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“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?

Insignia customers, you are about to be upgraded.

Insignia's OnTrack 1.0 will release on August 7 and you’re going to love what you see. A sleek, modern new interface that’s easier to navigate because you deserve it. We’re proud to introduce OnTrack to our Toyota dealers who number close to 20% of TMS stores. This is our first step towards a complete revamping of the system to more closely align with your showroom process.

You read that right--when our customers give us feedback on what isn’t working in real-life accessory presentations, what would make vehicle personalization sales that much better, and what this system looks like in a perfect world, we listen.

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?

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.

No matter how you slice it, your sales team is paramount to your success as an automotive dealership. As the dealer, it’s your responsibility to create a favorable work environment where your floor team has an opportunity to make a living for themselves with the support of the management team. Qualifications to sell cars at your dealership should require more than willingness and a pulse. Too often a store succumbs to high turnover, and, in haste, hires Tommy Boy. Is there a way for dealership morale to thrive while front end gross increases?