Sales training for dealerships

The Voice Advantage

Seven weeks to a sales team that sounds like your best closer on every phone-up, every desk, every time.

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Information doesn't win deals anymore

Your customers now arrive with AI-researched prices, reviews and competitor quotes, and your reps can generate a perfect email in seconds, just like the store down the road. What still wins is how your people sound: calm when they hold a number, warm on a phone-up, and sharp enough to hear the moment a customer's tone changes. Most training teaches reps what to say. The Voice Advantage trains how they say it.

Who it's for

Dealer principals, GMs and sales managers at franchise stores with 4 to 20 sales consultants and BDC staff, who already get the traffic but leave deals on the table on the phone and at the desk.

Not for you if

You want a script binder, a one-day pump-up speaker, or a team that won't record themselves and practise.

Seven modules

  1. Why voice is the new differentiator

    Why delivery wins when customers arrive AI-informed.

  2. The three voices

    Switch between calm, warm and assertive on purpose.

  3. Cadence and pacing

    Present payments, rates and trade values with confidence.

  4. Tone meets tactical empathy

    Use labels and calibrated questions on real objections.

  5. Mirroring

    Keep customers talking and push back without a fight.

  6. Listening for tone

    Catch a customer's tone shift and respond in the moment.

  7. Practicing with AI

    Run a weekly solo practice routine with AI role-play.

Seven live 45-minute sessions, one a week, over Zoom or in your store. Each one is 20 minutes of teaching and 25 minutes of reps recording and role-playing real dealership scenarios. Investment: $5,000 per store.

What's included

  • Before-and-after call reviewEvery rep records 3 phone-ups before Module 1 and after Module 7, and David reviews them so you can hear the difference for yourself.
  • Weekly homework and floor assignmentsEach skill gets used on live customers between sessions, so it sticks.
  • AI practice routineA 10-minute solo routine reps run against AI role-play to rehearse price objections and angry customers.
  • Manager Coaching KitThe facilitator run sheet and a 10-minute weekly huddle drill, so your managers keep it going after week 7.
  • Desk CardsA printed sheet of mirror phrases, labels and calibrated questions for the desk and the BDC.

Your instructor

David Crich is General Sales Manager at Midland Nissan, with 7 years running one of only three Nissan stores in Canada that outsell the other import brands. He has two Nissan Award of Excellence trophies and was Ford Canada Rookie of the Year in 2017, earned largely over the phone, where all you have is your voice. He also holds a broadcast journalism diploma, where he was trained professionally in voice, pacing and delivery.

Ready to hear the difference?

$5,000 per store for the full seven-module program. Book a 20-minute fit call: we'll look at your team, your phone-up numbers and a start date. If it's not a fit, I'll tell you.

Book a fit call