Meet the Trainer: John Vecchioni

Agent Entrepreneur met with John Vecchioni, National Sales Director and Director of Education at United Car Care, to get an in depth look at his approach to training. Learn how he got started in the business, the area he focuses on most in his training and his top three tips for success.

How did you get your start in the auto industry (background/education) and how / why did you specialize as a trainer?

I got my start in the retail automotive industry as a result of a lifestyle and geographic change. I was in the securities and insurance business and lost my partner. We sold the business and moved to Washington. While I was purchasing a vehicle I was approached by the General Manager. After a short a conversation I was offered a sales job.

Because of my sales background I found that selling cars was fun and people would get excited about a new purchase. After a short time I was promoted to finance. I discovered that if sales didn’t happen I would have no opportunity. That’s when I began to close sales and train sales people to close business. It was essential that we increase sales so I could have opportunity in the finance office.

I was promoted to sales management and determined that everyone needs everyday training and support to be successful. Coaching is an everyday thing and results are indicative to time invested. That’s how I got involved in training. It was a necessity to be successful from a management position. The next promotion was to General Manager responsible for three locations. When responsibility encompasses three separate addresses, training to a consistent process duplicated in all the stores, becomes very important.

In 2004 I left the retail business to explore different opportunities. Finding United Car Care allowed me to be involved in all the things I enjoy professionally. I was able to develop business for United Car Care and train professionals to assist them in achieving their goals.

What areas in F&I do you focus on with your training?

Discovery- Everything happens in discovery.

Why should an agent call you for a training assignment?

I indulge in the discovery part of the sales process. Only there will you find the buyer’s real needs (hot buttons) as to why they would ever have a legitimate reason for purchasing your products. I teach “Logical Conversational Selling,” and only when it makes perfect sense to the customer will a sale occur. It always makes sense when we use their words and phrases when discussing protective products.

What are the top three messages you try to give at each of your training sessions?

1. Discover the need- Why would they have a need to do business with you or purchase any of your products?
2. When presenting, use the customer’s words on the features and benefits they perceive as value in the vehicle they are purchasing. Match your protective products to their words. Ask questions that help impact your presentation. Logical questions revolve around asking, “Who, What, Where, When, Why, How and Did.”
3. Use Trial Close Questions as often as possible. Have the customer engaged in conversation with you and ensure that you both are on the same page.

What changes in the industry do you foresee that will impact your training the most over the next few years?

Non-Compliant Dealers could force the industry to adjust to fixed pricing on finance products. With the advent of CFPB and the amount other Regulators are policing the business, the possibility of fixing prices could impact sales training as we know it today.

Tell us about yourself and the kind of activities, hobbies, and interests you pursue outside of training.

I enjoy the serenity and happiness of my family. My wife and I have three grown and married children. We are blessed with four wonderful grandchildren. My priority is and always has been spending time with family. I enjoy working with sales people and being involved in their success. I enjoy gardening, golfing and bike riding.

 Is there anything else you would like to add?

Training requires more than just teaching how to sell a product. It involves instilling confidence in the words and product that the sales person uses. It requires a coaching philosophy to evolve and develop the sales person to believe and reach their goals.