Vehicle Personalization is a process for driving accessories sales and creating an accessories culture.
Vehicle Personalization is a process and software system for driving accessories sales and creating an accessories culture. Vehicle Personalization is how customers tailor their vehicles to their needs and lifestyle. The Insignia Group process attunes you to this, enhancing the customer experience, increasing revenue, and creating repeat business.
The process begins once the customer chooses their new vehicle before discussing financing in the office.
Once your customer is registered in the system and loves their new vehicle, it’s time to present accessories. Remember, used is still new to your customer, and you should also offer accessories for these.
You can learn much about the customer's needs during your discovery process.
- If they are trading in a vehicle mentally note the accessories they already have. They’ll probably want the same ones.
- Talk to the customer about their hobbies. Do they enjoy bike riding or boating? This discussion can lead you to a lead-in product and a substantial sales opportunity.
The best time to present accessories is while waiting to finalize the deal. Using our provided word track will help you start the accessory conversation while filling the wait time void. Tell the customer, “It will take a few minutes to get you into the business office. The manufacturer has asked us to show our customers the options to personalize and protect the vehicle. You don't mind, do you?”
Another way to introduce accessories is simply asking the customer what they want. Often they already have a shopping list! Why not get them from you today?
Suppose the customer wants free accessories. In that case, the salesperson explains that they “already arrived at the best deal available and are simply presenting accessories for the manufacturer.” This vital step avoids the common request of “throw it into the deal.”
Customers will buy accessories from you when they buy their vehicle because of the increased ease of purchase.
One of the most successful ways to maximize your presentation is to build a wish list with your customer. This low-pressure approach minimizes the upfront commitment to buy.
Tell them, "Many of our customers create a wish list of any accessories that they might want to personalize and protect their vehicle. After that, I can show you approximately what your entire wish list would cost. If necessary, we can trim it to meet your budget. Anything we add to your wish list is not a commitment to buy; it’s just accessories you might like to have.”
Most customers are familiar with how Amazon works, so you may say, “Have you ever shopped online with Amazon and filled up your cart with items? Then when you went to the checkout, you sorted through and deleted the things you decided not to buy. We will do the same thing here.”
Show the customer how to navigate the system and add accessories to their cart. Even if they’re not interested in purchasing today, it’ll show them how to shop from home later.
The best practice is to make a few recommendations and let them drive the process. The lead-in product introduces a popular accessory that might get an easy “yes.” Then, move as quickly as possible into the shopping process.
Turn the shopping over to the customer. After leaving your customer with the accessories system to “check on their paperwork” or “get them a beverage,” provide them enough time to browse the accessories. Don’t be surprised when you return; they’re focused on potential accessories or have a cart full of options they want.
If they decide to remove any accessories from their wish list, you can use the “Email Cart” function on the Shopping Cart to email them their complete Wish List for future purchases before deleting anything.
If it’s their idea, it’s a good idea. The customer is driving; you’re steering. This opportunity makes time pass quickly for your customers. All stores focus on shortening the purchase process time. If we can keep customers focused on their new purchase by personalizing it, we enhance their experience, resulting in better satisfaction surveys and more money.