Arguably one of the more important keys to selling certified pre-owned is making customers take notice. In other words, how you convey what makes CPO vehicles different and desirable.

So, as part of our annual “Best CPO Dealers in the United States” special edition this winter, Auto Remarketing asked Matt Ryan, general manager of Niello MINI in Sacramento, Calif. — one of the brand’s top 10 CPO sellers in 2014 — how he makes the certified pre-owned offering stand out at his dealership.

Ryan shared these five points to recap how his store distinguishes vehicles in the MINI NEXT certified pre-owned program, as listed below:

• Sales and service advisers heavily focused on the MINI Next program and discuss the program benefits with our customers, both online and in-dealership.
   
• Concentrated digital advertising effort on our NEXT inventory
   
• Every vehicle in NEXT inventory is photographed on our website with extensive details on the story of that particular vehicle.
   
• We feature weekly/monthly specials on specific NEXT units
   
• General commitment to the most comprehensive certified coverage in the industry

Of course, one of the more distinguishing aspects of the certified market is the fact that it provides a used vehicle option with a “like-new” experience. As part of this same feature, we reached out to Wentworth Subaru, the brand’s top-selling CPO dealership in 2014 with 611 sales, and asked how that store provides a like-new experience for Subaru CPO customers.

“Whether you are purchasing a new Subaru or a Subaru CPO at Wentworth Subaru, customers receive the same quality level of service. It’s a ‘new’ vehicle to our customer, and we want them to enjoy the buying experience and leave the dealership happy,” said Bob Tewell of Wentworth Subaru and Wentworth Chevrolet.

Staff Writer Sarah Rubenoff contributed to this report.