Learning and Teaching Have Changed Forever
For some time, the education world has been struggling to maintain itself in the face of the obvious need to make changes. Normally change is an evolution not a revolution. However, the competing interests feel very much comfortable with how things are operating. The Teachers Unions, The School Boards, the State Bureaucrats and the Federal Government were very much into the status quo. BUT. The Students and their Parents, who I believe are the customers of the education business were not.
Then came the Pandemic.
All of a sudden, the students and parents were in the same place at the same time and both parties could see how and what their children were being taught. The parents didn’t like what they heard and saw with the material and the methods with which their children were being taught. They then started to show up in larger numbers and more regularly at Parent Teacher Meetings and School Board meetings. And they made themselves heard. The School Boards didn’t like this one bit, imagine the parents interfering with what the Boards were doing. Their expertise and authority were being challenged by these unruly parents who were demanding answers.
Then the National School Board Association wrote a letter to the government of the United States complaining about these parents and even going so far as to call them terrorists. Imagine calling your customers terrorists? My intent is not to get into the weeds of politics with this introduction. It is simply to provide the background to a subject that I am very passionate about and want to discuss with you. Each person on the planet should be able to receive a good education.
Learning takes on what I believe are four major methods: classroom, webinar, internet-based and self-study.
The classroom will never go away. There is a real benefit to having a person who knows how to teach and has subject matter expertise sharing that knowledge with willing and able interested people. We have learned a lot about classroom learning. The fifty-minute class is changing. The material is being delivered in smaller chunks. Statistics are showing that this has an extremely positive impact on learning and retention.
The webinar is a tool that I am not particularly fond of as a teacher. I cannot see the students. I don’t get the feedback that I am used to in the classroom on each individual’s understanding about what I am talking about in the session. However, when it comes to product knowledge and other very specific learning, they are a terrific tool. I have always liked to have one of the employees conduct this training. The employee doesn’t want to be embarrassed in front of their peers. So, they really learn the material. Each session is done by a different employee and as a result we improve the skills and knowledge of the complete team of customer service employees.
The internet-based learning programs have become a serious and growing concern in a relatively short period of time. You can see that major United States Universities, Harvard and MIT and Georgia Tech to name a few, have their complete curriculum available for online learning. Specialty businesses have arrived from The Khan Academy to Coursera and many others there are learning opportunities online that will be here for the rest of time or until the next major disruption.
Self-Study will always be here as long as there are people who want to learn. Reading is one of my favorite hobbies and pastimes. You can transport yourself to any era and any area on any subject in the world and beyond between the covers of a book.
Katy Tynan, a principal analyst at Forrester Research recently made the following observations. “Prior to the Pandemic, there was an overemphasis on formal learning as a delivery mechanism. Formal, classroom-delivered training was easy to plan and deliver, but organizations didn’t always see the intended results.” Haven’t most of us felt that way at one time or another about classroom training?
Tracy Malcolm, a global future of work leading at the consulting firm Willis Towers Watson goes further. “Organizations are starting to pursue learning in new forms, and certainly at a new pace, where it’s much more frequent learning opportunities. The formal training itself is certainly bite-sized, so that it can be consumed more quickly. And the pace of learning increased.” At the same time, we are now flooded with a massive amount of student debt. The largest single debt in the country.
There are many voices starting to sound similar alarms.
When we started with Management Training at Quest, Learning Centers, we did the same thing as most other teaching or training business did. Our classes spanned two days in locations that were easily accessible to our client base. Sixteen hours of training. We built the classes to cover sales, operations, assets and leadership. Four hours for each of those areas and two subjects in each four-hour time block. The students would come in from their dealerships the day before and spend two nights in hotels and pay for their room and board as well as the tuition cost of the classes. We got very good response and also very good reviews of the content and the way we taught. We built eight such programs.
We started to notice a problem with our teaching, or more appropriately the learning and retention of our content that the students experienced. They would get back to the company and be caught up instantly in the old routines to the point that they were not able to implement any of what they had learned. We had too many people working in the business and too few people working on the business.
Our sponsors and clients were noticing similar things and wanted to approach the teaching from a different perspective. Thus, the webinar was born.
The webinar did not require people to travel or stay in hotels or eat meals in restaurants. It was cheaper. It also was shorter. The webinars that I conducted typically ran between forty-five minutes and an hour. The vehicle for teaching and by extension learning was changed. It is shortened, which leads to measurably more learning and better retention. Further, the employee was not taken away for two days at a time. But the teacher didn’t have the same tools to evaluate the learning of each student. We changed the delivery methods on our webinars and using a computer driven projector that I could operate remotely and turn off the slide presentation and walk in front of the camera and talk to the audience directly. They could see me and my antics. I was transitioning to Hawaii at the time so I started to wear Hawaiian Aloha Shirts. Many people have commented on those shirts in that they were annoyed when I wore the same shirt more than once.
We moved away from webinars in 2015 and converted all of our learning programs to the internet starting in 2016. It has been a much larger job that I had anticipated. With our two-day programs and the structures that we used, we had three separate programs; What it Looks Like When it is Right, Reaching Market Potential, and Performance Excellence. So, we had six discrete classes for each of the four disciplines. Twenty-four classes for parts, and service and product support selling and marketing.
The first order of business was to research and select a “Learning Management Software.” This was not easy nor were we very sophisticated or knowledgeable about what we wanted and needed. Needless to say, we are on our second LMS. We make mistakes like everyone else.
