First things first—why does this blog start with a picture of Ted the Spaniel? (That’s him on the very left by the way!)
Well, it all began with a rescheduled visit from our brilliant dog groomer, Claire. Her job? To remove half of Worcestershire’s vegetation from Ted—on a day when I happened to be working from home.
Claire knows my background in franchised car retailing, my experience in EV sales coaching, and that we own an EV. Like many people right now, she had a genuine interest in electric vehicles and plenty of questions. Hopefully, I was able to provide her with helpful answers!
The conversation really got me thinking about the ongoing challenge in our industry: how do we raise awareness of EVs and debunk the myths, especially for those in the very early stages of considering a switch—people who maybe aren’t yet ready to visit a dealership?
I suspect a large number of people would love to learn more about transitioning to new energy vehicles and take a test drive. However, many hesitate to visit a dealership for fear of being pressured into making a decision—whether that fear is justified or not. Instead, they rely on what they read in the press, see online, or hear from the so-called expert at their local pub.
My recent interactions with potential customers at a product launch reinforced this view. Without exception, every other guest I spoke with believed that the UK’s charging infrastructure was inadequate for serious EV ownership. Yet, after a little gentle questioning, it became clear that none of their concerns were based on personal experience or researched knowledge!
So, here’s the challenge: we need more people to engage with our sales teams and start their consideration journey. But if they think they’ll be pushed further down the sales funnel than they’re ready for, they won’t take that first step. And let’s be honest—sales executives are naturally driven to close deals in the here and now, so customers may have good reason to be cautious.
How do we encourage early-stage customers to interact with us while meeting them where they are in their journey?
Success depends on ensuring the right company culture, implementing a targeted marketing strategy, and maintaining strong sales leadership. Just as crucial is ensuring every team member understands what an exceptional customer experience looks like. Effectively leveraging CRM systems and embracing the latest technologies such as AI can further enhance efficiency and engagement.
If we take the time to understand where customers are in their journey and provide the right information at the right time, we can ensure we remain at the forefront of their purchase options.
While this blog focuses on EVs, the same principle applies regardless of powertrain choice. Every interaction with our business should feel like time well spent, invested, or saved for the customer.
I would be really interested in everyone’s thoughts and own experiences related to this and similarly if there is anything I can assist with please don’t hesitate to reach out
Richard
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