Educating your employees isnot 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, youradvantage is in your knowledge and expertise. And study after study has shown thatconsumers rely on tire dealers for recommendations.
Providing periodic,specially tailored training to your entire staff – technicians, salespeople andcounter help – helps keeps them motivated and confident.
Here are some generalguidelines to follow when training personnel:
• Determine the need foreach employee, individually. Does a person need sales training? Instruction onchanging and balancing tires or conducting other vehicle services? Assistancewith general customer service? Product and brand knowledge?
• Repetition is key tolearning. Look at education as a continuous effort, requiring your ongoingsupport.
• Hold mandatory staffmeetings to review old material and go over new information. Conduct thesemeetings at least quarterly.
• Put it in writing. Somebusiness owners give their salespeople “scripts” detailing how to sell productand approach customers.
• Read trade magazines andselect relevant articles to pass along to your staff. Follow up with a briefdiscussion about the articles.
• Involving as many of thesenses as possible enhances learning and retention. This is why video training– with sight and sound – can be especially effective. Suppliers and TIA offerextensive video training.
• Tie training into anemployee’s larger goals. For most tire dealers, employee turnover is a bigissue, and it seems at times people are in it just for the paycheck. But whenemployees realize that certain skills, such as selling ability, can help themachieve their overall life and work goals, training can become more meaningful.
• Maintain a steady streamof information in your dealership. Younger employees, especially, may needfrequent reinforcement to stay motivated.
• Whenever possible, takeyour employees to trade shows or seminars where they can attend classes andalso network with others in the industry.
– Source: Tire ReviewBusiness Toolbox
