With over 25,000 visitors, the “Freiburger Automobil” regional fair in February 2015 was more popular than ever. Twenty-four car brands were showcased on 25,000 square meters from 20th to 22nd at the “Little IAA”, as it’s called in Freiburg. Thanks to HGS sales training and coaching, the team, from one of the participating car brands, also achieved a sales record. HGS’s client, one of the largest car dealerships in the region of Baden, showed up with more than 60 vehicles and services (i.e. car service, finance, insurance) to represent their manufacturer in a prestigious way. In advance of the event Eberhard Groß and his team had trained a core staff of more than 50 employees. On-site coaching was provided during the fair. Training took place in three groups - test drive assistants, promoters, retailers - and each had a different emphasis, depending on the task. For the test drivers, the focus was “how do I explain the technology?”. The promoters dealt with the questions “how do I catch the attention of prospects?” and “what questions should/may I ask, in order to qualify the prospects?”. Likewise, “how does a smooth handover to the ‘colleague’ (sales staff) work?”. For the sales people, it was about how a trade show sale differs from a sale at the dealership, and when sales negotiations pay off. During the exhibition, HGS accompanied the client's team on-site with targeted coaching. To complete the cooperation, booth management and trade fair coordination were partially also provided by HGS. The success proves HGS right: With 128 new cars sold, the exhibitor achieved a new sales record for a regional fair.
HGS Trains and Coaches Successful Team at "Freiburger Automobil"