CASE STUDY –
fueled by challenge. powering success.sm
TURNING ACCESSORIES INTO A
MSXI ACCESSORY SALES EXCELLENCE SOLUTION HELPS GLOBAL VOLUME MANUFACTURER MEASURABLY INCREASE THEIR RETAIL SALES AND PROFITABILITY EUROPE-WIDE.
Traditionally, automotive companies have focused almost exclusively on vehicle marketing and sales. However, in light of declining vehicle sales and changing customer purchasing habits OEMs have taken a strong interest in upgrading and enhancing accessory sales – and not only
because of their high profit margin. The fact is, a retail model that includes accessory sales both increases profitability and is vital for helping automotive dealerships communicate their value to potential and existing customers. In 2007, a global volume manufacturer engaged MSXI to strategically implement a sales accessory excellence solution for their retail network across virtually all of Europe. MSXI applied its unparallelled automotive competencies to assess key performance
indicators, responsibilities and day-to-day practices in order to find an optimal,
cost-effective and easy to implement solution. MSXI then supported the pan-European roll-out of this accessory sales project, focusing on the improvement of accessory sales skills, the enhancement of promotion and marketing activities and the upgrading of dealer processes with reinforced cooperation between the OEM and its dealers. MSXI also provided the sales staff with regular product training so that they could better educate customers about how accessories contribute to the overall driving experience as well as motivating them to be proactive in their sales approach. The solution, which is still in place today, is supported by a constantly evolving marketing toolbox and MSXI dedicated consultancy support.
A global volume manufacturer engaged MSXI to develop and implement a comprehensive Accessory Sales Excellence Solution for their European retail network in order to improve their market position, increase network and brand loyalty and to develop new accessory distribution channels. The result has been a measurable increase in retail sales and profitability.
Studies show that 80% of accessory purchases take place at the time of purchase of a
new vehicle. This underlines our strategic viewpoint that accessory sales is a vital component of the sales process rather than being positioned in an after sales strategy.
MSX INTERNATIONAL –
FROM STRATEGY TO IMPLEMENTATION.
The first stage of the MSXI strategy involved an in-depth review of the following six areas within the OEM’s sales environment in order to optimize the growth potential for the OEM:
Product: Optimize the portfolio, develop top sellers
Promotion: Implementation of running marketing campaigns
Price: Communicate rounded, all-in prices incl. fitment & VAT
People: Set up sales incentives and offer sales coaching
Placement: Accessory sales at all customer touch points
Process: Improve communication between sales, service and parts
Accessory Sales Excellence
MSX INTERNATIONAL –
FROM STRATEGY TO IMPLEMENTATION.
OUR COMPREHENSIVE PROGRAM INCLUDES THE FOLLOWING COMPONENTS:
A four step program that includes a detailed strategic assessment, followed by network- wide, interdepartmental implementation program and the setting up of long-term sales targets. All four steps of the program include an audit / assessment in order to ensure measurability.
A dedicated field force responsible for creating the right internal processes and communication channels, providing dealers with the right marketing tools and support,
individualized training, implementing measurement tools and evaluating performance
Assignment of KPIs for every marketing and sales initiative as well as annual project assessments comparing markets as well as dealerships within markets
Identification of an accessory champion within the dealerships to take responsibility for leading the project on a local or regional level
Creation of a clear planning process between parts, service and sales so that dealers always have the accessories they need in stock (graphic: service – installation / parts – ordering / sales – selling
A comprehensive accessory sales toolbox that includes a detailed action plan for the MSXI field force and a variety of PoS and marketing materials such as a bundled accessory pack per vehicle model in order to simplify the sales process
Interactive and highly individualized accessory sales training focused on developing a new, shared understanding of customers’ needs and behaviors, improving their product knowledge, matching the right accessory to the right customer and improving sales conversations and negotation skills
Our proprietary, web-based technology tool Track IT, which drives field force management, generates web-based auditing and action plan reports and tracks the effectiveness of marketing campaigns
PHASE 1 : Kick-Off Program Presentation Kick off contract signature Accessory Champion Nomination Sales report presentation Gap analysis – Module 1
PHASE 3 : Training & coaching Product training
Marketing campaigns follow-up Gap analysis – Module 3
PHASE 2 : Implementation Dealer internal process Competition analysis Marketing campaigns Sales tools & Measurement Gap analysis – Module 2
PHASE 4 : Sustainment Marketing campaigns follow-up Training & Coaching Set-up sales targets Gap analysis – Module 4 Program Closing contract
TRANSFORMING INSIGHTS INTO IDEAS.
