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THE TRUTH ABOUT TRAINING
PAGE 4
ATTITUDE VERSUS APTITUDE
PAGE 14
IS TRAINING WORTH THE
INVESTMENT?
PAGE 26
MAY 2021
ALER | 1
M A Y 2 0 2 1 | I N D E P E N D E N T D Ewww.FIADA.com
TOWN HALL MEETING
APRIL 22, 2021 | O R L A N D O AU TO AU C T I O N
Thank you to Advantage GPS, Auto Data Direct, Inc., Dealers Insurance Services, LLC, Golden Eagle Management
Services, Manheim Orlando and Wayne Reaves Software for sponsoring this event.
C OMI N G I N JUNE: TOWN H A L L M E E TING IN JAC K SON VI L L E
WATC H FO R DETAILS AT FIADA.COM
2 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1
MAY 2021 | CONTENTS
For members of the Florida Independent Automobile Dealers Association
The Board's
Night Out
MAILING ADDRESS 1840 Fiddler Court Secretary
Tallahassee, FL 32308
Dexter Beard
TELEPHONE (850) 385-2712 and his mom
(800) 237-0448
Irene enjoy a
FAX (850) 385-3251 meal with fellow
WEBSITE www.FIADA.com members before
the April Board
EXECUTIVE COMMITTEE of Directors
Jason March President Meeting in
Chris Ellis Senior Vice President Orlando.
Jim Winterick, Sr Chairman of the Board
Dexter Beard Secretary
Luis Giraldo Treasurer
Ejola Cook Regional Vice President
FEATU RES
John Giasullo Regional Vice President
Brad Joel Regional Vice President 8 | The 2021 Session is a Wrap
FIADA Lobbyist Sandra Mortham's wrap-up report.
FIADA STAFF
Lisette Mariner, CAE Executive Director 12 | Training for the Dealer's Brain
Terry Myers Director of Development
Take a look at the 2021 FIADA Training Courses for members.
& Education
Julia Rooney Membership Manager 14 | When Possessing a Positive Attitude Just Isn't
Savannah Calhoun Administrative Assistant
Enough
Christy Taylor Editorial/Advertising
Convention Keynote Speaker Joe Lescota asks dealers to
keep a positive attitude, but don't rely on it.
POSTMASTER:
Send address changes to
FIADA • 1840 Fiddler Court 18| Focused on the Future: FIADA's 2021
Tallahassee, FL 32308 Annual Convention Planning Guide
(850) 385-2712 • Call/Text: (800) 237-0448 From what to do in West Palm Beach to what to learn at the
Fax (850) 385-3251 • www.FIADA.com
convention, here's all the info on the big event.
The Independent Dealer is a publication of:
26 | Is Training Worth the Investment?
Florida Independent Automobile Why it is important to spend the time and money on nurturing
Dealers Association your team.
1840 Fiddler Court
Tallahassee, FL 32308
The magazine is published every month in
DEPA RT MEN T S
Tallahassee and distributed to Florida new,
used, wholesale and lease/retail car dealers. 4 President’s Message 10 Back to Basics
Advertising rates are available upon request. Jason March Terry Myers
The statements and opinions expressed
herein are those of the individual authors
6 Executive Director’s 11 Reader Survey
and do not necessarily represent the views Message
of Independent Dealer or the Association. 25 HR Advisor
Lisette Mariner, CAE
Likewise, the appearance of advertisers, or
28 A Look at Current Legal Issues
their identification as members of FIADA, 7 Membership News
does not constitute an endorsement of the 30 Industry News
products or services featured. 9 PAC Contributors
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 3
PRESIDENT’S MESSAGE
The Truth About Training
There are endless opportunities to learn more about your industry. | BY JASON MARCH
As smaller independent operators Osmosis is the process of gradual or unconscious
and family businesses, we can look at training as assimilation of ideas, knowledge and purpose.
a high-priced, high-time commitment, and low In my opinion, the most value we receive from
return on investment. This is a foreign concept an employee comes from when they “know
when compared to what we are accustom to. your program.” People who have been with your
organization for longer than one year should, in
In previous years, I thought training involved a theory, know the way you prefer to do business.
workbook, a study guide or a trainer. Training They can answer customers' questions, feel
meant going to a Boot Camp or interacting with a comfortable making certain decisions and they
software program or website on the computer. These can have reasonable expectations about their
are types of training, and typically, we are brought performance in their workplace.
up to think of training in this more traditional
way, like involving a trainer, a time that is at the When you read that employee turnover is costing
beginning of learning a new job or an online class. you thousands, this is the real value. When your
employees are working and growing in your
Training can be looked at as a burden because it organization, they are constantly absorbing the
involves money, time and energy that is normally process, the flow and the general movement of your
consumed by the day to day obligations inside the business. This is something that cannot be taught in
dealership. We tend to have the impression that the handbook. Certain ideas and mindsets evolve
“training” would involve even more hours and that inside of a business and these things are learned by
our employees wouldn’t want continued training in being in the position and doing the work.
their role.
Whether it’s explaining where a car needs to be
Countless management and leadership parked on the lot, where a key should be hung
books talk about the benefits of training in or how to handle a receipt from the gas station,
the workplace. Both the initial training and these are training moments. No better time to
ongoing. train on a mishap than immediately following the
mishap. We are also training our people with the
At my dealership, we have come to realize example we lead as owners and management. Many
that short meetings with different staff can Independent Dealers are guilty of not having a
workplace handbook or a more extensive manual
JASON MARCH classify as on the job training. How many
classifying each job and it’s responsibilities.
FIADA PRESIDENT hours have you spent with your employees
discussing processes, procedures, best This is a large undertaking for small businesses.
practices, and other items that are essential to that The thought is, if the person in a position leaves, we
employee succeeding in your workplace? These will just train somebody new by memory and “on
moments are difficult to quantify but they are the job” training. When you have a smaller staff,
happening on a daily basis. With your management this strategy is something that can work in your
team engaged, these training opportunities should dealership, but as you grow, the need for better
be happening throughout the day. process and standard operating procedures become
more apparent.
