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Automotive Dealer Consultative Selling

Automotive Dealer Marketing Partner

Inspiring Behavior Change through Gamification

Business and learning leaders at this internal digital marketing division recognized the critical need to develop an entirely new training strategy to transform the culture and practices of their automotive dealers from “Order Takers” to Consultative Advisors.”

Mosaic designed a comprehensive program that combined a unique blend of learning platforms, delivery modalities, and data-tracking methods to support a multifaceted and immersive training experience. We incorporated a gaming platform throughout each aspect of the learning program to inspire, reinforce, and monitor significant behavioral change. The platform includes a web-based leaderboard that tracks and displays each learner’s scores, recognition badges, and certification achievements as they progress from novice to proficiency to mastery.

Simulating Consultative Selling Scenarios

As an extension of the integrated gaming platform, Mosaic developed an experiential online 3D environment replicating a standard automotive dealership with various interactive and interchangeable avatars throughout the facilities. Each avatar represents the multiple sales, finance, and service roles participants regularly interact with to perform their responsibilities.

The two primary objectives of the game include:

  • Practicing Soft Skills: Utilizing advanced decision-treeing technologies, participants virtually engage in dialogues with various dealership representatives in randomly generated scenario simulations to practice the product knowledge and consultative selling skills they have learned.
  • Assessment and Certification: After completing a minimum number of practice sessions on each product and service offering at varying levels of complexity, participants are assessed within the environment to achieve certification and move on to the next progression level.

To sustain an active scenario library, experienced sales professionals that maintain mastery-level certifications are selected to create new scenarios within the simulation administration site.