Every month on CBT News, Jonathan Dawson shares his techniques to more effectively influence buying behavior on the show, Mind Your Own Business. He is also the Founder and President of Sellchology Sales Training and a best-selling author. He joins us today on Inside Automotive to discuss his presentation at NADA 2022 and the customer experience trends that car dealers should watch.
Dawson’s presentation this year at NADA focused on how car dealers can build a record-breaking sales team when the market isn’t on their side. Dawson says that dealers need to evaluate their cultures, processes, systems, and leadership skills to sustain record-breaking months. There has to be a clear vision, Dawson says. He also mentions how critical it is to stay focused on the most crucial components of the store. Keep your attention on the essential points.
Constant training is also required, and people must be held accountable. Training is more of a philosophical decision than a financial one, Dawson explains. Dealers have to make decisions to ensure their customers are getting the best experience and their employees are able to maximize market share.
That’s why Dawson created the brand new Pinnacle Training Center. The center’s objective is to create a place where dealers can talk through every pain point they experience with subject matter specialists. It’s truly a collaborative effort, adds Dawson. Right now, the center has a roster of 50 subject matter experts. Don’t miss the center’s open house event starting April 11.
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