What has a Better Return on Your Investment: Training or Advertising?, from NCM Institute.
If you ask a dealer how much their monthly advertising budget is, they usually can tell you that number right off the top of their head, along with approximately how much they spend with each vendor. However, when asked how much they spend on training each month, you will probably get an “I don’t know” or “not enough” answer.
Truthfully, most dealers do not have a monthly training budget. Dealers for the most part don’t like training; they just expect their people to know what they are supposed to do and to know what it expected. Training just isn’t as exciting as advertising. But let me ask a question: If your advertising brings in a lot of show floor traffic and vehicles through the service department, and your people just do a “so-so” job with them, is it a good investment? Wouldn’t we be better off transferring some of our advertising budget to training? After all, don’t we want to make sure all of our customers get treated properly?
We as dealers spend thousands of dollars monthly to bring people into our show rooms and service departments, yet when we mystery shop ourselves, most of us cringe at the results. So again, I ask you this question: