When presented with a prospect, one of your first questions will be: “What are you looking for in your new car?” From there you’ll narrow down the type of vehicle, make, model, and a list of features. Features on a vehicle used to not carry much importance. But, today’s “A la carte” culture has placed an extreme level of significance on options in a purchase deal. Another factor weighing heavily on the car deal is a customer’s budget. So, what do you do when a customer’s taste in features doesn’t fit their budget?
You let them order “A la carte.”
Here are two examples of how a customer can get exactly what they want, stay within their budget and add money to the dealership.
Example 1: “Floridian that needs to travel and talk hands free”
This customer is interested in the 2012 Toyota Camry and her max budget is $25K. Her career requires that she travels so she would like navigation and Bluetooth phone capability. The 12 Toyoata Camry XLE has both features she is looking for and each one currently on the lot has leather. She doesn’t want leather interior because she feels it gets too hot in Florida.
The solution...offer a base model that’s in her price range. Then, add the navigation and Bluetooth as accessories.
Example 2: “He wants a truck and she needs the comfort”
This customer wants a truck for his weekend outdoor projects and the occasional road trip. So he selects a 2012 Chevrolet Silverado 1500 Regular cab LT for $18,649. However his wife isn’t satisfied with cloth interior. She is used to heated leather seats. The Silverados that you have with heated seats are LTZs that cost almost $13,000 more. Your customer doesn’t want to invest that amount of money.
The solution...add heated leather seat accessories and increase your front end gross by $2,793.00.
Both customers got the vehicle they wanted, the features they wanted, stayed in their price range, and spent additional money with the dealership. The next time you have a customer whose taste in features does not fit their budget try selling accessories in the dealership as a way of meeting their needs and wants. Let them order “A la carte. Do you have any other examples? Share them with us.
Insignia Group, the leading provider of accessories sales systems and training has helped dealers maximize profits for over 10 years. Supporting 20+ brands and dealerships nationwide, we help our customers establish and grow their Accessories Profit Center. Call 888-579-4458 to learn more or schedule a demo.