LMSPortals
- Feb 3, 2020
- 3 min read

eLearning for Automotive Sales Training

Updated: Apr 25, 2021

For any new salesperson in the automotive industry, effective training that encourages honesty, trust, and integrity, along with a thorough knowledge of the industry and products is vital for success. This is especially true in today’s market where decreased spending has forced dealerships to explore opportunities to build an optimized environment in which sales activities are proactively managed in order to sell more cars and maximize profits.

One of the more recent challenges for automotive sales is in the fact that customer visits are decreasing. This is because, unlike the old days when people would browse the showroom, more and more consumers are conducting their initial research online before calling the dealership.

The Importance of Automotive Sales Training

While some new automotive salespeople may be extroverted in nature and seem ready to get started right away, effective selling is a skill that must be developed. Sales training can help your new hires develop and hone the skills they need to succeed. An effective and comprehensive program also includes modules for ongoing skill and knowledge development so that even your seasoned reps can continue to improve over time.

With the right training, your sales team can develop skills that will enable them to:

Understand your sales methodology
Improve communication skills
Develop solid product and industry knowledge
Convey product value along with the benefits of working with your dealership
Overcome objections
Close the sale in a timely manner
Become familiar with the administrative requirements and other expectations of your sales team

A trained sales team is better able to close opportunities without giving too much away to the customer. This combination will lead to great returns for your dealership. In addition, sales training can help your reps build rapport with their clients that can lead to referrals and repeat business.

Tips for Building an Effective Automotive Sales Training Program

As you look to build the foundation of your automotive sales training program, here are some points you will want your sales training program to convey to your sales staff.

The Importance of First Impressions

Your new sales reps must learn to look and act the part of a capable salesperson and create a first impression that conveys this. The rep must also learn to not be too pushy when customers first enter the lot or showroom as they are likely to be consumed by the cars for at least the first few minutes of their visit.

The Value of Questions

To be successful, your sales staff must become comfortable asking questions and must learn the right questions to ask in order to best serve the customer and ensure a successful outcome (a sale). Do you like this car? Could you see yourself driving this car? Would you buy the car today? These are all questions that can help the sales rep understand the customer’s mindset and guide them toward making a purchase.

Know the Products Very Well

A big part of any automotive sales training program is in ensuring that your sales staff gains the product knowledge they need to be a valuable resource by the customer. The best sales reps can demonstrate to the customer that they know your inventory well and can share pertinent, detailed information.

Be Straight with the Customer

Many people who find their way into sales are people pleasers who feel the need to tell the customer exactly what they want to hear. It is more important to be honest with the customer in all aspects of the conversation, especially during the transaction. If the customer senses you are not being completely honest, you might put your deal in jeopardy.