A topic along the lines of training that many of
us discount is the theory of training by osmosis. Training is not only how to be a better car
4 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1
salesperson, a better dealer or a better technician. It can coming from local, state and national government bodies
also be reading a book about employee communication. that can affect our industry. With the FIADA monthly
It can be watching a YouTube video about building webinar Dealer Money Hour and other on-demand
culture inside the business. Maybe joining a Twenty learning material, one of our main focuses as your
Group meeting and talking with others who have similar association is to provide great material to educate dealers
business models. Training can be on Facebook, specifically and staff to stay up-to-date and in compliance. We have
looking and reading about other dealers and the questions put together a catalog of all the educational and training
and answers being discussed amongst peers. Education options available to you as a FIADA member on page 12. I
that we have at our fingertips at this moment, FOR FREE, challenge you to take some time to look at it and choose at
is unsurpassed in the history of our business or industry. least one or two courses you would like to complete over
Just sending out a YouTube video this month to people on the next month. Your employees and managers are also
your team about teamwork, a podcast episode on better able to access these FIADA options and I encourage you
sales followup or a screenshot of a thread in a Facebook to give them the same challenge.
dealer group can all be considered training. Personally, I
love to give books to my staff to further their learning in Training doesn't always have to be in a classroom or
different subject areas that pertain to their life outside of one-on-one with a teacher. The next time you take a
the dealership. few minutes to explain something to an employee or
a manager, remember, you are providing training and
The core training that is offered by the FIADA is essential promoting learning within the organization. Keeping a
to beginning your career as a car dealer. Whether you are mindset of always learning and growing is one of the key
an industry veteran or a startup dealer, we all must stay principles of success.
up-to-date on our continuing education and news that is
HARNESS THE POWER OF OUR DMS PLATFORM
Monitor Inventory Instant Approvals Prompt Full Spectrum Competitive Aggressive Flexible Local Training
& Sales Process 24/7 ACH Funding Financing Rates Advances Terms Branch Offices & Support
© 2021 Lobel Financial. All rights reserved. Member NIADA.
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M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 5
EXECUTIVE DIRECTOR’S MESSAGE
The Biggest Training Event of the Year
The Annual Convention is a can't miss opportunity. | BY LISETTE MARINER, CAE
As you have read in this issue of the We are in the final stages of confirming expert
Independent Dealer magazine, training is kind of panelists for discussions specific to areas like Buy
our thing. FIADA has long prided itself in giving Here-Pay Here, Reinsurance, Auctions and Tax
dealers education, resources and information Planning. Watch your email and check FIADA.com/
that is specific to the industry and helpful to your ConventionSchedule for exciting announcements.
business.
The featured speakers will not disappoint! If you've
Everybody needs training. We spend 12 years in been in this industry for any amount of time then
school as a child (and four or eight more as an you've probably heard the name "Joe Lescota"
adult) to prepare for life as an adult. New hires mentioned. I'm excited to have Joe as our opening
always get some kind of training before they start keynote. His years of experience as both a dealer
work. Sometimes it's an explanation of how to do and a consultant make him an expert. I'm also
the job and sometimes it's more of an orientation intrigued by the "Good Old Fashioned Sales Team
with the company. The common idea however, Meeting" Tim Dees is going to lead to close out the
is that everyone needs to keep learning. From convention. I have not had the pleasure of seeing
the brand-new employee to the near-retirement Tim in person, but I hear that he is an entertaining
veteran. Education is essential to personal growth speaker who always leaves the audience ready to
and professional development. take it up a notch.
Do not fall into the false belief that you don't have In between these sessions and speakers, you will
time for training or you already know everything. I also have time to meet with a variety of vendors
would remind you of that famous saying, "you don't in the Exhibit Hall. Where else can you go and get
know what you don't know." Sometimes, it's that new quotes and special offers from all the service
stuff you don't know that will get you in the most providers and suppliers you do business with? Most
trouble and unfortunately, the legal system consultants recommend you review your current
doesn't take ignorance as an excuse. contracts and service terms once a year to make
sure you are minimizing costs and maximizing
As for not having the time, I have an answer profits year-what better place to do that then at
for that as well: Attend the FIADA Annual our trade show! We will even help you arrange a
Convention. In just three days, you will one-on-one meeting with the vendors so you don't
get a year's worth of education have to wait in line.
and training that will keep you
LISETTE MARINER, CAE compliant, creative and charged- I know you've heard all of this before and you have
EXECUTIVE DIRECTOR up about your business. Out of all your reasons for not attending. Here's the thing,
of the FIADA's training options, if you've never been then how do you know it's
the Annual Convention is probably the most fun, not for you? If you never attend a training or take
most efficient and best value. a course, how can you grow as a dealer? You are
a used car professional, and just like any other
We are still confirming the convention schedule, professional, you need to develop the skills and
but I will tell you we have reached out to some talents that make you successful. Laws change.
exciting leaders in the used car industry. Some of Technology advances. Customers are depending
the topics we have on the list include: How to Grow on you to stay on top of it and deliver a flawless,
Your Business with Digital Tools, Buying Cars personalized experience. Will you be able to? Come
Smarter and Understanding Financial Statements. to the Annual Convention and find out.
6 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1
MEMBERSHIP NEWS APRIL 2021
N EW ME MB E RS
AFTER HOURS AUTO JERSEY MIKES MANE MOTORS CORP SECURECLOSE TOP QUALITY AUTO INC.
