DLA Training Center

The only complete Automotive Training Center in the country!

Serving the Philadelphia Market

About the Training Center

The DLA Training Center is located in King of Prussia - PA. Our 10,000 square foot facility offers a full range of courses to meet the training needs of everyone in the Dealership. We offer controlled classroom sizes that allow for both group and individualized training. Attendance includes both breakfast and lunch.

Training Staff

All Training is done by DLA Certified Trainers who are employed by David Lewis & Associates. Our Trainers have extensive backgrounds in specific areas of the Dealership and come from a wide range of Retail Automotive experience. Feel confident your Dealership will engage in a superior Training Program with a strong curriculum and top-notch Trainers.

Upcoming Workshops at the Philadelphia Training Center

25
Mar

Entry Level Sales (5 Day Course)

A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles of how a Dealership operates and leave having learned a comprehensive outline on the steps to the sale. Students will learn how to handle the Customer's objections and how to effectively respond to them. Extensive role playing and scenario based situations will be covered, as well as a thorough segment on properly handling Phone-Ups. Each participant will return to the Dealership ready to take their first "UP."

Who Should Attend: New Salespeople

Philadelphia

2
Apr

Negotiations for Salespeople

A four-hour course that will expose the attendees to processes that will create a much more fluid and less combative negotiating process. Emphasis is placed on verbiage that asks for the sale, creates stronger grosses and allows the Customer to feel as though the deal is fair and reasonable. Students who attend this course will leave with a better understanding of the Customers perspective during the negotiating process and learn how to read each person's unique body language for both buying and stress related signs.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

2
Apr

Advanced Sales Level 1

A one-day course based on David's book, "The Secrets of Inspirational Selling". In this course, students will leave having mastered the Presentation & Demonstration process from the Meet & Greet through the Service Walk. Students will learn how to create a non-defensive posture in each Customer and how to eliminate being lied to by a Customer. The student will learn the importance of spending more time selling their product, the Dealership and their personality, rather than selling the deal. They will learn how to present their product in a manner that will make closing the deal so much easier.

Who Should Attend: Dealers, GM's, Sales Managers, Salespeople

Philadelphia

2
Apr

Advanced Sales Program (4 Day Course)

A four-day course for the experienced Salesperson who wants to take their productivity to the next level. This course is based on David's bestselling book, "The Secrets of Inspirational Selling." The goal of this course is for the student to get a better understanding of the Customer and how to utilize a sales approach that will lower the Customers defensive posture and create an environment conducive to higher sales and grosses. Topics include the Sales Steps, Objections, Phone Ups, Prospecting, Follow-Up and Leasing. Extensive role playing, group discussions and the creation of customized word tracks are a big part of this course.

Who Should Attend: Experienced Salespeople

Philadelphia

2
Apr

Common Mistakes Salespeople Make

A four-hour course that focuses on the top 30 mistakes that Automotive Salespeople make each and every day. Topics range from hygiene and attitude to understanding the Customer. Heavy emphasis is placed on the common mistakes made during the sales, objection and phone-up process, plus prospecting and social media. The student will be exposed to some great solutions to improve each area.

Who Should Attend: Dealers, GM's, GSM's, Sales Managers, Salespeople

Philadelphia

3
Apr

Advanced Sales Management

This one-day Sales Management Overview course is designed to expose the Sales Manager to an array of areas that lead to higher sales productivity. The goal is to create a culture of improvement that will impact your sales and bottom line through effective Leadership and Management. Topics will include the theory behind Inspirational Selling, Advanced Negotiations, Objections, Phone-Ups, Leasing, Prospecting & Follow-Up, BDC, Leadership, Coaching and Hiring. This course is fast paced and has been designed for those Sales Managers who are ready to take their department to the very next level.

Who Should Attend: Dealers, GM,'s GSM's, Sales Managers

Philadelphia

4
Apr

Leadership

A four-hour course designed for anyone within the Dealership that has supervisory responsibilities over others. This course focuses on the understanding and development of the true role of a Leader and what it takes to be a great Leader. Upon completion of this course, each participant will return to the Dealership with a stronger position as to their role and responsibility. An organization starts with great Leadership and overall success is based on its Leader. Attending this course should be a mandatory requirement for anyone in a supervisory role.

