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By: Will Parquette - Training Director, Gates Automotive Group
 In
today’s competitive marketplace, dealerships need to find and maximize any and
all possible profit sources. Accessories is one area that offers tremendous
potential- just look at the explosion of aftermarket and “tuner” items, or note
the success of companies like Harley-Davidson whose customers spend small
fortunes on accessories for their newly-purchased motorcycles. Here’s a plan
your dealership can use to bring accessories out of the back shelf and into the
customer forefront:
Build the Packages:
- Use low, middle and high content/price points
- Name each package (i.e Dealership Special Edition, Sport Group,
Work-Ready Package, etc.)
- Use factory information regarding most popular vehicle/accessory
combinations.
- Maintain adequate back-up stock
Pricing and marketing:
- Include installation in pricing
- Price competitively using market research
- Compare package price to “price if sold separately.”
- Pre-printed addendum labels for vehicles ( NOT handwritten )
- Discount price of vehicle- NOT ACCESSORY PACKAGE!
- Make up laminated accessory package menu for sales staff and F&I office.
- Use monthly payment info on F&I menu.
- Tie packages in with vehicle “lifestyle” as advertised in brochures and
ads.
Display:
- Maintain one accessorized vehicle in showroom at all times
- Add signage to display vehicle to identify package.
- Maintain one accessorized vehicle in service write-up or parts area if
available.
- Display and identify package components in parts retail display area.
- If display vehicle sold, prepare another unit immediately.
Get to work on your marketing plan, dress a vehicle up and put it in your
showroom today. Stand by for some fine extra profit!
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