Your customer relies on you for many things: your expertise, flexibility, free coffee, and detective skills.
It’s not up to the person walking into the dealership to know all the personalization options available that protect the life of the vehicle, make their car-driving experience safer, more fun, and more attractive. As a salesperson, changing your mindset from pitching another product to educating the customer on their options will make a world of difference.
Truly, you’ll do your customer a disservice by not presenting them with useful and exciting accessories for the second largest purchase of their lives. This is your world, and no one knows which accessories are most popular per vehicle or best suited to your individual customer as you do.
Here’s how to navigate the accessory presentation with your customer.
Ask Qualifying Questions
Whether you’re dealing with a trade-in or someone buying their third “just for fun” car, it’s important to start at the beginning with qualifying questions. Good ones. Get to know this person as you would someone you meet in a social atmosphere. Every customer you meet will qualify for Vehicle Personalization in one fashion or another, so focus on determining which accessories qualify as the perfect fit for the individual. Get acquainted, and find out what qualifies as a “need that” for their individual interests.
Confirm Dominant Buying Motives
Once you know which accessories will dazzle your client, find out what's going to drive them to purchase. Some customers will buy something because it's exciting, and some customers have a deeper reasoning, like meeting a felt need or protecting their investment.
If your customer is interested in enhancing safety features, is there someone they're trying to protect? If your customer is interested in heated leather seats, do they possibly have a need beyond luxury for added comfort (like a bad back)? Maybe they just like nice things, and that's fine—just find out their “why”. Dig deeper by asking good questions to uncover what makes the customer say yes.
Isolate Objections
Once you've asked the right questions, you'll know the best accessories to suggest for your customer and why they want them. The last thing to do is to use your question-asking skills (actual skill) to isolate and overcome objections.
When you can call the objection by name and overcome it, it no longer exists. This best practice tip is easily mastered with practice. Try this three-step process with your next customer and see how quickly your accessories fly off the shelves.
Insignia Group Can Help
For more than 20 years, Insignia Group has been the leading provider of digital accessory-selling systems for dealerships nationwide. Our sleek interface allows dealerships to create profitable accessory programs at the point of sale—no matter where the sale is happening. Dealers using the Insignia Group accessories selling system can bundle accessories into custom packages, feature hot-selling accessories, process orders, and more!
Schedule a demo with us today to see how our system can help you sell more accessories at the point of sale and beyond.