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Intake/Exhaust has been one of the most popular performance categories. Most of your customers have already invested in this category. You need to provide these customers with a high-end option to upgrade their existing systems, or, if they don't have an exhaust already, give them a product that will allow them to compete right away.
Bruce Wayne, media relations manager at MagnaFlow Performance Exhaust, makes a case for choosing the MagnaFlow brand.
Management
Where does this product fit in a mix?
Efficiency. Horsepower. Tone Quality.
When we build the MagnaFlow product, there are four conditions that must be met. First, the product must look good. Cosmetics, in this market, are paramount. Second, the product has to deliver. If we can't improve performance and give the customer significant horsepower and torque gains, we won't build the product. Third, the product must fit perfectly. When that customer installs the MagnaFlow product, it will take longer to remove the OE system than to put ours on. Fourth, the product has to sound great. Our product produces that deep throaty growl off the line or under heavy throttle, but without resonation or harmonics at highway speed.
How should retailers market this product?
Performance. This is a "want" product. The MagnaFlow product appeals to the sophisticated buyer who wants one or all of the following: sound, performance, fuel economy, and looks.
What customer was this product built for?
The entire spectrum of vehicle performance enthusiasts. Customers replace a perfectly good stainless steel OE system with a MagnaFlow system because it will give them looks, performance, or sound. Like most performance companies, our customer is buying a product they don't need to put on a vehicle they can't afford, to impress people they don't know.
Management support # 800-990-0905 or Email at muffler@magnaflow.com
Sales
What price point does this product fit into?
High-medium end "Competitive" and/or Performance enthusiast, or consumers wishing to enhance the efficiency of their vehicles. We are offering a quality product that is stainless steel, 16 gauge, and completely mandrel bent that comes with a lifetime warranty. With our product, you get what you pay for.
Where should salespeople position it in regards to other products?
At the top. It is always good to offer customers a good/better/best scenario. Budget and other considerations don't always allow a customer to purchase the highest quality, most expensive product. By supplying this scenario, one can provide the customer options and allow them choice. The question is no longer, "Do you have it?" but "Which one would you like?" And, most of the time the sophisticated buyer, in this "want" market, will go for the "best" category. MagnaFlow is a product that can be sold in this category.
What needs to be sold with this product?
Nothing! However, a growing percentage of performance enthusiasts are opting to upgrade the Air Intake Filtration systems. On later model vehicles equipped with ECUs, others may also consider a "chip" upgrade or re-programming modules. The least amount of money for the highest gains, intake and exhaust are always the best choices. Certainly, a host of other products could be sold with the MagnaFlow product to, such as brakes, suspension, lighting, tires, and wheels, engine mods, etc, but the MagnaFlow is certainly a "stand alone" product.
Sales/Customer support # 800-990-0905 or email muffler@magnaflow.com
Installation
What's out-of-the-normal in regards to this product?
Performance. Appearance. Quality. Design. Engineering.
Is any special tool/software needed to set up this product?
MagnaFlow recommends consulting an "Authorized Dealer". A trained technician can make the proper selection about the customer's needs. If you would like to become an authorized dealer, contact MagnaFlow at the number/email listed below. Among the benefits of becoming an authorized dealer is being included in the dealer locator.
What needed installation items are not in the box?
Typically, none. MagnaFlow provides replacement hardware and necessary gaskets where required.
Technical Support # 800-900-0905 or email at muffler@magnaflow.com
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