It’s easy to skip ahead, and not take the time to completely understand your customers’ needs with a confident and prepared customer. However, slowing this process down to reconfirm their needs and preferences will deliver a better customer experience that will increase close rates, retention, and repeat and referral business.

Deloitte’s Global Automotive Consumer Study revealed that more than 50% of all U.S. consumers spend more than 10 hours researching vehicles on their own before committing to a purchase. Another 30% spend between 4 and 10 hours doing online research on vehicles. Kia’s Telluride, Seltos, Sorento, and All-New EV6 are attracting new premium customers who have done tremendous research on the Kia brand before coming to your showroom.

It is essential that you make the customer’s online to in-store transition seamless and positive. These early adopters may have done a lot of research online, but the dealership offers the chance for them to experience those features they researched by seeing, touching, and driving the vehicle. This is an opportunity to confirm the Kia vehicle your customer researched is exactly what they want and need and to understand the customer’s expectations of the purchase process.

Survey results show lower customer experience from Telluride, Seltos, and Sorento customers, with the biggest area of concern being the lack of properly and completely understanding your customers’ needs. Here are a few things you can say and do to find out more about these customers and their specific interest in the vehicle:

• Acknowledge and show respect for the customer’s knowledge. (Approach the situation as a collaboration and an opportunity to understand the customer’s point of view.)
• Engage the customer by asking questions to get him/her talking. For example, you can say:
• “I know you’ve done your research, so what is it that excites you about the Telluride?”
• “I’ll be asking some questions today to make sure the vehicle you are considering meets your specific needs. We have a vast product line at Kia with many trims and models, including our All-New EV6.”
• “I can appreciate the homework you’ve done. Let me bring that Seltos around and while you discover the vehicle, I’ll ask some questions to make sure the vehicle meets your specific needs. We might uncover another model or trim that could also be a good fit.”
• “What competitive makes and models did you research before arriving here to look at the Sorento? In your opinion, how does the Sorento compare to other models?”
• Demonstrate your concern for ensuring that the customer chooses the vehicle and trim level that best fits their lifestyle in your discussions.
• Understand the customer’s expectations of the buying process.

By asking the right questions and completely understanding each of your customers’ needs, you are better able to…

• Confirm the customer’s knowledge of the vehicle
• Determine or reconfirm the customer’s needs/wants to provide a better delivery and more efficient explanation of features and functions
• Improve customer retention and loyalty which may lead to more sales (repeat and referral sales)

You can still completely understand your customers’ needs while observing social distancing, and survey feedback show customers appreciate when you show that you have their safety in mind. Offer to connect using video conference apps, make appointments to reduce any wait times if customers come to the dealership, and observe social distancing to show customers you care about their health and safety.

Remember, completely understanding every customer’s needs, every time increases loyalty to you, the dealership, and the brand. It’s your opportunity to stand out and make a great impression with Telluride, Seltos, Sorento, and EV6 buyers! During this time, please continue to practice social distancing and recommendations from the CDC, such as wearing face coverings.