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Insignia Group

Insignia Group Automotive Software Provider

Exclusive Blog Posts

Using Images in Your Walkaround

Using Images in Your Walkaround

    Here's a quick tip you can use in your walkaround that can increase your sales performance TODAY.  Your sales process does…

Want Happy Service Advisors? Give Them the Pay Plan They Want

Want Happy Service Advisors? Give Them the Pay Plan They Want

You learn a lot about yourself in the service drive. You quickly find out if you’re truly an extrovert or an introvert-in-disguise, you discover if y…

Recession Proofing Your Dealership

Recession Proofing Your Dealership

Right now, there’s all sorts of talk and murmurings about a coming recession. If you weren’t in business ten years ago, then you might not real…

What's the Deal With Split Deals?

What's the Deal With Split Deals?

We have all had one time or another where we had to split a deal. Splitting that deal, however, was often easier said than done. Once we had an agreem…

Top Reasons to Avoid the Island Mentality When it Comes to Meetings

Top Reasons to Avoid the Island Mentality When it Comes to Meetings

Week after week we have the same meeting at the dealership. That is the GM sitting down with each department manager to review where they are at, projectio…

Educators in your showroom

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.

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Educating the customer, rather than pitching another product, is an irreplaceable part of the process. Insignia’s National Account and Consulting Sales Lead, Shawn Skalski, stresses this crucial tone change as a best practice tip in every training.

“‘No one likes to be sold, but everyone likes to buy’” is a quote that has been used for many years, and vehicle personalization is no exception,” Shawn says. “I see it a lot in dealerships--the breakdown with vehicle customization is the simple fact that the customer is not educated on two basic principles. First, the majority of the time a customer does not know these options are available to them, and second they do not realize they can be purchased at the dealership.”

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Educating the customer can turn your typical sales pitch into a valuable lesson that everyone can benefit from. When it comes to launching an accessory program, adding another step to the sales process is a frequent reservation among dealer management.

It makes sense, doesn't it? After all, you’ve just sold a car--you'd hate to bombard that customer with another sales pitch while they’re waiting to go into F&I. Isn't F&I going to sell their products, too? Are we trying to run the customer out of the showroom, clinging to their wallet for dear life? You may be thinking “give the customer break”--and we would agree.

Accessories are a multi (multi, multi) billion dollar industry. As long as consumers are driving cars, they’re buying accessories. Knowing that, the pressure is off. Please do give your customer a break after the vehicle purchase. Comfortable seating in a relaxed environment, a cold drink, and a zero-pressure browsing experience to fill the wait time.

Pull up your customer’s new vehicle--the one he’s excited about that came in his desired cherry red--and turn your computer screen over to him. Now the salesperson is just the expert, here to educate--not to sell.

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Sales is free to slip out and refresh themselves while the customer breathes easy, clicking through the array of options that fit every budget and background. Checking back in on the customer, the educator explains the benefit of the most popular add-ons, and can answer any questions.

The customer is relaxed, refreshed, and making their own decision about what will enhance the driving experience, based off the experience provided by the personalization expert.

There's no need to sell vehicle personalization. All you need to do is offer the experience and educate your customer at the point of sale: vehicle personalization will sell itself.

Want to educate your dealership? Get started here

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