The Importance of Technical Knowledge in Modern Auto Sales Training

Technical knowledge is becoming increasingly more important in modern auto sales training. In the past it was sufficient for salesmen and women to be able to explain to customers how their cars should be serviced and answer general everyday questions such as what the carburetor does.

In fact, even these questions were few and far between because cars driven by gas (petroleum) powered internal combustion engine had not changed much since Karl Benz’s invention in 1885. Yes, various aspects of car design had changed significantly but not the way they were powered. Today we have alternatives.

Staff selling automobiles today must be trained in the differences between the various fuel types: gas, diesel, electric, LPG and whatever else is developed. The days are gone when new developments in automobiles and other vehicles take years to come into production, let alone become available to regular customers.

Potential Questions on Modern Automobile Technology

Here are some of the technical aspects of automobiles about which your sales staff are liable to be asked, and for which they will be expected to have expert knowledge.

• What’s the difference between diesel and gas?
• Is diesel cheaper than gas and are diesel cars harder to maintain that regular cars?
• What’s a hybrid?
• How do hybrid running costs compare to diesel and gas?
• How do I change from gas to electric in a hybrid?
• Where is the nearest electric car charging point to me?
• Will an electric car get me to my work every day for less cost than another fuel?
• What’s a hydrogen cell?
• Are hybrids/electric/hydrogen cell cars easy to maintain — can I fix faults myself?

If you sell vehicles that use any of the above alternative energy sources then visitors to your dealership or car lot will expect you to be able to answer these questions — or questions like them. You can likely think of several more — perhaps through experience!

Importance of a Car Sales Course

Do you have a training course that helps your staff find out where to get this information? Do you teach your staff — or even yourself — these basic fundamentals of modern car technology? Or do you expect them to teach themselves? It is extremely important that your auto sales personnel are aware of each of the above auto fuel options and are able to answer questions about them. But that’s not all they must know!

Another aspect of auto sales knowledge that has changed in recent times is the interaction between prospect and salesperson. Has every member of your sales staff been trained in how to approach and communicate with a new visitor to your lot or showroom? If the first approach and interaction goes wrong, then you can forget about that prospect becoming a customer.

The days are well gone when you could take on a new salesmen or women with little or no sales experience and expect them to learn on the job. Effective auto sales personnel are now well-trained people who understand sales psychology as well as every car on the lot! They can answer questions on hybrids and power cells, and offer advice based on sound technical knowledge.

Sales Staff Auto Sales Training

However, it’s the approach that counts, and how auto sales personnel can interact with prospects that make the difference between a sale to a happy customer and a disgruntled prospect walking off the lot to go somewhere else. A car sales course can make the difference between success and failure, and by sending staff to an auto training course, you can make a significant improvement to your sales figures.

If you are an individual with a desire to make auto sales your chosen career, a recognized car sales course can make all the difference to you as well. By showing a prospective employer your course diploma, you will put yourself ahead of all those applicants without one.

So what is needed by successful car sales staff today — male or female? It is a knowledge of cars and their alternative power sources, and also proper training in how to sell the; how to approach visitors and convert them into new customers; how to retain the customers you have and how to send everybody way so impressed that they will sing your praises to everybody willing to listen! A car sales course can offer most of this — if not all!