In order to promote products and services in the dealership, many dealers invest heavily in elaborate displays like a kiosk. In theory, it's cool. It probably even looks good sitting in your showroom--but as a stand-alone display, it lacks the valuable influence of a trained sales person.
Here’s the challenge…
A $20K kiosk simply doesn't ask the question. Too often with new programs and services in the dealership, the attitude is “build it and they will come.” The truth is, without a process that creates a sale your Kiosk is just a bulky piece of equipment. Trained accessory champions, however, ask the questions that bring out the customer's dominant buying motives.
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 hasn't any idea what you are trying to sell them? One of the first things an Insignia customer is taught while developing their accessories profit center, is how to ensure every single customer is offered accessories. Not only does it make them aware of the vehicle personalization center, 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 is lack of communication. Communication issues can be avoided by developing a clearly defined, standardized process for everyone to follow. It’s best when the vehicle personalization 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. 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 adds a level of humanity. 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 trusts them.
So what's the bottom line?
Your expensive Kiosk doesn't ask the questions to engage your customer and initiate the sale. Invest your time and money into training your sales team or accessory champ to sell personalization on every deal.