With an increasingly complex and technology-forward vehicle, a well-established automotive company recognized the need for digital training tools to support sales teams and meet the needs of a new, savvier customer.
New products bring about the need to innovate and improve training materials for sales teams. As a leading vehicle manufacturer added new options for vehicles in its lineup and prepared to bring more technologically-complex features to upcoming models, the company’s L&D team knew it had the potential to elevate the brand – and provide a superior customer experience to a new, savvier customer. In a partnership with Ardent, the company aimed to create a high-tech, customer-focused sales training program to educate, further explain vehicle features and benefits, and help sales representatives inspire potential buyers.
With a new, innovative product comes a new buyer profile – buyers who are more informed about similar products and new in-vehicle technologies. The company recognized this need and aimed to transform the traditional product spec-heavy sales training into a customer-focused sales experience with technology at its core.
This automotive client’s J.D. Power Sales Satisfaction Index scores increased an incredible 29 points from the previous year, with the on-the-job tool contributing to this impressive increase. Incorporating this on-the-job tool into the existing sales product training workshops improved sales consultant engagement and their willingness to train.