Posted on Wed, May 15, 2013 @ 01:29 PM
James Dean, Thunder Road, the old-fashioned American "Muscle Car." What images do those words bring to mind? Chances are it is not even an image; it is a sound, the sound of a high performance exhaust system. Essentially it is the sound of "cool." In this age of vehicle personalization, one of the more popular after-market auto accessories are performance exhaust systems. What better way to customize one's vehicle than to add an accessory that makes the vehicle "cool."
Jerry Glanville knows cool. After all, he is the man that christened the old Astrodome the "House of Pain", invented the "Red Gun NFL Offense,” dressed in all black, left tickets for Elvis, and built his own racing team, so it's safe to say that Glanville knows high performance... and he wasn't getting that from the OEM system. "The factory exhaust system was built for your grandmother...no sound anywhere.” Glanville says. In researching other systems, Glanville and his team found that while these accessories produced sound, they also produced a mind-numbing drone inside the cabin.
In choosing to use the BORLA® Exhaust System for his vehicles, Glanville discovered that the system resulted in higher performance and better sound, without the in-cabin drone. Glanville adds, "You really get the feeling that you are driving a high performance, high-tech vehicle." Here is the sound of a Mustang GT equipped with BORLA® exhaust.
In addition to the high quality sound and performance, BORLA® exhaust systems are made from exotic materials, can be easily fitted onto the vehicle, and come with a warranty that outlives the life of the vehicle. Moreover, BORLA® creates performance exhaust systems with a variety of sound levels that can be easily customized to fit the individual customer's needs, giving the customer confidence that the sound is unique to their vehicle and will increase power to the highest degree.
In short, BORLA® Exhaust Systems offer the best of all possible worlds: high performance sound, easy fit, and easy customization to specific vehicles. For more information on offering, "The World's Most Winning Exhaust" to your customers, click here.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Fri, May 10, 2013 @ 09:34 AM
Earlier this week, we discussed some popular auto accessories that every dealership should be offering their customers. We have also discussed the importance of having a comprehensive accessories sales strategy, and why aftermarket accessories must be a key component of that strategy. In todays "Five or Friday", we'll take a look at 5 Popular Aftermarket Accessories that you should be offering your customers.
1) Xtralock
Did you know that there is a lucrative underground market for stolen 3rd row seats? It takes less than a minute to steal the seats which can then be sold for up to $2500. Available for all GM vehicles, and designed by a veteran Locksmith, Xtralock's no shackle locking system serves as a visual deterrent to would- be thieves. Since the lock can only be opened via key by the owner of the vehicle, attempting to remove the lock without the key will damage the seats and make them worthless to thieves. Xtralock is an effective, affordable option to having to replace the seats, which can cost your customers up to $4,000.
2) WeatherTech
A vehicle is a significant investment, and as such, owners will want to keep their vehicles as clean as possible. Manufactured in the United States from recyclable materials WeatherTech's line of more than 5,000 floor maps, mud flaps, cargo liners, etc., offers top of the line protection for vehicles. WeatherTech offers over 200,000 custom made products to protect, preserve vehicles of all makes and models
3) BORLA
Endorsed by former Atlanta Falcons and Houston Oilers head coach Jerry Glanville, BORLA offers the highest quality performance exhaust systems on the market. BORLA's patented and race bred muffler technology consistently provides the finest sound enhancements and performance exhaust system capabilities because every system incorporates performance mufflers designed specifically for each application.
4) Katzkin:
Katzkin's leather interiors represent the finest in car upholstery luxury. Made from the finest materials, Katzkin gives the customer the ability to take their car's interior in any direction. No matter what style, Katzkin provides the look, smell, and feel of a factory quality leather interior at an affordable price.
5) OE Exchange:
Your reputation was built on supplying your clients with a quality product. Original Equipment Exchange, LLC (OEX) introduces the revolutionary process of ICE(TM) and Black ICE(TM) finish. This technology gives alloy wheels a durable and rich, bright finish, matches OEM warranties and brings vehicles to a whole new visual level. 100% environmentally friendly; the process uses no hazardous products nor produces them. With the quickest turnaround times in the business, OE Exchange helps your dealership sell more products quickly, improving customer satisfaction and dealership revenue.
