Subprime is Different From Prime Business

Subprime customers must be sold backwards from Prime customers. It is imperative that the entire dealership staff learns and owns this fact. Processes must be put in place to ensure that subprime customers are handled appropriately for both lot traffic (re-active business) and subprime sales leads (pro-active business).

Sales people need to ask non-offensive questions to determine how to work the customer: Prime (Car First) or Subprime (Payment Call first). This will help to reduce the “switch” and put your finance people in control of what inventory is presented and when. This will result in more sales with higher gross profits, increased customer loyalty, and will improved dealership morale.