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The Growing Need for Auto Sales Training Outside Of the Dealership
By Patricia Jones
Auto sales training is definitely a constant need in any successful dealership, and one that you will find many dealerships not implementing properly because of lack of time. In today's day and age, having a sharp and well trained staff is no longer a luxury; it's an absolute necessity.
Car dealerships today are faced with the fact that the traditional sales training programs are "not cutting it." These courses that they have been putting their staff through are not keeping pace with the technological advancements that are coming to the market on a daily basis. Think about it like this: One "X" brand dealership has a well trained staff; one that has a well organized sales training program which every single staff member completes. They train their staff the "steps-to-the-sale" and how to properly deal with prospects, customers and some advanced skills in relationship building.
Conversely, a competitor on the other side of the city realizes that they need to stay up with the advancements in technology that seem to take place daily. They have integrated their sales training program with a few external trainers, so now this staff is being trained in some amazing new ways. They
all individually have their own web sites…a blog…and a PDA.
They are taught how to develop a relationship with their prospects and customers in a way that the dealership ultimately benefits from 10 fold. The sales staff, through the sales training program, is now able to engage and utilize technology; while the dealership management has leveraged the relationships of these staff members to ultimately grow the bottom line dramatically.
Which of these two dealerships would you want to be?
I think that the choice is clear, as well as imperative. You see, it is just impossible to be great, or even good, at multiple things…as there is just not enough time in a day. Dealers and the management teams are busy buying cars, selling cars and training their staff on how to buy and sell cars. Technology is flying by us at an incredible pace…and it is proven to be true; that the dealers that have totally engaged technology are the ones that have been able to leverage their time and resources in ways only once imagined.
One really quick example I would like to give regarding leverage is this: the Credit Union sale. Dealers go to Credit Unions all the time to "joint venture" a sale to the clients of the respective Credit Union. Why do they do this? The answer is quite simple. Credit Unions have fantastic relationships with their members, and by leveraging this relationship, dealers are now able to communicate and do business with an entirely new group of individuals that they may not have previously had access to. This is the power of leverage.
Now apply this to a well trained sales staff; a staff that has engaged technology to the fullest and is using this technology to develop their relationships with their prospects and customers.
Now, think about this, while your sales staff is developing better relationships with their prospects and customers…blogs, websites, pod casts, email marketing…the dealership is the ultimate benefactor. Conversely, if the dealership itself is the one that is attempting to do the direct marketing to these potential customers, it is merely seen as MARKETING.
I hope you all see the benefit of not only empowering your sales staff with a more efficient sales training program, but that you see how it is ultimately in the best interests of the dealership.
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