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BUYING
STRATEGIES
WALK-IN
TRAFFIC COURSES
PROSPECTING
SERVICE DEPARTMENT
COURSES
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by Dealership University
The
Parts and Accessories Department can be one of the most
exciting places to work in the dealership. After all,
the busier you are, the more fun you have, and the more
money you make! The P&A department is
often referred to as the hub of the dealership. This is
because the P & A department usually gets more walk-ins
and telephone calls than any other department. The
challenge is that the counter gets so busy that
we can sometimes lose focus and not remember that we are really in the
business of
selling
product, not just taking orders!
Lets
take a look at some basic fundamentals we can follow to
increase our sales, make more money, and develop happy
loyal customers. The first step of selling is always an
enthusiastic greeting. First impressions are critical,
so be sure to smile, introduce yourself, and get your customers
name. Calling your customer's by name is a small detail,
but an integral component to developing rapport.
After
the introduction, begin interviewing your customer to
determine exactly what it is they are looking for. Try
open-ended questions These are questions that cannot be
answered with a "yes" or "no". For example “What kind of
bike do you have?” Then move on to "Either Or"
questions. These are great questions to help your
customers make decisions. “Are you looking for a full
faced helmet or open faced?”
Next
is the presentation of the product. Did you know that
80% of the buying decision is made during the
presentation? A strong presentation/demonstration
will not only be a huge factor in the buying decision,
but will re-enforce the value of the product which
creates higher margins, and reduces the number of
discount requests.
If
the current average invoice amount in your
dealership is $55, and each associate creates 130
invoices per week; that equals $7,150 in sales per
associate. By learning how to do a strong introduction,
interview, presentation/demonstration, and asking for the
sale, you could easily increase your average to
$75 per invoice. Additionally, by coming out from behind
the counter and developing relationships, you increase
your number of invoices to 150. 150 invoices x $75 per
invoice =$ 11,250 per week per person! That’s over 4k
increase per week per person.
Utilize
suggestive selling in your dealership and
increase total Parts & Accessories sales and margins
and make more money!
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