CSE Quick Tips
June 11, 2020
CSE Quick Tip #12

TO:   Sales Consultants & Sales Managers
SUBJECT:  CSE Quick Tip #12 – Needs Assessment and Reducing POD
Date:  June 2020

Needs Assessment and Reducing POD

With all the new technology and features available on Kia vehicles, it’s important to focus on helping your Kia customers become familiar with new features, trim levels, and packages. There are two key parts of the sales process that can help you do this effectively.

Performing the needs assessment and maintaining a focus on reducing Problems on Delivery (POD) are essential for creating the best customer experience during the purchase and delivery of a new Kia vehicle whether customers are transacting in-store or online.

Needs Assessment

  • Ask the right questions to ensure the features and functions of the vehicle align with the customer’s needs and wants.
  • Use the needs assessment to ensure they understand all those features and functions that come with the vehicle.
  • Confirm and reaffirm the customer’s needs in order to build rapport.
  • Use this time to set expectations for the rest of the sales process – especially if there may be some parts that may require extra time for preparation, such as getting into F&I.
  • Even with online customers, be sure to connect with the customer via phone, video conferencing, or other means to perform the needs assessment, which helps to build rapport, set expectations, help close the sale, and increase repeat and referral business.
  • Ensure that you are following social distancing and other CDC guidelines, such as wearing masks, when interacting with the customer in person.

Problems on Delivery (POD)

  • Leverage the information you learned during the needs assessment to better understand which features are important to the customer; focus on those during delivery in order to show the customer you value their time.
  • Use the Customer Delivery Worksheet (CDW) to guide the entire process and ensure you don’t miss anything important.
  • When you review the features that are most important to the customer, slow down and demonstrate these features in-depth. Next, let the customer try and then assist him/her with the adjustment of any settings.
  • Control the controllables – ensure that the vehicle is thoroughly washed before delivery.
  • Customers expect the vehicle to not just be delivered in pristine condition, but they also expect to know that it was also sanitized.
  • If delivering remotely away from the dealership, be sure to bring supplies to clean off any dirt or debris that may have collected en route and let the customer know the vehicle is sanitized.

During this time, practice social distancing and recommendations from the CDC, such as wearing face coverings.

Sincerely,

Sales and Field Operations Team
Kia Motors America, Inc.