Case Study: AutoNation
Project
Perform Changing e-Learning
Practice Areas
Sales skills and core competencies
Industry
Automotive
Target Audience
AutoNation Sales Associates
Real Performance Change.
Sales Menu Close Percentage
Solution Highlights
Solution uses challenging, multi-step interactions to re-deliver skillsets through improved e-learning and instructor-led curriculums.
Real-world simulations allowed learners to take risks and gain confidence in a safe environment.
Learner-centered design and innovative, blended learning approach with spaced repetition to allow for behavior change and better performance.
Award-winning course recognized by industry peers, including a Communicator Award of Distinction, a Bronze Horizon Interactive Award, and more.
SAM Agile Process and CCAF Design Methodology used to mitigate development challenges.
Need
AutoNation, America’s largest automotive dealer with over 20,000 sales associates, needed to solve the problem of too much content, too many people to train, and too little time for training. They needed a method that was scalable, repeatable, and minimized the amount of time spent away from the sales floor. AutoNation recognized that simply presenting content to the learners in an e-learning course would not lead to behavior change.
Approach
The goal was to design and develop an e-learning course to build confidence in Sales Associates. A blended learning approach with spaced repetition seemed ideal. In addition to a new method of training, solid metrics on performance improvement were included in the plan. After focused conversations among subject matter experts, recent learners, supervisors, and project stakeholders, Allen Interactions had a solid understanding of the performance challenges and the behavior and performance that needed to improve through this approach.
Solution
The course followed a blended learning approach with spaced repetition and allowed the learner to practice in a series of realistic, motivational challenges.
To align classroom training with the skills learned in the e-learning course, facilitator and participant materials were developed for an instructor-led course. Instructor-led sessions provided advanced role-plays and feedback on interpersonal and nonverbal communication skills, allowing Sales Associates to ask more insightful questions, be more active in discussions, and gain confidence to improve their skills.
Results
The blended learning program was rolled out for all new Sales Associates worldwide in multiple languages. Additional modules were added on topics such as leasing and used-vehicle sales. AutoNation saw a 22% increase in productivity leading to a 2,880 incremental increase in vehicle sales. Coupled with the outcome of higher profit per sale, an additional $10 Million in annual profit was projected.
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“We needed to improve the interpersonal skills of our Sales Associates. We had used e-learning for process and tool knowledge transfer, but taught interpersonal skills only through instructor-led training. Allen Interactions opened our eyes to a new way of thinking about e-learning, changing our perceived notions, and delivering a blended learning solution that dramatically improved our performance results.”
Ken Gregson, AutoNation
Director Variable Operations Learning & Performance