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Selling Dealer-Installed Accessories
Page 18
Part of the joy of owning a new Mazda Tribute is personalizing it.And the best way to enhance its appearance
or function is with Genuine Mazda Accessories. Here are guidelines for selling accessories:
Know what sells in your market
Accessory sales often vary from market to market, so it is important to know what sells in your market. Find out by talking
with the people in your dealership’s Parts Department.
Introduce accessories early in the conversation
Lay a foundation for later sales by mentioning the availability of accessories early in the conversation. Say something like,
“As part of the full service that our dealership offers, we can help you to customize your new Tribute with a wide range of
Genuine Mazda Accessories.”
Listen for customer needs
During the sales conversation, listen and look for customer needs that could be met with accessories. For example, a customer
who comments on the fine finish of the Mazda Tribute might be interested in protecting that finish with a car cover, front
mask, or car care products. A customer with children may appreciate a cargo net, organizer, or tray or side step tubes. One
with a dog might need a cargo divider.
Show customers how they can afford accessories
Accessory sales can be more successful when they are made as part of the overall purchase decision rather than added on to
an already-agreed purchase price. Break down the total cost of an accessory into a per-month cost based on the length of
vehicle loan or lease. Customers may be more willing to purchase a particular accessory when they see how few dollars per
month the accessory would cost.