We look at the pitfalls sales executives should avoid and the mistakes that keep your customer from signing on the dotted line.
Retain Automotive appoints Austin Seales as Strategic Project Director.
Retain Automotive appoints Caroline Parker as Head of Marketing & Brand Development.
13/05/24 - Article
Selling a brand new car to an already interested party might seem like quite a straight forward thing to do for an experienced sales person. However, data suggests that some of the basic turn-key activities are being missed by sales people and the customer is leaving the dealership dissatisfied and without having made that ever-important decision. Not only can this mean the sales exec misses out on their commission, but that for a dealership the quarterly sales target becomes harder to reach.
So what is it sales execs are doing wrong? Data extrapolated from Retain’s automotive software ReLoop, shows there are some key mistakes being made.
1) Execs focusing solely on features, rather than benefits.
Sometimes sales executives get caught up listing all the features of a car without explaining how those features benefit the customer. For example instead of saying a car has a powerful engine, they should highlight how that power translates into better acceleration, smoother driving or increased towing capacity. Making the car relatable to the customer is key.
2) Not Knowing the Financials, Failing to Offer a Test Drive
Sales Execs should know the financials ahead of the appointment, to be able to give the customer a clear path to a new vehicle, and explain the numbers if a part-exchange is involved. If a customer doesn’t clearly understand, over 70% prefer to go away and consider their options. Similarly, if a customer is keen on a vehicle model its important to have that model ready for a test drive during the appointment. This is key in helping the customer to make the decision the vehicle is for them.
3) Listening to a customer’s needs.
Sales executives can sometimes talk over a customer or try and push the customer to go for one model over another. Its important to listen to your customer’s needs and then tailor the sales pitch accordingly. For instance, what extras could be important to your customer? Are they outdoor sports fans, and need extra storage, for bikes, equipment etc.
Whilst these things seem like common sense points, it is surprising how many dealerships fall down when it comes to car sales appointments. ReLoop from Retain captures all the data from the customer dealership interaction and can ‘reloop’ a customer back into the sales funnel if needed. The data we gather also forms the basis of our training programme ReVolution.
Monday 4th February 2024
Retain Automotive Group announce today the appointment of Austin Seales as Strategic Projects Director.
The board and directors of Retain Automotive Group are pleased to announce that Austin Seales has joined the company as Strategic Projects Director, effective February 2024.
A senior manager with over 20-years’ experience in the automotive industry, Austin has been responsible for delivering business for large dealer groups and well-known car brands. Austin will focus on the important projects within Retain that will help scale the business during this next phase in its growth. The appointment is part of the company’s 2024 growth strategy and this role is key to delivering the company goals.
On the new appointment Austin said:
“I’m really pleased to be joining the Retain team. I have worked alongside both Emily Aves and Steve Bradley in the course of my automotive journey, and followed Retain’s rise. Now, understanding their vision for the future, I am confident we can hit those key milestones this year that will enable Retain to reach its potential both in the UK and globally. There are some great things happening at Retain and I’m really pleased to be a part of, and contribute to, its continued growth and success. ”
Steve Bradley, Operations Director:
“It’s a great pleasure to welcome Austin to the role of Strategic Projects Director. His experience and skill-set will enable us to deliver key projects over the next 12-24 months. As demand for Retain’s services has grown exponentially it’s important we have the infrastructure in place to continue to deliver a first-rate service level which delivers results and return on investment for our customers. Austin’s role is pivotal in helping Retain to continue to do that, whilst simultaneously managing the company challenges growth brings. It’s an exciting time for our business and we are pleased to have Austin on board.”
January 2024
Retain Automotive Group announce today the appointment of Caroline Parker as Head of Marketing & Brand Development.
The board and directors of Retain Automotive Group are pleased to announce today that Caroline Parker has been appointed as its Head of Marketing and Brand Development, effective January 2024.
Caroline has extensive marketing experience across the automotive landscape working for both retailers and OEMs. Beginning her Automotive career at Desira Group Plc, where she managed the marketing function of the group’s 10 dealerships selling Fiat, Nissan, Alfa Romeo and Citroen marques. Moving manufacturer side, she then spent 10+ years working for Group Lotus Plc where worked across engineering, road cars and motorsport, including F1. Caroline later joined Gulf Oil International where she oversaw their global brand marketing activity providing sales platforms and sponsorships Gulf Oil licensees could activate for business growth. Caroline has a BA (Hons) in Humanities and is a MCIM.
On the new appointment Caroline said:
“I’m really excited to be joining Emily and the Retain team at such an important time in the company’s growth. Despite the UK economic landscape appearing more positive and the cost of living crisis easing, am hugely aware of the ongoing pressure within the auto dealers to maintain high levels of car sales. Competition amongst the various marques is fierce. Retain can help those dealer networks keep their customers by employing retention tactics at appropriate times in the customer journey delivering measurable results and a clear ROI. I look forward to this next step and to helping Retain meet its strategic objectives.”
Emily Aves, Managing Director, Operations:
“We are delighted to welcome Caroline to the role of Head of Marketing and Brand Development. We believe she will deliver against our strategy for 2024 and help Retain enable auto-dealers globally to benefit from our customer retention solutions. We have a raft of new products coming out in 2024 and Caroline’s experience will be important in ensuring they are both adopted and deliver for the networks quickly.‘
Retain Automotive Ltd, 37 Station Road, Harleston IP20 9ES Tel: 01379 777 333 Email: contact@retain.group
Copyright 2024 Retain Automotive Limited Company No: SC583676 Authorised and regulated by the Financial Conduct Authority FCA Number 943786
