Onsite Service Advisor Sales Training

Workshops for Fixed Operations Members

Increase your annual service department sales numbers by $200,000+ per Service Advisor...

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premium onsite autoMOTIVE sALES AND sERVICE training for service advisors and fixed operations emplyoees in the U.S.

At Pro Talk, our focus is on showing dealerships, service managers, service advisors and their support staff how to substantially increase their revenues, improve survey scores and excel in customer retention through time tested and proven sales processes. Pro Talk has trained thousands of service employees in the art of selling, communication skills, customer service, customer retention and many other skills to ensure that service departments realize their maximum fixed operation goals. We achieve this through a combination of resources including online and onsite service sales training. Fill out our free consult form for more information about onsite service advisor training courses.

Jeff Cowan’s Pro Talk is dedicated to optimizing the sales of your dealership using our management training programs. Whether you are looking to improve the sales of your service department, parts department, or your business as a whole; our team will be able to guide you through the process so that you reach the sales goals you’ve long yearned for.

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Onsite Training

Expert trainers spend 85% of their time on the drive, coaching, critiquing, role playing, and writing service if need be.
Advisors will learn how to get perfect survey scores.
Advisors will be able to set the customer up for realistic expectations with the use of the Full Service Promise®.
Advisors will learn a professional 4-point walk- around process and how to walk around Every Car, Every Time® while at the same time reducing the write-up time to 7.5 minutes or less.
Advisors will be shown how to close more sales, handle objections and maintain an effective labor rate of 92% to 95% of the door rate.
Our expert trainers will show your staff how to correctly use all of the technology you have on your drive. Whether that be your MPI’s, tablets, emailing, texting, online reservation systems, on the drive braking systems, video, CRM, etc.
We can and will show you how to maximize the opportunities these and other products can and should be delivering to your shop.
Advisors will be shown how to eliminate “heat cases” forever.
On average, a 5/10th increase in customer paid hours per repair order will be seen within 5 days of installing our processes.
Advisors will learn how to take control of the customer and the sale. Advisors will learn how to ask proper diagnostic questions.
Advisors will learn how to get customer retention up to and beyond 80% within twelve months.
Advisors will learn a complete selling system designed to not only maximize sales but also maximize customer retention, survey scores and effective labor rate.

Jeff’s expert trainers are the best in the business. Each has been an advisor, service manager and or fixed operation director. They average 30 years experience prior to working with Jeff Cowan’s Pro Talk, Inc.

Workshops, Keynotes and special speaking events

It’s understandable that you might not be able to turn over your entire fixed operations to our training team, which is why we offer the different meeting types listed above. We will conduct our training programs based on your availability. Whether you only want a keynote address, a two-hour session, or a two-day workshop, we can accommodate your needs and schedule to help train your employees.

Meeting Types

  • 60 to 90 minute keynote addresses
  • 2 to 3 hour meetings
  • Half-day meetings
  • One-day workshops
  • Two-day workshops

Topics include but are not limited to

  • Sales
  • Management
  • Goal setting and execution
  • Maximizing Your Closing and Handling Objection Skills
  • Six Step Sales Process
  • Forgotten Rules of Professional Salesmanship
  • The Six Areas of Closing Sales
  • Setting realistic expectations
  • Building Rapport
Check Out Our Workshops
BDC Training
  • Trainers will work with BDC managers and reps, cross-training them to understand the service department operations. This ensures consistency between departments.
  • The BDC team will learn how to properly schedule based on shop capacity and capabilities.
  • Trainer will implement word tracks for effective customer communication and setting expectations.
  • Trainer will set up an incentive program for the BDC team to encourage the upsell, thus infusing a sales “culture” within the department.
  • Create a follow-up process for the BDC to maximize missed opportunities with previously declined services.
Quick Lube Training
  • Trainers will ensure there is appropriate management and processes in place.
  • Trainer will work with the manager to ensure proper staffing (including techs and writers), based on shop capacity and capabilities.
  • Advisors will learn how to up-sell from the initial write-up, further creating a sales “culture” and increasing HPRO.
  • Trainer will help to create consistent and effective branding and merchandising.
  • Improve production and workflow based on dealership location and demographic.
Manager Training
  • Financial Management: Reviewing and Training with the financial statement and all pertinent accounts that are related to the Service Department.
  • Service Gross and Net Profit’s In-depth review of Shop Supply Account (where most dealers have their lunch eaten).
  • Departmental Statistics and measuring your departmental performance, against industry standards.
  • Process Building in the Service Department, Do’s and Don’ts Personnel hiring, disciplining, rewarding and when to let go.
  • Writing Job Descriptions that really work for the team. Watching your Warranty Expenses and ways to keep them in check.
  • Our Manager Training program will cover a variety of topics geared toward developing leadership, maximizing your team’s capabilities, and optimizing performance.
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Why Pro Talk?

