Kream Automotive Training has won the contract with Vertu Motors to train almost 400 staff in sales techniques.
The aim is to train 370 directors, general managers, sales and business managers and sales executives in 50 dealerships on the best methods and common and effective sales practises to strengthen the business.
Forrester was the first to go through the training, followed by all directors and general managers.
By the end of June, all sales executives will have completed the training.
In the next quarter, Vertu will begin looking at specific elements of the sales process to train its sales people.
Forrester said: “Our mission is to build a group we can all be proud of.
Training is at the core of this strategy.
“We see the development of all our colleagues as the main guarantee of a successful future.”
He added: “If year one of trading was to get the right people into the right places, then year two will be to train the right people to get them to the next level.”
Vertu Motors and Kream have previously worked together on a training and marketing initiative, which has brought customers into dealerships on Saturdays and resulted in more than 50% of visits becoming secured sales.
Nick Leech, Kream managing director, said that when companies take over dealer-ships, a variety of sales techniques are inherited – some good, others not.
He said: “We work with clients to meet their specific needs when developing course material.
“This takes staff through from meeting and greeting customers to large-scale fleet deals.”
A training academy, based off the M1 near Wakefield, opened earlier this year and has been awarded accreditation by the Institute of the Motor Industry.
Kream already runs a recruitment business for the car sales industry.