Mercedes-Benz ‘Route to Perfection’ for top industry accolade
The Mercedes-Benz passenger car test drive training scheme ‘Route to Perfection’ has received the top sector prize at the leading automotive honours, the Motor Trader Awards 2011.
Mercedes-BenzUK’s Business Skills Training Manager, David Higson, collected the coveted trophy at Wednesday night’s (13thJune) event at London’s Grosvenor House Hotel.
The test drive training scheme run by Mercedes-Benz beat off competition from Cross Roads Subaru and Harratts to claim the Training Award, which was judged by a panel of experts from within the automotive industry who were looking for evidence of innovative and successful training schemes that have raised standards of professionalism and boosted revenues.
A delighted David Higson commented: “We are thrilled to have received such an honour in recognition of all the hard work from the team and success in developing the Mercedes-Benz Training scheme.
“We welcome over 10,000 delegates through our specialist and purpose built training centre each year, which truly is a testament to the high standards that our programmes deliver.”
Motor Trader said: While most showroom-based staff have received some form of sales training, they tend to be on their own when it comes to presenting test drives. Mercedes-Benz decided to put this right with its Route to Perfection programme.
A huge undertaking that has so far seen 665 trainees from 122 retailers taking part, this UK-designed, one-day course mixes classroom and behind-the-wheel experience, to raise the quality of test drives and improve conversion rates.
The depth of background research, and the way the programme was genuinely tailored to meet dealer’s needs, won praise for the judging panel.
Trainees are not dispatched to Mercedes’ Milton Keynes headquarters, instead they’re coached in their own dealerships, bringing a sense of realism to the test drives themselves, which take place with experienced actors playing buyers.
They’re ‘in character’ for the entire event and don’t socialise with participants between training sessions.
Understanding different customer types is the starting point for the course, which uses cars fitted with tiny video cameras, so participants can see how they have handled the test drives.
They peer review the day along with colleagues including sales managers, and are later given a DVD of their test drives, along with a workbook and action plan.
Mercedes claims a national 4 per cent sales rise on the back of the programme, and a 15 per cent rise in test drives.
This Motor Trader Award winning UK training initiative is now being actively looked at for other Mercedes markets.