Picture this: A customer getting service done on their rig asks the staff at the service counter if they have the latest long haul models at the dealership. The staff stumbles and sends the customer on a wild goose chase around looking for an employee who knows the answer. Does this sound familiar?
Working in a dealership means every encounter with a customer can potentially impact their overall perception of the dealership. Regardless of employees’ positions, they should have a general understanding of the industry and how to discuss aspects of it with customers. Interactions with employees can have a greater impact on the customer’s decision to pursue a purchase – both positively and negatively.
So why don’t more dealers consider their full staff as members of the sales team?
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The opinions customers form based on their experiences with employees can become a deciding factor in whether they follow through with a purchase. Those quick, clarifying conversations with employees can make customers feel more comfortable moving forward with making a purchase. Equipping your full staff with the necessary information to prepare them for customer conversations can help take your dealership to the next level.
Prepping new staff
The trucking industry is experiencing several changes, such as increased options for powertrains, so it’s important to ensure staff members are equipped with the relevant information on industry trends. The best way to set the tone here is for dealers to incorporate information on key truck industry insights during onboarding processes for new employees, allowing them to quickly get a feel for the industry and the differences between truck and car dealerships.
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For example, when new employees join your team, have them spend time in each department of your dealership to learn how they function. This will help the new staff get easily adjusted to their new role, while simultaneously preparing them for potential questions and conversations with customers.
Connecting the dots
For veteran employees, be intentional about helping your non-sales facing staff understand more about the industry. For instance, take turns highlighting various departments in staff meetings or have the sales team lead include one or two FAQs in weekly e-newsletters. You can also try creating a 30-second elevator pitch that gives a description of your dealership and your offerings that employees can review and personalize. The more your staff understands your business, its pain points, and the market overall, the more you’re able to promote an environment of continued improvement and learning.
Consider Cross Training Trainings for various dealership employees are typically separate, as each department has different methods specific for their daily tasks. To help your employees have a more well-rounded understanding of each departments’ capabilities, try cross-training them in areas where it makes sense.
For example, an employee from another department can complete paperwork for the service department if there’s a backlog of trucks needing service. This will not only expedite the service process, but also help other employees understand the ins-and-outs of servicing trucks. Also, you can have employees sit in and take notes on a sales call to help them understand customer expectations and preferences.
Employees who feel confident answering customer questions in an educational, timely manner can help customers view your dealership in a higher regard than those where each department is more siloed.
The back-and-forth customers experience at dealerships can be very frustrating, potentially putting a damper on their overall experience and leading them to seek out competitor options. Dealerships where the teams are cohesive and solve problems efficiently and collaboratively can be valuable to customers and contribute to a healthy work environment.