Who Should Attend: All Managers

Philadelphia

4
Apr

Leasing for Salespeople

This four-hour course is specifically designed for Salespeople on Leasing. Topics will include: The value of Leasing to the Customer, the benefits to them and the Dealership, the basic fundamentals of how a Lease works, the basic concept of how Leases are structured, and how to present the Lease with maximum effectiveness.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

4
Apr

Prospecting & Follow-Up

A four-hour course designed for Salespeople and E-Commerce/Internet/BDC staff members. The ideas included in this course have been developed and utilized by some of the most successful Salespeople in the country. The student will gain comprehensive knowledge on some of the best prospecting ideas that will create instant traffic and opportunities. Also included will be the most effective ideas for staying in touch with sold Customers to create a long term relationship.

Who Should Attend: GM's, GSM's, Sales Managers, Internet personnel, Salespeople

Philadelphia

4
Apr

Coaching

A four-hour course designed for all Managers who have a desire to lead their team to success. Coaching is a learned skill and not a given talent. Participants will learn how to be an effective coach, when to coach and where to coach. Heavy emphasis is placed on the process, implementation and methods for effective one-on-one coaching throughout the month. Skills will be taught on how to understand the person being trained, which will provide for a more effective learning session.

Who Should Attend: All Managers

Philadelphia

5
Apr

Phone-Ups Level 1

A one-day course that will teach each participant a structured process for handling each type of Phone-Up. Basic structured steps are taught. Each student will develop their own individual word tracks based on their personality within those structured steps. Extensive role play and scenario-based situations will be utilized to enhance the learning process. A must have class for anyone who takes a Phone-Up.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

8
Apr

Understanding Your Customer

This four-hour course focuses on the first 10 minutes of a Customer's arrival at the Dealership. We are all familiar with the phrase "I'd rather get a root canal than buy a new car." In this course, the student will learn how to listen to the Customer and how best to approach them in the buying process. This course will reveal how to lower a Customer's defensive posture and create a level of comfort that establishes an environment in which the Customer will enjoy spending time with the Salesperson.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

8
Apr

Leasing For Managers

This four-hour course is for Managers. Two areas will be covered: the student will learn how to promote leasing in the negotiating step, and how to use a lease as a form of attracting buyers that are not currently in the market for a new car. This advanced course will deal with real-life leasing scenarios and provide tools on how to train your staff to embrace leasing as an effective alternative means of purchasing a car.

Who Should Attend: GM's, GSM's, Sales Managers

Philadelphia

9
Apr

Advanced Sales Management

This one-day Sales Management Overview course is designed to expose the Sales Manager to an array of areas that lead to higher sales productivity. The goal is to create a culture of improvement that will impact your sales and bottom line through effective Leadership and Management. Topics will include the theory behind Inspirational Selling, Advanced Negotiations, Objections, Phone-Ups, Leasing, Prospecting & Follow-Up, BDC, Leadership, Coaching and Hiring. This course is fast paced and has been designed for those Sales Managers who are ready to take their department to the very next level.

Who Should Attend: Dealers, GM,'s GSM's, Sales Managers

Philadelphia

10
Apr

Negotiations for Salespeople

A four-hour course that will expose the attendees to processes that will create a much more fluid and less combative negotiating process. Emphasis is placed on verbiage that asks for the sale, creates stronger grosses and allows the Customer to feel as though the deal is fair and reasonable. Students who attend this course will leave with a better understanding of the Customers perspective during the negotiating process and learn how to read each person's unique body language for both buying and stress related signs.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

10
Apr

Common Mistakes Salespeople Make

A four-hour course that focuses on the top 30 mistakes that Automotive Salespeople make each and every day. Topics range from hygiene and attitude to understanding the Customer. Heavy emphasis is placed on the common mistakes made during the sales, objection and phone-up process, plus prospecting and social media. The student will be exposed to some great solutions to improve each area.

Who Should Attend: Dealers, GM's, GSM's, Sales Managers, Salespeople

Philadelphia

11
Apr

Advanced F&I Concepts (2 Day Course)

This two-day F&I course has been designed for the F&I Manager who is ready to take their productivity to the next level. Emphasis is placed on advanced F&I sales concepts, structured presentation steps, and the art of responding to customer objections. Topics include the importance of F&I, understanding the Customer, the Banking process, and the value of developing control over the delivery process. From the sales perspective of F&I, the student will learn some very advanced techniques on how to effectively do both cash and credit union conversions, offer effective product presentations, methods for advanced Menu closing concepts, and some new and exciting ways to overcome objections. Extensive role play and group discussion are a big part of this course.

