Every dealership worth its salt evaluates its sales persons based on performance and conduct. After an initial selling period, if a car salesperson isn’t doing his or her job, they’re typically not viewed as a valued member of the company and kept around for any length of time. On top of that, many sales people aren’t willing to live on a lean salary while waiting on a commission check. Your sales people have to be good, and you have to ensure the appropriate systems are in place to measure how they perform for your company. Many dealerships make the mistake of forgetting to put their marketing materials to the same test. Ask yourself this question – are you printing out automotive direct mail pieces and holding yearly promotions simply because you have to, or are you truly measuring the efficacy of your campaigns?