Ben Franklin once said, “An investment in knowledge pays the best interest.”
These timeless words resonate more today than ever, especially in the fast-paced world of retail and powersports dealerships. Yet, many dealerships continue to see education as an expense rather than the game-changing investment it truly is. Whether due to lack of time, perceived high costs, or uncertainty about where to begin, education often takes a back seat to day-to-day operations.
But here’s the truth: an educated team isn’t a luxury; it’s a necessity. A well-trained staff creates exceptional customer experiences, drives sales, and positions your dealership ahead of the competition. Let’s address the common excuses holding dealerships back and outline actionable steps to implement a successful training program today.
The Three Common Excuses for Avoiding Staff Training—and How to Overcome Them
Excuse #1: “We don’t have the time.”
Busy days are a reality, but even small time investments can yield big returns.
Solution: Start with bite-sized daily training sessions:
- Dedicate 15 minutes at the start or end of each day for staff-led product demonstrations or sales techniques.
- Rotate presenters daily, allowing team members to showcase their expertise and build confidence.
- Enhance this routine with a monthly deep-dive session: host a breakfast or pizza night and invite a distributor or manufacturer rep to share insights.
Excuse #2: “It’s too expensive.”
It’s not about the cost of training—it’s about the cost of not training.
Solution: Reframe your perspective:
- Understand that today’s customers often research products extensively. Your team must deliver value beyond what customers can find online.
- Remember the old adage: “What if we train them and they leave? What if we don’t, and they stay?”
- Start with free resources—distributor support, online training videos, and peer-to-peer cross-training.
Excuse #3: “I don’t know where to start.”
Knowledge is everywhere. The challenge isn’t finding it; it’s organizing it.
Solution: Leverage existing resources:
- Tap into manufacturer reps, distributor programs, and online materials. Manufacturer websites and YouTube are goldmines for product knowledge and skill-building content.
- Participate in industry events like AIMExpo, which offers workshops, networking opportunities, and hands-on training.
Your Action Plan for Implementing a Training Program
- Start Small, But Start Now
Begin with daily 15-minute sessions focused on one product or skill. Build consistency and momentum. - Schedule Monthly Workshops
Partner with manufacturers and distributors to facilitate in-depth training sessions. Combine these with team-building activities for better engagement. - Leverage Free and Low-Cost Tools
- Use manufacturer resources, sell sheets, and digital content.
- Explore free online platforms like YouTube and LinkedIn Learning for relevant topics.
- Encourage Cross-Training
Allow team members to share their expertise. This not only builds a stronger team but creates a collaborative culture. - Incorporate Event Attendance
Prioritize industry events such as trade shows and expos. Develop a plan to attend educational sessions and debrief as a team afterward. - Track and Celebrate Progress
Regularly measure the program’s impact on customer satisfaction, sales performance, and team morale. Celebrate milestones to keep staff motivated.
Call to Action
Take the first step today: schedule your first team training session this week. It could be as simple as discussing a product feature or practicing a sales pitch. Building a culture of education doesn’t happen overnight, but every step forward brings your team closer to success.
Do you already have a training program? Share your ideas—we’d love to hear how you’re empowering your staff to thrive.
Invest in your team. Treat them right. Your customers—and your bottom line—will thank you.
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