The global shift in the automotive industry towards electric vehicles (EVs) is in full swing, driven by technological advancements, environmental concerns and government incentives. This transition presents a decisive moment for automakers, who must adapt their manufacturing processes, supply chains, and marketing strategies. However, one of the most significant challenges lies in convincing their existing, often loyal, customer base to embrace this new EV technology. Maintaining and upselling existing customers is a crucial pathway for automakers to accelerate EV adoption.
Recognising the value of long-standing relationships and brand loyalty, manufacturers can implement targeted initiatives that educate, incentivise, and support their current customer base in transitioning to electric vehicles.
Understanding your Customers: the EV Mindset
While professionals in the automotive industry are taking the transition from internal combustion engine vehicles (ICEVs) to EV for granted, it's crucial to understand that your customers’ situation is different.
EVs have been receiving a lot of attention in the media, both positive and negative. Recent market research by ddx mobility shows that customers are mainly worried about the availability of charging infrastructure and the higher acquisition price for EVs. Other concerns are battery range and battery life.
To successfully transition your existing automotive customers to EV buyers, it's crucial to segment your audience and tailor your approach accordingly:
- Early adopters: Eager to embrace the latest technology, will respond to messaging highlighting innovation, performance, and environmental benefits.
- Careful converts: Needing reassurance, require information focusing on cost savings, ease of charging, and range anxiety solutions.
- Hesitant to change: Often sceptical of new technologies, may be swayed by emphasising the familiarity of the driving experience, reliability, and long-term value of EVs.
Knowing the Product
Equipping your sales team with in-depth product knowledge is essential for building customer confidence in EVs. Go beyond the basics of electric motors and batteries, and make sure your team covers topics like regenerative braking, battery thermal management, and the charging infrastructure that is relevant for your customers.
Addressing customer concerns head on is crucial, showcasing real-world range examples, highlighting the expanding charging network, and discussing the convenience of home charging solutions.
To support the transition to EVs, let your team draw comparisons to familiar aspects of ICEVs. Explain how horsepower translates to kilowatts, how regenerative braking is similar to engine braking, and how the instant torque of an electric motor provides a unique driving experience.
By highlighting the advantages of EV technology in a relatable way, your team can address customer concerns and showcase the benefits of electric mobility.
The EV Business Case
A solid EV business case is another key component in your EV sales toolbox, emphasising the long-term cost savings of moving from ICEV to EV mobility.
Your team has an opportunity to inform customers on the significant fuel cost savings over the lifetime of the vehicle. They can also illustrate the reduced maintenance costs due to fewer moving parts and the absence of oil changes, belts, and other traditional upkeep.
By clearly demonstrating the financial advantages, your team can confidently address cost concerns and showcase the value proposition of EVs.
Review your Sales Process
It is important to review your current sales process established for traditional ICEV sales. Properly adjusting this process for EV sales will be one of the keys to success, including the definition of appropriate commercial arguments for each phase.
ddx offers a team of experts to support your sales teams in transitioning from ICEV to EV sales. Our team will support you in redefining the traditional ICEV sales process and identifying the main pain points for successful EV sales. Together, we will pinpoint specific steps in the sales process where potential EV customers encounter constraints and to provide sales advisors with clear sales arguments.
Additionally, ddx can support you with tailored EV sales training for your sales team, based on their competencies and new skills, will help to build a highly-knowledgeable team ready to face the new EV challenges
Coaching Your Sales Talent: Role Playing and Simulations
To maximise the effectiveness of your EV sales process, our ddx mobility consultants can support your sales team to incorporate role-playing and simulation exercises into your training program. Based on realistic scenarios featuring common customer objections and concerns, coaching allows your sales team to practise their responses and refine their sales pitches in a safe environment.
This hands-on approach helps build confidence and adaptability, enabling them to confidently handle any situation that arises in real customer interactions.
By creating a culture of learning and development, you ensure that your team consistently delivers exceptional customer experiences and achieves outstanding sales results.
Coaching the Sales Manager: Steering with gamified incentives
To add excitement and drive to your EV sales team, incorporating gamification elements and rewards has proven to be a tool with immediate return on investment.
How to use gamification elements to drive EV sales:
- Sales contests: Top performers receive recognition and prizes, fostering healthy competition among team members.
- Leaderboards: Showcasing individual and team achievements, strengthening team spirit and encouraging continuous improvement.
- Milestones / badges: Special rewards, acknowledging and appreciating the efforts put into driving EV sales.
ddx offers sales gamification tools that are developed specifically for automotive sales and EV sales. Our solutions support sales steering and sales incentives, including individual performance dashboards for sales executives and a team dashboard for sales managers.