Then we had to determine how we wanted to build the classes. That is our wheelhouse. Caroline has a Master Degree in Education and I taught people how to teach at McGill University in Montreal. We built our classes to start with optional reading material, then a mandatory pretest to gauge the knowledge of the student before they start the class. The subject specific material we created covered in the range of 125 to 160 slides each one of them with audio tracks. We then embedded film clips to highlight key points and material. Further we added quizzes to break up the learning. We put about ten quizzes into each of the programs. Caroline then put all of this material, the slides, the audio tracks, the film clips and the quizzes into the form of a video. That allows the students to stop and start or go back and forth to review the material. We wanted the students to learn, to understand the material and become more knowledgeable as people both personally and professionally. Then we added a final assessment. This was a twenty-question assessment of the knowledge and skills of the students on that specific subject class. They had to obtain a score of 80% on this assessment in order to pass the class and earn their certificate. However, before the students can get their certificate, they have to provide us an evaluation of the class through a survey. Finally, they can print their certificate which will also show them how many CEU’s, Continuing Education Units.
We now have one hundred and eight subject specific classes, and we will continue to add classes as they are requested. Each class is reviewed monthly for adjustment based on the surveys and the assessments results. For instance, if a majority of the students get the same wrong answer to the same question, we review that section of the class to ensure that it is not our teaching that is at fault. If it is the material that is causing the problem, we make adjustments.
Another interesting aspect of our work is the feedback that we receive constantly about what our customers want and need. They tell us what they want. And we listen. Do we ever listen.
When we built the classroom material, we used voice recognition software and I dictated to the computer. It was like I was teaching in a classroom. In the nineties the voice recognition software was not at all at the same level as what it is today. I would talk to the computer and go away. Thirty minutes talking forty minutes doing something else while the computer continued to convert my voice to a word document. Once I had the classes built, I invited people for whom I had a lot of respect and asked them for their time in a classroom with me to see what I had created. I wanted their objective evaluation of what I had done. From that platform, my background and experience in the business and in teaching, complimented with the experience and knowledge of the very generous people who helped put the final touches on our work and created Quest, Learning Centers. I will never forget what those people did to help me. You know who you are and I thank you sincerely.
Over the years our twenty group facilitation businesses first with Insight, M&R, Institute in partnership with Malcolm Phares who started the “Twenty Group” concept when he was VP of Dealer Development for PACCAR, and now with The Capital Goods Sages, in partnership with Dale Hanna of Foresight Intelligence has provided invaluable discussions and debates with experienced executives on their dealerships. This provided learning opportunities for me that was also invaluable.
Since 1980 our consulting business has afforded me the opportunity to work with hundreds if not over a thousand dealerships around the world. I have been provided an opportunity in my business life that few others have been given. As I have said to many people over the years. “If you play two rounds of golf everyday for six months and you don’t get pretty good at it, well someone is trying to tell you something. I have learned something from each consulting engagement and each of the twenty group meetings and from a large number of very skilled people in our classes.
Over the past fifty-two years we have had over twenty-five thousand students either in a classroom or a webinar or an internet-based class. I have learned a lot from the interaction with all of these people.
Yet even with that background and experience we are in a constant state of looking to get better at what we do and how we do it. We offer blogs, podcasts, newsletters and audio learning on a complimentary basis as a means of transferring knowledge to interested people. We have a group of people as Contributors helping us. These people are an invaluable help to us. They are Thought Leaders who are challenging the status quo and the world in which we live as well as experienced executives and influencers. We are grateful to each of them for everything that they do for all the employees in the Product Support world.
One of the changes that we see being beneficial is to have training going on continuously for everyone. We advocate that each employee in the Product Support world who leads people or touches customers have one skill assessment tied to their job each year and take at least three classes each year to improve their skills and knowledge. “You need to have regular reinforcement of what you’ve been learning” so says Wayne Vascio, Professor of Management at the University of Colorado. He continues “You use it or you lose it.” “Simply doing it one-off or learning a skill one time and then not being able to practice and use it on the job, is a recipe for skill decay.”
Another thing Caroline is taking us to is the fact that passive learning is not sufficient anymore. She gets that from her continuous learning for her teaching job and her education. I am excited about it. She caused us to put the quizzes into all of our classes. She is pushing to have optional Zoom meetings with people who have taken the same class with either Caroline or me leading the meeting. We talk about the subject specific class that they took and provoke discussions in a group setting. We are exploring having chat rooms for people who have taken classes with us where they can reach out to others in the Product Support World. Even going so far as Gamification of the Learning Experience.
One of the other things that has become painfully clear. There is an expression “those that cannot do, they teach.” This has never been a good idea. Over the course of my career at two different CAT dealers I was a Parts Manager, a Service Manager, I established the first Product Support Selling function, I designed buildings and dealer facilities, I was a Data processing Manager. I have walked the walk I don’t just talk the talk. The teacher has to know what the employees do in their jobs. What are the challenges and the obstacles to the job? This is not an abstract experience. We are even exploring, in some cases, having the employees training each other. This is invaluable in other ways as well. Everyone finds out who the best is at a particular subject or task.
Over the course of our fifty-two years in the industry, and the wonderful training I have received myself and the people from whom I have been able to learn from I am very humble and extremely grateful.
