ROANOKE SELLERS SAY IMAGE POLISHING NEEDED

                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: TUESDAY, February 11, 1992                   TAG: 9202110054
SECTION: BUSINESS                    PAGE: A3   EDITION: METRO 
SOURCE: DANIEL HOWES BUSINESS WRITER
DATELINE:                                 LENGTH: Medium
ROANOKE SELLERS SAY IMAGE POLISHING NEEDED
If the National Automobile Dealers Association has its way, buying a car wouldn't be a hassle over prices and the value of trade-ins.
The trade group's solution: a campaign to train, certify and discipline dealership sales staffs, making car-buying easier - and cleaning up the long-sullied reputation of car dealers.
"That lying, dishonest loudmouth salesman - there is no place for him in the car business," Gerry Perry, a dealer from Bath, N.Y., said Sunday during the group's annual convention in Dallas.
And the proposal is timely, dealers say, reeling from one of the industry's worst sales years.
"Until we begin to treat people differently, until we try to build long lasting relationships between dealers and customers, we're not going to really make much progress in this industry," said NADA president Richard Strauss.
Some Roanoke Valley dealers predicted Monday the NADA proposal would meet with broad support. "That is not a new concept," said one, pointing out that several manufacturers already have similar programs tied to incentive programs.
"Anything that enhances the image of our industry can only be positive," said Bob Kaplan, vice president of Dominion Car Co. in Salem. Each member of his seven-person sales staff has already been certified by Chrysler's year-old sales certification program.
The NADA program - already subject of a $1 million test in the Washington area - requires salespeople to take a one-day course on ethical and legal practices, with optional one-day courses in sales techniques and consumer psychology. Then, they must pass a certification test.
Charlie Robertson, general manager of Magic City Ford in Roanoke, applauded "anything to create confidence for the general public . . . . I don't know why anyone would be against it."
But at least one valley dealer thinks the program could prove unnecessary.
"Maybe the people in the D.C. area need that," said Bill Pinkerton, owner of Pinkerton Chevrolet-Geo Inc. in Salem. "Down here we don't need that.
"I think NADA would be wasting [its] time for the vast majority of sales people. I don't think it sounds like a viable program."
Still, about 160 salespeople are expected to attend first classes that start in April in several cities. During the first two days of the convention, dealers have signed up another 1,000 salespeople.
The Associated Press contributed to this report.

by Bhavesh Jinadra by CNB