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Nissan Titan and Armada Launch Event
Challenge:
Introduce full-size vehicles into a skeptical, brand-loyal market
Every launch brings tricky details, and each has the potential to require plenty of aspirin. But when Nissan North America decided to enter the full-size market with Titan and Armada, it also brought tremendous risk.
American truck buyers are a special breed. They know their own trucks, and the competition. They’re extremely brand loyal — and highly skeptical of Japanese manufacturers.
Goal:
Transform sales consultants into unflinching, knowledgeable truck “experts”
Truck buyers can “smell fear” — and phonies. If a sales consultant lacks basic answers, or provides bad information, it could easily cost the sale and alienate the buyer forever.
These buyers tend to shop for months, researching, asking questions, returning, and contemplating, which creates a long sales cycle. We needed to prepare sales consultants to make their truck talk walk, and equip them for the long haul with a unique buyer.
Solution:
The year of living trucks
After rolling up our sleeves and putting on our full-size hats, we participated in planning the launch approach and instructional design. We wrote self-study courses and certification, and helped create the live training, which included a ride-and-drive. The training program took place throughout the year preceding Titan and Armada’s arrival.
In addition to the training, we wrote magazine articles targeted for sales, parts, and service audiences. The print materials reinforced the training and created excitement for these massive newcomers.
Getting truck managers in tow. Our client’s first objective was to develop truck managers who would act as the dealerships’ resident truck expert. These go-to people received comprehensive training, enabling them to help train sales consultants and handle difficult questions buyers might have.
To get dealerships up to speed, we developed Full-size Fundamentals for Truck Managers. The training involved a self-study course, which ultimately led to certification.
We helped create a one-day Truck Manager Pre-Launch Workshop. The instructor-led training covered key features and benefits of Titan and Armada, and took participants through dynamic demonstrations and competitive comparisons. Truck managers from all over the country also learned about full-size buyers, including their demographic profiles, sensibilities, needs, and expectations.
Hauling in the sales consultants. Once the truck managers were comfortably talking towing, hitches, and hauling, it was time to train the sales consultants. With just a few months before launch, they attended a training meeting hosted by the truck manager. Training materials were provided in a “Truck 101” basics kit.
Trucking it on the road. With Armada and Titan both rolling out at about the same time, live launch training was conducted from September to December. We helped facilitate train-the-trainer events and delivered the materials. It was show time.
And they sold happily ever after
Each of these programs successfully trained more than 7,000 sales consultants nationwide. The training covered key vehicle advantages, competitors, and new buyers.
To accomplish this, we helped plan, write, create, and deliver the following:
- Programs
- Truck manager self-study course
- Truck manager certification test
- One-day live training for truck managers
- Pre-launch meeting materials for sales consultants
- Train-the-trainer events
- One-day live launch event for Titan (32 cities)
- Half-day in-dealership training for Armada (400 dealerships)
- Materials
- SalesTalk and insync magazine articles
- SalesTalk Special Edition
- 2004 Titan Product Guide
- 2004 Armada Product Guide
- Titan Pocket Guide
- Armada Pocket Guide
- Facilitator guide for truck manager workshop
- Titan launch training facilitator guide
- Armada in-dealership training facilitator guide
- Participant workbooks
- Titan truck manager training
- Titan launch training
- Armada in-dealership training
    
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