Today, it’s not about the salesperson. It’s about who coaches him or her.

The face of sales management is changing rapidly, and, to keep up, your dealership must be maximizing its selling opportunities. Successful dealerships do three things better than the competition:

1. They thoroughly understand their customers. The salespeople are good at identifying opportunities and articulating the value customers will receive by doing business with the dealership.

2. The dealership recognizes the value in frontline sales management. Being an effective coach means frequent feedback to the sales team. It means investing time to ensure that the salespeople are the best they can be.

3. They use technology to improve business results. These companies realize what gets measured gets done. They use sales metrics, customer relationship management (CRM) systems, and track the performance of the sales team over time.

These actions allow the salespeople and the management team to form closer relationships with their customers thus setting their company apart from the competition.

Mike Moore is the HVAC Training Director at HVAC Learning Solutions, an HVAC industry expert in sales, technical, and business training. Visit Mike’s blog for more insights. Mike can be reached on Twitter @hvaclearning or on Google+ at gplus.to/hvactraining.