The Importance of a Sales Assistant Program

Some of the most successful and productive salesforces I see always seem to have one common thread. When one of their salespeople reaches 15 units per month for three consecutive months, the dealership hires that salesperson an assistant at an hourly rate. This is the starting point of a Sales Assistant Program.

This program accomplishes two things ...

First, it enables the 15+ unit salesperson to reach higher levels of sales volume. This is achieved by eliminating time-consuming tasks that are not sales related and allows the salesperson to focus on closing more deals.

Additionally, it provides your sales team a game plan for recruiting and training new sales employees. Your new sales assistant now has the opportunity to shadow a highly productive salesperson, where they will learn proper sales techniques, the vehicle appraisal process, follow-up disciplines for both unsold and sold customers, and proper vehicle delivery procedures with data entry into your CRM. All of these skills will come in handy when they are ready to become your future sales superstar.

Critical tips for success

In order to maximize the effectiveness of this program, there are a few things you will need to keep in mind. From my experience, the best programs have the following in common:

• It is critical to let your salesperson be involved in the hiring of their assistant. We tend to hire people similar to ourselves, so you can capitalize on this by hiring an individual who already has traits in common with your successful salesperson.
• To offset some of the cost associated with the hiring of an assistant and maintaining their position, many dealerships add a flat dollar amount expense to the gross of each vehicle sold by their senior salesperson.
• After a six-month trial period in the assistant position, any vacancies that occur in the sales staff should first be offered to your sales assistants. By this time, they should have the knowledge of how to properly sell vehicles, how your organization is structured, and they can see a future for themselves in the automotive industry.

For years I have seen Sales Assistant Programs work for dealerships of all sizes, markets, and franchises. Not only will it help your sales team move more vehicles, but it will also help you find the best talent at a reasonable price. GOOD LUCK AND GREAT SELLING!

If you would like help setting up your Sales Assistant Program or are interested in training for your sales staff, our in-dealership consulting programs and NCM Institute courses are great options. To learn more, give us a call at 800-756-2620.