Jeep Owner exchanges Vehicle for Chevy Equinox EV during Oil Change Service
In an unexpected turn of events, Ana R, a regular customer at a local dealership, traded her red Jeep for a brand new white Chevy Equinox EV during a routine oil change visit. This transformation was no mere coincidence, but a testament to the power of emotion in the car sales process.
The dealership, like many others, operates on an "up" system. The sales staff waits until everyone else has had their "up" before engaging with another customer. This system ensures a fair and orderly approach to customer service. However, deviating from this system, such as cutting in line or stealing an "up" opportunity, can lead to consequences, as Ana R discovered when she was encouraged to test drive the Chevy Equinox EV.
The emotional aspect of car sales is a crucial factor, as people often buy on emotion and justify their decision with facts. This is especially true for electric cars, which, contrary to popular belief, are not just about cost savings. The author suggests that focusing on the emotional experience of electric cars can be more effective in sales.
The Chevy Equinox EV was introduced to Ana R during her visit, and she was persuaded to take a test drive. The instant torque provided by electric cars, a more emotional experience than horsepower, played a significant role in her decision. The author believes that this emotional experience can lead to increased demand for electric cars.
The dealership's management encouraged this initiative, recognising the potential of electric cars and the importance of emotional engagement in the sales process. The author even suggests renting a local drag strip to demonstrate the performance of electric cars to potential customers, further stimulating their emotions and potentially sealing the deal.
Despite some initial reluctance from sales representatives due to the need for customer education, the success of Ana R's experience serves as a reminder of the potential of electric cars in the market. With federal EV incentives set to disappear on September 30, but still applicable if a sales contract is signed before the deadline and delivery is made by December 31, dealers have a limited window to capitalise on this opportunity.
The author encourages dealers to get their customers behind the wheel of electric cars to let the emotions work their magic. The name of the dealership where Ana R brought her Jeep for an oil change and later drove home with a new Chevy Equinox EV is not explicitly mentioned in the provided search results, but the impact of their approach is clear. The future of electric car sales could very well be driven by emotions.
