Automotive News Canada - November 2017 - 16

16

* NOVEMBER 2017

By JIL MCINTOSH

OSHAWA CORRESPONDENT

BECAUSE EVERY
dealership employee who
talks to a customer makes
an impression, Kia recently
ramped up its training programs to reach everyone who
represents the brand.
Ted Lancaster, COO of Kia
Canada, said the company has
increased its training efforts
this year.
"We see
growing
opportunity
for the brand,
and a growing need to
support the
people at the
dealerships.
"We can't
Ted Lancaster,
just have
COO of Kia
Canada.
salespeople
(PHOTO: KIA)
and technicians trained.
There's a business office, there
are service advisers, there's a
sales manager. Anyone with a
touch point must have training. If someone's angry about a
repair on their vehicle, people
must know how to handle that
customer."
The company uses several methods, starting with Kia
University, its online program.
"My department and I built
that from scratch a few years
ago," says Réjean Furoy, Kia
Canada's national training
manager. "It's a full curriculum of Web courses on all the
job aspects, from soft skills,
to brand, to KPI [key performance indicators], to product,
to technical."
The company does face-to-

Kia's touch points
Training stepped up for any dealership
staff members who interact with customers

You need to have employees
with a good understanding
of the company, so they
can present the product to
the customer with all the
information.
RUTH REVENBERG

General Manager
Gus Revenberg Kia
face training at its own centre,
in dealerships in major markets and in
partnership
with colleges,
using training programs
designed by
Kia. Dealers
pay $25 per car
sold for training, which
Réjean
gives them
Furoy, Kia
access to Kia
Canada's
University,
national
online and
training
manager.
instructor-led
(PHOTO: KIA)
courses and
webinars for
all staff members, the company said.

Ruth Revenberg, general manager of Gus Revenberg Kia in
Windsor, Ont., says that more training is needed as the vehicle systems become more technical. (PHOTO: GUS REVENBERG KIA)

"This year, we implemented
'quick fact' sheets, and these
are tools we send to the sales
teams and general managers,"
Lancaster said. "It's the Kia
Coach Program, and it's like
a [department] meeting on a
page." Topics can include the
negotiation process, how to
work positively with customers, and what to discuss with
them.

The fast, direct way
to sell more cars.

CBB Connect is the only valuation tool you need.
* Wholesale, Trade-in and Retail values
* Mobile, laptop and desk-top access

Digital marketing company
LotLinx links with Kijiji
By JIM HENRY

NEW YORK CORRESPONDENT

LOTLINX MAKES ITS DEBUT
with auto dealers and consumers in Canada in early
December and will partner
with online classified company Kijiji.
LotLinx is new to Canada,
although the Chicago-based
digital marketing company
said it already has more than
4,000 U.S. dealers signed up.
More than 95 per cent of them
are franchised new-car dealers, the company said.
Len Short, LotLinx chairman, said Kijiji is "one of the,
if not the, most-loved brand"
in Canada. "It is 'the' classified site in Canada."

REPLACING 'SPRAY AND PRAY'

Get your no-charge trial today.
Click on canadianblackbook.com/cbbconnect-english or call us at 1-800-562-3150.

canadianblackbook.com

The training programs are
not mandatory but include
participation incentives, some
of which are available to
almost all staff members, not
just sales staff.
"The training is very
in-depth," said Ruth
Revenberg, general manager of Gus Revenberg Kia in
Windsor, Ont.
"Each person [at the store]

Download CBB Connect today:

has a role and a training path
to help them achieve better
knowledge and understanding
of their duties.
"I've been in the car business for 25 years and worked
for a number of franchises. It used to be a basic walk
around, someone came out and
talked to you about brakes and
ABS and this is what it does
for you.
Today, the
technology is so
advanced
that there
needs to
be a lot
of education, but
also more
hands-on.
We'll do ride-and-drives with
the [Kia] trainers, and they'll
demo the stability control and
hill-climb assist and the interactive safety features."
Her employees also learn
about the company's history,
which Revenberg says is beneficial. "Ten years ago, Kia was
a different kind of product, so
seeing how this has evolved is
a good foundation," she said.
"You need to have employees with a good understanding of the company, so they
can present the product to the
customer with all the information."
"We're up 4.8 per cent year
to date," Lancaster says, "and
while I can't say that's directly related to training, it's an
element that definitely has
helped. We have more days
of training, and more people
trained. We're doing everything to provide the best training we can." - ANC

LotLinx officially launches
in major metropolitan areas in
Canada on Dec. 1. In the meantime, he said the company has
been seeking to sign up dealer
groups.
Dealerships pay LotLinx
a monthly fee, plus one-time
setup fees. LotLinx technology targets and scores in-market shoppers, based on their
online search behaviour.

Short said the user benefit for
dealers is that dealerships can
use LotLinx data to see which
individual vehicles in their
inventory get the most online
hits, and which vehicles need
marketing dollars the most.
"We're only buying the
demand the dealer needs to
move that car that he's holding," he said.
The alternative is to "spray
and pray," Short said. That
means dealerships spread
their online ad dollars across
many sites, and hope they
reach the right consumers.

