A handbook for Auto Dealers in Indian Car Market.

1. Case in Hand:
XYZ company would like you to think creatively and come up with solutions (tools – paper-based,
electronic, etc) that dealership sales personnel can use to sell the range effectively and minimize
cannibalization. The current dealership sales personnel strength is ~3,000 persons, and the solution
should not be prohibitively expensive in terms of its design and execution. The total budget available
to you is INR 50 lac.
You may want to explain your thought process and concept by way of a PowerPoint, sketches,
note…whatever works for you.
Indian Automobile Industry
Indian is emerging as one of the world’s fastest growing passenger car markets. The passenger cars
contribute 80% of total automobile sales in India. There is a tremendous potential as no. of passenger
cars stood at 11 per 1000 people in 2010.
The passenger Car Industry in India is segmented into six segments from A1 to A6 depending on the
length of car. This classification is done by SIAM, the Society of Indian Automobiles Manufacturers:-
1. A1 (Mini) <3.4m
2. A2 (Compact) < 3.4 to 4.0m
3. A3 (Mid Size) < 4.0 to 4.5m
4. A4 (Executive) < 4.5 to 4.7m
5. A5 (Premium) < 4.7 to 5.0m
6. A6 (Luxury)> 5.0m
The Indian automobile Industry is unique in the sense that A2 segment comprises of majority of sales
(65%- 75%) in India and therefore one can see a large no. of product launches in this segment. This also
translates into higher competition in this segment.
Salesperson & Consumer Decision Making Process
The intense competition in the Industry has forced Automobile companies to offer choices in Compact
Car segment. The platter of choices and marketing clutter has confused consumer to a great extent. The
purchase of a product like a car is a big ticket and hence customers minimize the risk by seeking more
information on the internet, purchasing by brand image and feedback.
The choices and marketing clutter has made buying a car decision- a complex decision. Therefore,
Customer education by Automobiles Industry is a vital step in creating a win-win situation and
salesperson has a greater role to play in this process.

2. In the majority of cases, Salesperson acts as the one who provides valuable advice on the basis of his
experience and knowledge. He is also responsible for clearing any doubts that a consumer has on the
offerings of the product. I always believe that a confident Salesperson is more nearer to closing a deal
than anyone.
In order to transform a salesperson into a confident salesperson, he must be exposed to:-
1. Product Knowledge (Features, Advantages and Benefits of offerings, USP’s, Competitive Landscape
etc)
2. Customer Knowledge- Understanding the needs (Implicit and Explicit)
3. Customer Relationship Management (CRM)- Proactive Approach
Sales person should be confident on these three parameters to convert a prospect into potential sales.
Taking into consideration of IMI products and offerings, I have tried to create tools, that can map each
of these aspects and help in imparting right knowledge to Salesperson.
1. Product Knowledge
For Product Knowledge, IMI team can impart knowledge in the following ways:-
1. Pocket handbook:- A pocket handbook containing all the features, characteristics etc of car model for
each Salesperson. An online version is also available so that they can download on their mobiles.
A sample of pocket handbook is as shown below:-
S. No. Car Model--> Maruti Alto Maruti Wagon Maruti Ritz Expected
Model- Say Max
1 Characteristics Small & Stylish, Practical, Spacious A Large
Economical Latest Hatchback, Safe Hatchback
Technology etc Styling
2 Global Model Yes No No Yes
3 Current Sales 500 5000 3000 Yet to be
Launched
4 Engine Petrol/CNG Petrol/Diesel Petrol/Diesel Petrol/Diesel
5 Petrol Sales NA 1500 NA NA
6 Diesel Sales NA 3500 NA NA
7 Variants L,Q, X L,Q, X L,Q, X L,Q, X

3. 8 Competition Eon, spark Hyundai I10, Ford Figo, Honda Jazz
9 Additional Fresh Model has Received Acclaim
Information just been for Cutting Edge
launched Technology&
Features
10 Target Segment Economical; Stylish, Young Mature High Class, Age
Characteristics First Time Car Professionals, Professionals group( 25-45)
Buyer; New Economical, Lives and Young
Couple; Age in a City, Family ; Like
Group (25- Appreciate going on Parties
35) years Technology; May and need a
be Second time Spacious Car;
Buyer; Age Age group (25-
Group (25-40) 40)
11 Broad Priorities 1. Price 2. Fuel 1. Price 2. Brand 1. Brand 1. Looks 2.Brand
in terms of Consumption 3. Reputation Reputation 2. Reputation3.
Importance Brand 3.Fuel Price 3.Looks 4. Price 4.
(Highest--> Reputation 4. Consumption4. Fuel Comfort
Lowest) Dealer Dealer Consumption
Satisfaction Satisfaction
12 Typical Customer
Additional characteristics can be added to make it more comprehensive. At the same time, it should be
lighter and easy to carry along for a salesperson.
2. Interactive Mobile Tool: - IMI marketing Team can create a database of (Features, Advantages and
Benefits), USP and updated features on each model of car and can send this information across each
salesperson via messages on their mobiles.

