New-car sales folk need to know more these days

By Rebecca Groff, correspondent

‘This isn't just a job,” said Dave Wright of Dave Wright Subaru in Cedar Rapids. “It isn't just something to do.”

He was talking about the occupation of new car salesperson.

Earlier this year the National Automobile Dealers Association released reports indicating new car sales for 2011 in the United States could increase by 12 percent. This is good news for auto dealers and even better news for those looking for a career in cars sales.

But today's car salesperson is not the car salesman of the past, with fast talking, high-pressure tactics. Gone, too, are the men-only clubs that once dominated the car sales field as women continue to enter the profession in growing numbers.

Requirements for these positions include enthusiasm and a willingness to learn the wide variety of products and services available.

“You need to have passion about the product and the people,” Wright said. “With the numerous products available, you definitely have to have product knowledge, not only for your own product, but the competitors' products as well.”

Wright, who previously owned a Ford dealership in Marshalltown, employs 37 full-time and 15 part-time employees, handles all the new hire training for his Subaru/Nissan dealership.

“I put them through a rigorous training, every step of the way. I want them to understand how to find out what the customer is needing so they make sure they show them the right vehicle for those needs.

“I want them to understand what my expectations are when it comes to meeting and greeting our customers. I want them to possess the knowledge about the products and know how to demonstrate the vehicle and highlight the features and benefits of it.”

Wright is adamant when he says, “You have to have passion about the product and the people. Some people - ‘sales people' - think they can sell anything. I don't believe that.”

Abe Simon, recruiter and trainer for Pat McGrath Chevyland, believes “it takes great people skills” to be a successful car salesperson.

“I'm not looking for any particular type of background or degree in our applicants. We're not even necessarily looking for any sales experience,” he said.

“We are looking for somebody who has personality and is self-motivated.”

The large auto dealer has five locations in the area and currently employs more than 300 people.

Simon, a 13-year employee of the 60-year old dealership, noted that new hires for McGrath's undergo an initial weeklong training session, but adds, “the training really is ongoing. All of our manufacturers require a different type of training, and our people continue to train three times a week, as well as doing online training.”

He has noticed two trends in their job applicants.

“I've had lots of college graduates apply, and have been contacted by more people before they've graduated from college than ever before,” he said.

Simon is seeing a good mix in applicants.

“I've interviewed and hired a lot of women recently,” he added.

Shelli Bentley, customer relations manager and training coordinator for Zimmerman Ford, said that of the dealership's 100 employees, 13 are in sales, “and 4 are women. Our customers like having the choice.”

New hires at Zimmerman's go through an initial two-week long training session that includes manufacturer training, but Bentley says, too, that training is an ongoing process.

“We have four lines of cars here, so that is a lot of products for our people to learn about. Our people do additional training exercises on their computers at their desks as well.”

Mentorship plays a key role in the process.

“It's a type of job shadowing where the successful people share their knowledge with the new people,” she said.

Bentley said that what Zimmerman's looks for in a job applicant are people who are gregarious, fun to be around and open.

“They need to be good communicators and they must care about people and enjoy wanting to help a customer find the right vehicle,” she continued.

“Education is a plus but not required. Job experience where the applicant was used to talking to people, and was comfortable with that, is a big plus.

“We do a lot of training in relationship building. If people are satisfied, they keep coming back,” Bentley said.

Zimmerman's boasts salespeople who have been with the company for 15 to 20 years.

Motivating sales staff also is a key factor for success for auto sellers. All three dealerships incorporate product/industry training into their weekly staff meetings.

At McGrath, storewide meetings are held twice a week, “but department meetings are held every day,” Simon said. “The figures go up on the board, but we try to have fun as well.”

“We will often run little internal contests, or put a small bonus out there,” Bentley said.

“If you do a good job, you are going to get paid well,” Dave Wright added.