EV Study: When Product Knowledge Fails, So Does Trust

Trust Lost, Sales Lost: EV Data Reveals a Critical Knowledge Gap

Trust and transparency are the top two reasons customers choose to buy or walk away. And when it comes to EV sales, the latest data shows we’re falling short.

A recent analysis of a segment of Maritz Lead Response Analysis customers uncovered a troubling trend:
41% of dealers failed to answer a question about an EV on their lot by a web lead - not because the questions were difficult, but because reps didn’t have the right product knowledge. These failures came from:

• Giving incorrect answers
• Saying “I’ll get back to you” and abandoning the lead
• Redirecting customers to another department that abandoned the lead - or worse, referring the customer to "Google it"

The Bottom Line: Product Knowledge Isn’t Optional - It’s Essential

A bad customer experience is the #1 reason customers don’t return. And when your team can’t confidently answer questions, trust erodes - and so does the sale.

Struggling with product knowledge gaps that cost you sales? See how Internet Sales Coach helps your team answer with confidence - every time.