Merchandising & Marketing 

Number of Days: Two

Objective: The objective of this module is to give Parts Managers the skills required to present our products in a professional manner. This is done using the four P’s of marketing. They include: Product, Price, Place, and Promotion. This will include how to successfully merchandize accessories and what methods are used to sell older accessories. During the promotion section we look at opportunities using the CO-OP advertising that is available. This can include wholesale business and various other media, and investigating the pros and cons of each one.

The advertising approach is done by using Features, Advantages and Benefits of why the customer should buy our product. This will ultimately lead to increased sales and profitability. Specifically, you will identify and understand: 

-         Customer needs

-         The 4P’s of Marketing

-         Principles of selling

-         Identify parts and service segments

-         Learn how to develop the selling skills of your staff.

-         Review the results of a National Mystery Shopper Survey.

-         Identify the knowledge required to sell

-         Identify Features, Advantages and Benefits