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Sergeant major to train car salesmen

A former sergeant major in the Parachute Regiment has taken on the challenge of drilling home basic sales skills to new recruits in the motor retail industry.

Stephen Mochrie will manage Kream Automotive Training, the latest venture of North Yorkshire recruitment company Kream.

Managing director Nick Leech said the aim was to help reduce the staff attrition rate in car sales, which was currently standing at about 40%.

“We think one of the reasons for such a high casualty rate among new sales staff is the lack of training they are given before they are set challenging sales figures,” he said. “Our intensive training will give new recruits a head start.”

Kream Automotive Training is offering to give individuals a basic grounding in the industry at a purpose-built residential centre in Yorkshire before they get a job.

It also hopes to target car dealers to take away the burden of training from busy commercial operations.

The two-week basic training will cover all aspects of the industry and include psychometric and aptitude tests. There will also be the opportunity to take an NVQ in vehicle sales. Young recruits will only pay course fees once they are working.

Mochrie has 15 years’ motor retail managerial experience with dealer groups Gallaghers, DC Cook and Hartwell.

“I would never ask people to do something I wouldn’t do myself,” he said. A 1,500sq-ft training centre has been set up off junction 40 of the M1, near Wakefield, featuring two seminar rooms and a lounge. Students will stay at a hotel next door and have access to a gym and satellite TV. Kream expects 300 trainees per year, half of which will gain the NVQ.

Mochrie is targeting the Armed Forces to help personnel intending to leave the services find a new career. He said: “They will be shown that if they stick to the rules they will be able to move forward very quickly through the motor industry.

“However, ultimately we are looking for good, raw, but talented individuals from all walks of life who will benefit from our training and hopefully enjoy a successful career in the motor industry.”

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