As dealerships accelerated digital retailing during the pandemic, giving customers the ability to conduct entire transactions electronically, David O'Brien saw a critical element of the sales process rapidly slipping away: the human interaction that builds relationships.
O'Brien, who has worked in various roles in dealership training for more than 20 years, saw another flaw in a system he helped perpetuate. People like him fly into a city, spend two or three days giving intensive training to service advisers, and then they leave. Soon after, the training often comes to a halt, and what was learned may soon be forgotten.
Those observations led O'Brien to co-found Quantum5, a training company based in Scottsdale, Ariz. It uses artificial intelligence and other technology — as well as person-to-person training — to help teach traditional sales skills, such as recognizing the needs and desires of customers to find what motivates them to buy products and services.