Customers “wear” their vehicle!
Have you ever noticed that the type of vehicle that a person buys reflects their character or lifestyle?
People buy certain vehicles for a reason!
People buy pickup trucks for work or play….and maybe a little of both!
People buy minivans mostly because they have children.
People buy sports cars mostly because they like the image it portrays.
People buy high-line luxury vehicles for a status symbol.
People buy “green” vehicles mostly because they are concerned for the environment.
In ALL cases, people simply “wear” their vehicle. Their vehicle is an extension of themselves.
Like the clothes you wear, a vehicle becomes that new suit or that beautiful new dress. Maybe the vehicle becomes that sporty jacket you just bought or maybe the vehicle is that pair of sweat pants you just bought to run around and do errands with!
So if customers “wear” their vehicle, they also accessorize what they wear.
Customers will buy an incredible amount of accessories for their vehicle; just like they buy a new tie to go with the suit or a sparkling piece of jewelry to go with the new dress.
We all need to find every single opportunity to maximize our profits and give the customer a reason to be loyal to the dealership!
By making your store a “one-stop” shopping experience for those people that would like to accessorize their vehicle, you create one more reason for customers to frequent your dealership!
- Are YOU as a dealer getting your fair share of accessory sales?
- Are you even offering the customer accessory options?
- Are you pricing the accessories to make it attractive for the customer to purchase from you?
- Is your sales team involved in presenting these options?
- Do you have 10-15% of your “in-stock” vehicles equipped with these accessories so that the customer can see them?
- Do you have a dedicated area of the dealership to highlight accessories?
I encourage all of you to go to the SEMA show in Las Vegas!
SEMA is short for Specialty Equipment Market Association, which was formed in 1963. The SEMA Show is the most excellent trade event for automotive specialty products in the world. It is consists of 6,764 companies worldwide and products in this $27.8 billion-a-year industry.
The first time I went to SEMA, I spent 2 entire days and STILL did not see the entire exhibit! It covers every square inch of the Las Vegas convention center!
Maximize your profit by checking out this show!
It is WELL worth your time!
About the Author: With 30 years in the retail Automotive Industry, from a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.
You can follow me on:
My website: www.JimKristoff.com
Twitter: @jimkristoff
WordPress blogsite: http://jimkristoff.wordpress.com/
Blogspot blog: http://jimkristoff.blogspot.com/
DealerElite.net: http://www.dealerelite.net/profile/JimKristoff
LinkedIn: http://www.linkedin.com/in/jimkristoff
Youtube: www.youtube.com/user/jimkristoff
Comment
-
Comment by Jim Kristoff on October 3, 2011 at 12:39pm
-
My pleasure, brother Marsh!
-
Comment by Marsh Buice on October 3, 2011 at 12:32pm
-
great insight, I appreciate it.
-
Comment by Jim Kristoff on October 3, 2011 at 12:20pm
-
Thanks Marsh!
One way to get really into the market is to reduce your cost of labor and cost of parts for OEM accessories.
You have to "get in the game"!!
Then have the salespeople present the accessories with a "one-price" philosophy. Competitively priced and with the knowledge that you are NOT going to discount these any further will give the Salespeople confidence and conviction while selling them!
Spiff the salesperson for each accessory! They can instantly add to their commissions!!
-
-
Good insight, Jim, we dont accessorize enough of our inventory..in turn, many go down the road and put the bling on their new vehicles. Thanks for the reminder, this is something I want to bring up in our next mgr's meeting.
© 2024 Created by DealerELITE.
Powered by
You need to be a member of DealerELITE.net to add comments!
Join DealerELITE.net