We will continue to keep you posted as we continue to change and adapt to the new realities in education and learning.
The Time is Now.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Friday Filosophy v.12.10.2021
Friday Filosophy v.12.10.2021
Friday Filosophy v.12.10.2021 focuses upon Peter Ferdinand Drucker; German: November 19, 1909 – November 11, 2005) was an Austrian-American management consultant, educator, and author, whose writings contributed to the philosophical and practical foundations of the modern business corporation. He was also a leader in the development of management education, he invented the concept known as management by objectives and self-control, and he has been described as “the founder of modern management”.
Drucker’s books and articles, both scholarly and popular, explored how humans are organized across the business, government, and nonprofit sectors of society. He is one of the best-known and most widely influential thinkers and writers on the subject of management theory and practice. His writings have predicted many of the major developments of the late twentieth century, including privatization and decentralization; the rise of Japan to economic world power; the decisive importance of marketing; and the emergence of the information society with its necessity of lifelong learning. In 1959, Drucker coined the term “knowledge worker“, and later in his life considered knowledge-worker productivity to be the next frontier of management.
The Time is Now
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Learning and Teaching Have Changed Forever
Learning and Teaching Have Changed Forever
For some time, the education world has been struggling to maintain itself in the face of the obvious need to make changes. Normally change is an evolution not a revolution. However, the competing interests feel very much comfortable with how things are operating. The Teachers Unions, The School Boards, the State Bureaucrats and the Federal Government were very much into the status quo. BUT. The Students and their Parents, who I believe are the customers of the education business were not.
Then came the Pandemic.
All of a sudden, the students and parents were in the same place at the same time and both parties could see how and what their children were being taught. The parents didn’t like what they heard and saw with the material and the methods with which their children were being taught. They then started to show up in larger numbers and more regularly at Parent Teacher Meetings and School Board meetings. And they made themselves heard. The School Boards didn’t like this one bit, imagine the parents interfering with what the Boards were doing. Their expertise and authority were being challenged by these unruly parents who were demanding answers.
Then the National School Board Association wrote a letter to the government of the United States complaining about these parents and even going so far as to call them terrorists. Imagine calling your customers terrorists? My intent is not to get into the weeds of politics with this introduction. It is simply to provide the background to a subject that I am very passionate about and want to discuss with you. Each person on the planet should be able to receive a good education.
Learning takes on what I believe are four major methods: classroom, webinar, internet-based and self-study.
The classroom will never go away. There is a real benefit to having a person who knows how to teach and has subject matter expertise sharing that knowledge with willing and able interested people. We have learned a lot about classroom learning. The fifty-minute class is changing. The material is being delivered in smaller chunks. Statistics are showing that this has an extremely positive impact on learning and retention.
The webinar is a tool that I am not particularly fond of as a teacher. I cannot see the students. I don’t get the feedback that I am used to in the classroom on each individual’s understanding about what I am talking about in the session. However, when it comes to product knowledge and other very specific learning, they are a terrific tool. I have always liked to have one of the employees conduct this training. The employee doesn’t want to be embarrassed in front of their peers. So, they really learn the material. Each session is done by a different employee and as a result we improve the skills and knowledge of the complete team of customer service employees.
The internet-based learning programs have become a serious and growing concern in a relatively short period of time. You can see that major United States Universities, Harvard and MIT and Georgia Tech to name a few, have their complete curriculum available for online learning. Specialty businesses have arrived from The Khan Academy to Coursera and many others there are learning opportunities online that will be here for the rest of time or until the next major disruption.
Self-Study will always be here as long as there are people who want to learn. Reading is one of my favorite hobbies and pastimes. You can transport yourself to any era and any area on any subject in the world and beyond between the covers of a book.
Katy Tynan, a principal analyst at Forrester Research recently made the following observations. “Prior to the Pandemic, there was an overemphasis on formal learning as a delivery mechanism. Formal, classroom-delivered training was easy to plan and deliver, but organizations didn’t always see the intended results.” Haven’t most of us felt that way at one time or another about classroom training?
Tracy Malcolm, a global future of work leading at the consulting firm Willis Towers Watson goes further. “Organizations are starting to pursue learning in new forms, and certainly at a new pace, where it’s much more frequent learning opportunities. The formal training itself is certainly bite-sized, so that it can be consumed more quickly. And the pace of learning increased.” At the same time, we are now flooded with a massive amount of student debt. The largest single debt in the country.
There are many voices starting to sound similar alarms.
When we started with Management Training at Quest, Learning Centers, we did the same thing as most other teaching or training business did. Our classes spanned two days in locations that were easily accessible to our client base. Sixteen hours of training. We built the classes to cover sales, operations, assets and leadership. Four hours for each of those areas and two subjects in each four-hour time block. The students would come in from their dealerships the day before and spend two nights in hotels and pay for their room and board as well as the tuition cost of the classes. We got very good response and also very good reviews of the content and the way we taught. We built eight such programs.
We started to notice a problem with our teaching, or more appropriately the learning and retention of our content that the students experienced. They would get back to the company and be caught up instantly in the old routines to the point that they were not able to implement any of what they had learned. We had too many people working in the business and too few people working on the business.
Our sponsors and clients were noticing similar things and wanted to approach the teaching from a different perspective. Thus, the webinar was born.