Who Should Attend: F&I Directors, Experienced F&I Managers, New F&I Managers and Back-Up F&I Managers.

Philadelphia

11
Apr

Advanced Sales Level 1

A one-day course based on David's book, "The Secrets of Inspirational Selling". In this course, students will leave having mastered the Presentation & Demonstration process from the Meet & Greet through the Service Walk. Students will learn how to create a non-defensive posture in each Customer and how to eliminate being lied to by a Customer. The student will learn the importance of spending more time selling their product, the Dealership and their personality, rather than selling the deal. They will learn how to present their product in a manner that will make closing the deal so much easier.

Who Should Attend: Dealers, GM's, Sales Managers, Salespeople

Philadelphia

12
Apr

Objections Level 1

This one-day course exposes the student to a 4-step process of overcoming objections. This process is designed to inspire the Customer to have second thoughts as to why they should make their purchase now versus the old school mentality of begging, whining and pleading with the Customer. The development of individual word tracks based on each students individual personality will enhance the training and ownership of each response learned.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

15
Apr

Advanced Management Negotiations

In this four-hour class, students will learn highly-developed concepts to improve and strengthen their negotiation skills and how to proficiently implement these skills to create larger grosses. This course does not alter a Manager's basic negotiating process, but demonstrates to the student how to enhance those techniques through a better understanding of what the Customer expects during the negotiating stage of the deal. All techniques have a proven track record of success and fit well with all current negotiating concepts.

Who Should Attend: GSM's, Sales Managers

Philadelphia

15
Apr

Hiring / Motivation

This four-hour course starts with Hiring. Students will learn where to find talented people, how to then recruit them and the interview process that will make them want to work for your organization. Once hired, how you motivate them can make or break their long term commitment. Students will learn the 10 key elements of successful coaching, from what to say to how to say it. An unmotivated group of individuals typically become just a group of "Walking Generalities", thus making this course an important one to attend.

Who Should Attend: All Managers

Philadelphia

16
Apr

Internet/BDC Lead Generation (2 Day Course)

This two-day course is a complete program on effective Lead Generation ideas and concepts for both the internet process and inbound phone leads. Focus is placed on creating Dialogue with the Customer, which in return will create a better opportunity to secure an appointment. Email, Chat and Phone scripts will be created, reviewed and examined, along with structured concepts for ongoing sold and unsold Customer follow-up. This course includes extensive role play and live interactive critiquing of current methods used by most Dealerships.

Who Should Attend: Internet/BDC Personnel, Sales Managers

Philadelphia

18
Apr

Phone-Ups Level 1

A one-day course that will teach each participant a structured process for handling each type of Phone-Up. Basic structured steps are taught. Each student will develop their own individual word tracks based on their personality within those structured steps. Extensive role play and scenario-based situations will be utilized to enhance the learning process. A must have class for anyone who takes a Phone-Up.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

18
Apr

Advanced Service Advisor Program (2.5 Day Course)

This 2.5 day course is a complete program for the experienced Service Advisor who wants to take their productivity to the next level. This course places tremendous emphasis on truly understanding the Service Customer, both their perceptions of what they expect and how that perception effects the outcome of the visit. New and proven ideas will be presented for increasing service sales, how to do effective Service walk around presentations, ways to handle the Customer on the phone and methods for speeding up the Customer's entire service visit. Additional topics will include: How to deal with Customer complaints, becoming a better listener and dealing with the stress of the job. This course is a must for all Service Advisors.

Who Should Attend: Service Directors, Service Managers, Service Advisors

Philadelphia

18
Apr

Understanding the Service Customer

This four-hour course provides the attendees with a snap shot of the Customers point of view when visiting the Dealership Service Department. Focus will be placed on why the Customer is so defensive, how to lower their defensive posture, verbiage to increase appointments and service revenue, understanding the power of pictures and video, how to expedite the pick-up process and the difference in mood between a waiter and a drop off customer. This course is a must if you want to create a Customer experience they will remember.

Who Should Attend: Dealers, GM's, Fixed Ops Directors, Service Managers, Service Advisors

Philadelphia

18
Apr

Advanced Service Advisor Techniques

This one-day course is an Advanced A-Z Program on understanding the Service Customer, upselling service repairs and maintenance, and how to create a lasting relationship with every Service Customer. Phone strategies, sales processes and objection responses will be covered. This course will include extensive role-playing and in-depth discussion groups.

