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‘Modern Trade Evaluation’, ‘Advanced Sales Consultant’

November 17, 2010
2 Learning University classes offered free

Talk about getting something for nothing. Employee training to make a dealership more profitable is offered by CATA Learning University this year at a price that is impossible to overlook: free


For the remainder of 2007, tuition is free to attend "Modern Trade Evaluation" and "Advanced Sales Consultant," two of the 12 courses proffered by CATA Learning University. All classes meet at the CATA offices in Oakbrook Terrace. 

Regular tuition for the daylong "Modern Trade Evaluation" and "Advanced Sales Consultant" training is $200. The CATA reimburses to member dealers 50 percent of the tuition for all employees who successfully complete a course. And for the remainder of this year, Learning University is offering a $100 discount, effectively making the courses free.


The Web site,, presents all course descriptions and a training calendar, and accepts online registration. The instructors, Vince Tunzi and Lee Eddy of CATAlyst Performance Solutions, also can be reached at 630-748-6048. 

Future 2007 class dates for "Modern Trade Evaluation" are July 25, Sept. 12 and Nov. 7; for "Advanced Sales Consultant," dates are July 26, Sept. 13 and Nov. 8.


"Modern Trade Evaluation" helps salespeople negotiate trade-in appraisals with customers who overvalue their vehicles based on the highest figure they find on Web site sources, Tunzi said.  

"If I’m a consumer, I’m emotionally attached to my car. It’s perfect," said Tunzi. "But a salesperson who says ‘You did it (appraisal) wrong, let me show you the right way’ creates a lose-lose feeling." Plus, trying to close large gaps between a customer’s trade-in price expectation and the used-vehicle manager’s offer can be time-consuming and even deal-breaking.


"Before we even tell the customer what the car is worth, we establish expectations based on the customer’s research," Tunzi said. "We escort him to the computer and go to that third-party Web site for the same information the customer gathered. Now, we can educate the customer on how a fair trade-in value is determined, instead of defending how we arrive at the value. 

"Then we go to the vehicle for a walk-around. Is the vehicle condition really pristine or is it average? And remind them it’s a wholesale deal, not retail.


"The process shortens negotiation time, appeases the customer and builds credibility for the dealership," he said. "And it makes the computer the bad guy." 

Training in "Advanced Sales Consultant" helps experienced personnel rediscover their strengths and how to maximize them, and identify areas of weakness and how to manage them. Video role-playing is reviewed by the class, providing group feedback.


Tunzi said the course give seasoned professionals the chance to share their success stories. He said: "You’ve been on the floor for five years. What do you find to be the best way to build gross in to a deal?"