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Selling Accessories Builds Dealership Strength

Posted by Insignia Group on May 23, 2023 4:40:25 PM

 

If going to the gym is good for us, why don’t we all do it? 

Sure, it can be intimidating. It takes effort and pushing yourself to be better—which can also require some mental toughness. When you do start, however, you get stronger. You gain confidence and resilience and feel great! Next thing you know, you’re the envy of your friends and colleagues. Todd, are those biceps I see? Yes. Yes, they are.

Like hitting the gym, making a habit of presenting accessories to every customer is easy to put off. The payoff, however, is big, and it happens faster than you think. Here’s the little push you need to “lose that wait”. It’s not going to be seamless the first time, the second, maybe not even the third. Neither were your first few car sales. 

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Topics: Dealership, tips, accessory sales, OEM

Automotive Accessory Income as a Second Job

Posted by Insignia Group on May 10, 2023 9:43:12 AM

“Accessories are an expression of what the customer is and what they want.”

-Tom Dunford

Vehicle Personalization is a multi-billion dollar industry that has been historically unaffected by the ebb and flow of the automotive industry. Despite the pandemic, chip shortage, inflation, and a host of other headaches, the business of accessories keeps chugging along. 

People love to personalize, and when dealerships understand that, they thrive. Selling accessories have a domino effect in a dealership—not only do you keep the customer’s money in-house, but you also add helpful incentives for your salespeople, create revenue for the parts department, establish better relationships with service, create repeat business, and boost CSI scores. The simple act of offering accessories (or not offering them) can either add all those benefits to your store or detract from it. 

Don’t take it from us. We’re just another vendor trying to sell you something, right? Here’s a recap of our conversation with someone who has boots on the ground. 

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Topics: Dealership, tips, accessory sales, OEM

Increasing Automotive Back-end ROI with Digital Retailing

Posted by Insignia Group on Apr 19, 2023 2:51:28 PM

We see you fixed operations manager. Over the past few years, you overcame continual obstacles. Nobody sent you a fruit basket or offered you a break. 

No, it was just phone call after phone call from disgruntled consumers and distributors, followed by management meetings asking you to squeeze out more profit, more ROI, and better CSI.

Then, an even more pressing need to increase revenue was looming amid inventory shortages and plenty of backorders. 

Parts and service managers face the biggest challenges of growing service profit, all while monitoring third-party resources' ROI. And. It’s. Stressful.

Today, the question is, can a dealership create a successful parts department and a thriving service lane—in a post-pandemic world—without working their managers into the ground? The answer is a resounding yes, and it’s found in digital retailing.

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Topics: Dealership, tips, accessory sales, OEM

5 Ways to Be a Better Automotive Internet Sales Manager

Posted by Insignia Group on Apr 12, 2023 9:58:15 AM

The internet sales department was thrust into the spotlight in 2020, becoming center stage overnight. 

The automotive industry is changed forever, and so has the role of the Internet sales manager. That fifteen minutes of fame as the coolest cat in the dealership morphed into a ton of pressure to keep up with demand. Once the sunglasses were a status symbol, now they're covering dark circles from losing sleep over digital retailing.

As car sales continually evolve, internet sales managers can focus on the basics to remain competitive: getting more leads and an excellent staff to pursue them. 

Here are five tips for running a successful internet sales department in 2023.

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Topics: Dealership, tips, accessory sales, OEM

How to Make More Money With Insignia Group and Your Digital Retailer

Posted by Insignia Group on Mar 27, 2023 12:44:49 PM

The future of automotive is only a click away. 

Automotive News reports many big-name dealer groups fully adopted digital retailing last year, selling over 5,000 cars online in Q1 alone. 

As more dealerships work with online customers, kinks in the process start to emerge. 

It’s common knowledge that Vehicle Personalization is a big business and an integral part of car buying. Dealerships can’t afford to leave accessory profit potential on the table just because the customer is shopping online. The problem is that digital retailers don’t allow dealers to set their own pricing and labor for accessories, and stores end up eating labor costs. 

It’s a huge frustration, and some GMs throw the baby out with the bathwater, abandoning accessories altogether. 