Several numbers underline the fact that MSXI has the competence to strategically develop an accessory sales excellence program that is implementable and successful as well as being cost efficient and tailored to manufacturer needs:
Implementation time for a pan-European accessory sales solutions is 8-12 days within a 12 month period thus not unduly disrupting daily business processes and resulting in an ROI of 200%
More than 700 sites have successfully participated in the program
60-70% of all new vehicles sold within the retail network were sold by dealers in the accessory sales excellence program exceeding our KPI defined target
Customer loyalty ranges from 0-90% across Europe and we created a successful strategy that reflects this diversity
TURNING ACCESSORIES INTO LONG TERM REVENUE
The MSXI Accessory Sales Excellence program has now been in place for five years with continued success. After the first 12 months of the program, MSXI shifted from a standard rate to a pay-for-performance model. In addition to consistently meeting our KPI objectives, we have also been able to develop several new initiatives in cooperation with the OEM, including:
The initiation of a sales incentives in order to motivate salespeople to sell accessories The introduction of a cost competitive
accessory, which effectively closed the price gap with the thrid market competition. It positively influenced customer buying behavior to the extent that most customers now purchase this accessory from the dealer, thus increasing traffic and sales revenue
The development of an accessory together with the OEM which was incorporated on to a new model, making it more attractive The development of best sellers and the
provision of up-to-date product portfolios to dealers
MSXI understands the relationships between departments in a retail network but we also have the tools, guidelines and processes which are necessary for a cost effective and rapid implementation.
Objective: Technical Platform: Service Programs: Dealer Solutions Improve Dealership Profitability MSXI Dealer Aligned Customer Framework (ACF) Customer Satisfaction Dealer Training Lead Management Retail Compliance Sales Excellence Service Excellence Technical Solutions Provide Technical Expertise MSXI Connect Technical Publications Technical Training Technical Helpdesks Technical Pre-approval Technical Field Forces
04 / 2014 Warranty Solutions Reduce Warranty Costs MSXI Wire Warranty Audit Warranty Assessment Warranty Process Improvement Warranty Pre-Approval Warranty Analysis Warranty Training Managed Service Provider Optimize utilization of contract labor b2b buyer Supply Management Program Management Comprehensive Reporting
Timesheets & Invoicing Risk Mitigation Diversity Development
Technical Staffing & Recruitment Process Outsourcing On demand talent delivery Contract Labor Permanent Placement Recruitment Employee Retention Strategies Sourcing Technology On-boarding/ Off-boarding CONTACT: CORPMARKETING@MSXI.COMWWW.MSXI.COM
THE SOLUTIONS EXPERT
FOR THE AUTOMOTIVE INDUSTRY.
MSX International is a dedicated supplier of services to the automotive industry. With more than 70 years of experience and over 5,000 industry experts in 52 countries, we have a thorough understanding of local,
MSXI provides a broad range of solutions for all aspects of the automotive retail industry. Individual solutions can be adapted and / or combined to create the best possible answer to your business challenges.
national and international markets. We use our experience and expertise to provide business solutions that make your business more efficient. From consulting to outsourcing, regardless of whether you are an automotive /
truck / motorcycle OEM, dealer, supplier or aftermarket service organization – if it’s automotive, we can help you make it better.