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How to sell protection packages |
There are several questions you need to answer if you are going to be successful selling exterior and interior protection:- Does the protection package you offer at your dealership really work or is it just there to help increase the gross? If you can’t say that your product has real value, you’ll likely have a tough time selling it. Unless you’re just a slimy weasel and you don’t care about your customers.
- Do you know how it works? When presenting the performance of the engine, you possibly use a Feature, Function and Benefit model. The same should be used to sell protection. There should be a value story told to every customer.
- Have you asked the right questions? Do you know where the customer parks their car, whether they eat in the car or how often they wash and wax the car? These are important questions to ask if you are to make a successful presentation.
Half and Half Presentation
Many successful dealers have used their showroom accessory car to model their interior and exterior protection packages. We recommend a white car because fall out (rust particles that form in dots) can be easily seen. In addition to the wheels, aftermarket leather and other accessories, they apply interior and exterior protection to one half of the vehicle only. This allows the customer to see and feel the difference. It also allows for a very nice presentation. Here’s a sample:
“This vehicle has been protected on just one side. Take the back of your hand and gently rub it across both sides.” (Demonstrate the action by beginning on one side and crossing to the next. Then wait for them to do it) “How does that feel?”
You may also have some successful ideas for selling protection. Why not share them with us?
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For more information or should you have any questions please contact:
shawn.ryder@autouniversity.com© 2008 Auto University - A Division of Ted Ings Group, Inc. All Rights Reserved 
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