Best Practice: 3 ways to educate, not sell

Posted by Whitney Williams on Mar 28, 2018 11:30:00 AM

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?

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Topics: Accessories System, Sales Best Practices, Presentation Tools, Increase Profits, Process Training, Questions, Dealership, Vehicle Personalization, accessories, Showroom, staff, sales team, sales, Best Practice

Toyota of Portland: Vehicle Personalization Gives New Hire Chance to Succeed

Posted by Whitney Williams on Jul 27, 2017 3:00:00 PM

If you thought middle school gym class was nerve wracking, how about your first day in car sales?

Being the fresh face on the sales floor can be intense. There’s a lot to be learned and plenty of competition. While healthy dealerships foster a team atmosphere that builds each individual up, a desire to prove oneself is prevalent in the showroom.

With incentive checks, recognition, and promotions at stake, it’s no wonder that every good salesperson wants to be number one. When that need to achieve is nurtured in a good-natured environment, these highly motivated salespeople lay a sturdy foundation for profitable dealerships to build upon. But how do dealerships acculturate the new guy (or gal) to the competition without discouraging them?

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Topics: Accessory News, Increase Profits, Process Training, Toyota, Dealership, accessories, staff, sales team, sales, accessories installations, Educate

Educators in your showroom

Posted by Whitney Williams on Jul 20, 2017 12:05:07 PM

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.

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Topics: Accessories System, Presentation Tools, Increase Profits, Process Training, Dealership, Vehicle Personalization, staff, sales, Educate

There's no one-size-fits all, but you can start here

Posted by Whitney Williams on Jun 2, 2017 1:30:00 PM

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 artform and requires careful attention to details. 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.

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Topics: Accessories System, Improve CSI, Accessory News, Increase Profits, Process Training, Marketing, Dealership, sales

Sonic dealership continues high-volume pace using accessories strategy

Posted by Whitney Williams on May 23, 2017 2:10:00 PM

If there were a school for how to master this car dealership thing, you’d read about Denver’s Mountain States Toyota in the history book. Consistent vision. Unrivaled dedication to the success of each team member. Well over two million dollars in accessory sales for two years running.

General Sales Manager Sean Kramer reflects on the incredible accomplishments of Mountain States Toyota.

"We’ve seen tremendous growth in sales volume and accessory sales since implementing our Insignia process about two and a half years ago,” Kramer explains.

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Topics: Accessories System, Sales Best Practices, Accessory News, Increase Profits, Process Training, Marketing, Customer Success, Toyota, Dealership, Challenge Coin, Vehicle Personalization, accessories, Showroom, Mountain State, Sonic Dealership

The Importance Of Upper Level Management Buy In

Posted by Whitney Williams on Nov 22, 2016 2:06:18 PM

Becoming a successful salesperson requires thorough training. While many pursue a sales career to complement natural people skills, even the best sales person requires training specific to the dealership’s process. Think about your new employee training. What’s the length of the training, and what does it entail? How do you invest in your new sales staff to ensure a return on investment? Who supports new hires as they acclimate to the job? Most dealers can agree on a few key points when it comes to inducting staff, particularly on the sales floor. Proper training is essential, as well as support and follow-through from the employee’s manager.

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Topics: Process Training, staff, sales team

What is your accessory product offering?

Posted by Insignia Group on May 19, 2015 8:00:00 AM

What’s your go-to offering for vehicle personalization? We’re talking lead-in products. As dealerships develop a plan for vehicle customization, a lead-in product ought to emerge. With emphasis on accessory sales, a dealership can play to its strengths at a crucial juncture.

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Topics: Accessories System, Customer Retention, Process Training

What Is a We-Owe & Why Is It Important?

Posted by Insignia Group on Apr 2, 2015 8:30:00 AM

Is the We-Owe what it’s really all about? Sometimes buying a car can feel like the Hokey Pokey, but the We-Owe is what it’s all about. This one document is an invaluable part of the car-buying process.

History of the We-Owe

The “due bill” (We-Owe) originated from a need to protect both dealerships and customers from making false claims on a car sale. We-Owes date back to the beginning of the dealership world, when the industry had a less savory reputation for swindling people out of their hard-earned money. The ‘We-Owe’ process is fluid; there is no one-way to satisfy the laws.

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Topics: Accessories System, Customer Retention, Improve CSI, Process Training

My $20,000 showroom Kiosk doesn’t ask the question

Posted by Insignia Group on Oct 21, 2014 9:00:00 AM

In order to promote products and services in the dealership, many dealers invest heavily in elaborate displays like a kiosk.  In theory, it's cool. It probably even looks good sitting in your showroom--but as a stand-alone display, it lacks the valuable influence of a trained sales person.

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Topics: Accessories System, Presentation Tools, Increase Profits, Process Training

Word track example: value in personalizing at the dealership

Posted by Insignia Group on Jul 21, 2014 9:00:00 AM

DVDs in the family minivan almost seem like a must have these days, particularly for families with young children. How do you convince customers to get their DVD players installed at the dealership, rather than purchasing on eBay? Here is a word track to point out the benefits of headrest DVD systems installed at the dealership.

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Topics: Word Tracks, Presentation Tools, Process Training