Someone who’s running a dealership with a great track record may assume that there’s nothing left for them to learn. The auto industry is constantly changing, however, and there’s always room for improvement. That’s why management training is so important.
Whether it’s teaching new marketing strategies, showing sales team members how to communicate with customers, or streamlining the repair process, managers should continually sharpen their skills in these important areas. With greater knowledge, senior managers can stay prepared and keep customers happy. Here are a few of the biggest benefits of training for dealership managers.
Increasing Product Awareness
In today’s competitive marketplace, managers often worry about employees’ knowledge of an automaker’s offerings. This can be a big problem, especially in dealerships with high staff turnover rates. Some dealers offer a wider selection than others, which makes it harder to know each vehicle’s details.
Manager training programs should focus on increasing team members’ product knowledge, which is typically done through daily research on the most popular makes and models. While some leaders and team members learn well from instructional packets, in-person evaluations tend to help others retain information.
Dealerships should consider one-on-one training for those with strengths in some areas and weaknesses in others. Small group training also helps managers stay up to date while building better relationships with junior team members.
Staying Connected to Customers
The internet’s ubiquity and accessibility make it easier than ever for businesses to stay in touch with customers, and any management training program should include lessons on the use of social media. With sites such as Instagram, Twitter, and Facebook, it’s possible to make customer communications just as engaging and informative as in-person interactions. Additionally, sales managers can post videos and photos of their most popular model lines.
While age is just a number, it’s likely that younger managers will find it easier to take to social media than older staffers. During a comprehensive training program, a dealership can bring all managers—regardless of age—to the same level. When senior team members know how to leverage the power of social media, their experience trickles down, and the entire team will find it easier to stay connected with customers.
Working Toward Dealership Goals
Automotive industry training helps managers find out where their dealerships’ strengths and weaknesses lie. In many showrooms, staffers fill out weekly or monthly sales reports, which are compared over time. A well-trained manager can use that information to decide where to direct their efforts. When lower-performing team members catch up to their leaders, dealerships find it easier to meet sales goals.
Putting the Spotlight on Top Performers
Dealerships with unique sales approaches tend to stand out from their competitors. However, specialized sales pitches may turn some customers away. To avoid any loss of business, it’s best to build a training program that takes advantage of each manager’s strengths.
For instance, if a staffer does well with in-person interactions and is comfortable approaching passersby, frequent practice will allow them to determine if there’s anything missing from their sales pitch. Other managers may find it easier to work with online shoppers, and training programs can be structured to help them leverage those capabilities.
Strengthening the Dealership’s Customer Base
A broad demographic is a great thing but meeting the needs of such a diverse group can be challenging, to say the least. This is yet another instance in which manager training may be useful. While many assume that online promotions are always targeted to younger audiences, it’s equally important to appeal to more experienced buyers on such platforms.
Training for senior management should include external targeting. Some sales pitches work well on parents of young children, while others are better saved for those traveling alone. Whether they’re looking for a dream car or economical transportation, every customer is different—and team members should know how to tailor their approaches accordingly.
To increase the chances of success, it’s crucial to build a team that understands their roles and the dealership’s goals. Designing and implementing a senior management training program ensures that every customer will receive the highest possible level of service because managers are united in their sales techniques, attitudes, and abilities.
Management training programs typically lead to revenue increases. When they’re well trained, senior managers feel more empowered to do their jobs, which results in increased sales and profits. Dealerships are only as successful as their people, and the best dealers encourage their managers to excel.
A More Productive Workforce
Managerial training has a trickle-down effect; it turns new hires into successful team members. The expenses of recruitment and retention are poorly spent if training is ineffectual. Continuous training is vital for team members and managers alike, as it improves productivity and motivates employees to work harder to achieve their goals.
Retaining Good Workers
Workers are more likely to go the extra mile when their efforts are appreciated. When dealerships offer training that strengthens a manager’s knowledge base, they ensure that employees feel more engaged. If a team member feels validated, they’ll be driven to succeed—as will the rest of the company.
Improving Customer Relationships
When customers enter dealerships, they have questions—and only an experienced manager can answer them. When senior team members have in-depth knowledge of the industry, the automaker’s products, and the business, they’re uniquely positioned to give customers the answers they’re looking for. Proper training allows managers to address customers’ concerns and offer a better overall experience.
Training isn’t just a way to build stronger relationships with customers; it can also be used to become acquainted with junior team members. During training, managers should encourage sales staffers to voice their concerns and point out areas for improvement. When everyone gets a chance to be heard, they’re encouraged to learn.
Setting Realistic Expectations
Training gives dealership managers the skills they need to predict short- and long-term results, which allows them to set attainable goals and make more informed decisions. Whether goals are set too high or too low, the effects can be detrimental to the team. Knowing how to forecast sales and set realistic expectations will help managers and their teams grow.
Great managers are skilled observers and listeners, and they typically gain those skills through years of training and on-the-job experience. The best dealership managers find creative solutions to problems, and they also help representatives implement those solutions.
Closing More Sales
The biggest benefit a manager gets from training is the ability to close deals. In many cases, team members waste their energy and time on poorly chosen and ineffective sales strategies. With managerial training, senior staffers will learn what works and what doesn’t. With these valuable insights, dealership managers will learn how to maximize their time and close more sales.
Schedule Senior Management Training Today
There’s no disputing that managerial training offers numerous benefits to automotive dealers. Now that we’ve discussed the advantages, are you ready to get started? Get in touch with us today, and we’ll show you how to meet buyers’ needs and boost sales. We offer a range of training programs to help managers improve efficiency, strengthen customer relationships, and meet sales goals.
Are you looking for ways to generate recurring revenue for your dealership? Reach out to us here at the ACE Group. We offer a free analysis to help you maximize your dealership’s earning potential.