As with OEM accessories there are hundreds of options to choose from. No matter what accessories you choose to offer, be sure to include aftermarket accessories in your sales strategy.
For more information on offering these and other Aftermarket Accessories, please contact Kim Callahan at Insignia Group: 888-579-4458 ext. 8639 kcallahan@insigniagroup.com
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Mon, May 06, 2013 @ 11:07 AM
We’ve discussed the importance of selling auto accessories and how doing so can dramatically increase dealership profits. Now that you have decided to start selling accessories, the next logical question is, “Well, which auto accessories should I sell?”
While the possibilities are virtually endless, here are 5 ideas to get you started:
1) Remote Start: Regardless of the vehicle, Remote Start has proven to be one of the most popular accessories. The Remote Start has been particularly popular with female car buyers, and as we’ve discussed before, women represent a growing share of the vehicle-buying market.
2) Floor Mats, All Weather: If “cleanliness is truly next to godliness,” then Floor Mats are an indispensable accessory. The key benefit to these all-weather mats is that they are useful in all climates and geographical areas.
3) Heated Seats: It may seem strange to talk about heated seats in the middle of spring, (although those of you in Denver may disagree), but since a vehicle is a long-term purchase, it want be long before cold and snow winters arrive, and heated seats make for a much more comfortable ride on those frigid morning.
4) Window Tint: Obviously you will need to comply with the laws of your particular state, but window tint has proven to be particularly popular with younger vehicle buyers, who are a key target market for vehicle personalization
5) iPod/iPhone Interface: Despite intense competition, Apple is continuing to dominate the mobile technology market. (There were 350 million iPods sold in September 2012.) Apple also recently announced that they will be putting more focus on making their products more vehicle friendly. All of this adds up to a huge accessories revenue opportunity
As we mentioned earlier there are hundreds, if not thousands of accessories that you can offer at your dealership; including these five top sellers along with other options is an excellent way to increase your PNVR.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Tue, Apr 30, 2013 @ 09:39 AM
In the first two posts of our series, How To Find and Grow Auto Accessories Customers Online, we discussed best practices around SEO and PPC Advertising. In today's final installment, we'll take a look at email marketing and social media.
Email Marketing
Other than directly emailing your company, there are two ways that a consumer will end up communicating with your company via email:
- They agree to receive updates from you during the checkout process.
- They subscribe to your newsletter or blog because they enjoy the content you produce.
It's important to understand that these customers are at different parts of the buying funnel, and are likely to respond to marketing messages differently. Therefore, you must segment and target your audience, (aka the people on your email list), to get the best results.
Variables that you might segment your email list by include:
- How often they open your email
- How often they click through to your site
- Any answers they have provided as part of a survey
- What they have purchased in the past
- How frequently they share your content through social media (when possible)
Approach customers appropriately for their position in the marketing funnel. You should include a "call-to-action" in your emails, but it shouldn't be the central reason a customer would want to open your email.
Social Media
Social media is a big buzzword lately and in some ways it has been emphasized too much. However, it is an extremely powerful tool for customer retention and word of mouth. Here are a few ways to take advantage of it:
- Use social networks (especially Twitter) to find and get in touch with influential people online to correspond with for exposure and SEO benefit
- Most people use social networks to entertain themselves, not to seek out auto parts to buy, so meet this need by sharing entertaining videos of street races, helpful how-tos, and so on.
- The second most common reason people use social networks is to communicate or express themselves. Give your audience a platform for this. Ask them questions about their cars and keep a conversation going.
Hopefully, this short review of Internet marketing tools has given you some ideas for promoting your online auto parts or accessories business. Feel free to comment below with questions or ideas.
