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How Consistency Creates Cash Commission
Texas is typically known for its Alamo–did you know that it’s also known for its dealership success? Superior Subaru of Houston has an astounding accessory sales track record that makes other dealerships jealous. Superior Subaru has leveled up, from the previous year, with a whopping 72% increase in average monthly sales revenue. We spoke to sales manager Naser Maraghi from Superior Subaru to take a closer look at their accessory sales process.
Q: What is the typical amount of accessory sales your dealership does in a month?
A: “Around $19k in [accessory] sales revenue. That was my 90-day goal.”
Q: You went from average monthly revenue of $11k, in 2021, to $19k, in 2022; what do you think helped your store reach those numbers?
A: “I think one of them is our Subaru menu that we give to customers with the Insignia Group system in front of them. Secondly, we explain the benefit of the accessory. Plenty of people can see the price but aren’t aware of the benefit behind the accessory. Lastly, our salespeople receive cash commission on their accessory sales to incentivize our team members to present accessories at every vehicle sale.”
Q: Do you have any advice for other dealerships out there who might be struggling with getting employees to “buy in” with using our system, to promote accessory sales?
A: “Our dealership uses our Subaru catalog along with the Insignia Group system so customers have all the information they need in front of them. Customers will get accessories elsewhere if they are not presented at the time of the vehicle sale—so there’s no reason not to present them every single time. Explaining the benefit outweighs the price.”
Q: What are your thoughts on the inventory shortage and what you are seeing on the floor?
A: “People were struggling in the beginning, but after a month of starting a new process both the customers and the salespeople became well versed in the change of how we had to sell. Customers could have a meeting to discuss what vehicle they could order and what accessories they could add on, or be shown what we had in the lot/show our used cars. It became more normal as time went on.”
Q: Is there anything unique about your accessory sales process you’d like to shed light on?
A: “Consistency. We make sure that every single sale has an accessory sales presentation to ensure every customer is getting all the information they need. We give our customers the Subaru accessories book to be able to have all the options at their fingertips while our salespeople explain the benefits.”
Do You Make $19k a Month in Auto Accessory Sales?
As you can see, an easy way to generate more sales revenue is to present accessories at every vehicle sale. While you’d think this must be standard practice, not every dealer is presenting accessories consistently. As we ended our call, Naser hopped off by saying “time to go sell some accessories!” That’s exactly the attitude we love to hear, and nothing makes us happier than salespeople excited to get back to the grind.
Every dealership has a unique accessory sales process that works for them, and reading our success stories gives your dealership insight into various processes that can be incorporated into your dealership. If your dealership is struggling with accessory sales, schedule a demo with us today to learn more about how we can upgrade your approach!
