General Motors South Africa (GMSA) has launched a new dealer training programme for young sales executives at GM dealers in an effort to strengthen sales expertise and provide customers with top-quality service.
The GM College programme, which takes place over a six month period, incorporates four months’ training at GMSA’s Sales and Marketing office as well as a two month rotational in-dealer training regimen.
Focusing on university graduates, the first course is being embraced by 25 enthusiastic candidates, who started in February said Malcom Gauld, GMSA Vice President of Sales and Marketing. These students will become a feeder pool to the dealers.
“The sales staff at dealers plays a critical role in driving customers to buy our products and they are the first point of contact with customers. We believe that this programme will help new recruits gain the necessary sales skills and knowledge about our brands and products.”
A comprehensive curriculum has been strategically designed around the vehicle selling process, and modules include dealership dynamics, buyer profiles, basic vehicle technologies, communication skills, stress management, financial and consumer laws, product knowledge and various practical assignments, amongst others.
Dr Alf Bennett, Dealer Training and Manpower Development Manager at GMSA said, “The company is committed to develop professional and competent sales executives to ensure that our service levels to customers are of the highest levels. We have made tremendous progress over the last few years in the bi-annual Synovate Competitive Customer Enthusiasm surveys (CCE) where we have achieved leading positions in both sales and aftersales service, but we are determined to do even better in the future. The introduction of the GM College is a big step towards giving effect to a much more professional, career orientated individual who will be able to excel in the motor industry: initially as a sales executive, but later also as a sales manager and even dealer principal.”