Selling accessories for SUVs and light trucks is not like setting out cases of oil and putting up a sale sign. It takes more imagination than that. It takes planning and hard work, but it is all worth it if you are willing to capture the psyche of the owner of SUVs and light trucks.

These can all be readily sold if you follow a few easy approaches, according to Stephen J. Alexander, president of Automotive In-Store Marketing, a consulting firm to automotive retailers.

First, the accessories are much larger and bulkier than conventional parts and accessories. Many are so large, they can't just be set out on the counter. Bulky items consist of bumpers, brush guards, grilles, running boards, etc.

"Rule number one is get the product out of the box," said Alexander. "You aren't selling the box. You are trying to sell the beauty and functionality. You want the product where the consumer can eyeball it and feel the property and quality of the object.

"And that is especially true of metal or other properties attached to it like the non-slip surface of a running board."

If possible, mount the product to background material that has a compatible tone. Basic black is an excellent background for items which are made of chrome. The chrome product pops off the black background.

It is very important to have signage immediately adjacent to the product. Have a color photo and an explanation of the benefits of the product. It is important that the consumer not be required to depend on the packaging," added Alexander. "You also have to have the price of the product. Consumers get a big turnoff if they have to ask for the price."

"Rule number one is get the product out of the box. You aren't selling the box."

Another good way to display the product is to install it on a segment of the vehicle. This may take a lot of room, but it will let the consumer know how it will look and function on a vehicle.

"The ultimate, of course, is to have a complete vehicle in the store and have the literature available," he said. "If it is summertime, have the product mounted on a vehicle that is in the parking lot. Have store personnel, who are familiar with the accessory, be available to the customer so they can demonstrate the product's qualities."

Other sales tools that can be used in selling accessories are videotapes or interactive imaging screens. They can be expensive, but they can show the consumer what you may not be able to replicate on the retail floor. You can even use touch-screen technology.

Retail personnel could even access the website of an accessories manufacturer to see the full line of products that are offered.

As good as the computer is, it still doesn't beat letting the customer touch and feel the product. That is why the customer is in the store -- to see the product first hand.

"The computer link is something the consumer could do at home, but I don't think by itself it will be the be all and end all," said Alexander. "The computer is an adjunct to selling. Truck accessories in particular require more show-and-tell than other products."

Giving consumers the hands-on approach can boost your bottom line.

COPYRIGHT NOTICE:"Reprinted with permission from Aftermarket Business, March, 2000. Copyright by Advanstar Communications, Inc. Advanstar Communications, Inc. retains all rights to this material." To subscribe to Aftermarket Business, call 1-218-723-9477 or email fulfill@superfill.com.