In tough months, the first thing dealerships cut is the advertising budget. The second thing they cut is training.
This is exactly backward.
When the market is tough, skill is the only thing that saves you. Anyone can sell a car when demand exceeds supply. But when the lot is full and the traffic is slow? That is when car dealership training separates the pros from the amateurs.
The Forgetting Curve
Did you know that within 48 hours of a seminar, participants forget 70% of what they learned if it isn’t reinforced?
This is why the “one-and-done” seminar model is broken. You pay thousands to fly a trainer in, everyone gets pumped up for a day, and by Wednesday, they are back to their old bad habits.
Effective training requires repetition and reinforcement. It needs to be daily.
A Culture of Learning
The best dealerships in the country—the ones hitting record profits year over year—have a culture of learning.
- They role-play every morning.
- They require certification on the online sales training platform.
- Managers are held accountable for their team’s skill development.
Comprehensive Coverage
You can’t just train sales. You need to train the BDC. You need to train the Service Advisors. You need to train the Managers. If one part of the ecosystem is weak, the whole dealership suffers.
Stop viewing training as an event. View it as a process. Explore our comprehensive Car Dealership Training solutions.