Jeff’s wealth of knowledge and experience comes from being in the trenches in thousands of service departments.  Throughout their 35 years of doing business, Jeff and his staff of expert field trainers have spent countless hours standing on service drives, side-by-side with service employees as they work with real customers in live situations. This enables them to deliver the most relevant, up to date content in the marketplace, that will work for you and your staff right now, today.

Pro Talk’s side-by-side training is the best investment a dealership or automotive service store can make into their service department for long-term success and profit. Pro Talk also offers Public Workshops and Private Workshops, Virtual Training for Service Advisors,  as well as a complete and comprehensive DVD/Workbook Training Program. Jeff and his expert trainers are considered to be the best at what they do simply because they all have successfully worked in the business and continue to work in the jobs they teach others to do.

Regardless of the department, implementing management training programs at your business can make it easier to reach the sales goals you’ve set. Forget settling for a less-than-satisfactory situation at your automotive organization when Jeff Cowan’s Pro Talk is just a phone call away. There are times when an outside voice can make all the difference, especially when it comes to the success of a business. Realizing your business has been struggling and asking for help is not easy. Once you do, you can begin to realize your dreams as the owner.

Whether Jeff’s training is delivered in a workshop, on a DVD set, on his online virtual training platform or through his on-the-drive, side-by-side in-house training, his training processes and content deliver maximum results. Your entire organization will be granted access to Jeff Cowan’s online virtual training system so that they can watch the videos at their leisure. You will not be charged extra viewing fees for additional employees. Our management training programs have helped hundreds of companies throughout North America improve their sales. This is why Jeff Cowan’s Pro Talk has been sought out by companies and associations like the N.A.D.A., NCM Associates, EasyCare, E-Lead1, Nissan, General Motors, Chrysler, Ford, Toyota, Honda and Shell Petroleum for strategic partnerships. It is also the same reason countless vendors have and continue to use his training. Our representatives are standing by ready to answer all of your questions and service department needs.

If you are reading this text, it is likely that you are interested in gaining a sales advantage for your dealership and or service center. Jeff Cowan’s Pro Talk is the premier training opportunity for your service team designed to help dealers and business owners increase sales through a professional world-class sales process. If your sales and service advisors do not have a closing ratio between 70 to 93%, it is likely that you can greatly benefit from the knowledge and expertise available with Jeff Cowan’s Pro Talk training. Contact Jeff Cowan’s Pro Talk today to discuss how we can assist you with your closing ratio by scheduling a premier sales and service advisor training workshop, on-site training event, or virtual online training.

Sadly, the average service advisor only closes about 30% of the sales they offer

The average service advisor who has been trained by Jeff Cowan’s Pro Talk, Inc, has a closing ratio between 70 and 93%. No arm twisting, no pushing and certainly no dishonesty. If you want the same type of results, it’s time for your business to contact Jeff Cowan’s Pro Talk in Rancho Santa Margarita, California.


Jeff Cowan’s Pro Talk has helped thousands of service centers of all sizes and scopes. From the nation’s largest dealers to the newest up-and-comers, Jeff Cowan’s Pro Talk offers the sales knowledge and expertise to take your sales ratio to the next level. Regardless of your dealerships size, we can and will show you how to maximize the opportunity you have everyday.

Processes often determine the destiny of any business, large or small, and the same can be said for automotive service organizations. You can’t simply hire new employees and expect them to assimilate into your organization without a set structure or standard. Even the most experienced automotive employees who come from other service centers or companies need to be trained on how to operate based on the procedures of your company.

