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Let's not be too greedy...
Page 69
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Play fair or cash in? That's the problem facing dealers with low-mileage,
late-year stock on their forecourts. Steve Banner investigates. dealers with mouth wateringly desirable — and rare — late-year, low-mileage Euro-3 analogue-tacho tractor unit are in a
quandary. Should they charge an outrageously high premium for them and make a killing, or should they content themselves with a slight increase over what they would charge normally and take a more modest profit?
Pursuing the first course of action is tempting, of course, hut following the latter route might be wiser in the long run says Allan Hilton, who looks after used sales at Daf dealership Ford and Slater's Kings Lynn branch.
"While you may be able to command premium prices now you should never forget that you also want repeat business," he observes.
Operators have long memories— and they could end up with the whip hand again if the market alters in six months time.
Keith Ottley, used sales specialist at the Scunthorpe branch of Volvo dealership Crossroads, agrees with that philosophy:"While we charge what the market will stand, we don't charge a hugely high premium just because we know there's a shortage. You'll only lift someone's leg once, and we like a lot of repeat sales." However, Mike Curtis, used truck sales manager at Daf dealership Watts in Worcester, points out: "Remember that if you have to pay a little bit more fora vehicle to take it into stock, then that must be reflected in the retail price." •