Honda Future Sales Programme
Navigating Change: Honda UK’s Retailer Training for Future Sales
Honda UK is an established automotive manufacturer, selling vehicles in the UK since 1966. Honda was transitioning to a new Direct-to-Consumer sales model, introducing new systems and moving to a non-genuine agency model which began with the launch of its first fully electric SUV, the e:Ny1. This represented a major shift for both Honda and its Retailer network, demanding training, support, and operational transformation.
Strive Group began working with Honda UK in mid-2023 to support the rollout of its Future Sales Programme, a transformative shift towards a direct-to-consumer model powered by Salesforce. Our involvement started with a nationwide training programme that introduced the new sales process and lead management systems to over 650 Retailer staff. Delivered through two interactive webinar modules, this initial phase received strong feedback, with an average training evaluation score of 8.6 out of 10.
To ensure a smooth transition to the new system, we followed this with Hypercare support, offering phone and email assistance to Retailers as they began working with Salesforce in live environments. This personalised support helped resolve issues quickly and reinforced confidence in the new approach.
Recognising the unique challenges of selling electric vehicles, Honda asked Strive Group to develop specialist training focused on consultative EV sales. In September 2023, we delivered a series of sessions covering key topics such as charging infrastructure, battery technology, range anxiety, and sustainability. The content was delivered both in-person and via webinar, reaching over 700 participants and achieving evaluation scores of 9.5 and 9.2 respectively.
As the e:Ny1 launch approached, we worked closely with Honda to create realistic, scenario-based training experiences that reflected the full customer journey. In April 2024, we ran two sets of face-to-face sessions for 240 delegates, using a Salesforce sandbox environment to simulate everything from initial interest to final handover. These immersive learning experiences were among our highest rated, with an average score of 9.6 across both in-person and webinar formats.
In parallel, Honda also identified a need to enhance its online retail capability. Drawing on our extensive experience in the automotive sector, we helped launch the Honda Sales Centre in April 2024. A dedicated digital sales team offering support via phone and email, and working closely with the Retailer network to ensure a seamless omnichannel experience for customers transacting online.
Later in 2024, we supported the addition of the HR-V model to the Future Sales Programme by developing a comprehensive suite of eLearning modules. These featured interactive activities, explainer videos, and knowledge checks to ensure effective knowledge transfer. Over 600 Retailer staff completed the eLearning, supported by a series of update webinars that reached a further 600 attendees. Our Hypercare support continued throughout, with dedicated teams providing targeted on-site visits and responsive system support to maintain momentum and engagement across the Retailer network.
The launch of Honda’s Future Sales Programme in April 2024 marked a major milestone in the company’s direct-to-consumer strategy. All sales of the e:Ny1 and HR-V models are now successfully processed through the new Salesforce system, with both the Honda Sales Centre and the Retailer network fully integrated into the customer journey.
Retailer teams across the UK are confidently navigating the new processes thanks to a phased, structured training approach and ongoing support.
The result is a seamless omnichannel sales experience that blends in-person expertise with digital convenience, positioning Honda at the forefront of innovation in the automotive retail landscape.
“Partnering with Strive Group has been instrumental in the successful rollout of our Future Sales Programme. Their expertise in automotive retail transformation, combined with their structured and engaging training approach, ensured that our Retailer network was well-prepared to transition to our new direct-to-consumer sales model.
From the launch of our Future Sales Programme and initial Salesforce lead management training, through to comprehensive programme developments, Strive Group have delivered high-quality, interactive learning experiences that have resulted in outstanding feedback from our teams. Their dedicated Hypercare support was invaluable in helping Retailers navigate the new system, fostering confidence and smooth adoption. Thanks to their continued support and training, our Retailers are fully equipped to drive success in this new sales landscape.
We highly recommend Strive Group to any organisation looking for a knowledgeable, effective, and results-driven training partner”