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By Jack Allman
From extended warranties, insurance products and paint protection to stylish accessories and interior upgrades, VAPs offer dealers an opportunity to enhance the ownership experience.
They provide customers with peace of mind, comfort, a sense of pride in their purchase and, in many cases, improve the residual value of the vehicle.
Having worked with groups and OEMS across Europe, I’ve identified a thoughtful and strategic approach dealers should adopt for a successful VAP strategy.
A Bumper partner recently demonstrated these points to deliver an average profit per unit increase of £87.
1. Add real value to the customer
The first step in developing an effective VAP strategy is to remember that sometimes, less is more. A wide array of products can be overwhelming, leading to confusion and indecision.
Instead, dealers should concentrate on a select few offerings that genuinely enhance the customer experience and add meaningful value.
2. Invest in Staff Training
Sales teams play a crucial role in promoting VAPs. If they don’t believe in the products, customers won’t either. Regular training should go beyond the features of VAPs and focus on their value propositions, better equipping staff to engage with buyers and foster trust.
3. Ensure Everyone is Included
Every customer should have the opportunity to explore products that meet their needs. It’s essential to avoid assumptions about who might be interested in what.
Adopt a culture of inclusivity and compliance to ensure all products are presented consistently and fairly. Digital tools can streamline this by tailoring recommendations to drivers.
4. Offer to all
It’s all too easy to make assumptions about people. However, this can lead to missed opportunities. Training your team to approach every customer without bias creates an environment where individuals feel valued, informed and empowered to make decisions that suit them.
5. Standardise Communication
Clear and consistent communication is vital for building trust with customers. Inconsistent messaging at various stages of the customer journey can erode confidence and lower conversion rates.
Regularly review touchpoints—from initial inquiries to post-sale follow-ups—to ensure a consistent voice, whether that’s online or offline.
6. Offer Flexible Payment Options
Payment options greatly influence their decision. Providing various methods, including split flexible financing options, can significantly boost conversion rates.
By accommodating different customer preferences—such as credit cards, digital wallets, or payment plans—dealers can make the purchasing process more accessible; a strategy that drives both sales and long-term loyalty.
Final thoughts
Successfully selling VAPs requires a customer-centric approach that priorities, value, staff empowerment, compliance and flexible payments.
By focusing on these principles, dealerships can enhance their VAP sales while building lasting relationships with customers. The potential is significant, and it all begins with a commitment to value, understanding, and connection.
About the author
Jack Allam, Bumper Co-Founder and CCO, has 10 years of experience working with Europe’s top groups and OEMs, helping them to optimise their sales funnels with flexible payments.
