Educating your employees is
not only extremely important for your dealership’s regular business operations,
it’s also expected by customers, who are paying for knowledgeable service.
Remember, as an independent tire dealer competing with the big-box stores, your
advantage is in your knowledge and expertise. And study after study has shown that
consumers rely on tire dealers for recommendations.
Providing periodic,
specially tailored training to your entire staff – technicians, salespeople and
counter help – helps keeps them motivated and confident.
Here are some general
guidelines to follow when training personnel:
• Determine the need for
each employee, individually. Does a person need sales training? Instruction on
changing and balancing tires or conducting other vehicle services? Assistance
with general customer service? Product and brand knowledge?
• Repetition is key to
learning. Look at education as a continuous effort, requiring your ongoing
support.
• Hold mandatory staff
meetings to review old material and go over new information. Conduct these
meetings at least quarterly.
• Put it in writing. Some
business owners give their salespeople “scripts” detailing how to sell product
and approach customers.
• Read trade magazines and
select relevant articles to pass along to your staff. Follow up with a brief
discussion about the articles.
• Involving as many of the
senses as possible enhances learning and retention. This is why video training
– with sight and sound – can be especially effective. Suppliers and TIA offer
extensive video training.
• Tie training into an
employee’s larger goals. For most tire dealers, employee turnover is a big
issue, and it seems at times people are in it just for the paycheck. But when
employees realize that certain skills, such as selling ability, can help them
achieve their overall life and work goals, training can become more meaningful.
• Maintain a steady stream
of information in your dealership. Younger employees, especially, may need
frequent reinforcement to stay motivated.
• Whenever possible, take
your employees to trade shows or seminars where they can attend classes and
also network with others in the industry.
- Source: Tire Review
Business Toolbox