Learning has become a common practice for every automotive manufacturer to train their dealers and extended users on their products and services. Depending on the business need, most automotive manufacturers use different types of LMS or custom tools to address their dealer training needs. The main challenge with the majority of the manufacturers is to engage their dealers with continuous, updated, and real-time training. This ultimately leads to an increase in sales and revenue both for the dealers and the manufacturers.
Integration :1 - Integration of training with Sales Incentives
If learning is tightly integrated with sales incentives paid to the sales staff at the dealerships, then there would be a high probability of sales staff at the dealerships showing interest in being trained on the new products from the manufacturer. As they get trained, it would allow sales teams at dealerships to get complete knowledge and understanding of the new products, compare with their competition, add value in building a stronger strategy for sales and ultimately lead to better customer satisfaction ratings. If training is integrated tightly with sales incentives it would allow to increase sales for both the manufacturer and also the dealerships. To make this happen, your learning management system should be tightly integrated with your incentives. If sales incentives are tied to completion of training on the new product, it will lead to closing a sale successfully and registration of the product.
Integration:2 - Training Integration with consumer portals
Most of the manufacturers have consumer portals and these portals would help customers during pre-sales or after the sales and also pick up the right dealer who would provide value for their enterprise. Tight integration of training with consumer portals would allow consumers to pick dealers who have been trained, knowledgeable, and have certified sales, services, or parts personnel on staff that can provide better value during their purchase. With training integration, as the dealer personnel complete the training, you would be able to see the icons for the respective training displayed against the dealer on the consumer portal. This would allow customers to pick up the right dealer in their locality.
Integration :3 - Integration of training with warranty & extended service contracts
Most of the manufacturers offer extended warranty programs to their customers. If dealership personnel are not trained well on the warranty programs offered by the manufacturer, then there is a high chance, they will not be able to sell the warranty programs to customers. As most of the dealerships generate add-on revenue as part of their warranty sales, it is always good that dealership personnel are trained on these warranty programs. To make this happen, your learning management system should be tightly integrated with your warranty programs, so that incentives or discounts can be offered to dealerships that sell more warranty contracts after successful completion of training. These additional discounts are paid only to dealerships that have personnel who have successfully completed the training and registered their warranty contract. This would add value both for the dealerships and manufacturers in generating more profits.
Integration:4 - Training Gamification tied with rewards and points
The introduction of gamification features as part of the training would allow dealership personnel to compete with other dealerships personnel in a virtual environment across the globe. This would allow them to learn the features of the new products in a gamified environment and also increase retention capabilities for the learners. This would also help them to increase overall sales with higher retention capabilities on the product, when we have additional rewards and points offered to dealership personnel for being top on the leader boards and successful completion of training with less time and better scores. To make this happen your learning management system should be tightly integrated with rewards and points.
Integration :5 - Integration of training with Service, Parts & Finance
Apart from Sales, service, parts and finance play a crucial role in generating the revenue for the dealerships. If targeted training is tightly integrated into these areas of the dealership, then this would ultimately lead to increase in value both for the dealerships and as well as the manufacturers. If the finance teams are trained on the latest finance offers available for the customers, they would be able to help in making the sale happen by providing best offers to the customers. In the same manner, if the services personnel are trained on how effectively services can be offered on the existing products and also new products, it would deliver value and increase customer satisfaction metrics. With respect to parts, if the dealership personnel are trained on different parts that are being sold, they would be able to effectively increase the sales from parts.
Irrespective of your scenario or business requirements, there are lot of adhoc learning integrations that can be done to enhance the value of learning for your dealerships and ultimately increase profits. Tightly integrating learning into your dealer operational process would ultimately create impact and generate bottom line results.
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