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Dealership’s product sales jump after Car Care Plan training

Boosting sales staff confidence and knowledge of a product can have a huge effect on their ability to sell. That was the discovery of MINI Cooper York after engaging in training with Car Care Plan. As a result, they have seen their product sale per customer ratio almost double.

“The training definitely helps to generate interest in the products as the team has a better understanding and, therefore, much more confidence in selling the benefits to the customer,” said Stephen Lancashire, Business Manager at MINI Cooper York.

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The beginning

MINI Cooper York is part of the Inchcape Group, which sells Car Care Plan’s GAP as well as Tyre and Alloy insurance products. As part of their agreement with Inchcape, the dealership brought in a Car Care Plan trainer to help maintain a high level of customer service as well as ensure new starters are up to speed on the products.

Stephen said: “The dealership now has regular refreshers on products and uses Car Care Plan to help train new starters. The training benefits and added confidence this has given the team has seen the product per customer ratio increase from 0.6 to 1.”

The training process

MINI Cooper York now regularly works with Car Care Plan programme consultant Tony Evans, who helps ensure sales staff have up-to-date knowledge of the products and can discuss them confidently with customers.

“Tony has relatable experience to the sales staff having worked in a dealership himself,” said Stephen. “We’ve learned that using external trainers – those who do not know the ins and outs of the product – dilutes the quality of the training, whereas a representative from CCP would already have the ingrained knowledge required.

“In the short term, this has helped increase the confidence and performance of the sales team when selling GAP, Tyre and Alloy products. In the long term, we want to develop the ingrained knowledge of our workforce, so they understand the structure and benefits as second nature.”

Why Car Care Plan?

“The quality of the cover provided and the simplistic structure of the products make the benefits easily communicable to the customer – meaning the customer doesn’t become confused or worried during the sales process,” Stephen explained.

“I would have no hesitation in using Car Care Plan training again – we are actually arranging more workshops now. And I would happily recommend the training to others.”

To learn more about Car Care Plan training and products, call 0844 573 8000.

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