In order to run a productive, lucrative, and stable business, you must invest time and resources into training your staff. Similar to any business, automotive businesses must train their salespeople in order to make satisfying connections with customers and to increase sales. Training automotive salespeople not only benefits the upper management, but gives the trainees a better foundation in order to reach their own personal sales goals. Having the training to confidently close sales is motivating for salespeople. Successful training increases individual success rates and can greatly improve employee turnover rates for the company.
An important step to the auto sales training process is strengthening the employees’ soft skills. Soft skills, such as active listening and making a good impression, are the basis of effective seller/buyer interactions. These simple communication skills make the employees appear more approachable and trustworthy to the customers. With a foundation of solid interpersonal skills, sales people can begin to learn real facts about their vehicles and techniques to coerce prospective customers into a sale.
Teaching product knowledge is the other crucial part of automotive sales training. When employees can speak about and accurately answer questions about the features of different cars, customers become more confident about making their purchase. Being well informed about the product allows the salesperson to quell any concerns or doubts a customer may have before purchasing a certain vehicle. It is important that even long standing employees are trained on new models and their selling points.
There are many different ways to actually run the sales training process. Some companies have specific sales training managers, while others just utilize a general manager. Guidebooks and brochures created by management are the most common forms of training, but other training techniques have been shown to yield better results. Simply reading from a handbook does not improve interpersonal skills the same way other forms of training can. Hands on training increases employees enthusiasm and confidence, which is more useful out in the field. Today, many automotive sales training programs include role playing, informational videos, and powerpoints. Spending a few days in workshops improving existing selling techniques as well as learning new skills can be a valuable process for trainees. By actually practicing the knowledge their employers have taught them, employees are more likely to retain the information and to close more sales.
Automotive sales training is an important step in the employee onboarding program that increases sales as well as employee retention and motivation. New employees aside, ongoing training for all employees helps to keep product knowledge up to date and to create a strong sales team.