You have heard it before and you know it’s true; knowledge plus action equals power.  Your knowledge is based on your expertise on your product offering, needs analysis and the ability to offer solutions.

Competence comes from knowledge and the route of knowledge is grounded in continuous education.  Customers rely on your expertise because of the training or experience you bring.  Competence increases when you know something your customer needs to know - such as facts, information, data - or at the very least, have access to resource’s – such as people, that are valued by others.

Competence is when you combine your ability, capabilities, and skills.  Are the skills that you currently possess enough to keep you actively engaged in today’s economy?  Is your knowledge level consistent with the changing environment you make a living in?   Are you operating on skills that are obsolete?

Skills that served a purpose three years ago are no longer sufficient in today’s market place.  The basis of training and in particular, automotive sales training has evolved exponentially in recent years. We are learning effective ways to communicate with the Millennial Generation customer. There are more efficient ways to present the proposition value and close the sale. 

Just in the past two years we have seen advancement in the way we communicate with our customers through social media.  There are business partners that provide more creative ways to interact with our internet customers.  

A solid return on investment requires an investment into people, processes and equipment.  It wouldn’t be cost effective to use antiquated tools in your service departments but dealers use obsolete tools in their sales departments.  Small dealers, medium dealers and select dealers can no longer think of themselves as small.  The internet has given you exposure way beyond the reach of your local town or neighborhood.  In fact, your traditional brick and mortar businesses have evolved from laptops into mobile devices.

Dealers you need to understand that your sales people, managers, service advisors and parts people are the front line face of your dealership.  They are the extension of your business – good or bad.  Your staff is going to be a direct reflection of your business so invest in their competence. 

Knowledge plus action is power…training is the muscle.