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Make more profit from safety

Dealers are missing out on easy ways to make extra profit, says Colin Gallagher, account manager for security marking specialist, Retainagroup.

The company provides security laser glass etching to 14 manufacturers including Ford, Toyota, Lexus, Saab, Renault and Fiat. Its system is fitted as original equipment on approximately 30% of all new cars sold annually in the UK.

But Gallagher says sales staff could drive additional revenue from marking the high value car accessories which may be at risk of theft, such as alloy wheels and stereo equipment. “By offering a range of security marking options, dealers are able to make some very easy money, and the customer just adds the cost onto their finance,” he adds.

Brunel Ford in Ashton, Bristol, offers customers a Protection Pack, which includes Retainagroup security marking, mats and mudflaps for £250. New car sales manager Ian Tuttiett says: “We have found it adds real value for the customer and makes it simple to sell within our normal sales process. By offering the product to every customer, we have immediately seen a 35% sales penetration across all retail sales, gaining £150 profit per pack sold, worth over £10,000 last month alone.”

As part of the system, Retainagroup also operates the International Security Register (ISR) database, which is used by police, manufacturers, dealers, insurers and members of the public to check on a vehicle’s security status.

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