Traditional walk-in traffic is no longer the main source of leads for dealerships. In fact, Think with Google has recently reported that 95 percent of buyers start their journey online. Now more than ever, it’s important for dealerships to reach their prospects where they are, and it all starts with the right automotive internet sales training.

This type of training equips your team with digital communication skills needed to engage and convert car buyers. It also helps them understand buyer psychology and how to take customers through the sales process effectively, set appointments, and close more deals.

Internet Sales Training as a Business Priority

Internet leads are now the norm, thanks to digital retailing tools, online marketplaces, and dealership websites. Your team must know how to respond quickly, follow up properly, and build trust. The right automotive internet sales training ensures they’re prepared.

With the right training, your team can:

• Respond faster with relevant, personalized messaging

• Use your CRM to drive better follow-through

• Set more appointments and get more people to show up

These can directly affect revenue, gross, and team performance. Dealerships that treat internet sales training as a strategic priority don’t just get more leads, they close more of them.

What Makes a Training Program Effective?

Not all training is equal. If your team is watching generic videos or using outdated scripts, they’re not learning what works. The best automotive internet sales training is built for real-world dealership life and produces real results.

When you’re looking for a good automotive internet sales training program for your dealership, bear in mind that it should be:

• Made for dealerships. It speaks the same language your team does, from appointments, ups, to CRM leads. It should not provide generic sales advice that p[you can get anywhere.

• Hands-on. The best training includes live roleplays, real call reviews, and examples that match your team’s daily tasks.

• Gives real-time feedback. Coaching is a critical part of effective sales training, so your sales team should get it at the moment when it matters, not a month or so later. 

• Reinforces the basics. Strong training builds habits around lead response, outbound calls, and keeping your CRM clean and up to date. While your chosen training program shouldn’t be throwing generic advice, it shouldn’t forget about the basics either. These provide a strong foundation for every salesperson, regardless of their experience level.

The right training program builds culture, creates consistency, and lays the groundwork for long-term success. It helps your team follow the same playbook, coach each other better, and scale performance across the store. 

When training is done right, your team follows a consistent process, holds each other accountable, and gets better results. That means more leads worked, more appointments set, and more deals closed.

That’s what effective automotive internet sales training delivers.

Top-Rated Programs Dealerships Trust

Not all programs are created equal. Below are a few trusted names in automotive internet sales training, known for improving lead handling, appointment show rates, and close ratios:

RevDojo

RevDojo is known for combining sales psychology with tactical training tailored for modern digital shoppers. It delivers clear, actionable strategies that align with your team's KPIs.

Why it works:

• Designed for BDCs and sales floors

• Emphasizes follow-up urgency and conversation flow

• Includes LMS, scorecards, and live coaching support

Dealer Synergy

Dealer Synergy, led by industry veteran Sean Bradley, focuses on comprehensive internet sales techniques.

Why it works:

• Covers phone, video, text, and CRM strategy

• High-impact coaching for both agents and managers

• Proven to increase show and close rates

Phone Ninjas

Phone Ninjas brings a sharp, energetic approach to phone and internet lead handling.

Why it works:

• Heavy on real-play scenarios and call reviews

• Immediate skill improvement in tone, objection handling

• Built to improve contact and engagement rates

Joe Verde Group

Joe Verde has long been trusted for foundational sales training. Their internet-focused modules provide structured lead conversion processes.

Why it works:

• Comprehensive lead response workflows

• Ideal for onboarding and upskilling

• Emphasizes consistent follow-up structure

Grant Cardone Sales Training University

Cardone University provides high-energy, mindset-driven training with a digital twist.

Why it works:

• Engaging short-form content with mobile access

• Focused on urgency and pipeline momentum

• Strong for competitive sales cultures

Alan Ram’s Proactive Training Solutions

Alan Ram developed a strong training library on appointment setting and inbound lead strategy.

Why it works:

• Clear call scripting and lead management

• Trusted by some of the largest dealer groups

• Supports better control of lead-to-show ratios

Choosing the Right Training Partner

Choosing the right partner depends on your store’s setup, team, and goals. A strong automotive internet sales training partner will fit into your existing structure and help you scale faster.

Here are key things to consider:

• Sales Structure: Are you running a centralized BDC, a hybrid setup, or letting salespeople handle internet leads themselves? Your training partner should align with how your store actually works, not try to change everything overnight.

• Experience Level: Are you onboarding brand-new hires or sharpening your top performers? New salespeople need foundational skills, while experienced reps benefit from coaching that targets weak spots and sharpens strengths.

• Manager Coaching: A strong partner doesn’t just train the sales team—they help your managers coach better, too. That includes teaching them how to review calls, give feedback, and hold the team accountable.

• Tech Stack Compatibility: Your CRM, phone system, and LMS all need to work together. Look for a training solution that integrates easily with your tools to avoid extra work or missed reporting.

Consider the provider’s experience in automotive too. Generic training companies might not understand the realities of showroom traffic, aging leads, or equity mining. A partner with real dealership knowledge will speak your language and offer strategies your team can actually use.

Choosing a training partner that fits your workflow ensures smoother onboarding, quicker adoption, and a faster return on investment.

Activating and Scaling the Training

Choosing a program is step one. Making it part of your store’s culture is where the real value lies. High-performing stores use automotive internet sales training as a long-term performance tool, not a one-off event.

Here’s how to activate and scale your training for real impact:

• Lead from the top. Involve dealership leadership from day one. When GMs and sales managers actively support the training, the team follows their lead. Attend kickoffs, join check-ins, and tie coaching conversations back to what’s being taught.

• Track progress weekly. Use your LMS reports to monitor lesson completion and engagement. Look for who’s logging in, who’s applying the material, and who might need extra help.

• Set clear performance goals. Tie the training to specific KPIs: contact rate, appointment set rate, show rate, and close rate. Make sure everyone understands the targets and how training helps them hit those numbers.

• Celebrate wins early and often. When someone books more appointments or improves their follow-up score, recognize it. Use leaderboards, weekly shoutouts, or quick incentives to build momentum and keep morale high.

• Build in accountability. Assign ownership. Whether it’s managers reviewing call performance or team leads tracking LMS progress, make sure someone is responsible for coaching and follow-through.

Dealerships that treat training as a core performance system, not just a resource, see better adoption, higher engagement, and longer-lasting results. When your team knows that training matters, they show up, improve, and stay bought in.

Final Takeaways for Sales Leaders

Online leads are not slowing down. With buyers doing more research and contacting fewer dealerships, your team must be ready to win in the first interaction.

Top-rated automotive internet sales training helps boost lead handling speed and consistency, elevate your team's confidence and communication, and drive measurable growth in key sales KPIs.

Looking for a proven training partner? Start with RevDojo’s automotive internet sales training and give your team the tools to win more deals from their very first conversation.