How to Sell High-Tech Vehicles Without a PhD from MIT (Pt. 2)
SHOPSMART AUTOS – CUSTOMER INFORMATION – SEPTEMBER 20, 2020 How to Sell High-Tech Vehicles Without a PhD from MIT (Pt. 2) Consumers always have expected salespeople to know about the vehicles they sell, and the rise of vehicle technology hasn’t changed that. Being a knowledgeable salesperson is more important now than ever. Although most consumers plan to research the latest technology before shopping, 44 percent still don’t know what features they want when they take a test drive. And that’s where salespeople come in.They should feel comfortable explaining the latest tech features of any vehicle and making those features look easy to use. A third of consumers say they’d walk away from a purchase if the vehicle’s in-car technology seemed too difficult to use during the test drive, salespeople should feel comfortable demonstrating the ins and outs of tech features. Older salespeople shouldn’t be afraid to ask Millennial colleagues for help. They grew up with advanced technology, so using these features – and talking others through them – is second nature to them. Combine that insight with a veteran’s sales knowledge and he or she is unstoppable. A great test drive is important, but 31 percent of Millennials say it doesn’t offer enough time to master vehicle technology. That skyrockets to 61 percent for older generations.
Regardless of age, 35 percent of consumers would like to learn about vehicle technology either from a dealership staffer or a dealership-hosted class. That means dealership people must get up to speed. Before you can teach something, you have to know it yourself. So during downtimes, dealership personnel should roll up their sleeves and try out advanced features of the vehicles in stock. Once they know their way around, they should consider offering regular classes to consumers who want extra guidance. This support system can motivate hesitant consumers to invest in a more sophisticated vehicle.
Which features and options should be emphasized during the sale? That’s a tricky question, because not all technology is created equal. Keep in mind, consumers have different expectations for different features. For example, 60 percent of consumers think features such as Bluetooth, keyless entry and blind spot detection should come standard. Emphasize connectivity and entertainment features. Forty percent of consumers’ wish lists include vehicle features such as wireless device charging, telematics and interactive dashboards.
Because these features aren’t essential to vehicle function, they’re not as commonly available as other tech options. If a vehicle has them, it provides something out of the ordinary, something many consumers will be willing to pay for. By knowing consumer needs and getting comfortable with the latest vehicle features, car salespeople can sell more vehicles – no computer science degree needed. Make It A Champion Day!
Tags: 2019 Subaru Forester Touring, 2020 BMW iX3, 2020 Chevrolet Suburban, 2020 dodge charger, 2020 EQC, 2020 Ford Super Duty, 2020 Honda Pilot, 2020 Kia Optima, 2020 Mercedes-Benz EQC
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