Attention Automotive Dealers and General Managers...
Out of respect for sites like DealerElite and others, I make it a point to keep the self promotion to a bare minimum. However, I am trying to explore new and cost effective methods of training for dealerships.
I am putting this post up for the purpose of getting feedback and thoughts of decision makers in automotive dealerships.
We all know that training and motivation in the dealership is very important. We also know that there are dealerships that sometimes lack training for various reasons (too expensive, can't find quality training, no time, etc...). We also know that it is difficult to keep the attention span of an average human for longer then 30-45 minutes. There might be a solution to for all of the above stated issues.
The Product:
A website with training videos for all departments (sales, internet/bdc, digital marketing, finance, service, parts, management). The videos consist of powerful dealership best practices that can be implemented immediately. I am talking about closes (objections and rebuttals). I am also talking about powerful motivation videos that will fire up your staff. These are videos that are available for access at anytime. Some videos would feature a speaker while others would feature interactive content. These videos are anywhere from 10-20 minutes depending on the topic. There would be more content added monthly and quarterly. The best part is that these videos can be become a part of an employees daily and/or weekly requirement to better themselves. This a good reason to eliminate the excuse of how expensive training is and how there is no time for it. The training is at your fingertips and all at the click of a button. The information can played back as many times as needed. These videos can be used by management in meetings to role play and drill with the team. Eliminate the cost of an expensive consultant that will come in and speak for 8 hours only so that your team gets the information into one ear and out the other. The product is simple. The content is powerful. The content is always fresh. The best practices are always cutting edge. The instructors are true automotive and digital marketing professionals.
The Cost: So minimal that it can only improve the dealership's ROI. I am talking about $200 - 400 per month. An average trainer/consultant costs about $1,500 - $2,500 per day. I even worked for one that charges as much as $5,000 (even $6,000) per day. Here is a product with unlimited content and information for $2,400 - $4,800 per year. That is the gross profit of one decent car deal out of thousands per year.
My question to the community is this, if someone were to present a training product like this, would automotive dealers be interested in using something like this?
If not, what would be the reasons that you would not want such a cost effective but powerful product in your stores?
Also, what are some ideas that can make the concept of the product better?
Your input is highly appreciated. Thank you.
Stan Sher
President
Dealer eTraining
Replies to This Discussion
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Permalink Reply by MANNY LUNA on -
Great post Stan!
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Permalink Reply by CJ Romig on
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Hey Stan! Good post...
The Videos would only be as good as the follow up done by the management at the dealership.
I can’t speak for anyone else but I get bombarded by people telling me their training videos are the best and I know there some very good ones that are available. You have Jim Ziegler…Dave Anderson...Dave Martin…Grant Cardone… The list goes on and on with very talented trainers but what has to happen is we need to step up our interaction with our sales staff by getting involved on a daily and perhaps even an hourly basis with the newer sales staff.
I wouldn’t tolerate a manager just telling his sales staff to login for the daily training but I wouldn’t object to having additional training and guidance of some instructional internet videos that were offered if they were inline to the dealerships way of selling automobiles. Good salespeople are starving for more information that could help them sell additional vehicles.
Stan, without a doubt, videos would be better than no training at all (or crappy training) but I would love to take a poll on how many training DVDs are collecting dust in the cabinets they are in or stuck in a the back of a drawer? Interactive would be nice if it wasn’t cheesy and way too obvious. Vendors in the automobile business always compare the cost of their wares to selling one or two cars a month or a year to justify the price; if it works I would pay whatever. There’s got to be a way where you could offer a great, quality product so damn cheap that it would be crazy not to get it but at the same time make sure it fits in your business model. If you feel the training would be so good then offer 30 or 60 days no obligation to get the dealerships signed up and if the training is that good they won't let you go! Good Luck!
There you have it…The Monday Night Rant...
CJ
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Permalink Reply by Stan Sher on
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Thanks for the feedback, That is exactly the opinions that I am looking for.
CJ Romig said:
Hey Stan! Good post...
The Videos would only be as good as the follow up done by the management at the dealership.
I can’t speak for anyone else but I get bombarded by people telling me their training videos are the best and I know there some very good ones that are available. You have Jim Ziegler…Dave Anderson...Dave Martin…Grant Cardone… The list goes on and on with very talented trainers but what has to happen is we need to step up our interaction with our sales staff by getting involved on a daily and perhaps even an hourly basis with the newer sales staff.
I wouldn’t tolerate a manager just telling his sales staff to login for the daily training but I wouldn’t object to having additional training and guidance of some instructional internet videos that were offered if they were inline to the dealerships way of selling automobiles. Good salespeople are starving for more information that could help them sell additional vehicles.
Stan, without a doubt, videos would be better than no training at all (or crappy training) but I would love to take a poll on how many training DVDs are collecting dust in the cabinets they are in or stuck in a the back of a drawer? Interactive would be nice if it wasn’t cheesy and way too obvious. Vendors in the automobile business always compare the cost of their wares to selling one or two cars a month or a year to justify the price; if it works I would pay whatever. There’s got to be a way where you could offer a great, quality product so damn cheap that it would be crazy not to get it but at the same time make sure it fits in your business model. If you feel the training would be so good then offer 30 or 60 days no obligation to get the dealerships signed up and if the training is that good they won't let you go! Good Luck!
There you have it…The Monday Night Rant...
CJ
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