2: Paint protection

A product that’s tangible but invisible to the customer can be a tricky sell. Eastern Western Motor Group in Scotland has been with Supagard for 25 years, with 40% penetration across the group’s 25 sites.

“It used to be introduced to customers in a very soft way with no targeting, so we changed that,” said Sandy Risk, general manager for business development.

“We took time to understand the value to the customer, and now we communicate that much more strongly.”

Dealers set up a sales process, making sure the product was mentioned to every retail customer, new and used, with commission paid for success.

Supagard is introduced right at the beginning of the sales process, when the part-exchange is being appraised, by asking the customer if they know if it has had Supagard applied. Whatever the answer, the sales staff say they will be talking about it again later.

“That’s signposting it from the off and then we bring it up again, asking if they want it,” said Risk.

“That prompts them to ask about the benefits. With around 15,000 retail cars sold every year, it’s adding significant value to the business.”

Next: Extended warranties