Some staff may be out of sight, but not out of mind

Ron Loveys

TADA PRESIDENT

Two weeks ago, I wrote a column praising the efforts of front-line staff at franchised new-car dealerships.

That column prompted positive response from salespeople, service advisers, receptionists and other front-line staff who appreciated being recognized for their contributions to the success of a dealership.

But I also received feedback from dealership employees who aren't on the front lines and who are occasionally referred to (for lack of a better term) as the back-line staff.

These are the service technicians and administrative staff, who may not be as visible to customers, but whose roles within a new-car dealership are no less important than that of the front-line staff.

One service technician, from a dealership north of Toronto, wrote to me: "As a highly qualified technician, I feel as though we are often overlooked as the greasy, grimy people that just fix the broken and service the needy."

Service technicians often do get a bad rap. There is still a perception in the public eye that technicians are somehow less important and they are sometimes held in lower esteem than other professions within a dealership.

That's nonsense. Service technicians are highly qualified individuals who are an essential asset to a dealership. Before obtaining a mechanic's licence, service technicians must have years of in-class schooling and on-the-job training.

Once they earn their licences, technicians don't stop learning. They are constantly retrained, retested and recertified by the manufacturer so they can properly diagnose and repair the latest makes and models.

The role of a service technician has evolved to where many technicians choose to specialize.

For instance, there are technicians who work on nothing but on-board electronics and computer systems.

Others specialize in transmission and drivetrain systems, diesel engines, brake repairs, air-conditioning systems and front-end systems (wheel alignment and balancing).

Today's technicians must also possess basic computer skills, because much of the information they need (i.e., technical service bulletins and data updates) must be accessed by computer.

In appearance, technicians that work in our service bays could be confused with university researchers or doctors, with their sophisticated tools, lab coats and wireless laptops. It's a far different environment than 15 or 20 years ago.

If anyone is interested in pursuing a career as a service technician, there are plenty of opportunities. Older technicians are retiring faster than new ones are entering the field, and the earning potential is great ($40,000 to $100,000 or more a year in the GTA).

On the administrative side, many other employees work at jobs that go unseen by the general public. These include the company controller, the personnel who book service appointments, make follow-up calls and process warranty claims.

Employees who work in the parts department, too, fulfill a vital role. They are responsible for ordering thousands of parts from suppliers each month.

If parts employees didn't do their jobs properly, auto parts would arrive late, workflow would be severely hampered, customers would be upset and dealerships would be forced to keep unnecessary parts in stock (a costly expense).

I've always been a believer in recognizing the efforts of all employees. Yes, some jobs are more critical than others in terms of the overall impact to the dealership, but everyone's job is important.

When employees feel that their work is valued, when they feel part of a team, that's when a dealership can achieve outstanding success.

This column represents the views of TADA. Email president@tada.ca or visit tada.ca.

Ron Loveys, president of the Toronto Automobile Dealers Association (TADA), is a new-car dealer in the GTA.

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