It’s all about the brand

One of the world’s leading supercar manufacturers wanted sales staff at dealerships in China, to shift their approach to sales.

Introduction

ASE Automotive Solutions helped the dealers educate customers on the emotional connection with the brand and alter its perceived value.

The Challenge

Dealers focused negotiations on price, so the manufacturer needed to educate them to associate the brand with ownership experiences, and lifestyle brands and events to help customers understand the inherent value in owning its supercar.

ASE Approach

ASE Automotive Solutions performance improvement team piloted a coaching programme with one dealership to train its staff on emotional selling. This involved role-playing exercises to encourage the consumer to become more emotionally invested in the product.