General Motors Provides Trainers with Competitive Vehicles, Increasing Knowledge — and Sales (2018 Case Study)
- Claude Werder
- Learning and Development, Human Resources
General Motors Provides Trainers with Competitive Vehicles, Increasing Knowledge — and Sales (2018 Case Study)
General Motors’ Center of Learning made an innovative enhancement to the Chevrolet in-dealership training program. Rather than rely on print or digital assets to support in-dealership sales consultant training sessions focusing on comparisons with competitive vehicle, field trainers drove the competitive models to their assigned dealers. When a product trainer drives a dealer’s No. 1 competitor onto the lot, training takes on an additional level of relevance — the ability to make physical comparisons, creation of personal stories and confidence to sell a product against the competition. Sales results show that a knowledgeable and confident sales consultant can make a difference in sales and market share. General Motors won a Silver Award for Best Unique or Innovative Sales Training Program in the 2018 Brandon Hall Group HCM Excellence Awards.
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