It is unusual, but buying a car can actually be an enthralling experience! This happened during the last phase of World Shopper’09, that took place in the North of Germany. Come and get to know the Mercedes Benz Consultant performance, garnished with good ideas and solutions for many of the problems that often seem unavoidable – not disregarding the “to be improved sections”, which in this case are played in the upper league, but are still there…

How to take the most of the “facilities” tool?

Usually underused, the “facilities” feature was still used, this time by the Consultant, and also during the static presentation of the product. The little explored concept of the brand’s image and values communication was transmitted by referring to Mercedes Benz History, while we were strolling among some of the collection vehicles on show. The static presentation began in an area of the venue where the E Class new generation was side by side with a W212 model. This setting made the presentation of the product’s main evolutions easy, thus avoiding a thorough description of equipments. Normally, this type of description tends to make the Consultant forget about correctly showing the great structural progress (e.g.: dimensions, habitability, construction quality) that, although less media-friendly than the latest electronic equipment generation, may become decisive so as to the Customer to value the new model. It was also during this phase that the Consultant took the chance to solve the design argument issue, emphasising the modernised lines, without getting into too subjective domains. The new E Class fleet, exhibited at several areas of the venue, allowed the different ambiances (Elegant and Avantgarde) to be correctly perceived by the Customer. At the end of the visit, the negotiation took place at the cafeteria, where we were invited to sit on a comfortable sofa and granted some coffee and mineral water.

Technological shop front does not equal sleeping Customer

Any recent E Class launching includes a technology avalanche, which presentation must be well managed in order to fight the risk of boredom and especially devaluation by the Customer. Our Consultant took advantage of the technological marketing, by initially presenting the W212 most media-friendly innovations, namely the driving support equipments. But more than putting pressure on the expensive options and trying to explain all the model’s progress at once, his objective was to transmit to the Customer a message about the Mercedes Benz brand’s leadership, as far as innovation, technology and safety are concerned. Without ever pushing it, the presentation made it possible for the Consultant to subtly gather information about the Customer’s main needs, regarding the vehicle’s usage and valued features. The equipment was gradually presented during the visit with constant links to the Customer’s needs. Every time the Consultant would get to the conclusion that the Customer didn’t need a specific item, he would carry on to another feature without wasting time, All this strategy make the Customer absorb all the necessary information and, for such an options selling that if for the manufacturer represents an increased profitability and a differentiation factor towards competition, for the customer, it represents value and product’s adequacy to expectations.

The product’s presentation and the clear option package definition according to the customer’s needs always have a better effect, even when the priority is the existing stock outflow.
At the end of the visit, the Consultant first delivered an offer regarding the tailored car. Afterwards, he presented us the less adequate alternatives to our equipment selection, but with advantages concerning price and/or delivery availability.

During the presentation, three resources were used: initially, the vehicles on show; the demo, during the test drive and the online simulator and catalogue; during the final offer prep.

This Consultant at Düsseldorf had done his homework, but he obviously didn’t know it all – nor did he have to. When faced during the presentation with an objection about the door handles conception, the Consultant avoided the dodgy attempt to personally justify it, referring the option validation responsibility to the brand’s technical experts. This is a strategy that works especially well when the Customer is previously submitted to a brand’s valuing strategy, which was our case.

Ice broken and product shown

After the product static display, the Consultant immediately invited us to perform a test drive, also suggesting the later scheduling possibility of a 2-3 days long test. After showing a careful driving, the Consultant invited us to try out the dynamical features of the new model. Not all dealerships have a non-speed limited motorway next to them such as this one in Daimler, but the truth is that many try outs are not more than small courses run with the Customer, who tries to adapt to the new machine driving rather than enjoying the product dynamic features.

The Consultant’s speech can also rarely be a good compromise between ice breaking and focusing on the vehicle features demo. In Düsseldorf, we ran a diversified test-drive, which was long enough (20 minutes) and followed by a pleasant though product and features oriented conversation and even regarding the deal to be closed.

To be improved

Throughout this experiment, globally very positive, the equipment presentation could have had a greater sensorial component besides the Consultant’s speech. The trial, which was performed in a version with few optional equipment and the batteries, which were off on the vehicles on show, didn’t help. Alternatively, the Consultant could have performed a demo on a online simulator, so as to better depict his explanations about the technologically innovative equipments.

During the test, the Consultant didn’t invite the Customer to previously adjust the driving position, which may affect the global comfort level perception of the car, by somebody who is shy or forgets to tune it to his/her posture.

With such a decisive bet on transmitting the brand’s values and service provided to the Customers, it is a shame that there is no boutique product that can be purchased on Saturdays, at this Daimler AG filial.

Finally, it is a shame that such a seduction potential, conquered by an honestly efficient service has been wasted with the spontaneous discount of 4.492€, on a new costumed vehicle, which RRP was 56.192€, including options, clearance expenses, transportation and VAT (19%).

Conclusion

After leaving the Daimler AG filial, in Düsseldorf, we were keener to buy an E Class Mercedes than we were when we got in. Retail was able to make the dream that the brand built in the potential Customer’s subconscious during this product conceiving and launching last longer. The Consultant organised service in order to provide the discovery steps of the product needs and presentation with the calm, the commitment and the resources that they deserve for the Customer to have the time to absorb and “buy” the brand and product’s arguments. The negotiation and alternative offers presentation step came at the end of the visit and, as it should always happen, without influencing the space the Customer needs to value the purchase that he may be about to make. This strategy needs structural resources, which are fortunately there on a more regular basis, regarding time and personal attitude by the Sales Force. In order to sell more and better, the Auto Sector desperately needs experiences such as the one we lived in Düsseldorf to be the rule, rather than the exception.

by Ricardo Oliveira

 

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