Professional Development: Time to Go Back to School

How learning is a commodity for today’s businesses

With both our kids back in school this month, it has really highlighted the important role that education has taken on in modern business communities.

From educating your employees to educating your customers, learning is becoming a commodity in the business world. Don’t be left behind. Explore these easy ways to use education in your dealership to create a culture of success.

Start with yourself

Leading by example is the first step to creating a culture of continual improvement. Also, by investing in your own education, you’re likely to encounter new business strategies and techniques that will help propel your business to the next level.

Read voraciously. Research regularly. Be alert to the changing world around you. Even if those changes initially seem unrelated to your business, they could open you up to a whole new world.

Professional development for your staff

We can’t say it enough—training, training, training. Make sure your people know how to do the job you are asking them to do. Otherwise, you and they will all end up frustrated. Don’t make training a one-and-done event. Constant and continual training is an important and powerful way to secure processes and create a lasting culture.

But education in your dealership should go beyond initial on-the-job training. Educating your current employees beyond their current job description allows them to create a career path within your dealership. By investing in them, you are investing in people that can step up to leadership roles down the road.

Also, by incorporating professional development into your employees’ compensation plan, you create loyal employees. By showing that you value them enough to invest in them, you demonstrate that they are an important part of your business.

Moreover, professional development will also attract high-level employment candidates. Savvy professionals understand that continuing their professional development beyond the education they entered the workforce with is a valuable component in remaining marketable in a highly skilled and diversified workforce.

Educate your customers

Author and expert copywriter Robert Bly remarks, “Traditional marketing approaches, especially hard sell, don’t work well on the Internet or with consumers in the information/Internet age. To get readership and response, marketers have to create marketing messages that look, feel, and sound like objective, unbiased, useful information.”

So, what does this mean for you?

It means you must deliver valuable information upfront without obligation to your prospects in order to remain competitive in today’s marketplace.

On one hand, traditional automotive marketing is all about the dealership, the vehicles, and the features, but in the Information Age, no one really cares about that.

On the other hand, education-based marketing is about solutions: solutions to problems your customers face right now that they want to alleviate. A well-planned and executed education-based marketing strategy delivers a much-needed cure to the pain from which your prospect is suffering.

If you can give your prospects the information they need to eliminate their problem and ultimately provide them with a clearly defined set of steps to take, you will win their business. You will become the expert in their eyes and they will flock to you, and price concerns will be secondary to the solution they seek, making your profits soar to new heights.

Setting up a culture of education in your dealership is not all fun and games, but if you invest the time and effort, you’ll find it pays dividends.

Jimmy Vee and Travis Miller are the founders of Rich Dealers®, the nation’s leading experts on attracting customers, and the authors of Gravitational Marketing. Visit to request a complimentary Traffic Scale Report, which compares the quality of your traffic to other dealerships in your area and helps determine whether or not there’s potential business you’re missing out on. Use coupon code DMM1509.

Jimmy Vee and Travis Miller


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