AE met with Gerry Gould to get an in depth look at his approach to training. Learn how he got started in the business, the areas he trains on, and why Gould says he should be an agent’s go-to source for dealership training.
There are a lot of training companies and trainers trying to be different – trying to reinvent the wheel and train from a point of theory or what they think will work without having ever tried it. I can say I’ve been there and done that. We understand the business of F&I and our training is always facilitated from a point of reality with proven results. We also train from a point of opportunism, knowing some things work some of the time, but some things work most of the time; we choose the ones that work most of the time.What are the top three messages you try to give at each of your training sessions?
1.) Knowledge is power and the more you know about our industry, your products, and your customer, the more success you will have.
2.) You need to look at things from the customer’s point of view and sell based on their criteria.
3.) Tell, don’t sell. Save the selling for when you have the customer’s attention.What changes in the industry do you foresee impacting your training the most over the next few years?
There is a lot of talk about the Internet’s role in the total transaction. Developing a curriculum for an online transaction may be in order. Then there’s all the talk about the CFPB and their influence on the industry. So I guess that could hinder the rate hounds and we’ll be called to duty. After all, it’s product that drives PVR, not rate.Tell us about yourself and the kind of activities, hobbies, and interests you pursue outside of training.
I am very energetic and get bored quite easily. Outside of training, I like fishing in the Gulf of Mexico, golfing and making leather wrist bands as a hobby.