A LANDSLIDE
The net result is usually
a "landslide" of hits on just
a few vehicles, typically, the
cheapest used cars in the dealership's inventory, because
customers shopping on price
generate the most page views,
Short said.
For example, he said a lowpriced used Ford F-150 pickup truck in Texas would "sell
itself," without having to
advertise.
Short said, "Shifting dollars
away from cars that are going
to sell themselves anyway is
the biggest thing dealers can
do to save money." - ANC


http://www.canadianblackbook.com/cbbconnect-english http://www.canadianblackbook.com

Table of Contents for the Digital Edition of Automotive News Canada - November 2017

Automotive News Canada - November 2017 - Intro
Automotive News Canada - November 2017 - 1
Automotive News Canada - November 2017 - 2
Automotive News Canada - November 2017 - 3
Automotive News Canada - November 2017 - 4
Automotive News Canada - November 2017 - 5
Automotive News Canada - November 2017 - 6
Automotive News Canada - November 2017 - 7
Automotive News Canada - November 2017 - 8
Automotive News Canada - November 2017 - 9
Automotive News Canada - November 2017 - 10
Automotive News Canada - November 2017 - 11
Automotive News Canada - November 2017 - 12
Automotive News Canada - November 2017 - 13
Automotive News Canada - November 2017 - 14
Automotive News Canada - November 2017 - 15
Automotive News Canada - November 2017 - 16
Automotive News Canada - November 2017 - 17
Automotive News Canada - November 2017 - 18
Automotive News Canada - November 2017 - 19
Automotive News Canada - November 2017 - 20
Automotive News Canada - November 2017 - 21
Automotive News Canada - November 2017 - 22
Automotive News Canada - November 2017 - 23
Automotive News Canada - November 2017 - 24
Automotive News Canada - November 2017 - 25
Automotive News Canada - November 2017 - 26
Automotive News Canada - November 2017 - 27
Automotive News Canada - November 2017 - 28
Automotive News Canada - November 2017 - 29
Automotive News Canada - November 2017 - 30
Automotive News Canada - November 2017 - 31
Automotive News Canada - November 2017 - 32
https://www.nxtbook.com/nxtbooks/crain/canada_202403
https://www.nxtbook.com/nxtbooks/crain/canada_202402
https://www.nxtbook.com/nxtbooks/crain/canada_202401
https://www.nxtbook.com/nxtbooks/crain/canada_202312_supp
https://www.nxtbook.com/nxtbooks/crain/canada_202312
https://www.nxtbook.com/nxtbooks/crain/canada_202311
https://www.nxtbook.com/nxtbooks/crain/canada_202310
https://www.nxtbook.com/nxtbooks/crain/canada_202309
https://www.nxtbook.com/nxtbooks/crain/canada_202308
https://www.nxtbook.com/nxtbooks/crain/canada_202307
https://www.nxtbook.com/nxtbooks/crain/canada_202306
https://www.nxtbook.com/nxtbooks/crain/canada_202305
https://www.nxtbook.com/nxtbooks/crain/canada_202304
https://www.nxtbook.com/nxtbooks/crain/canada_202303
https://www.nxtbook.com/nxtbooks/crain/canada_202302
https://www.nxtbook.com/nxtbooks/crain/canada_202301
https://www.nxtbook.com/nxtbooks/crain/canada_202212
https://www.nxtbook.com/nxtbooks/crain/canada_202212_supp
https://www.nxtbook.com/nxtbooks/crain/canada_202211
https://www.nxtbook.com/nxtbooks/crain/canada_202210
https://www.nxtbook.com/nxtbooks/crain/canada_202209
https://www.nxtbook.com/nxtbooks/crain/canada_202208
https://www.nxtbook.com/nxtbooks/crain/canada_202207
https://www.nxtbook.com/nxtbooks/crain/canada_202206
https://www.nxtbook.com/nxtbooks/crain/canada_202205
https://www.nxtbook.com/nxtbooks/crain/canada_202204
https://www.nxtbook.com/nxtbooks/crain/canada_202203
https://www.nxtbook.com/nxtbooks/crain/canada_202202
https://www.nxtbook.com/nxtbooks/crain/canada_202201
https://www.nxtbook.com/nxtbooks/crain/canada_202112
https://www.nxtbook.com/nxtbooks/crain/canada_202111_supp
https://www.nxtbook.com/nxtbooks/crain/canada_202111
https://www.nxtbook.com/nxtbooks/crain/canada_202110
