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Who's the "Best" Automotive Sales Trainer? I will tell you who!

We have seen them all plastered across every social outlet, marketing campaign, Digital Dealer, NADA, mailers and word of mouth; many Automotive Sales Trainers with all sorts of tactics, ideas, creativity, amazing closing techniques, to even creating a unique meet & greet.


I have had the chance to be part of trainings provided by Grant Cardone, DealerSynergy, AIT Technologies and many more trainers nationwide. Whatever I can get my hot little hands on I would jump for it. Then it dawned on me that there was something more about who the “Best” Automotive Sales Trainer is.


When working for the website technology company TK Carsites, 90% of all my demos & trainings conducted, many Owners, GMs, Sales Managers etc. asked how to create an effective team to be more productive and such. I always went back to an inspiration of an amazing manager, Tom Gordon, as an example in just about each & every one of those demos. It comes down to the team leader & management.

Here is an example of Tom Gordon. Yes I have had the honors of working directly with & managed by him when selling used cars at Williams Auto Max AKA The Pirate Ship. Yes those were some fun times!


The team was turning over 200+ cars each & every month, each & every day we were hungry for more.


How did we do that? What tools did we have? What driven us? We were experts at what we did & we thank him for developing our skills & providing the tools we needed to be successful.


Tom Gordon…. He is the one who has established a team of superior salesman with amazing techniques that have been following his lead since I have known them. Well over 7 years & trust me they were following him way before I had the pleasures to meet him when I asked to sell cars for him.


Tom has been trained from Jackie Cooper (early 80’s), Verde, Cardone, Stuker & many other amazing trainers in the nation of the Automotive Industry but what makes Tom unique & to create such an effective team?


He is a Hybrid Byproduct of this industry. Those were his exact words.


As the years passed by he has now taking on the management of Rightway Auto owned by Garber Auto Group. Their new location is in Traverse City, MI and getting ready to start making a large stamp in Northern Michigan with many more to come.  Keep in mind he does have his amazing sales team pumping out the cars for him too.


What do I mean by all this?


You can get top dollar training anywhere & everywhere you look however what it comes down to is taking in the knowledge and fully implementing it to yourself & your team. Why not share your education with your team when you can provide them with the tools for their success?


Remember they are the ones selling the cars for you!


You can’t just take the training, use it for a month then not follow through with it anymore. Yes things do change but keeping that rhythm of knowledge within their minds can help alleviate bad selling habits, keep them on track, enjoy the passion of selling & sharpen their techniques.


How many of you still role play with your team? Do you get out there to help shovel the snow off the cars with your team or even blow up balloons?


Just those simple tasks can help you motivate your team, encourage them because again YOU are the team leader & wouldn’t you like them to follow you throughout your career while at the same time you can provide them a successful career!


All views & opinions are soley based upon the author only. Jennifer Schrader

Views: 1724

Tags: auto, automotive, best, sales, selling, trainer, training


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Comment by David Ruggles on September 30, 2011 at 1:31pm
I learned at the feet of Clint Maghee and worked for Ernie "Tex" Prichard.  I was always a Jackie Cooper fan.  This week a sat in the audience with F&I trainer George Angus.  I've been a trainer/speaker for twenty years and have some perspective on this.  George just moved into the top 3 on my list.

Comment by Aj Maida on September 30, 2011 at 12:15pm
"Everything I learned that was important in life is all the stuff I learned after I knew it all"
Comment by Tom Drommond on September 30, 2011 at 9:33am

Leadership and the trust of fellow managers are the truely keyes to success online.  When the used car manager isn't afraids of the prices you've put on cars, the new car manager knows you are pulling hard to maintain gross, when the general manager trust your judgement on vendors, process and people, success is nearly a given.  I depend on the support of my fellow managers.  I can count on them to polish each salesperson's presentation and help them close anything they put in front of them.  Salepeople that are confident in their manager's support are more creative, take risks and work harder.


With my team, we are always talking about doing the right thing poorly over doing the wrong thing, well.  When I hear a salesperson say, "I just want to take ups" or "This internet thing is a chasing game", I know they are retreating back to what they think they do well, even though they've decided their future depends on mastering online sales.  They revert to doing what they know is wrong, but doing it well, rather than look foolish or incompetent.  The best trainers/managers understand that doing the right things poorly is temporary and teachable.  Our high need for achievement keeps us from taking the risks neccessary to break out from the crowd and truely achieving greatness. 


Good training begins with understanding that this high need for achievement and the desire to look competent are crucial in getting a salesperson to that next level of success. Salespeople muscling their way through only goes so far.  The sales managers in the dealership are the most likely people to identify and train around this stumbling block.  Outsiders bring preconseptions and assumptions from other dealerships into our store.  Sometimes they bring the other dealer's problems to my store. There's noboby better positioned to affect training than the manager on the desk, at the point of the spear, fighting for every deal for every salesperson.  Train your staff that you are that manager and I believe they'll follow you to the gates of hell.  I also think the days of seperate Internet Managers and Sales Managers are behide us.  Every salesperson and sales manager needs to be an online pro, phone pro and lot pro.  To ignore this is the same as saying, we only sell to red-heads and brunettes.  Blondes are too much work, don't leave enough profit and give bad CSI. Sounds just as silly as "I don't do internet, I need to be face to face"  or "That internet thing is too much work for too little sales" Any manager that allows that comment to go un-addressed is a part of the problem.  Any manager that would allow their sales team to pick who they will and won't serve is cursed to failure.  It wouldn't help if Grant Cardone lived in the their dealership.

Comment by Jason Mickelson on September 30, 2011 at 9:26am
The great Sam Walton (founder of Wal-Mart) looked up to most people he met.  He tried to learn something from everyone and every place that he visited.  Maybe the trick is taking time to listen and look for the truths that have already been discovered.  I believe that you can learn from the good and the bad that others around you are doing.  If you see something good, try to re-create it in your own world.  When you see something not going well, recognize the negative and avoid making the same mistake in your day-to-day.  As mentioned, try to learn something every day.  Life isn't about working harder, it is about working smarter!
Comment by aaron kominsky on September 30, 2011 at 8:14am
Well I think the best trainer  is the ones you learn the most frim and apply them to your success, each and every trainer offers something diferent  to addd to your book of knowledge, for example , Jen, My days began with the likes of Joe Girard, Jackie Cooper, Cilint Maghee, and then of course , Grant Cardone , who gave me  the best training I ever recieved, There are so many  out there who are just fantatic social media  has David Johnson Raloh Pagilia, Brian Pasch, GlennPasch JD RUCKER, Joe Webb, Jared Hamilton, I could name quite  a few and if I missed any I apologize , but again you take away soe great ideas at every seminar or blog , I do  andI am a trainer , so I learn everyday and love it.  Grea Post Jen  should bring out a lot  of dscussion .

Comment by Diane Anderson on September 30, 2011 at 7:44am
Great post! Ultimately, IT is about continuing education (being a student of the business) and teamwork -- well said!

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