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our work > Cadillac CTS Dealer Team Training To create an enduring, positive impression about Cadillac, dealers must be knowledgeable and excited about the product. This is why Cadillac asked ESI to help implement a national 2008 CTS sales training event that visited 28 cities and trained over 6,000 Cadillac sales people.
The event was focused on the CTS with competitor vehicles available for comparisons. ESI staff consisted of two lead presenters and two professional drivers managing a six-hour training session. ESI and Cadillac brand marketing managers developed the course curriculum and product information. Drive time included a closed-course track and a street drive.
A graphic wall highlighting numerous CTS features was a highlight. As dealer sales staff examined the wall, they played a narrated explanation of the features on a small MP3 player equipped with headphones. Various CTS features were illustrated on the graphic wall with numbers that corresponded to explanatory tracks on the MP3 player.
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