Reignite the Road To The Sale: Back to Basics After COVID

Many Sales Executives currently on dealership floors joined the industry during or after COVID. As a result, they may have missed out on the comprehensive, structured onboarding that was once a standard part of the job, and subsequently learning the 'Road To The Sale'. It’s not their fault—it’s just a reflection of the times. But the lack of that structured learning is starting to show.

So, how do we course-correct and refocus? How do we reignite the Road To The Sale in today’s

environment? It’s simple: Train. Train. Train.

At Total Selling Solutions (TSS), we’ve spent nearly two decades helping dealerships across Australia build, rebuild, and elevate their sales teams through evidence-based training and cutting-edge systems. We know that strong sales outcomes don’t come from guesswork. They come from structure.

And there’s nothing more powerful than getting back to basics.

Why the Road To The Sale Still Matters

The “Road To The Sale” is not just an old-school checklist—it’s the DNA of the automotive sales process. It provides a clear, repeatable pathway for building rapport, uncovering needs, presenting solutions, and closing deals with confidence and consistency.

Without it, even the most promising salespeople can feel like they’re flying blind.

In a time where customers are more informed than ever and competition is fierce, a structured sales process isn’t optional—it’s your competitive edge.

And yet, we regularly see Sales Executives who:

• Struggle to walk a customer through each step with intent

• Skip key parts of the process like proper qualifying or follow-up

• Feel uncertain about handling objections or discussing pricing

• Lack consistency in how they handle appointments, test drives, or handovers

This is where retraining and reinforcement come into play.

The Post-COVID Challenge

COVID disrupted more than just sales targets—it disrupted learning and development. With fewer face-to-face interactions, virtual meetings, and changing consumer behaviours, dealerships understandably shifted focus to day-to-day survival.

But now, as the industry stabilises, it’s time to shift that focus back to skill-building.

The reality is, no one is born knowing the Road To The Sale. It’s a learned process, refined through repetition and reinforced through coaching. Without a structured framework, even talented salespeople

are left to rely on intuition alone—which can be hit-and-miss.

That’s why, now more than ever, dealership leaders must intentionally refocus their teams on the fundamentals.

How To Reignite the Road To The Sale

Here are three practical ways to help your team refocus and rebuild confidence in the Road To The Sale:

✅ 1. Test Their Knowledge

Ask yourself: Can every member of your sales team confidently recite the Road To The Sale?

If not, it’s time to strengthen the foundation.

Start with a simple exercise: Give your team 60 seconds to outline every step of the process—from the meet and greet to the follow-up. If they can’t do it smoothly, that’s your cue to revisit the basics.

At TSS, we recommend regular knowledge checks, roleplays, and pop quizzes as part of your monthly sales meetings. This isn’t about “catching people out”—it’s about keeping the fundamentals top-of-mind.

✅ 2. Identify the Gaps

Training isn’t about pointing fingers—it’s about uncovering areas where your team lacks confidence or consistency.

Are your Sales Executives rushing through the demo drive? Are they skipping customer needs analysis in favour of jumping straight to price? Are they struggling to handle objections or negotiate deals?

Use tools like StreamSpeak (learn more here) to assess call performance, identify breakdowns in process, and highlight training opportunities.

With over 4 million calls assessed annually, our system provides data-backed insight into where real improvement can happen.

✅ 3. Reinforce the Process

Repetition is the key to mastery.

Too many dealerships treat training as a once-off event—a ‘tick-the-box’ workshop. But true behavioural change only occurs through consistent reinforcement.

At TSS, we offer ongoing monthly onsite training as well as flexible online learning via TSS TV (view the platform). These bite-sized video modules allow your team to engage with content that’s current, relevant, and easy to digest—without taking them off the floor for hours at a time.

We also equip your leadership team with tools to coach, mentor, and reinforce the learning in-between sessions—because training should never be out of sight, out of mind.

Why The Basics Are Your Advantage

Modern customers are tech-savvy and time-poor. They’ve often done hours of research before stepping into your dealership. That doesn’t mean they don’t need a great salesperson—it means they need one who can truly add value.

And that starts with having a team who knows the process inside-out.

When your team is trained to follow a structured sales roadmap:

• They appear more professional and in control

• They ask better questions and listen with intent

• They uncover real needs and provide tailored solutions

• They reduce friction and build trust faster

• They close more deals—and with greater margin

The basics aren’t boring—they’re brilliant when done right.

Invest in Training That Sticks

In a constantly changing market, relying on outdated habits or hoping for “natural talent” just won’t cut it.

You need a consistent, measurable approach that’s built to adapt.

That’s where Total Selling Solutions shines. From on-site dealership training (see our programmes) to total call performance systems like StreamSpeak and video-based learning via TSS TV, we’re here to support your team at every level.

And with new tools like our Outbound App (learn more), we’re helping Sales Managers and BDC teams streamline follow-up, drive accountability, and boost conversion rates across the board.

Whether you’re trying to rebuild your team from the ground up or simply tighten up the process with your current crew, remember: the Road To The Sale is only as strong as your team’s ability to walk it confidently, every single time.

The past few years have brought plenty of disruption—but they’ve also brought opportunity. Opportunity to reassess, refocus, and re-energise the way we train, coach, and lead.

Now’s the time to get your team back on track by revisiting the tried-and-true methods that built this industry in the first place.

Because when your people know what to do, how to do it, and why it works, that’s when the magic happens.

Don’t leave your dealership’s success to chance—reignite the Road To The Sale.