As the buzz around the 2016 SEMA Show proved, the accessories market is more popular than ever, with no signs of slowing down in the near future.
This is great news for dealerships.
With less profit coming from the actual car sale, dealers have to find new ways to survive and make money. Remember 40 years ago, when dealers were faced with this same dilemma? The F&I department was created, and it has been a standard in dealerships ever since.
Today, accessories are the new profit center.
And today’s accessories are more than just the fancy gadgets loaded on shiny new vehicle units.
What about used car personalization?
What about selling accessories to your used car buyers?
Some dealers are selling almost as many used cars as they are new. Used car buyers are your customers, too. They deserve the same buying experience as your new car buyers.
Why should you consider used car buyers as prospects for accessories?
- Used vehicles are usually a less expensive purchase option, leaving more cash in the customer’s wallet to spend on accessories.
- It is rare a customer will find everything desired in one used model at your dealership. Offering personalization options up-front, such as DVD or navigation systems, roof racks, and even leather or heated seats, will make your used car selection more desirable.
- Pre-loading accessories can help spruce up a less than desirable trade-in to increase its value and appeal. For example: If the seats are dirty, upgrade by pre-loading leather seats.
Accessories are not just for new cars. If you ignore your used car buyers when it comes to accessories sales, you are letting potential profits drive out of your store.
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Author: Mitch Falink
Mitch Falink is vice president of Variable Operations Sales at Reynolds and Reynolds. Falink received his bachelor’s degree in Political Science from The University of St. Thomas in St. Paul, Minnesota. He started his career at Reynolds in 1997 as a system account manager. Since then, he has steadily climbed the ranks within the company. He became Midwest CRM specialist in 2003 and was promoted to the national CRM specialist position in 2005. Falink then became regional sales director for the Southeast in 2007 and was named to his current role in 2016. E-mail: email@example.com.