Welcome to Apex Dealer Academy! I am excited to get to know many of you as you learn and grow as a part of this community.
I sold my first commissioned item over 20 years ago. Back then, I called the training I received "Tiger Training," because you were given the basics and pretty much told, "Go get 'em, tiger." As a result, there was a lot of trial and error in my learning, and I had to study on my own to develop strategies and learn techniques to succeed. When I was recruited to car sales, I thought I would have to overcome a steep learning curve in order to be successful at it. Boy, was I wrong. I was given the opportunity to be trained by a national trainer. As a result of that training, I made more money than I ever had, and I owe nearly everything about how I did it to a man named Greg.
I have unfortunately forgotten his last name. But Greg took the time to actually train me. He didn't just point me toward the keys and the lot; he walked me through how to greet a customer, how to listen for what they really needed, and how to handle the moment someone says "I need to think about it." He built me from the ground up.
It took me years to realize how rare that was. I watched new hire after new hire come through after me, and none of them got what I got. No real training. No one walking the floor with them, showing them how it's actually done. Just a badge and good luck.
I got fortunate. Along the way, I wrote it all down. Every script that worked, every objection I learned to handle, every negotiation that taught me something: notes I kept for over two decades, from selling supplements, to phones, and then in dealership leadership.
The intense training I received from Greg, and the notes I took and kept, sold a lot of vehicles for me. They're also the reason this course exists.
Elevate Sales Excellence: Automotive is everything Greg gave me, plus everything I'd learned before and since, organized into something any dealership can actually use. My goal is simple: give every rep and manager the kind of real, structured start I was lucky enough to get, instead of leaving it up to luck like it was for me.
I don't know what happened to Greg, or if he'll ever see this. But if you're holding this course, you're getting what he gave me.
— Brockie Brent
Founder & Lead Trainer, Apex Dealer Academy
The Course:
What Is Inconsistent Training Actually Costing Your Store?
Every dealership loses deals to the same problem: a talented rep who never got a real process, or a manager who's coaching on instinct instead of a system. You already know what that costs — in missed gross, in turnover, in the six months it takes a new hire to become reliable.
Elevate Sales Excellence: Automotive fixes that with a single purchase. It's not a seminar your team attends once and forgets. It's a reusable, print-ready training system — the exact floor process, word-for-word scripts, and coaching framework that takes a rep from "new hire" to "top performer," and a manager from "boss" to someone their team actually wants to be coached by. Buy it once, and every rep and manager you hire from now on gets trained on it — no per-seat fees, no annual renewal.
Every module follows the same structure: why it matters, the exact process, key takeaways, and a practice exercise you can run today — not just read. This isn't a manual that sits in a drawer. It's built to be opened before a shift, referenced during a coaching session, and handed to a new hire on day one.
Dealership owners and GMs who want a consistent training standard across the whole floor — one system every rep and manager works from, instead of whatever each person picked up on their own.
A complete, print-ready training system covering the full customer journey and the full leadership cycle — something you can put in front of a brand-new hire on their first day, or hand to a manager building their first coaching plan. Own it once, and it trains every rep and manager you'll ever hire.
Delivered as a polished, print-ready PDF — read it on any device, print individual modules for training sessions, or work through it module by module as a self-paced course.
Course options based on dealership size and need.
The Rules:
License Grant
Upon purchase, the buyer is granted a license to use Elevate Sales Excellence: Automotive ("the Course") and any bonus resources included at their tier, for internal training purposes only:
Single Dealership License — covers one dealership location, unlimited internal use
Dealer Group License — covers up to 5 commonly-owned dealership locations, plus the Manager Implementation Guide, Role-Play Library, and Sales KPI Scorecard
Enterprise License — covers 6 or more commonly-owned locations, plus the Sales Manager Coaching Toolkit, 30-Day Implementation Plan, and the 90-Day Group Q&A Program, with terms confirmed at purchase
Bonus resources are licensed under the same restrictions as the core Course (see below) — they may not be redistributed, resold, or shared outside the buyer's own organization, regardless of tier.
Regardless of tier, use is limited to the buyer's own organization as defined above.
The buyer MAY:
Use the Course to train employees within their own dealership or dealership group
Print copies of the Course, or individual modules, for internal training sessions
Share the Course internally with employees, managers, and trainers within their organization
The buyer MAY NOT:
Resell, redistribute, or share the Course (in whole or in part) outside their own organization
Upload the Course to any public website, file-sharing service, or third-party training platform accessible outside their organization
Repackage, rebrand, or claim authorship of the Course content as their own original work
Use the Course to create a competing training product or service
Multi-location coverage follows the tier purchased (see License Grant above). Separately owned dealerships (e.g., different franchise owners, or locations outside the purchased tier's coverage) each require their own license. If a Single Dealership License holder expands to additional locations later, they may upgrade to a Dealer Group or Enterprise license.
Car sales professionals, and sales professionals in general, are encouraged to become members of our community. As we grow, this site will become an increasingly valuable source of training and support as you learn to become a top-notch sales professional and customer service expert.