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How can you effectively present the benefits of hybrid and electric vehicles?

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Hybrid and electric vehicles (HEVs) are becoming more popular and competitive in the automotive market, offering various benefits for drivers and the environment. As an automotive sales professional, you need to know how to effectively present these benefits to your potential customers and address their common concerns and objections. In this article, we will share some tips and strategies on how to do that.

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Brian OLeary

Global Head e-Mobility & Infrastructure | Chair IPC e-Mobility Quality & Reliability Advisory Council | Host EVInSIDER

1 Know your product

Before you can sell any vehicle, you need to know its features, specifications, and performance. This is especially important for HEVs, as they have different technologies and systems than conventional vehicles. You should be familiar with the types of HEVs, such as plug-in hybrids, battery electric vehicles, and fuel cell vehicles, and how they differ in terms of powertrain, fuel efficiency, range, charging, and maintenance. You should also be able to explain the advantages of HEVs over conventional vehicles, such as lower emissions, lower fuel costs, tax incentives, and driving comfort.

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Brian OLeary

Global Head e-Mobility & Infrastructure | Chair IPC e-Mobility Quality & Reliability Advisory Council | Host EVInSIDER
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Charging anxiety is a top concern among electric vehicle (EV) enthusiasts, especially for those lacking home charging options. Battery Electric Vehicles (BEVs) demand planned charging sessions, akin to smartphone battery management—charge steadily throughout the day at home, work, or while shopping. Plug-in Hybrid Electric Vehicles (PHEVs) mitigate this anxiety, blending electric and gasoline power. They're perfect for daily commutes within electric range, with the gasoline engine as a backup for longer trips or forgotten charges. BEVs are ideal for eco-conscious individuals with reliable charging access, whereas PHEVs offer a versatile solution for those easing into electric mobility, ensuring range anxiety is a thing of the past.

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César Nunes Giracca

Doutorando | Universidade Federal de Santa Catarina
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Menor custo de energia. Os veículos híbridos e elétricos s?o mais eficientes no consumo de energia, o que resulta em um menor custo de combustível. Além disso, os veículos elétricos podem ser carregados em casa, o que elimina a necessidade de ir a um posto de gasolina. Menos emiss?es de poluentes. Os veículos híbridos e elétricos emitem menos poluentes do que os veículos convencionais movidos a combust?o, o que contribui para a melhoria da qualidade do ar. Maior autonomia. Os veículos híbridos e elétricos têm uma autonomia maior do que os veículos convencionais movidos a combust?o, o que permite viajar longas distancias sem precisar parar para abastecer.

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César Nunes Giracca

Doutorando | Universidade Federal de Santa Catarina
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Mais silenciosos. Os veículos híbridos e elétricos s?o mais silenciosos do que os veículos convencionais movidos a combust?o, o que contribui para um ambiente mais agradável. No entanto, os veículos híbridos e elétricos também apresentam algumas desvantagens, como: Custo de aquisi??o mais elevado. Os veículos híbridos e elétricos s?o mais caros do que os veículos convencionais movidos a combust?o.

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César Nunes Giracca

Doutorando | Universidade Federal de Santa Catarina
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Menor disponibilidade de infraestrutura. A infraestrutura de abastecimento de veículos elétricos ainda é limitada, o que pode dificultar a utiliza??o desses veículos em algumas regi?es. Tempo de recarga mais longo. O tempo de recarga dos veículos elétricos é mais longo do que o tempo de abastecimento dos veículos convencionais movidos a combust?o.

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2 Know your customer

The next step is to understand your customer's needs, preferences, and motivations. You should ask open-ended questions to discover their driving habits, budget, lifestyle, and environmental awareness. You should also listen carefully to their concerns and objections, such as the higher upfront cost, the availability of charging stations, the battery lifespan, and the safety of HEVs. By knowing your customer, you can tailor your presentation and demonstration to highlight the benefits of HEVs that are most relevant and appealing to them.

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Brian OLeary

Global Head e-Mobility & Infrastructure | Chair IPC e-Mobility Quality & Reliability Advisory Council | Host EVInSIDER
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Understanding your customer is crucial in the EV market, where technology and lifestyle significantly influence buying decisions. Surveys indicate tech features rank high in purchase considerations. Tailoring your approach involves probing into the customer's daily life—do they have a home with charging capabilities? What's their average daily mileage? Is the vehicle intended for city commuting or cross-country adventures? These questions help align vehicle features with customer needs, ensuring a match that supports their lifestyle and minimizes potential barriers to EV adoption.

