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

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

What Sales Can Say to Customers Who "Want to Think About It"

Posted by Whitney Williams on Jan 25, 2022 10:34:15 AM

Quality salespeople will tell you they'll take "no" over "let me think on it" any day. A “no” is a bit easier to work with. Perhaps, this person was an unqualified prospect or someone to call in six months. Somebody who wants to think about it, on the other hand, can require some gymnastics to get to the real objection. It's nothing you can't handle. Remember to maintain an empathetic and positive attitude while selling around the objections.

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Topics: sales team, Accessories sales, tips, increase sales

Winning Over Online Customers at a Dealership

Posted by Whitney Williams on Jan 11, 2021 11:57:45 AM

The pandemic rocketed the automotive industry forward one to three years in accepting digital retailing. Years before COVID, we knew Carvana and Vroom were changing the way consumers bought cars. The option to buy online affected dealerships some, however, we weren’t comparing apples to apples.

Consumers did, and still do like to sit in a car before they buy it. With the majority of customers buying cars traditionally, online retailing was a secondary focus. Just one year ago, merely having a web inventory and an active social media presence made your store competitive in the digital space.

Well, now, everything’s changed.

Why Does Automotive Digital Retailing Matter? 

Google published some astonishing statistics about online buyers. Their data showed that 84% of Americans are shopping for something in any 48-hour period. Additionally, 63% of all shopping began online. The research went further, examining trends when people buy specific products. Those in the market for a car took to Google to gather information. Said consumers ranged from 20 to 68 years old. Over time, these shoppers researched the best dealership, brand, and trade-in online. We can infer the end result. The consumer likely bought a car they chose from their research. The vehicle was likely purchased from a highly-rated dealership, also found online. 

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Topics: Customer Retention, Dealership, eCommerce, success, increase sales, customer experience, Digital Retailing

3 Considerations For Choosing a Lead-In Product

Posted by Whitney Williams on Oct 8, 2020 12:00:00 PM

These are unique times for the automotive industry. Online car sales are surpassing what we're used to, while in-person sales are transforming to fit the times. Unfortunately, accessories can fall by the wayside when we're hyper-focused on moving metal. After all, many dealerships are merely surviving. How can a salesperson offer accessories online without losing the customer's interest? How can an in-person sale survive the perceived "extra step" of an accessory presentation?

The reality is, accessories can cushion your bottom line. After all the hard falls we had this spring, we could all use some extra cushion now. So don't neglect the incredible profit potential Vehicle Personalization has to offer! Lead in to your lead-in products for an easy transition from car sale to accessory presentation.

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Topics: Process Training, Dealership, accessories, Accessories sales, tips, online catalog, increase sales, profit, tailgating, Lead in, Lead