The Automotive Sales Training Used By A Top 30 Honda Dealer

Don’t let great business create bad habits.  While volume is down, grosses are through the roof and business is good.  Automotive sales associates can easily close more deals and sell more cars in today’s climate.  But what happens when the market goes back to normal.  This is why the GM of one of the largest Honda dealerships in the world invested in the #1 automotive sales training, tracking, testing, and certification platform: Bradley On Demand.  By utilizing the 24/7 virtual training program, The Millionaire Car Salesman Facebook Group, and The Millionaire Car Salesman Podcast, he is setting his team and dealership up for success.

This week on the Millionaire Car Salesman Podcast, Sean V. Bradley, CSP dives deep into how anyone can be successful in the retail automotive industry.  While there are many different traits, skills, and characteristics needed, there are two key pieces that cannot be missing.  By investing in yourself and your team with the best automotive sales training platform and pairing this with a persistent drive for success, automotive sales professionals can take their talent to unthought of levels.

Joining Sean today is David Holmerud, the GM at Norm Reeves Honda Superstore Irvine in Irvine, CA.  Norm Reeves Dealerships has the #1 Honda dealership in the world, and while Dave is not the GM of that store, his store is in the top 30.  His dealerships successfully closes more deals and sells more cars through a persistent approach and utilizing the Bradley On Demand automotive sales training platform.

About David Holmerud

Dave Holmerud started in the auto industry as a sales associate for an event company.  It was a rough start for him; however, Dave finally sold his first vehicle and took off from there.  He worked in this role for five years before transitioning to a dealership employee.  Then, he worked his way up the ranks through his persistence, determination, and working hard.  Eventually, his work ethic paid off and he became the GM of one of the largest Honda dealerships in the world.

Show Notes: The Automotive Sales Training Used By A Top 30 Honda Dealer

Being Persistent Will Help You Close More Deals & Sell More Cars

Dave ties much of his success to his persistence.  The number one thing Dave learned is that “persistence will wear down resistance”.  If you persist to be successful and resist all the resistance that life has given you, you are going to be successful in the end.  It doesn’t matter who it is or what the objection is, you need to keep pushing through.

Persistence In Automotive Sales

The rules of engagement for following up is being persistent.  It is the whole purpose of following up with somebody.  Not only do you need to be able to identify a target of opportunity or a prospect, but you must persistently attempt to contact them.  Once you engage that prospect, you then have to qualify them and identify their wants, needs, and expectations.  Then you need to present what makes you and your dealership different, also known as your value proposition package.  

It is also important to remember that not everybody wants, needs, or is ready to purchase a vehicle today.  Not only is it your job to create excitement and value, but you must also create a sense of urgency.  Despite all of that, you are going to get a myriad of objections and rebuttals.  This is where you need to be persistent.  Your persistence will wear down the persistence.

Persistence In Staying At Your Dealership

Persistence comes in many forms, one of which is not bouncing around from dealership to dealership.  To be successful, you need to find roots.  For example, the top car salesman in the world, Cody Carter, developed roots in his community.  Like Cody, the top sales associates are able to sell over 100 cars each month.  They accomplish this not only through repeat business, but also through referral business.  Cody would not be able to do this if he bounced around from dealership to dealership.

The Baseball Analogy To Persistence

Dave uses the analogy that it is like baseball.  He looks at his staff as a team.  He is constantly having conversations with his coaches on the team.  What players does he have?  Who’s on the bench and who is next?  This is especially true for promotions to management positions.  Too many times Dave sees bench players think the grass is greener on the other side.  They leave to join another dealership thinking they will get their turn there.  However, what happens most often is that they never get their turn there.  As a result, they end up missing out on their turn at the dealership they left.

How Dealers Can Create Longevity In Their Sales Teams

To lower attrition rates, you need to build the best team that you can.  Then, this needs to be paired with the best possible culture.  Dave approaches this by looking in the mirror.  How does he want to be treated as both an employee and as a person?  He then relays this to his management team so that it trickles down to the entire team.

Additionally, Dave is a firm believer in having a proper work life balance, which is something rare in the automotive industry.  He does not want his team working bell to bells, nor does he want his team missing out on their kids’ lives.  With this approach, Dave and his management team is able to sell his sales staff on the idea of longevity.  The resulting tenured staff leads to higher repeat and referral business.

The Focus On Automotive Sales Training At Norm Reeves Honda

The Most Successful People Invest In Themselves

Success doesn’t happen overnight.  It is typically a very long process of trial and error.  However, to speed up this process, there has to be an investment made in oneself.  The most successful people on the planet invest in themselves first.  This investment is typically through education, training, and process.  This is also true in the retail automotive sales industry.  If you want to close more deals, sell more cars, and ascend to higher levels, you need to spend time with the right automotive sales training platform.

Invest In Yourself: Not All Automotive Sales Training Is Expensive

To ascend to higher levels, you need to put in the work that others do not want to do.  In Dave’s market, many people get stuck in traffic during their morning commute.  Dave and his team listen to the The Millionaire Car Salesman Podcast on their drive to and from work.

Dave also listens to many different audiobooks on his morning drive.  Many of these books are self help and leadership development books.  Dave also suggests listening to the FranklinCovey eBook, The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change from Stephen R. Covey.  

Norm Reeves Honda’s Automotive Sales Training Platform

Why Did Dave Choose Bradley On Demand As Their Automotive Sales Training Partner?

Dave Holmerud and Norm Reeves Honda choose Bradley On Demand as their automotive sales training partner because it is more relevant to today’s car business.  Not only are the training materials and subjects on Bradley On Demand current to today’s business, but it is also very diversified, covering every subject in the automotive sales industry.  

Automotive Sales Training Customized To The Dealership

Another reason why Dave Holmerud chose Bradley On Demand as their automotive sales training system is because of the customization.  The Dealer Synergy and Bradley On Demand team works with Dave and his management team regularly.  They identify the exact training needs for their store and create customized work assignments for the sales staff.  Additionally, if there are any custom training videos that Dave needs, the Bradley On Demand team creates and produces those training videos with a very quick turnaround.

Automotive Sales Training To Prevent Bad Habits

Sean V. Bradley and the Dealer Synergy team believes that you need to prevent bad habits.  While the inventory crisis is preventing volume, gross profits have soared, and business is good.  It is the Dealer Synergy team’s philosophy that you can’t let great business create bad habits.  While Bradley On Demand has a plethora of advanced training, there is also a large focus on the basics.  Not only do automotive sales professionals need to develop advanced skills, but they also need to ensure that they stick to the basics to ensure they don’t develop bad habits.

Free Automotive Sales Training Materials & Resources 

Dealer Synergy & Bradley On Demand: The Automotive Industry’s #1 Training, Tracking, Testing, and Certification Platform and Consulting & Accountability Firm

The Millionaire Car Salesman Podcast: is the #1 Resource for Automotive Sales Professionals, Managers, and Owners.  Also, join The Millionaire Car Salesman Facebook Group today!

The Against All Odds Radio Show: Hosting guests that have started from the bottom and rose to the top.  Also, join The Against All Odds Radio Show Guests & Listeners Facebook Group for the podcasted episodes.

Join The Millionaire Car Salesman Club: on Clubhouse

Win the Game of Googleopoly: Unlocking the Secret Strategy of Search Engines

AutoWeb: Visit AutoWeb.com/dealers for help in revolutionizing your business to help you sell more cars.

CallRevu: The industry leader for call tracking, lead management, and business analytic solutions. 

CarNow: Sell more cars now!  Not only is CarNow.com. the market leader in tailored digital solutions, but they are built to help dealers sell more cars.