To train – or not to train – is not the question according to
automotive advertising agencies who understand the importance of
investing in the people part of the sales and service process by
providing training before, during and after the sale. Training has
often been considered as an afterthought by auto dealers who have
enjoyed the luxury of having more customers than cars with a never
ending supply of salespeople and service writers who earned a higher
than average income for their efforts. Today’s consolidating auto
industry has changed the math for auto dealers who now have to deal with
shrinking sales volumes, reduced profit margins and the resulting loss
of a ready willing and able sales and service staff whose incomes have
been reduced along with dealer profits.
Automotive advertising agencies have always been tied to their auto
dealer clients bottom line – whether they knew it or not – and today’s
automotive advertising agencies are realizing that their areas of
responsibility do not stop at the front door of the auto dealership.
Automotive advertising plans geared for the Internet using digital
marketing platforms coupled with internal sales and service processes
powered by integrated technologies provide efficiencies that allow auto
dealerships to operate with reduced budgets and support staff in sales
and service.
Unfortunately, many auto dealers and automotive advertising agencies
have been operating with the false sense of security that the people
aren’t as important as the technology and/or the processes that they
have applied to replace them. That is as untrue today as it was
yesterday. People still like to do business with people that they like
and human nature has survived on the world wide web. The real solution
for auto dealers forced to operate with fewer sales people and service
writers is to train them in the use of the new technology, however, not
at the expense of training them in understanding human nature and proven
old school best practices to sell a car.
New technologies and automotive advertising applications include
training solutions that offer efficiencies similar to other sales and
service processes that have been applied to reduce expenses for auto
dealers. However, even the best training system can’t teach someone to
be a nice person and/or to place their customer’s interests ahead of
their own. These applications must be coupled with people skills that
are best hired vs. taught and they start before the sale or even the
hiring of the sales person or service writer ever begins.
Internet based applications like Hire The Winners help human resource
departments sort through applicants in the hiring process. Their focus
is on personality traits and people skills surfaced in a series of
videos posted on a site that is linked to help wanted ads. This
screening process allows the auto dealer to determine how the applicant
will react to various real world scenarios in the sales and service
process. Applying this filter before investing in training and lost
sales opportunities caused by a bad hire provide an R.O.I. that can be
easily verified with improved employee retention, C.S.I. / S.S.I. scores
for the dealership and incremental increases in sales and service
productivity by a well screened employee.
Similar advantages in training during the sales and service process
can be applied by applications like DealerMouth that allow sales and
service staff to promote themselves through their own websites hosted –
and monitored – by the auto dealer to promote best practices. This
ongoing training by senior management compliments the desire by the
automotive advertising agencies to extend the reach and frequency of
their online automotive advertising messaging beyond the auto
dealerships websites and or third party automotive advertising
platforms. Training by example is a proven practice that can be applied
on the internet super highway in the virtual showroom much like it used
to be applied in brick and mortar facilities.
Newly developing applications focused on enhancing the sales process
with integrated training components are also in development.
Applications designed for kiosk, desk top and even mobile platforms
promise to support sales and service staff before, during and after the
buying and shopping experience for customers. Providing sales people
and service writers with best practices and word tracks to enhance the
customer experience during their sales and/or service presentation will
empower the staff by offering them relevant information to help the
customer make a buying decision. In addition to increasing their
individual productivity on a real time basis, there is a residual
benefit of training the sales and service writer who will be better able
to apply and retain the information built into their more consistent
presentations to their customers.
Automotive advertising agencies are tasked with evaluating new
technologies and automotive advertising applications to provide more for
less for their auto dealer clients. The presumption that these
technologies can – or should – replace people in the process is
misguided if it doesn’t increase the productivity of the people that
remain. Training will increase the R.O.I. that auto dealers receive
from their staff. More importantly for automotive advertising agencies
is that training will directly impact the auto dealers bottom line which
is certainly part of the job description for automotive advertising
agencies in today’s challenging auto industry.
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