Training Automotive Sellers Isn’t Always a Smooth Ride (But it Can Be)

woman standing in car dealership

Are you struggling to train and certify your network of automotive dealerships?

Whether you are an automaker or parts manufacturer, managing a distributed field force of dealerships and keeping them updated on training and certifications can be challenging.

Ensuring this training is transferred to an expert buying experience can be difficult to measure and achieve.

Low adoption

Often, the dealer network you are tasked with training is distributed, and dealerships are not owned by manufacturers. This proves challenging when requiring training and certification for dealer sellers. In addition, dealerships often experience a high turnover of sales and service staff and use various technologies to manage their salesforce.

Traditional approaches to learning, like a push-based training approach where courses are assigned to reps, can make it difficult to achieve adoption goals across your dealers. If training is completed, it is not transferred to long-term knowledge or forgotten quickly afterward. We see this across industries, with 80% of training being forgotten after completion.

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Distributed network using out-of-date and off-brand content

Your cars, trucks, SUVs, and accompanying services are constantly evolving. But keeping a distributed dealership network up to speed on your new models and approved marketing content can feel near impossible.

One-and-done consumer engagements

All this effort in training and enabling your field force means nothing if you aren’t improving customer experiences and accelerating deals. We often hear dealers struggle to engage buyers beyond the showroom, with seemingly hot leads going dark once they leave the dealership. Those brochures are thrown away, the sellers’ emails get ignored, and the deal is lost.

Modern revenue enablement for automotive manufacturers

Leading automotive manufacturers deliver modern revenue enablement, rethinking how to train and certify their dealer networks and delight customers.

Certify a network of top-notch product specialists

Training and certifications have historically been approached as static and one-size-fits-all. This is what typical Learning Management Systems (LMS) deliver. Think of a new automotive seller sitting at a computer for the first few weeks of their job, completing onboarding videos and assessments.

To ramp new dealer sellers quickly, you don’t need just to onboard them, but everboard sellers. But do it in a way that is engaging and just as mobile as they are. Our top tips for certifying a network of distributed dealership sellers are:

Ensure sellers can access training across devices and platforms, so if they have iPads on the show floor, they can knock out required training before a prospect walks in.

Training will depend on the role and tenure of a salesperson; make your training personalized and create options for testing out of programs

Deliver various modes of reinforcing knowledge, like using short videos followed by a quiz instead of long-form text-heavy documents.

Don’t wait for a customer to walk into the dealership for reps to practice their pitch; use AI for realistic pitch practice.

Hear from Navistar on why they plan to use AI to prep their network of sellers for every consumer interaction.

Keep your dealer network up-to-date and on-brand

You have a brand to uphold, and with a network of dealerships, new sellers continually being hired, and new products and services launched, it can feel like you have little control over what is being pitched out in the field. With a centralized approach to training and content in a single platform, you can ensure your dealer network uses approved and up-to-date collateral. Our top tips are:

Make sure you have a single source for approved auto collateral so your entire network of sellers is using the most up-to-date content and have one place to find it.

It’s important for dealer sellers to be able to customize certain content based on consumer needs, but put guardrails on the content you allow to be customized to maintain brand standards and consistency across dealerships.

When sending digital content to consumers, ensure it is trackable so you can measure the impact this content is having on your car and service sales.

Deliver personalized buyer engagement to accelerate auto deal cycles

While most deals originate on the show floor, continuing the engagement and excitement past that initial interaction is often hard.

The top automakers personalize the buying experience and engage with consumers digitally to accelerate deal cycles and get to a final signature faster. To do this, we suggest:

Centralize your buyer engagements with a persistent digital room that includes vehicle collateral, services information, and a single location to collaborate with the dealer seller

Create a clear and concise action plan on how to buy a vehicle, including financing information.


See how Ford launched Ford University to train their dealer network and create a transparent and simple buying experience.

By reimagining your approach to training dealership sellers, you can transform sales for your network of dealers and deliver a transparent and personalized buying experience for your consumers.

Train Auto Sales Reps better with Mindtickle

Deliver modern revenue enablement by rethinking how to train and certify your dealer networks.

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