How can you customize aftermarket sales training to your team's needs?

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Aftermarket sales are a great way to boost your profitability and customer loyalty in the automotive industry. But not all sales teams are equally skilled or motivated to sell accessories, warranties, or service plans. How can you customize aftermarket sales training to your team's needs and help them reach their full potential?

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1 Assess your team's strengths and weaknesses

Before you design or implement any training program, you need to know where your team stands and what areas they need to improve. You can use various methods to assess your team's performance, such as sales reports, customer feedback, mystery shopping, or self-evaluation. Based on the results, you can identify the gaps in your team's knowledge, skills, or attitudes and prioritize the most urgent or impactful topics for training.

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2 Choose the right training format and delivery

Depending on your team's size, availability, and learning preferences, you can choose from different training formats and delivery methods. For example, you can opt for online courses, webinars, podcasts, videos, or e-books that your team can access anytime and anywhere. Alternatively, you can organize live workshops, seminars, coaching sessions, or role-playing exercises that allow for more interaction and feedback. You can also combine different formats and delivery methods to create a blended learning experience that suits your team's needs.

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3 Align your training with your goals and values

Your training program should not only address your team's weaknesses, but also reinforce your goals and values as an organization. You want your team to understand the benefits of aftermarket sales for your customers, your dealership, and themselves. You also want your team to adopt a customer-centric approach that focuses on solving problems, creating value, and building relationships. Your training content and activities should reflect these principles and show how aftermarket sales can help you achieve them.

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Daniel Coleman, Jr.

Finance & Insurance Manager at Vann York Auto Group
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To keep training engagement high it’s a must have to align the goals of the dealership and of your salespeople to the training. When all three are in synergy, you’ll create positive habits that makes it easy to carry out goals everyone sees important. The great reviews from customers will flow in!

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4 Involve your team in the training process

One of the best ways to customize your training program is to involve your team in the training process. You can ask your team for their input, feedback, or suggestions on the training topics, formats, or methods. You can also encourage your team to share their best practices, challenges, or tips with each other and learn from their peers. By involving your team in the training process, you can increase their engagement, ownership, and accountability for their learning outcomes.

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5 Evaluate and adjust your training program

Finally, you need to evaluate and adjust your training program based on the results and feedback you get. You can use various metrics to measure the effectiveness of your training program, such as sales volume, revenue, margin, customer satisfaction, retention, or referrals. You can also collect feedback from your team and your customers on the quality, relevance, and impact of your training program. Based on the data and feedback, you can identify what works and what doesn't and make the necessary changes to improve your training program.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you customize aftermarket sales training to your team's needs?

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1 Assess your team's strengths and weaknesses

2 Choose the right training format and delivery

3 Align your training with your goals and values

4 Involve your team in the training process

5 Evaluate and adjust your training program

6 Here’s what else to consider

Automotive Sales

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How can you customize aftermarket sales training to your team's needs?

1

2

3

4

5

6

1 Assess your team's strengths and weaknesses

2 Choose the right training format and delivery

3 Align your training with your goals and values

4 Involve your team in the training process

5 Evaluate and adjust your training program

6 Here’s what else to consider

Automotive Sales

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