Posted on Thu, Jul 26, 2012 @ 12:24 PM
Chances are you have not. It's not open to the public. But, this video highlights some of the awesome historic, ground breaking, and latest technology enabled vehicles you can find inside. The center serves as a showcase for the GM product line. As the center puts it “It celebrates the past, present and path to the future of GM.” The video discusses everything from the first Cadillac in 1903 to how the 409 inspired the Beach Boys to the Buick Enclave and the EV1 concept cars. The GM Heritage Center's website has lots of information including original promotional videos. An Insignia favorite features a very unique Chevrolet hood accessory!
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, Jul 24, 2012 @ 02:41 PM
In order to promote products and services in the dealerships many dealers invest heavily in elaborate displays like a kiosk. Those things often look very cool, but as a stand-alone display it lacks the valuable influence of a trained sales person.
Here’s the challenge…
A $20K kiosk simply does not ask the question. Too often with new programs and services in the dealership the attitude is “build it and they will come.” Like a beautiful model at the Detroit Auto Show. But wait…they interact and often ask questions. Whether the Kiosk is for accessories or another offering their needs to be a process that creates a sale and that typically starts with a question relative to the customer’s needs.
When adopting a new program into your dealership, particularly one for selling automotive aftermarket accessories and OE accessories here are just 3 of some of the first questions you need to ask.
1. How will I make my customers aware that we have this service?
What good is a beautiful elaborate display if no one notices it or they have no idea what you are trying to sell them and how it benefits them to buy. One of the first things an Insignia customer is taught when developing their accessories profit center, is how to ensure every single customer is offered accessories by having them registered in the accessories system. Not only does it make them aware of the vehicle personalization center, but it also gives the sales rep the opportunity to ask every customer on every deal. Using word tracks to present the vehicle accessory to the customer is extremely effective and builds value.
2. Once my customer says yes, (or no) what is the process for providing this product or service?
A “fly by the seat of your pants approach” can cost you lots of revenue no matter what the program. It’s too easy to drop the ball and earn a bad CSI rating. One issue we come across frequently with dealerships is lack of communication causing the vehicle accessory not to be installed at the time of delivery. All that can be avoided by developing a clearly defined, standardized process for everyone to follow. It’s best when the accessories system automatically notifies all parties of order status via e-mail.
3. How will I train my staff and ensure everyone knows their role in this new program?
If a program is “set it and forget it”, the chances of it improving your sales or increasing your revenue are slim. There is a human element required in winning the sale. And, in order for your sales consultants to use it properly they have to be trained. An example of this type of training is word tracks, which highlight benefits to purchase. Showing a prospect how a particular purchase adds value to them or solves a problem they might have adds a level of humanity to the negotiations and makes the prospect feel less like someone is trying to sell them. In order for your staff to understand how to highlight the value to the customer they should be trained and be efficient so that the customer trust them.
So the bottom line…the kiosk will often look really cool however not ask questions to bring about a sale and as far as training…it’s a display with samples, brochures and a computer monitor.
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, Jul 18, 2012 @ 10:29 AM
We have been fascinated with him for over 70 years and he has not one super power. Yet, he is a super hero. Maybe our adoration is deeply rooted in our primal nature as man to love our machines. And, it’s hard to think of any man more closely linked to his wonderful machine than The Batman is to the Batmobile. The Batmobile is the pinnacle of an accessorized vehicle. It is an extension of Batman and without it he wouldn’t be the super hero many fantasize about being.
Now, after all the comics, TV series, movies, sequels, and prequels; the Batmobile has finally been personalized to the point that it has a movie of its own. Check it out!
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, Jul 17, 2012 @ 11:17 AM
Your delivery coordinator is the resource who will help yourcustomers through the delivery process. This person will work hand in hand with customers to make sure they leave completely satisfied. In some cases they can be the only face to face contact they have throughout the entire car buying process. It’s important to make sure that the last impression a customer receives is positive and long lasting. Here are three reasons delivery coordinators effect CSI and how they can create a positive experience for your customers.
