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Salespeople are learning how to sell cars again after a long period of being order takers. Having empty lots and vehicles on backorder got us all out of practice. As inventory and prices stabilize, there’s inevitably going to be a relearning process.
Retraining car salespeople after the industry upheaval means addressing changes in customer behavior, understanding industry trends, and adopting more efficient ways to meet goals. Wise management should take advantage of the potential in training by integrating accessory sales into the process.
Here are some strategies to consider.
Digital Sales Training
Digital retailing is here to stay. With the vast majority of car buying starting online, salespeople should be skilled in transitioning online shoppers to in-store transactions. Ensure accessory inventory is in front of your customer early and often—with an online catalog you can continue the conversation at the point of sale.
Get Smart With PNVR
Salespeople can make more money without selling more cars, and that’s good news as new car prices fall. Focus on increasing PNVR with a higher parts-vehicle ratio. As customers are qualified, take mental notes of accessories that would benefit their lifestyle. Using insight you’ve gained, plus knowledge of the most popular accessories per vehicle, offer four accessories to each customer. Four is truly the magic number to go from a little extra profit to real money in accessory sales.
“I’ve been working with a Subaru store that was routinely offering 1.8 accessories per customer, on average. Using that method, they brought in $8-10,000 monthly. Once they got in the habit of offering four [accessories] to each customer, that $10,000 went to $60,000 month-over-month.”
Roger Schmidt, Insignia Group Customer Success Consultant
Product Knowledge
Product knowledge of vehicles has always been important and will always be a critical part of continual training. While keeping sharp on vehicle knowledge, don’t neglect accessories. Salespeople who know which accessories are the most popular for each car (and why) are more successful. Also knowing when an accessory can be added or removed, as well as what accessories to offer for added comfort, convenience, and protection will lay the foundation for more accessory sales.Insignia Group Can Help
As you foster a continuous learning culture, make sure you have the right tools to set you up for success.
For more than twenty years, Insignia Group has been the leading provider of digital accessory-selling systems in dealerships nationwide. Our sleek interface allows dealerships to create profitable accessory programs at the point of sale, no matter where that sale happens. Our integration with major digital retailers covers all your bases and allows for a seamless transition when customers decide to come into the store.
Schedule a demo with us to see how our system can help you sell more accessories at the point of sale.
