- ■ Volume 4: May 8, 2017
These leading dealers have become believers in the value of extended training for themselves and their employees.
"Professional training is an investment in your business and your people that can help equip your team with the practical knowledge and tools they need to succeed in today's dynamic business environment," said Jim Whiteford, executive director of learning and development at Ally. "Ally Academy's comprehensive dealer training programs have reached more than 32,000 dealership employees, driving education and engagement at all levels of the dealership."
Name: Richard Herod III, general manager
Dealership: White Bear Mitsubishi, White Bear Lake, Minn.
His training investment: Two years ago, Herod participated in an intense, five-day off-site workshop that allowed attendees to simulate managing five months of a dealership's retail operations. He then committed to sending the rest of his management team to the workshop, and five have attended so far.
The payoff: "It was an eye-opening event for me. Each day we were given a month's worth of data and it really demonstrated how every part of the dealership works together. Now when I see one of my management team taking a moment to step away from themselves and consider how a decision- like ordering too many parts or stocking too many used cars- might impact the rest of our business, I see a real-time impact from this training investment." Why training matters to his business: "The fifth tenet of our company is a commitment to ongoing improvement. We believe that's the real measurement of a dealership's success. These days, if a dealership isn't getting better, its position is getting worse."
Name: Markus Kamm, director of sales
Dealership: Tynan's Nissan & Volkswagen, Aurora, Colo.
His training investment: Kamm attended a lunch-and-learn session on legal awareness and compliance for dealership managers, then two months later decided to bring the lessons in-house, providing legal awareness training to all customer-facing staff at his dealership.
The payoff: "What a lot of people don't think about is that legal awareness isn't just about what happens in F&I or in negotiations, but it starts out on the lot, with the conversations you might have with a customer. We've already created a rate markup cap that our owner signed and is put into every deal. In today's climate, you want to make sure every employee is aware that we are committed to doing the right things for the right reasons." Why training matters to his business: "It's great to relay information to our team, but it's invaluable to have a third party come in and conduct awareness training for us."
Name: Billy Mullinax, general manager
Dealership: Rockie Williams' Premier Dodge Chrysler Jeep Ram, Mount Juliet, Tenn.
His training investment: This year Rockie Williams moved into a new facility more than four times as large as its previous footprint, and the sales staff nearly doubled in size, including several employees new to the car business. Mullinax brought in an outside trainer for a class on innovative selling for the entire team.
The payoff: "Part of the class was about how to communicate with customers on the phone and in person–and how sometimes it's not so much what you say but what you don't say. I've seen an improvement in them being able to keep control of the sale, how they use the qualification process to figure out what's important to the customer, and how they really use the walk-around to emphasize what's important to that customer." Why training matters to his business: "Unless you have a dedicated person for training in your dealership, typically training can be a haphazard thing. If you are going to have professional, successful people, my advice is to bring in an outside source to do this type of training."