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26Th November 2018

Russian dealership like 1,2,3: one trainee, two cars, three unforgettable days

To be a Trainee at ŠKODA is unique – once a year you go to explore ŠKODA partner showrooms in importing countries. The placement lasts for three days and helps you discover processes running at the dealer’s side (this “black box” where cars disappear and money appears!). Also you can talk to real customers, understand their needs and motivation and become simply more clever in automotive.

An occasion to pick up a dealer in Russia does not happen every day, so I quickly chose Europa Auto. It is the biggest dealer in Ural region known for high professionalism in my home city – Ekaterinburg. No surprise that my own family became happy customers of this dealer twice: RAPID for the grandpa, YETI for my dad. It was especially interesting to learn where ŠKODA met its clients I know ‘relatively’ well. So I booked my flights and went for it!

My first day started at the Sales. I looked at the figures and learnt about customer decision-making. Then I came into the ‘field’ and observed the VW GROUP Sales standards in practice, in all stages from greeting clients to the vehicle handover. I even went to a test-drive with a real customer! The best part, of course, is to see people’s eyes shining when they sit inside their newly purchased car and explore its beautiful features.

The day two passed at After-sales. I got surprised about a unique initiative. A highly professional technician was handling all incoming technical maintenance calls, so all clients were convinced to buy original spare parts with a solid trust towards the dealer. As simple as clever!

Lastly, I studied the marketing, communications and client relations of the dealer. They address questions like “how to make customers come to our particular dealership and win over competition” and “how to maintain current clients and make new ones efficiently”.

To make a Russian buy a car, it has to not only conquer his heart, but also convince his critical rationale. Extreme weathers, sometimes ‘challenging’ roads, as well as “my car should be nicer than the neighbors’ one” rule put high demands on the market, which ŠKODA meets perfectly with all it can offer: great value for money, crystalline design, attractive financial incentives, safety features you trust and simply clever details which make you feel cared of. In simple words, ŠKODA cars are something Russian citizens rely on and enjoy.

Before I joined the company, my mum always told me how much she was impressed with the professionalism of the ŠKODA Sales guy during the car purchase.

I hoped that at ŠKODA I would not be doing worse than “that genius who knew all the configurations and prices by heart”. However, could I expect that one day I would admire his talent side by side and learn from his ultimate vehicle presentation tricks?

Apparently, for a #skodatrainee even unexpected things become possible.

Join us! Registration is open until 31. 1. 2018.

Sergey Khmelinin, Trainee – DigiLab

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