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Tag Archive: Hiring

Dustin Kerr

Hiring Buy Here Pay Here Salespeople That Produce – The Newspaper Ad

I’ll be blunt; hiring candidates from a newspaper ad is not the most effective way of finding the type of talent that can be molded into a productive salesperson. However, there is a time and place for the newspaper or Craigslist ad, and in this article, we are going to discuss how to make your ad as effective as possible.

Watch the video – Click here!

First, we should set the correct expectations. It’s highly unlikely you are going to find a seasoned, successful salesperson through these types of ads. Salespeople that are already trained and productive are likely making a significantly better income than what the average BHPH dealer is going to be willing to pay them.

So, we are really looking for people that have the right temperament, work ethic, and confidence to be receptive to our training program (because we are going to train them correctly) and to fit in well with the culture we are trying to promote.

Before we go any further, I want to give you two sources that I have used in the past that provide great information on hiring salespeople. The first is a book by Chet Holmes titled “The Ultimate Sales Machine,” and the second is “The Anderson Hiring System” by Dave Anderson, a virtual training program available in NCM OnDemand.

The ad I use and will describe below is a combination of what I have learned from those two gentleman mixed in with my own experiences. Be warned: this ad will eliminate most of the applicants you would get through the typical newspaper or Craigslist ad, and that’s what we’re going for. We don’t want to have to wade through all the applicants who are just looking for another paycheck.

The headline of the ad should get their attention and should show the upward end of what they could expect to make. For example: Now Hiring Sales – No Experience Necessary – Extensive Training Program – $40,000-$60,000.

The body of the ad should then eliminate as many of the undesired applicants as possible and we will do that by using very blunt, straight-forward language.

We are looking for individuals that have the desire to be great. Please do not apply if you only have an average desire or work ethic. Our training program is very extensive and includes a great deal of role playing and practice. We are a rapidly growing company that is a leader in our industry and we are only interested in those that want to be the best.

Too many times we get caught up with trying to sell the reader on why they should apply with our company, generally because we are in crisis mode and desperate for a warm body. This ad will eliminate a great deal of the warm bodies as they will be turned off by the strong, in-your-face language. Those that do apply will typically be very confident in their abilities and open to the idea of training.

Now, this MUST be followed up with a thorough interview process that goes well beyond the applicant’s previous job history and resume. Conducting a proper interview is beyond the scope of this article, but is something we will cover in great detail in future articles.

In the meantime, get these ads running continuously on Craigslist, and if you have any questions regarding improving your hiring process or how being a member of a 20 Group can help your profitability and cash flow, please email me at, or call me at 913-827-6677.


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Joe Basil

“We can’t seem to hire the right people.” Sound familiar?


How many times have you heard this from dealers, managers, and business owners? How many times has it been on the 20 Group agenda topic list?

Hearing this statement so often, one would think that it is a priority in every business and car dealership to have a process and system in place to identify, select, and hire “the right people.” So what is it that keeps so many dealers and managers from learning the skill set or even recognizing the fact that they lack the skills?

Let’s start with how most dealers grew up in the car business. The majority of them came up through the sales or front end of the business. The front end is a very people-oriented area of the business. Anyone with experience in that department has probably hired and trained hundreds of people. When you examine training strategies and concentrations in the front of the store you will typically find the overwhelming amount of time and money is spent on sales process, sales desk deal management, F&I process, closing techniques, word tracks and other productivity focused skill sets, often times, without determining if you are training “the right person.”

If you were to ask dealers how much training time and money they invest in teaching those employees with recruiting, selecting and hiring responsibility how to identify and select “the right people,” some wouldn’t know what you were talking about.  Others, who have invested the time and money to develop selection skill sets and processes, would know exactly what you are talking about. For those that don’t understand this approach, they don’t even realize that they may be investing training dollars and time in the wrong people to start with.

Let me give an example. I’m sitting with a dealer who says “I can’t seem to hire the right people.” I ask him to explain his hiring process and who has responsibility for hiring decisions. The first step in the store’s process is an initial interview by one of three front-end managers, then a secondary interview by one of the other two managers and/or the dealer. I ask, “Who has final authority for the hiring decision?” He explains that it goes back to the manager who conducted the initial interview. So I ask the dealer to give me his description of the “right” salesperson. He responds, “They have to be energetic self-starters with good people skills who set goals and achieve them; a good closer, good grosser and they have to be a team player.” Next, I ask permission to ask the three front-end managers the same question. Here’s what I found…

Manager number one described the right salesperson as someone who is organized, punctual, follows procedure, and covers all the details.

Manager number two described the right salesperson as someone who can gross, close deals, sell cars and build a book of business.

Manager number three described the right salesperson as someone who is friendly with customers, always takes care of their needs, never has customer complaints, and has strong customer satisfaction.

So, based on four different descriptions of the right person, it’s no wonder this dealer can’t hire the right people. One manager would hire a “neat nick,” the next manger would hire a “slammer” and the last one would hire a “consumer advocate”—and no one would hire the dealer’s sales person!

Patterns indicate that most people with hiring authority tend to hire people that match their own description of the right person as opposed to hiring a person with skill sets proven to result in developing a “top performer” in their position. So how do you learn to identify “top-performing” skill sets?

One simple answer may be right in front of you. Make a list of your best salespeople, not your top salesperson, your best salespeople. Now jointly, along with those people with hiring authority, describe the personality traits, tendencies, habits, preferences, skill sets and accomplishments of your “best” salespeople. Assuming you have top-performing salespeople, you should begin to see a pattern. For a point of reference you could perform the same exercise on your “worst” salespeople.

From my experience the most effective approach to implementing a recruiting, selecting and hiring process is to hire a professional trainer or consultant. Going back to my earlier point about determining if you are training the right person, you may first want to have your management team evaluated to confirm that you are training the right people to start with.

Should you have any hesitation about investing in a process to improve your selection skills, let me conclude with the following question:

Between the date you hired them and the date you fired them, what did you discover about them that you didn’t know when you interviewed them? And how much did it cost you? This should be a no-brainer!

Want to learn more about hiring? Attend the NCM Institute’s new course: Finding Top Talent. Click here for details. 


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