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“Being in the spotlight was definitely a
big change from talking to customers over
the phone,”says Jennifer Harb, Customer
Relations Representative, who captured first-
place.“It was a great experience that will
make taking calls about the new Camry
easy,because I won’t have to run to pull
information from our technical resources. I
know the specifications. I can use Toyota’s
six-point walk-around format to explain the
interior and exterior dynamics.Plus, I can
relate my own experiences from driving the
Camry and the features that are my person-
al favorites,which will help drive customers
to the dealerships.”
Like her fellow contestants, Harb says she
concentrated on the IANA™ (Identification,
Assessment,Negotiation and Action) skills
that all Customer Relations Representatives
constantly use in order to gather informa-
tion from customers. For purposes of the
competition,IANA enabled the presenters
to identify the demographics of their “cus-
tomer”in order to sell the most appropriate
of the 2002 Camry’s three model grades.
“My ‘customer’was a young, upwardly
mobile professional woman,”says second-
place winner Elizabeth Galindo, Customer
Relations Representative.“I probed to identify
that she was looking for something youthful
and sporty.At the same time, my customer
wanted a car to transport her clients com-
fortably and safely,so I highlighted the fea-
tures and benefits of the new SE grade.Plus, I
explained Toyota’s quality and safety focus.
“It definitely put the sales associate’s job in
perspective,”continues Galindo.“Being able
to call up all the information and selling the
right features to the right person isn’t easy. I
also feel very proud to work for Toyota where
the technical people and engineers work so
hard to provide what the customer wants.”
Third-place winner,Susan Farr,Customer
Relations Representative, agrees:“I was
impressed with the off-switch for the Daytime
Running Lights. Prior models,which did not
offer the flexibility of turning off the Daytime
Running Lights,were found to irritate our cus-
tomers for some time.Another excellent sell-
ing feature for my ‘customer’was the multi-
stage deployment air bag. She was short in
stature,so I explained how the multi-stage
deployment offered her better protection.
“The competition was a little nerve-rack-
ing because I had never sold a car before or
given a presentation that was videotaped,”
says Farr.“But I just concentrated on finding
out what my customer was looking for,then
mentally shuffled through all the informa-
tion I’d learned to emphasize what would
best sell her on the Camry. I especially felt it
was important to provide the type of infor-
mation she couldn’t find in the brochure or
on the Internet.
“The great thing about these events,”Farr
continues,“is how it improves our ability to
inform customers and direct them to deal-
erships. Another valuable benefit of walk-
around competitions is that different team
members compete each time so each of our
teams now has an expert on Prius, Sequoia
and Camry.We’ll soon have a Matrix expert
as well because a different team member
will go to the next competition.”
As an extra bonus, the competition fea-
tured the new Camry commercials between
presentations.“It was a tremendous learn-
ing opportunity for our department,”says
Farrington,“and we owe a big thanks to the
corporate managers as well as the Lexus Call
Center associates who filled in for us so
everyone could attend.”
All contestants received a framed photo
and certificate, along with a video of their
presentation.The top three finishers were
presented with attaché cases and a week-
end rental car of their choice.“But, in a
sense, everyone wins,” says Farrington,
“because it educates the participants as well
as the audience and creates a great deal of
enthusiasm for the vehicle.The excitement
of the experience is contagious and this
enthusiasm is transferred to the callers,
which eventually sends more customers into
the dealerships.
After all, Camry’s been the best-selling car
for four years running,” adds Farrington.“We
want to do all we can to help achieve num-
ber five!”
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customer relations
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hen a car as popular as the
Camry undergoes a complete
transformation and launches
with the most extensive, fully integrated
marketing effort in automotive history, con-
sumers have questions.Many questions.
Searching the Internet for information is
increasingly common,yet too impersonal for
some customers. Others prefer visiting a
Toyota dealership and having questions per-
sonally answered by a sales associate.
Another option is the Customer Assistance
Center (CAC) at Toyota Motor Sales,U.S.A.,
Inc.,Torrance, CA.The CAC has skilled cus-
tomer relations representatives ready to
answer questions,explain features,discuss
ride quality—and direct consumers to their
nearest Toyota dealership for a test-drive.
“Whenever Toyota introduces an impor-
tant new vehicle,we select 10 customer rela-
tions representatives—one from each
team—to participate in a walk-around com-
petition,”says Cynthia Farrington, Customer
Relations Team Leader.“Associates complete
intense product knowledge training, study
all the specifications and work with our
product specialists to learn about new tech-
nologies such as Variable Valve Timing with
intelligence (VVT-i).”
Most recently,the extensive training cul-
minated in the 2002 Camry Walk-around
Competition.Performed for a panel of
judges,representatives completed 20-
minute sales presentations which were
graded on content,questions asked and how
well the vehicle was detailed,including
appropriate trim level for the customer’s
needs. Contestants were specifically recruit-
ed for their intimate knowledge of the vehi-
cle. Serving as judges for the 2002 Camry
Walk-around Competition held on the TMS
campus were experts from the Vehicle
Operations Group,Public Relations, the
University of Toyota and Product Planning.
In the audience were non-competing
Customer Relations Representatives on hand
to support their teammates as they show-
cased their sales techniques.
Everyone Wins
A Walk-around Competition for the Toyota Customer Assistant Center
W
WHEN TOYOTA INTRODUCES AN IMPORTANT NEW VEHICLE,
10 CUSTOMER RELATIONS REPRESENTATIVES ARE SELECTED TO
PARTICIPATE IN A WALK-AROUND COMPETITION. ASSOCIATES
COMPLETE INTENSE PRODUCT KNOWLEDGE TRAINING, STUDY
ALL THE SPECIFICATIONS AND WORK WITH PRODUCT SPECIALISTS
TO LEARN ABOUT NEW TECHNOLOGIES.
>Six Points
Contestants highlighted the
Camry’s numerous attributes
using Toyota’s six-point walk-
around,including: Left Front—
styling, aerodynamics and
safety;Front—engine/drive-
train,ease of maintenance
and warranty; Right Side—
steering/suspension, body
construction and passenger
entry;Rear—styling, trunk
capacity and convenience;
Left Side—tires/wheels,
brakes and fuel capacity/
ratings;Interior—comfort,
layout and equipment.
>The Contestants
Jennifer Harb, Customer Relations
Representative,showcases the many
conveniences of the Camry trunk.
Elizabeth Galindo, Customer Relations
Representative,explains maintenance
and warranty to her “customer.”
Susan Farr, Customer Relations
Representative,discusses the Camry’s
sophisticated powertrain.
e