November '19

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40 THE SHOP NOVEMBER 2019 Here's an example. The Toyota Camry base model with cloth seats and no sunroof has a local sticker price between $23,450-$25,000. For our package, we would take the base model and add a custom leather interior, a sunroof and then jazz it up with black wheels (painted or powder-coated) and a black vinyl roof. We'd add a Limited Edition badge and charge the dealer roughly $3,200. The dealer can add its profit on our package of anywhere from $1,000-$2,000 right onto our custom-made addendum out- lining the added products. This would bring the base vehicle cost for the customer up to $27,000-$28,000 for all the items the fully loaded Camry offers for a price of $32,375. The customer is happy, as they are paying $4,000-$5,000 less for the vehicle, and the dealer is happy because it is adding $1,000- $2,000 in additional vehicle profit thanks to our package! RESTYLERS KNOW BEST It's important that your dealers understand you are the expert and know best when it comes to choosing vehicles for package upgrades. This means your own sales staff and managers need to get educated. Have your sales team build the packages. It will help them learn not only your prod- ucts, but the dealership's inventory as well. Understanding your target vehicles and the differences between each trim level cre- ates a stronger sales team. Your sales staff will know the products and will be able to relay them to the sales staff at your dealer- ships. Meanwhile, the dealership managers will appreciate that you have more product knowledge than a green pea that they just hired to sell their cars. Aside from paying attention to what's coming through your shop and what makes sense based on what your dealerships are already selling, there are other factors to con- sider when creating a new package. There are also differences by region to recognize. For example, I know to look at a smaller SUV or car if I'm preloading a vehicle in Chicago, as many customers parallel-park on side streets, versus the suburbs where we do more custom truck builds. \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ THE POWER OF PACKAGES BEFORE AFTER BEFORE AFTER Helping dealerships create additional income is more important than ever. It's time for restylers to step up and work together with their dealership clients and serve as their "installation team." The best packages upfit base models with desired accessories for less than the MSRP of a higher trim model, allowing the restyler and the dealership to both make a profit while the customer saves money. Dealers need restylers more than ever, so un- derstanding the power of pack- ages will allow you to walk into a manager's office as the expert. Clean, simple packages are attractive to dealerships looking to move excess inventory and set themselves apart from the competition. Dealership offers retro F-150 package:

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