Dealership Sales Training

Sales Training for Profit-Driving Teams

Sales Training

Today, automotive customers want a new kind of buying experience with online convenience, one-on-one customization and lighting fast response times. To compete, you need transformative dealership sales tactics that can help your team keep up in a changing world and achieve tight collaboration between your sales and F&I teams. The Automotive Training Academy by Assurant gives your managers the tools they need to recruit, train and develop a highly effective and flexible sales team. And we help you create a strategy that seamlessly transitions customers from online to off. The result is a modern, expedited buying experience for your customers and optimized PVR and performance for your business.   

Dealership Sales Training Class Overviews

Using an interactive teaching method, we’ll apply group discussions, roleplay, and performance evaluations to ensure each employee's thorough understanding and competency. These practice sessions simulate real-world experiences and model the skills necessary to increase an employee's grasp of customer-centered selling. And, since our training is designed to have an immediate impact in your sales department, you can look forward to better revenue today and down the road. 

Sales Professional’s Blueprint

A hands-on, in-dealership course where sales professionals develop the skills necessary to meet the demands of today’s customers by focusing on developing a transparent, personalized, and fast buying experience.

Attendees will develop the skills and knowledge to:

  • Identify who today’s customers are and what they expect from the automotive industry
  • Create a seamless transition from online to offline with less friction and pain points
  • Pinpoint areas in the sales process where you can shorten transaction times, increase your CSI, and maximize gross profit opportunities
  • Recognize where the customer is in their buying journey and how to best assist them
  • How to tip the price value scale to improve the customer experience and CSI scores

Who should attend:

Sales professionals of all experience levels

Sales Manager’s Blueprint

A course for sales managers to develop a greater understanding of current customer buying expectations as well as how to mentor sales professionals for maximum performance and improved retention rates.

Attendees will develop the skills and knowledge to:

  • Effectively recruit and select new dealership personnel
  • Determine the best candidates through behavioral interviewing
  • Manage and train a high-performing sales team
  • Improve negotiation skills with modern techniques
  • Master inventory management
  • Lead build-a-deal meetings with dealership personnel

Who should attend:

Sales managers of all experience levels

Sales Evaluation

Discover missed opportunities for increased revenue and CSI scores through a comprehensive, in-store assessment of all dealership operations by a tenured Automotive Training Academy trainer.

The detailed assessment includes:  

  • Deal audit - reviews a large sample size, completed over the previous 90 days, evaluates key indicators for compliance, consistency and business practices
  • Showroom floor and dealership audit - observation of staff and client interaction, review dealership processes, deal flow and transaction times
  • Meet and interview sales staff and provide documented feedback 
  • Gross profit opportunity review  
  • Customized training proposal with short and long term goals 
  • Full profit analysis with projected dealership impact 

Online Dealership Sales Training

Time is precious, and every minute a top producer is away from the dealership could be costly. To accommodate your needs and provide your team with vital knowledge and expertise needed to succeed, we offer online sales training courses, as well as F&I and leadership development courses, through the ATA On-Demand learning platform. Like our in-person training, our online courses are designed to be highly interactive and deliver immediate impact to your dealership.

ATA On-Demand

Subscribe to our next-gen learning platform to access self-guided dealership training and live coaching through video and online roleplay scenarios that build effective real-life sales skills.

More Training from The Automotive Training Academy

F&I Training

Get immediate-impact training that drives PVR and penetration rates, and increases CSI scores

Development & Compliance

Foster career growth, employee retention and improved performance with consistent, well-rounded training for your team

Service Training

Increase customer retention with training around customized service programs that improve current and future profits


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