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Drive your dealership sales to new heights: The power of ongoing training

It's time to revamp your sales team's performance and drive your dealership sales to new heights. Act now to invest in their training.

Talk with any sales manager, and they’ll say that a dealership sales success is built on the foundation of its sales department. And it’s tough to disagree with that. Often, the salesperson is the first voice of the dealership and will make or break anything that comes after that contact.

So, with the industry changing and transitioning to EVs and a more online-focused relationship, dealership salespeople should stay sharp and up to date with industry developments, trends, and customer preferences.

In this environment, ongoing training is not a luxury but an essential component of every dealership’s long-term success. So, sales managers and owners, listen up: it’s time to put your sales team on the fast track to success with continuous learning and skill development.

The Triple Threat: Core Skills for Sales Success

So, what specific skills should your salespeople practice? Let’s break it down into three core areas:

Product Knowledge: As new models roll out and technological advancements become more prominent, salespeople must deeply understand the products they sell. By investing in product knowledge training, your sales team will be better equipped to answer customer questions and provide valuable insights that will influence purchasing decisions.

Customer Service: positive customer experience is critical to generating repeat business and attracting new clientele. Ensure your salespeople practice active listening and empathy, adapting their approach to match each customer’s unique needs and preferences. Train them to communicate clearly and effectively in person and through digital channels.

Sales Techniques: The best salespeople are adaptive and well-versed in various sales methods. Therefore, equip your team with the skills to employ consultative selling, negotiation techniques, and upselling strategies. By honing these skills, your salespeople will be better prepared to close deals and build lasting customer relationships.

Investing in Your Sales Team: A Win-Win Strategy

As a dealership owner or sales manager, it’s crucial to recognize the value of ongoing training in these areas. By investing in your team’s continuous growth, you’ll cultivate a salesforce that is agile, knowledgeable, and prepared to excel in today’s dynamic automotive landscape.

Finding the Right Training Partner

Now, you might wonder: How do I find the right training program for my sales team? The answer is simple: partner with a trusted company specializing in automotive dealership training. With their expertise and resources, they can customize training programs tailored to your dealership’s specific needs.

Although prices depend on factors like the size of your team and the thoroughness of training, organizations like Joe Verde Sales & Management TrainingJM&A Group, NADA, and others offer reasonably through Google. And, of course, ask other dealers.

But whatever you do, keep your salespeople from paying. When asked how they paid for their training, most reviewers responded, “My company paid for my training.”

Take the Wheel: Drive Your Dealership to Success

It’s time to revamp your sales team’s performance and drive your dealership sales to new heights. Act now to invest in their ongoing development.

Contact an automotive dealership training expert today to learn more about how they can help you create a winning sales team. After all, when your salespeople succeed, your dealership thrives.

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Steve Mitchell
Steve Mitchell
Steve Mitchell is a contributing writer and reporter for CBT News. He earned bachelor's degrees in Marketing and Television from the University of Texas in Austin and a Masters of Theology study from Dallas Theological Seminary in Dallas. His passion for automobiles lead him to become a creative director for automotive marketing ad agency. Most recently, he was the manager of interactive marketing for Mitsubishi Motors, NA.

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