For more on this subject, tune into Episode #308 of GarageCast
Lessons from the Front Line
By Garage Composites
When most dealers think about their Parts, Garments & Accessories (PG&A) department, they view it as a support function — a place to move product, fulfill requests, and keep shelves stocked. But the best dealerships don’t see it that way at all. They view PG&A as a profit center, a customer experience hub, and often, the first step toward the next big sale.
At Cedar Creek Motorsports, Parts Manager Sean Bracey has turned this philosophy into a winning formula. His department consistently outperforms industry benchmarks in average sale value, lines per ticket, and inventory control. His secret? Treating the parts counter like a sales floor — and his staff like salespeople.
Let’s walk through what that looks like in practice.
1. Rebrand PG&A as a Sales Team — Not an Inventory Counter
“I’m simply a salesperson who sells parts, gear, and accessories.” — Sean Bracey
That simple mindset shift changes everything. The PG&A process should resemble any other sales process — greet, discover, present, close, and follow up. Every customer interaction is a chance to build a relationship, not just complete a transaction.
Think about it: the rider who walks in for a helmet today could be your next UTV buyer.
Actionable steps:
2. Train Through Experience, Not Meetings
Forget product PowerPoints. If your team hasn’t felt the gear, how can they sell it?
Encourage your staff to test ride with the latest helmets, use the heated gear, or experience a fully outfitted UTV. Confidence comes from familiarity — not spec sheets.
Try this:
3. Boost Attach Rates with Smart Merchandising
“Where there’s milk, there’s butter and cheese nearby. Do the same with helmets, bags, and visors.”
Placement matters. Make it easy for customers to see how products relate to each other.
Examples:
Bundle boards and tiered pricing (“Good / Better / Best”) make decision-making simple and profitable.
4. Track Two KPIs — And Talk About Them Daily
If your lines per ticket (LPT) fall below two, you’re taking orders — not making sales.
Track:
Hold quick daily huddles to celebrate wins and share what worked. Follow up same day with missed opportunities:
“Hey, did I forget to mention the visor that matches your new helmet? Want me to add it before pickup?”
5. Turn Obsolete Inventory into Found Money
Obsolete parts aren’t dead weight — they’re frozen cash.
Three steps to reclaim it:
“You don’t lose money when you mark it down today — you lost it years ago. Now you’re just getting it back.”
6. Make Data Work for You
Even your DMS — yes, Lightspeed included — has hidden potential.
Must-run reports:
If a report doesn’t exist? Ask your DMS rep to build it. The best managers make data visible and actionable.
7. Get Out of the Office and Onto the Floor
“I don’t manage from behind a desk — I manage where the customers are.”
Visibility builds culture. Being out on the floor allows real-time coaching:
“You sold the roof and windshield — circle back with a wiper and fluid bundle.”
Aim for an 80/20 rule: spend 80% of your time with your team and customers, and only 20% doing admin work.
8. Build a Culture of Caring, Not Catalogs
Online shoppers don’t just want cheaper — they want easier. Your advantage is human connection.
Be curious. Listen. Create “I didn’t know I needed those” moments. Every conversation is a chance to surprise and delight.
Quick-Start Dealer Checklist
The Bottom Line
A reactive parts department waits for customers to ask questions. A proactive one drives sales, loyalty, and repeat business across the entire dealership.
When your team sells with confidence, trains through experience, and treats every customer interaction as an opportunity, your PG&A department becomes more than a revenue line. It becomes the engine that powers your entire store.
