The #1 reason why people don’t get trained at car dealerships is FEAR!!!
It’s very simple. The #1 reason why people don’t get trained at car dealerships is FEAR!!! Because the dealers are afraid that those people are going to leave once they are properly trained, or ask for more money. Ownership sadly looks at training as “investing in educating their future competition.” Hence, you end up with an uneducated atmosphere with poor morale, where dealerships do not train salespeople.
Many sales managers are also afraid that if their sales people get “too good” at what they do, those people could potentially take their job down the road. This should not be up to those managers to decide. The decision to implement regular training comes from top management - Ownership and the General Manager. If they don’t care about it, why should those that report to them?
When done properly, salespeople realize that most dealerships don’t offer in-depth sales training, and are happy to have a management team who supports their growth and development. Studies have shown that dealerships who train their salespeople retain those salespeople for longer periods of time, on average. Morale is typically higher in those stores as well. It’s a shame that more car dealership managers don’t understand this.
When successful, the benefits greatly outweigh the cost.
This article is a follow up to my last post, What Happened to Managers Training Salespeople at Car Dealerships?