THE KEYS TO SUCCESS | RONDA PAYNE the cars that appeal to his target customer. He includes the results of a 150-point inspection with each vehicle. “We don’t sell super cheap cars and we don’t sell high-end sports cars,” he explains. “A guy who buys a Ferrari doesn’t look for a Corolla. The family that looks for the Corolla looks for the quality and reliability. I pick the proper used car and recondition it very well to the point that meets our standards. We give our customers better quality, better value and better cars.” Listen to Your Team Your team is an extension of you, your business and how that business shows up every day. The right people make all the difference and it’s important to ensure they are being taken care of so that they, in turn, will ensure customers are taken care of.
Whether it’s your business to sell New cars or Used cars... it’s our business to keep all your insurance needs covered
Wilson found that bringing all six of his lots together in the one huge location made it possible to iron out any employee issues quickly and ensure everyone is getting along with their co-workers. “Sure, there are still problems and we try to rectify them immediately. Your people have to be happy. If they’re not happy, they’re not going to treat your customers right,” says Wilson. “Wherever possible, we want to bring people up through the business and give them a greater sense of personal success.” Customer service is Rad’s focus and he looks for people who feel the same as he does – those who can emulate his vision for treating people right. “People who love to solve problems for other people. I look for people who are hardworking, goal oriented,” he outlines. “I want them to come here, sell cars, serve customers and make money so that it’s a win-win for everyone.” Being online is essential but Davidson says there is always something to be learned from daily interaction with employees, so live discussions are just as important – if not more so – than the online activities. “Surround yourself with brilliant young minds,” he says. “Because I can learn something new every day.” What’s the magic formula to creating a successful dealership? Listen to those who have done it before. There is plenty to learn and apply when you take the time to ask questions, then sit back and listen to the responses. Ask about what went right and what went wrong to learn the lessons of greatness in used car sales. ■
26 | THE ONTARIO DEALER
Baird MacGregor Insurance Brokers LP Partnering with the UCDA and Pitcher & Doyle to Bring you Quality Insurance and Excellent Customer Service at Competitive Rates.
825 Queen St. E., Toronto, ON M4M 1H8 TEL: (416) 778-8000 TOLL FREE: (800) 268-1424
www.bairdmacgregor.com