Digital Dealer - February 2018 - 19

	 PRACTICE DOES NOT MAKE 'PERFECT.' IF
YOU ARE PRACTICING THE WRONG THINGS,
THEN YOU ARE NOT BECOMING PERFECT, YOU
ARE ONLY INGRAINING WRONG THINGS INTO
YOURSELF OR YOUR TEAM."
courage you to join me
at Digital Dealer 24 for
my session "Blueprinting a High-Functioning
(and Profitable) Internet
Dealership... NOT a Department" where I'll give
you a step-by-step plan
to set up a synergistic
and high-performing
sales ecosystem for your
store.
Before I get into the
"what" should dealership
personnel be trained on,
let's explore some reasons why dealers either
do NOT invest in training, or do not train their
people the right way:
1.	 THE COST. They
say training is too expensive. I find this to be
utterly absurd! Dealers
spend approximately
$640 per car sold in advertising or $64,000 per
month in advertising! To
NOT train your showroom sales team and / or
your internet sales / BDC
team makes no sense
whatsoever. How can
dealers spend a tremendous amount of money
on driving traffic, on
technology, on various
other things but little to
nothing on the front lines
team that handles all of
those opportunities?
2.	 HIGH TURNOVER.

Some dealers say they

don't invest in training
because of high turnover.
Come on! One of the
reasons for high turnover
is that dealers do not train
or do not provide valuable
and relevant training.

they are training or trying
to develop content to do
so, takes them away from
their core competency as
a sales manger or sales
consultant.

are dealers that think
by making their sales
manager or someone

back to "Practice does
NOT make PERFECT"...
practice makes PERME-

3. THEY HAVE
SOMEONE INTERNAL TO TRAIN. There

4.	 THEY HAVE OLD
TRAINING TAPES OR
WORKBOOKS THEY
USE. This goes right

	 ONE OF THE
REASONS FOR HIGH
TURNOVER IS THAT
DEALERS DO NOT TRAIN
OR DO NOT PROVIDE
VALUABLE AND
RELEVANT TRAINING."
else train the new hires
or conduct random or
even consistent training
is sufficient. The problem
with this is that MOST of
those people are NOT
qualified to be instructors
or trainers. Just because
they are a successful
sales manager or successful sales consultant
does NOT make them
qualified as a curriculum
development specialist
or instructional design
specialists or even as a
trainer. Additionally, every
minute, hour or day(s)

NENT! Dealers, PLEASE
realize that if you are
training on antiquated
training tapes from the
90s or Early 2000's, you
are hurting your organization. Yes, "Even a broken
clock is right twice a day."
These outdated materials/programs may offer
small nuggets of relevant
and viable information
here and there but that
does NOT mean it's safe
to use them for your organization's overall training
strategy.
THERE SHOULD BE A

CLEAR TRAJECTORY
FROM AND FOR A:

 Sales Consultant
with 0-3 Months Experience
 Sales Consultant
with 3-6 Months Experience
 Sales Consultant
with 6- 12 months Experience
 Sales Consultant
with 1-3 Years Experience
 Sales Consultant
with 3+ Years Experience
 BDC Rep / Coordinator with 0-3 Months
Experience
 BDC Rep / Coordinator with 3-6 Months
Experience
 BDC Rep / Coordinator with 6-12 months
Experience
 BDC Rep / Coordinator with 1-3 Years
Experience
 BDC Rep / Coordinator with 3+ Years
Experience
 Etc.
The dealer principal and management
should begin with the
end result in mind and
map out exactly what:
1.	They expect from
each individual for those
different time on job /
experience levels

D I G I TA L D E A L E R . C O M

Continued on pg. 20
FEBRUARY 2018

19
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Table of Contents for the Digital Edition of Digital Dealer - February 2018
