Events

Designed for sales professionals with foundational experience, this course focuses on elevating your skills to improve consistency, confidence, and results. Attendees will learn how to dig deeper into customer motivations, present vehicles with greater impact, and overcome objections while protecting gross profit. 

Through interactive coaching, role-plays, and real-world examples, participants will strengthen their ability to build value, guide the sale, and close with confidence in today’s competitive market. 

Attendees will learn:

• How to uncover deeper customer needs and buying motives 
• How to hold gross by building value through trust, product presentation, demo rides, and dealership tours that highlight “Why Buy Here.”
• Advanced objection-handling strategies that maintain control of the sale 
• How to gain commitment on the vehicle and flushing out excuses and objections prior to negotiations
• Improved follow-up techniques with prospects

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. Whether you are new or experienced in the business, you will learn new strategies and techniques. 

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.