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Derrick Woolfson

Derrick Woolfson Business Development Manager

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Top 5 Reasons Your Advisors Need Training

In recent months the OEM has set new standards using KPI’s, which have set a new tone with the survey. Giving the dealer the dealer a new means of setting the performance benchmark with yes or no questions. And while the “survey” scores were always consistently the best in the area the new survey has shed some light in *key* areas where the advisors might need some training.

When is the last time you have brought in training for your service advisors? If you have to think hard on that one, it has been too long.

The service department is the money maker, yet it is the one department that is often ignored when it comes to training!

Here are top reasons your advisors need training!

  1. Training is not just about getting a good score for the store.  It is about ensuring the service advisor is equipped to handle situations. Ones that can then be diffused leaving the upset customer happy wanting to come back to the dealer for services again.

  2. Working with your advisors on the “walk-around” can increase revenue. If the advisor is better equipped - or trained better on the newer products - s/he will better understand how to up-sell services that would benefit the customer.  

  3. Keeping the customer informed - to this day - remains to be an issue for many dealers. That said, setting the standard with your team listening to their concerns can help increase overall customer satisfaction, which will show in the increased survey scores. Ask your advisors “what is the most preferred method of contact” Whatever it is - make it a priority by making sure that it is accessible. For example, if texting is most preferred then make sure the advisors can text from their computers.

  4. Using previous scores (avoiding names) can help with discussing potential breakdowns in the process. In turn allowing you to collectively work towards a better way of handling those situations.  As it is safe to say that advisor is most likely not the only one handling the situation that way. One of the best ways to review this is to look at a 90-day scoring period.  

  5. The most significant benefit of monthly training  - even if it is just for 20-30 minutes - is getting the inside scoop on the team that keeps the dealer afloat. It offers the advisors a platform to bring their concerns to the table. Offering you a meaningful way to provide insight, and prevent future issues from happening as it can honestly just be a breakdown in communication!

How often do you have training? If so, have you seen a positive impact?


I couldn't agree more, this is so true. I see people get hired or promoted into a service adviser role and they get training, but it seems likes the kind of training that will really help them have success working with people every day is missed greatly or non existent. 

Bridget Perrin

So true. When an employee is promoted to a Service Advisor position, it is important that they have automotive knowledge and the right skills but its even more essential that they comfortable with a front facing role. They need to be engaging and enthusiastic when it comes to dealing with customers. Training adds to their arsenal of skills. The Service Manager needs to train his employees on a regular basis but he also requires additional support by bringing in other experts/ teams within the company reinforce the correct values/ priorities.  

Derrick Woolfson

@Scott @Bridget - thanks, guys! In our industry - all too often - we have the mentality of "sink or swim," which is just too costly. Especially with profit margins slimming down. We just cannot afford to make the same mistakes over, and over again. We have to wake-up smell the coffee, and train our people!

@Derrick, not to mention the "sink or swim" mentality that exists tends to disrupt customer service and kill CSI scores. Dealers spend so much time and effort on making things more profitable and better for the customer, it amazes me how training and investing in the people who work for the company in all roles is so greatly overlooked!!

Al Amersdorfer

Yes you are completely right its important to give training to advisors once they reach a certain level in firm so that they can improve their skills and overall improve dealership performance. A automotive dealership BDC expert can help you in this. To give proper training and enough confidence to improve performances 

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