A German premium automobile manufacturer selected Mexico as one of the global lead markets for sales of original parts and accessories. Egon Zank of HGS Concept, using a range of training and coaching techniques, high-lighted the opportunities for this line of business on-site in April 2015. Given diminishing returns in automobile sales, the attention of the Mexicans is increasingly focused on complementary offerings for their customers. Higher margins and increased brand loyalty, as well as additional customer value, are the drivers for the expansion of this business. How can this be skillfully accomplished? Particularly in the premium segment, perceived price differences compared to the "free" aftermarket are rather large. Right here the sales department can work on changing the customer's perception beyond pure price issues. To achieve this, a systematic evolution at different levels is recommended. This applies to Mexico, a typical off-road market, as well as for many other countries. Initially the HGS sales expert arranged a day on-site with the general managers of the dealer network. The goal was developing solutions at the dealerships in order to take optimal advantage of the existing market potential. Following a comprehensive business case analysis, implementation plans for each department were created in a systematic, holistic way. On another day the manufacturer's sales reps were trained how best to support the sales departments in the future. The focus here was the business-to-business side of things, which works significantly differently than selling to customers. At the end of the five-day project the sales teams also received training in making accessory sales more successful. To help customers understand pricing differences in relation to the competition, and therefore make a conscious decision for the original product, the staff in parts sales were trained in how to convincingly convey to the customer the respective individual benefits of the "real" accessory. Feedback at all levels: "Now we have a better understanding of the possibilities of the parts and accessories business. We look forward to talking to our customers, because in the future we will be able to provide them with more individual offers."
Car Parts and Accessories Sales Training in Mexico