Increasing Product Sales By Training Your Sales Department


On today’s Tip of the Day, Becky Chernek talks about how educating your entire dealership on the products you have for sale can increase overall profits and make for a more cohesive customer experience.


Becky Chernek: Welcome to the tip of the day on CBT, I’m Becky Chernek. Now, if you want to increase your product sales, train your sales department. If you can’t attend a sales meeting, which I highly recommend that you do, at least make it a point to meet with your salespeople one-on-one, go over all the products with your sales department. I am not saying that you’re necessarily allowing them to sell the products for you, but they need to have an idea of the benefit of each of the products and the value that they bring to the customer. Why should the customer take advantage of the service contract especially if the customer is buying a vehicle with a five-year comprehensive coverage and a 10-year powertrain, or the customer is purchasing a Toyota and Toyota’s never break down? You will be amazed by increasing your product sales at what you can achieve when you take time to train your sales department.

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Rebecca Chernek, founded Chernek Consulting, LLC in 2001, has nearly three decades of experience in the automobile dealership industry. She started her career by working with her father at their family-owned auto dealerships in Have De Grace, Maryland. She gained hands-on skills and experience in almost every aspect of the automotive sales process: new used cars and trucks sales, F&I, Director of Finance for volume operations and general management. She was hired in 1986 as the first woman to sell cars for Al Packer Lincoln & Mercury in Baltimore, and in 1989, she was promoted to F&I Manager for Ron Bortnick Ford in Upper Marlboro, Maryland. In 1995, Rebecca took a position with the JM&A Group and was promoted to District Manager for the AutoNation division — the #1 retailer in the United States — to hire, train boost profits and implement menu selling. She single-handedly earned a sterling reputation for adding millions of dollars to the bottom line for all her accounts! Rebecca has a well-deserved reputation as a self-starter, high-performer, and spirited entrepreneur and motivator. It’s not a matter of what you think you know… it’s a matter of proving it! As a consultant, trainer and nationally recognized expert in F&I Training and sales procedures, Rebecca has helped hundreds of automotive car dealers throughout the United States and Canada streamline their processes and closing techniques and significantly increase profits. She writes regularly for Wards Business, CBT Automotive Network, Dealer Magazine, Subprime News and as a NCM 20 Group F&I Guest Expert. She facilitates for the NCM Institute, Desking and F&I Integration. Rebecca is the anchor for F&I Today – CBT Automotive Network headquartered in Atlanta, GA. Don’t forget to check out our interactive continuing F&I online education platform Chernek Consulting Virtual Pro the best kept secrets on how to be successful in F&I! Boost your F&I performance! Every dealer must have to help your F&I manager increase sales and profits while reducing liability.


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