The webinar did not require people to travel or stay in hotels or eat meals in restaurants. It was cheaper. It also was shorter. The webinars that I conducted typically ran between forty-five minutes and an hour. The vehicle for teaching and by extension learning was changed. It is shortened, which leads to measurably more learning and better retention. Further, the employee was not taken away for two days at a time. But the teacher didn’t have the same tools to evaluate the learning of each student. We changed the delivery methods on our webinars and using a computer driven projector that I could operate remotely and turn off the slide presentation and walk in front of the camera and talk to the audience directly. They could see me and my antics. I was transitioning to Hawaii at the time so I started to wear Hawaiian Aloha Shirts. Many people have commented on those shirts in that they were annoyed when I wore the same shirt more than once.
We moved away from webinars in 2015 and converted all of our learning programs to the internet starting in 2016. It has been a much larger job that I had anticipated. With our two-day programs and the structures that we used, we had three separate programs; What it Looks Like When it is Right, Reaching Market Potential, and Performance Excellence. So, we had six discrete classes for each of the four disciplines. Twenty-four classes for parts, and service and product support selling and marketing.
The first order of business was to research and select a “Learning Management Software.” This was not easy nor were we very sophisticated or knowledgeable about what we wanted and needed. Needless to say, we are on our second LMS. We make mistakes like everyone else.
Then we had to determine how we wanted to build the classes. That is our wheelhouse. Caroline has a Master Degree in Education and I taught people how to teach at McGill University in Montreal. We built our classes to start with optional reading material, then a mandatory pretest to gauge the knowledge of the student before they start the class. The subject specific material we created covered in the range of 125 to 160 slides each one of them with audio tracks. We then embedded film clips to highlight key points and material. Further we added quizzes to break up the learning. We put about ten quizzes into each of the programs. Caroline then put all of this material, the slides, the audio tracks, the film clips and the quizzes into the form of a video. That allows the students to stop and start or go back and forth to review the material. We wanted the students to learn, to understand the material and become more knowledgeable as people both personally and professionally. Then we added a final assessment. This was a twenty-question assessment of the knowledge and skills of the students on that specific subject class. They had to obtain a score of 80% on this assessment in order to pass the class and earn their certificate. However, before the students can get their certificate, they have to provide us an evaluation of the class through a survey. Finally, they can print their certificate which will also show them how many CEU’s, Continuing Education Units.
We now have one hundred and eight subject specific classes, and we will continue to add classes as they are requested. Each class is reviewed monthly for adjustment based on the surveys and the assessments results. For instance, if a majority of the students get the same wrong answer to the same question, we review that section of the class to ensure that it is not our teaching that is at fault. If it is the material that is causing the problem, we make adjustments.
Another interesting aspect of our work is the feedback that we receive constantly about what our customers want and need. They tell us what they want. And we listen. Do we ever listen.
When we built the classroom material, we used voice recognition software and I dictated to the computer. It was like I was teaching in a classroom. In the nineties the voice recognition software was not at all at the same level as what it is today. I would talk to the computer and go away. Thirty minutes talking forty minutes doing something else while the computer continued to convert my voice to a word document. Once I had the classes built, I invited people for whom I had a lot of respect and asked them for their time in a classroom with me to see what I had created. I wanted their objective evaluation of what I had done. From that platform, my background and experience in the business and in teaching, complimented with the experience and knowledge of the very generous people who helped put the final touches on our work and created Quest, Learning Centers. I will never forget what those people did to help me. You know who you are and I thank you sincerely.
Over the years our twenty group facilitation businesses first with Insight, M&R, Institute in partnership with Malcolm Phares who started the “Twenty Group” concept when he was VP of Dealer Development for PACCAR, and now with The Capital Goods Sages, in partnership with Dale Hanna of Foresight Intelligence has provided invaluable discussions and debates with experienced executives on their dealerships. This provided learning opportunities for me that was also invaluable.
Since 1980 our consulting business has afforded me the opportunity to work with hundreds if not over a thousand dealerships around the world. I have been provided an opportunity in my business life that few others have been given. As I have said to many people over the years. “If you play two rounds of golf everyday for six months and you don’t get pretty good at it, well someone is trying to tell you something. I have learned something from each consulting engagement and each of the twenty group meetings and from a large number of very skilled people in our classes.
Over the past fifty-two years we have had over twenty-five thousand students either in a classroom or a webinar or an internet-based class. I have learned a lot from the interaction with all of these people.
Yet even with that background and experience we are in a constant state of looking to get better at what we do and how we do it. We offer blogs, podcasts, newsletters and audio learning on a complimentary basis as a means of transferring knowledge to interested people. We have a group of people as Contributors helping us. These people are an invaluable help to us. They are Thought Leaders who are challenging the status quo and the world in which we live as well as experienced executives and influencers. We are grateful to each of them for everything that they do for all the employees in the Product Support world.
One of the changes that we see being beneficial is to have training going on continuously for everyone. We advocate that each employee in the Product Support world who leads people or touches customers have one skill assessment tied to their job each year and take at least three classes each year to improve their skills and knowledge. “You need to have regular reinforcement of what you’ve been learning” so says Wayne Vascio, Professor of Management at the University of Colorado. He continues “You use it or you lose it.” “Simply doing it one-off or learning a skill one time and then not being able to practice and use it on the job, is a recipe for skill decay.”
