We've all seen ads looking for sales pros.  Dealer web sites invite us to meet their "professional" staff.  Customers all want to be handled "professionally."  Yet, there is still a perception that having a real professional staff is a matter of luck or just playing the numbers game in hiring.  However, luck has nothing to do with professionalism.  Like everything else we've talked about, it's a choice.  But, it's a choice that can be influenced.

First, to determine what is professional, one must understand what the difference between it and an amatuer is.  A professional is anyone who understands that they can't do it all themselves.  They're the ones who push away from the desk adn go get help at any point in a deal.  The amatuer, whether in sales, F&I or management, thinks they can do it all themselves.

Creating a professional begins at hiring.  If the interview is haphazard and not prepared, why would you expect a new hire to come to work prepared to do his or her job?  When hired, if they are simply turned loose to fend for themselves and "figure it out" on their own, why would you expect them to ask for help?  As the saying goes, "If you don't train your people, your staff will do it for you."

When hiring, set up a real area for the interview.  Whoever does the interviewing should be at their best that day.  In addition to a potential sales person selling you on themselves, sell your team and the dealership to them.  Make each interviw the same.  Ask the same questions.  Share the same high points of working in your store.  Give them the value of working in your organization.

Once hired - train!  Even people with a lot of experience need to be guided into the way you do things.  Everything from where to park, to how to get keys for a test drive should be covered by the hiring team and not the low person on the board.  Give them an example you want followed and show that they are an important part of the team.  Inexperienced people should be trained over a few days.  Learning proper paperwork, how to turn a customer over to a manager, and what your expectations are, should be made perfectly clear BEFORE they talk to a customer.  Show them you are genuinely interested in their success by investing in it yourself.

Even though being professional is a personal choice - give them the incentive to choose by leading by example.  Be your professional best when looking to create new professionals on your floor.  It's never too late to choose.

Special of the month:  The first 30 dealers or GM's who email me their dealer name, address and phone number will receive a new copy of my latest book.  "YES!" has been endorsed by auto industry professionals and is my 10th book.  Email me at dealerprofitnow@aol.com and get your copy before they run out.

John Fuhrman is the Senior National Trainer for Carolina Automotive Resource Services, a unit of The Dealer Resource Group.  His ten books have reached 1.5 million readers and he has trained sales professionals around the world.  Currently, he is training new sales people for dealers through his cutting edge programs.  Learn more at http://www.thedealerresourcegroup.webs.com and see the previous "Choosing" series and other articles.  (c)2011 by John Fuhrman - Permission to reprint this post in its entirety, including contact information, is hereby granted.