May '19

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MAY 2019 THE SHOP 21 "There are numerous steps, from sus- pension wall displays to lifted trucks in the parking lot," Superlift's McLaughlin advises. "However, one of the biggest ones that can impact lift kit-related sales is edu- cating customers and not just taking the order as soon as they walk in the door. Put- ting them in the right lift kit can generate a favorable review of the shop and pos- sibly lead to their friends, family members or even themselves returning to purchase more accessories or another lift kit." Osborne from TrailFX agrees that seeing can be believing when it comes to customers investigating their next lift kit purchase. "Displaying product in-store can influ- ence sales in a really big way—with lift kits or any other products," he reveals. "Cus- tomers are more likely to buy if they can see the product displayed or in use. Find displays or in-store merchandising that can help you showcase products in your shop." Meanwhile, Van Dongen singles out one big market. "Speaking for Jeep enthusiasts specifi- cally, understanding what wheel/tire sizes work best with what type of lift kit. For example, the 2.5-inch lift kit easily allows the JL to run 37-inch tires, which is a very popular combo. Shops should try to sell the lift, wheel and tire combination as much as possible, rather than just selling the suspen- sion lift kit." Daystar's Turner recommends making an immediate impact on potential customers when they search for you online. "Today, chances are high your customer will see you on the internet before they arrive in your parking lot. Are you shouting out plenty of reasons to come in?" he asks. "A contemporary website with a prominent Lifts Installed message, plus your phone number, address, attractive storefront photos and Google map directions" will make a strong first impression. "Linked arm-in-arm are social media activities that send people to your website or store," he continues. "And, one other tip—an aftermarket product database is your friend. It will help you sell the right suspension part the first time and build your customer's confidence that he or she is dealing with the right, knowledgeable retailer." Lift Kits on the Rise Manufacturers list their hot-selling systems: SUPERLIFT SUSPENSION SYSTEMS LLC Hot product: 3.5-Inch Replacement Upper Control Arm Lift Kits for 2007-'18 GM 1/2-ton pickups Features & benefits: Modest lift accommodates larger wheel and tire combos; no cutting; upper control arms with Moog ball joints and OEM rubber bushings; front strut preload spacer; rear block, U-bolt and shock combination. ALLOY USA Hot product: Jeep Wrangler JLU 2.5-Inch Lift Kit with Fox Shocks Features & benefits: Complete suspension system designed specifically for the new Wrangler JL; location-specific coil springs with spring rates calculated for a level stance while providing additional clearance for larger tires. DAYSTAR PRODUCTS Hot product: Ram Pickup Kits Features & benefits: Components and kits accommodate minor changes at the OEM level; quick and easy to install for professionals; attention to detail and quality; many Daystar lifts are FMVSS126-compliant. TRAILFX Hot products: 2019 Ram 1500 2-Inch Leveling Kit & 2018-'19 Jeep Wrangler JL 2.5-Inch Lift Kits Features & benefits: Additional clearance & visibility; smoother ride; ready to install upon purchase with all components included in one box. PRO-LITE COLUMN 6 lbs Saves an average of 7-10 pounds Street-to-strip ready with modern safety features

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