Issue link: https://read.dmtmag.com/i/326874
30 | Boating Industry | July 2014 [ Build your sales training playbook ] www.BoatingIndustry.com www.BoatingIndustry.com growing up," he said. "The ones that think they have it made are going to have an issue." In his eyes, the sales staff's attitude is the most important element that can engage cus- tomers in a positive way. The goal, he said, is to create a positive belief system in each sales- person where they believe in the company, the products, and their own ability to show that customers are better off purchasing from their own dealership. "My whole process is all about training them in attitude, training them in belief, training them in presentation skills, training them in how to engage somebody emotionally, completing that sale and then building the relationship," he said. During his career as a trainer, he has seen significant transformation in businesses — both in dollars and in attitude — that are pos- sible if management commits to training on an every-day basis. "Every single one of the Top 100 [dealers] is dying to increase their sales, and if I can give their salesperson one small leg up, that might be just the difference that it takes to go from a mediocre year to a great year," he said. "It's not one guy coming in for one day or two days or a week, it's not going to help them the way 15 minutes a day will for an entire year." An improving economy will undoubtedly bring more "tire-kickers" into every dealership, but Gitomer cautions against "erroneously think- ing you had something to do with it" rather than a rising market that is lifting all dealers. Sophisticated, successful dealers need to remain proactive, and focus on differentiating themselves from competitors that have un- doubtedly become more homogenized with the proliferation of industry training increasing the business savvy of most dealerships. "Here's the deal, once you get people ex- cited about getting new information and poten- tially having new connections and having new leads that cost them virtually nothing, then that puts you in a very solid position to do it long- term," he said. Selling the details With more than 35 years of experience in the marine industry, David Parker of Parker Busi- ness Planning focuses on the nitty-gritty details of refocusing dealership sales teams on proven "My whole process is all about training them in attitude, training them in belief, training them in presentation skills, training them in how to engage somebody emotionally…" — Jeffrey Gitomer DON COOPER Providing education and resources for sales managers and individual salespeople, Don Coo- per is a prominent trainer in the marine market. His content includes selling techniques, avoiding common mistakes, lowering prospects' defenses and making your sales staff more persuasive. www.doncooper.com JEFFREY GITOMER In-person and group training, classroom ses- sions, online video courses and webinars, basic sales skills, books including the popular "Little Red Book of Selling," the Ace of Sales certifi ca- tion course and customized programs for larger clients. www.gitomer.com SPADER BUSINESS MANAGEMENT Customized leadership and employee training, fi nancial planning, hiring workshops, budget training, software, industry trends reporting and more. www.spader.com SAM'S POWERSPORTS GARAGE A membership-based training provider that in- cludes consulting services, in-person training, pay plan guidance and department-specifi c courses, Sam Dantzler is a popular industry speaker and sales expert who, in 2012, was the highest-rated speaker in MDCE history. www.samspowersportsgarage.com PARKER BUSINESS PLANNING Parker Business Planning provides on-site con- sulting, monthly management reports for multi- store dealers, online budgeting services, open and branded 20 Groups, as well as dealership design and layout consultation. www.parkerbusinessplanning.com THE BUTLER GROUP ATLANTA Experienced advice on increasing sales, selling F&I, creating traffi c logs, improving customer follow-up, raising CSI scores, creating annual budgets, using mobile apps, planning consumer events and more. www.thebutlergroupatlanta.com THE GLENN ROLLER INSTITUTE Glenn Roller Institute's Continuing Educational Program provides continuous sales education from basic understanding up to advanced train- ing. Topics include why deception is unhelpful, qualifying a customer's intent, customer pre- sentations, closing sales, increasing confi dence, understanding body language and building referral business. www.theglennrollerinstitute.net MRAA INTERACTIVE VIRTUAL TRAINING SYSTEM Short video courses with Jeffrey Gitomer on get- ting motivated, generating prospects, following up with customers, asking the right questions, differentiating yourself from competitors, over- coming barriers, getting away from price, clos- ing sales and customer retention. www.mraa.com/virtualtraining [ SALES TRAINING RESOURCES ] P26x31-BI14JUL-TrainingPrograms.indd 30 5/28/14 12:04 PM