Posted on Tue, May 22, 2012 @ 01:29 PM
When presented with a prospect, one of your first questions will be: “What are you looking for in your new car?” From there you’ll narrow down the type of vehicle, make, model, and a list of features. Features on a vehicle used to not carry much importance. But, today’s “A la carte” culture has placed an extreme level of significance on options in a purchase deal. Another factor weighing heavily on the car deal is a customer’s budget. So, what do you do when a customer’s taste in features doesn’t fit their budget?
You let them order “A la carte.”
Here are two examples of how a customer can get exactly what they want, stay within their budget and add money to the dealership.
Example 1: “Floridian that needs to travel and talk hands free”
This customer is interested in the 2012 Toyota Camry and her max budget is $25K. Her career requires that she travels so she would like navigation and Bluetooth phone capability. The 12 Toyoata Camry XLE has both features she is looking for and each one currently on the lot has leather. She doesn’t want leather interior because she feels it gets too hot in Florida.
The solution...offer a base model that’s in her price range. Then, add the navigation and Bluetooth as accessories.
Example 2: “He wants a truck and she needs the comfort”
This customer wants a truck for his weekend outdoor projects and the occasional road trip. So he selects a 2012 Chevrolet Silverado 1500 Regular cab LT for $18,649. However his wife isn’t satisfied with cloth interior. She is used to heated leather seats. The Silverados that you have with heated seats are LTZs that cost almost $13,000 more. Your customer doesn’t want to invest that amount of money.
The solution...add heated leather seat accessories and increase your front end gross by $2,793.00.
Both customers got the vehicle they wanted, the features they wanted, stayed in their price range, and spent additional money with the dealership. The next time you have a customer whose taste in features does not fit their budget try selling accessories in the dealership as a way of meeting their needs and wants. Let them order “A la carte. Do you have any other examples? Share them with us.
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, May 16, 2012 @ 01:33 PM
Featured Automotive Accessory: Window Tint
Window tint has always been a popular car accessory not just for the look that it adds to the car but also for vehicle value protection and health and comfort of passengers. Here is a word track to point out the benefits of adding window tint to your customers.
“To protect their interior many of our customers add window tint. It blocks harmful UV rays preventing damage to your dashboard and leather/cloth interior. Plus it will keep the temperature inside of your car much cooler. Also, if your window were to be broken for any reason our metalized tint will prevent the glass from shattering into the vehicle. The glass will remain stuck to the sheets of tint."
As another way to show our commitment to help you make more by selling accessories Insignia Group provides easy to use word track examples. If you've read our previous post, you may recall that some of our dealerships customers have experienced as much as 90% penetration using this method. Word tracks can help you verbally transition from the car sell to selling accessories.
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, May 08, 2012 @ 12:26 PM
If you “Follow” us on Twitter, “Like” us on Facebook, or Subscribe on YouTube, you will see that we have a new look! As we provide information on dealerships and accessory sales, news, updates, and new releases Insignia wants to make sure we are easy find and recognizable. If you haven’t already, go check us out on Facebook, Twitter, YouTube, and the Automotive Accessories Network on LinkedIn.
How's the new look, like it? Then, “Like” Us!
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, May 08, 2012 @ 09:43 AM
As another way to show our commitment to help you make more by selling accessories Insignia Group provides easy to use word track examples. If you've read our previous post, you may recall that some of our dealerships customers have experienced as much as 90% penetration using this method. Word tracks can help you verbally transition from the car sell to selling accessories.
Featured Auto Accessory: Performance Shifters
Courtesy of Robert Gerena, Data Specialist at Insignia Group
Although the economy has caused a reemergence, manual transmission vehicles are typically popular among car and racing enthusiast that simply love to drive! Here’s a quick and effective word track to help you illustrate the benefits of a performance shifters to your customer.
“I know you are going to have a lot of fun driving your manual (Insert Make Model). All owners do. To increase your driving performance and experience we offer performance shifters that shorten the throw of each shift. This allows you to change gears quickly with more control and precision. Our performance shifters are durable and will last the lifetime of the car.”
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, May 02, 2012 @ 08:13 AM
Courtesy of Insignia’s Guest Blogger: Author Jason Lancaster is an SEO consultant at Spork Marketing as well as the editor of TundraHeadquarters.com, a popular Toyota Tundra enthusiast website.
1. Decide which customer(s) you want to learn about by focusing on a specific model. When we do this kind of research, we start by focusing on a specific make and model. If we're working with a Toyota dealer, we'll focus first on Toyota Tundra owners, then Toyota Tacoma owners, then FJ owners, etc. until we've gathered info on every model in the line-up. You may want to be even more specific, focusing instead on 2007 Toyota Tundra owners.
2. Figure out what questions you want to answer. Before we gather any data, we come up with a list of questions we want to try and answer. For example:
- Are dual or single exhaust systems more popular?
- Are trailer hitches more or less popular than bed liners?
- Are mufflers more popular than cat-back systems?
By focusing on some specific questions, we give ourselves a good starting point to gather data.
3. Make a list of all the types of accessories you would consider trying. Finally, before you jump into the data, make a list of the accessories you would consider stocking and/or selling. If your dealership might consider selling after-market air intakes, tonneau covers, and power programmers, put them on your list.
However, don't put a specific type of accessory on your list unless you really have an interest in selling them, as you may need to do quite a bit of research for each item on your list and you don't want to spin your wheels.
4. Visit the Google AdWords Keyword Tool. The AdWords tool is free, but it does require you to have a Google account to log in. Once you're logged in, you can start entering in keywords to research. Start by typing in your make and model followed by your part category, i.e.
- Toyota Tundra exhaust system
- Toyota Tundra air intake
- Toyota Tundra muffler
etc.
Once you've got a few keywords typed in (I'd recommend researching 5 at a time), hit the “search” button to start seeing how popular each keyword is relative to the others. I've created the video below to show you how to do this step-by-step.
[youtube video] http://www.youtube.com/watch?v=EBckjuE9Co4
NOTE: Be sure to select the [exact] match type to get the most useful data.
5. How to analyze the data. Google's tool will give you quite a bit of data, but for the purpose of this research, you're really only interested in two things:
- the “additional keyword ideas” - a list of as many as 800 search terms that your customers might be using
- the “local monthly search volume” information, where “local” refers to searches in the United States
Start by reviewing the additional keyword ideas and looking for keywords that describe the part or accessory you're interested in. If you find a keyword idea that basically describes the same thing that you searched for up top, check that keyword's check box.
Next, download the keywords you've checked by clicking the 'download' button and then choosing the 'selected' option in the drop-down menu. Your computer will then download a spreadsheet. You can compile this spreadsheet with any others you download into one master spreadsheet, and then sort the data by the volume to see which accessories your customers are most interested in.
6. Remember, the data needs interpretation. You may find that, after your analysis is complete, there are a lot of searches for specialty performance accessories like superchargers, nitrous oxide systems, massive lift kits, etc. While it may be that consumers are clamoring for these big ticket items, what's more likely is that many of the people searching Google for these types of accessories are essentially “window shopping,” trying to learn about an accessory. Therefore, you'll need to exercise good judgment when reviewing the data you gather.
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.