This article originally appeared in the November 2024 issue of THE SHOP magazine.
By Charles J. Bonfiglio
The luxury aftermarket sector plays a pivotal role for automotive aftermarket companies aiming to expand. But connecting with customers in the high-end market involves more than just offering expensive or luxury parts and services.
Reaching this valuable customer base requires a strategic sales and marketing approach that meets the unique needs of a fast-growing segment.
It’s important to recognize that high-income clients are more selective about how they spend their money. They tend to have different spending habits and expectations than other customers.
High-earners value unique experiences and personalized services, along with the discretion that most mass-market retailers can’t offer.
Building long-lasting relationships requires a commitment to quality and value. You can also expect to invest time and effort to generate the big rewards that come with high-end and luxury sales and service.
Here are some tips and best practices for building relationships with high-income customers.
Know your customer
High-income customers tend to be older and well-educated. They typically prefer to deal with trusted partners rather than salespeople.
As informed customers, they look to their partners for expert guidance. They prefer long-lasting value and unique experiences over the latest trends.
High-earning customers are likely to be early adopters of new technology. They may not make frequent purchases, but they will invest in high-quality, high-end items when they do buy.
Match your brand
High-income customers typically value quality, exclusivity, innovation and personalization.
You can’t simply expect high-earning customers to choose your company because you offer luxury products. They must believe that your business understands their needs and provides the tailored service, expertise and convenience they demand.
If you stock premium items, make sure you and your team are familiar with them. Train your team to customize service for VIP customers. Mange your branding, communications and social media presence with an eye for detail to ensure you’re projecting reliability, discretion and elite service in addition to quality and value.
Focus on quality
Wealthy consumers are less concerned with price points than value-minded customers. Highlight the quality of your products and service, with a focus on design, materials, innovation and upscale user experiences.
Go the extra mile
High-income customers lead busy lifestyles. Train your team to make the purchase process as easy as possible for them.
Anticipate their needs and expectations by offering new product options or personalized service touches, such as consultations outside normal business hours or home delivery. Reach out directly with exclusive offers or new product lines but keep the focus on providing them with information.
Host exclusive events or offer premium-level services on a regular basis. Identify loyal high-earning customers in your system so all team members recognize them immediately.
In short, make sure your team is investing in these valuable customers and doing everything possible to elevate their experience.
Be authentic
No matter how well-developed your strategy to reach high-income customers, it won’t succeed if the audience isn’t convinced. That depends on a level of authenticity that can’t be faked.
If you and your team aren’t acting in the true interest of your highest-earning customers, you’ll never build the long-term relationships you need for luxury service to be profitable. Invest in the expertise and experience that will establish your credibility and authenticity, and customers will come back.
LUXURY IS ITS OWN REWARD
Incorporating premium products and service for high-income clientele into an existing business can offer enormous rewards. It’s easier to accomplish if your business is already focused on quality products and services for all clients and delivering extraordinary customer experiences with a personalized touch.
Before developing a strategy for reaching the high-end market, make sure you’re already providing expertise and personalized service to every customer. That will serve as the foundation for a successful connection to high-end automotive aftermarket clients.
Charles J. Bonfiglio is president and CEO of Tint World, a provider of automotive, residential, commercial, and marine window tinting and security film services. With Automotive Styling Centers in the U.S. and abroad, each franchise location houses approximately 20 profit centers, ranging from in-store accessory installations to offsite sales and installation.
