Onboarding isn’t just paperwork—it’s a three- to five-day process that makes dealer development agents part of the team from day one. It immerses them in your culture, equips them with the tools to succeed, and builds confidence in representing your brand and values.
The High Cost of Poor Onboarding
Studies show a new dealership salesperson working with 35 to 40 guests close five to seven deals a month. With strong onboarding, that jumps to 10 to 12. One underprepared salesperson can cost a dealership $25,000 in lost revenue in a month.
What’s the cost of an unprepared new agent in your agency? The financial impact is too big to ignore.
Here are five key onboarding elements to ensure success:
1. A Strong Start
A new agent’s first day determines success or failure. Onboarding must begin with intentional preparation—a warm welcome, a clean, organized training space, and a personalized nameplate. These small but powerful details help new agents feel valued and connected.
A chaotic start shakes confidence, sparks doubt and paves the way for failure.
2. Your Agency’s Story and Purpose
New agents must understand what your agency does and why it matters. Leadership must clearly communicate the agency’s mission, values and goals to instill pride and purpose.
Every role—support, prospecting or dealership talent development—contributes to your agency’s success. A strong agency purpose statement helps new hires see their roles as meaningful to the agency’s long-term growth.
3. Onboarding for Growth
A “watch and learn” approach fails. Structured onboarding must provide clear training on service competencies, product knowledge, and agency processes that set you apart.
You can sell F&I products like everyone else, or you can build wealth through F&I, reinsurance, and dealership talent development. Dealers want an agency that delivers F&I expertise and helps develop dealership talent.
Onboarding must prepare new agents to represent your brand confidently, deliver consistent service, and handle adversity with honesty and transparency.
4. A Self-Directed Culture
Hiring doesn’t drive agency growth; effective onboarding does. Too often, new agents are sent out unprepared, leading to lost opportunities and weak performance.
Leaders must establish daily, weekly and monthly actions that drive success and keep new hires on track, and a structured approach helps them stay engaged, focused and committed to agency goals.
When new agents take ownership, they develop problem-solving skills, initiative and the ability to drive results.
If they can’t articulate your agency’s purpose, they are prospecting without direction, proving your agency lacks a strong brand and culture.
5. Coach, Encourage, Develop, Execute
Great agencies don’t just hire talent—they develop it. Onboarding isn’t a one-time event. It’s the foundation for long-term success.
Leaders must coach, encourage, develop, execute and create structured accountability. Without ongoing guidance, new agents lose motivation and struggle to perform at their highest levels.
If a new agent doesn’t believe in your agency’s purpose by the end of his or her onboarding period, he or she shouldn’t be in front of your potential clients.
A structured onboarding process ensures every new hire isn’t just a team member but a brand ambassador ready to deliver exceptional experiences and drive lasting success.
David Ibarra is a managing director for Portfolio, a provider of reinsurance and F&I programs, and a nationally recognized leadership consultant, entrepreneur, speaker and author.
