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Auto Sales Training in the 21st Century

By Tim Davis

Auto sales training is definitely not what it used to be.

In the 70's, you could walk onto an auto dealers showroom floor, ask for a job and be selling a car that afternoon. No experience, no background to speak of, as well as (generally) no character.

The 80's changed little; however, technology began to take hold. Software began making its first entry into the world of auto sales. Consequently, auto sales training moved in a completely new direction with the first introduction and integration of technology.

Things were on the move.

The 90's introduced many changes. The market became extremely competitive, as technology continued to advance. Dealerships in the 90's began to embrace technology, albeit slowly.

Websites were being developed by every type of market. More and more dealers began realizing that having a website was no longer a luxury, but a necessity. With technology really beginning to take off, dealers were able to integrate many of their core processes, including auto sales training, creating a more cohesive dealership.

Then came the year 2000, ushering in the 21st century.

Dealers in this century have realized that in order to remain not only competitive, but just to remain on the map, they have to set themselves apart from the rest of their competition. They must take their auto sales training to the next level.

Just over 30 years ago, a guy could get a job and begin making sales that afternoon"now there are comprehensive auto sales training programs that manufacturers are making mandatory. Sales certification is on the rise and becoming a major incentive for the actual sales representatives in order to earn more income directly from the manufacturers themselves.

Technology has changed the way we train our staff.

Once upon a time, the computer was just a neat piece of equipment that took up space and required a ton of time just to learn how to operate. Today, with the ease of use, and vast array of applications, it has become a core aspect of every part of every business in the world.

Dealerships can engage distance programs in some of the best auto sales training programs available. By simply logging into a web application, sales reps of dealerships all around the country can engage in timely and informative sales strategies, no longer limited to what their individual sales managers can teach.

Today, in addition to technology, many other aspects of auto sales training have changed. Customer service, client retention, relationship building, prospecting, negotiation strategies, etc, are all huge aspects that dealerships today focus on in the auto sales training process.

Gone are the days where a guy/gal can simply go to a dealership, apply for a job"and within hours find themselves standing in front of a prospect wanting to buy the latest 2006 model. It just doesn't work like that any longer.

Dealers need to ensure that they not only have a professionally trained staff, but also one that has an incredible amount of character. Although many areas of sales have been criticized for years as being "shysters" and "unscrupulous," fortunately this is an area that the majority of dealers in the US have shed nicely.

By implementing new and technologically innovative methods in the auto sales training process, dealers have enabled their organizations to not only have a well informed staff, but also a more informed and receptive audience.

Auto dealers in the US have used technology to their advantage, and in the end we have all benefited. By creating an auto sales training process that takes advantage of these advances addressed above, dealerships have begun to really connect with their buying public. This has enabled respectable dealerships to really become a huge part of their local communities, which in the end is good for us all. Better relationships equal better prices.

About The Author
Tim Davis is the Marketing Director for Breiter Strom, an international marketing company based out of Lake Tahoe, Nevada. Tim has been a major contributor to the newest Breiter Strom product "AutomatorPlus, the product that has more dealerships buzzing than imaginable.


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