Accessories Sale
How do I increase my dealerships accessory sales?
I work for a Car dealership and we are wanting to increase our accessory sales, we have tried lots of discounts and offering the salesman cash upon each accessory sold. Does anyone have any ideas of how we could increase our sales? We sell Honda, Nissan and Volkswagen also used vehicles. thanks
The first and best way is to have the sales department install accessories on new cars that go on the floor. The dealer’s objection is usually that they won’t do it because “the saleman will just give the accessories away”. that means the sales manager is weak. Get the accessories on a car on the floor so the salesmen can show a customer what the accessories are during a vehicle walk-around. I know, most salesmen are too self-important to do a proper walk-around, but its easier to sell them to a buyer when the buyer can see them on the car.
second, put wheel locks and mud guards on all cars and put an addendum sticker on the window. most customers won’t argue with the wheel locks or ask that they be taken off.
third, use an internet site to sell your accessories. put the catalog on-line and send emails to recent customers letting them know they can buy the accessories on-line. Post two prices–accessory only and the installed price. be sure that the price the customer is quoted in the sales department and the customer price are the same.
fourth, display the accessories and change the displays frequenty. The dealer objection will be that the inventory value is too high but you can’t sell from an empty shelf.
Fifith, Merchandize the accessories. Instead of spiffing sales people who are looking to maximize gross, incentivise the service advisors. they see the customer during the first service so spiff them to sell accessories to customers who may not have been presented with the opportunity to buy by the salesman at the time they bought the car.
Have all of the salespeople introduce the customer to you as they walk them through the store. (I know, they don’t bother with service or parts introductions, but ask them to do it) give each customer an accessory brochure and a small gift, such as a key chain along with your business card. Get their name and email address and send them a welcome letter and include in it a special accessory recommendation for their car “many of our customers who purchased the same make and model as you did also bought the ….”
Include accessory coupons on your monthly service mailers.
make sure all of your sales people have accessory brochures and standardized ‘installed’ price lists.
Just some thoughts off the top of my head.
Hope they help
ps don’t forget to install accessories on used cars. everyone always forgets that people buy them as well. look for opportunities to add common ‘wants’ to cars that don’t have them such as new floor mats or remote keyless entry.
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