Maruti aims to enhance sales experience for customers

India's largest car maker - Maruti Suzuki, is taking steps to build a premium brand image in India. Earlier it was reported, that the company would be investing Rs.1000 crores to set up 'Brand Centres' at several upmarket locations across India to showcase its new products and technology. This time around, The Times of India has reported that the company would be upgrading its sales force to offer buyers a premium sales experience.

Maruti Suzuki is looking to recruit sales personnel from the hospitality industry such as five star hotels and also from other luxury brands; as well as hire employees specialising in soft skills; with a plan to develop a core team of 1800 sales staff to begin operations across 20 cities.

The company's previous premium offerings - Baleno, SX4, Kizashi and Grand Vitara were not well accepted in India due to the company's image of being a 'value for money' car provider. The launch of the Ciaz is around the corner and Maruti Suzuki doesn't want this perception to hamper the sales of this brand new sedan, which will go head to head against the Honda City and Hyundai Verna.

The company believes that the customers purchasing premium products have different expectations while making their buying decisions, hence, Maruti Suzuki is taking steps to enhance the customer sales experience. The sales personnel will be provided training for behaviour and soft skills; and wear uniforms including jackets. The sales staff will offer door-step test drives and product demonstrations and also carry tablets to improve the demo experience. These augmented services are expected to change the perception of the company and build the premium quotient of the brand.