The California Sales Training Academy was established in 1991 by the New Car
Dealers Association San Diego County to promote professionalism in the retail
automotive business through education. Emphasis is placed on product knowledge,
ethical behavior and customer service.
During the four-day course of instruction, adult students prepare themselves
for an exciting and financially rewarding career in the automobile industry. On
the first day, general sales techniques are introduced as well as an overview
of the history of the automobile industry.
During day two, students will be able to perform a "walk-around" inspection of
a new vehicle and product presentation including used cars and demo rides. Day
three covers advanced negotiation skills and a visit to a local dealership. On
the fourth day of class, students role play to fine tune their delivery, learn
about leasing and how to create a selling plan before the graduation ceremony.
At the conclusion of the course, students have the knowledge to present and sell
a car professionally, create referral business and develop a prospect base. Additionally,
graduates receive a certificate of completion and job placement assistance.
Attire for the class is dress shirt and dress slacks (jacket and tie not required
unless directed by the instructor). Shorts, jeans, t-shirts, tennis shoes or other
casual attire are not permitted. To register, call 1-800-633-2886.
Meet the Trainer
David Gonzales
M.A., Ed.
Director of Training
David Gonzales grew up in Salt Lake City and joined the military after High School
in 1961. He had a very successful 20-year military career. Starting off as an
enlisted man, he received a commission as a Second Lieutenant of Armor in 1964.
Dave retired as Mustanger with the rank of Major, having served two combat tours,
in Korea and Vietnam.
During his 20-year career he held several leadership positions as Troop Commander
and Company Commander and served a total of ten years with the General's Staff.
Significant awards include Airborne Wings, Ranger Tab and the Legion of Merit.
During his military career. Dave was able to further his education by obtaining
a B.A. in History, (Minor-Sociology), a M.A. in Education (Guidance & Counseling)
and a M.A. in Education (Administration & Supervision).
Upon retirement Dave joined the Automobile business and has had a very successful
second career. He was Top Salesman at his dealership in 1981 and 1982 and was
promoted to Finance Director after completing Pat Ryan and Associates training
in 1982. By early 1984 Dave had been promoted to Sales Manager and held positions
since as New Vehicle Sales Manager, General Sales Manager and Director of Operations.
Dave started teaching at the California Sales Training Academy in April of 1995.
In less than a year he doubled the number of dealerships actively participating
in the program in San Diego County and has expanded the Sales Training Academy
program to include the Orange County Automobile Dealers Association, The Silicon
Valley Auto Dealers Association, the Automobile Dealers Association of Greater
Philadelphia and the Detroit Auto Dealers Association.
Course Dates