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Selling Chemicals


3/1/2004

 

High margin, high-turn automotive chemicals are an important part of front-of-the-counter inventories.

Specialty automotive chemicals and additives are one of the few lines in your store that can provide both turns and nice margins.

Check out your own store shelves and you'll be amazed at how many different products are there. Besides a huge array of purpose-specific products, there are also multiple brands of similar products. It can be confusing for store staff and customers alike. The key is to know your product lines and how one product differs from another. Customers will often hold up two cans of the same stuff (different brands) and ask you what the difference is. Knowing the real difference between products is an important part of the sales process.

Name-brand products are usually more expensive than private label products, but in many instances the ingredients are essentially the same. Even so, the name brand product may be more appealing because of advertising promotions, discount coupons or other merchandising perks.

FUEL ADDITIVES

Some fuel additives are specifically targeted at cleaning dirty fuel injectors, while others are designed to prevent the injectors from getting dirty in the first place. There are also specialized cleaners for dirty carburetors and those for cleaning the entire fuel system and/or intake system and engine.

Some of these products are "problem solvers," while others are designed more for preventive maintenance. Cleaners contain detergents, solvents or both. The more concentrated the chemical, the more aggressive the cleaning action. Customers should be cautioned to always follow the usage recommendations on the product because dosages can vary considerably. Too high a concentration of some additives may be harmful to rubber fuel lines or o-rings.

Octane-boosters are another popular fuel additive that appeal primarily to performance enthusiasts, but may also be used to temporarily eliminate or reduce spark knock. For winter driving, don't forget to recommend moisture-absorbing fuel system de-icers to prevent gas line freeze, and additives that keep diesel fuel from gelling in diesel engines.

COOLING SYSTEM ADDITIVES

The most popular products in this category are those designed to stop coolant leaks.

Sealers are designed to only handle small leaks and even then only to provide a temporary fix until the proper repairs can be made.













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