Bridging the knowledge gap: educating your sales team on EVs

With the big March plate-change coming up, franchised retailers are gearing up to meet their sales targets – not just for the month, but for all Q1. A big part of the Q1 strategy? Boosting electric vehicle (EV) sales.

Looking back at EV sales in 2024, there are plenty of insights to shape this approach. We know that sales were powered by corporate fleet and leasing, accounting for almost 20% of all registrations, up by a fifth, but still falling short of the ZEV mandate target of 22% with retailers accounting for just one in 10 EV sales.

With this year’s target raised to 28%, retailers will undoubtedly be facing the challenge of how to double their EV sales in a retail market where consumers are still nervous about making the transition.

How to stimulate EV sales?

OEM incentives played a pivotal role in powering 2024’s EV market, and this year’s access to surplus stock will continue to determine just how aggressive quarterly programmes are set, especially around maximising registrations by the end of March. While such programmes can stimulate demand and boost registrations, they are not sustainable. Smarter longer-term thinking is needed to build a more natural demand for new EVs.

My thought is that can only start with greater education. OEMs and retailers need to show a clearer understanding of the challenges faced by consumers, many of whom will be buying an EV for the first time.

This is where a more consultative approach could be beneficial. Salespeople need to be encouraged to take the time to understand the day-to-day motoring requirements of the individual customer they are talking to. The qualification conversations should not only focus on the potential buyer’s stage in the purchase process, but they can also ascertain their knowledge level of EVs in general. Some example conversation starters – will they have access to home charging, what is driving them to consider an EV or what are their typical journeys. By qualifying the customer, they can then provide tailored information about the vehicle and EVs ownership.

Retailers are ideally placed to position themselves as EV experts and many do this brilliantly. The best performers have identified the knowledge gap and invested in staff training to deliver a more consultative approach whilst ensuring their teams understand the different models and packages available. Sales teams can then direct the buyer to the best option for their specific need and answer all their questions with confidence.

The ZEV mandate is here to stay! Could this provide an opportunity for retailers to get the basics right and ensure a more consistent and empathetic approach to EV sales? Whilst it is often seen as a challenge to meet the requirements it also presents an opportunity for retailers to stand out through a customer-centric, educational approach.

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