November '19

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38 THE SHOP NOVEMBER 2019 "G ood afternoon, Top Cov- erage," I answer our land- line. "How soon can you send someone in to discuss some of your custom packages? The manufacturer has made it harder than ever for my dealership to make a profit and we need to set ourselves apart from Joe Schmoe Dealer Group down the street." I've experienced a lot of requests from our dealership GMs and owners to come in and create something unique for their brands and locations. It's become evident across the country that dealership profits are shrinking, as the OEMs are demanding volume to make money. Helping dealers create additional income is more important than ever. It's time for restylers to step up and work together with their dealership customers to serve as their installation team. THE RIGHT RIDE A successful dealership package starts with vehicle selection. The restyler simply needs to find the base model with the greatest spread to a higher trim, and target that one for package upgrades. This sounds easy, but there are several steps to take in order to do this efficiently. The last thing you want to do is flood your market and stock every dealership with a package that will only benefit your shop. If you do the proper research, you will find a vehicle model that will quickly move off the lot. The sooner it sells, the sooner you get another unit, and the more likely the dealership will want to keep one on the showroom floor at all times. Find out what the base model is missing in comparison to higher trim levels, and then use those accessories as the basis of your own package. The dealer will make the same profit on a base model or a factory fully loaded model—until your package profits kick in, that is! Restylers have an advantage when it comes to choosing the best package accessories, because the customers already coming through our doors each day are leading us to the hot product lines. Based off of what you're selling in your own shop, you can create a package that saves the consumer money off a higher trim level with accessories they would've paid thousands of dollars for. Your salesperson will look like a hero, and your dealership will make a greater profit—a win-win! OPTIMUM UPGRADES If there's a large gap between trim levels, an example of what I'd start with would be a base model without leather or a sunroof. We would add the leather, a sunroof and maybe a Rover package (vinyl film that allows the vehicle to look like a rover). What this does is allow the dealer to now add profit to the sale and hopefully move the vehicle quicker. How does this work financially? Well, like I mentioned earlier, the dealer will make the same amount of profit off the sticker price, no matter if they sell a base or a fully loaded model. Allowing us to build the package on a vehicle that has the proper spread (some vehicles have a large jump in MSRP to add these options and these are the vehicles we work with) saves money for the consumer and brings in additional profit for the dealership. Everyone wins when attractive upgrades enhance dealership inventory. \\ By Courtney Pahlke \\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ THE POWER OF PACKAGES

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