NHAA Supplier Programs provide comprehensive training and consulting to automotive service suppliers looking to penetrate the rapidly growing Hispanic consumer market. Our programs are designed to help partners engage hard to reach Hispanic consumers on their own terms and to make sure their personnel and processes are consistent with the way Hispanic consumers evaluate and buy products and services for their cars.
Financing, insurance, warranties and other specialized services are central to the car buying process, and the NHAA’s training programs are designed to help suppliers connect with Hispanic consumers and create relationships shaped by a deeper understanding of their service purchasing strategies. Our programs are based on a combination of detailed ‘cultural engagement audits’ of existing sales and support models and comprehensive training programs designed to help suppliers engage this critical market:
Cultural Engagement Audit– Cultural Engagement Audits are based on detailed research conducted by the NHAA into Hispanic consumer car buying strategies. NHAA specialists work with service providers to analyze existing sales, finance and support resources with associated operational processes. The results of the audit are used to generate reports with specific recommendations for changes required to address the needs and preferences of Hispanic consumers.
Training Programs – Based on the results of the audit report the NHAA provides detailed on-site & on-line training to suppliers staff with a focus on sales and support organizations. Training modules are tailored for suppliers to address issues in communications, pricing, and other aspects of the sales and support processes employed by the service supplier. Training modules are based on test and learn methods and can be used to certify supplier staff if desired.
Supplier Advisory Board– Through the Supplier Advisory Board, the NHAA has created, participating suppliers have access to all research conducted by the NHAA and a voice in ongoing training development programs. The board meets on a regular basis and help the NHAA’s leadership create and refine dealer training programs that increase sales and engagement with the Hispanic community..