Another thing Caroline is taking us to is the fact that passive learning is not sufficient anymore. She gets that from her continuous learning for her teaching job and her education. I am excited about it. She caused us to put the quizzes into all of our classes. She is pushing to have optional Zoom meetings with people who have taken the same class with either Caroline or me leading the meeting. We talk about the subject specific class that they took and provoke discussions in a group setting. We are exploring having chat rooms for people who have taken classes with us where they can reach out to others in the Product Support World. Even going so far as Gamification of the Learning Experience.
One of the other things that has become painfully clear. There is an expression “those that cannot do, they teach.” This has never been a good idea. Over the course of my career at two different CAT dealers I was a Parts Manager, a Service Manager, I established the first Product Support Selling function, I designed buildings and dealer facilities, I was a Data processing Manager. I have walked the walk I don’t just talk the talk. The teacher has to know what the employees do in their jobs. What are the challenges and the obstacles to the job? This is not an abstract experience. We are even exploring, in some cases, having the employees training each other. This is invaluable in other ways as well. Everyone finds out who the best is at a particular subject or task.
Over the course of our fifty-two years in the industry, and the wonderful training I have received myself and the people from whom I have been able to learn from I am very humble and extremely grateful.
We will continue to keep you posted as we continue to change and adapt to the new realities in education and learning.
The Time is Now.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
The Digital Dealership, Your Audience: Operations, Part 3
The Digital Dealership, Your Audience: Operations, Part 3
Guest writer Mets Kramer continues to explore all aspects of your audience in the digital dealership with Operations. This is Part 3 of his series.
In the last blogs about The Digital Dealership, we looked at the concept of your “audience”, and how an information driven dealership applies information to addressing your intended audience. The term, Audience, has become more popular in modern digital marketing platforms, but the concept is not new. Even with old style billboards which line the side of highways, the Audience has always been the people driving down the road.
A focus on your intended Audience makes a lot of sense when thinking about email campaigns, marketing or social media, but it’s equally valid when looking at day to day operations. Audience consists of the customers and the people who work for our customers. The Audience consists of owners, managers, site supers, maintenance people and even, accounting. Each one of these segments are part of an audience that largely consists of people already doing business with your dealership.
This Audience already knows who your dealership is, but also know more about this audience segment than your prospects and the unknown audience. Knowing your audience means you have information about the contacts. It means you can connect with and forward them more detailed information to enhance your connection and grow in engagement.
Let’s look at an example, related to something we’ve looked at before: your website.
The first thing you should consider is, “If I know the customers who visit my website, why are they there?” Each one of your customer contacts have a purpose of why they visit your website. If they are in service or maintenance, they likely need service help or parts; if they are supervisors or managers, they likely need equipment; if they are in accounting, they need ecommerce.
Just like we often have multiple entrances to our physical dealership, we should also provide our Audience with the same accessibility to the online dealership. Either use specific URLs, for example, “parts.mysuccessfuldealership.com”, or alternatively, and more effectively, recognize returning site visitors and automatically take them to the last place they went, or where they most frequently go. This uses the information you know about the customer and improves the ease of doing business.
Considering your audience and applying information happens in the dealership operations side too. Many dealers already do this when merchandizing. You place products in the parts department targeting a known audience segment, typically technicians. Since this assumption is generally correct, items they need are likely to sell. The Digital Dealership is about collecting and using information, enabling a customized or granular interaction.
For example, imagine a customer or a technician comes in to buy parts. Do you collect their contact information and confirm their role? Do you provide information based on the provided machine serial number on maintenance requirements, parts needed for maintenance on indicators from telematics about potential issues? If not, do you email the customer’s service manager that a technician came in and additional items might be required. If the pickup is by a small contractor and the owner comes in, providing this information creates numerous additional opportunities. Collecting small pieces of information about each transaction creates the opportunity for a customized and more valuable experience. And who doesn’t want that!
In the early 2000s, when most manufacturers were bringing their online parts systems to market, it was immediately recognized that parts sales through online systems were around 10% higher than instore sales. Users went in to find the new pump they needed, but because a diagram was shown of related parts or a list of seals and fasteners was provided, the users also selected and purchased those items. If you have purchased on Amazon, you’ve no doubt seen the “Customers also Bought” section. This is an example of using information learned from past activities to help customers and increase sales.
Collecting information on known contacts, can also provide other opportunities to target messages to your Audience. Most dealers know if their customers are large or small and who are the recipients of invoices. Knowing this should change the additional items on the invoice. If invoices go to your Accounting or **@********er.com, then include messaging on finance related items like ecommerce options, financial payment integration or similar options. For small customers, when invoices go to the owner, include information on equipment replacement, service needs on their fleet and the like.
In each of these cases, the Digital Dealership collects information on the who they are interacting with to grow the knowledge base and develop actionable information. It applies this information to each transaction or interaction with their customer, throughout the operation. The Digital Dealership places information at the right place and at the right time for team members to make decisions and provide value to the customer.
In 2018, I did my first presentation at AED. It was called “A Granular, Data Driven Approach to Strategic Sales”. We looked at how placing customer equipment data, plus live market pricing data or operating cost information, in the hands of the sales rep which changed the relationship of Sales Rep to Trusted Advisor, giving the Dealership a permanent seat at the table. Arriving at a customer site with valuable and actionable information opened access to the customer much faster than hats and lunches. The presentation also provided a model for using customer transaction and fleet data to predict replacement equipment sales. More importantly, this data provided a much more accurate sales opportunity forecast and inventory model.
