Automobile Manufacturer Event - Strengthen Sales, Educate, Motivate

BUSINESS CHALLENGE:

New vehicle product is almost always revealed to dealership owners and manufacturer employees well-before the floor salespeople or the public.  An exciting new model was forthcoming to Land Rover.  A Regional Marketing Manager of Land Rover North America wanted to create a sales volume contest entitled “Road to the Factory” for regional and dealership sales managers to compete for an unprecedented opportunity to preview the product first-hand prior to its reveal in the USA marketplace.

OBJECTIVE:

• To enhance brand knowledge and increase sales ability for all products, while providing an incentive to increase sales of current models 
• To provide the new model product preview in UK (country of origin) prior to its reveal in USA marketplace 
• To reward and educate top regional and dealership sales managers of new product design, features, and drivability
• Provide first-hand experience of complete product line production

SOLUTION:

A 3-month sales volume contest of current product in southern region. Top 25 dealer sales managers and regional manager hosts qualified for event.

dai provided:

• 4 day-3 night program to England
• Land Rover Factory tour – Solihul, UK
• Land Rover Design Center (highly restricted access) tour, design team presentation and new model product reveal – Gaydon, UK
• Land Rover Drive Experience* (ride and drive) – Eastnor Castle Estate, home of Land Rover test track, Herefordshire, UK
   *Alternating ride & drive, falconry and skeet shooting activities with group
• Group camaraderie – meal functions and optional tours of local attractions

RESULTS:

• The participating dealership sales managers produced more pre-orders than other stores in the region within 45 days of their experience
• Their stores averaged substantially higher sales of New Models within the first year of availability in region
• The participating dealership sales managers were able to better educate, motivate others and close more business due to their experience