Lets grow that additional 25%
CMB can work with you to look at the other opportunities available to increase your parts business. It’s the digital age, need to get clever and manage the opportunities this can bring.
Car accident repair centres are a great resource for selling your car parts too, the main focus is building a relationship with them by contact, mailshots and promotions within your Dealership.
A Parts Representative or the Parts Manager is the normal person responsible for creating this relationship, CMB can provide giveaway items to help cement this. Please see our promo site, with over 2,000 products to select from http://www.cmbpromotions.co.uk. We can also offer a direct sales service, this means having one of our sales team spend normally a day per month calling your local bodyshop outlets and arranging meeting for you.
The DIY market is more complex, as you do not have direct contact with this market and ownership constantly changes. Social media can help, publishing useful content on fixes that might encourage them back into the dealership. Advertising, dealer promotions such as “Free” diagnosis night, health checks, air conditioning checks, accessory sale, open night with drinks and showcase all your merchandise range and of course local drivers club.
Direct contact is possible, would mean going around your local area with a copy of your database to cross match registrations then be prepared have an opening sales pitch on meeting the new prospect. This might be too much of a culture shock for the motortrade, but other industries do?
This is a similar scenario to the bodyshops, building this relationship and getting to supply their parts. In many ways much harder, because there is greater competition in the aftersales market with retro parts readily available.
It might not be worth competing for the services items, but your key will be the specialty parts only available through the dealer network. Your competition here will be the other local franchises and online sites like ebay.
Think out of the Box
Often said but absolutely true, do you follow the competition or do they follow you?
Manufacturers supply most literature, which makes you the same as everyone else so maybe it’s time to create something that’s different.
Merchandise, maybe produce some of your own lines that’s unique to your dealership and cost effective.
Create events, build those relationships and get some loyalty with your customers and prospects.