The Challenge
Hyundai Service Consultants operate in fast‑paced dealership environments with limited time for formal training. While consultative selling was already defined conceptually, there was a gap between understanding the definition and demonstrating behavior change.
Key challenges included:
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Inconsistent interpretation of consultative selling across regions and experience levels
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Limited attention span for long‑form content during training rollouts
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Need for a compelling, brand‑aligned asset that leaders could use to open conversations
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Desire to reinforce MPI‑based recommendations without sounding transactional or scripted
The Sizzle Reel
Objective
The Consultative Selling (CSS) Sizzle Reel was created as a high‑impact visual anchor for Hyundai’s consultative selling workshop initiative. The goal was to quickly communicate what consultative selling looks like in practice, why it matters to the customer experience and business outcomes, and how it aligns with Hyundai’s MPI‑based service approach.
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Rather than functioning as a traditional training video, the sizzle reel was designed to spark curiosity, build emotional buy‑in, and create a shared mental model for Service Consultants before deeper learning begins.
The sizzle reel was designed to:
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Establish a clear, shared definition of consultative selling
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Demonstrate MPI‑driven conversations in a natural, customer‑first way
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Reinforce empathy, transparency, and choice as core behaviors
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Create emotional resonance and pride in the Service Consultant role
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Serve as a flexible asset usable across in‑person, vILT, and digital learning experiences
The strategy focused on
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Real voices, real testimonials
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Behavior modeling: Service drive interactive scenarios
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Demonstrate return on investment
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Brand tone: Confident, calm, empathetic, and learner‑centric
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Modular use: Designed to stand alone or pair with workshops, facilitator‑led discussions, and follow‑on learning
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Multi-audience: Intended for both executive level, learners, and dealer managers.
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Impact
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Faster alignment on what “good” consultative selling looks like
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Higher engagement from stakeholders
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Stronger facilitator‑led discussion and reflection
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Snapshot of what consultants can expect from the workshop
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Contributed to the expansion of the program budget, audiences, locations, and workshop frequency
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Part of submission to Brandon Hall Award
Marketing Microsite
To support program awareness and drive workshop registrations, I led the concept and development of a dedicated marketing microsite for the Consultative Selling program. The microsite served as the central digital hub for the initiative, translating the program’s value into a clear, engaging narrative for dealership service professionals and leadership.
The primary goal of the site was to generate interest and enrollment while clearly communicating how consultative selling behaviors could improve parts sales performance and customer satisfaction in the service drive.
Creative Strategy
Rather than presenting the workshop as traditional training, the microsite framed the program as a business performance accelerator for service advisors. Messaging focused on real dealership outcomes — increased parts sales, stronger customer relationships, and improved service drive communication.
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The site experience was designed around three core storytelling pillars:
1. The Opportunity
A concise explanation of the revenue potential that exists within everyday service interactions.
2. The Approach
An overview of the workshop experience, highlighting hands-on learning activities, real dealership scenarios, and peer collaboration.
3. The Impact
Early performance indicators and testimonials that demonstrated the program’s real-world value.
Experience Design
The microsite was intentionally designed to be mobile-friendly, recognizing that many service professionals access content on their phones during the workday. The layout prioritized quick scanning, clear calls-to-action, and visual storytelling through program imagery and workshop highlights.
Key features included:
Clear workshop registration pathways
A simplified breakdown of program objectives
Visual previews of the interactive learning experience
The result was a streamlined experience that reduced friction between initial awareness and workshop enrollment.
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