If I woke up one morning to find that I suddenly inherited an auto parts store, my first initiative would be to have my entire salesforce certified as ASE (The National Institute for Automotive Service Excellence) Parts Specialists. Why? Because having them certified as Parts Specialists would provide my store with a competitive edge.
There is no stronger marketing message than to post ASE signage inside and outside of your store. ASE is already a successful and highly recognizable brand for certified technicians and piggybacking on this success can give auto parts stores instant credibility. Just why do you think some of the major auto parts chains are trying to herd their counterpeople into taking the test?
The Parts Specialist certification program is voluntary, but it would be mandatory in my store. Every sales person
