Automotive dealerships are indeed a high-stakes environment where every employee's performance directly influences the business’s bottom line. Managers often focus on sales metrics or service efficiencies, yet one critical factor is often overlooked: how employees learn and grow within the organisation. Training is
not a one-size-fits-all solution; understanding how individuals absorb and retain information is pivotal to unlocking their full potential. This nuance can mean the difference between retaining a rising star or losing them—and the dealership paying the price for that loss.
I recently witnessed the impact of this first-hand with a client and candidate who I had placed in their business.
The Promising Start That Went Awry
My dealership client hired a bright and personable individual for a sales role. Despite having no prior experience in the automotive sector, this new recruit showed exceptional promise during the interview stage, displaying natural charisma and a genuine enthusiasm for the opportunity. Management anticipated great results.
Initially, everything seemed to go as planned. Within two months, the new hire had sold 13 vehicles—a remarkable achievement for someone so fresh to the industry. Managers were thrilled, even calling the employee “a keeper.” Yet, before long, things took an unexpected turn.
Late one Saturday, the employee was let go. Management’s explanation? A failure to pick up essential processes and procedures quickly enough. Despite strong sales numbers, the frustration of repeatedly addressing the same issues led to their dismissal. It was a decision rooted not in ability but in unmet training needs.
Unveiling the Real Issue
Determined to uncover the root of the problem, I contacted the employee. Through our conversation, it became evident that they struggled with written instructions and memory retention. When probed further, the employee disclosed they had dyslexia—something they had been managing on their own without formal support.
This was a case of potential lost due to a lack of awareness and adaptability. The employee wasn’t incapable; they just needed a different approach to learning. A kinaesthetic, hands-on
method—where they could shadow a mentor or learn directly through doing—might have been far more effective than relying on written guidelines.
Why Learning Styles Matter
Every employee learns differently, and failing to recognise this can be costly. In the automotive industry, where precision and efficiency are key, training methods that don’t resonate with the learner can lead to frustration, low morale, and high turnover. Understanding the four primary learning styles is an essential first step for any manager:
- Visual Learners: Rely on visual aids such as charts, diagrams, videos, or flowcharts to process information effectively.
- Auditory Learners: Prefer verbal explanations, discussions, and listening to instructions over reading or observing.
- Read/Write Learners: Thrive with written materials like manuals, notes, or step-by-step guides.
- Kinaesthetic Learners: Excel with hands-on practice, role-playing, or practical demonstrations that allow them to learn through doing.
For dealership managers, recognising these styles and tailoring training to suit individual preferences can significantly improve employee outcomes.
The Business Case for Tailored Training
A poorly trained employee isn’t just a liability for their own role—it can ripple out to affect team performance, customer satisfaction, and the dealership’s reputation. On the other hand, adapting your training methods to suit individual learning needs offers substantial benefits:
1. Improved Retention Rates: Employees who feel understood and supported are more likely to stay with the company.
2. Higher Performance: Matching training methods to learning styles enables employees to perform their roles more effectively.
3. Enhanced Morale: Personalised training demonstrates that the dealership values its staff as individuals, fostering a positive workplace culture.
4. Better Customer Experiences: Well-trained employees are more confident, knowledgeable, and capable of delivering top-notch customer service.
Practical Tips for Implementing Tailored Training
If your dealership is ready to move beyond one-size-fits-all training, here are some actionable steps to get started:
1. Assess Learning Styles During Onboarding: Include simple questionnaires or conversations during the hiring process to identify how new recruits prefer to learn. Tools like the VARK questionnaire (Visual, Auditory, Read/Write, Kinaesthetic) can provide quick insights.
2. Offer a Blended Approach: Incorporate a mix of training materials, such as videos, hands-on workshops, written guides, and group discussions. This allows you to cater to different learning preferences simultaneously.
3. Invest in Mentorship: Pair new hires with seasoned employees who can provide one-on-one guidance. Mentorship is particularly effective for kinaesthetic learners who benefit from real-time feedback and practical examples.
4. Use Technology to Personalise Learning: Learning management systems (LMS) can offer customised training modules, tracking individual progress and adapting content based on employee performance.
5. Encourage Open Communication: Regular check-ins during training periods provide opportunities for employees to express concerns and share what’s working or not working for them.
6. Create Real-World Scenarios: Role-playing customer interactions, mock sales pitches, or service demonstrations can help kinaesthetic learners and auditory learners alike to grasp key concepts in a realistic setting.
7. Monitor and Adapt: Training shouldn’t end after the first few weeks. Continuously assess employee progress and be willing to adjust methods if gaps or challenges arise.
Fostering a Culture of Development
Tailored training isn’t just about teaching employees the basics—it’s about creating a culture that supports continuous learning and growth. Employees who feel empowered through
personalised development opportunities are more likely to become loyal advocates for your dealership.
What if the new hire in our earlier story had been given tailored training from the outset? Instead of being let go, they might have become a top performer, contributing to the dealership’s long-term success. A little extra effort in the training phase could have unlocked significant potential.
Looking Ahead
For automotive dealership managers, the stakes are high in today’s competitive recruitment market. Tailoring your training approach not only ensures better outcomes for employees but also helps your dealership stand out as an employer of choice. By valuing individual learning styles and investing in customised development, you can build a stronger, more capable team—and ultimately drive greater success.
Does your dealership take learning styles into account? Have you experimented with tailored training methods? Share your insights in the comments below.
Comments