Tap the Market for Aftermarket Parts/Accessories
When thermometer readings dip, profits begin to slip. Floor traffic fades and sales start to wane. Fall is the dealership’s call to feature aftermarket parts and accessories. We all have seen special paint jobs on economy cars, flames on small pick-ups, DVD’s playing in the SUVs.
Attitude adjustments
Much of our success in the aftermarket arena resides in attitude, which means we can’t afford to view parts and accessories as someone else’s department or not a part of our own pay plan. Get over it! Parts and accessories open up opportunities. Many of your customers are spending big dollars to customize their vehicles. Do they know they can customize with you?
Spread the news by advertising. Include questions about customization products on the trade interview sheet. Promote accessories. Find the folks who would rather have the shine-on chrome wheels than the sparkle on diamonds. Showcase your accessories with presentation books. Use signage to designate an area of the showroom as a customizing center. I recently entered a tire shop and was introduced to their wall of Bling. I have to think that these chrome spinner rims are gaining in popularity – partly due to showcase marketing.
Clinics that Click!
When floor traffic fizzles, arrange Saturday clinics on How to Customize Your Wheels. Then, use the clinic content as a point of departure to generate excitement about what is new on the showroom floor. We encourage our sales personnel to prospect by phone and mail. Clinics give them a reason to make a call or mail a card. Everyone likes to be invited to a party. Make it a Parts and Accessories Party on Saturday morning. Make sure your clinic doesn’t go beyond 25 minutes and give it a theme:
•Selecting the Right Wheels
•Towing Capacity for Trucks: Finding the Right Hitch for the Job
• Protective Coatings: Your Critical Defense Against the Elements
• Driving Entertainment: How to Make it Work for You
• Bed Liners are NOT All Equal: Is Yours Up to the Task?
• Tired of Fighting the Bugs? Learn All About the Bug Guard Solution
You get the idea. Make coffee, bring in some treats and get Saturday off to a fun start. Invite your guest to bring a friend.
Quid Pro Quo
Customers who retain their vehicles longer still want convenience and that special something that sets their ride apart from everyone else’s. They are looking for the wow– factor. When you help people get what they want, they will help you get what you want: A strong customer base and sales to grow on.
Dealer Marketing Magazine, November 2005, p. 26