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Our “have it your way” society is hungry for more monogram stickers, a broader array of window tint options, engines that purr in another language, and decoupage. Dealer principals all over America are behind closed doors pouring over staggering statistics about vehicle personalization. Some laugh with delight, others cry at the seemingly insurmountable behemoth.

Whether you find joy or sorrow in the multi-billion dollar “uniquely mine” industry, one thing remains true: this consumer trend isn’t going away. So how can a dealer effectively keep climbing a mountain that’s still growing? Stay active, grasshopper.

The we-owe document is a staple of the automotive world. This invaluable document originated out of a need to protect both dealer and customer, but stacks of paper documents leave both parties wanting.

Documentation is the key to professionalism and protection, so why take any risks when it comes to such an important step in the sale? Effectively protecting the dealership’s interest and providing that same comfort for your client saves time and confusion for all involved.

It’s time to bury the paper we-owe for good.

*updated August 10, 2021

Thinking about selling auto parts online for the first time? Online parts sales are growing steadily year over year, and this growth is expected to continue for the foreseeable future. Right now consumers are becoming more accustomed to buying parts and accessories online. Fortunately, the tools for selling parts and accessories online have never been better.

Still, while it's a great time to start selling parts and accessories online, it's also difficult for new e-commerce retailers to get established. If this is the first time you’re looking for an auto parts e-commerce platform, there are some things you can do to maximize your odds of success and avoid common mistakes.

It’s past time to stop putting all our eggs into the front of the house’s basket. The service department has an incredible opportunity to create a lasting relationship, build repeat business, generate referrals, upsell, and generally add sprinkles and butterflies to the customer experience.

Selling accessories at the point of sale brings customers (cheerfully) into the service department (sans selling a vehicle with accessories already installed). Your customer is pleased to return to get their accessories installed, and the door of opportunity is flung wide open.

When I visit a dealership to help them devise strategies that will increase their accessory sales, several common themes appear. All (well, most) parts departments are heavily focused on selling accessories. That’s their job. Fewer stores have their sales teams focused on this part of their business, though most agree that this is something they should be practicing consistently. Almost no stores focus on the department that interacts with their entire customer base—the service department.

Changes made to image. Courtesy of  Haiden Goggin. license information here

Car buyers like to feel good about their investment - and if you’re running a dealership you wouldn’t have it any other way. Customers in the market for purchasing a vehicle have more buying options than ever before. The convenience of the internet has led to streamlined transactions, rather than a car-buying experience.

Subaru of Clear Lake Parts manager Nick Heidaker expresses the importance of an accessories program at his store, “Our customers find value in personalizing their vehicles—it also gives us a chance in parts/service to meet the customer before their first service appointment.”

In 2018, my dad is even talking about leasing a car. This is the same guy that is adamantly opposed to renting a house, and until lately would have never considered a lease. My dad always said you should never throw your money at something every month that you won’t eventually own.

But even Dad is raising his eyebrows at the opportunity to bring home a really nice vehicle at a fixed cost and turn it right back in when (Mom) is ready for a new one.  You won’t believe this, but my dad isn’t the only one that is on to something.

Turns out basically all of America got the same direct mailer because leasing is on the up and up, and still upping. If you’re not fully versed in the ease, joy, and beauty of accessorizing a leased vehicle, then get ready to be dazzled, my friend. Presenting personalization can’t be any easier than to your lease guy (or gal). *

Selling cars continues to become a challenge as many dealers have embraced a volume-based business model. The once consultant-style selling approach is now merely transactional. For a sales associate to get ahead they simply need to sell more units. Yet many dealers are getting on board with creative ways to pay the sales associate for selling accessories. So how do you work accessories into an already fast-paces sales process? Here are 4 tips to get you jump started today:

Your customer relies on you for many things: your expertise, flexibility, free coffee, and detective skills.

It’s not up to the person walking in the dealership to know all the personalization options available that make their car driving experience safer, more fun, more fancy, more attractive, or more social media post-worthy. As a sales person, 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 LIFE. No pressure--but how might one know what to suggest?

Insignia is passionate about vehicle personalization. We believe in offering personalization in the showroom at the point of sale, when your customer is excited about their new purchase and eager to make it their own. We also believe in fully servicing every customer that interacts with your dealership in-person or online. In the quest to offer a total solution to dealerships in the accessory game, we set out to cover new territory.

Consulting with dealerships nationwide, we often hear dealers ask about moving beyond the in-store presentation to an eCommerce parts store. In an effort to meet the full scope of dealer’s needs, Insignia linked arms with RevolutionParts to expand the accessories force field together.