Uninformed sales staff will turn buyers away
It might seem like a minefield, trying to navigate through the features and technology on modern vehicles. Yet armed with product knowledge, learning about them can be a relatively painless experience, both for the customer and dealer sales staff.
In the old days it was relatively straightforward. When a consumer was looking for a car, they’d often be after certain features and price them into the budget. Items like cruise control, power windows, perhaps leather seats or maybe even a sunroof or a radio with both AM and FM, could be ticked off the list.
Then when the potential buyer went into the showroom, for the sales person it was relatively easy to show the operating features to the customer, often during a test drive of one of the dealership’s ‘fully loaded’ demonstrators.
Information overload
These days, for both consumers and dealer sales staff, the whole process of vehicle purchase can be simply overwhelming, especially as it relates to the technology and information available. On the consumer side, with so many different places to look for information when searching for a new car, as well as reviews and pricing guidelines, you’re not often sure where to start. Even when the potential selection has been narrowed down to a handful of models, it can then be hard to decide what features you want or even need on the vehicle. And then of course, there’s always the decision of where to actually shop for it.
On the retailer side it can be just as baffling. Especially in the last decade, we’ve seen the proliferation of new technologies and features, such as gas/electric hybrids, vehicle dynamics control, Bluetooth communications, live music streaming, voice activated command functions, computerized work solutions, parking assist, adaptive cruise control and that’s just a sample.
For dealers, it can often be hard to keep up with the latest technologies since, much like the information technology industry; it appears that as soon as one feature is introduced on a new car or truck, it’s virtually obsolete by the next year, replaced by something bigger, better, faster and flashier.
Lack of confidence
Perhaps an even bigger issue lies with the fact that not being able to grasp these technologies can have a negative impact on Quality Satisfaction Index surveys, both for the dealer and the auto manufacturer. Ford’s recent (and highly publicized) drop in customer satisfaction ratings by Consumer Reports over the alleged complexity of its MyFord Touch menu screen and SYNC voice activated vehicle technology is a prime example, the end result of a situation where both dealers and customers struggled to understand just how the technology works.
It takes time and experience to build knowledge. If you’re a customer shopping for a new car, figuring out exactly what your requirements are and the features you’re looking for can take weeks, months, even years in some cases. Also given the way auto manufacturers frequently ‘package’ options, you might not be able to get leather seats, unless you opt for a higher trim level, which also means opting for the built-in navigation system, or in some cases the larger engine and mandatory automatic transmission as well (even though you didn’t really want them).
Know more than customers
That’s why for dealers, it’s so important to remain current on the features and options available on each and every vehicle they sell and the only way to that is to ensure their staff are trained regularly so that they can understand and operate them, as well as explaining how they work to potential customers. Really savvy dealers can sometimes leverage their relationship with a manufacturer, enabling them to purchase a batch of vehicles with specific features and options, offering them at a special price, though again; sales staff need to be armed with thorough knowledge of the product; even if it happens to be a limited edition.
The dilemma of course is that training staff means time out of the office, or in this case the sales floor, when they could be selling cars. But if staff aren’t armed with knowledge and experience to show the customer just how the features work, allowing them to decide what they do and don’t need, the result can be a real deal breaker, causing the consumer to shop somewhere else for their next purchase.
“Most customers don’t like paying for things they feel they don’t need, “ says Susan Gubasta of Missisauga Toyota. “If you, as a sales person can demonstrate how each feature operates, it helps them decide what they need. It often helps build a stronger relationship with a customer.
We’ve also found that by conducting workshops for our customers each month called ‘Know your Toyota,’ usually after they’ve just purchased a vehicle, where we go over everything it has and does, as well as maintenance, it really has a positive impact, not only in terms of satisfaction, but also retention, because from the customer’s perspective, you’ve taken the time to listen to their concerns and help them.”
Contributing editor Huw Evans is an automotive journalist who regular covers new vehicle technology and industry trends. In part 2 of this special article that we’ll publish in our next issue, Huw looks at how sales staff cope with new product information.
