How to Optimize Auto Dealership Training Programs in 2024

Employee turnover is costly and time-consuming, not to mention bad for your brand. Sadly, a leading cause of high turnover is ineffective training or worse, no training at all. 

In a recent study, 41% of employees say they plan to leave their employer due to lack of training. If nothing else compels you to engage in-dealership training programs, let it be this. 

Importance of Effective Dealership Training Programs 

But wait, you can’t just sign your staff up for any old dealership training program. You want the training to be impactful, effective, and results-oriented. Your staff wants that, too. Well-trained staff are happier, more productive, and more likely to contribute to your bottom line. While it might seem like a costly venture to train and develop employees, the opposite is true. 

Gretchen Seidel, an Automotive Consultant at Seidel & Co emphasizes the importance by stating that:

“Effective dealership training is crucial as it directly impacts customer satisfaction. A well structured training program improves team skills, boosts morale, and drives success. That success equals increased profits.”

She adds that:

“People feel appreciated when a company prioritizes training, which will create a dynamic workplace that enhances the customer experience.”

To further emphasize the importance of dealership training, you can expect to receive $3.53 in return or every $1 invested. That’s a 353% return on your investment. So, yes, it’s an investment, not an expense. Even if you fall short by a lot, your company will still benefit tremendously from putting money into L&D. You can expect: 

• Happier employees: Employees feel more valued in their jobs when they receive regular training. They also experience career growth. These both add up to happier employees. 
• Lower turnover rates: Happier employees mean less turnover. Why would they leave if they’re happy?
• Greater customer satisfaction: And, of course, customers who work with joyful employees are more likely to be satisfied with their experience. They also like seeing the same employees each time they show up at your dealership. 
• Higher profits: Happy employees and satisfied customers naturally lead to higher sales and greater revenue. Your employees buy into your brand, and your customers buy your products. Combined, your company sees an increase in profits overall. 

Of course, all of this data hinges on the fact that your training programs are effective. Your staff must feel like the learning and development speaks directly to them. The material should also be up-to-date and relevant to their specific workplace and experiences. 

How to Improve the Training Programs Your Personnel Completes? 

74% of employees feel they aren’t reaching their full potential due to a lack of training. This statistic likely means that you have staff members who could be performing better, much better. And all they need is a little extra on-the-job education. 

They want to be better at their jobs, but they don’t feel equipped. How can you help them? 

Conduct Surveys Regularly

You can start by asking them. Seriously. Understanding your employees and what drives them can be a huge opportunity for growth. 

Conduct regular surveys to check in with your employees. And be sure to make it clear that you want to hear from them; they won’t be penalized for criticizing the company.

Start a conversation that will help you get the pulse of your employee’s experience. Then, you can streamline training programs to fit their needs. 

Customized Training Programs

Yes, you want streamlined, customized training programs. You don’t want to just hand your employees a book and expect results. 

Instead, you can offer live training, one-on-one coaching, and personalized learning options. This type of training goes above and beyond simple learning. It shows how much you value your staff. 

Seidal adds that “you need to customize programs to meet your team's specific needs. It’s not a one-size-fits-all solution. If possible, customization should be for the individual, as everyone learns differently.”

Incorporate Information to Keep Up to Date with Sales Techniques

One major shift in the last few years has been the number of people buying cars online. Before the pandemic, almost no one wanted to purchase a car sight unseen. 

Today, 48% of customers begin their car shopping experience online. This means your employees must be trained on how to properly complete an online sale or an opportunity that starts online and makes its way to your showroom. 

This is just one example of why L&D must remain relevant and current. Your staff needs to feel empowered and knowledgeable to be their best at work. 

Incorporate Information to Keep Up with the Changing Culture

In addition to product and sales knowledge, you also want your staff to have their fingers on the pulse of the market. Effective training will ensure your team members understand the challenges facing dealerships today, as well as how to respond to those challenges. 

Help employees stay up-to-date with cultural changes by having regular meetings to discuss current events as they relate to the automotive industry. Get involved with your community through outreach programs, and listen to the concerns of your potential customers. 

Embrace & Leverage Technology

Finally, it’s 2024. Dealership staff development must include technological advancements. Your staff must be able to text and email customers in a timely manner. 

They should know how to reach out and respond online appropriately. And they absolutely must learn to read data analysis to help them improve their customer service and sales. These elements of training are key to the longevity of your business. 

Your employees should have smartphones, laptops, and access to software programs that offer ongoing training, insight into analytics, and your customer database. These tools are all ways to empower staff to reach their full potential. 

The Importance of Ongoing Training and Development

In the end, you’ll want staff members who are not just well-trained when they’re first hired. Your team should be continually engaged in learning and development. This ongoing training process will help ensure your employees remain satisfied at work, which means they’re more likely to stay. 

It will also contribute to more content customers because they’ll be getting top-quality customer service. 

And because employee training is an incredible investment, you can feel good about providing it at regular intervals. Effective, relevant dealership training programs will keep your company competitive and your employees marketable. There’s really no downside. 

Frequently Asked Questions 

How do profitable dealership training programs typically work?

They include training specific to the automotive industry and are directly informed by modern-day customer service and sales needs. They also speak to your employees' various learning abilities.

How can I choose the right dealership training program for my team?

It’s always a good idea to review the training materials any program offers. Also, read reviews or testimonials, ask for references and case studies, and ask for a free consultation or demo. Quantum⁵ offers a trusted dealership training program. 

How often should training content be updated?

In the automotive industry, given the rapid pace of technology, training content should be updated at least once per quarter.