Only that won’t work, either. It’s not sustainable long term. Ninety percent of customers will personalize their vehicles—if your store doesn’t offer it, they’ll buy it from the aftermarket retailer down the street. 

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Topics: Dealership, tips, accessory sales, OEM

Why Digital Retailing Creates Better Salespeople [With Longevity]

Posted by Insignia Group on Mar 22, 2023 11:35:44 AM

Digital retailing isn’t going to replace you as a car salesperson. 

Digital retailing is the best tool you’ve had lately—it can make you more efficient, add more money to your pocket, and create a better work-life balance. 

Remember how you felt a few years ago when you realized you would have to sell cars online? There may be some unpleasant feelings of resistance there. 

Hey, that’s a normal reaction when people are forced into something. Today you can breathe easy because you’re in the driver’s seat again. Customers are walking in your dealership's doors as inventory fills the lot up again, and you have the internet at your fingertips. 

It’s the best of both worlds; what a great time to be a car salesperson. Here are four reasons why digital retailing makes you better at your job. 

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Topics: Dealership, tips, accessory sales, OEM

3 Digital Retailing Benefits for the Parts Department

Posted by Whitney Williams on Mar 20, 2023 2:01:10 PM

If we asked your parts counter employees about you, what would they say?

Maybe “Oh, the parts manager? In need of a ten-day yoga retreat, preferably starting yesterday.”

Or would it be more like, “Stop being so darn happy all the time, Bruce!”

We get it. Working in the parts department was never a walk in the park, and the last several years upped the ante.

The industry is continually reinventing itself, and it can be a struggle to change the way things have always been. 

When Carvana came out in 2012, people scoffed at the idea of a vending machine approach to car buying. 

Today, buying anything online (sight unseen) is a viable and widely accepted option. 

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Topics: Dealership, tips, accessory sales, OEM

What to Say to Sell Accessories

Posted by Insignia Group on Feb 28, 2023 12:36:49 PM

Customizing your car used to be reserved for true car enthusiasts. Today, Vehicle Personalization is a multi-billion dollar industry, consistently adding hundreds of thousands (if not millions) of dollars to dealerships’ annual gross profit. It’s not just gearheads from the tuner scene in SoCal that want accessories. It’s Charles from the suburbs. It’s Molly from accounting. It’s the next person to walk into your store.

Although trends change rapidly, the desire to personalize does not. It’s not a matter of if consumers will personalize their vehicles; it’s a matter of when and where they’ll spend the money to do it. 

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Topics: Increase Profits, sales team, Accessories sales, increase sales, customer experience

The Psychology Behind Vehicle Personalization

Posted by Insignia Group on Feb 15, 2023 1:21:12 PM

Consumers don’t just want personalization, they demand it.” -McKinsey & Company

Vehicle Personalization isn’t a difficult concept that will lay waste to the car sale. 

It’s statistics. The consumer’s need to personalize has been analyzed in depth. When dealerships understand the driving force behind the custom car accessories market, selling accessories will finally feel like the light work that it’s always been. 

A recent McKinsey report states that not only do consumers expect personalization, almost 80% get frustrated when they don’t get it

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Topics: Customer Retention, Customer Success, Dealership, Accessories sales, customer experience

Millennial Car Buyers Want a Luxury Experience

Posted by Insignia Group on Feb 15, 2023 1:19:35 PM

Younger generations are dominating the market of car buyers. Millennials and Gen-Z grew up with technology, making them more comfortable shopping online, utilizing tech accessories, and embracing the new age of electric vehicles.

The mainstream belief is that Gen Z and Millenials do everything online. Yet 87% of Gen Z and 82% of millennials still prefer an in-person car shopping experience.

And the younger generation is accustomed to things happening fast. Like, Hey Siri fast. Ok Google fast. 

Between sales pitches, test drives, financing, waiting (so much waiting), and paperwork, it can be tough to make buying a car a quick stop. We know that all of this is part of the car buying process, so what can be done to improve the experience before we all resort to vending machines for our next new car purchase?

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Topics: Customer Retention, customer experience