Some 670 staff from Kia’s dealer network went through an intensive training festival last week to hone their product knowledge and learn more of the upsell opportunities available.
AM was invited to join dealer sales executives, service advisors, general managers and master technicians on one of the Kia Product Master Class training days hosted at Rockingham Raceway in Northamptonshire.
With the circuit’s paddock area filled by Kia’s current new car range, a huge tepee housing refreshments and a DJ booth, plus dozens of enthusiastic, welcoming training staff and Kia’s Pro_Cee’d GT hot hatchback lapping the circuit, the Kia Product Master Class was a fast-paced, exciting day combining learning with fun.
Elements of the training ranged from Kia’s audio and navigation systems and accessories to practising off-road hill starts and descents using the electronic systems on Sportage and Sorento.
Delegates also learned about towing techniques and legislation, experienced electronic stability control in a Pro_Cee’d on a skid pan and stuffed boxes in the boot of various models to demonstrate load capacity.
Delegates seemed genuinely enthused by the event. One dealer group manager said it was far more upbeat and engaging than training he’d done recently with a sub-premium brand.
Another said he felt inspired to dress the showroom cars with accessories once he’d returned to the dealership.
Ian Goswell, manager of the Kia Academy, said: “We have launched so many products lately – Pro_Cee’d GT, Sorento, Carens – so we’ve invested in this to make it more engaging, supported by e-learning before they attend the event.”
Goswell said the benefits of such training are identified by mystery shops and examination of CSI results – questions can be deliberately added into them to check whether knowledge has sunk in.