Overcoming Sales Team Recruitment Challenges

For automotive dealerships attracting, training, and retaining the right talent remains a significant hurdle.

Most automotive dealerships are filled with the latest electric vehicles and cutting-edge digital tools. The technology is impressive, the cars are in demand, but there’s one major problem—there aren’t enough skilled salespeople to guide customers through the process.  This is the reality for many dealerships today.

As the automotive industry evolves, so does the role of the salesperson. The rise of electric vehicles (EVs), digital sales platforms, and changing customer expectations means traditional selling techniques no longer cut it.  Customers expect more knowledge, transparency, and convenience from sales professionals. Gone are the days of simple price negotiations; today’s buyers are well-informed and seek an advisory experience rather than a hard sell.

Four Key Recruitment Struggles in Dealerships:

1. Skills Gap and Evolving Job Requirements

Sales teams need to do more than just sell. With EVs, they must understand battery technology, charging infrastructure, and sustainability benefits. Digital tools are also a must, with online sales growing and CRM systems playing a bigger role in managing customer relationships.  On top of this, today’s customers expect a personalized, trust-based experience rather than aggressive sales tactics. This requires strong interpersonal skills, product knowledge, and the ability to adapt to new digital sales methods.

2. Negative Perception of the Industry

Automotive sales still suffer from outdated stereotypes. Many see it as a high-pressure, commission-only job with little job security. Younger generations, especially Millennials and Gen Z, prioritize flexibility, career growth, and work-life balance—things traditional dealership roles don’t always emphasize.  Another challenge is the lack of a clear career path. Unlike industries such as tech or finance, automotive sales roles often don’t showcase long-term growth opportunities, making them less attractive to job seekers.

3. High Turnover Rates

The industry has a reputation for high employee turnover. Commission-based pay structures lead to income instability, making it difficult to retain staff. The stress of meeting aggressive sales targets, coupled with long hours, leads many to leave the industry altogether.  Without continuous training and career development, employees can feel stagnant. This lack of investment in their future can push them to seek opportunities elsewhere.

4. Competition from Other Sectors

Tech, e-commerce, and retail companies are competing for the same talent. These industries often offer higher salaries, flexible working conditions, and structured career progression, making them more appealing to job seekers.  There’s also a shortage of candidates who have the right mix of technical knowledge and strong interpersonal skills. Dealerships often struggle to find professionals who can confidently discuss both the mechanics of an EV and the emotional connection a customer has with a vehicle purchase.

What are the solutions? Thoughts on Recruitment and Retention

1. Rethink the Sales Role and Employer Branding

One of the first steps in overcoming these challenges is changing how automotive sales roles are perceived. Dealerships need to showcase these careers as more than just selling cars—they involve customer advisory, technology expertise, and an understanding of sustainability.  Highlighting career growth opportunities is crucial. Showcasing clear advancement paths, from junior sales roles to management positions, can make the industry more appealing. Additionally, introducing flexible work arrangements and emphasizing work-life balance can attract younger professionals.

2. Use People Assessments for Smarter Hiring

A powerful way to improve hiring success is through people assessments. These tools include personality tests, situational judgment exercises, and role-based simulations. They help measure key traits like resilience, adaptability, and customer focus—ensuring candidates have the right mindset for sales, even if they lack direct experience. At Gear, we integrate these assessments into dealership hiring processes, ensuring teams are built with a balance of technical knowledge and interpersonal skills.  The benefits of using assessments include:

• Better Hiring Decisions – Identifying candidates with the right attitude and potential, not just experience.

• Improved Retention – Hiring people who naturally align with sales roles reduces turnover.

• Customized Training – Assessments can highlight areas where new hires need additional support, helping them succeed faster.

3. Invest in Upskilling and Training

To bridge the skills gap, dealerships need structured training programs covering EV technology, digital sales platforms, and customer engagement strategies.  Partnerships with training providers can be highly effective. By collaborating with automotive training specialists, dealerships can create customized learning modules, mentorship programs, and continuous learning opportunities for their staff.  Providing employees with workshops and certification programs ensures they stay up to date with industry trends. This investment in professional development not only improves performance but also increases employee loyalty.

4. Improve Retention Strategies

Retention starts with compensation.  Consider hybrid salary structures that provide a stable base income along with performance incentives. This approach reduces financial uncertainty while still rewarding high performers.  Creating a supportive work culture also plays a big role. Mentorship programs, leadership development opportunities, and regular recognition can help employees feel valued and motivated.  A positive work environment, where achievements are acknowledged and career progression is encouraged, makes it more likely that talented salespeople will stay long-term.

Recruiting skilled sales professionals in the automotive industry is no easy task.

The sector is changing rapidly, and dealerships must adapt their hiring and training strategies to keep up.  By redefining job roles, improving employer branding, leveraging people assessments, and offering strong career development programs, dealerships can attract and retain top talent. Investing in these strategies not only strengthens sales teams but also enhances the overall customer experience.

At Gear, we specialise in helping dealerships build high-performing sales teams. If you’re looking to improve your recruitment strategy and equip your team with the skills needed for success, reach out to us today!