Being The Best

Test shopping is widely used across many industries, none less than the Automotive Industry, where some people see test shopping as a useful statement of fact; others see it as invasive. Nonetheless, it’s here to stay and many manufacturers place a lot of emphasis on the performance of individuals when it comes to reward structure and awards for excellence.

In reality, more genuine prospective customers will visit dealer premises than mystery shoppers and therefore the disciplines listed below should be applied to every customer contact situation.

Roseham Automotive has designed this programme to address some of the key elements generally measured by manufacturers across the three main forms of contact with a dealership, namely, personal visit to dealer premises, contact by telephone & contact via email.

This 1-day programme deals with applying ‘shopper’ measurable factors, such as:

Personal visits:

• The welcome the dealership offers as they enter the premises
• The timing, value, formality and enthusiasm expressed by sales staff
• Their ability to qualify & summarise the customer’s needs accurately
• The ability to address the key stages of the ‘sales process’
• Data collection techniques and product knowledge demonstrated
• Ability to adhere to the manufacturer’s or retailers standards/processes
• Attempts to sell or close, where applicable

Contact by telephone

• The telephone welcome offered by the dealership
• Their ability to qualify & summarise the customer’s needs accurately
• Data collection techniques and product knowledge demonstrated
• Ability or attempts to gain commitments - appointments or test-drives
• Follow-up activities fulfilled

Contact via email

• Speed and quality of response
• Ability to provide all the information requested
• Understanding the methods of gaining further customer information
• Attempts to suggest commitments - appointments or test-drives
• Follow-up activities fulfilled

Upon completion, delegates will be able to:

• Handle every incoming customer enquiry with confidence and professionalism
• Impress the enquirer with the quality of communications generated
• Ensure that a further opportunity is created in all cases

Note
This is an industry generic programme and, with the approval of the person’s manager, requires the participants to be ‘shopped’ in advance of the event.

Confidential feedback forms part of the ongoing support for this programme.

Whilst the programme involves individual exercises, group discussions and group exercises, our facilitator will remain in contact with each business for a further month.