Author Jason Lancaster is the President of Spork Marketing, a company that specializes in marketing auto parts online. For more information and marketing ideas, be sure to follow Jason on Google+.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Fri, Apr 26, 2013 @ 10:40 AM
US Auto dealers sold nearly 1.45 million cars and trucks in March of 2013, the best monthly sales total in 6 years. That's good news. Now, here's the bad news: profit margins are still razor thin. There are a couple of lessons that we can draw from these observations: 1) The buying public is willing to spend money at auto dealerships; 2) Dealerships MUST have a strategies in place that leverage consumers' willingness to buy, and improves profit margins.
The question then is, "How do auto dealership address these razor thin margins?" The answer is surprisingly simple: Auto Accessories. Here are a few reasons why:
1.) The Accessories Market is Huge...And Continuing To Grow
In an earlier post, we discussedhow the auto accessories market has now exceeds $30 billion and is continues to grow. Not only are customers ready to spend money, they are evidently willing to spend a lot. If a dealership can capture even a fraction of a percent of that $30 billion market it will dramatically improve dealership profits.
2.) Your Customers Expect/Demand It
Welcome to the Customization Generation. From phones, to clothes, and yes even vehicles, today's consumers not only buy commodities, they establish relationships with them. As such, there is a desire to make the item more personal. Whether it is a spoiler, bodyside molding, or a sunroof, consumers don't want just an ordinary vehcle, they want to personalize it, establish that personal relationship, and make it their own. Accordingly, they have become accustomed to having these personalization options available to them at the time of purchase
3.) Auto Accessories Sales Can Generate Huge Profits For Dealerships
We have established that we have a growing market, customers with money, and a willingness to spend. By offering vehicle personalization options, dealerships can capitalize on this willingness to spend and keep this money in the dealership and dramatically increase profits. Toyota of Braintree knows firsthand just how profitable selling accessories can be, as the dealership generated gross sales of over $2 million in accessories sales in 2012
The growth in the accessories market has been astonishing and shows no signs of slowing. The auto dealerships that thrive in 2013 and beyond will be those that develop a strategic plan to effective leverage this market.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Wed, Apr 24, 2013 @ 10:26 AM
In my last post, I discussed the benefits of SEO. Today, I want to take a closer look at Pay-Per-Click, (PPC) advertising. The key lesson here is that PPC advertising can be profitable…but it’s not simple. Here are some tips that will help simply the process:
Many online auto parts and accessories retailers dislike pay-per-click (PPC) advertising, as it can be so expensive that it's impossible to earn a short-term positive ROI.
However, the key to setting your pay-per-click budget is to understand the lifetime value of a new customer...if you know how many times new customers return to your site to buy more parts down the road, you'll be able to bid on keywords with an eye towards long-term ROI. Some other tips:
- The process for setting up ads is relatively straightforward, but that doesn't mean that managing a PPC campaign is easy. Google AdWords and Microsoft AdCenter are both deceptively simple, and they are not for amateurs. Professional PPC ad management is usually quite affordable, and if your company can afford to spend more than a few hundred dollars on PPC ads, you should hire a PPC manager and/or spend the money to get your staff properly trained.
- Testing and tracking are the keys to success in PPC advertising. You need to test your ad text, keywords, and landing pages all the time, as regular testing can generate excellent long-term benefits. You need to have the best possible tracking system you can afford, as you'll be using data from your tracking system to make decisions about the success and failure of your tests.
When managed correctly, pay-per-click advertising can be a big-time a money maker for online retailers. Don't overlook this ad medium.
Author Jason Lancaster is the President of Spork Marketing, a company that specializes in marketing auto parts online. For more information and marketing ideas, be sure to follow Jason on Google+
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Thu, Apr 18, 2013 @ 11:45 AM
Perhaps no single innovation has affected American culture more than the fast food concept. Not only are fast food restaurants present in every state, and virtually every city in the country, (both large and small), the fast food model of quick and convenient has become ingrained in the American psyche.
