With the proliferation of technology in today’s vehicles, and with so many models available, manufacturers are providing more help than ever to arm their front line sales teams. Canadian auto dealer talks to two OEMs to find out what they are doing to help dealerships provide a better experience to satisfy better informed customers.
Embracing technology and creating engaging learning experiences are key to keeping OEM staff and dealers up to speed with the latest products and technologies.
More traditional methods like in-class workshops and instructor-led training sessions are still popular. But information is also being shared through web-based sessions, video resources and events that elevate the learning experience to a level that ensures dealers want to continue to learn more.
Toyota University
Take Toyota University for example, an internal resource set up within Toyota Canada to develop training materials and programs. Toyota educates their dealership teams through product training workshops that include hands-on modules and “product knowledge sessions” to facilitate learning.
They are also promoting more video content, and a new position has been created at dealerships to ensure their advisors can navigate the complexity of the many tech features offered in their vehicles, according to Tony Kelly, Vice President of Customer Services at Toyota Canada Inc. “We’re providing Product Advisors with even more video resources and shareable content to use in their discussions with customers so they can continue to stay educated about the technology once they leave the dealership,” Kelly told Canadian auto dealer.
“We’ve also introduced a new position to our dealership staff. The Toyota Technology Experts are on the front line at the dealerships, helping Toyota customers navigate the complexity of the audio, entertainment, connectivity and safety systems in their vehicles.”
A “Know Your Toyota” product video series is also available to both dealers and their customers via the company’s website and through Toyota Canada’s YouTube channel. It provides overviews of how various features offered in their vehicles function.
Other internal video resources provide detailed product descriptions, competitive comparisons and reviews, and different ways to communicate with customers, says Kelly. Monthly tests are also available through an online learning portal to ensure that advisors are up to speed with the latest products and technologies.
“We believe the key is empowering dealership Product Advisors with the right information and tools to truly engage with customers — not just sell products and services,” says Kelly. “Not only does this create positive experiences for every customer that walks through the door, but it has them returning to the dealership to ask their questions because they trust our expertise.”
Hyundai Performance Academy
Another manufacturer with a well-developed learning base for product advisors, and OEM staff and dealers in general, is Hyundai. The carmaker offers a range of methods to both engage and enhance learning — including the Hyundai Performance Academy (HPA), and Learn-and-drive events which are run by the HPA and offered to dealers across the country, according to Terry Tizzard, Manager, Hyundai Performance Academy, Hyundai Auto Canada Corp.
HPA “represents our dealer’s ‘go to’ online resource for their staff and we also use it at head office for our Hyundai Auto Canada staff,” says Tizzard. “We support with web-based training, instructor-led training sessions, multi-day instructor-led training sessions for Technicians, and other learning events such as a new model Learn and Drive.” He adds that the Learn and Drive model is sometimes held internally for their head office staff, in addition to separate scheduled events for dealers.
These events include things like an instructional presentation about Hyundai’s new products, vehicles and technology, and a drive component that allows attendees to see and feel the vehicle for themselves. They also have the opportunity to test competitive models to see how they stack up against rivals.
At the time of the interview Tizzard said they were just about to start a Santa Fe Learn and Drive for dealers. The Hyundai event included a total of 35 training days and up to 15 locations. It involved taking the vehicles coast to coast, from B.C. all the way to Newfoundland, to bring the training closer to the dealers.
Overall, the driving aspect of the training is meant to allow dealers to get to know the vehicles, sometimes even before they make their way into the showroom, which can help
boost their confidence as an advisor/sales representative.
With millennials expected to make up a big part of the future workforce, they will be anticipating modern technology and technological methods for training.
“We take great care to ensure we train all levels of our staff effectively, and in making sure we keep them engaged on learning to advance their success,” said Tizzard. “For dealers, we currently have on-boarding courses intended for the entire dealership and have been building out three certification paths (Sales, Service and Technician, as well as additional courses targeting the management teams) that are tiered as Certified, Expert, Master, in order to further the success of our dealers’ staff.”
He says that, above all, they strive to ensure their training is both timely and relevant.
With millennials expected to make up a big part of the future workforce, they will be anticipating modern technology and technological methods for training. They will also look for engaging learning experiences, much the same way — they, as customers — expect a certain level and type of service experience from retailers.
