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At Coon Rapids CDJR in the Twin Cities, accessories are supported from the top down, driving over $87,000 of accessory sales in a single month.

Leading the charge is Kyle Johnson, accessory manager, who has spent the last four years building and perfecting a process that consistently delivers results.

In January 2026 alone, the store sold 155 used vehicles and 59 new, with roughly 70% of accessory volume tied to used vehicle sales. That mix is the product of a recent marketing push for pre-owned vehicles, targeting customers concerned with affordability.

When dealers start to think about growing (or launching) an accessory program, the conversation often turns to tools, training, or incentive programs. The reality is, the success of an accessory sales process doesn’t hinge on software or salespeople—though these are important factors. The true essence of success lies with leadership, and more specifically, sales managers.

Today, the automotive industry is in critical need of strong leadership. The nature of car buying continues to bend and reshape itself amid the ongoing challenges initiated in 2020. 

Though the term “Dealer Principal” can sometimes be used interchangeably with “General Manager,” this article is geared toward dealership owners. 

Exceptional customer service and high-integrity business practices start at the top of any owner’s priorities! To become a successful Dealer Principal, you’ve got to start with perfecting your own skillset as a leader, customer service manager, salesperson, parts expert, and service strategist. 

Here are three tips for setting yourself apart: