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Old school meets new school in dealerships - September 12, 2009
Young, plugged-in salespeople join savvy veterans with instincts for customers' needs
In the 1970s and '80s, if you had a passion for cars and enjoyed working with people, you could earn a decent living as a car salesperson.
Those skills are still essential, but men and women entering the sales profession these days bring an entirely new set of skills and qualifications to the job.
That's not to diminish the credentials and achievements of sales veterans, who have been selling for decades. We employ one such a veteran; his name is John.
John began his sales career in the early 1980s. He worked in the service department for several years before moving to the sales department. We're glad he did.
John came to sales with a strong understanding of the service side of the business. This served him well in discussing maintenance and "under the hood" issues with customers.
Some people are natural salespersons. They possess a raw talent for salesmanship and become better at their jobs with practice. They learn how to put customers' needs first, which explains why industry veterans like John do so well.
Those entering the sales profession today usually have more schooling and training than their predecessors did a decade ago.
Take Dennis, for example. Dennis is a relative newcomer to automotive sales and leasing. He worked as a co-op student at our dealership while enrolled in the Canadian Automotive Institute's (CAI) four-year degree program in business and automotive management.
After he graduated, Dennis decided to forego his initial goal of working in the corporate sector of the industry. Instead, he chose a job at the dealership level, motivated by his earlier experience as a student.
He first worked as our e-commerce manager, coordinating email leads and correspondences. Then he moved into sales.
In addition to his automotive degree, Dennis was required by law (as are all new salespeople working in Ontario) to complete an Automotive Certification Course from CAI. The Automotive Certification Course instructs salespeople in the laws, regulations and practices of selling cars, as outlined in the Motor Vehicle Dealer Act. It's regulated by the Ontario Motor Vehicle Industry Council.
Dennis's extensive education and dealership experience aren't the only qualifications he brings to the job. His Internet skills and his use of communication tools enable him to work more efficiently than those who aren't as experienced with new technologies.
According to Dennis, knowledge of computers and the Internet is just as critical as the academic training he received at CAI.
Since most customers go online to research makes, models and dealerships, it's incumbent on Dennis to know as much as his customers about vehicle financing, features, benefits and accessories.
Knowledge of the Internet extends to social networking as well. Sites like Facebook, Twitter and MySpace (and digital services like text messaging) are an integral part of Dennis's world, which helps him to communicate with clients.
Dennis recently made an astute observation. Comparing his role in sales to that of salespeople from a generation ago, he said, "Today you're not just selling the deal; you're selling the product and the dealership."
That's so true. In sales, it's all about the product and the dealership experience. Competition is so great among dealers that if one store can't provide the information and service a customer requires, a dealership down the street will.
If you are considering a career in automotive sales, I recommend talking to experienced salespersons and sales managers.
They'll provide an overview of the business so that you can determine if this is the career for you.
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