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 inLas 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: From a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.
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