Most importantly, fast food restaurants have mastered the art of the upsell/add-on. Think about it, when was the last time that you went to a fast food restaurant, and just got a burger? More than likely, you also got a drink, fries, and possibly a dessert as well, resulting in more profit for the restaurant. Given the phenomenal success of this model, I think that there are a few ideas that auto dealerships can adopt:
Upsell Equals Huge Profits: Although burgers may be the calling card of most fast food restaurants, these businesses make billions selling soft drinks, fries, etc. Most importantly, every employee is trained to ask customers if they want to add to or upgrade their order. For auto dealerships, auto accessories are the perfect upsell/add on opportunity, so the first step is to ensure that your staff is trained to effectively sell accessories. As I mentioned in my last post the accessories market is huge, and by not selling accessories, you are overlooking a lucrative revenue opportunity.
Don't Just Tell; Show: In addition to offering customers upsell items, restaurants also, make these items very visually appealing, through pictures on the menu board. Whether it is hot crispy fries, or a refreshing ice-cold soda, being able to see these items enhances their appeal. The same is true for auto dealerships. You can make accessories more appealing by allowing the customers to see what these accessories look like on the vehicle. You can accomplish this using things like magnetic arrows or an accessories sales software solution
Make It Easy For The Customer: Convenience is the hallmark of fast-food restaurants and vehicle personalization. One of the reasons that people are so willing to "make it a combo" is that it can be done with just the click of a button. Here is where an online accessories sales system can really help increase profits. Giving the customer the ability point and click their way to a personalized vehicle provides an easy and convenient way to upsell accessories. Secondly, having the customer utilize this system while they are waiting for F&I keeps them in the "buying" frame of mind.
While I'm sure there are many more tips that we could mention, the key point, is that etsablishing an accessories sales process that is easy and customer friendly will allow your dealership to increase profits. For more information on establishing an effective process, check out this webinar from Insignia Group President David Stringer, 7 Priceless Tips For Generating Huge Accessories profits
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Tue, Apr 16, 2013 @ 07:59 AM
There are two ways to scale your online auto accessories business: by reaching new customers, and by retaining old ones. Find the sweet spot between these strategies, and you'll create a positive feedback loop that puts you on a continuous path toward success. Over the course of the next few weeks, we’ll discuss some strategies to help create this positive feedback. Today, we’ll take a closer look at SEO.
The Essentials of SEO
The first place most people turn to when they want to find new products is the search engines (Google, Bing, etc). Here are some tips to help you show up prominently:
- Keyword research – Before anything else, you want to decide which keywords are most promising as a way to attract new auto parts customers. You'll need to find the right balance of competition, traffic potential, and user intent before you get started. A good place to start is the Google AdWords Keyword Tool.
- Viral, targeted content – The next step is to produce blog posts, images, and videos about your topic that media and consumers will naturally want to talk about and share. This attracts links from influencers online, which is one of the most important signals Google uses to rank pages. More quality links to your website almost always mean better rankings.
- Outreach and relationship building – Finally, you'll need to reach out to online influencers, build relationships with them, and work on collaborative projects that ultimately result in links to your site. This process should be natural and make sense from a traditional marketing standpoint. Avoid merely “swapping links” with webmasters purely for SEO benefit.
Additionally, most SEO advice articles are long on general platitudes and short on examples. Here are five content items that all produced good quality links and search engine traffic:
While there's no “formula” here, these are all examples of successful content. If you review them carefully, you will have no trouble coming up with content ideas for your website.
Author Jason Lancaster is the President of Spork Marketing, a company that specializes in Internet marketing services for auto parts and accessories companies. Follow Jason on Twitter @sporkmarketing.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Wed, Apr 03, 2013 @ 02:32 PM
Last week, I had the opportunity to attend a webinar on increasing vehicle personalization sales featuring Insignia Group President, David Stringer. The webinar was certainly informative, and it really got me thinking about vehicle personalization. The inescapable conclusion is that vehicle personalization is not a fad but a trend that is and will continue to gain momentum, and by not taking advantage of this trend, dealerships are missing out on a huge revenue opportunity.
Think of it this way, we accessorize virtually everything else in our lives, why not our vehicles? I know that when I bought my last SUV, having a bike rack on the car when I drove out of the dealership only sweetened the deal. My attempt to buy and install the rack myself on my last vehicle was a comedy of errors, resulting in multiple trips to the store, a dent on the trunk, an injured hand, and elevated blood pressure!