SALES LLC MOTORS LLC West Palm Beach, Florida Mesa, Arizona Hollywood, Florida
Jacksonville, Florida New Port Richey, Florida Fredrick Mane Ace Christian Pavel Nekhoroshev
William Shields Michael Knuckle Sponsor: DMV Sponsor: FIADA Sponsor: Advance Auto Parts
Sponsor: FIADA Sponsor: FIADA
PRIME ONE AUTOSALES KEVIN STOLL VICTORY AUTO MALL LLC
CAR ZOI KRAUS AUTO GROUP,INC Plantation, Florida Belmont, Michigan Tampa, Florida
Clearwater, Florida Jacksonville, Florida Leonardo Sanchez Sponsor: FIADA Thamer Abu Oleim
Michael Kaplanis Frank Rusz Sponsor: FIADA Sponsor: FIADA.com
Sponsor: FIADA Sponsor: FIADA TGFB LLC
RO-TY TRUCKING INC Port St. Lucie, Florida
G.R.R. CYCLES LLC LOVELL & CO, LLC Tampa, FL Yvon Dorissaint
Brooksville, Florida Tampa, Florida Theresa Tyson Sponsor: FIADA.com
Ransom Moats Leonard Thomas Henry Sponsor: FIADA
Sponsor: FIADA Sponsor: FIADA
R EJ O INING MEMBERS
AG PRO LLC DG MOTORS INC. EXECUTIVE KILLGORE, PEARLMAN, SOUTHERN CAR CARE
Boston, Georgia Largo, Florida AUTOMOTIVE SEMANIE, DENIUS & Melbourne, Florida
Anna Tanner Paul Renaud Ocala, Florida SQUIRES, P.A Stephen Baber
Sponsor: FIADA Sponsor: FIADA Richard Netti Orlando, Florida Sponsor: Savannah
Sponsor: Savannah William Denius Calhoun
AGORA DATA EBAY MOTORS Calhoun Sponsor: DreamGiveaway
Arlington, VA Draper, Utah
Shelly Vandeven Colton Webb J&J CLASSIC SIXT RENT A CAR
Sponsor: FIADA.com Sponsor: FIADA AUTOMOBILE Fort Lauderdale, Florida
RESTORATION Mark Kach
DAVE'S AUTO SALES SERVICES Sponsor: NIADA
Ocala, Florida Plant City, Florida
William Burttram Angle McGarrity Davis
Sponsor: Julia Rooney Sponsor: Julia Rooney
REN E W ING ME MB ERS
30+ Year Members Classic Cars of Palm Beach Jupiter, FL
K.K. Car Company, Inc. Lake Worth, FL DealerCenter Los Angeles, CA
Tallahassee Auto Auction Tallahassee, FL East West Motors Deland, FL
FlexPlus, LLC Longwood, FL
20+ Year Members
Florida Performance Cars Riviera Beach, FL
ADESA Ocala Ocala, FL
Gagel's Auto Sales, Inc. Riverview, FL
Creel Motors St. Petersburg, FL
Got Car Auto Brokers LLC Hollywood, FL
10+ Year Members Marciano Auto Group Inc Delray Beach, FL
Dealer Consulting Services, Inc. Miami, FL Millennium Luxury Coaches Sanford, FL
Lane Mashburn Inc. dba Amelia Auto Mart Fernandina Beach, FL Miracle Motors LLC Allentown, PA
Ocean Auto Sales of Miami, Inc. Miami, FL Mobility Freedom, Inc. dba Mobility Works Richfield, OH
Under 10 Year Members Premium Cars of Miami Miami, FL
Absolute Surety, LLC Orlando, FL Reralem Car Dealer, LLC Pompano Beach, FL
ALH Automotive LLC Tallahassee, FL Ride-Away, Inc. Tampa, FL
Autonation Auto Auction Orlando Longwood, FL Tesco Equipment LLC Coral Springs, FL
Black Horse Motors Naples, FL Thompson Antique Muscle Car Outlet Tampa, FL
Bud Lawrence Inc Deland, FL Thoroughbred Dealer Services Flowery Branch, GA
C Berman Associates Jacksonville, FL VAC-CON, INC. Green Cove Springs, FL
Cal-Ten Financial LLC dba Orlando Car Deals Maitland, FL Yoder & Frey Auctioneers LLC Kissimmee, FL
Car Spot of Central Florida Melbourne, FL Yolo Automotive Group, Inc. Marianna, FL
Carrio Motor Cars Lauderdale Lakes, FL Your Auction St Petersburg, FL
Cashway Motors Inc Cocoa, FL
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 7
LEGISLATIVE UPDATE
The 2021 Session is a Wrap
Highlights from the Legislative Session. | BY SANDRA MORTHAM, FIADA LOBBYIST
General Judicial
Government
After passing the largest budget in $6.3B
$667M
history of $101.5 billions, the legislature adjourned
sine die at 2:40pm on Friday, April 30th. The budget
is $9.2 billion higher than the current year budget
primarily because of the COVID 19 recovery funds
from the federal government. The good news is that
they kept a record amount in the state reserve funds. Natural Resources
& Transportation
$14.7B Education
The Legislature is planning a Special Session $30.1B
beginning May 17th to work on the Seminole
Criminal Justice
Compact and the gaming industry as a whole. $5.2B
At this writing, we don’t have the results of that
session.
Of the 3,140 bills filed this year, 275 bills passed
both the House and Senate, one of the lowest Health & Human Services
$44.6B
number of total bills to pass during a Session. This
session was vastly different from any previous years
because of protocols related to COVID-19. Access
to legislative meetings, as well as individual House
and Senate members, was difficult in most instances
and downright impossible in others. Breakdown of the legislature's approved budget,
which will be the largest in Florida's history.
The Legislature passed the requirement for
out of state sellers to collect and remit taxes session. It will again be an unusual year because of
on Florida sales. This may help some dealers redistricting which takes place every ten years. It
who have had to compete with out of state can be very contentious and time consuming for the
sellers. They also reduced the sales tax on members.
commercial leases from 5.5% to 2%.
SANDRA MORTHAM One of the biggest bills of the
FIADA LOBBYIST Session and already signed by the
Governor is the COVID Liabilty
Shield. This protects businesses from frivolous
COVID 19 related lawsuits and Lisette was on the
original task force what crafted this legislation.
Congratulations FIADA for a big win!
We are excited to have Senator Ed Hooper and Rep. Sen. Ed Hooper Rep. Stan McClain
Stan McClain at the FIADA Annual Convention in
the beginning of August. They will both be receiving I hope to see you all there and participating in the
awards and also talking about the upcoming 2022 Legislative Forum!
8 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1
thank you pac donors!
The FIADA PAC has a year-end goal of $30,000. Current donations total $6,715.00,
which is only 22% of the goal. Join the list of other dealers who have already
contributed, and help move the needle forward!
ADESA Ocala Tesco Equipment LLC
ALH Automotive LLC Thompson Antique Muscle Car Outlet
Autonation Auto Auction Orlando Thoroughbred Dealer Services
Black Horse Motors Vac-Con, Inc.
C Berman Associates Yoder & Frey Auctioneers LLC
Cal Tenn Financial dba Orlando Car Deals Your Auction of Tampa Bay
Car Spot of Central Florida
Cashway Motors Inc
DealerCenter
Executive Automotive
FlexPlus, LLC
Florida Auto Dealer School
Florida Performance Cars
Gagel's Auto Sales, Inc.
Miami Auto Broker
Millennium Luxury Coaches
Mobility Freedom, Inc. dba Mobility Works
Ocean Auto Sales of Miami, Inc.
