DLA Training Centers

The only complete Automotive Training Centers in the country!

Serving the Philadelphia, Pittsburgh & New York / New Jersey Markets

About the Training Centers

The DLA Training Centers are located in King of Prussia - PA, Pittsburgh - PA and Paramus, NJ. Our 10,000 square foot facilities offer 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
Sep

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

NY/NJ Metro

25
Sep

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

25
Sep

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

Pittsburgh

3
Oct

Advanced Service Advisor Program (2.5 Day Course)

This 2 ½ 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

NY/NJ Metro

3
Oct

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

NY/NJ Metro

3
Oct

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

3
Oct

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

Pittsburgh

3
Oct

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

3
Oct

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

Pittsburgh

4
Oct

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

4
Oct

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

Pittsburgh

5
Oct

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

5
Oct

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

Pittsburgh

5
Oct

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

5
Oct

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

Pittsburgh

6
Oct

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

6
Oct

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

Pittsburgh

10
Oct

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
Oct

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

11
Oct

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

16
Oct

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

Pittsburgh

16
Oct

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

Pittsburgh

17
Oct

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

17
Oct

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

Pittsburgh

17
Oct

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

NY/NJ Metro

17
Oct

Advanced Sales Management Program (4 Day Course)

This four-day Advanced Sales Management course is a complete program for all Sales Managers. Focus is placed on becoming a Leader and not a Boss. This begins by exposing them to the newest and best practices for leading a sales force to success. Topics include Inspirational Sales Processes, Advanced Negotiating Techniques, how to be an effective Coach, Hiring and Interviewing ideas, plus our DLA Train the Trainer concepts that will develop their skills on how to train their staff. This course turns Managers into true Leaders.

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

Philadelphia

17
Oct

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

NY/NJ Metro

18
Oct

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

NY/NJ Metro

18
Oct

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

18
Oct

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

19
Oct

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

19
Oct

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

20
Oct

Train the Trainer

This four-hour course teaches the student the art of training, from understanding the impact training has on others to training material development. Each attendee will learn how to develop effective sales meetings, training events and one-on-one coaching sessions. Strong emphasis will be placed on creating an in-dealership training and coaching program and how to effectively support and monitor it.

Who Should Attend: Dealers, GM's, GSM's, Sales Managers, F&I Directors, Service Director/Manager

Philadelphia

20
Oct

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

23
Oct

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

23
Oct

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

NY/NJ Metro

23
Oct

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

Pittsburgh

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