Participants will learn why training is by far the most valuable investment that any dealership can make providing higher ROI than any other initiatives, including marketing, advertising and branding. The workshop will focus on the most important curriculum needed for sales professionals to sell more cars, more often and more profitably. There is so much more than the ”road to the sale” and product knowledge to be successful at selling cars and a reason why the average sales consultant sells 9.6 units per month while there are professionals that average 30, 40 and even 50 units per month. consistently.

1. Training is By Far Your Highest ROI For
Your Dealership
Sean V. Bradley, CSP
Founder and President |Dealer Synergy | Audubon, NJ
(267) 319 - 6776 | seanb@dealersynergy.com
@seanvbradley
#NADASHOW

2. The views and opinions presented in this educational program and any
accompanying handout material are those of the speakers, and do not
necessarily represent the views or opinions of NADA. The speakers are not
NADA representatives, and their presence on the program is not a NADA
endorsement or sponsorship of the speaker or the speaker’s company,
product or services.
Nothing that is presented during this educational program is intended as legal
advice, and this program may not address all federal, state, or local
regulatory or other legal issues raised by the subject matter it addresses. The
purpose of the program is to help dealers improve the effectiveness of their
business practices. The information presented is also not intended to urge or
suggest that dealers adopt any specific practices or policies for their
dealerships, nor is it intended to encourage concerted action among
competitors or any other action on the part of dealers that would in any
manner fix or stabilize the price or any element of the price of any good or
service.
2

3. About Me
Founder & President
of Dealer Synergy.
Best Selling Author
“Win the Game of Googleopoly.”
8 Time Convention Speaker
at NADA / ATD.
3

4. About Me
25,000Automotive
Professionals & 1,100
Unique Rooftops Trained.
Over 18 years in the
Automotive Industry.
4

5. Current Situation Analysis
Dealers Have High Turnover
Total Dealership employee turnover
rate has now increased to
43%(source - NADA)
5

6. Current Situation Analysis
Dealers Have High Turnover
Turnover on the Showroom Floor
rate has now increased to
70+%(source - Automotive News)
6

7. Current Situation Analysis
Low Performing Sales Professionals
The median weekly earning
for dealership employees is
$1,035(source - NADA)
7

8. Current Situation Analysis
Unhappy and Underappreciated Workforce
High employee engagement is a result of how the
company is managed & employees are treated.
(source - Automotive News)
8

9. Current Situation Analysis
Low Online Reputation Scores
Positive Online Reviews are
SO IMPORTANT!
9

10. Current Situation Analysis
Minimal Usage of Technology (Like CRMS, etc…)
Only 44%of average dealers are properly
utilizing their CRM, with only an 11%reply rate
for emails sent through the CRM.
10

11. Current Situation Analysis
There is a large excess of
“Orphan Owners” in CRM / DMS!
11

12. Statistics - Automotive
70% Attrition Ratio
Plagued with Mediocrity
Average Dealership delivers 96 units
Average Salesperson delivers 9.6 units
12

13. The Biggest Time Wasters:
Gossip - 42%
The Internet - 39%
Social Media - 38%
Snack / Smoke Breaks - 27%
Noisy Coworkers - 24%
Meetings - 23%
Email - 23%
Co-workers dropping by - 23%
Cell Phone / Texting - 50%
Statistics - National Workforce
13

14. Dealers Spend a TREMENDOUS Amount on
Driving Traffic, but NOT NEARLY enough on
TRAINING their team!
14

15. The Average Dealership spends $64,000 per
month in Advertising or $640 per car sold in
Advertising!
15

16. The Average Dealership spends less than
$1,000 per month in training, which is also...
16

17. ...less than $100 per Sales Consultant in
Training per month, or less than $10 per car sold
per month in Training.
17

18. “Training” Encompasses...
18
Onsite Training
Virtual / Video On Demand
Workshops / Conferences
OEM / Vendor Partner Training

19. What’s Worse?
Some Dealers don’t
even invest in THAT!
19

20. What’s Also Bad
The Dealers that DO invest that less than
$1,000 per month in training are investing in
BAD and/or ANTIQUATED Training!
20