Ray's Used Cars
Reralem Car Dealer, LLC
Tallahassee Auto Auction
PAC CONTRIBUTION INFORMATION Mail this form with payment to 1840 Fiddler Court • Tallahassee, FL 32308
Contributor’s Name:____________________________________Dealership/Company:_____________________________________
Street Address, City, State, Zip:________________________________________________________________________________
q Check (payable to FIADA-PAC) q Credit Card (one time contribution) q Monthly Credit Card Contribution (until cancel)
q $500 q $250 q $100 q $50 q $25 q $________
Credit Card Information: q Visa q MasterCard q American Express q Discover
Name on Card:_______________________________________Card Number:___________________________________________
Exp. Date:___________________ Sec Code:___________________ Billing Phone:___________________________________
Billing Address:_____________________________________ Authorized Signature:_____________________________________
you can also make a PAC CONTRIBUTION online at www.fiada.com/pac
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 9
BACK TO BASICS
The FIADA Training Library
Easy access to all of the resources your dealership needs. | BY TERRY MYERS
The Library. What a wonderful place (800) 237-0448 and find it. The FIADA office can
to visit and gain wisdom! You can feel the also put you in touch with other resources outside
knowledge, information, and inspiration as you of our network that can help if we do not have the
walk among the walls of books, manuscripts, information.
videos, and audios waiting for you to reach out and
feed that great hunger to know more and be more On the following pages, we have put together a list
than you are. of the current titles we have in the FIADA training
library. A course catalog of sorts to let you see what
King Solomon’s wisdom from Proverbs 3:13-14 says, is available to you. We have plenty of new content
"Blessed are those who find wisdom, those who gain in the works, including titles like, "Compliance
understanding, for she is more profitable than silver Manual Starter Kit" and "How to get Your Dealer
and yields better returns than gold." Action Access Contract and Card." If you have
suggestions for a training, send me an email or call
The new FIADA Training Library at FIADA.com FIADA and let us know.
is in the final stages of re-modeling. We have been
working behind-the-scenes to make this portion of Join us for a future monthly DEALER-MONEY
the website more user-friendly and easier to find the HOUR with current topics and information you
information you are looking for. may be glad you hear now to help make you money
or keep someone from taking money from you.
Like the library we love to visit, we will be able to Include your officers and staff. The next episode is
seek out and find what we need within the single June 16 and will feature a discussion on bankruptcy
set of walls, pull that information off the shelf, and with attorney Dennis LeVine.
immerse ourselves within its’ pages. Thanks
to digital access, it will be easier than ever. Need experienced eyes to help you see into today’s
future? Call the association at (800) 237-0448 and
When it makes sense, you will be able to ask for Lisette. Connect with someone who has
share content with those around you that expertise in the area(s) you would like to learn
need to know, what you now know, and want more about. She can help connect you with me, an
them to know. Together they, you and your FIADA dealer member or a relevant vendor. FIADA
company will be able to benefit. members also have access to an industry attorney
for answers and/or directions the dealer may need
TERRY MYERS to pursue.
As with the local libraries we belong to,
EDUCATIONAL
there is no charge to members to use these
INSTRUCTOR If you are not yet a FIADA member, what are you
resources. Non-members may access the
library for a small fee. Also, the library will continue waiting for? Go to www.fiada.com.
to grow and add new information, as it becomes
Articles are the opinion of the author and are not intended to be
available, while continuing to purge and/or update
legal or accounting advice. The intent is to share thoughts and
old information. concepts that help the business owner(s) find new and perhaps
revisit, ways to be as successful as they are capable of being. Terry
Just like a librarian, if there is something you need can be reached at (727) 804-7375. Email: TMyers@FIADA.com.
to know about and are not finding in the FIADA Feedback is appreciated and encouraged. Terry L Myers, FIADA
Director of Education and Development.
Dealer Library, you will be able to call the office at
1 0 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1READER
SURVEY
We are always looking for new ways to Do you have a favorite podcast?
give dealers the tools and resources they
need to succeed. FIADA already presents training
24% Yes!
options through live workshops, online classrooms,
written publications and webinars. This month we
asked if we should add a podcast to the line-up. Stay
35% I don’t listen to podcasts, but I
would if FIADA had one.
tuned for more details on this exciting new venture
into the world of podcasting.
41% Podcasts are not my thing.
Follow Us:
Do you have an idea for a survey question? Send it to us at info@fiada.com
FIADA Dealers
(Including BHPH Dealers)
You are leaving money on the table!
Attendance is FREE to FIADA members ($10
to non-members). Seating is first come,
first serve so go to FIADA.com/Webinars to
register your seat now:
Wednesday, June 16, 2021 | 1pm
Lien Sale Piracy: Protecting Your Warranty GAP CPI
Dealership's Vehicle Investment I.D. Theft Protection Key Replacement Sub-Prime Lenders
Ultimate Roadside Debt Cancelation Reinsurance
Guest: Dennis LeVine, Bankruptcy Attorney
Recognize when you are at risk of losing your
investment in a vehicle to Lien Sale Piracy and/or
Bankruptcy. Know your rights, actions to take and
when to take them.
26236 Wesley Chapel Blvd., Lutz, FL 33559
813-333-1759 Member FIADA/NIADA info@dealergems.com
REGISTER ONLINE NOW AT FIADA.COM/WEBINARS PAID ADVERTISING
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 1 1TRAINING
FOR THE
DEALER'S
BRAIN
FIADA's Training Center just keeps growing. We have compiled a list of
course titles that are currently available. Register for and access these
courses online at FIADA.com. Just click the "Training Center" tab.
COURSE TITLE DESCRIPTION DELIVERY METHOD COST
Continuing Education The basics of how to run a used car On-Demand Online Free
Training dealership. Satisfies CE requirements, but also In Person $79
a good review for staff and new employees.
Live via Zoom $10
Title & Registration Learn about what is acceptable proof of On-Demand Online Free
Training ownership in Florida, other states, and other
countries, when notarization is acceptable or
required, odometer readings, liens and more.
Customized Training Do you need specialized training for your In Person Call for quote
dealership? FIADA can help. Call us to talk On-Demand Online Call for quote
about what you need and develop a plan.
How to Access the A video series designed specifically for the FIADA TV (through FIADA's Free
Auctions first-timer. YouTube channel)
1 2 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1COURSE TITLE DESCRIPTION DELIVERY METHOD COST
Financing the Customer A webinar discussing the importance of On-Demand Online Free
101 properly matching the customer, the dealer and
financial resources available at the time of the
transaction.
Financing the Customer When Romance turns to finance, it requires On-Demand Online Free
102 commitment from both parties for a long-term
relationship to be successful. Menu/System
selling means everyone follows the exact same
process at multiple levels to help minimize
missed customer offers while incorporating
ethical and legal steps. You the dealer are the
matchmaker.
