Available approaches to presenting accessories
An accessory presentation is part of your typical vehicle sale process. The Vehicle Personalization article provides additional best practice tips to make the presentation successful.
Variations are helpful as they assist in starting the accessory conversation.
The Parts Freebie
The parts department adds a complimentary item, such as a hat, t-shirt, or key chain, into your accessories system.
When featured, you’ll start the presentation with the customer by allowing them to pick their freebie, a gentle segue into presenting accessories. The customer must be registered in the accessory system to receive their gift so you can add their freebie to the shopping cart.
Offering a coupon for accessories is also effective. Even better, use the coupon and freebie together!
Packages
Offering a package that contains three accessories to all customers is a great way to start the accessories conversation. Many dealers include protection products as part of this package. We recommend that your store create a package for each model using the most common and low-cost accessories with minimum labor.
Presenting packages first forces the customer to agree or disagree when penciling the deal. If you offer it earlier, it’s not a shock to the customer. Once you’ve discussed the accessories in the package, it’s an excellent time to present what else is available.
Manufacturer Scapegoat
The manufacturer scapegoat approach helps you counter objections. You’ll present accessories and explain that the manufacturer asked you to do it.
Tell the customer that the “manufacturer has asked us to make you aware of ways to personalize and protect your vehicle.”
Selling accessories is part of your job; management can work out the specific word tracks, and you can make it your own.
Don’t ask them if they want to see accessory options; just do it. Don’t give the customer a choice; just make it part of the process.
Dedicated Accessories Person
The final approach is using a dedicated person to sell accessories. They’ll talk to the client while you do something away from your desk, or some dealerships have the sales associate bring the customer to their office.
Pick an approach and make it your own. Use it constantly on every deal by making it part of your presentation. The more you talk about accessories, the easier it’ll become.