As America’s largest automotive dealer, with over 20,000 Sales Associates, AutoNation found itself facing a common organizational struggle—too much content, too many people to train, too little time for training! Although they had already put some process and tool training online, AutoNation needed a more effective and efficient way to train advanced sales skills. They needed a method that was scalable, repeatable and minimized the amount of time spent away from the sales door. A blended learning approach with spaced repetition seemed ideal.
With a solid understanding of the behavior and performance AutoNation sought to improve, we focused on conversations with subject matter experts, recent learners, supervisors of new hires, and project stakeholders.
The goal was to place salespeople in scenarios that mimic real-world events and to allow them to take risks in a safe environment. By witnessing the consequences of a chosen behavior, learners see how the decisions they make lead to a particular outcome. By making better decisions in the e-learning course, learners have the simulated experience of better consequences (closed sales, happier managers, increased customer satisfaction). Realistic scenarios allow learners to see how changing their behavior can lead to better performance– and therefore better commissions.
Construction of interactions within the e-learning course was guided by Allen Interactions’ Context, Challenge, Activity, Feedback (CCAF) Design Model.
AutoNation followed the performance of 100 newly hired Sales Associates for 6 months.
Allen Interactions created an extremely engaging, interactive sales process course, with complex interactions between sales associates and customers. This pilot program resulted in a 22% increase in productivity, equating out to a nearly $3,000 incremental increase in per vehicle sales. The ROI from this learning initiative is over $10 million in additional annual profit.
- Kenneth Gregson, Director Variable Operations Learning & Performance, AutoNation
Increasing Sales Retention and Productivity
HTML5 (Flash Conversion)