The common phase, “You do 80% of your sales with 20% of your customers”, means 80% of your customers likely don’t hear from you enough or experience enough value to keep them from going elsewhere with each purchase. Applying valuable information about your Audience throughout your dealership operation can change that.
This year, I’ll be presenting at AED again on the whole Digital Dealership concept. If you are interested in the idea of “A granular data driven approach to strategic sales”, I’m available to present this idea or other Digital Dealership aspects at your next sales meeting to help your team think like a Digital Dealer.
Me*********@*****************ns.ca
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Friday Filosophy v.12.03.2021
Friday Filosophy v.12.03.2021
Henry David Thoreau. July 12, 1817 – May 6, 1862) was an American naturalist, essayist, poet, and philosopher. Thoreau’s books, articles, essays, journals, and poetry amount to more than 20 volumes. Among his lasting contributions are his writings on natural history and philosophy, in which he anticipated the methods and findings of ecology and environmental history, two sources of modern-day environmentalism.
Thoreau was a lifelong abolitionist, delivering lectures that attacked the fugitive slave law while praising the writings of Wendell Phillips and defending the abolitionist John Brown. Thoreau’s philosophy of civil disobedience later influenced the political thoughts and actions of such notable figures as Leo Tolstoy, Mahatma Gandhi, and Martin Luther King Jr.
Thoreau is sometimes referred to as an anarchist. In “Civil Disobedience”, Thoreau wrote: “I heartily accept the motto,—’That government is best which governs least;’ and I should like to see it acted up to more rapidly and systematically. Carried out, it finally amounts to this, which also I believe, ‘That government is best which governs not at all;’ and when men are prepared for it, that will be the kind of government which they will have. … I ask for, not at once no government, but at once a better government.”
The Time is Now
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
If You Don’t Know Where You’re Going
If You Don’t Know Where You’re Going
In tonight’s blog post, guest writer Caroline Slee-Poulos shares the importance of planning in “If You Don’t Know Where You’re Going.”
I promise you I’m not trying to make a reference to “Alice in Wonderland.” Although the title of this post is part of a quote from the story by Lewis Carroll, Yogi Berra had his own ending to the quote: “If you don’t know where you’re going you might end up someplace else.”
I think that most of us like to be able to see the path ahead of us: personally and professionally. When it comes to the professional aspects, I have found that quite a few people overlook education.
Of course, for several years, the only focus on education was a large push for every child to attend a 4 year university program after secondary school. I like to think that we know a bit better now – education is never “one size fits all” – but only time will tell. When the 4 year program was the focus, career training, employee development, and trades were pushed to the side. This was a short-sighted approach, at best.
Those of you who have already taken a class or assessment with us know that we are focused on functional education: giving you rich content in bite-sized pieces, leaving you room for the full schedule each of you live everyday.
In my last post I wrote about learning objectives, as it helps to know what you will get from a particular class or program of study. For this post, I have some thoughts on goals.
Ron has mentioned more than once that many high school graduates think of their graduation as the opportunity to put school behind them. That should never mean that we have left learning behind, though.
In that vein, I would encourage you all to make a list of your professional goals:
Write down your answers to these questions. Take some time to consider where it is that you are going. Education, training, and mentorship are all tools that can help you get there.
With a new year ahead of us, I would urge you to start executing plans towards those goals. Ron always says that “the time is now.” He is absolutely right. Now is the time to shift from ideas to reality.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Everything Seems Obvious in Hindsight!
Everything Seems Obvious in Hindsight!
Chris Kohart has over 30 years of direct management experience in the heavy construction equipment distribution industry and more than a decade in the technology sector directly supporting equipment dealers globally. Chris is Principal of C.A. Kohart & Associates, a management and marketing consulting firm dedicated to equipment dealerships, private equity investment firms working within the industry, as well as OEM’s and industry solutions providers. He brings substantial knowledge in all aspects of dealer management, product support, sales, financial planning, cost control, operations, customer retention, and the technology that best fits their needs. Chris possesses a unique ability to translate conceptual models into specific processes and growth strategies, increasing operations excellence. Tonight, he shares some of his thoughts on technology in “Everything Seems Obvious in Hindsight!”
The thirty-plus years in dealership management roles and twelve years in the IT world supporting dealers globally has provided me with an understanding of how dealership management views the “digital transformation” revolution. No matter the location or the size of the dealership, the concerns are always very similar: our dealership management platform is not ideal, but we know how it works (or we think we do), and we don’t have the time (or money) to make a change; we’ve asked our customers what they want, and the resounding reply is that we need to be leading with current technology to manage their fleet and their business successfully.
