ABM_1 - Flipbook - Page 13
OPINION
ELECTRIC VEHICLES
As a business, we believe that a new
skill set is required to sell EVs, especially
as most customers will be buying one
for the first time.
We anticipate increased customer
enquiries across both new and used
EVs, and dealerships must be ready
to respond. Whether those customers
buy an EV will heavily depend on the
confidence, product knowledge and
clarity offered by the salesperson.
This is where qualifying the customer
is more important than ever. Previously,
the fuel choice of customers was
straightforward. Diesel for high mileage
users, while petrol covered most
other uses.
Selling an EV is a different proposition,
requiring an informed understanding of
customer needs.
We encourage our dealer partners to
ensure their salespeople take the time
to talk to customers about their day-today motoring requirements and address
their specific objections and challenges.
Common barriers from higher prices
and lack of off-street parking to range
anxiety and battery life can all be
addressed.
Sharing the Total Cost of Ownership
(TCO) of an EV will show the customer
whether lower fuel, servicing and Vehicle
Excise Duty (VED) costs would make an
EV more economical than a comparable
ICE model.
Customers without off-street parking
may not be aware of local authority
approved schemes for cable gullies to
be cut into pavements, enabling them to
charge outside their properties.
Many range anxiety issues can be laid
to rest by asking customers who are
able to charge at home to describe their
typical daily car usage.
Meanwhile, salespeople are in an ideal
position to make both new and used
buyers aware of the growing number
of EVs covered by eight-year battery
warranties.
In all these scenarios, a conversation
that qualifies the buyer can help them
make more informed decisions.
Some customers walking into
showrooms will be pre-qualified. They
have done all their research online and
have decided that an EV is for them.
Some might be driven by environmental
considerations or lower running costs;
→ Steve Franklin is commercial director
at Santander Consumer UK
others could be existing EV owners
wanting the latest model. Even here,
it’s important for salespeople to tailor
their conversations based on the
customer’s needs and deliver the best
possible outcomes.
However, EVs are not for everyone. So
these conversations will also identify
whether PHEV, hybrid or ICE meet the
specific needs of customers.
With the Government’s Zero Emission
Vehicle (ZEV) Mandate stipulating the
end of new ICE sales in 2030, OEMs
and dealers are targeted on achieving
increased annual EV volumes.
This means the days of some
salespeople being tempted towards
the easier option of just selling what’s
in stock are numbered. As a sector, we
must train and incentivise sales staff to
think and act differently.
This is where having good retention
processes in place can streamline
the sales process. Existing customers
should be spoken to throughout the
course of their finance agreements.
If they already have an ICE car, then
those conversations about transitioning
to an EV at the end of the contract
can start a lot earlier. It is all about
understanding their mindset and
articulating some of the solutions you,
as a dealer, can deliver.
We have worked closely with our
dealer and OEM partners to develop
and launch an all-new online training
initiative to help further equip sales
teams with the knowledge and skills
needed to sell EVs.
It is still early days, but the feedback
is that salespeople are having more
meaningful conversations with
prospective EV buyers, and we believe
that is what will help drive adoption.i
Q4 2025 AUTOMOTIVE BUSINESS
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