Neon Agency is a team
of experienced performance
improvement experts
We work across multiple
industry sectors UK and Worldwide
The electric vehicle (EV) market is experiencing a shift in consumer attitudes, with a recent slowdown in sales and inquiries. This suggests that the initial rush of early adopters is subsiding, and a more robust conquest approach is needed to persuade consumers to embrace this new technology.
“Enquiries to retailers about new electric cars has fallen 65% year-on-year, and they now only account for 9% of all new car enquiries, compared to 27% at the same time last year.”
To address this challenge, manufacturers and retailers must ensure that sales executives are fully equipped, confident, engaged, and motivated to bring customers on the sales journey. One effective method to achieve this is through the incentivisation and implementation of microlearning, which can provide personalised, engaging, and on-demand knowledge reinforcement for salespeople.
Microlearning is not a replacement for traditional learning methods, rather it is there to enhance the training process and is a highly effective approach that engages learners quickly by providing relevant information in bite-sized chunks. In our experience working with automotive manufacturers over the last decade, by delivering content through videos, gamification, quizzes, and varying design concepts, microlearning allows sales executives to access information as per their needs and preferences. It can both deliver new learning content efficiently via laptop and mobile access and reinforce existing knowledge.
1. Improved Retention: Research shows that the retention rate from microlearning is significantly higher, ranging from 70-90%, compared to traditional learning methods, which typically result in a 15% retention rate. This enhanced retention ensures that sales executives can recall and apply their knowledge effectively when interacting with customers.
2. Engaging and Preferred Learning Method: A survey of e-learners revealed that a whopping 94% preferred microlearning on the job. By delivering learning content in small daily nuggets and incorporating gamification techniques, such as rewards and recognition, microlearning demonstrates positive performance improvement with high engagement among sales executives and managers.
3. Personalised Learning Experience: Microlearning allows for a personalised learning experience by identifying and reinforcing key gaps in knowledge. Sales executives can systematically address their individual challenges, boosting their confidence and capability in customer interactions. This approach ensures that each participant receives the necessary training tailored to their specific needs.
Implementing microlearning in car dealerships also provides managers with enhanced oversight of potential knowledge gaps among their sales teams. Data-driven reporting enables managers to identify areas where additional coaching and support may be required promptly. By having real-time insights into the progress and performance of sales executives, managers can take proactive measures to address any shortcomings, ensuring a more competent and confident salesforce.
Your strategic goals, objectives, and challenges are unique, so any initiative to improve performance should be too. A Performance Improvement programme will increase employee engagement, delivering exceptional operational and commercial results. A tailor-made Performance Improvement programme will enable you to connect with your employees every day, by giving them the tools to become happier and more engaged. By adding in the microlearning element you will also help make your employees increasingly effective in their roles. Recognising people with employee rewards reinforces the desired behaviours you seek in your business and showcase expectations.
In the rapidly evolving electric vehicle market, where consumer attitudes are shifting and concerns surrounding EV adoption persist, it is crucial for manufacturers and retailers to equip their sales executives with the necessary knowledge and skills to address customer concerns effectively.
Our programmes are based on the fundamentals of Performance Improvement and are fine-tuned to meet your exact needs. In this case, microlearning offers an innovative and engaging approach to training, allowing salespeople to access information on-demand, personalise their learning experience, and improve their retention of key concepts. By implementing microlearning techniques, car dealerships can enhance sales engagement, boost confidence, and ultimately drive sales in the evolving EV market.
Neon Agency have significant experience in the automotive industry and have delivered learning and performance improvement programmes for many of the top brands. Our solutions achieve and sustain very high engagement levels (80 to 95%) and our engagement experts would be happy to present you further case studies.
Get in touch to find out more how your engagement levels could be further boosted by tactical microlearning through a dedicated performance improvement programme.
