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Bilinguals from Hispanic job fair embark on sales training in pilot program

November 17, 2010

About 30 bilingual dealership sales candidates are expected to begin CATA Learning University training April 2 prior to dealership placement, under a CATA pilot program to screen, interview and train candidates to meet dealer needs in the expanding Spanish-speaking marketplace.


The candidates who will embark on the Emerging Sales Consultant course will be matched with CATA dealers who responded to the pilot program in January. If the subsequent dealership placements succeed, the program could expand to train candidates for Spanish-speaking receptionists, service advisors, technicians and F&I staff. 

The CATA identified the candidates by participating at a March 7 diversity job fair at Morton College in Cicero, where bilingual job seekers could meet face-to-face with potential employers. The job fair, presented by Hoy newspaper, attracted more than 50 exhibitors from Fortune 500 companies.


The Emerging Sales Consultant course offers three days of training—two initially, then a follow-up class about three weeks later, to reinforce teachings compared against what the employee faces on the job. CATA Learning University instructors hope to place the new candidates after the second class. Candidates will be matched by their ZIP codes with the nearest dealerships participating in the pilot program. 

Other upcoming Learning University courses include Advanced Sales Consultant training on April 23; and Association of Finance and Insurance Professionals (AFIP) certification on April 24. All CATA Learning University training offers 50 percent tuition rebates to dealers whose employees successfully complete a course.


For more about CATA Learning University, see