By Mike Macaulay, Head of Corporate Sales, AutoProtect
What advice would you give to dealers on maximising sales of Paint Protection and Car Care products in the March plate-change month?
Offering every customer the option of paint protection is the route to success. This can be enhanced significantly by making the offer personal and appropriate. The recent heavy snow and subsequent salted roads, with their potential for damaging paint and wheels, is an example of this type of value creation. I particularly like the link between PCP GFVs and the condition of the car at trade in; if a car comes back in close to showroom condition, helped by paint protection, the customer will be the winner. Finally, I think we must remember that customers want their cars to look great. In the showroom, it is too easy to forget this when sales people have access to regularly valeted cars. For a car buyer, this represents an ongoing expense that can be mitigated by locking-in a car’s forecourt shine.
Are you using motor sport to promote paint protection in 2018? Can you give details of on what you are doing?
At AutoProtect, we take a distinctive approach to paint protection and motorsport. Rather than using motorsport to promote our products, as the exclusive UK distributor of the Williams Formula One team branded paint protection products, we prefer to use the inherent leading-edge technical expertise in Formula One to showcase the technical expertise and high performance of the product. This is further re-enforced by F1 legend Nigel Mansell as the brand ambassador.
Overall, this gives dealers talking to their customers confidence in the product, a good discussion-point and of course the brand awareness and credibility inherent in the Williams name.
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