What do you do if customers are resistant to understanding the benefits of new automotive technology?

1 Understand their concerns

The first step is to listen to your customers and understand why they are hesitant or skeptical about new technology. Are they worried about the cost, the reliability, the safety, or the complexity of the features? Are they loyal to a traditional brand or model that does not offer the latest technology? Are they simply unfamiliar or uncomfortable with the new functions and interfaces? By asking open-ended questions and showing empathy, you can identify their pain points and address them accordingly.

3 Compare and contrast with alternatives

The third step is to compare and contrast the new technology with the alternatives that your customers may be considering. For instance, you can highlight how a hybrid or electric vehicle can save them money on fuel and maintenance, reduce their environmental impact, and offer more power and range than a conventional vehicle. Or you can point out how a blind spot monitor or a rearview camera can prevent accidents and injuries that a regular mirror or a human eye cannot detect. By showing them the pros and cons of different options, you can help them make an informed decision.

4 Provide social proof and testimonials

The fourth step is to provide social proof and testimonials that show how other customers have benefited from new technology. You can use statistics, ratings, reviews, awards, or endorsements from reputable sources to back up your claims and boost your credibility. You can also share stories, feedback, or referrals from satisfied customers who have purchased or used the new technology. By showing them that they are not alone or behind in adopting new technology, you can increase their confidence and trust.

5 Offer incentives and guarantees

The final step is to offer incentives and guarantees that can motivate your customers to take action and overcome their resistance. You can offer discounts, rebates, financing, or trade-in options that can lower the price or increase the value of the new technology. You can also offer warranties, service plans, or trial periods that can assure them of the quality and reliability of the new technology. By reducing their risk and increasing their reward, you can persuade them to buy or try the new technology.