GM dealer salespeople key to pitching 4G LTE feature in new models

Article by Christian Andrei, on July 8, 2014

General Motors has commenced offering 4G LTE high-speed Internet connectivity across most of its vehicles this summer. To better pitch the technology to customers, GM dealers have to rely on their own salespersons. Joel Bell is a certified technology expert at James Wood Autopark in Decatur, Texas.

His role does not only entail training sales staff on the technical guts of the 4G platform, but also involves teaching them to pitch the technology feature to customers.

He remarked that such feature should be well pitched to people who want to stay connected. The offer will be the industry's broadest deployment of embedded 4G LTE technology, which will be delivered via OnStar.

The only other carmaker offering 4G service was Audi on the A3 sedan. Terry Inch, OnStar's chief executive officer, remarked that the role of the dealership salesperson is key to GM using the feature as a competitive differentiator against rivals.

He added that are being urged to plug 4G in their sales pitches instead of cramming it into the car-delivery process. Inch said that they want those already have the relationship with customers to be the subject matter experts.

GM estimates that around 50,000 employees from 4,300 dealerships underwent online training to help customers pair devices and to preach the advantages of a fast, built-in connection.

The technology's main feature is a Wi-Fi hot spot that can be paired up to seven wireless devices. Inch said that establishing the 4G connection is simple, similar to pairing a phone or tablet with a Wi-Fi connection at home.

He added that sales personnel must be ready to answer questions on which monthly subscription plan would be suitable for a customer. Plans range between $5 and $200.

Topics: gm

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