When is the most effective time to present personalization options to your customer?
This proven method capitalizes on multiple variables. Throughout the sales process, you’ll get to know your customer’s dominant buying motives and accessory needs based on his lifestyle. Immediately after the sale of the vehicle, your customer is excited about his purchase, already in buying mode, and most open to customization. Using wait time appropriately improves the customer experience. Furthermore, tactfully choosing the time of your presentation significantly decreases the chance your customer will expect you to throw in accessories to gain their business. Want to take it a step further? Build your own personalization profit center and ensure the customer’s sensory experience is heightened with visual accessory displays and the most comfortable shopping event your dealership can cook up.
Who is the best person to present accessories to the customer?
Answer: D
As with many processes in your store, there’s more than one way to skin a cat. There is undeniable proof, however, that a dedicated accessory manager is the best option for dealerships with enough volume to support the role. Turning the customer over to an accessory manager accomplishes several things. For one, it removes the risk of losing the sale, and it removes pressure to throw in items for free. (While these fears are largely unfounded, these are common objections that keep many sales teams from embracing the process). Secondly, a dedicated accessory manager is just that--dedicated. He or she will be the most educated on all things personalization and best equipped to cater to the customer, while simultaneously serving as the point person for future follow up. This accessory manager keeps customer information streamlined and organized cross departmentally and reduces the risk of anyone slipping through the cracks.
What are the best accessories to offer your customer?
Answer: All of the above
Trick question. We’re in the accessory game to increase front end gross, so always offer your high-dollar customization options. Don’t assume the customer isn’t going for it. We also want to listen to your customer’s desires, needs, and lifestyle and make suggestions based on what you hear the customer saying. After all, the customer is looking to your staff to be the expert here. In addition, showcasing a large catalogue can be to your benefit as long as you don’t overwhelm the customer with options. If you’ve listened to the customer’s needs, you’ll know how to narrow down your suggestions. Still, have the flexibility to sell a full protection package to one customer and floor mats to the next. Lastly, strive for excellence and explain to your customer how certain accessories can prolong the life of a vehicle. A satisfied customer is a repeat customer.
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