Class Schedule

Designed for new sales professionals or those transitioning into automotive retail, this course lays the foundation for long-term success in dealership sales. Attendees will develop essential skills, adopt a customer-first mindset, and learn proven strategies to engage buyers, uncover their needs, and guide them through a confident, professional sales process. 

Through interactive role-plays and real-world scenarios, participants will practice building rapport, qualifying the customer needs with purpose and confidence, and presenting the vehicle from the customer’s point of view. The course also introduces appointment-setting techniques aimed at increasing show rates and improving overall sales performance.

Attendees will learn:

• The complete automotive sales process from greeting to close 
• Communication techniques that build trust and credibility
• Active listening skills that support stronger engagement
• How to qualify customer needs and match them to the right vehicle 
• An introduction to overcoming objections and addressing concerns

About the Instructor: Ken Carlson is the owner of Carlson Automotive Resources LLC – A Training Company.  He was formerly the Director of Training for Brown & Brown Dealer Services, F&I Resources and Burns-Kull Automotive Group. For over 33 years Ken has trained, coached, and developed thousands of dealership personnel throughout the U.S. Ken conducts training seminars in Sales, Sales Management, F&I Management and Service Advisor for dealer associations and dealerships. He is a student of the business and has attained AFIP Master-Lifetime Certification. 

GNYADA Seminars, held in person, are developed by qualified dealership experts to meet the highest possible standards and deliver the latest information and effective solutions for your most pressing business needs. Our programs train new and seasoned dealership professionals to improve operations and profitability within each department.