Because every opportunity to do business counts! Every time someone at a dealership communicates with a customer, and they don’t know what to say or they say the wrong thing, it costs everybody money. In the past, dealership phone calls have been handled poorly at best. I’ve had dealers tell me that the only reason that they listen to their call monitoring is because it feels so good when they stop. As an industry we have selectively followed up our unsold customers and paid lip service to maximizing our repeat and referral business through client base management. Many dealerships have been successful despite their lack of training, accountability, and processes. Those days are done. Your people need to get good at their jobs. As an industry, business gets better when our people get better! Did you really need me to tell you why you need to train your people?!