TO:   Dealer Sales & Service Management Team
SUBJECT:  SSI Quick Tip #7 - Reconfirm Your Telluride-Seltos Customer’s Needs. Every Customer. Every Time.
Date:  March 2020

It’s easy to skip the needs assessment 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.

Kia’s all-new Telluride and Seltos are attracting new premium customers who have done tremendous research on the Kia brand before coming to your showroom.

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. Plus, another 30% spend between four and 10 hours doing online research on vehicles.

What does that mean for you? It is essential that you make the customer’s transition from online to in-store a seamless and positive experience. 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 help your customer confirm that the Kia vehicle they 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 and Seltos customers, with the biggest area of concern being the lack of a proper needs assessment. Here are a few things you can say and do to find out more about these customers and their specific interest in the vehicle:

• Smile 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 you some questions today just to make sure the vehicle you are considering meets your specific needs. We have a vast product line at Kia, and you’d be surprised how many models and trims there are.”
  • “I can appreciate the homework you’ve done. Let me bring that Seltos around for you and we’ll head out for a test drive. While you discover the vehicle, I will have some questions for you to simply 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 Telluride? In your opinion, how does the Telluride 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 conducting a thorough needs assessment with every customer, 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)

Remember, conducting a needs assessment with every customer, 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 and Seltos buyers!

Sincerely,

Sales and Field Operations Team
Kia Motors America, Inc.