4 Ways Car Accessories Boost Dealership Retention

Posted by Insignia Group on May 20, 2024 12:24:13 PM

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Topics: Increase Profits, Best Practice, Accessories sales, increase sales

3 Reasons Service Writers Are Your Best Salespeople

Posted by Insignia Group on May 9, 2024 12:11:26 PM

Your service writers are in the ideal position to boost your accessory profit. 

When customers come in for service or routine maintenance, there are things they’ve been thinking about that they didn’t buy when they purchased the car. Though customers are less likely to make a major upgrade on the spot, like upgrading audio or installing retractable side steps, they’re highly likely to add lower-cost everyday accessories.

A service writer’s selling stance is one of convenience. Boiling down your offering to a handful of accessories that appeal to the masses will simplify the process and produce a higher sales volume. 

Think of accessories like mud flaps, body side molding, cross bars, and all-weather mats that are affordable and helpful for most vehicles, plus remote starts for older models. 

These are low-pressure accessories that service writers can easily incorporate into their upsell to create happy, loyal customers and generate additional revenue in fixed ops. 

Here are three reasons why your service writer is the man (or woman) for the job. 

1. A pre-established relationship with the customer

The most difficult (and expensive) segment to sell to is a brand-new customer, whereas the easiest sell is the customer who already agreed to do business with you. A pre-established relationship translates into a soft sale that’s far removed from the initial battle of wits that is often the car sale. Still, most dealers continue to focus nearly all selling efforts on the front of the house. Often, your service writers have built relationships with their “regular” customers, and as a result, trust has developed between the two. This lowers a buyer’s natural resistance to being presented with items for sale.

2. They’re already in a position to upsell 

Service writers are in a natural upselling position. When a customer brings their vehicle to the service lane, technicians will check its functions and systems and present any problems or potential problems to the customer. It’s expected. At the same time, service writers can suggest accessories that will protect the vehicle or enhance the driver’s experience without it coming off as a sales pitch. Providing good training and an easy way to present the accessories to their customers is a good start.

3. The program benefits them, so it’s easy to get on board 

Most service writers are paid on gross, so there isn’t much reluctance to roll out an accessory-selling program. By implementing this program, you're not only increasing their earning potential but also making their job more fulfilling. This, in turn, increases retention rates and creates loyal customers. By offering this program, you're showing them that their role is crucial in the sales process, and they should be able to buy into the program enthusiastically. 

When your customers can create the vehicle that they have dreamt of, your retention rate will increase. They will know that they can count on you to provide the right product and the right price, installed correctly. Customizing is fun, and fun is a good experience for your customers to have when they visit your dealership.

Insignia Group Can Help

For more than twenty years, Insignia Group has been the leading provider of digital accessory-selling systems in dealerships nationwide. Our sleek interface allows dealerships to create profitable accessory programs at the point of sale, in the service lane, and online! Dealers using the Insignia Group accessories selling system can easily present accessories anywhere in a user-friendly way. Our cutting-edge visualization connects your customer to their purchase and makes for a seamless order process. 

Schedule a demo to see how our system can help you sell more accessories in the service lane!

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Topics: service writers, Accessories sales, increase sales, service department

5 Step Formula for Accessory Sales

Posted by Insignia Group on Apr 22, 2024 4:55:51 PM

Does the thought of selling accessories get you bent out of shape? When it comes to presenting personalization at the point of sale, there’s a process you can follow to the letter to snap you back.

Even dealerships that throw accessories at the wall to see what sticks make money. While a haphazard approach isn’t sustainable and surely not the best way to do things, accessories just hold their own. 

Your customers are hard-wired to personalize. That’s the facts—so if you opt not to offer accessories out of fear of losing the sale or confusion on how to do it, your customer will head to the aftermarket vendor down the street. 

Keep your money in-house. Ensure your customer is getting OE accessories (under warranty) installed by factory-certified technicians. And then reap the benefits! 

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Topics: Increase Profits, Best Practice, Accessories sales, increase sales

3 Ways Car Accessories Boost Customer Retention

Posted by Insignia Group on Mar 25, 2024 1:17:41 PM

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Topics: Increase Profits, Best Practice, Accessories sales, increase sales

Utilizing A Lead-In Product For Accessory Sales

Posted by Insignia Group on Feb 14, 2024 11:39:16 AM

The art of accessory sales presents one golden opportunity. There are other opportunities along the way, yet only one is golden. While the accessory sale is a multi-step process, the actual presentation begins with a lead-in product. 

You’ve started at the trade, gotten to know your customer’s lifestyle, mentally filed away the best personalization options to suggest and then closed the car deal. In this blissful moment, you tarry your customer with a Coke and a smile, knowing the dreaded F&I wait time has been subdued by Vehicle Personalization.  

The golden opportunity has arrived, and we call it utilizing a lead-in product.

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Topics: Accessories System, Sales Best Practices, sales team, sales, Best Practice, Accessories sales, increase sales, salesman

Back and Better: Retraining Car Sales People With Accessories

Posted by Insignia Group on Jan 16, 2024 3:54:44 PM

Salespeople are learning how to sell cars again after a long period of being order takers. Having empty lots and vehicles on backorder got us all out of practice. As inventory and prices stabilize, there’s inevitably going to be a relearning process. 

Retraining car salespeople after the industry upheaval means addressing changes in customer behavior, understanding industry trends, and adopting more efficient ways to meet goals. Wise management should take advantage of the potential in training by integrating accessory sales into the process. 

Here are some strategies to consider.

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Topics: Accessories System, Sales Best Practices, sales team, sales, Best Practice, Accessories sales, increase sales, salesman

How To Increase Your Income Without Selling One More Car

Posted by Insignia Group on Jan 4, 2024 4:33:27 PM

Being a salesperson often means playing an exhaustion game. The final “X” on the board at the end of the month is liberating and brings a sigh of relief, only to usher in the beginning of a new month with a fresh slate. 

Car sales, in particular, can be especially stressful because the number of cars a person can sell is subject to fluctuations in the market. Even the best salespeople have months where their numbers are down and their pocket takes a hit. 

Yet there’s a way to increase your monthly income as a car salesperson, without selling one more car.

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Topics: Accessories System, Sales Best Practices, Dealership, Best Practice, Accessories sales, Automotive, 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

Glitter and Spiderman: The Missed Market of Auto Accessories

Posted by Insignia Group on Jan 26, 2023 10:28:49 AM

Buying a car is, more than likely, the second biggest purchase a person makes in life. 

To better understand that statement, think about the first significant purchase. Consumers spend months researching and searching for the perfect fit for their lives and families. Incredible amounts of money are spent on homes in America. Countless television series is dedicated to home buying, improvement, and restoration. Home furnishing stores are everywhere. 

Is a car buying all that different?

While budgets span a tremendous range, a person is looking at spending thousands of dollars no matter how you slice it. Today, 92% of car buyers research online before they buy. So before a customer ever walks into your store, there’s been a time commitment on their part already. A car is a significant buy!

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Topics: Accessories System, Marketing, Millenials, Accessories sales, Automotive