Who Should Attend: Dealers, GM's, Service Managers and Service Advisors

Philadelphia

19
Apr

Service Advisor Phone Techniques

This four-hour course focuses on how to handle both the inbound Customer call and the outbound upsell service call. Concepts will be shared on how to avoid quoting prices over the phone, increasing the rate of appointments and effective strategies for how to sell the Customer over the phone once their vehicle is already in the Service Center. The customization of word tracks to fit the Advisor's personality is a large part of this course.

Who Should Attend: Service Directors, Service Managers, Service Advisors

Philadelphia

19
Apr

Effective Service Walk Arounds

This four-hour course teaches the benefits, process and steps to doing effective Service Walks in the Service Lane. The student will study a Pro/Con balance of consequences of when to do the Service Walk, the value it brings to both the Dealership and the Customer, and when is the correct time to present an upsell. During the course, emphasis will be placed on understanding the Customer's defensive posture and how to lower it so that maximum effectiveness can occur.

Who Should Attend: Service Directors, Service Managers, Service Advisors

Philadelphia

22
Apr

Social Media Marketing for Salespeople

This one-day course provides the basic understanding of Social Media. The student will be exposed to the benefits of Social Media and how their individual or Dealership strategies can create brand recognition and increased sales opportunities. All aspects of Social Media platforms are covered. This course has been designed to provide the individual who wants to understand and start using Social Media as a marketing platform and for the experienced person currently using Social Media.

Who Should Attend: Dealers, GMs, Service Directors, Sales Manager, Salespeople and Internet Sales

Philadelphia

24
Apr

Business Etiquette

This four-hour course focuses on understanding the importance of a first impression, adult behavioral techniques and proper business etiquette when dealing with Customers, fellow employees and vendors. Additional topics will include how to eat healthier in the workplace, the importance of daily exercise, the value of proper rest and how to minimize stress both at home and at work.

Who Should Attend: All Dealership Personnel

Philadelphia

24
Apr

Receptionist / Phone Operator / Admin

This four-hour class will develop the skill level necessary of your Receptionist or Phone Operator thereby creating a more pleasant environment. Focus in this course is placed on understanding the Customer, creating a feeling of comfort and the development of time management. In 90% of cases, your Receptionist or Phone Operator is the first contact your Customers experience with your Dealership, let's make it one of the best contacts.

Who Should Attend: Receptionists, Phone Operators, Admin. Asst.

Philadelphia

25
Apr

Understanding Your Customer

This four-hour course focuses on the first 10 minutes of a Customer's arrival at the Dealership. We are all familiar with the phrase "I'd rather get a root canal than buy a new car." In this course, the student will learn how to listen to the Customer and how best to approach them in the buying process. This course will reveal how to lower a Customer's defensive posture and create a level of comfort that establishes an environment in which the Customer will enjoy spending time with the Salesperson.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

25
Apr

Leasing for Salespeople

This four-hour course is specifically designed for Salespeople on Leasing. Topics will include: The value of Leasing to the Customer, the benefits to them and the Dealership, the basic fundamentals of how a Lease works, the basic concept of how Leases are structured, and how to present the Lease with maximum effectiveness.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

26
Apr

Negotiations for Salespeople

A four-hour course that will expose the attendees to processes that will create a much more fluid and less combative negotiating process. Emphasis is placed on verbiage that asks for the sale, creates stronger grosses and allows the Customer to feel as though the deal is fair and reasonable. Students who attend this course will leave with a better understanding of the Customers perspective during the negotiating process and learn how to read each person's unique body language for both buying and stress related signs.

Who Should Attend: Sales Managers, Salespeople

Philadelphia

26
Apr

Common Mistakes Salespeople Make

A four-hour course that focuses on the top 30 mistakes that Automotive Salespeople make each and every day. Topics range from hygiene and attitude to understanding the Customer. Heavy emphasis is placed on the common mistakes made during the sales, objection and phone-up process, plus prospecting and social media. The student will be exposed to some great solutions to improve each area.

