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Insignia Group has been working closely with dealerships since we were fortifying our bunkers for Y2K.

Since then we’ve seen the industry crisis of 2008, the Presidential bailout of the Big Three, the pandemic, and a chip crisis to name a few. 

Today, even the most seasoned parts managers are in danger of burnout.

Dealership parts backorders, a symptom of the ongoing inventory shortage, are creating more than profit loss. Interdepartmental tension, frustrated customers, and a stressed-out parts staff have only increased since 2020.

Some parts departments aren’t even getting an ETA for the parts and accessories they need. More loyal customers might be understanding, while most blame the dealership. 

For parts managers, an already difficult job has been exacerbated. Nobody wants to be sitting on their hands waiting on parts, yet that’s the very situation we find ourselves in today. 

What can management do to take hold of the dealership inventory problem and be a positive force?

Quality salespeople will tell you they'll take "no" over "let me think on it" any day. A “no” is a bit easier to work with. Perhaps, this person was an unqualified prospect or someone to call in six months. Somebody who wants to think about it, on the other hand, can require some gymnastics to get to the real objection. It's nothing you can't handle. Remember to maintain an empathetic and positive attitude while selling around the objections.

There are many potential objections for a salesperson to overcome. Arguably, none are more dreaded than the deadpan reply, "I'm not interested." Customers know this is an excellent way to cut the sales pitch off before it starts. Rather than playing into that hand, overcome the objection by reopening the conversation.

When it comes to using Vehicle Personalization to increase revenue, there is more than one way to skin this highly accessorized cat. Offering accessories at the point-of-sale is sure to add to your front end gross, so what about using accessories to get the customer in the door in the first place? Here are some ideas. 

Cut the fluff. We might be shutting down again.

This time, rather than lamenting, we focus on preparation. In the end, if everything is able to stay open, we’re only that much more prepared to do business.

These are unique times for the automotive industry. Online car sales are surpassing what we're used to, while in-person sales are transforming to fit the times. Unfortunately, accessories can fall by the wayside when we're hyper-focused on moving metal. After all, many dealerships are merely surviving. How can a salesperson offer accessories online without losing the customer's interest? How can an in-person sale survive the perceived "extra step" of an accessory presentation?

The reality is, accessories can cushion your bottom line. After all the hard falls we had this spring, we could all use some extra cushion now. So don't neglect the incredible profit potential Vehicle Personalization has to offer! Lead in to your lead-in products for an easy transition from car sale to accessory presentation.

What can one of the most popular burger joints teach your dealership about Vehicle Personalization?

Simple: everybody wants it their way. Personalization is king, and customizing is always a good idea. Right now, dealerships everywhere need all the good ideas to adapt to the times—such as building packages that allow you to display your brand’s personality—while enticing customers. Custom packages can be fluid, seasonal, brand loyal, fun, quirky, and a host of other things. 

Every season is alive with possibilities. Yes, even in 2020. Strategizing with the turning of the tides can make the difference for your bottom line. What should you do during the summer of an already dramatic year? The same thing you do every summer, my friend. Focus on what you know, and take one step at a time. So, what do we know?

We know public transportation is declining, making personal vehicles a necessity. We know road trips are beckoning the nation like a Siren's song. We know COVID online shopping has surpassed last year's holiday sales.

We also know Vehicle Personalization is a multi-billion dollar industry. The need for a car mixed with the need for a vacation, topped off with chronic *adds to cart*, should serve you well. This is an aftermarket summer like you've never seen it.

Blazing a trail for a successful accessory program requires strategy. As surely as a new hire needs training, molding an accessory program calls for similar attention.

Is outsourcing really valuable? Can a dealership with a strong management team craft such a strategy on its own? Is there any reason a store couldn’t take best practice tips and implement them themselves? Is the expense of training a good return on investment?

These are valid questions from dealerships nationwide. Particularly now, as we all keep a closer eye on our budgets than ever. Let’s explore the reality of launching a new accessory program in your store.