Profitable dealers know that continuous training for their sales staff is the key to closing more deals. They are constantly training their sales teams on product knowledge and selling techniques. They invest in high return training to increase sales per rep and reduce turnover. Since the industry is always changing with new business models, new companies, internet competition, and more informed buyers, leading dealers can’t stay still when it comes to seeking out the best and most effective training.
Unfortunately, dealers are competing with other potential higher paying jobs to attract quality sales reps with the right mix of hard work and soft skills needed to sell to today’s ever more informed and empowered buyers. With a shrinking pool of potential quality reps, dealers are losing thousands in training costs, base salaries, and missed sales when reps take longer to ramp-up, or worse, quit after a few weeks due to poor performance.
Before launching Car Sales Hero, our founders surveyed more than 130 sales reps in dealerships across the US. We asked them about the quality of their training. Their responses and frustrations inspired us to build Car Sales Hero. While most dealers provided some training via in-person seminars, sales meetings, online videos, and/or experienced rep shadowing, almost three quarters (72%) of the sales reps admitted that they had a hard time retaining and applying what they learned. Most training was forgotten in as little as four days if the reps did not have a chance to practice and use it. New reps did not get any chances to present the techniques and information they learned in a safe environment. They were forced to burn their leads while practicing on customers. Using prospects for practice cost reps and their dealers thousands in lost or low gross deals while the reps got better.
With Car Sales Hero, reps no longer have to practice on real customers. Using the same technology used to train million dollar sales reps in high tech companies, Car Sales Hero provides a realistic simulation of a car dealer lot. The simulation is available on-demand 24/7 and addresses the most common frustrations we heard among new car sales reps.
10 Different Buyer Profiles
New reps told us that most of the selling training they received assumed all buyers were the same. Different personalities, motivations, and goals for car buyers were either not discussed or covered too briefly to be useful in training materials. Car Sales Hero addresses that training flaw with an initial release of 10 car buying profiles
Role Play With Instant Feedback
Over 90% of the reps stated that role plays were the best way for them to practice and internalize new training concepts quickly. However, only 15% said that they had the opportunity to have quality role plays with serious feedback.
We also talked with about 20 sales managers to share our early findings and get their input when researching the need for a simulation like Car Sales Hero. Most of the managers suggested a manager portal for their teams as a must-have if they offered Car Sales Hero to their reps. The managers wanted to see daily practice time reports and scenario proficiency as the key data in the portal.
Current Environment and Events Training
Our interviews with the reps were conducted during summer of 2020 in the middle of the US Covid downturn and economic uncertainty. While some buyers used stimulus payments for auto purchases, a significant number of buyers delayed their purchase decisions and lacked willingness to upgrade or commit. Reps would have loved relevant training material and ability to practice addressing those issues.
Developed directly in response to the frustrations and challenges that both experienced and new car sales reps revealed in our survey, Car Sales Hero is the new method to train and retain high performing sales reps set to take over the dealers in 2021. Early adopters will reap unfair advantages and profits with a better trained sales force compared to their peers unwilling and unable to incorporate the technology that highly profitable tech companies have used for years.