Kruse Motors Finds The Sweet Spot in Accessory Sales

Turning the page on the calendar resets monthly, quarterly, and yearly goals; yet many things are business as usual. Dealerships continue to navigate evolving buyer expectations and rapidly changing technology while juggling the ongoing fade of the salesperson as we know it.

Accessory sales remain one of the strongest opportunities for incremental revenue stability—when done correctly. Yet, the challenge isn’t demand. It’s making accessories a natural, valuable part of the buying process that elevates the experience as a whole (and remember, experience is everything).

For Kruse Motors of Marshall, Minnesota, success was born from rethinking how accessories are presented during the sales process and adopting a more visual, customer-friendly approach.

According to Rob Beane, Vice President of Sales at Kruse Motors, Insignia Group’s showroom tool, IG Suite, has helped turn accessory conversations into a seamless part of the purchase journey.

“Insignia Group (IG Suite) has been an amazing tool that has helped us increase our accessory sales at the point of purchase. Our sales professionals have integrated the tool into our process seamlessly.”

Making Accessories Available to Everyone

Modern buyers expect transparency at every step of the buying process, from online research to financing. Accessories are no different. Buyers should never have to imagine the accessory on the vehicle, or worse, have to figure out for themselves what their options are to add comfort, style, and protection. 

“People are visual. They like to see what their vehicle will look like fully accessorized. Insignia Group makes that easy.”

With IG Suite, customers are able to view accessory options on their unique vehicle and learn about rolling payments into their monthly financing. The sales team at Kruse Motors uses this to their advantage, connecting the customer to their new purchase. The tool helps customers gain a clearer understanding of what their options are and why they’re valuable, as well as what other drivers commonly buy. For Kruste Motors, visualization increases confidence and reduces hesitation at the point of purchase. This approach aligns directly with how today’s consumers make decisions: visually, quickly, and with a strong preference for personalization.

Debunking the Myth Around Point of Sale Accessories

One of the most common objections to integrating accessories is the fear of not being able to get the sales team to adopt the process. In many ways, that’s an understandable hesitation. New sales technology can present a barrier to success. If a tool complicates the process or slows down the conversation, it simply won’t be used.

At Kruse Motors, IG Suite integrated naturally into the sales workflow for two main reasons. Firstly, upper management bought into the opportunity in accessory sales. Without management buy-in, the sales team will always view a new step in the process as optional. Secondly, salespeople were easily able to incorporate accessory presentations into their process by keeping the focus on the customer experience. Instead of another sales pitch, accessories become an engaging personalization adventure.

Built for Sustainable Growth

Accessory sales aren’t a one-time win. When supported by the right tools and processes, they become a sustainable revenue stream.

“We look forward to continued growth, and we don't plan on slowing down anytime soon.”

For stores like Kruse Motors, IG Suite is more than a tool—it’s part of a long-term growth strategy that supports added profit for the sales department, incentivizes salespeople, boosts revenue in fixed ops, creates sticky customers, and increases customer satisfaction.

Insignia Group Can Help

When accessories are visual, integrated, and customer-focused, they perform. With the right accessories sales process, you can position your dealership as a one-stop shop for all your customers’ evolving needs. Today, accessory sales are better positioned for success as customers research their options. Adding a digital accessory to the car and viewing it from multiple angles has never been more attractive. Customers can toy with accessory packages without pressure from a salesperson. Presented correctly, accessory sales will skyrocket in-store and online. Our integration with major digital retailers covers all your bases, allowing for a seamless transition when customers decide to visit the store. Schedule a demo with us today to see how Insignia Group can support your accessory process.