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Dealers increasingly turning to external training

New research by Castrol Professional shows that 97% of dealerships carried out staff training during 2012, up from 93% in 2011.

The most popular types of training included courses on new vehicle technologies and health & safety.

Of those businesses that undertook training, 92% said it had been profitable.

However, only 54% of dealerships carried out any commercial training for staff in sales, service desk and reception roles during 2012.

Jo Clayton, Castrol franchised workshop marketing manager, said: “While dealerships are right to keep vehicle mechanics up to speed, businesses could be doing more for those staff that come into contact with customers.

“A major part of the role played by these staff members is selling and upselling to customers and persuading them of the benefits of additional products and services.”

The data also revealed a change in training habits.

In 2012, 36% of franchised dealerships conducted internal training, down from 46% in 2011, while external training increased from 65% in 2011 to 82%.

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