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The digital age made us all highly opinionated. There’s just something about being behind a computer screen that’s spurred even the most introverted of consumers to share with the world their opinion, feedback, praise, complaints, and what they ate for lunch that day. Ahh, online reviews. They can build your business or destroy the Roman empire. So how can you be proactive in using what people are saying about you to make more profit?

People love to personalize. We accessorize with things we love, and in the case of a presidential election, sometimes, even with things we hate. Where else, apart from politics, can you find people customizing t-shirts, stickers, greeting cards, and more, just to promote their opposition to an individual or party? It's fascinating. Everywhere you turn, consumers are personalizing. Enter a Google search for, "Donald Trump accessories," and you'll return over 1,000,000 results. Try searching for "Hillary Clinton accessories"--over 2,000,000.

Dealers in the Vehicle Personalization game keep a fully-loaded electronic accessory catalogue year round. A profitable store showcases custom packages, standard OE, aftermarket selections, and a variety of accessory options to meet the needs of a multitude. There are accessories that never go out of style, fads that come and go (bring back the dashboard dancing hula girl!), and seasonal personalization programs.

Becoming a successful salesperson requires thorough training. While many pursue a sales career to complement natural people skills, even the best salesperson requires training specific to the dealership’s process. Think about your new employee training. What’s the length of the training, and what does it entail? How do you invest in your new sales staff to ensure a return on investment? Who supports new hires as they acclimate to the job? Most dealers can agree on a few key points when it comes to inducting staff, particularly on the sales floor. Proper training is essential, as well as support and follow-through from the employee’s manager.

Much like Vegas itself, the SEMA Show represents an amazing display of human endeavor and once again the folks of the Speciality Equipment Market Association (staff and management) executed another amazing show #SEMA16. Well done!

It’s the most wonderful time of the year for every aftermarket automotive guru. As SEMA celebrates its golden anniversary,  industry professionals from all over the world flock to Las Vegas. SEMA boasts of the latest, the greatest, the unseen, the eccentric, and the daring. It’s a show no one wants to miss, yet only the qualified gain entrance. With  attendees numbering over 100,000 in recent years, there’s no telling what this 50th celebration will draw when it’s all said and done.

VW - It’s personal.

What is it about VW that’s drawn near fanatics to the brand over the years? Think retro Volkswagen bus enthusiasts, the incomparable Beetle following, and Back to the Future’s modified DeLorean. What about the innate ability to bounce back from the negative press? We think it’s as simple as listening to customers and evolving to meet consumers’ needs.

In honor of the upcoming celebration of all things automotive (more commonly known as SEMA), it’s time to test your knowledge of the kraken that is the accessory industry.

Vehicle personalization, a multi-billion dollar market, is widely untapped. Storefronts selling custom rims, tires, and window tint can exist solely because of dealership’s failure to provide those options to the customer before the customer leaves the showroom. Who wouldn’t want to take advantage of profit potential that spans every budget and background? From air freshener to lift kits, there’s something to be sold to everyone who walks in the door.

How savvy are you on the business of vehicle personalization? Test your knowledge with this three-question quiz.

These days, the overwhelming majority of automotive brands have gone global. Looking at just the top five brands of the first half of this year, you’ll find these industry leaders featuring sites from Belarus to Chile. This raises a common challenge. How can automotive brands cater to customers in different geographical locations with varying cultures, needs, and interests? Vehicle Personalization is a multi-billion dollar industry in America alone, so imagine the profitability worldwide. Profitability aside, custom cars transcend culture and location. Every automaker desires to create brand loyalty in every market. Vehicle Personalization makes that goal attainable.

No matter how you slice it, your sales team is paramount to your success as an automotive dealership. As the dealer, it’s your responsibility to create a favorable work environment where your floor team has an opportunity to make a living for themselves with the support of the management team. Qualifications to sell cars at your dealership should require more than willingness and a pulse. Too often a store succumbs to high turnover, and, in haste, hires Tommy Boy. Is there a way for dealership morale to thrive while front end gross increases?