How do we get the dealership to the point where we’re giving our customers (they are our business partners) what they need while removing some of the constraints placed on our business by the current business system? How do we accomplish this without breaking the bank or severely limiting operations while the conversion takes place? It’s an extraordinarily complex and challenging process to undertake, but very necessary. Here are suggestions for basic first steps before making a decision:
If the results to the above points are all positive, and you’re using few, if any, “one-offs,” you are in good shape. However, if the results indicate your current business system is lacking, you should begin preparing to either upgrade or replace it. Here are some thoughts on decision-making steps to take (in parallel):
Replacing your dealer business system while operating your business is difficult but possible if the proper planning is done and expectations are set within your dealership and with your business partners. There are no universal or straightforward answers in making these decisions. If you decide to seek outside help, many qualified individuals can help guide you successfully through the process. There are plenty of ERP selection consultants; make sure the firm you engage has a track record of working with dealers your size and that they fully understand the industry.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Friday Filosophy v.11.26.2021
Friday Filosophy v.11.26.2021
Ludwig Philipp Albert Schweitzer; 14 January 1875 – 4 September 1965) was an Alsatian polymath. He was a theologian, organist, musicologist, writer, humanitarian, philosopher, and physician. A Lutheran, Schweitzer challenged both the secular view of Jesus as depicted by the historical-critical method current at this time, as well as the traditional Christian view. He received the 1952 Nobel Peace Prize for his philosophy of “Reverence for Life“, becoming the eighth Frenchman to be awarded that prize. His philosophy was expressed in many ways, but most famously in founding and sustaining the Albert Schweitzer Hospital in Lambaréné, which up to 1958 was situated in French Equatorial Africa, and after this in Gabon. Our Friday Filosophy v.11.26.2021 shares thoughts and ideas from this extraordinary man.
I was influenced by Dr. Schweitzer in my teens when I read his book titled “My Childhood and Youth.” He devoted his life to the well-being of the people in Africa. A wonderful example for anyone and everyone.
The Time is Now.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Quality of Communication Channel – Specification Sheets
Quality of Communication Channel – Specification Sheets
In tonight’s post, our guest writer Ryszard Chciuk shares with readers all of the ins and outs of the quality of the the communication channel, especially as pertains to the availability of the machine specification sheets. Please read on to learn more about how these deeply impact your service quality.
When writing about the quality of the communication channel, I mean the definition of service quality worked out by Parasuraman, Zeithaml, and Berry in 1985:
Service quality is the degree and direction of a discrepancy between customers’ service perceptions and expectations
It is depressing that this relatively straightforward definition has not been widespread in our industry for almost forty years. And we would better not excuse ourselves that customers’ expectations are more and more demanding.
To improve the quality, we have to close gaps causing the discrepancy between customer expectation and his perception of service. The most important is the main gap:
Not Knowing What the Customer Expects
I assume you are on the way to becoming a digital dealership. If you do not know it, please search for “digital dealership” on the blog. I am afraid that most of you think you know what to publish on your website. However, if you want to provide excellent service to your customers, you have to diminish the gaps; you have to listen attentively to your customers about what information they would like to find there.
Surveys, focus groups, and research reports have many shortcomings. For example, they are expensive and rarely give you a complete picture of what your customers think of your services. It is because we usually do not ask interviewers about what we do not know. There is a newer approach called social listening — analyzing what customers say on social media. This perhaps will be cheaper and provide more reliable information. However, intelligent analysis of natural language content is still a difficult task for artificial intelligence. So, are you sure you know what your customers expect?
In this article, I am showing my point of view on the availability of machine specification sheets on a dealer website. This is a very straightforward piece of information. You can think it is about not-so-important nuts and bolts but be careful. I am sure it is not. I know it from my experience and a “social listening” using my own, not artificial intelligence.
Manufacturers’ decisions often cause problems with providing machine users with a decent level of communication channel quality. That is an obstacle to having engaged customers. For example, manufacturers decide about canceling information on technical specifications and the performance of older models of their machines. Almost on the day of the presentation of a new model, the previous model spec sheet is hidden or deleted from the website. It concerns both a manufacturer and a dealer website.
That behavior is astonishing. After all, this is against our customers using previous models and also against a dealer. I mean, a positive and trustful change in the specifications could prompt a clever customer to replace an older model with a new one, right now, not next year. Thus, he would get better performance, and a dealer would sell a machine. However, buyers must believe what a manufacturer wrote in a new model’s brochure because an old specification sheet is not available for comparison. Let’s see what a top manufacturer says about the significant differences to the previous model:
Imagine that I am a potential buyer of a new or a used machine. I know that “up to” means the difference starting from 0%. During my over twenty years of work for a construction company, I used to be very impolite to many salespeople using that trick in face-to-face communication. Here, I will not comment on this kind of marketing information. However, I would ask very politely:
I am making fun of the information contained in a new machine model specification sheet, but the usability of the previous specification sheet was almost the same. And we have no chance to find it on a dealer website.
As a potential buyer of a used machine, I have more questions for a dealer. Why are you showing me the door? You have some older equipment in your yard. Do you want to sell any? Are you not interested in selling spare parts and service labor for the previous models?
Let’s discuss an example. When I was very young and worked for a construction company, I looked for a crawler excavator for our new pipeline project. It had to be a used machine. Critical parameters were:
And of course, in case we decided to buy, I wanted to know the shipping dimensions.
Today, to make exercising a bit easier, I would look only for used machines made by Caterpillar, Komatsu, or Volvo. That is because only these manufacturers have decent service abilities in the vicinity of my project.
The market for second-hand machines is vast. How to choose the most appropriate model from a long list? I need access to information comprising the mentioned four parameters (plus shipping dimensions). Surprise! I could not find essential information concerning previous models on any website, including the biggest portals for used machines.
I could find them in Caterpillar Performance Handbook or Komatsu Specifications and Application Handbook but are they available online? That is just a rhetorical question. And I have never seen that kind of publication for the rest of the market.
