Automakers are constantly introducing new features such as adaptive cruise control that allows the vehicle to adjust its speed while the cruise is engaged to maintain a safe distance from the vehicle in front. It’s one of those technologies that can seem a little unnerving at first, though demonstrating how it works goes a long way to easing customer concerns.
In our October issue, writer Huw Evans discussed the challenges of new vehicle technologies and how sales staff are learning on the job. In part 2, he looks at new product introductions.
One thing most vehicle manufacturers are generally very good at is product introductions. When a new model or range of vehicles is introduced, dealers and their sales and marketing staff are usually invited to a day or a few days where they’re briefed on the vehicle’s features and can sample them for themselves, often via driving evaluations and demonstrations.
Armed with the knowledge and experience, upon their return to the dealership they’re able to relay what they’ve learned to potential customers. So while time away from the store for training might seem to provide a bit of an obstacle at first, in the long run it is nearly always beneficial.
Safety and fuel economy
Read just about any news release from an auto manufacturer today and two of the biggest talking points on nearly every vehicle are safety and fuel economy; and with good reason. Most new car buyers in the market today, rate safety and gas mileage as two of their primary factors in choosing a vehicle.
For dealer staff, being able to explain how technologies like stability control (often labeled Vehicle Dynamic Control), traction control, anti-lock braking systems (ABS), electronic brake distribution (EBD), collision warning systems (such as parking sensors) airbags and child seat anchor / tether provisions work can pay huge dividends. Armed with the knowledge, the customer is then able to make a better-informed decision and because you’ve been able to effectively explain it to them, as a sales person, they’re probably more likely to do business with you.
The same applies with fuel economy. As automakers aim to meet increasingly stringent Corporate Average Fuel Economy targets mandated by the U.S. government, features such as direct injection, turbocharging, cylinder deactivation and engine stop / start technology are becoming increasingly ubiquitous.
If the new Mercedes S-Class a customer has bought incorporates stop / start and you didn’t tell them about the feature, they might think there’s something wrong with car, because it shuts off when they come to a stop. So it’s important they understand just what these features do and why they’re beneficial.
