Today we conclude our sharing of 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. The 2025 ATD Truck Dealer of the Year Award will be announced tomorrow at the ATD Show in New Orleans by Procede Software CEO Larry Kettler and TPS Editor Lucas Deal.
Michael Burroughs, Burroughs Diesel, 2025 ATD Truck Dealer of the Year Nominee
How did you get into the truck dealer industry?
My uncle owns our dealership, and from a young age, I’ve been fascinated by trucks. As a child, I would drive my toy trucks around my parents’ house, and I knew early on that I wanted to work in the dealership. My mother, who was an educator and a strong advocate for a college education, told me she would fully support my career aspirations as long as I graduated from college.
During my high school years and college summers, I worked at the dealership, gaining valuable experience. After graduating from Mississippi State University, I moved back home to begin my professional career in the family business.
How have you risen in the industry and your company to reach where you are today?
I’ve been fortunate to have my uncle as both a boss and a mentor. The time I spent working at the dealership during high school and college gave me foundational knowledge, but when I returned home after college, my real education began. I can’t recall the exact schedule, but my uncle made sure I spent considerable time in each department.
This hands-on experience allowed me to understand how each department operates and how they all work together to achieve a common goal. I attended my first Western Star dealer meeting in 1998, where I was one of the youngest attendees. Fourteen years later, I was invited to serve on the Western Star Dealer Council, and a few years after that, I had the privilege of becoming the council chair.
What do you like most about being a truck dealer?
We’re fortunate to have a diverse customer base, and I enjoy the interactions with all of them. Our customers range from commercial accounts, government and municipal clients, and owner-operators, to Fortune 500 companies. This wide spectrum of customers brings unique challenges, each with its own set of needs. These varying challenges keep my role dynamic and interesting, as no two situations are ever the same.
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Describe your leadership style. How do you pilot your business?
I believe in empowering employees and giving them the discretion to make decisions within their departments. Our business is organized into departments, each headed by a manager who runs their department like a separate business unit. This structure fosters a sense of ownership and allows department heads the freedom to make decisions that directly impact their department’s success. I avoid micromanaging and respect the chain of command. I trust my leadership team and believe in their ability to lead their respective departments effectively.
What do you believe is the most important skill for a truck dealer? How have you cultivated that skill?
While truck sales are important, they represent just a small portion of what we do. The core of our dealership is in the parts and service departments. The reality is that most customers come to us with a problem, and it’s essential to address those issues efficiently. Therefore, being a good motivator and a strong listener is crucial. We deal with a wide variety of personalities, and taking the time to listen helps us understand and properly address their concerns.
It’s a skill that develops over time with experience. The more I interact with people and handle various situations, the better I become at understanding their needs and responding effectively.
How do you differentiate your business from your competitors?
As a single-location standalone Western Star dealer, we offer a very hands-on approach. We place a strong emphasis on service, which has been a cornerstone of our business since 1978. While buzzwords like "downtime," "express assessment," and "service throughput" have recently gained popularity, these concepts have been core to our operations for years. We view every vehicle we sell as a service opportunity. By ensuring great service, we believe the sales will follow, as customers will return for continued support.
What is the most difficult part of your job?
While I enjoy interacting with a diverse range of personalities, managing these different personalities can also be the most challenging aspect of my job. While our industry may not be rocket science, people’s varying temperaments and needs can sometimes complicate things.
How does ATD help you run your business?
The ATD provides a wealth of resources to help manage the challenges of running a truck dealership. In addition, the networking and relationships formed over the course of the meetings are equally as important.
Why do you believe you were nominated for the ATD Truck Dealer of the Year Award?
It is truly an honor to be nominated by the Western Star dealer network for the ATD Truck Dealer of the Year Award. As a single-location, standalone dealer in a small town in South Mississippi, this recognition is both humbling and exciting. Over the years, we’ve worked hard to promote the Western Star brand, not only in truck sales but also through our parts and service offerings.
As mentioned earlier, providing exceptional service is the foundation of our business, and this focus on service has contributed to our success. Our performance, despite being located in a small market, and our high level of involvement with Western Star, have likely played a role in this nomination.
