The technology features on today’s new vehicles read like the list of ingredients on a frozen pizza. And as with some food labels, buyers are mostly intimidated by today’s vehicle tech packages, and car dealers are left to decide what technology features are important to which customers.
Technology ranks higher than vehicle color in most consumers’ purchase decision, thus car dealerships need to view tech demonstration as a path to closing more sales. A recent study from AutoTrader.com argues that the proper presentation and explanation of technology features weighs heavily in the purchase decisions by consumers. “The brands who can give consumers the technologies they want in a package that’s cost effective and easy-to-use will be winners on sales day,” says AutoTrader.com senior analyst Michelle Krebs.
The reasons are obvious. “Given 60 percent of consumers say they don’t have enough time during the test drive process to fully evaluate car technology features, salespeople who can actively show shoppers how easy these features are to use and demonstrate the benefits will build a trusted relationship with the shopper to help seal the deal,” Kfrebs added.
The study also showed that about 50 percent of those polled said it should take 15 minutes or less to learn how to use the vehicle technology features in a car, which we believe should encourage automakers to incorporate some type of quick-start tutorial feature in their cockpit designs that self-teaches these tech features to the driver. With half of their prospective customers stating that “they would walk away from a vehicle they liked if the technology was perceived to be too difficult to use,” automakers need to take a fresh approach to user interface and feature discovery.
Of all available features, consumers want safety more than anything: 84 percent of those polled claimed that they would choose a vehicle with all of their desired safety features over vehicles with all of their infotainment features. How dealers successfully present and demonstrate safety features at point-of-sale is a huge opportunity for automakers in the delivery of training and demonstration tools.
Gaining a competitive sales advantage at the dealer level can be as simple as communicating vehicle technologies better than the guy down the street. This is low-hanging fruit in our opinion and automakers should make focused in-store investments in technology training, while holding those dealers accountable for using those new selling tools and techniques.
Source: Technology training can help close a sale – Automotive News