A Honda Ridgeline pickup on the showroom floor at Findley Honda, in Henderson, Nev., is tricked out to showcase every available accessory. Although most customers don't buy every accessory available, the showcase truck boosts their awareness of options, says Finance Manager Melissa Bell.
Much as that pickup subtly but effectively breaks the ice in discussing high-margin accessory sales with customers, selling those accessories can also be a conversation starter that reduces customers' resistance to F&I products, say some F&I managers.
"When you get one of those customers who comes into the finance office and says, 'I'm not buying anything else,' the accessories give the finance manager an opening," Bell said.
At Findley Honda, shoppers can also watch a video presentation in the showroom that displays all of the accessories available for the other Honda vehicles, including SUVs and minivans. Floor mats and mudflaps are among the most-purchased items, but nothing tops tinted windows.
The dealership has a 100 percent penetration rate for accessories sales, due to the demand for tinted windows, said Bell. If tints are removed from the mix, the store still has a healthy 60 percent accessory penetration rate.