Summary
The agency itself doesn't add much to the bottom line, but the side benefits are significant. "It's a great way to bring customers into the dealership," explains David Swezey, the store's general manager. "And when they come in, they're going to start looking around. We sell a lot of incidental parts and accessories and apparel through our insurance business. These people come back and buy motorcycles, and they trade in their non-BMWs.
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Extract
Steal an Idea: Sell Insurance
When you read this month's issue, feel free to steal ideas. After all, that's a big reason why we dedicated the March issue to our Top 10O winners. As an example of the good stuff you'll...
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