https://www.nxtbook.com/nxtbooks/crain/canada_202109
https://www.nxtbook.com/nxtbooks/crain/canada_202108
https://www.nxtbook.com/nxtbooks/crain/canada_202107
https://www.nxtbook.com/nxtbooks/crain/canada_202106
https://www.nxtbook.com/nxtbooks/crain/canada_202105
https://www.nxtbook.com/nxtbooks/crain/canada_202104
https://www.nxtbook.com/nxtbooks/crain/canada_202103
https://www.nxtbook.com/nxtbooks/crain/canada_202102
https://www.nxtbook.com/nxtbooks/crain/canada_202101
https://www.nxtbook.com/nxtbooks/crain/canada_202012
https://www.nxtbook.com/nxtbooks/crain/canada_202011
https://www.nxtbook.com/nxtbooks/crain/canada_202010
https://www.nxtbook.com/nxtbooks/crain/canada_202009
https://www.nxtbook.com/nxtbooks/crain/canada_202008
https://www.nxtbook.com/nxtbooks/crain/canada_202007
https://www.nxtbook.com/nxtbooks/crain/canada_202006
https://www.nxtbook.com/nxtbooks/crain/canada_202005
https://www.nxtbook.com/nxtbooks/crain/canada_202004
https://www.nxtbook.com/nxtbooks/crain/canada_202003
https://www.nxtbook.com/nxtbooks/crain/html_test
https://www.nxtbook.com/nxtbooks/crain/canada_202002_v2
https://www.nxtbook.com/nxtbooks/crain/canada_202002
https://www.nxtbook.com/nxtbooks/crain/canada_202001
https://www.nxtbook.com/nxtbooks/crain/canada_201912
https://www.nxtbook.com/nxtbooks/crain/canada_201911
https://www.nxtbook.com/nxtbooks/crain/canada_201910
https://www.nxtbook.com/nxtbooks/crain/canada_201909
https://www.nxtbook.com/nxtbooks/crain/canada_201908
https://www.nxtbook.com/nxtbooks/crain/canada_201908_v2
https://www.nxtbook.com/nxtbooks/crain/canada_201907
https://www.nxtbook.com/nxtbooks/crain/canada_201906
https://www.nxtbook.com/nxtbooks/crain/canada_201905_v2
https://www.nxtbook.com/nxtbooks/crain/canada_201905
https://www.nxtbook.com/nxtbooks/crain/canada_201904
https://www.nxtbook.com/nxtbooks/crain/canada_201903
https://www.nxtbook.com/nxtbooks/crain/canada_201902_v3
https://www.nxtbook.com/nxtbooks/crain/canada_201902
https://www.nxtbook.com/nxtbooks/crain/canada_201901
https://www.nxtbook.com/nxtbooks/crain/canada_201812
https://www.nxtbook.com/nxtbooks/crain/canada_201811
https://www.nxtbook.com/nxtbooks/crain/canada_201810
https://www.nxtbook.com/nxtbooks/crain/canada_201809
https://www.nxtbook.com/nxtbooks/crain/canada_201808
https://www.nxtbook.com/nxtbooks/crain/canada_201807
https://www.nxtbook.com/nxtbooks/crain/canada_201806
https://www.nxtbook.com/nxtbooks/crain/canada_201805
https://www.nxtbook.com/nxtbooks/crain/canada_201804
https://www.nxtbook.com/nxtbooks/crain/canada_201803
https://www.nxtbook.com/nxtbooks/crain/canada_201802
https://www.nxtbook.com/nxtbooks/crain/canada_201801
https://www.nxtbook.com/nxtbooks/crain/canada_201712
https://www.nxtbook.com/nxtbooks/crain/canada_201711
https://www.nxtbook.com/nxtbooks/crain/canada_201711_v2
https://www.nxtbook.com/nxtbooks/crain/canada_201710
https://www.nxtbook.com/nxtbooks/crain/canada_201709
https://www.nxtbook.com/nxtbooks/crain/canada_201708
https://www.nxtbook.com/nxtbooks/crain/canada_201707
https://www.nxtbook.com/nxtbooks/crain/canada_201706
https://www.nxtbook.com/nxtbooks/crain/canada_201705
https://www.nxtbook.com/nxtbooks/crain/canada_201704
https://www.nxtbook.com/nxtbooks/crain/canada_201703_v2
https://www.nxtbook.com/nxtbooks/crain/canada_201703
https://www.nxtbook.com/nxtbooks/crain/canada_201702
https://www.nxtbook.com/nxtbooks/crain/canada_201702_v2
https://www.nxtbook.com/nxtbooks/crain/canada_201701
https://www.nxtbook.com/nxtbooks/crain/canada_201612
https://www.nxtbook.com/nxtbooks/crain/canada_201611
https://www.nxtbook.com/nxtbooks/crain/canada_201610
https://www.nxtbook.com/nxtbooks/crain/canada_201609
https://www.nxtbook.com/nxtbooks/crain/canada_201608
https://www.nxtbook.com/nxtbooks/crain/canada_201607_test
https://www.nxtbook.com/nxtbooks/crain/canada_201607
https://www.nxtbook.com/nxtbooks/crain/canada_launch2016
https://www.nxtbookmedia.com