Utilize Tax Refund Tax refund season does not have to be limited On-Demand Online Free
Money to Increase Sales to a small window. Learn how to utilize tax
All Year Long (Dealer refund money all year long, non-recourse to
2021 FIADA TRAINING COURSE CATALOG
Money Hour) the dealer and the customer,
20 Year Odometer How each affects actions and operations On-Demand Online Free
Exempt Rule & of the dealership in 2021. Links to relevant
Electronic Signatures documents will be made available for review
(Dealer Money Hour) and reference during the presentation.
Skip the Trip to the Tag Free up time, increase income, reduce On-Demand Online Free
Office - Electronic Filing expenses and mistakes with EFS
Systems (Dealer Money
Hour)
3 Most Misunderstood Follow along with forms (available by On-Demand Online Free
Documents When download) review of when and how they may
Selling Retail to Non- apply. Answer questions about sales tax,
Florida Customers required proofs, temp tags, DR-123, sales tax
(Dealer Money Hour) rates, county tax and Form HSMV 84061.
Rejected Title Work Make sure you or whoever does your title work On-Demand Online Free
(Dealer Money Hour) signs up for this webinar to learn how to avoid
mistakes that lead to profit draining expenses.
Cause Marketing (Dealer All independent dealers must offer customers On-Demand Online Free
Money Hour) the choice to contribute their taxes to the Hope
Scholarship Fund. Watch this webinar to learn
how to turn a requirement into a marketing tool.
Generate Trade-In Leads Does your dealership want more trade-ins? In On-Demand Online Free
with Facebook Ads a time when used vehicles are at a premium,
(Dealer Money Hour) advanced Facebook ads are a dealership’s
secret weapon.
Financing the Customer Learn what every dealer should know about On-Demand Online Free
(Dealer Money Hour) financing the customer.
DON'T FORGET ABOUT THE RESOURCE LIBRARY:
Easily locate files, manuals, guides and notices that are essential to a dealer's business. Some of the items available
for download include the FIADA Dealer Sourcebook, A Dealer's Guide to the Used Car Rule, and FTC Adverse Action
Notices. Just go to FIADA.com, click the "Training Center" tab and choose "Resource Library" from the drop-down menu.
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 1 3Come here more
from Dealer
Trainer Joe
When Lescota at the
FIADA Annual
Convention as
Possessing keynote speaker!
a Positive Attitude
Just Isn’t Enough
D
on't worry, be happy is a great lyric for a song, but not so much as a
business philosophy. Dealers who prepare during the "good times" for
what's coming next will be ready no matter what it is. Mistaking attitude
for aptitude is detrimental for your business. Keep your skills sharp and a
smile on your face, and you will be unstoppable.
BY JOE LESCOTA
What a year, what a year. So far, this year is turning out On the other hand there’s only about 41,800,000 articles
to be absolutely fantastic for the used car industry. Sales or publications pertaining to the importance of possessing
nationwide are up and so are gross profits. It’s not too and developing basic aptitude.
difficult to maintain a positive attitude in this seller’s
market. Of course, acquiring inventory in order to keep I can find no actual science behind statements such as
the lot full is the great challenge for both franchised these; “A positive attitude gives you the ability to believe
and independent dealers. But on the other hand, what in yourself and your ability to do great things”, “A positive
a problem to have. As long as you have and maintain attitude can help fight off illness and provide you a
a positive attitude and are able to keep your employees better life,” “ Being positive is contagious. When you’re
“pumped up” and positive, you should have one of your positive, everyone around you will be positive and that
best years ever. Right? Well, maybe. just naturally breeds success and high energy.” I strongly
warn of the dangers of solely relying on the power of
There are no fewer than 1,110,000,000 (that’s a lot of positive thinking without considering the importance of
zeros) articles and books just on the importance or the possessing a basic aptitude to achieve success. I chose
power of acquiring and maintaining a positive attitude. to write about this particular topic because “I’ve been
1 4 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1there, done that and One of the when the stimulus checks stop arriving in the mail, the
seen that before.” major flaws in long over-due, pent-up demand for transportation is
The market is up, it satiated?
is clearly a seller’s believing only
market, your staff in the power Dealers must not get blindsided by their own belief that
is making money of positive the power of being positive will get you through the more
and your dealership challenging markets ahead. One of the major flaws in
thinking is you
is making money. this belief is the fact dealers or their management team
The questions will find yourself continue to head in the same direction when in fact they
be: what is going to heading in the should have changed directions. Now is a great time to
happen when the used same direction evaluate the level of training your staff is receiving and
car market makes a the amount of financial knowledge you have in order to
correction, which is
when in fact, continue enjoying success when the tide eventually turns.
will and always does? it was time to It is during these, best of times that bad business habits
What will happen make a change. or sales habits can form because; “I can’t worry about
Continued on page 16
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 1 5WHEN A POSITIVE ATTITUDE ISN'T ENOUGH continued from Page 15.
that now, I’m just trying to find inventory to sell,” or “Just many independent dealers who haven’t truly looked at or
tell the customer we’re sorry and we’ll fix it later and give analyzed their financial statement in months. These are
them a free oil change to make em’ happy.” the dealers who frequently declare: “Hey, I got money in
the bank, I’m making profit and I’m doing business. That’s
When used cars are flying off the shelf and prices are sky all I need to know.”
high it’s easy to forget the other side of the coin. Did
you ever work at a dealership that hired a promotional These are the dealers that aren’t watching the aging of
company to have a super used car event? As a part of their receivables, collecting on delivered contracts, not
the deal the promotional company brought in their own measuring days supply of inventory and days supply of
people to help sell and sell they did. You might have had cash. These are the dealers who fail to measure net profit
an amazing weekend of used car sales. You broke sales against sales and gross profit on sales and net return on
records and then Monday came. It’s as if you got a punch total dealership assets. Yes, you are making money but are
to the gut when you discover all the promises made to you making enough money to reward your investment in
your customers by those outside salespeople whose sole your assets and time. Are you tolerating an employee who
interest was in closing the deal at all costs-your cost. is habitually late each day? Did you know that being late
each day by just 10 minutes adds up to about a one-week
Without a doubt, I believe in having a positive attitude in vacation? When is the last time you evaluated your cash
order to maintain my own personal mental well being but flow and your business processes? The time to find out
I am also mindful of the importance of having the ability you have a hole in the boat is not when a storm blows in.
to learn, to adapt to market, product, consumer behavioral
changes and changes in the way government may dictate Training and education is not a one-time thing. Proper
how I operate as a business. Yes, a positive attitude is training and self-education is on-going. Any individual
given credit to the healing process of those in poor health has the ability to declare themselves a great salesperson
but I also believe that taking good care of your health and in a seller’s market. If you want to keep your dealership’s
being healthy is a major contributor to having a healthy energy at today’s level, you must train and educate for the
positive attitude. unknown market of tomorrow.
