When you first dive into the world of car sales training, it’s easy to get bogged down in a sea of generic advice and cookie-cutter solutions. Ironically, the one-size-fits-all approach doesn’t really work for anyone.
The reality is that effective training is tailored for each salesperson and the unique dynamics of every dealership. But that’s just one of the many qualities that separates a superb training program from the pack.
So, what should you look for in car sales training programs? We’ve narrowed it down to 7 key elements.
#1: Personalized Training
Every salesperson brings a unique combination of experience, talents, quirks, and potential to the table. Top-tier training doesn’t mold agents into a predefined shape—it understands and shapes their individual strengths while addressing areas for improvement.
A personalized training program helps your agents grow in a way that feels authentic to them. When agents receive evaluations, they’re tailored to their unique skills and strengths. When they’re encouraged to grow, it’s based on a real understanding of their possibilities.
#2: Deep Dive Learning
Selling a car isn’t just about knowing all the features or being able to read a script with confidence. It’s about understanding the nuances of social interaction, reading the customer, and adapting on the fly. A standout training framework goes beyond the basics and gives your sales agents comprehensive skill development.
The best programs combine the four cornerstones of phone sales: knowledge (knowing what to say), skill (knowing when to say it), consistency (positive habits), and confidence (self-belief). Salespeople come away equipped with the “what” but also the “how” and the “why” of effective communication.
#3: Feedback That Fuels Growth
Occasional bursts of inspiration are great, but it’s the daily grind that truly shapes an agent. It’s consistent, actionable feedback and effective practice that build lasting expertise. When you’re looking at car sales training programs, consider whether they ensure “stickiness” with a cadence of regular touchpoints and evaluations.
Detailed performance reviews will highlight both strengths and areas for improvement—key considerations in helping an agent hone in on their potential. Over time, these nudges will form habits in your sales team and reinforce what they learned. Your agents will gain a better understanding of themselves, but they also learn how to continuously improve long after the training program has ended.
#4: Confidence Building
Beginner salespeople might think confidence is feeling relaxed while running their pitch. But real confidence is more than swagger and a strong handshake. It’s having the assurance to navigate tricky situations and make smart decisions on the fly.
By providing realistic training scenarios paired with constructive feedback, a solid program conditions your agents to build genuine confidence—the kind that goes beyond following scripts and truly connects them with customers.
#5: Active Coaching & Real Interactions
While sales theory can get an agent past the starting block, it’s the on-the-ground application that truly tests their mettle. The most impactful training programs seamlessly blend active coaching with on-the-job experiences. Active coaching is essentially working one-on-one with each agent, giving them the skills and knowledge to handle the phones confidently.
Active coaching can include initial certification, scripting, critical feedback sessions, personalized sessions, and mystery shops. These practical exercises challenge your salespeople, testing their limits and turning their book smarts into street smarts.
#6: Milestones That Motivate
Performance reviews are great for identifying growth opportunities, but meaningful milestones are what keep agents going. Smart training programs capitalize on your sales team’s desire to see markers for their progress.
Phone Ninjas, for example, offers certification incentives, like our Perfect Score Contest. Perfect scores are entered into a drawing to win a trip to Hawaii along with a sum of cash. But a perfect score is more than just a chance at a well-earned vacation—it distinguishes an agent as truly capable, signifying their commitment to excellence and showcasing their skill. When agents have goals to strive toward, it adds dimension to their motivation, pushing them to hone their skills and push for new heights.
#7: Real Sales, Visible Results
When a program doesn’t deliver the goods, it won’t be hard to figure out. The best car sales training programs will show demonstrably more contact info in your CRM, faster call times, and better appointment set rates. Great training programs will combine all the traits we discussed previously: that means they listen to, score, review, and coach each agent individually. One that simply offers generic sales advice that all agents should follow religiously is going to change very little.
These one-size-fits-all programs might boast about their effectiveness, but they use vague language when it comes to measurable results. When you’re looking for a training program, don’t be afraid to ask what kind of improvement you’re likely to see. It’s your business, and they should set expectations.
Choosing the Right Program for Your Business
The program you choose should “fit” who you are as a brand, a team, and a dealership. Finding one that understands your agents as individuals can make the difference between delivering results and hoping for improvement. As you evaluate your options, remember to look for these 7 elements that make car sales training programs truly great.
One of the key features that makes Phone Ninjas a true disruptor in this industry is our commitment to ongoing coaching. After initial certification, we break up training sessions into bite-sized, relevant pieces of guidance tailored to each sales agent and their continuous improvement. No generic advice, and no one-time training that leaves your team dazzled… but not confident.
Ready to see it in action? Schedule a demo today!
As the Vice President of Phone Ninjas, Chris delivers leadership, coaching, and mentorship to 55 team members providing software sales and phone skills coaching. He fosters powerful partnerships and collaborations with leaders across various business sectors, establishing expectations, communicating vision, and escalating performance to maximize productivity and effectiveness.