The Hidden Cost of Automotive Sales Managers Lacking Coaching Skills
Walk into the average sales tower, and what do you see? Managers with their heads buried in CRM screens, working deals, printing pencil sheets, or locating inventory. They are busy, stressed, and working hard. But are they coaching?
The unfortunate reality is that most automotive sales managers are actually “Desking Managers,” not “People Managers.” They manage the metal, not the humans. When managers lack coaching and mentoring skills, the dealership suffers from stagnation and high turnover.
The Difference Between Desking and Coaching
Desking is transactional. It’s about the math of the deal happening right now. Coaching is transformational. It’s about improving the salesperson’s skill set for future deals.
A manager who lacks coaching skills will simply take over a struggling deal, close it themselves, and pat the salesperson on the back.
- The Result: The car gets sold, but the salesperson learns nothing. They become dependent on the manager to close for them.
- The Solution: A coaching manager would debrief the deal afterward. “Where did we lose control? Why did you offer the discount there? Let’s role-play how to handle that differently next time.”
Without this feedback loop, your sales team never improves. You need In-Dealership Hands-On Coaching to teach managers how to develop their people.
Why Managers Don’t Coach
- Time Constraints: They believe they are too busy desking deals to stop and train. This is a fallacy; better-trained staff require less desking time.
- Lack of Know-How: As mentioned in previous articles, they were likely promoted because they were good sellers, not because they were good teachers. Selling and teaching are two vastly different skill sets.
- Short-Term Focus: The pressure to hit the daily number often overrides the long-term goal of staff development.
The Impact on New Hires
The lack of mentoring is the primary reason for the “greenpea” washout rate. A new hire is thrown into the deep end with a few brochures and a slap on the back. When they struggle, a manager lacking empathy or coaching skills will simply yell, “Go talk to more people!”
That is not coaching; that is harassment.
A structured New Hire Ramp Plan executed by a manager with mentoring skills can double the retention rate of new hires.
Becoming a Coach
To turn managers into coaches, the dealership must incentivize development. Managers should be measured not just on gross profit, but on the improvement of their bottom 20% of salespeople.
If your management team doesn’t know how to run a training meeting, conduct a one-on-one review, or role-play effectively, they need help. Programs like Weekly Virtual Coaching can demonstrate what good coaching looks like, giving your managers a template to follow.
