Blog

YouTube offers tremendous opportunities for dealers. By observing a few Internet video best practices, you can promote vehicles, sell accessories, and build a fan base from this one platform. Here are two examples of auto dealers that promote vehicles and sell accessories with video that we can all learn from.

Our “have it your way” society is hungry for more monogram stickers, a broader array of window tint options, engines that purr in another language, and decoupage. Dealer principals all over America are behind closed doors pouring over staggering statistics about vehicle personalization. Some laugh with delight, others cry at the seemingly insurmountable behemoth.

Whether you find joy or sorrow in the multi-billion dollar “uniquely mine” industry, one thing remains true: this consumer trend isn’t going away. So how can a dealer effectively keep climbing a mountain that’s still growing? Stay active, grasshopper.

Changes made to image. Courtesy of  Haiden Goggin. license information here

Car buyers like to feel good about their investment - and if you’re running a dealership you wouldn’t have it any other way. Customers in the market for purchasing a vehicle have more buying options than ever before. The convenience of the internet has led to streamlined transactions, rather than a car-buying experience.

Subaru of Clear Lake Parts manager Nick Heidaker expresses the importance of an accessories program at his store, “Our customers find value in personalizing their vehicles—it also gives us a chance in parts/service to meet the customer before their first service appointment.”

In 2018, my dad is even talking about leasing a car. This is the same guy that is adamantly opposed to renting a house, and until lately would have never considered a lease. My dad always said you should never throw your money at something every month that you won’t eventually own.

But even Dad is raising his eyebrows at the opportunity to bring home a really nice vehicle at a fixed cost and turn it right back in when (Mom) is ready for a new one.  You won’t believe this, but my dad isn’t the only one that is on to something.

Turns out basically all of America got the same direct mailer because leasing is on the up and up, and still upping. If you’re not fully versed in the ease, joy, and beauty of accessorizing a leased vehicle, then get ready to be dazzled, my friend. Presenting personalization can’t be any easier than to your lease guy (or gal). *

Just a few years ago, you could resist the social media temptress. No, it wasn’t popular, but you could pull it off. Swim upstream a bit. Dabble, but resist diving right in. No more. The social media beast is hungry and it eats a full time salaried position at your dealership for breakfast.

Society as a whole has embraced  the culture of social media and the ease of access to search, shop, and even sell from an online platform. Your grandmother has been on Facebook for two years and is ready to move on to Instagram. Your customer is no exception--and you’ll lose business if you don’t believe it.

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?

Getting started with accessory sales can be overwhelming. You want to capitalize on the profits Vehicle Personalization offers, but you don’t know where to start.  We’ve got good news--there’s one simple technique that will tackle your major focuses and gain big results from all departments: the rule of three. Stocking accessories in threes reaps three major benefits. 

As a general manager or dealer principle, you’re all about increasing gross profit for your dealership while keeping laser focus on great CSI. Today’s customers are happy when they get what they want, and quickly. With Vehicle Personalization, your dealership can deliver on both demands with the rule of three.

*updated 3/15/2022

The Vehicle Personalization beast is growing—and it needs more room. Your showroom isn’t big enough to contain the accessory sales mammoth anymore. Vehicle customization is stretching its limbs into F&I sales, and your finance manager ought to receive Godzilla with open arms. While it’s a widely known fact that accessorizing vehicles at the point of sale benefits your bottom line and your customer, the benefit to all departments is less commonly agreed upon; especially when it comes to F&I benefits.

Vehicles from the port are like extended family at Christmas. You’re happy to welcome them and treat them well, and even happier to send them off. Overstaying your welcome is never a good look, even when you’re a shiny new car. Sometimes, there are a few laggards that one must encourage. Time is truly money in the dealership realm. Keeping inventory moving at a steady pace is essential and the best way to minimize lot rot is to prevent it, with style.

“In the next ten years, 40% of all new vehicles will be sold to millennials, and they’ll be buying cars for the rest of the 21st century” [AutoTrader]

In 2013, AutoTrader conducted an extensive study of the millennials buying motives and power. Fast-forward to present day and we clearly see these findings unfolding as automotive dealerships perform back flips to keep up with consumer demands. There are enough articles about the habits of millennials and the iGeneration to fill a small galaxy. With so much information to sift through, how can a dealership stay up-to-date on the latest trends, technology, and marketing, and still sell cars?