It’s the activity certain customers dread and dealerships sometimes can struggle to handle appropriately without possibly upsetting the potential buyer who could move on to a competitor.

MAX Digital recently launched MAX My Trade, a guided experience that’s designed to improve the trade-in process for dealership teams and their customers.

Typically conducted on an iPad, the digital retail software provider explained the customer and dealership salesperson walk around the vehicle appraising the unit together. With the walkaround app, the customer and salesperson can choose a mutually agreed upon rating on a 10-point scale for different aspects of the car, such as interior condition, brakes, and tires.

After the walkaround evaluation, a market-based appraisal report will provide a fair market price combining the customer’s vehicle condition rating score with top book values of third-party validation sites such as Kelley Blue Book and NADA. Customer ratings naturally drive lower valuations creating a positive environment for under-allowance.

The final trade offer is approved by the sales manager so the dealership retains control, according to MAX Digital executive vice president Mike Cavanaugh.

“When you get customers involved in the appraisal process, they feel more in control, understand the fair value of their vehicle, and overall feel a lot better about the sales process,” Cavanaugh said in a news release.

“Our dealer customers who have beta-tested MAX My Trade have seen this firsthand with an average 47% increase in front-end gross profits and improved CSI,” Cavanaugh continued.

MAX My Trade also includes an at-a-glance profitability reporting tool, which can provide dealerships a comparison of appraisals submitted both with and without the tool. Dealers can easily monitor sales, team usage and results to uncover opportunities to further grow profits.

“When we get the customer interacting in the trade, all the armor comes off. They feel very powerful that they are actually appraising the vehicle themselves,” said Brad DeSelms, sales director for Fremont Management Co.

“The more you involve the customer in the trade-in process, the more they see the logic in how you price the car and the more money you make,” DeSelms continued.

Vancouver Toyota used car manager Lee Porter added, “One of the immediate benefits is the involvement of the customer in the appraisal process. That involvement is translating into a 5% higher closing rate.

“The change has also reduced the time needed to complete the sales process, resulting in our CSI increasing to 96.74%,” Porter went on to say.

For more information about MAX My Trade, visit this website.