KUALA LUMPUR: Chery Malaysia hosted its Sales Advisors’ Appreciation Dinner recently, celebrating the dedication and professionalism of its nationwide sales team.
The event marked a significant milestone as 77 Sales Advisors graduated from the Chery Certified Sales Professional (CCSP) Programme, a specialised training initiative designed locally to elevate customer experience and strengthen product expertise.
Introduced in April, the Chery Certified Sales Professional (CCSP) Programme is an intensive course designed exclusively by Chery Malaysia.
The certification for all Sales Advisors who have completed at least six months of service is mandatory, with the goal of cultivating a new generation of professional, knowledgeable, and customer-focused sales personnel.
The programme combines theoretical assessments and face-to-face evaluations after three months, ensuring participants are equipped to confidently match customers with vehicles that best suit their lifestyles and expectations.
At the same time, it empowers them to clearly and effectively communicate Chery’s diverse product offerings and advanced technologies.
Speaking at the event, Chery Malaysia vice-president Lee Wen Hsiang said continuous training and product knowledge are a priority in the evolving automotive landscape.
"Our Sales Advisors are the face of the brand. Their knowledge, confidence, and ability to guide customers are what truly shape the Chery ownership experience.
"As our technology and products evolve rapidly, it is essential that our sales team grows with it, ensuring every customer receives accurate information, sincere advice, and a memorable showroom experience,” he said.
A CCSP graduate, Ashraf Mokhtar, said the CCSP Programme taught him to focus not just on the car, but on how customers feel and what they really need.
"When you understand them better, helping them find the right car feels much more meaningful," he said.
The CCSP Programme has now entered its second cohort, which began in early October.
Chery will soon introduce the Chery Super Hybrid Expert Programme, an initiative aimed at identifying and developing expert Sales Advisors in the Chery Super Hybrid (CSH) technology.
This programme will combine theory and practical training in hybrid systems, sales communication, teamwork, and product expertise, with the goal of having at least one certified CSH expert in every Chery showroom to guide customers and mentor junior advisors as plug-in hybrid vehicles gain traction in Malaysia.
During the event, Chery Malaysia also recognised its Top 20 Sales Advisors nationwide, representing the Central, Southern, Northern, East Coast, Sabah, and Sarawak regions, for their exceptional performance and dedication.
Among the nationwide top achievers were Ivy Tan Shiuh Ling from Chery Bukit Mertajam, Sim Kee Hong from Chery Ampang and Lim Kok Chuan from Chery Bukit Puchong.
Tan said selling cars wasn’t just about numbers — it’s about understanding people.
"I joined Chery by chance after accompanying a friend who was interested in purchasing a Chery car, but along the way, I found something I truly enjoy.
"The training and support from the Chery team have helped me speak to customers with confidence and build real trust.
"Every happy customer reminds me why I love this job,” Tan said.
