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So, you think you are a good General Sales Manager?  Numbers are up, you have an excellent sales record and your sales team is great. What else can you do? You may be thinking " what more could your dealership ask for?" Consider what it takes to go from good to greatness in the way of profitable car sales. As a GSM or SM that wants to achieve greatness, you have to embrace new technology and tools that help you do your job better. Here are two examples of a GSM and SM who have done just that and, as a result, increased their ROI to the dealership. Want to do the same? Read further.

When presented with a prospect, one of your first questions will be: “What are you looking for in your new car?” From there you’ll narrow down the type of vehicle, make, model, and list of features. Features on a vehicle used to not carry much importance, but today they can be a major sales solution. Today’s “A la carte” culture has placed an extreme level of significance on options in a purchase deal. Another factor weighing heavily on the car deal is a customer’s budget.  So, what do you do when a customer’s taste in features doesn’t fit their budget?

You let them order “A la carte.”

Pinterest represents a great way to share photographs and collections of interesting objects online. Bookmarked pins and collections can be assembled through the social network, which can also be used as an app on iPads and iPhones. Many businesses use this platform as a way to allow customers to do some virtual window shopping. It’s also used as a way to spread ideas about how their products can be used by the buyer, and it’s a free form of advertising.

What causes high turnover in a dealership, and what can management do about it? 

First, take a look at the breakdown. 

At a high level, the 2013 Dealership Workforce Industry Report released by the NADA stated that:

• Nearly 40% of the people who are hired into sales consultant positions leave the dealership within 90 days
• The 90-day revolving door is due to two factors: poor “fit” hiring decisions and commission-based pay plans
• About 62% of sales consultants quit or are terminated over the course of a year
• The change rate for female sales consultants is 76%

We know the  importance of selling auto accessories and how doing so can dramatically increase dealership profits.  Now that you have decided to start selling accessories, the next logical question is, “Well, which auto accessories should I sell?”

While the possibilities are virtually endless, here are 5 ideas to get you started:

If you are in a dealership that has an accessories profit center, you already understand the revenue potential. Consumers are constantly looking for ways to personalize everything from electronics like iPads to automobiles. As a result, aftermarket is a billion dollar industry that continues to grow.
New products are popping up everywhere. It’s exciting for the dealership because it means more revenue opportunities. It can also be overwhelming to know how to present them. Here are the 5 most popular aftermarket accessories and word tracks to help you sell!

The vast world of aftermarket can seem like an intimidating experiment for dealers. But, when you are establishing your accessories program that features aftermarket products you don’t have to reinvent the wheel. Insignia Group and many of our dealers and partners have years of experience and advice that can get you started on the right path. Insignia Group’s guest blogger Ray McGowan shares a few tips on establishing a successful aftermarket accessories program.

The range of vehicle accessories in the automotive aftermarket industry today is nothing less than staggering.  From the simple embellishments like better floor mats and car covers to complete sparkling chrome makeovers and everything in between, there are gizmos and attachments to make virtually any car or truck carry more things, move a little faster, last a little longer, and look a little better. 

In the shuffle of all these accessories, sometimes we forget who's holding the purse strings of most vehicle purchases in North America:  women.  Females make the purchase decisions in an increasing majority of North American households, and many times they are making the accessory decisions, as well.  Are you effectively marketing your own accessories to women?  Here's a list of five tips you can use to make your automotive accessories more attractive to the female consumer.

1. Avoid the Hard Sell

Women take their time to make a purchase decision – much longer than men, and they're far more likely to do business with a company that gives her the time and space she needs to think over her purchase decision.  Make yourself available, even give her your contact number, patiently and honestly answer her questions, and then give her some breathing room before you ask for the sale.  Chances are good she isn't going to buy on her first visit, but if you make her feel comfortable and avoid pressuring her, when she does decide to buy,  she'll be back.

2. Find Simple Solutions 

Today's woman is a mother, wife, homemaker, professional, and CFO for her family.  She is always on the go, and doesn't always have time for “some assembly required” projects.  When showing her options, choose accessories that are easy to install and utilize.  “Step one, and done” is the ticket for today's female consumer.  If she wants a project, she'll tell you.

3. Go the Distance

In today's world, most women aren't looking to be in a new car every few years.  Her car is her family's home on the road, and she means to get all the value she can from her investment.  Accessories that preserve vehicle longevity will appeal to the thrifty mom looking to take her vehicle well into six digits.

4. Built for Comfort

Remember, the female consumer wears many hats, and logs a lot of miles. Between shuttling kids to school and extracurriculars, driving herself to and from work, running errands, not to mention just taking a trip for fun, she spends a lot of time in the car.  Accessories aiming to make that time more comfortable, convenient, or otherwise more pleasant are the way to go, particularly those that are aimed specifically to females.  Now, we're not talking about the pink steering wheel cover or headlight eyelashes.  Purse holders, back seat entertainment systems, and other such conveniences make her time behind the wheel a little less stressful, and that's what it's all about.

5. Think Green

This may be the most important of all the tips.  When I talk to women across the country about what they want to see in a new car, fuel efficiency and eco-friendliness are almost always the top of the list.  Items that speak to that need will resonate powerfully among women.  Items made with eco-friendly materials, goods that bolster aerodynamics and boost fuel efficiency, and high tech add-ons like GPS systems will be very appealing to women when presented in the context of a greener driving experience.

Courtesy of Insignia's Guest Blogger Jody DeVere, CEO of AskPatty.com Inc.

With the passing of legendary World Heavy Weight Champion boxer Joe Frazier, it leaves me thinking about what it really means to be a champion.  Smokin Joe Frazier, Big George, and The Greatest dominated a major American sport. But, that’s not all they did.  They were cultural icons and powerful businessmen. When establishing your accessories program in your dealership, you are going to need a champion to lead and keep the program going. But, who do you choose?

In the days before Google, when you wanted to find out what kind of auto accessories people might be interested in purchasing from your shop, you could take one of several approaches. Ultimately you are attempting to learn more about the customers personal needs, wants and desires. This information will add benefit in your qualifying questions. So what were some of those methods?

• Survey your customers

• Rely upon sales data from suppliers and distributors

• Test different accessories and see what sells

All of these methods have value – especially testing – but the fact is that Google offers some excellent and free tools for figuring out what kinds of accessories your customer might want to buy. While I'll describe the tools in detail in my next post, lets start with some data.

Based on numbers from March 2012, the 5 most searched types of auto accessories in the United States are probably:

1. Interior accessories including floor mats and seat covers – There were nearly 50,000 searches for the term “car seat covers” last month.

2. Racks and carriers, such as roof racks, cargo carriers, bike racks, ski/snowboard racks, etc.

3. Performance parts, such as programmers and chips, air intakes, and exhaust systems, with exhaust systems being very popular.

4. License plate frames – There were more than 22,000 searches for this exact term in March, not including more specific searches for exact types of license plate frames

5. Custom wheels

Now I say that these are “probably” the 5 most searched types of auto accessories because different customers search for different accessories depending on what they drive. A compact car owner is more likely to search for cargo racks than a full-size truck owner, while a full-size truck owner is more likely to search for an exhaust system than a compact car owner.

Put another way, I say “probably” because this kind of search data doesn't really mean much until you can apply it to your customers. Fortunately, it's pretty simple to gather this kind of data on your own. To find out what accessories you can sell based on what people are searching for be sure to read Part II of this article next week!

Courtesy of Insignia’s Guest Blogger: Author Jason Lancaster is an SEO consultant at Spork Marketing as well as the editor of TundraHeadquarters.com, a popular Toyota Tundra enthusiast website.