Dealerships Should Supercharge Aftermarket Sales

Many dealerships could do a better job of selling vehicle accessories and performance parts, says Ed Huzyak, a regional aftersales manager for BMW of North America LLC.

Such products – ranging from high-tech electronics to rear-seat dog safety harnesses – often are in high demand and carry healthy profit margins.

“Customers are interested,” Huzyak says. “We’ve got to get the message to (dealership) sales managers.

“Put merchandise, from wheels to watches, in display cases throughout the dealership, such as in the showroom and outside the F&I (finance and insurance) office. Put those things on your website.”

Some dealership employees do well selling aftermarket products, but others need help, Huzyak says at a recent California New Motor Vehicle Board Roundtable.

New products on display at SEMA’s aftermarket show.

“People have to be trained and understand what it takes,” he says. “Often people aren’t trained to sell aftersales. Dealerships aren’t focused on it enough, even though those sales can help offset higher floor-plan costs and other expenses these days.”

Huzyak says not just showroom salespersons and F&I personnel should be trained in aftermarket sales.

“Even service advisors should be trained, because they are seeing repeat customers,” he says. “They have a second, third and fourth chance to make the sale.”

[email protected]