Recruiting and retaining new and capable workers has been an ongoing challenge for dealers due to the low unemployment rates and rising customer demands. A component of Street Volkswagen‘s operations involves screening applicants to find those who share their desire to work in the industry, care for others, and enjoy doing so.
During the recent Digital Dealer conference in Las Vegas, CBT News anchor Jim Fitzpatrick connected with David Meraz, Marketing Director at Street Volkswagen, and John Luciano, Managing Partner at Street Volkswagen, to discuss how dealers can retain their staff during a post-COVID era.
1. Now more than ever, people know more about cars than salespeople do, notes Meraz. “Our people have to train constantly and be able to answer questions quickly because people want things now,” he explained.
2. Despite all the technology available today, consumers still want a brick-and-mortar experience. They long to enter, interact, and experience the human connection absent from online interactions. “Communication is the most critical factor in building a solid team and keeping talented employees,” according to Luciano.
3. Looking forward, Luciano believes 2024 will be interesting, particularly because it will be an election year, which usually means lower gas prices and ratings. “There’ll be more opportunities to grab new cars, and the dealers that will excel are the ones who go out and sell the culture’s message are the ones who will succeed,” he stated.
“You have to give your staff a voice.” — John Luciano