If they are not properly trained, your business will struggle at various aspects of the business world. That’s where Jeff Cowan’s Pro Talk can make the difference for your business. Our management training programs have been successful for automotive businesses of all sizes around the world. Call us today at 800-248-2931 to speak to an experienced member of our team about your organization’s needs.


When you come to the realization that your automotive organization needs outside help to improve sales across the board, look no further than Jeff Cowan’s Pro Talk team. Our management training programs have helped automotive organizations around the world maximize the many opportunities they have with each customer.

The sooner you call our team at 800-248-2931 or complete our online contact form, the sooner we can schedule training at your service center.

Call us now at 800-248-2931.

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Pro Talk’s On-site Training is side-by-side in-store training for the entire service staff each step of the way, critiquing, role-playing, and even working directly with your clients, providing specific live examples showing how to implement successful techniques. A great way to absorb Jeff Cowan’s Pro Talk methods is through our On-Site Training program.

Jeff Cowan’s expert trainer will train your staff at your service center by coaching them each step of the way; critiquing, and role-playing with each of them individually. Our On-Site training is the best option for receiving individual, hands-on training for any and all skill levels. We will turn your Service Clerks into Professional Selling Service Advisors, without pushing or selling unnecessary items and even without adding one more customer to your service drive or sending out one more coupon, but by putting consistent processes in place and teaching your advisors an actual skill – the art of selling and customer handling professionally. Call us today for more info!


Public and Private Workshops presented by Jeff Cowan himself are available and are geared toward all Fixed Ops staff, including managers, service advisors, greeters, cashiers, porters; literally anyone in the service department who works with customers.

Each attendee is shown how to have the highest sales, customer retention, and customer satisfaction scores.. Attendees to Jeff Cowan’s Pro Talk workshops average an initial 5/10 increase in customer paid repair orders, substantially increase their customer retention, and find themselves in the top 7% in the country with their customer survey scores by simply using Jeff’s proven methods.
If you would like more information, call us today! You can also reserve seats today for Jeff’s Public Workshops:

“Winning in Service” and “Maximize the Opportunity!”

Event Calendar


NEW for Auto Service Chains
For 35 years, Jeff Cowan has been training dealership service departments and service centers in general on how to be more successful. Jeff is now showing aftermarket auto service chains how to increase retention and profits with some very easy-to-follow processes and methods.

Many local auto service centers today are losing customers to dealerships that have now installed quick service lanes, large tire departments, and many other products and services now matching what the local auto service centers and national chain stores offer. This is causing huge profit losses for local auto service and national chain store businesses.

Jeff Cowan’s expert trainer will train your staff by coaching them each step of the way; critiquing, and role-playing with each of them individually. This is a great long-term investment for your business that can immediately begin to help your customer growth and retention.


Pro Talk Virtual Training is an interactive online sales training platform that provides your service center with cutting edge video training for your service advisors and fixed operations employees. You will get instant access to the nation’s best service advisor training 24/7 from anywhere in the world, unlimited access for each user with no extra viewing charges, and live reporting on all user in-progress & completed training.

Pro Talk VT was designed specifically with advisors in mind knowing they don’t have hours upon end to sit at a computer and watch training long training videos. With Pro Talk VT, you get shorter video clips and more focused content. Available on any computer twenty-four hours a day, seven days a week, Pro Talk VT provides cutting edge training with consistently updated content that is based on real-life situations to help your employees be the best that they can be. Call us for a free trial or more info!

Virtual Training Login




$ 1,499.00 USD


$ 2,495.00 USD


$ 0.00 USD

Online Training

$ 0.00 USD
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Each event attendee is shown how to have the highest sales, customer retention, and customer satisfaction scores. Attendees to Jeff Cowan’s Pro Talk workshops average an initial 5/10 increase in customer paid repair orders, substantially increase their customer retention, and find themselves in the top 7% in the country with their customer survey scores by simply using Jeff’s proven methods.


Private One-Day Workshop - Ford in North Carolina, May 22nd
May 22, 2022
North Carolina
Private One-Day Workshop - Indianapolis, May 27th
May 27, 2022
Private One-Day Workshop - Indianapolis, May 28th
May 28, 2022


On-site training, live workshops, video training product, pocket guide & books

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