SMC dealer case study

How WSG increased this dealer’s profits by £11k per month

Now more than ever, dealers are looking at ways to increase revenue from the sale of add-on products. For independent dealer SMC Cars & Commercials in Chelmsford, upselling longer term warranties is a crucial part of their profit strategy.

SMC joined the WSG network earlier this year. They wanted to offer their customers a market-leading warranty proposition that not only differentiated them from other retailers, but also gave them a platform to generate additional profit.

The brief

In addition to their objective of providing customers with a premium warranty experience, SMC wanted to turn their warranty operation from a cost into a profit centre.

To achieve this, they tasked us with designing a bespoke sales process that would boost buyer confidence and maximise their upsell penetrations. 

The brief

In addition to their objective of providing customers with a premium warranty experience, SMC wanted to turn their warranty operation from a cost into a profit centre.

To achieve this, they tasked us with designing a bespoke sales process that would boost buyer confidence and maximise their upsell penetrations. 

Warranty Solutions Group red car 600

The solutions

We created a comprehensive training programme which was rolled out for all sales staff. This incorporated detailed product explanations, objection handling and closing methods and was supported by tailored point of sale materials.

Every customer is now offered the option of purchasing a longer term as SMC’s sales team are able to confidently discuss and promote the products.

SMC dealer case study - The results

In just two months, our products and training enabled SMC to increase their upsell penetrations from 10% to 40%, subsequently creating an additional profit of £11,000 per month.

Over the next 6 months, this is expected to rise to 65% which will generate a total potential profit of £155,000 for 2023.

“We are absolutely delighted with WSG and the results they’ve helped us achieve. Our sales team have a newfound confidence in our warranties because of the quality of the coverage, the outstanding reviews and the level of training received. WSG is a true partner to independent dealers like us. Highly recommend.” ⭐⭐⭐⭐⭐

~ Sandy Ralston, General Manager, SMC

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