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Successful dealerships do not sell vehicle personalization.

No, dealers with millions in added front-end gross are not made up of smooth-talking accessory managers. High volume personalization profit centers aren't giving anything away, using gimmick advertising, or bulldozing weary car buyers. Dealerships climbing the ladder in the accessory business are simply educating every customer on the options available to enhance, protect, and prolong their vehicle, all with an affordable monthly payment.

The Fourth of July brings its own unique set of challenges and opportunities to the dealership world. Though hitting sales goals isn’t typically targeted for the first week of the month, the upcoming July holiday is known for big business. Many dealers advertise rock bottom prices on base models to bring consumers in for the sale. It’s a tactic that’s worked for stores both big and small, regardless of brand, for years on end.

The problem with these slashed prices is the shrinking profit margin, and the fact no two customers are alike. The good news is vehicle personalization solves both. Not only will you add front end gross by selling personalization in the showroom, you’ll also cater to drivers looking for luxury, upgrades, or lifestyle accessories to fit their needs.

Any dealership can slap together an accessory program, hand out a brochure, and dangle a carrot in front of their sale staff. More than likely, you can sell a few things with this approach. There’s no doubt, after all, that people are buying accessories: simply offering the product will produce a few bucks.

Dealerships that are building million-dollar personalization profit centers in the showroom know that vehicle personalization is an art form and requires careful attention to detail. Success in selling accessories takes a carefully constructed process, which varies by things like brand and store size, to name a few. As more and more dealerships across the nation tap into the multi-billion-dollar industry of automotive accessories, the necessity of shepherding in the process climbs in demand.

To preload or not to preload? That is the question. Except that isn’t the only question. There are about a dozen others, including what to preload? Should we just order port-installed options? Does the dealership make any money with port-installed options? Does anyone have an Excedrin?

A thriving dealership knows to never miss an opportunity with a captive audience. Automotive Broadcasting Network cites 400 million hours of wasted in-store time spent by Americans in a year. Too many dealerships herd these consumers, waiting on service or F&I, to solitary confinement with a cup of bad coffee and a fish tank to entertain them.

Even the small cars need a touch of pizzazz.

Compacts cut a metropolitan profile these days. In this market, it’s not enough to be fuel-efficient. Popular small cars such as the Chevrolet Cruze, Honda Civic, and Ford Focus sport sleek body lines. Those lines feature popping colors and racks to support all sorts of outdoor habits.

Which customization and accessories, dealer or aftermarket, will let you ride like a boss? Here’s a guide to a few.

Recent articles in The Automotive News (AN) address an age-old topic no dealer principal can ignore--lot rot, or, the costly practice of maintaining a large inventory in hopes of grabbing a buyer’s attention. Mega corporations such as GM and BMW have tried to transition buyers to the build-to-order model, without success.

AN news writer Larry Vellequette identifies the “legendary impatience of American car buyers”

The original. The 60’s coined the phrase “Do your own thing”, and the 1964 debut of the Ford Mustang made personalization an American legend. If Mustang hype lives on 52 years later (and Mustang hype does live on), imagine the ripple effect that personalization has had on the competition. We know Mustang and Camaro have been competing for years, but aren’t all OE’s in competition to produce the top selling vehicle?

It’s shaping up as another big year for the auto industry. If projections hold true, it’d make six consecutive years of growth for car makers. Experts forecast 17 million sales for 2015. This bright outlook extends across the board for auto makers. Yet, one stands above with an incredible boost in first-quarter operating profit.

American dealerships report a rise in new-car sales, and also a drop in profit margin. It’s a perplexing contrast for sure. The direction for both numbers remains consistent for all five publicly traded dealership groups. It’s worth an examination and a handful of theories. Interpretation of the numbers will influence how the groups proceed.