A comprehensive recruiting and training program
Looking to build your sales team from scratch? This program combines effective recruiting with hands-on training to get you quality hires who are ready to perform from day one.
Larry spends four days at your dealership. The first two days focus on meeting with applicants from targeted recruitment ads and conducting personal interviews to identify top candidates. Then, Larry delivers two days of process-driven, motivational training that's actually fun. You'll interview the finalists and choose whom you want to hire, plus get Larry's expert take on who will thrive on your team.
Advanced training
When your current team needs a refresher on best practices, a motivation boost, or just a reminder of what great customer service looks like, Advanced Training gets them back on track.
Larry comes to your dealership for small group sessions, then breaks out for one-on-one coaching with each team member. This program works for sales associates at any experience level, as well as your sales managers who want to sharpen their leadership skills.
Training the trainers
The best managers know that one-time training isn't enough. Ongoing development is what builds a championship sales team.
Larry's proprietary Training the Trainers program gives your managers a comprehensive plan to conduct regular training sessions over several months. The detailed workbook includes topics to cover, troubleshooting strategies, and methods to keep your team improving long-term. This training happens on your premises, so your managers never have to leave the store.
Professional car dealership trainer with real-world results
Your sales team is the heartbeat of your dealership. When they're confident, knowledgeable, and equipped with the right techniques, everyone wins—your people, your customers, and your bottom line.
Larry Feldman's automotive training programs are designed specifically for auto dealerships that want to see immediate improvement in sales performance. Whether you're onboarding new hires or sharpening your veteran team, Larry delivers hands-on, in-person training that sticks.
This isn't a generic sales seminar; it’s intensive, customized auto dealership training built around what actually works on the showroom floor. Larry has trained countless sales teams across the country, and the results speak for themselves: more closed deals, higher confidence, and lower turnover.
Need help building your team in the first place?
Core topics that drive real performance
Larry's training covers the essential skills and mindsets that separate average salespeople from top performers. While every program is customized to your dealership's needs, here are some of the core areas Larry focuses on:
Building Genuine Rapport Customers buy from people they trust. Larry teaches your team how to connect authentically, read the room, and create relationships that lead to sales—and referrals.
Handling Objections with Confidence Price, timing, trade-in value—objections are part of the game. Your team will learn how to address concerns smoothly and keep deals moving forward.
Creating A Personal Brand Great salespeople don't just represent the dealership—they represent themselves. Larry helps your team develop their unique style and reputation that keeps customers coming back.
Mastering Dealership Processes From the meet and greet to the F&I handoff, understanding your dealership's flow is critical. Larry ensures your team knows the process inside and out. Staying Positive and Resilient Selling is not easy. Larry equips your team with the mindset and tools to handle rejection, stay motivated, and show up every day ready to win.
Staying Positive and Resilient Selling is not easy. Larry equips your team with the mindset and tools to handle rejection, stay motivated, and show up every day ready to win.
Want more sales insights? [Check out Larry's blog] or [grab a copy of his book.]
In-person, customized training at your dealership
Larry doesn't believe in one-size-fits-all training. Every dealership is different, and your team deserves a program that fits your culture, challenges, and goals.
Here's what to expect:
In-person training
Larry travels directly to your dealership for immersive, hands-on group sessions. Your team learns together, practices together, and walks away ready to apply what they've learned immediately.
2-3 day intensive programs
Larry works with you to design the format and length that best serves your team's needs.
Group sessions for maximum impact
Larry can train your entire sales team, including managers if you wish, creating a shared language, accountability, and energy that carries forward long after the training ends.
Customized curriculum
Whether your team needs help with closing techniques, objection handling, or attitude adjustments, Larry tailors each session to address your specific goals and pain points.
Ready to bring Larry to your dealership?
Schedule a consultation today.
Experience. Energy. Results you can measure.
Larry Feldman isn't just a car dealership trainer—he's a recognized and respected automotive industry expert who understands what it takes to succeed on the showroom floor. He brings his personal experience as a former dealership owner to every session. His training isn't about theory or fluff. It's about giving your team practical, proven strategies they can use the moment they walk back onto the lot.
What sets Larry's training apart
Close more deals
Your team will leave equipped with the techniques and confidence to handle more customers, overcome objections, and close at a higher rate.
Build a confident salesforce
Confidence is contagious. When your salespeople believe in themselves and your dealership, customers feel it—and will buy!
Lower turnover
Sales teams that feel supported, trained, and successful stay with their jobs, often turning them into long-term careers. Larry's training helps create a culture where people want to stay and grow.
Real-world application
Larry teaches what works, not what sounds good in a conference room. Every technique, story, and strategy comes out of his years of experience in the automotive trenches.
Your sales team deserves world-class training
Investing in your people is investing in your dealership's future. Whether your team is struggling to close or you just want to take performance to the next level, Larry Feldman's automotive training programs deliver results.
Don't settle for average when your team is capable of so much more.