4. At the end of week, a quiz can be send across email and first 10 entries from sales personnel can get a
gift voucher. This helps in Internal branding as well as building a strong network with dealers.
An extended version of this tool is the IMI training application which can be downloaded into
salesperson’s mobile .This application can act as a guide and resource for personal schedules, targets,
presentation slides, Market Intelligence etc.
Salesperson can send their feedback on various model’s features as well as share Customer’s feedback.
Over a period of time, this database can be analyzed for newer product development
2. Customer Knowledge:-
A salesperson’s efficiency is determined by his spontaneity and confidence in selling the products and
therefore selling the right product to the right customer is very important. An ideal salesperson should
understand the implicit as well as explicit needs of a customer. One can devise methods to understand
the explicit needs but implicit needs can be understood only by attaining experience and knowledge. In
order to understand Customer’s needs, we can devise a Questionnaire (Know your Car), this
Questionnaire would be available in two formats:-
1. Online Questionnaire:- This Questionnaire can be filled on IMI website. Any Customer who will fill this
form would be given an incentive of an assigned salesperson during his visit to the dealer’s showroom.
In addition, he can apply for test drive as well and confirmation email would be sent to his registered
email
2. Offline Questionnaire:- This Questionnaire is either filled by Sales representative or Customer during
his visits to the Dealers.
Sample Questionnaire is as shown below:-

5. Q1. Do you own a car?
a) Yes b) No
Q2. How much do you want to spend? (in Lacs)
1. 2- 4 2. 4- 6 3. 6- 8 4. More than 8
5. Haven’t decided yet
Q3. What is the reason for buying a car?
1. Commuting to and from office?
2. A car for the family to go out on weekends?
3. For the purpose of regular business travel-4.To get adrenaline boosts?
4. College going child?
5. A spare car for emergencies?
6. Others, please specify
Q4. How many miles are you expecting to drive every day? (in KM )
1. 0- 5 2. 5- 10 3. 10- 20 4. Greater than 20
Q5. Is Global reputation of a car important to you?
1. Yes 2. No 3. Can’t Say
Q6. Which of these features is must for your car?
1. Performance. 2. Trendy. 3. Spacious. 4. Economical.
Q7. What is your marital Status?
1. Single 2. Young Married. 3. Married with Children at home. 4. Matured Married.
5. Can’t Say
Q8. Where do you live?
1. Metro 2. Tier 2-3 City 3. Town 4. Village
Q9. Who is usually going to ride with you?
1. Friends. 2. Wife 3. Kids 4. Others
Q10. Which Car Engine would you like to prefer?
1. Diesel 2. Petrol 3. CNG 4. Not decided yet.

6. Q11. Divide 100 points into Price, Brand, Fuel Consumption, and Style in the order of your priority?
1. Price …………
2. Brand…………
3. Fuel Consumption……….
4. Style…………..
Q12. Divide 100 points into Economical, Performance, Safety, and Spacious in the order of your
priority?
1. Economical……….
2. Performance…………
3. Safety……………
4. Spacious…………….
Q12. What are the things that you want to change in your existing car?
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3. Customer Relationship Management( CRM)= Increasing Customer Lifetime
Value
For a purchase of high involvement product such as Car, Customer feedback or Word of Mouth is very
important. A positive word of mouth can only be generated by maintaining an iterative relationship with
existing customers rather than a transactional relationship.
Therefore, I suggest IMI management to install a Centralized CRM Software, which is suitable to
maintain all the record of Customer. CRM software will act as one in all digital tool like Swiss Army Knife.
The CRM can help IMI Management as well as auto dealers in lead generation, Sales funnel, Campaign
Management, Sales person performance, Customer Satisfaction Surveys etc. The idea of having a CRM is
to promote accountability, Visibility in operations and keep your automotive customers.
Another aspect which can be accomplished using CRM is Customer Education. A weekly updates can be
send from Marketing Team of IMI to Customers. The updates can include information on next service
check-up, Current Industry trends, promotions and discounts.
The ultimate purpose of CRM Software is to maintain a profitable relationship with the existing
customers.

7. Happy Selling 