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.

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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."

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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]

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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


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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
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