How to get an EV owner off to the best possible start

With demand for electric vehicles (EVs) reaching a tipping point it is even more essential for dealers to become familiar with all aspects of an EV in order to maximise sales, says Birmingham based national vehicle movement and inspection firm DMN Logistics.

One key concern for ICE drivers is that they may not be completely comfortable with the switch over, which makes the physical handover a key moment in life with their new vehicle. Whether it is range anxiety or lack of confidence in driving or maintaining an EV, retailers have a significant role in allaying fears and reassuring drivers and can use the buyer’s first moments with a car to help with this.

With the increase in online vehicle purchases, many drivers may be less familiar with the actual functionality of vehicles with some only seeing their new car for the first time on delivery.

Operational differences and different driving and charging experiences can further complicate matters, which gives auto retailers an ideal platform to inform, educate and offer quick and practical demonstrations.

According to DMN Logistics, here are a few tips for dealers to keep in mind when drivers take delivery of their new vehicle

• Dealerships need to ensure staff attend EV courses, such as BVRLA Electric Vehicles (Cars) operational technical support, to possess the knowledge and expertise required, to advise customers of their best choice of EV.
• Be prepared to qualify the customer. For instance, by checking their home location and its suitability for a charge point; discussing their journey type needs, their lifestyle – do they frequently go caravanning for example, as the extra load could cause issues with distance travelled on a full charge and their understanding of an EV.
• Have a specific EV handover routine with the customer – not your standard ICE handover. Be prepared to talk through, and demonstrate if necessary, the functions of the EV to help reacquaint them with the vehicle. This will include going through the features specific to an electric vehicle that they might not have encountered before.
• If delivery is taking place at their home, help them go through the process of getting plugged in for a charge at home. If they don’t have a charging point at home, make sure they have everything they need for finding their local charging points.
• Ensure the vehicle is handed over with as near to 100% charge as possible, so that the client has a positive first drive in their car and does not have to spend 45 minutes at the EV hub charging before they can get behind the wheel.
• Gen Alpha will undoubtedly have no trouble with understanding EVs but for those born before 2000, decades of experience with petrol/diesel engines means there is a need for a comprehensive explanation of an EV before a switch is made in order for the customer to feel confident in making the choice. Give the customer your time and allow more than you might feel necessary for an ICE vehicle.
• Appointing an EV champion in the team is a good idea to assist with in-depth knowledge and advice but ideally all staff should have excellent product knowledge especially at a non-franchise dealer with multi-marque sales. This also helps portray teamwork and solidarity amongst staff and as a company, which consumers tend to trust.
• Dealerships should ensure all staff have experience of driving an EV and can comprehensively explain the nuances of an electric vehicle, for example eco mode, regenerative braking, preconditioning of the vehicle while it is on charge and most importantly, how to charge the vehicle and the procedure at EV charge hubs. This way they will be able to advise from lived experience rather than learned.

Four groups

Nick Chadaway, managing director of DMN Logistics says: “When it comes to EVs, retailers must be aware that customers fall into one of four groups; second generation returning EV customers who understand EVs, those who have fully researched and have a complete understanding of both vehicles and environment issues, those who do not fully understand the road to zero but believe it is the right way to go on their next vehicle and want support from dealers in helping them make the right choice, and, finally, those who have some understanding of EVs and road to zero – but again, requires the dealer to offer guidance.

“There is much more work involved in selling an EV than dealerships are used to. The background legwork will help ensure the deal is right for each individual customer. It is far more time consuming to sell an EV, but additional time taken with a customer – and knowledge built throughout courses attendance – is worth it to build trust as well as help get the sale. It also opens up avenues for future SMR and added value services.”

Best interests

“Retailers have no choice but to educate themselves regarding EVs – it is in their best interests in order to maximise sales and garner repeat custom. Internally, our own vehicle delivery operatives have had to adapt to learning new systems and that’s helped us guide new car owners on how to drive an EV most efficiently.

“Dealers are in the best position to provide advice and we suggest staff utilise their knowledge to gain familiarity and a better understanding of the EV vehicles they are selling, so customers leaving a dealership feel confident in the choice they have made. Reassurance and building consumer confidence are key to the success of EV sales.

“It is vital to gain as much insight into the vehicle before getting on the road.”

[YOUR ACTION PLAN]

Create a bespoke handover plan for EVs

Ensure staff have both training and experience

Make sure vehicles are handed over fully charged

Help customers with their first charging experience