Based on customer experience, our consultants recommend creating a dedicated EV incentive program with specific KPIs and bonuses linked to quantitative and qualitative EV targets.
Implementing a KPI-driven mindset for both the sales manager and the sales teams will strengthen their internal communication and facilitate the follow-up on those targets.
Leveraging Technology for a Next-level Customer Experience
Using the right technology stack is another key component to enhancing the customer EV journey.
How ddx mobility solutions can help you and your team improve EV sales:
- CRM integration: Track interactions and preferences, enabling personalised follow-ups and tailored content delivery.
- Virtual test drives and configurators: Provide online experiences that showcase the unique features and benefits of each EV model.
- Charging apps: Equip your team with charging station locator apps that provide real-time information on charging availability, and integrate them with vehicle systems for seamless navigation and charging experiences.
- EV need assessment chat bot: Using a chat bot powered by AI can help your sales team to perform an efficient needs assessment during the first conversations with customers. All information gained by the chatbot is automatically stored in the customer record.
By implementing these technological tools with the help of our team at ddx, you can provide comprehensive support throughout the customer EV journey, building trust and confidence in their decision to embrace electric mobility.
Additional strategies
1. EV test drive program
Equipping your sales team to effectively promote EV test drives is crucial for converting existing automotive customers. Train them to highlight the value of extended test drive periods, emphasising how these allow customers to fully immerse themselves in the EV experience and discover the unique benefits of electric driving. Preparing test drives in advance and customising them based on the potential EV customer's driving profile will provide a competitive advantage over other dealers. The sales team will also need to develop commercial arguments, using the test drive as a customer touchpoint to overcome their EV barriers.
Coach your team to offer home charging trial options, enabling customers to experience the convenience and practicality of charging their EV in their own environment, further solidifying the transition to electric mobility. Contact your original equipment manufacturers (OEMs) to stay informed about the public charging solutions they offer, as well as any home charging options. If the OEMs do not have a partner for home charging, it will be easy to find a local supplier who offers both a home charging solution and installation services. Consider establishing a partnership, as this will enable you to offer a charging solution during the sales process. Keep in mind that, based on ddx market research, the main barrier to EV adoption is charging infrastructure.
Additionally, offer your sales team the opportunity to drive an EV car for a weekend. As the primary advocates of the EV revolution, they should experience firsthand what EV driving entails. It is important for them to identify the barriers for new EV adopters and integrate the commercial arguments to support and convert potential customers into real EV drivers.
2. Trade-in incentives
Incorporate trade-in and financing strategies into your sales training to make EVs more accessible for existing customers. Ensure your team is knowledgeable about the competitive trade-in values your dealership offers for ICEVs, highlighting how these can significantly offset the cost of a new EV. Additionally, train them on the attractive EV loan options available through your partnerships with financing providers, emphasising the competitive interest rates and flexible terms that make EV ownership more attainable.
3. Community building
Cultivate a sense of community and belonging for your EV customers by incorporating community-building initiatives into your sales training. Educate your team on the online forums or social media groups your dealership has created specifically for EV owners, emphasising how these platforms foster connections and facilitate knowledge sharing. Additionally, encourage them to actively promote and invite customers to EV owner events hosted by the dealership, highlighting how these gatherings provide opportunities for camaraderie, learning, and celebrating the EV lifestyle.
Conclusion
The transition to EVs presents a golden opportunity for automakers to strengthen bonds with their loyal customers. By understanding the unique needs and concerns of your customers, equipping your sales team with in-depth product knowledge, and embracing a consultative selling approach, you can guide them seamlessly into the EV era.
Remember, the key lies in personalised experiences, addressing range anxiety, showcasing the financial advantages, and leveraging technology to enhance the customer journey. By implementing these strategies, you'll not only drive EV sales but also foster long-lasting customer loyalty.
Contact the ddx mobility team today.
Discover how we can tailor these strategies to your specific needs and unlock the full potential of your EV loyalty sales.
Pieter Demaeght
Pieter leads our international team of automotive and mobility experts at ddx mobility, combining deep industry knowledge with technology and innovation. He brings 15+ years of international experience in Automotive and Financial Services, incl. BMW Group, BNP Paribas, Deutsche Börse and TD Bank.
pieter@ddxtransformation.com
Stephen Hebditch
Stephen is globally recognized for his expertise in the automotive industry and is an authority on customer retention. His journey has taken him through leadership roles at Porsche Finance, Rover Finance, BMW Group Head Office as Head of Customer Retention and Keyloop / FISC.
stephen@ddxtransformation.com
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