Effective Training Methods Will Ring the Register


By Ron Henson

In my 20+ years in auto­mo­tive retail I was always a firm believer in the notion that the deal­er­ships that spent the most time train­ing their employ­ees were the ones that would thrive rather than sim­ply sur­vive. But do you have effec­tive train­ing methods?

I am still a believer in that way of think­ing, but with the caveat of “Train­ing for Sustaining.”

What do I mean by that?  Some­times as a dealer exec­u­tive it’s pos­si­ble to get caught up in the ego­cen­tric method of train­ing.  Have you ever had a con­ver­sa­tion with some­one that you could imme­di­ately tell really enjoyed hear­ing them­selves speak?  I’m sure it is grat­i­fy­ing to them, but not so much for the per­son at the other end of the conversation.

When prepar­ing to con­duct a train­ing meet­ing of any kind (i.e. sales meet­ing, man­agers meet­ing, staff meet­ing etc.) it is imper­a­tive that we keep the best inter­ests in mind of those that will be receiv­ing the training.

  • What is the intended out­come of the training?
  • Who are the participants?
  • Is this ses­sion an open forum or a lecture?
  • Does the topic have rel­e­vance to all those in attendance?
  • Do I carry enough cred­i­bil­ity on the topic to con­duct the train­ing session?

One thing is cer­tain; con­duct­ing a train­ing ses­sion is much like deliv­er­ing a speech or per­form­ing stand-up.  You have to cap­ture your audience’s atten­tion quickly and show them that their favorite radio sta­tion (WIIFM…What’s In It For Me) is broad­cast­ing loud and clear.

Illus­trate that the train­ing topic will accom­plish one or more of the following:

  • Make them more money
  • Make their job easier
  • Increase Cus­tomer Satisfaction
  • Increase Employee Satisfaction

There is lit­tle doubt that once your meet­ing attendee’s real­ize that there is a ben­e­fit to attend­ing the meet­ing other than being there because you told them to, your train­ing effec­tive­ness will increase right along with your bot­tom line.

Ron Hen­son is Direc­tor of Dealer Ser­vices at DrivingSales.com. Read the full arti­cle here.