By Ashley Reyes
Restylers are experts at their craft and typically landed their jobs because of their knowledge and expertise in accessories. What restylers often neglect is an understanding about sales and working with dealers. This information can be critical to helping generate more business. When walking into a dealership, restylers must be equipped to explain why their company’s services are a good fit in order to gain their attention and earn their business.
Through the help of the SEMA Professional Restylers Organization (PRO) Sales Training Manual, automotive restylers are discovering new ways to increase their sales profits. The manual is used as the foundation for the SEMA Accessory Sales Professional Exam, which restylers, installers and accessory retailers can take to certify their sales expertise and set their business apart from competitors.
Whether working with existing accounts or making cold calls to prospect for new business, the manual lists critical steps that restylers should make to maximize every sales opportunity. The steps include, but are not limited to:
- Invest in Your Sales Team, Reap the Rewards: Good salesmanship is vital to the success and growth of your business. Give your sales reps the tools and training they need, and they will take your business to the next level and you will reap the rewards.
- Dress for Success: Dealers are businesspeople and dress for the part. Dress like a pro, and you will put your customers at ease more easily and more easily earn their respect.
- Know Your Products: To work in sales, dealership managers and salespersons have to know all about the product line they’re selling. Dealers will expect you to be able to do the same thing with the products you’re selling.
- Know Your Company: As important as it is to know about the products your company sells, it’s just as important to know about your company. The manual poses critical questions that will improve your ability to deliver more convincing sales presentations.
In addition to what constitutes a good sales rep, the manual contains in-depth information on key elements of a sales strategy, how to promote your image and brand, as well as provides marketing tools and resources.
PRO members can learn about the PRO Training Sales Manual at www.sema.org/pro-sales-training-manual or contact Denise Waddingham at deniselw@sema.org for a free copy.
Learn about the SEMA Accessory Sales Professional Exam at www.sema.org/proexam.