Nissan Rogue Launch

Challenge:
Align with a larger lineup and a new market

Smaller than an SUV. Larger than a sedan. A limited amount of time and a big entry into a new market — small crossover vehicles. The 2007 Rogue launch brought the usual challenges of getting sales consultants up to speed with a new vehicle, along with learning about a new market, handling new buyers, and understanding Rogue's place in the Nissan lineup.

The sales consultants were excited to welcome a new vehicle into the lineup. More vehicles mean more sales to them — assuming they understand what Rogue represents and how to sell it effectively.

Solution:
A tour-de-force tour

After developing half-day training sessions with classroom and dynamic modules, we trained the trainers. From there, the Rogue team ventured out on a 25-city tour to train 7,000 sales consultants. The events spanned roughly 10 weeks.

A Rogue among us

One of the first objectives was to educate sales consultants on the intimacies of the crossover market and how Rogue fits into the Nissan lineup. The vehicle is smaller than Murano and less expensive, so Rogue buyers were not likely to be Murano prospects. Instead, they were more likely to be conquest sales, coming from the competition. To place the vehicle in perspective, we brought along primary competitors Honda CR-V and Toyota RAV4 for dynamic discovery and learning activities.

Keeping the love alive

For training to be effective, it must be engaging. All activities in the Rogue launch were designed to keep the sales consultants interested, active participants. The sessions proved to have the right balance of information and energy, with plenty of activities to reinforce key points. For the Rogue launch, we developed:

• Train-the-Trainer events
• Half-day training sessions (delivered to 7,000 sales consultants in 25 cities)
• Facilitator Guide
• Participant Workbook

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