Over the next few weeks, TPS will share in-depth conversations with this year's six nominees, detailing how they found their way to the truck dealer business, how they've navigated the industry, their efforts to lead their businesses and more. These conversations will lead up to the announcement of the 2025 ATD Truck Dealer of the Year Award, which will be announced Friday, Jan. 24, 2025, at the ATD Show in New Orleans by Procede Software CEO Larry Kettler and TPS Editor Lucas Deal.
Jeff Speno, Mission Valley Ford, 2025 ATD Truck Dealer of the Year Nominee
How did you get into the truck dealer industry?
I started in the truck dealer industry the same way many others in the industry have, through family. My father worked for International Trucks after college and before buying truck dealerships. I started working for his dealership during my high school years and through college. I learned to love the industry and started working full-time after college and have continued ever since.
How have you risen in the industry and your company to reach where you are today?
My career has only been at my current dealership from entry-level positions to my current role as dealer principal and general manager.
I actively sought to expand my knowledge by engaging with various truck OEM companies, consultants, and other dealership peers to gain experience and understanding of the industry and strategies to operate a successful dealership.
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What do you like most about being a truck dealer?
I enjoy the truck dealership business. I have emphasized strong employee and customer relationships, highlighting the importance of community connections. Being a dealer of choice to many local businesses gives me a great sense of pride for everything we do.
Describe your leadership style. How do you pilot your business?
My leadership style focuses on setting clear expectations, providing necessary tools, and empowering their management team with autonomy for my management group and our front-end staff.
What do you believe is the most important skill for a truck dealer? How have you cultivated that skill?
The most important skill for a truck dealer fostering employees. The employees of a truck dealership are what makes it successful. For assistance and guidance, I am available and able to offer our employees knowledge or encouragement.
How do you differentiate your business from your competitors?
We differentiate our business from our competitors with our employees. We differentiate our dealership by providing both the scale to serve larger clients and the personal touch appreciated by smaller clients.
What is the most difficult part of your job?
The most difficult part of my job is attracting quality employees that want to share the dealership’s goals and objectives.
How does ATD help you run your business?
ATD assisted me in running my business by giving me a solid foundation and understanding of dealerships during my time at the ATD Dealer Academy. I use the information shared by the ATD regularly. Understanding the big picture of the industry has helped our strategy and decisions for the future.
Why do you believe you were nominated for the ATD Truck Dealer of the Year Award?
I was nominated by a fellow dealer, who I have known for many years and shared business practices and concepts. I believe he nominated me because he understands how I operate my business and has heard about my connection to my local community. He knows I value my business and employees and have a closer connection to family and community.
