Many trim shops, especially those that primarily operate as installers or restylers, can make a lot of money selling products and services to car dealers. But landing a dealership account isn’t easy.
To help, the SEMA Professional Restyling Organization (PRO) recently published an 82-page sales training manual offering tips and tricks to attract and keep dealership accounts.
“It can be challenging to convince dealers to incorporate accessory programs into their businesses. Installers and restylers must have more than a strong sales approach, top-quality workmanship and a positive rapport. They must understand the inner workings of a dealership and be able to explain how the program will benefit the dealer,” SEMA PRO says.
“To help restylers, trimmers and accessory retailers build a more successful dealer-direct sales strategy, the SEMA Professional Restylers Organization (PRO) has a ‘Sales Training Manual’ that includes vital information on how to work with dealers.”
The manual covers a lot of ground, including:
- Tips on selling dealer-direct
- How to structure a sale and the rules of sales success
- Refining negotiating skills
- The importance of product knowledge
- How to build your company’s brand
- Identifying your target audience
- Marketing tools and resources
For SEMA PRO members, the manual is free in digital format and only $25 in hard copy. Nonmembers pay $149.95, but well worth the price if you plan to expand your business to dealerships. To get a copy, click here.