Paint protection

Eastern Western Motor Group has 40% Supagard penetration across its 25 sites. Its sales process makes sure the product is mentioned to every single retail customer, new and used, and pays commission for success. Supagard is introduced right at the beginning, when the part-ex is being appraised, by asking the customer if they know if it’s had Supagard applied. “That’s signposting it from the off and then we bring it up again, asking if they want it. That prompts them to ask about the benefits,” said Sandy Risk, general manager for business development.

Extended warranties

Nick Plevey, MD of Skurrays Vauxhall, sells NetworkQ used cars plus selected models outside that scheme which can represent a warranty sales opportunity. Those come with six-month cover from WMS Group as standard, with the choice to upgrade to Skurrays’ Ultimate Warranty for 12, 24 or 36 months.

Plevey said of customers who could buy, 44% do. He added: “It’s also about the quality of process and I’d say the key element is qualification. ‘How long are you planning on keeping the car, sir? Three years? Okay, so you’ve got two years of manufacturer warranty left, so you can fill the gap with a 12-month warranty.’ We wouldn’t try to sell him a 24-month one.”

Accessories

Firs Garage, a Mitsubishi and SsangYong specialist in the North Oxfordshire countryside, understands that many of its customers have ‘rural’ needs, including towbars, truck canopies, dog cages and secure gun cabinets. Andrew Davis, business and operations manager, said: “The key is having plenty of accessories on the vehicles we have in stock, so we can show them and demonstrate.”