Yes, successful people are frequently said to possess Success is not an accident. Hire people for their ability to
one common trait; they always keep a positive attitude. learn, adapt, understand and solve problems. Train those
But, what if the positive attitude you see is because they you hire to present them a greater chance of personal
possess the ability to learn, adapt and understand how success. Educate yourself for the business of tomorrow
to solve problems? Taking the simplified approach of, and I’ll see you in the winner’s circle.
"just keep it positive bro" can block your ability to learn
what you need to learn in order to be truly successful. Joe Lescota is President/CEO of Joe Lescota Management Education &
It would not surprise me to learn there are currently Training.
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1 6 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1PAID ADVERTISING
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 1 7Blue Heron Bridge Worth Avenue Shopping District Rapids Water Park Lion Country Safari
Join us at the 2021 FIADA registration options:
Annual Convention and go to fiada.com for pass descriptions
Trade Show at the Hilton
Dealer Full access pass:
West Palm Beach in august.
$199 (THROUGH JULY 25)
It's your chance to join Florida's top independent
dealers for industry education, networking and ASSOCIATE Full access pass:
fun. $299 (THROUGH JULY 25)
The Sunday-Tuesday schedule means less ONE DAY pass:
time out of the office and more time to focus $150 (THROUGH JULY 25)
on bettering your business with 10 hours of
SPOUSE FULL access pass:
educational sessions designed for all types of
$100 (THROUGH JULY 25)
dealers.
CHILD pass:
From retail to BHPH, we have a track that fits your
free (12 AND UNDER) | $100 (AGES 13+)
needs. Check it out at FIADA.com/Convention
1 8 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1South Florida Science Center and Aquarium Ann Norton Sculpture Gardens Sailfish Marina Resort Mural by Eduardo Kpbra | Canvas Outdoor Museum
August 1-3, 2021
west palm beach
turn your work trip into a
family getaway
West Palm Beach is full of family-friendly activities
such as Lion Country Safari, the Fisher Family
Science Center, the Palm Beach Zoo and Rapids
Water Park. Enjoy shopping on Worth Avenue or
at the Palm Beach Outlets. Check out all the things
you can do at FIADA.com/ConventionFun.
We're excited to announce Hilton West Palm Beach
the first-ever FIADA Kid's Club! 600 Okeechobee Blvd, West Palm Beach, FL
A
FIAD While you enjoy the Exhibit Hall Make reservations before June 30 to receive
Grand Opening on Monday FIADA's Group Rate of $139/night (plus tax). Head
night, drop the kids off for over to FIADA.com/ConventionRegistration to book
CLUB supervised food and fun. (Open
to ages 2 and up).
or, call the hotel directly at 1-855-757-4985 and
use Group Code: ZFIADA. This is a valet-only hotel.
Image Credits (L to R): Scott Eddy, Discover The Palm Beaches, Adrian Wilcox Photography
MA Y 2021 | INDEPENDENT DEALER | 19featured speakers
JOE LESCOTA
Keynote Speaker - Monday at 9:00 am
Joe Lescota is a highly recognized executive level, automotive retail educator and
presenter. His area of expertise and focus is on; dealership financial statement analysis,
inventory management and controls with emphasis on teaching dealers how to control
expenses leading to greater net profit and sustainability.
ROB SICKLES
General Session - Monday at 3:00 pm
Rob Sickles is the FIADA General Counsel and a litigator who defends clients in individual
and class action consumer financial and regulatory matters, with a special emphasis
on the automotive industry. He will be providing a legislative and regulatory update on
Monday.
TIM DEES
Keynote Speaker - Tuesday at 2:15 pm
Tim Dees is a veteran of the auto industry and head of Progressive Basics, a training and
consulting firm specializing in used cars. Join him for "A Good Old-Fashioned Sales Team
Meeting" on Tuesday at 2:15pm.
PALMER BRAND
General Session - Tuesday at 3:20 pm
Palmer Brand currently serves as Program Manager for the Bureau of Dealer Services
and has been employed with the Florida Department of Highway Safety and Motor
Vehicles for the past 32 years. Join him on Tuesday for a Department update and Q&A
session.
meet the legislators
One of the top sessions at the Annual Convention is always
the "Meet the Legislators." Planned for Tuesday morning at
9:00, FIADA is honored to present Senator Ed Hooper and
Representative Stan McClain. Get to know these legislators,
hear their take on the 2021 Session, get a preview of
what's next for the Legislature and more. If you've always
wanted to be part of the Legislative process and help FIADA
advocate for Florida's Independent Dealers this is your
chance! United we Stand.
Sen. Ed Hooper Rep. Stan McClain
breakout sessions
The schedule is full of concurrent breakout sessions on Monday and Tuesday covering topics like:
Compliance • Sales Training • Inventory Management • Portfolio Management • Best Practices
Marketing Benchmarks • Understanding Financials • and MORE!
2 0 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1tentative schedule exhibit hall
The three-day schedule has been carefully Get the latest on products, services, trends, tools
created to offer a wide variety of educational and more in the exhibit hall. Current exhibitors
sessions and industry speakers: (as of 5/6/21) include:
Advance Professional
Sunday, August 1, 2021
Advantage Automotive Analytics
3:00 - 7:00 pm Registration Open
Agora Data
6:00 - 7:00 pm Welcome Reception
American Credit Acceptance/Spartan Financial
Monday, August 2, 2021 Auto Data Direct
7:30 am - 4:00 pm Registration Open Carpay
8:00 - 9:00 am Breakfast DDI Technology
Frazer Computing
9:00 - 10:15 am Opening Keynote with Joe
Lescota Georgia Carolina Auto Auction
10:15 - 10:45 am Member Meeting Goldstar GPS guided by Spireon
11:00 am - 12:00 pm Breakout Sessions Kinetic Advantage
Nationwide Southeast LLC
12:15 pm - 1:30 pm Lunch
Orange Auto Tag Agency
1:45 - 2:45 pm Breakout Sessions
PassTimeGPS
3:00 - 4:00 pm General Session: Legal
Update with Rob Sickles
Preferred Dealer Solutions
(Mandatory for CE) ProGuard Warranty Inc
4:15 - 5:15 pm Breakout Sessions Purvis Gray and Company LLP
5:30 - 9:00 pm Exhibit Hall Grand Opening SecureClose
Sterling Credit Corporation
Tuesday, August 3, 2021 Tax Refund Services
7:30 am - 4:00 pm Registration Open Wayne Reaves Software
8:00 - 9:00 am Breakfast with Exhibitors
9:00 - 10:15 am Meet the Legislators with
Sen. Ed Hooper and Rep.
