We let the manufacturers handle that. We deal with the real basics. OEM and supplier representatives frequently can give a dealer salesperson information on options and components not published in the OEM data books. An unpublished option is sometimes just what the customer needs. This ongoing training and learning is essential for salespersons, he said.
Customers really do look to the salesperson for information.
Unfortunately, a lot of times what they find is that the salesperson is the last to find out about new products and things like that. And that's an information problem the industry has. OEMs have ongoing sales training programs, some of which are quite extensive. These are normally tailored to update existing staff on the latest equipment and to hone selling skills. For instance, Navistar International Transportation Corp. offers 18 different courses on its International-brand products and selling.