Trade-In Transformations: Finding more gross At Fremont’s dealerships, the staff has taken on a new pro - cess: asking a buyer to help evaluate his own trade-in, hand- ing the customer an iPad so he can go through the appraisal alongside the staff, providing information on the car’s condition and history. It helps build transparency into the process. “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. It slows the customer down and makes them think about what their car is like,” Brad DeSelms says. “We all know we’ve got that scratch on the car we’ve forgotten about, or the tires have never been changed and there have been 35,000 miles on them.” DeSelms is sales dire

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