Stan McClain sign-up for one-on-one
(Mandatory for CE) meetings at the expo
10:30 - 11:30 am Breakout Sessions
New this year FIADA is making it easy to request
11:45 am - 2:00 pm Lunch with Exhibitors one-on-one focused time with the exhibitors you
2:15 - 3:15 pm Closing Keynote with Tim want to network with. On your registration form,
Dees or online at FIADA.com/ConventionSponsors just
3:20 - 4:20 pm General Session: DHSMV choose which industry category or vendor you are
Update with Palmer Brand interested in meeting with. We'll match you with
(Mandatory for CE)
a time and place to meet making your time at the
4:30 - 5:30 pm Breakout Sessions expo as efficient and beneficial as possible.
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 2 12021 convention sponsors
Thank you to our 2021 Convention Sponsors!
Marquis
Silver
Bronze
Additional Sponsors
Lanyard Sponsor Welcome Reception Badge Sponsor Tote Bag Sponsor Lunch Sponsor
Sponsor
Interested in becoming a 2021 Convention Sponsor or Exhibitor? Hurry before it's too late.
Go to FIADA.com/ConventionSponsors for details.
get more details and register at
www.f iada.com/convention
2 2 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 12021 FIADA ANNUAL CONVENTION REGISTRATION FORM
AUGUST 1-3, 2021 | HILTON WEST PALM BEACH
COMPANY INFORMATION
Company:____________________________________________________________________________________________________________
Address:_________________________________________________________ City, State, Zip:________________________________________
Phone:___________________________________________________________ Mobile:______________________________________________
E-mail:__________________________________________________________ Website:_____________________________________________
REGISTRATION INFORMATION VENDOR NETWORKING
REGULAR ON-SITE
DEALER FULL ACCESS PASS (Includes all events and meals) (Until 7/25) (7/26 - 8/1) MEETING OPPORTUNITIES
Badge Name:_______________________________________________________ [ ] $199 [ ] $349 Which of the following
would you be interested in
ASSOCIATE FULL ACCESS PASS (Includes all events and meals) learning more about?
Badge Name:_______________________________________________________ [ ] $299 [ ] $399 (Check all that apply)
ADDITIONAL FULL ACCESS PASS (Available with purchase of Full Access Pass) Auctions
Badge Name:_______________________________________________________ [ ] $199 [ ] $199 Insurance Products/
Badge Name:_______________________________________________________ [ ] $199 [ ] $199 Warranties/F&I
SPOUSE FULL ACCESS PASS (Available with purchase of Full Access Pass) Financing
Badge Name:_______________________________________________________ [ ] $100 [ ] $100 GPS Services
CHILD PASS (13 and under) Other (please specify):
Badge Name:_______________________________________________________ [ ] FREE [ ] FREE
________________
ONE-DAY PASS* (Please choose which day)
*You must attend both days of the convention in order to obtain continuing education credit.
________________
[ ] Monday [ ] Tuesday [ ] $150 [ ] $200 ________________
FULL ACCESS PASSES includes all meal functions, seminars and exhibit hall access and is eligible for ________________
continuing education credit. Additional Full Access passes and Spouse pass are only available with a
Full Access registration. Valid FIADA membership required for FIADA member registration rates. CHILD TOTAL: $
REGISTRATIONS AVAILABLE Contact FIADA at (800) 237-0448 for details and to register.
PAYMENT INFORMATION
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CANCELLATION POLICY: If cancellations are received in writing before 5pm on Monday, June 21, 2021, we will refund your registration fee. If cancellation is received between 6/21/2021 and 7/19/2021, we will
refund your registration fee less a $25 processing fee. Fees cannot be refunded for registrations canceled after 7/19/2021or for no-shows. PHOTO/VIDEO/TEXT RELEASE: By registering for the 2021 FIADA
Annual Convention, I hereby grant permission to use any and all photographic imagery and video footage taken of me at this event and activities pertaining to this event, without payment or any other consideration. I
understand that such materials may be published electronically or in print, or used in presentations or exhibitions. By providing your mobile number, you agree to receive convention-related texts from FIADA.
HOTEL INFORMATION
Hilton West Palm Beach, 600 Okeechobee Blvd, West Palm Beach, FL 33401. Hotel stay is separate from convention registration.
Reservations must be made by JUNE 30, 2021 to qualify for group discount of $139 per night (plus tax) For reservations call 561-231-6000 Option 1.
Return this completed form: Mail: FIADA, 1840 Fiddler Court, Tallahassee, FL 32308 Fax: (850) 385-3251
Register: Online: www.FIADA.com MCall/Text:
AY 2 0 2(800)
1 | 237-0448
INDEPENDENT DEALER | 23Florida Independent Automobile Dealers Association
Serving Dealers Since 1940.
MEMBERSHIP APPLICATION
FIADA’s Vision is to be the leading resource for Florida’s independent automobile industry. OUR Mission is to
protect, promote and preserve independent automobile dealers, vendors and consumers through education, ethical
practice, professional networking and advocacy of fair legislation/regulation.
FIADA PROVIDES DEALERS WITH:
REPRESENTATION: EDUCATION: DEDICATION: AFFILIATION:
A lobbyist and legislative Free Continuing Education A network of 600+ dealers Access to over 100
committee that fights for and free phone calls to who are united by the vendors who specialize in
the interest of dealers. legal counsel. same issues as you. auto industry needs.
MEMBER DISCOUNTS:
Take advantage of member-only discounts at over 12 auctions in Florida & Georgia as well as
savings from companies like ADD, ASC, Carfax and more. The number of benefits you receive
as a member pays for the price of your membership. For $325 you can’t afford not to be a
member. It costs less than $1.00 per day to get connected inside the industry.
