As you'll be well aware, a dealer's working life involves constant learning.
Ongoing education is part and parcel of the industry. One example would be the attending of formal, manufacturer-run events where specific machinery training is given (as we see in this story today with over 50 Deere dealers taking part in a Europe-wide turfcare technology seminar). Other instances would include visiting trade shows or conferences to update knowledge regarding new products or perhaps to listen to expert speakers hold forth on sector-related topics.
Closer to home, what might be described as the most important education that any dealer undergoes is the continual, on-the-job learning that takes place every single day with the running of a successful dealership. Speaking to dealers over the years, it is clear how valued this learned experience is, when it comes to areas such as recruitment.
However, this tuition is not all one way. Dealers must also act as educators themselves. There is the obvious in-house training that dealers will impart to their members of staff, but as one dealer pointed out to me recently, there is also crucially, the education of customers.
I must admit this isn't an area I had particularly considered until I had it highlighted. Like many customers most likely do, I considered the expertise that dealers impart to those who use their dealerships, as helpful customer service. But there is most definitely a sense that the customers are being taught.
The dealer I heard from spoke of educating their customers on areas such as time management for when to book their machine in for a service, when to think about the first cut of the season, or best practice regarding what fuel to use in machinery.
They said, "I tell our team that it is our duty to educate these customers on a yearly basis. They come knocking on the front door because we are the experts in the industry and without us, they would be lost. We hold their hand and educate along the way, and this is how we turn these customers into customers for life."
It is so true that local, independent dealers have such a fantastic opportunity to educate their customers for the benefit of both parties. By providing comprehensive information and guidance, they will empower their customers to make informed decisions, ensuring satisfaction and safety - which should inevitably lead to an ongoing, loyal relationship.
This education on the capabilities and functionality of the machinery being sold, is not just restricted to the showroom these days either. As we've heard at our conferences in the past, or via our Dealer Digital Toolkit, with online channels and social media, there is a golden opportunity for dealers to regularly publish articles, videos, and tutorials offering troubleshooting advice, and insights for customers to study before even entering the store. This should place the dealer clearly in the minds of their community as a trusted source of information and education.
Business experts would say that well-informed customers are more likely to make confident purchases that align with their needs. By educating customers about different options, features, and performance characteristics, dealers can help them choose the right equipment for their specific applications.
It should therefore follow that satisfied customers are more likely to return time and again for future purchases and also recommend the dealer to others.
As someone once famously said; education, education, education.