21. Practice Does NOT Make
“Perfect”... Practice Makes
PERMANENT!
21

22. Typical Training for Sales Consultants
OEM Product Training
“Road to the Sale” Training
BASIC CRM Training
22

23. We assume they know everything. We
expect them to just magically be able to
do everything and do it commission
based…with no money upfront.
23

24. Managers run around saying “Car Sales”
is LIKE “Owning Your Own Business!”
BUT...
24

25. HOW is That Even Possible?
If we do not “TRAIN” Sales Consultants
on “How to be a Business Owner /
Entrepreneur?
25

26. What You Should Know
“The Secret” to Being An Entrepreneur is
MINDSET “The Laws of Attraction”
and SKILLSET - The “7 Habits of Highly Effective
People”and Time Management
26

27. What You Should Know
27
Projecting / Forecasting
The 8 Ways to Sell a Car

28. Value Package Proposition
28

29. What You Should Know
Dealership Information
Orientation
Employee Handbook
Mission/Vision Statement
Community Involvement
29

30. What You Should Know
Pay Plan
Dealership
Bonus / Spiffs
OEM Spins
OEM Incentives, Rebates, Programs, Specials
Inventory
New
Used
Unique
30

31. What You Should Know
Communication Resources / Types
Phone
Text
Email
Video
Conference
Text
Chat
Social Media
Chat
31

32. What You Should Know
Technology
Computers
Tablets/iPads
Search / Search Engines
Google
YouTube
Apple Siri
Amazon Alexa
Telephones / Headsets
32

33. What You Should Know
Technology
Typing
Spelling
Grammar
Chat
CRM
Ecosystem
Templates / Scripts
Action Plans / S.O.P.s
Taking Notes
33

34. What You Should Know
Technology
DMS
Dealer Website
Personal Website
Vendor Websites
Data / Equity Mining
OEM Technology
Hand-Raisers
34

35. What You Should Know
Technology
Video / Video Production
YouTube
SEO
Microsoft Office
Word
Excel
PowerPoint
35

36. What You Should Know
Technology
Online Reputation
Google Reviews
Video Testimonials
Yelp
Edmunds.com
Cars.com
Dealer Rater
36

37. What You Should Know
Technology
Social Media
Facebook
YouTube
LinkedIn
Instagram
Twitter
Pinterest
Social Media PAID Ads / Campaigns
37

38. What You Should Know
Personal Resources
Typing
Public Relations “PR” (Positive Propaganda)
Networking
Referral Generation
Prospecting
Speaking
Appearance / Hygiene
38

39. How do you organize ALL
OF THAT?
39

40. One Piece at a Time
How Do You Eat an Elephant?
(One Bite at a Time!)
Level 1: 0-3 Months
Level 2: 3-6 Months
Level 3: 6-12 Months
Level 4: 1-3 Years
40

41. One Piece at a Time
Define Your (Custom) Levels
Level 1 Level 2
Level 3 Level 4
1. What should they know?
2. What should they be able to do or
accomplish?
41

42. Create Certifications that
Correlate with the
PAY PLANS.
42

43. Use a Virtual Training Platform For Accountability
Training
Tracking
Testing
Certification
43

44. Use a Virtual Training Platform For Accountability
Customize The Virtual Training Platform With:
Your Dealerships Orientation
Employee Handbook
Sexual Harassment Compliance
Mission, Vision, Value and Social Responsibility
CUSTOM Curriculum Outlined in this Presentation
44

45. 45
Basic Product Knowledge
Basic Road to the Sale
Basic CRM
What You ARE Doing What You SHOULD be
Doing
VS.

46. THANK YOU!
46

47. Questions
47

48. Training is By Far Your Highest ROI For
Your Dealership
Please visit the NADA Pavilion
in the Expo Hall for information
on accessing electronic versions
of this presentation and the
accompanying handout
materials, and to order the
education video recording.
@seanvbradley
#NADASHOW
Sean’s
Headshot
Here
Sean V. Bradley, CSP
Founder and President |Dealer Synergy | Audubon, NJ
(267) 319 - 6776 | seanb@dealersynergy.com