Enhancing Sales Effectiveness at Shakun Motors
Challenge
Shakun Motors, a well-established Volkswagen car retailer with a sales team of over 15 members, sought to enhance the effectiveness of their in-showroom and test drive experiences to boost overall sales conversion rates.
Approach
JumpstartCXO conducted four intensive workshops with Shakun Motors’ owner and team leads to delve deep into their current sales processes and identify key areas for improvement.
Our focus was on understanding the customer journey from initial contact through to sales conversion, with a special emphasis on the in-showroom interaction and test drive experience.
Process
Diagnostic Workshop
We initiated the engagement with comprehensive diagnostic workshops to map existing sales workflows and identify inefficiencies, involving key stakeholders in data-driven analyses to optimize processes.
Customer Engagement Analysis
By analyzing customer interactions, both from direct observations in the showroom and through tele-in lead data, we identified critical touchpoints that were pivotal to enhancing customer engagement.
Data Utilization
Utilizing the data captured during customer interactions, we helped Shakun Motors develop a nuanced understanding of their customer base, which included profiling and predicting customer behaviors to tailor the sales approach effectively.
Identification
Key Findings
Variability in Conversion Rates
Our analysis revealed significant variability in conversion rates from tele-in leads to test drives, indicating a gap in the initial customer engagement strategies.
Inconsistent Data Capture
We noted inconsistencies in the data captured during initial customer interactions, which led to missed opportunities for personalized follow-ups.
Sales Process Gaps
The lack of a structured sales process led to uneven customer experiences, directly impacting conversion rates.
Solutions Implemented
Standardized Customer Interaction Scripts
We introduced standardized scripts for initial customer calls to ensure consistency in customer engagement across all sales consultants.
Enhanced Training for Sales Consultants
Recognizing the variance in performance among sales consultants, we implemented targeted training modules to elevate their customer handling skills.
Lead Qualification Framework
A new lead qualification framework was introduced, utilizing AI-driven insights to better score and prioritize leads based on their likelihood to convert.
Outcome
Post-implementation, Shakun Motors experienced a noticeable improvement in their sales conversion rates. The structured approach to customer engagement and the use of data-driven insights allowed the sales team to offer more personalized and effective customer interactions.
The test drive to conversion rate improved by 15%, and overall customer satisfaction scores saw a significant rise.
