Selling the Future: Helping Customers Embrace Modern Vehicle Technology
Modern vehicles are brimming with advanced technology, designed to enhance safety, performance, and the overall driving experience. Yet, these very advancements can sometimes intimidate potential buyers.
According to Kelley Blue Book, customers are actively seeking features like active safety systems and creature comforts such as heated seats and larger infotainment displays. Despite this desire, the complexity of these systems can create a steep learning curve. This can lead to confusion and even frustration, particularly when advanced technology clashes with everyday functionality. So dealerships must address this.
Here’s a look at some effective methods dealerships can use to convince buyers to want, not fear, their new generation of automobiles.
The Power of Targeted Training
First things first: the test drive is not the optimal setting for a comprehensive tutorial on a vehicle’s technical features. Instead, present the features briefly.
Showcase the technology and explain its functionality in short, digestible segments – aim for a five-minute overview, maximum. Extensive demonstrations can overwhelm buyers, and for those unfamiliar with newer technology, the operation of active safety systems, in particular, might be alarming. A little training can go a long way.
Customer assessment is critical in any sales role, but crucial when explaining advanced technology. Some customers will have no trouble with deep dives into the details, or are already familiar with similar features. Others, however, may require careful guidance for the systems to ‘click’.
Trust your instincts. Ask clarifying questions to gauge your customer’s existing knowledge. If a customer isn’t well-versed in the technology, schedule follow-up time with a technology expert — either a salesperson with strong technical expertise or a designated specialist. Many dealers offer monthly seminars, providing recent buyers with a hands-on understanding of their vehicles’ systems. Build relationships and trust.
Leverage Demo Units and USB Connections
One sought-after feature in current vehicles is integration with smartphones, such as Android Auto and Apple CarPlay. Many buyers want these systems but don’t always understand how to use them or set them up.
To alleviate anxiety and make the most of features like expansive infotainment displays, have your sales team prepared with demo mobile phone units. Preload these phones with the applications of Apple CarPlay and Android Auto, along with the dealership’s essential contact information, plus multiple USB cords.
Before the test drive, take some time and demonstrate how Android Auto and Apple CarPlay integrate with the car’s system. Access the call lists, look up a map, make a call, or stream some music. A good demonstration can significantly influence a buyer apprehensive about new technology, by showing precisely how it operates and why it adds value.
QR Codes and Digital Resources
Not all new owners have the time for in-depth training programs immediately after purchase, or even a half-hour follow-up after the finance process. To accommodate these customers, work with marketing partners to provide a technology-focused web page explaining the technology of their unique vehicle.
Dealership staff can record videos or presentations that buyers can access at their leisure. This information can be hosted on your website or on YouTube for targeted cross-marketing. After the sale, either enroll the customer to get individual access to the site, or use a QR code that connects directly to the technology section.
Creating a comprehensive information library for your product line is key to helping and supporting your new vehicle owners.
Technology: Not a Tough Sell When Presented Right
Advanced infotainment systems and active safety features are game-changers for new vehicle buyers. Some customers resistant to technology may not realize their value because of their current preconceptions. The sales approach must be empathetic and consistent in highlighting how these technologies enrich everyday life.
Empathy and connection is the real bridge that needs to be crossed to help people adopt new technology. Share statistics, such as the Insurance Institute for Highway Safety’s (IIHS) findings:
- Lane-keeping systems reduced single-vehicle, sideswipe, and head-on crashes of all severities by 11% and injuries by 21%.
- ADAS tech decreased the fatal crash rate by 86%.
- Forward Collision Warning cuts front-to-rear crashes by 27%.
- Blind Spot Monitoring reduced lane-change crashes with injuries by 23%.
- Reverse Automatic Braking has decreased related crashes by 78%.
These are compelling results that make an immediate impact when communicated to a buyer. Empathy, coupled with the ability to highlight the emotional value of these technologies, is key to successfully selling them.