In speaking with others, my experience was not unique, being able to offer an “all-in-one” solution to customers not only makes their lives easier, it increases their loyalty to the dealership, which makes them more likely to refer new business.
Most importantly, the vehicle personalization market is huge; according to SEMA it exceeds $30 billion and continues to grow. At a time of shrinking profit margins the question is not “should dealerships sell accessories?” It is “can a dealership afford to NOT be selling accessories?”
Keep checking in with this blog, as in the coming months I’ll be offering tips, ideas and best practices on how dealerships can get the most out of the vehicle personalization market.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.
Posted on Mon, Jan 21, 2013 @ 11:05 AM
In honor of an age old January tradition we are looking back, just for a moment, to celebrate our 10 best moments on the blog from 2012. Our goal for 2013 is to continue providing the best and most useful information, specifically related to accessory sales in the dealership. And, based on your comments and views these were the top 10 most read blog posts from 2012. Be sure to leave comments and let us know what information you would like to see in 2013!
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If you are a dealership selling wheel and tire accessories you know they are a driving force of the personalization business. Just like the fashion industry, car and truck personalization trends change fast and often. It’s the best way for a customer to get a look different from every other factory model. Continue Reading |
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Everyone remembers the famous line from the movie Boiler Room, “Always be closing”. Sounds good in theory, but is it practical? As a dealership you have to be creative, but use practical knowledge to improve your closing ratio. Here are four tips to help. All are creative but easy to apply to your operations. Continue Reading
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Insignia has many years of experience in the automotive industry. And we’ve discovered a few strategies and techniques very successful dealerships use to create profit margins by selling accessories. Continue Reading |
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Apple stores are one of the most successful retail stores in the world. In 2009, when retail sales declined around 2%, Apple’s retail sales rose roughly 7%. According to The Mac Observer, one of their largest growing product segments is accessories...iPad owners tend to average spending $150+ on accessories. Yahoo Finance reports Apple’s in-store retail accessories sales increased 85% from 2011 to 2012. And, technology experts believe that if others want to compete they will have to partner with an accessories maker. Continue Reading |
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If only they knew you are selling them short! Dealership sales people are some of the most creative people with the best relationship building skills. They convince people they just met to part with thousands of their hard earned money in exchange for transportation. A vehicle is the second most expensive thing most people will buy. Continue Reading |
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The vast world of aftermarket can seem like an intimidating experiment for dealers. But, when you are establishing your accessories program that features aftermarket products you don’t have to reinvent the wheel. Insignia Group and many of our dealers and partners have years of experience and advice that can get you started on the right path. Insignia Group’s guest blogger Ray McGowan shares a few tips on establishing a successful aftermarket accessories program. Continue Reading |
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Young people are excited about accessories and car brands are taking note. Hyundai Motor America recently announced that they will be rolling out about 30 accessories on their models starting with the Veloster. Usually each model only has about 12 to 15 accessories. Cars like the Veloster, and the Hyundai Elantra coupe, have strong appeal to the younger generation who are obsessed personalization via accessories. Continue Reading |
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If you are in a dealership that has an accessories profit center you already understand the revenue potential. The fact is consumers are constantly looking for ways to personalize everything from their electronic devices like iPads and to their automobiles. As a result the aftermarket industry is a billion dollar industry that continues to grow. Continue Reading |
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''The reason women become so successful is we're interested in treating women right when they come in. I don't mean to sound stereotypical, but women have so much more empathy for customers.''Kitty Van Bortel, owner of Van Bortel Subaru and Van Bortel Ford (source: New York Times). Van Bortel Subaru averages around $ 43 million in sales and has been ranked top selling franchise of Subaru America three years straight. Continue Reading |
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For owners the new car smell fades but the bond with their automobile doesn’t…at least not immediately. Unfortunately their dealership loyalty is still up in the air. What you do before, during and most importantly after the sale that will “nurture” loyalty? Continue Reading |
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.