The Truth About Sales Training

    Dealers work hard trying to find ways to motivate and improve their sales force.  They always seem to be looking for that magic bullet -- the training that will instantly transform their 10-12 unit per month guy to that 20 unit per month hero.  They watch as the salesman goes into the training session; gets all pumped up; comes out excited and red in the face; and gets ready to take on the world.

    Then, when the end of the month comes, the manager runs the sales reports and finds the closing ratios for his "heroes-in-waiting" salespeople did not change and his referral sales did not increase.

    That's the key to tracking training effectiveness -- the month end numbers, your dealership sales metrics.  If those closing ratios didn't increase, or your referral numbers didn't jump up, then your training program did not work.  The bottom line is still the bottom line!

    Don't misunderstand me, pumping up your salespeople is a good thing...motivating them is also a good thing and should be used in the correct ratio with a set knowledge and technique building curriculum.

    The next question to ask yourself is:  what IS this knowledge and technique building?  The answer is study -- studying the art and craft of sales.  Sales is a constant learning experience, that takes dedication and hard work to master.

    This can be done with innovative sales meetings that include role-playing and openly discussing actual events of the previous days:

    For example: "Joe Dumb-Salesperson" had a "Mr. & Mrs. Not-Going-To-Buy-Today” in on a Town Car.  He followed all the steps of the sale, gave them pricing, and (of course) they left without buying. At the sales/training meeting he would detail the verbal exchange that transpired, and the group would critique it, suggesting different closes that could have been applied.  This is one of the most powerful tools management has at its disposal. Using it correctly in a non-combative way will help that “stuck at 10 a month guy” move to the next level.  It's proven to improve his technique!

    Another way to move people to the next level is with study groups.  The groups meet once or twice a week and study the art of selling.  They pick two or three general sales training publications, review them, and find a way to adapt the knowledge to their profession.  I have seen these “Master Mind” workshops transform the mediocre into shining stars, confident and top performers.  Making these courses mandatory and lasting 8-10 sessions is a powerful tool for any dealership.

    There are many "tried and true" ways to move your people to the next level, but they are all  based on common sense and work.  Make the commitment to better your sales force, and your sales WILL be better.

Any questions?

Call the Sales Advocate

800-435-8267