Experience Driven Communication.

Automotive Coaching

Training is not Enough Part 2: Coaching

Training has a purpose; it shares knowledge and defines desired outcomes. Training gives you the who, what, when, where, and why. Coaching gives you the how. Coaching helps the training stick, driving  measurable improvement and better results toward the desired outcomes. 
When you hear the word coach, do sports come to mind? The sports coach model is a good metaphor for what is needed for any sales, service, or BDC team member. 

Let’s use a college basketball coach as an example – men’s or women’s doesn’t matter. Specifically, what they do before, during, and after a game. 

Before the game, and in preparation for the game, the coach starts as a teacher/trainer. The team goes through training together. They learn what to do during the game. But the team doesn’t go straight to the game from the training. 

The coach holds practice, and the team gets coached. The coach will coach players one on one, showing them how to perform a move or a play. And the coach has the player do it over and over until they get it right. The players are now ready for the game. 

During the game, the coach keeps on coaching. This is an important attribute of a good coach. The coach holds players accountable for what they learned and practiced, and if they aren’t getting the move or the play right, he pulls them from the game until he can coach and practice with the player again. 

After the game, the coach reviews the performance and looks at the stats, watches the game film, and gets feedback. Then it’s back to class, practicing and coaching. Rinse and repeat. 

This process is great for the dealership but not common.  

Almost all dealerships conduct training, either internally or by a third-party expert. And many dealerships have processes in place to support the training and supply more training and coaching as needed. 

Dealerships need coaches. It could be a corporate trainer, a QA manager, or a sales or service manager. Without coaching and accountability, the training fades away.

Does your dealership have a coach?

What makes a good coach and coaching process? 


  • Are experienced in what they are coaching and are subject matter experts 
  • Practice positive re-enforcement 
  • Are motivators 

The coaching process can vary but is typically 

  • One-on-one, identifying specific skills that can be improved 
  • A structured, positive experience  
  • Has milestones signaling progress and achievements 

Some coaching best practices 

  • Ask a lot of questions, guiding the employee to self-evaluation and goal setting 
  • Listen to calls using a scoring system and give feedback 
  • Have the employee listen to and grade some of their own calls 
  • Gamification 
  • Have refresher training, keeping the basics front of mind 
One of my favorite methods of coaching is to have the employee teach me the skill or teach it to another team member. This form of coaching fully shows the employees’ skill set and understanding of the subject.
Coaching is an infinite process. It is a cycle of finding opportunities, instructing, practicing, and evaluating.  

Make coaching a priority! Coaching leads to improvement and the desired outcomes of the training. Mission success! 

In part three we will discover how to practice and the value of a mentor. 

For more information on our coaching drop us a line at letstalk@myallcall.com or check out www.myallcall.com/my-bdc-coach/ 



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