BM Catalysts’ Commercial Director, Mark Blinston, provides insight into the many ways training and upselling can reduce warranty claims and generate more sales.
When it comes to sales of catalytic converters, front pipes and diesel particulate filters (DPFs), more can be done to generate further sales, increase profit opportunities and reduce warranty issues. As a result, BM Catalysts has identified that training is the key, and consequently offers its customers extensive guidance on the art of upselling.
Although considerably underrated, and often underused, upselling is hugely beneficial. One of the key ways that factors can make the most of opportunities to increase sales is by ensuring that respective fitting kits and DPF pressure pipes are available for every product carried on the shelf. Not only does this help to bolster sales, it can also generate more profit opportunities as well as reduce warranty claims.
In mainland Europe, it is commonplace to see factors packaging parts along with their fitting kits. In the UK, however, these are offered as an add-on – provoking a need for more considered marketing. In light of this, it is important for sales teams to be more aware of the kits available in stock, and understand the many advantages of upselling these once they have secured the sale of the relevant part. Fortunately, the add-on is the easiest part of selling; the hardest part is attaining commitment to the initial sale.
In the end, there is always buyer need. The very nature of fitting automotive vehicles with their necessary parts prompts a requirement for better access to correct fitting components. Often, factors make do with the old accessories they already have; unaware that they have easy access to newer, more effective ones. Thus, it is beneficial to make customers aware of the additional products ready to purchase with their catalytic converter, front pipe, or DPF, as this promotes a more streamlined process for the customer.
“In order to inspire more procedural use of upselling, BM Catalysts offers extensive training at branch level.”
In order to inspire more procedural use of upselling, BM Catalysts offers extensive training at branch level. Within this, salespersons are taught the right concept of upselling, and are educated on what they are selling, and why it is useful. They are also encouraged by the fact that there is a great incentive in the shape of additional sales revenue, which proves to be a good reason for telesales to embrace the training and take on any further opportunity to sell more products.
One important lesson to be learnt is that carrying and upselling new fitting kits (gaskets, nuts, bolts, and rubbers etc.) and DPF pressure pipes will also help to reduce warranty claims. This is because newer parts are most compatible with new kit components – helping to prolong their lifespan. Furthermore, additional accessories are far easier to fit when they are brand new; meaning time is saved on labour and downtime on the ramp.
However, although upselling can help to cut down on warranties, it is also important to identify why warranty claims are occurring. Understanding what went wrong, and why, allows factors to promote products that can help to avoid future failures.