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3 Show and tell

One of the best ways to present the benefits of HEVs is to show them in action. You should take your customer on a test drive and demonstrate how the HEV operates, how it switches between different modes, how it displays information on the dashboard, and how it responds to different driving conditions. You should also point out the features that make the HEV unique, such as the regenerative braking, the quiet engine, and the smart technology. During the test drive, you should also tell your customer how the HEV can save them money, reduce their environmental impact, and enhance their driving experience.

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Brian OLeary

Global Head e-Mobility & Infrastructure | Chair IPC e-Mobility Quality & Reliability Advisory Council | Host EVInSIDER
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Driving an EV excites with instant torque and silent operation, providing a unique, exhilarating experience. Showcasing advanced tech like regenerative braking and smart infotainment, along with environmental benefits, draws interest. Test drives make these perks tangible, boosting appeal. Surveys show once people switch to EVs, few return to combustion engines, highlighting the lasting appeal and satisfaction of electric driving. This loyalty underscores EVs' blend of eco-friendliness, innovation, and convenience.

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4 Handle objections

During or after the test drive, your customer may have some questions or doubts about the HEV. You should be prepared to handle these objections with confidence and clarity. You should acknowledge their concerns and provide factual and positive information to address them. For example, if your customer is worried about the higher upfront cost of the HEV, you can explain how they can recoup their investment through lower fuel and maintenance costs, as well as tax credits and rebates. If your customer is unsure about the availability of charging stations, you can show them how to use online tools or apps to locate and access them. If your customer is skeptical about the battery lifespan, you can reassure them about the warranty and the durability of the HEV.

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Brian OLeary

Global Head e-Mobility & Infrastructure | Chair IPC e-Mobility Quality & Reliability Advisory Council | Host EVInSIDER
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Addressing EV objections effectively: Highlight battery advancements and the expanding network of chargers, including NACS adoption, enabling access to Tesla's vast infrastructure. Emphasize EVs' lower total cost of ownership, considering their higher initial price but significant long-term savings on fuel and reduced maintenance, thanks to fewer moving parts. Counter performance myths with facts on EVs' rapid acceleration. For environmental concerns, note the reduction in emissions and renewable energy advancements. Educating skeptics with factual insights can shift perceptions positively.

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5 Follow up

The last step is to follow up with your customer after the presentation and demonstration. You should thank them for their time and interest, and ask them for their feedback and opinion. You should also remind them of the benefits of the HEV and the value proposition that you have presented. You should also offer to answer any further questions or concerns that they may have, and invite them to contact you or visit your dealership again. By following up, you can maintain a positive and professional relationship with your customer, and increase your chances of closing the sale.

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Brian OLeary

Global Head e-Mobility & Infrastructure | Chair IPC e-Mobility Quality & Reliability Advisory Council | Host EVInSIDER
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Effective follow-up is key in converting interest into EV ownership. Offering an EV for a week-long test drive can significantly impact a potential buyer's perspective, allowing them to experience the convenience, performance, and savings firsthand. This extended interaction helps dispel doubts and showcases the EV lifestyle. Additionally, personalized follow-ups that address individual concerns, virtual EV technology tours, Q&A sessions, and sharing success stories from current EV owners can further engage and reassure. Creative follow-up strategies not only make the experience memorable but also demonstrate the practical and environmental benefits of switching to an electric vehicle, encouraging a positive decision.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mauricio López

Gerente Técnico en Prodires
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No veo nada del servicio post venta.....de la certeza que al adquirir una nueva tecnología y tener algún problema no caer en un limbo interminable

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How can you effectively present the benefits of hybrid and electric vehicles?

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3

4

5

6

1 Know your product

2 Know your customer

3 Show and tell

4 Handle objections

5 Follow up

6 Here’s what else to consider

Automotive Sales

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How can you effectively present the benefits of hybrid and electric vehicles?

1

2

3

4

5

6

1 Know your product

2 Know your customer

3 Show and tell

4 Handle objections

5 Follow up

6 Here’s what else to consider

Automotive Sales

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