Who Should Attend: Dealers, GM's, GSM's, Sales Managers, Salespeople

Philadelphia

29
Apr

Entry Level Sales (5 Day Course)

A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles of how a Dealership operates and leave having learned a comprehensive outline on the steps to the sale. Students will learn how to handle the Customer's objections and how to effectively respond to them. Extensive role playing and scenario based situations will be covered, as well as a thorough segment on properly handling Phone-Ups. Each participant will return to the Dealership ready to take their first "UP."

Who Should Attend: New Salespeople

Philadelphia

6
May

Internet/BDC Lead Generation (2 Day Course)

This two-day course is a complete program on effective Lead Generation ideas and concepts for both the internet process and inbound phone leads. Focus is placed on creating Dialogue with the Customer, which in return will create a better opportunity to secure an appointment. Email, Chat and Phone scripts will be created, reviewed and examined, along with structured concepts for ongoing sold and unsold Customer follow-up. This course includes extensive role play and live interactive critiquing of current methods used by most Dealerships.

Who Should Attend: Internet/BDC Personnel, Sales Managers

Philadelphia

14
May

Advanced Sales Program (4 Day Course)

A four-day course for the experienced Salesperson who wants to take their productivity to the next level. This course is based on David's bestselling book, "The Secrets of Inspirational Selling." The goal of this course is for the student to get a better understanding of the Customer and how to utilize a sales approach that will lower the Customers defensive posture and create an environment conducive to higher sales and grosses. Topics include the Sales Steps, Objections, Phone Ups, Prospecting, Follow-Up and Leasing. Extensive role playing, group discussions and the creation of customized word tracks are a big part of this course.

Who Should Attend: Experienced Salespeople

Philadelphia

27
May

Entry Level Sales (5 Day Course)

A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles of how a Dealership operates and leave having learned a comprehensive outline on the steps to the sale. Students will learn how to handle the Customer's objections and how to effectively respond to them. Extensive role playing and scenario based situations will be covered, as well as a thorough segment on properly handling Phone-Ups. Each participant will return to the Dealership ready to take their first "UP."

Who Should Attend: New Salespeople

Philadelphia

5
Jun

Advanced Service Management Program (3 Day Course)

This three-day course is dedicated to providing experienced Service Managers with ideas, tools and techniques to grow and enhance their Service Department. The course is a complete A to Z course for all Service Managers who want to take the department to the next level. Ideas on team development, increasing revenue through better sales processes, how to track results, effective scheduling, the benefits of a quick lube and quick maintenance department, Service Advisor and technician bonus and pay plans, benefits of a Service BDC Department, the power of video in the up sell process and how to manage service expenses.

Who Should Attend: Dealers, GM's, Fixed Ops Directors, Service Managers

Philadelphia

10
Jun

Advanced Sales Program (4 Day Course)

A four-day course for the experienced Salesperson who wants to take their productivity to the next level. This course is based on David's bestselling book, "The Secrets of Inspirational Selling." The goal of this course is for the student to get a better understanding of the Customer and how to utilize a sales approach that will lower the Customers defensive posture and create an environment conducive to higher sales and grosses. Topics include the Sales Steps, Objections, Phone Ups, Prospecting, Follow-Up and Leasing. Extensive role playing, group discussions and the creation of customized word tracks are a big part of this course.

Who Should Attend: Experienced Salespeople

Philadelphia

20
Jun

Advanced F&I Concepts (2 Day Course)

This two-day F&I course has been designed for the F&I Manager who is ready to take their productivity to the next level. Emphasis is placed on advanced F&I sales concepts, structured presentation steps, and the art of responding to customer objections. Topics include the importance of F&I, understanding the Customer, the Banking process, and the value of developing control over the delivery process. From the sales perspective of F&I, the student will learn some very advanced techniques on how to effectively do both cash and credit union conversions, offer effective product presentations, methods for advanced Menu closing concepts, and some new and exciting ways to overcome objections. Extensive role play and group discussion are a big part of this course.

Who Should Attend: F&I Directors, Experienced F&I Managers, New F&I Managers and Back-Up F&I Managers.

Philadelphia

24
Jun

Entry Level Sales (5 Day Course)

A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles of how a Dealership operates and leave having learned a comprehensive outline on the steps to the sale. Students will learn how to handle the Customer's objections and how to effectively respond to them. Extensive role playing and scenario based situations will be covered, as well as a thorough segment on properly handling Phone-Ups. Each participant will return to the Dealership ready to take their first "UP."

Who Should Attend: New Salespeople

Philadelphia

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