Training from the top down

"The top 20 percent of businesses — the people who are forward thinkers — are the first to sign up for classes," states Mike Sires, president of Profit Partners, Inc., which conducts business training for the Automotive Distribution Network. "But I'm still very concerned about the other 80 percent that can't seem to make time for training. They have all the excuses in the world, but are the first to admit the old ways aren't working as well."

So just what kind of training do your channel partners need? Common business practices, many say.

"One of the most important things for our employees is sound business practice training, not particularly sales training or product knowledge," explains Duke Young, president of Pat Young Service Co.

Store managers, who are running small businesses, must keep computer systems up and running, make bank deposits and take care of the inventory.

Young continues: "I would say store managers, in particular, really feel the need for training from the top down. When you have a lot of stores and they're spread out, managers want to do their best, but they don't always get enough communication from top management. Training allows us to give them the information they need and to prioritize what needs done in the day-to-day running of the store."

Having conducted business training at all levels of the aftermarket, Sires notes that sales roles are changing — and the training must evolve as well.

"One of the biggest things we've seen for a long time is the idea of the 'good 'ol boy' is dead and the salesperson has got to start bringing business management tools to the customer to help them survive," he states. "It's not a part in a box or price anymore — it's the total package that will help the jobber and installer survive in the future."

Sires adds that teaching industry veterans to use the tools of today is another important lesson. "Instead of carrying a clipboard, they have to carry a computer; instead of carrying a calculator, they have to carry Excel spreadsheets," he says. "They have to be Internet savvy not only for themselves but also for customers. The (salespeople) who have been in the industry for a long time are struggling with the change."

From three-day sales boot camps to jobber professional training series and service writer training, Profit Partners increased the effectiveness of its training programs by implementing total accountability.

"We make assignments and return to hold them accountable and move the ball forward. We also provide an 800 number they can call for support in the field," says Sires. "Without accountability, you have a four-hour rah rah session." The Network has 75 percent training participation from its members.

Shop participation

Learning the strategies of running a business has become just as crucial for service dealers.

"It's interesting that, while technical training is still really strong, business training is growing," says Dave Kimbell, marketing manager for The Merrill Company and Arnold Motor Supply. "Shop owners want technicians to be more efficient in the office. Labor rates, diagnostic time, marketing, reminder cards to customers — that is important to shop owners."

Tracy Cotten, CEO of Mick's Automotive Inc., a one-location shop in Santa Cruz, Calif., agrees. "I'm a big believer in education and any classes I can get my hands on I go to," he explains. Focusing on imports — with an emphasis on Toyotas — Cotten works one-on-one with Profit Partners to develop a training program molded to his business.

"Mike (Sires) asked me what I wanted from the business...and my philosophy is being able to have a low-stress environment and free time, so we aimed to create a shop where I'm only here from 7:45 a.m. to 5:30 p.m.," he says. "I have confidence in leaving the shop to (my employees), because I've implemented a system that's easy for them to follow."

Acknowledging the importance of business training, shops still make technical training the top priority.

"We're highly trained on hybrids and because of that training and our confidence, now I'm starting to advertise those services," Cotten says.

Noting the return on investment (ROI), Cotten and others demonstrate the value they see in educating staff by paying for training classes, employee wages, meals and even overtime on weekends.

"I'm to the point where gas is now, that I might even give them a gas card to help supplement them for going," notes Steve Everson, owner of East Main Tire and Auto, a three-location service business in Minnesota. He utilizes Canadian-based Injectronics, set up through the Network, for his technical training.

Serving on his parts warehouse board, Everson has been aggressively proposing for daytime training.

"I prefer it over evening classes, which try to educate technicians after they've worked all day," he explains. "So the main benefit (of daytime training) is retention. Plus, they have a life, too. They have a family and a wife they like to see in the evenings."

And in all aspects of business, we can't ignore customer service. "That's an area we train on quite a bit," notes Young of Pat Young Service Co. "Your road for advancement is taking care of the customers."

Web 2.0

While there's no denying the benefits of hands-on training, time constraints and rising transportation costs are helping some realize the benefits of remote training.

"We've launched video conferencing between our Omaha warehouse and our headquarters in Spencer, Iowa, and we continue to add more locations," Kimbell explains. "We're spread out over five states, so replacing a six-hour round trip saves us time and money. The technology is improving all the time, so we can see the other person's face and body language, which is important."

Through the Automotive Aftermarket Parts Alliance's extranet, The Merrill Company's counterpeople and independent jobber stores are participating in Webinar training, and the program group is launching live technical training by next year.

"Techs will be able to log in and take a 20 to 30 minute training session of a particular topic or product," says Kimbell. "I think that the technician is a hands-on learner the majority of the time. We're striving to take it hands-on: when we do a scan clinic, we want techs to bring the scan tool they use every day. And that's why the Alliance is going to video training — we want to take a camera right into the engine compartment."

Everson, of East Main Tire and Auto, says his technicians learn from Web-based training, but not as much as they learn standing in a classroom. Overall, though, any training is good and Everson would just like to be made more aware of the opportunities.

"The lack of knowing about training is what this industry needs help with," he offers. "I want to know more about what is available from manufacturers and how can we attend through our suppliers. How many employees can we send? There's probably enough training out there to go around but it's being made aware of it (that is the main problem)."

As industry training continues to advance, Sires believes owners are at a crossroads when it comes to training to advance their businesses.

"It's no different than a shop investing in equipment — business owners have to invest in tools that help grow their business," he offers. "They may be able to hang on for awhile, but eventually they will fall off and go away. If shops in big markets with competition are not investing in training, they're going to be fighting over the breadcrumbs on the lower end."