In today’s competitive automotive market, value-added products (VAPs) offer car dealers a fantastic opportunity to enhance the ownership experience.  

From extended warranties, insurance products and paint protection to stylish accessories and interior upgrades, these products do more than just add to the sale—they provide customers with peace of mind, comfort, and a sense of pride in their purchase.  

In many cases, they can positively impact the residual value of the customer’s vehicle. 

To truly make the most of this potential, dealers need to adopt a thoughtful and strategic approach to their VAP offerings.  

Having worked with various dealership groups and OEMs across the UK and Europe, I’ve identified some essential principles for a successful VAP strategy.  

This guide explores the importance of focusing on value, investing in staff training, ensuring inclusivity, maintaining clear communication, and offering flexible payment options. Together, these elements create a solid foundation for VAP success.  

A trusted Bumper partner recently demonstrated these points to deliver a significant increase in their product performance. They saw the average profit per unit increase by £87. Following these steps could have a significant impact on your business’s overall profitability.  

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 for customers, leading to confusion and indecision.  

Instead, dealers should concentrate on a select few offerings that genuinely enhance the customer experience and provide real benefits. It’s about identifying those key products that resonate with buyers and add meaningful value.  

2. Invest in Staff Training  

Your sales team plays a crucial role in promoting value-added products. If they don’t believe in the benefits these products provide, customers won’t either. Regular training sessions should go beyond the features of VAPs and focus on their value propositions. When staff understand how these products can improve the customer’s experience, they’re better equipped to engage with buyers and foster trust.  

3. Ensure Everyone is Included  

Every customer should have the opportunity to explore products that meet their specific needs and requirements. It’s essential to avoid making assumptions about who might be interested in what.  

By adopting a culture of inclusivity and compliance, dealers can ensure that all products are presented consistently and fairly. Digital tools can help streamline this process, providing tailored recommendations while reducing the chance of human error.  

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 and informed. Empowering customers with knowledge allows them to make decisions that suit their needs, helping them recognise the true value of VAPs.  

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 reviewing all customer touchpoints—from initial inquiries to post-sale follow-ups—ensures a uniform brand voice that highlights the value of VAPs across different platforms, whether in person or online.

6. Offer Flexible Payment Options

How products are paid for can greatly influence a customer’s decision. Providing various payment methods, including split payments and 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. This flexibility not only drives VAP sales but also encourages long-term customer loyalty.  

Final thoughts

Successfully selling value-added products involves more than just offering a range of options. It requires a customer-centric approach that communicates value, empowers staff, prioritises compliance, and simplifies payment processes.   

By focusing on these key principles, dealerships can enhance their VAP sales while building lasting relationships with their customers—essential in an industry facing constant change. The potential for growth is significant, and it all begins with a commitment to value, understanding, and connection.

About the author

Jack Allman is the Co-Founder and CCO of Bumper, a digital payments provider built specifically for the automotive industry. Jack has over 10 years of experience working with some of Europe’s top dealership groups and OEMs, helping them to optimise their sales funnels with flexible payment options.