Mémoire-projet

Abstract

The aim of this thesis is to study how we can improve the sales process of the company LLorens and to determine which actions the company can put in place to attract more prospects to the car showrooms. As you know, the Belgian automotive sector is currently undergoing a revolution. Indeed, the sector is affected by the shortage of semiconductors, by the evolution of the electric vehicle market, by the arrival of innovative services and by digitalisation... All these evolutions lead to important disruptions on the new vehicle market, which in turn leads to an important increase in prices on the second-hand vehicle market. Furthermore, in an age of digitalization, consumers are changing their buying behavior by increasingly obtaining information digitally before entering a car showroom. This is why it is essential to review the company's sales process to adapt to the new consumer buying process. It is also important to innovate the actions implemented to attract new prospects. To address this issue, this study focuses on the links between the theory of sales process and what the company actually does. We will also investigate whether the use of inbound marketing is crucial to attracting prospects to car showrooms. The data used was collected through surveys of managers who play a role in the implementation of the sales process at LLorens. Respondents were asked to share their personal views on the subject and their professional experiences. We also asked them to evaluate several elements that they put into their dealership. The results were reviewed and summarized. The results showed that digital plays an important role in the company's communication to attract new prospects but that what really makes the difference, even today, is the human side of a car dealership and the sales team. Active listening and a properly conducted needs analysis where the consumer feels listened to and important is paramount to increasing the conversion rate from prospect to customer.