Swap car for laptop. The Sales Germany during Corona

Michael Arndt is sitting alone in front of the computer when he opens his first virtual expert conference. Just last year, the head of Volkswagen Sales Germany had gathered dozens of sales representatives in Dresden to discuss important issues. Now it’s time for a new update – but corona is thwarting the plan. “Especially in times of crisis, exchange is important in order to deal with the different situation. We need regular feedback from retailers and cannot wait until the pandemic is over,” says Arndt. The solution: an online format. Initial experiences have been so good that German sales department wants to continue using virtual events in the future. It is one of many examples that show how Volkswagen will become a more digital and at the same time more sustainable company during the pandemic.

The first virtual expert conference lasts five hours. On the agenda: sales promotion programs, used cars, new electric cars. “We discussed all the topics that we would have dealt with during a face-to-face event,” says Arndt. Many more questions are answered in small workshops.

More time for the family

The new format is not only a win for cooperation, but also for climate protection. Arndt estimates that visitors to last year’s conference in Dresden drove a total of almost 100,000 kilometers by car. Estimated CO₂ emissions: around 15 tons. In contrast, a five-hour online meeting generates only a fraction – less than 100 kilograms.

Arndt is convinced that many participants also see the virtual meetings as an improvement. “Our sales representatives are on the road a lot anyway. Many of them probably prefer to avoid business trips in order to spend more time with their families,” he says. The feedback is almost consistently positive.

Even after the end of the pandemic, Arndt intends to increasingly supplement physical encounters with digital formats. Real meetings are still important for getting to know each other personally. “But virtual conferences are unparalleled when it comes to efficiency. Instead of two days, participants invest only a few hours. Travel costs are eliminated,” he says.

Big plus for the carbon footprint

Arndt sees comparable advantages in the new sales platforms. His team also set these up during the corona period to further improve direct communication with the dealerships. The idea: From Salespersons to Managing Directors, there are regular online formats for each level, in which the most important topics are discussed. Here too, the environment benefits by avoiding car journeys. Arndt’s calculation: If 12 participants from all sales regions meet at one place in Germany, they cover about 10,000 kilometers on their way there and back with estimated CO₂ emissions of 1.5 tons. The carbon footprint of digital exchange is much better, with CO₂ emissions of just a few kilograms per meeting.

Back to the virtual expert conference: Recently, the German sales team already launched the next event. For the second event, the organizers had planned additional breaks so that participants could exchange information outside the official agenda.

Arndt assumes that his employees have acquired a taste for it and that online meetings will play an increasingly important role in the daily support of car dealerships in the future. Background: Many sales representatives cover large regions with long distances and could make their lives easier with virtual meetings. Michael Arndt: “I am convinced that in the future more and more visits to our sales partners will be digital.”