Most Serviced Brands by Ding Shield
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| Greetings!
This newsletter has one purpose: to help you increase PVR by selling more Ding Shield Paintless Dent Removal (PDR) programs in your F&I office. We'll accomplish that by providing you with a number of resources:
- Real-world tips and success stories, like those below from MotorWorld and Muller Honda;
- PDR data and trend information for dealers, which only a company with a national perspective like Dent Wizard's can provide;
- Plus, selling tools we offer that can help you close more sales.
We're always looking for more story ideas, so call or e-mail me if you have any thoughts. And look for another issue coming soon.
Sincerely,
Lindsey Bird
V.P. Finance and Insurance
Dent Wizard International
314-374-8946
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Tom Casey, one of Motorworld's Financial Service Managers  |
Tips for selling PDR: Add some Stephen King to your F&I office
The winds pick up on the sloped parking lot, jostling the shopping cart into a slow roll that begins to gather speed. As the cart's pace quickens, so too does the squeak from its wheels, signaling its attack as it homes in on its intended target: your rear quarter panel.
While that may sound like another inanimate-object-comes-to-life tale from a horror fiction writer, it's not too far removed from how one Pennsylvania dealership group is finding success in selling Ding Shield, the paintless dent removal program for F&I from Dent Wizard.
"You need to bring the need for PDR to a conscious level" says Bob King, F&I Director for MotorWorld in Wilkes-Barre, Pa., a MileOne company. "It's important to relay a real-life story to the customer."
MotorWorld Auto Group, with its 15 manufacturer brands, has been particularly successful in Ding Shield sales. Some of its dealerships are consistently running 30% to 40% penetration. MotorWorld earned the distinction as the nation's number one seller of Ding Shield plans in 2009, and is on track to match that distinction in 2010.
Complementing the real-life story strategy, King - no relation to the "Christine" author - recently provided MotorWorld's twelve F&I managers with a desktop tool that has proven compelling, and a vivid reminder of what customers will face soon after they drive off the lot: a miniature metal shopping cart. "The shopping cart really breathes life into the product."
It sounds to us like he's working from the right script.
For more tips on selling success with Ding Shield, contact Aaron Cooper, Dent Wizard's Regional F&I Director, at 910-724-5123 or aaron.cooper@dentwizard.com. |
Tips for selling PDR: No nonsense makes
sense on F&I menu
Just because the people of North Chicago have tremendous patience when it comes to their major league baseball team, don't think they have that same patience at a dealership.
"Our customers are pretty savvy," says Greg Stone, F&I director at Muller Honda in Highland Park, Ill. "They don't put up with a lot of nonsense when it comes to product mixes on our F&I menu."
Knowing their market well, Greg and his team of two F&I managers put their emphasis only on selling products their customers can use, which includes Ding Shield from Dent Wizard.
"We tried product mixes on our F&I menu before, bundling this with that... but it just became too gimmicky," said Greg. "That's why we focus primarily on service warranties, GAP and dent and ding."
And it has paid off - with a 20-25% penetration rate, Muller Honda is the top seller of Ding Shield in the Midwest.
"Dent and ding protection just makes sense," Greg continues. "As we tell the customer, 'it's not a matter ofwill you use it, it's simply a matter ofwhen you'll use it.'"
Another facet of their success is that some of the dealership's salespeople are pre-selling dent and ding protection prior to closing. As Greg notes, it gets planted in the customer's mind. Those that contribute to a sale are paid an incentive.
"Dent and ding is a product that doesn't require a lot of training for salespeople," said Greg. "It's logical from the get-go."
For more tips on selling success with Ding Shield, contact Lindsey Bird, Dent Wizard's V.P. F&I, at 314-374-8946 or lindsey.bird@dentwizard.com |
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