What an Apple store can teach dealerships

Posted by Insignia Group on Jan 23, 2013 10:00:00 AM

Apple stores are one of the most successful retail stores in the world. According to The Mac Observer, one of their largest growing product segments is accessories. iPad owners average spending $150+ on accessories. Technology experts believe that if others want to compete, they'll have to partner with an accessories maker.

How can dealerships replicate Apple’s success selling accessories?

Here are three key components that retail experts believe are a part of Apple’s secret recipe for success, and examples of how you can mimic them in your as it relates to vehicle personalization.

1. Visual Appeal

Apple...The Genius Bar: This is the heart of the Apple Store. The Genius Bar’s displays are informative. They usually have at least two 15” computer monitors that offer tips and product information. Thorough thought and planning go into the pre-loaded photos and videos displayed on every unit in the store. Personnel stationed at the Genius Bar carry Apple products like iPads to assist customers.

Dealership...Showroom Mannequins (pre-load): The same visual interest Apple uses their 'Genius Bar' to create can be done with your display vehicle. Magnetic arrows can be used to display pricing information on pre-loaded accessories. Choose vehicles and pre-loads based on what sells in your store. You can also have sales consultants carry iPads with personalization sales tools installed on them, as well as service appointment applications etc. The key is to be visually appealing and informative.

 

2. Knowledge & Process

Apple...Informative Staff (The Genius):  Sales consultants at the Apple store are referred to as Geniuses. Staff members are highly informed about the products they sell. The lead Genius at the Apple store is in charge of overseeing customer service and support. All Geniuses can offer answers about Apple products and services.

Dealership...Accessories Champions:  When establishing your personalization profit center, it’s important to have a trained staff member to answer customer’s questions, introduce options to customer, and carry the accessories program banner throughout the dealership. This person is your accessories champion. They are well informed on the services you provide and on accessories themselves. They ensure that the personalization process is carried out properly from selection to installation.

3. Training

Apple...Detail Oriented Training: Apple has one of the most detail oriented sales training programs in the retail sector. Many regard Apple’s retail training and certification program as oneof  its secrets to success. Geniuses receive regular training on new products as Apple is constantly coming out with original technology for their customers.

Dealership...Accessory Sales Training: If your store is going to be successful in selling accessories on every deal, it's important that everyone knows what’s expected of them. Apple’s training program sets the stage for stellar sales performance by their stores. In the same way, personalization process training for all involved sets the standard and expectation of an accessory program. Each person should know the process, how it works, and what role they play.

 

Sales process is key

Topics: Sales Best Practices, Presentation Tools, Increase Profits, Process Training