Front-line staff crucial to any dealership's success

Ron Loveys

TADA PRESIDENT

From time to time, I use this space to shine the spotlight on a manager or executive who has made a significant contribution to our industry.

Today, I'd like to shine that light on a group of individuals who don't often receive a lot of recognition, but who make a huge contribution to our businesses, day in and day out.

I'm talking about the front-line staff.

These are the receptionists, the greeters, the cleanup staff, the parts-counter clerks, the service advisors, the shuttle bus drivers, and, of course, the salespeople.

Front-line employees represent much more than their working titles suggest. They are the ambassadors of the dealership, the public face of a company and its brand. Their efforts reflect the values of the business.

How receptionists, service advisors and salespeople interact with customers, partners and suppliers usually speaks volumes about a dealership's reputation within the community.

Consider: If you are recommending a dealership to a friend, would you choose one whose staff has a reputation for being cranky and miserable or one whose front-line staff can't do enough for you?

Incidentally, I've visited dozens of dealerships across Ontario over the years. Not coincidentally, dealerships that employ the most cheerful, positive and motivated front-line staff members also happen to be the most successful.

These front-line jobs require special abilities and talents. Take the receptionist, for example. He or she will answer 70 to 100 (or more) phone calls per day (no different, I'm sure, than other retail businesses).

Each call must be handled with swiftness and sensitivity.

Whether a customer is trying to book a service appointment or address a warranty issue, communication skills are essential to ensuring customers' concerns are handled correctly.

Service advisors require a special skill set altogether, quite apart from that of a receptionist or salesperson.

When people bring their cars in for repairs or maintenance, there's an understanding that they're going to have to part with their hard-earned money.

Sometimes service customers want clarifications and explanations to help them to understand a repair issue.

A skilled service advisor knows how to communicate effectively and to diffuse stressful situations, without offending the customer. No easy task.

Front-line staff are integral to a dealership for another important reason: these employees are quick to gauge public reactions and gather feedback about the people, the products and services offered at their stores.

In today's wired and connected world, retail stores (especially new-car dealerships) must pay close attention to what customers are saying.

Bad news spreads fast, and dealers need to be alerted to any negative message circulated.

That's why every conversation, every email exchange and every point of contact with a customer provides a valuable learning experience.

Front-line staff identify recurring problems, trends and issues that could become problematic. By listening and responding to the public, front-line staff members are the barometers for our businesses. They help us to better understand and service our customers.

The next time you come into contact with a front-line staff member at a dealership, remember that most are trying to do their best. Don't be belligerent or belittling; have some respect for the work they do.

If you have a legitimate complaint, give your contact person a chance to address the problem.

They are used to handling all kinds of situations and, more than likely, they'll know how to address your concerns, too.

So to all service advisors, receptionists, parts-counter clerks, shuttle drivers and salespeople at dealerships across Ontario, I salute you.

Keep up the good work!

This column represents the views

of TADA. Email president@tada.ca

or visit tada.ca.

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