DUES: $325 Annually Sponsor:_________________________________________
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Address:__________________________________________ City:_______________________ State:_______ Zip:__________
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Principal Contact:_____________________________________ Signature:___________________________________________
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FCC Communications Consent: I understand that by providing my mailing address, email address, telephone number and fax number, I consent to receive valuable and timely
communications via mail, parcel, email, telephone, text and/or fax from or on behalf of the Florida Independent Automobile Dealers Association (FIADA). This consent shall remain
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800.237.0448 | Fax: 850-385-3251 | Email: info@fiada.com | www.FIADA.com | Florida Independent Automobile Dealers Association, 1840 Fiddler Court, Tallahassee, FL 32308HR Advisor
Monthly best tips, trends and HR practices
The Struggle to Hire and What
Businesses Can Do About It
If you’re finding it difficult to hire employees, you’re not
alone. Bloomberg reports that many small businesses are
struggling to find people who currently want to work—in
fact, 42% say they have jobs they can’t fill. The number of
people quitting jobs right now is also higher than average.
One culprit is likely COVID-19. For reasons related to the
pandemic, a number of people are choosing not to work
right now. They don’t want to risk getting sick, they have
children at home, or they may be able to get by for now on
unemployment insurance.
Some small businesses with positions to fill have turned
to gimmicks like signing bonuses and free food, but these
recruiting tactics are unlikely to be effective long term.
They don’t address the risks, challenges, and needs people
have right now.
Fortunately for employers looking to hire, the problem of
people choosing not to work isn’t fundamentally different
than the problem of people choosing to work somewhere safety, flexibility, and pay; in a hierarchy of employment
else. In both cases, the would-be employer has to convince needs, these are foundational.
prospective hires that working for them is better than
the alternatives, and then they have to live up to those While vaccinations are proceeding at an encouraging
promises. rate and all adults are now eligible, COVID-19 remains
a serious threat. It will be some time before people
To be sure, those who choose not to work are missing out getting their shots now develop immunity to the virus,
on many benefits. A job provides not only a paycheck, but and they may worry about infecting friends and family
also opportunities for employees to do meaningful work, who are unable or unwilling to get the vaccine. Because
contribute to their community, make friends, develop of these fears, some people aren’t going to work, period,
skills, receive training, advance their career, and fund and there’s nothing employers can do to persuade them.
their retirement. If someone isn’t working, they’re missing Others, however, may be open to working if they feel
out on these and other opportunities. Employers may be confident enough that the job won’t put them or those
able to leverage these benefits to appeal to those who have they care about in danger.
removed themselves from the workforce and convince
them that work is worth it. Flexibility is another key component for many potential
applicants, much more so now that in-person school
Safety, Flexibility, and Pay and childcare have become scarce. Since younger
Before employers can use benefits like friendship and children cannot be left to fend for themselves while
skill-building to lure applicants, they must first address parents are at work, something has to give. Employers
Continued on page 27
M AY 2 0 2 1 | I N D E P E N D E N T D E A L E R | 2 5MARKETING ADVICE
Is Employee Training Worth the Investment?
Human Resources are your most important asset. | BY KENNY ATCHESON
The experience a customer has reality is, they will be more effective if they know
with your employees today affects whether or not what is in it for them.
potential customers buy from your business tomorrow. • Training should be structured and organized. If
This makes employees in 2021 even more important training changes from person to person, how will
than in 1998. Customers are part of every company’s you ever know what is working?
marketing team because they can and will voice their • Team building exercise should be interactive with
opinions about any business before they even walk out different types of experiences. It should not always
the door. Your employees’ attitudes and service provided be sitting in the same room doing the same thing.
affects your customers’ experience which affects your • Consider hiring someone to come in to do training
marketing, brand and sales dollars. Their training affects for you. You may be great at what you do. You may
and reflects in their behavior. be a great leader. You may be great at the day-to-day.
An outside trainer may come in and say some of the
About 15 years ago I started working in marketing and same things you have said. But they’ll deliver it with
advertising. In the last decade or so customer experience a twist or from a different perspective and bam-your
has merged with marketing-so much so that I dedicated team members get it!
multiple chapters about it in my first book, Marketing
Battleground. Rather than lengthen this article with An expert trainer from outside of your company should:
details about one or two items, the following are rapid fire • Make training engaging, fun, entertaining, and
tips so you can dive further into what most interests you. memorable.
• Be unique. The same ol’ same ol’ is boring, which
•
Training is important. But it is critical to hire the is the kiss of death. If you have had someone do
right people in the first place. The hiring process training before and it did not work as well as you had
should consist of weeding out candidates. Simply hoped, think about whether or not it was boring.
speaking with an applicant is not enough. Some • Tell stories. The entire first chapter of Marketing
people are great at interviews but terrible at Battleground is dedicated to the importance of telling
the job. Try to see them in action. stories. Stories are engaging and tied to memory.
• Hire for attitude and integrity. It • Use multimedia and visuals-not “death by
takes years to build a great reputation powerpoint.” In training sessions I have used a
and one moment to ruin it. Mistakes and stuffed monkey, an old brick cell phone, an 8-track
poor service may get a second chance by tape (two of the young people had no idea what
customers, but if an employee has a bad it was), $10,000 in real shredded money straight
attitude and questionable integrity, that from the United States Treasury, videos, plastic dart
business is done. boards, an old rotary phone, squishy brains, a 1
• Hire for personality if the job is for million dollar bill, and more. Training attendees need
KENNY ATCHESON someone who will communicate with their eyes to move- not just stare at a screen or one
DEALER PROFIT PROS any of your customers. For example, my person talking.
wife and I have consistently noticed that
Trader Joe's employees always wear a smile and treat It is possible that you’ll invest in your team to be their
everyone special. I asked the manager at the store we best and someone leaves. It is worse if an untrained
frequent about their hiring practice. She said they employee stays and drives away customers and good
hire for attitude and personality first. employees. In my experience,the best companies offer
• People need purpose and it needs to be more than a great training which compels team members to stay. They
paycheck. To get the most out of employees, provide want more. Give them more and watch your company
genuine reasons why they should do their job as soar.
effectively as possible. Kenny Atcheson is the founder and president of Dealer Profit
• Employees should do what they are supposed to Pros, which offers several marketing and advertising programs,
because you said so. That is fantasy, not reality. The customer service and sales training: www.DealerProfitPros.com
2 6 | I N D E P E N D E N T D E A L E R | M AY 2 0 2 1You can also read