1. The “We-Owe” Process: Some dealers also call it “PDI” or a “Get Ready” item. But when your customer is looking for a full tank of gas or for you to fix that ding in the driver side door; it’s simply customer satisfaction. And, before the delivery coordinator hands them the keys they should make sure it’s done. Many rely on a paper based system to communicate the “We-Owe”. But all too easily the paper is lost. To help your delivery coordinator stay on top of this process many dealer
ships are now investing in an electronic “We-Owe” system. While the customer is still with the sales person these request can be submitted electronically and all parties are conveniently notified by email. This way they never miss this important step in customer service.
2. Vehicle Personalization: Once a customer has experienced the excitement of personalizing their vehicle, nothing is more frustrating for them than to receive the vehicle without the accessories installed. It’s as if you gave them the wrong car. Your Delivery Coordinator can serve as one last safety measure to ensure that the accessories are installed. Research shows that people who accessorize their vehicle have increased levels of satisfaction. So, your delivery coordinator keeps this process in check! Are they adding satellite radio or GPS? Here’s an easy idea with a WOW factor. During the electronic “We-Owe” process the sales consultant can add the customer’s favorite radio station or home location in the notes. The delivery coordinator is copied on this information and can set the customer’s car and GPS.
3. Follow Up: In the event that there is a problem, the customer should feel they can communicate this to the delivery coordinator and it be corrected as soon as possible. The delivery coordinator is not just the person that passes off the keys. And the customer shouldn’t need an organizational chart to know who to call. The delivery coordinator should be trained to use a set course of follow up action…even if it’s a simple “thanks for your business”.
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, Jul 11, 2012 @ 01:44 PM
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.
How can dealerships replicate Apple’s success selling accessories?
Here are three key components that retail experts believe are a part of Apple’s secret recipe for success and examples of how you can mimic them in your dealership as it relates to accessories.
1. Visual Appeal
Apple...The Genius Bar: This is the heart of the Apple Store. Visually the Genius Bar’s displays are informative. They usually have at least two 15” computer monitors that offer tips and product information. Much thought and planning goes into the pre-loaded photos and videos displayed on every unit in the store. Personnel stationed at the Genius Bar carry Apple products like iPads to assist customers.
Dealership...Showroom Mannequins (pre-load): The same visual interest Apple uses The Genius Bar to create can be done with your display vehicle. Magnetic arrows can be used to display pricing information on pre-loaded accessories. Choose vehicles and pre-load accessories based on what sells in your store. You can also have sales consultants carry iPads with automotive accessories sales tools installed on them, as well as service appointment applications etc. The key is to be visually appealing and informative.
2. Knowledge & Process
Apple...Informative Staff (The Genius): Sales consultants at the Apple store are referred to as Geniuses. Rightly so because, they are well informed on the product they sell. The lead Genius at the Apple store is in charge of overseeing customer service and support. All Geniuses can offer answers about Apple products and services and serve as somewhat of a cheerleader for Apple.
Dealership...Accessories Champions: Just as it is done in the Apple store, when you establish your accessories profit center it’s important to have a trained staff person to answer customer’s questions, introduce options to customers and carry the accessories program banner throughout the dealership. This person is your accessories champion. They are well informed on the services you provide on accessories and the accessories themselves. They ensure that the accessories sales process is carried out properly from selection to installation.
3. Training
Apple...Detail Oriented Training: Apple has one of the most thorough detail oriented sales training programs in the retail sector. Many regard Apple’s retail training and certification program as one its secrets to success. Before you can become a Genius in the Apple Store you have to be a GYO first. In addition to that Geniuses receive regular training on new products as Apple is constantly coming out with original technology for their customers.
Dealership...Accessory Sales Training: If the dealership is going to be successful in selling accessories on every deal every day they have to know how and what’s expected of them. This is no different than how you view F&I sales. Apple’s training program sets the stage for awesome sales performances by their stores. In the same way training sets the standard and expectation of an accessory program. Each person should know the process, how it works, and what role they play.
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.