What annoyed me the most during my research? I found the website “The World’s Leading Source of Technical Specifications.” They say they collected spec sheets of thousands of machine models made by over 1000 manufacturers. Paid access to that information is only for manufacturers and their dealers. O, oops!
That is a pure example of billboard-type marketing, or even worse. How can a dealership entirely shift to engagement marketing?
I do not criticize manufacturers or dealers. They are allowed to behave that way by their meek and mild customers. In the world of the Digital Dealership all of the information has to be current and relevant.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Friday Filosophy v.11.19.2021
Friday Filosophy v.11.19.2021
Steven Alexander Wright (born December 6, 1955) is an American stand-up comedian, actor, writer, and film producer. He is known for his distinctly lethargic voice and slow, deadpan delivery of ironic, philosophical and sometimes nonsensical jokes, paraprosdokians, non sequiturs, anti-humor, and one-liners with contrived situations. Wright was ranked as the 15th Greatest Comedian by Rolling Stone in its 2017 list of the 50 Greatest Stand-up Comics.[2] His accolades include the Academy Award for Best Live Action Short Film and two Primetime Emmy Awards nominations as a producer. In this, our Friday Filosophy v.11.19.2021, we share some thoughts from Steven Wright.
The Time is Now
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.
Thoughts on Our Resources
Thoughts on our Resources
I don’t know if you have noticed but we have been quite busy over the past few months. I wanted to bring it to your attention and provide you with some suggestions going forward.
As you know at Learning Without Scars, we have three purposes and main goals.
I would like to direct you to “The Resources” tab on the home page @ www.learningwithoutscars.org.
You will see a dropdown that lists off everything under that tab. Go first to Contributors. We have been able to engage a series of highly skilled and talented people who share their knowledge, experience and wisdom with us. These skills and that knowledge and wisdom comes to you free of charge. But there is a caveat to that. Reading through a blog you will find that there are suggestions and ideas for you to consider. This is not reading the Sunday Paper and moving on. This might require you to make changes ton something in your operations. We hope so as our Contributors have “been there done that.” As you scroll down through the Contributors you have a brief biography of the individual and a picture to see not just their work. Then you will see the most recent three Blog posts and Podcasts.
Then if you go back up to the Resources tab and slide down to Blogs you will see our Socrates Says Blog series. There are some 900 different blog posts there for you to read through. We are creating better search criteria for you so that you will be able to find more easily what you are looking for in the blogs. While you are there, PLEASE take a moment and subscribe to the blog. All you have to do is provide us your email address then you will receive the blogs when they are posted automatically. We typically post blogs on Tuesday. Normally we have two blogs each Tuesday. If it becomes too much for you simply unsubscribe.
Next are Podcasts. Go back to the Resources tab on the Banner line at the top of the screen and slide down to Podcasts. We are very pleased we just had our 1000th download of one of our Podcasts. Not bad in only three or four months. We are really pleased that so many skilled people have agreed to spend time with me talking about various subjects of interest to the Product Support world. We cover HR issues with two very talented people, Sonya Law from Australia and Bruce Baker from Canada. We cover Technology with four very talented people in Dan Slusarchuk from Oklahoma, Dale Hanna from Arizona, Ross Atkinson from Canada and Alex Schuessler from New York. We cover dealer operations with Steve Day from Alabama and Brad Stimmel from North Caroline, and Ryszard Chciuk from Poland. Ed Gordon and Ed Wallace two men who were once College professors weigh in on Workplace Development and the Skilled Workforce as well as Relationship Management and Selling. There are more. Our Podcasts started out running between 40 and 50 minutes. We covered a lot of content. About ix weeks ago we surveyed our viewership and the results indicated that the audience wanted shorter Podcasts. We now offer 10-to-20-minute Podcasts. I hope you enjoy them.
Continuing on this path, go to Resources again and slide down to Newsletters. We started producing a Newsletter July 1st, 2021. They run quarterly so our second Newsletter went out October 1st 2021. We are currently putting the next Newsletter together which will be published and released January 1st 2022. We are becoming better at developing the Newsletter and have modified how we bring them to you so that you can maximize the benefit they provide you. Today we provide the Newsletter in several pieces to allow you more flexibility in how you use it. You receive the Newsletter in your email if you SUBSCRIBE to it (please take a moment and do that for us). The Newsletter is split into six pieces. We start by highlighting an individual from history who has had an overly large impact on humanity. This includes several significant quotations from that individual. Then we provide a short position paper on where we stand with Learning Without Scars. Then we move into the meat of the Newsletter. We have four sections that are highlighted for you; Parts, Service, Selling and Marketing, and Business. Then we close with a reading list of books that I have been reading in my work to stay current with what is going on in our Industry in Business and other fast-moving areas like technology or Cyber Security or Artificial Intelligence. Each of the four section you can obtain in a pdf format by clicking on the statement near the end of that section. These pdfs are intended for you to share with your teams to allow them to read them and then have a discussion on what the subject matter means to your operation. Ideally each of those employees will obtain their own subscription.
Finally, we are in a Beta test with a Company in the UAE that has developed an AI tool to convert word documents to audio tracks in multiple languages. We currently have 50 audio tracks up in US and UK English with another ten or so coming shortly. This is a beneficial tool for people to get an idea of the content of learning before taking classes and assessments. We are hopeful but very optimistic this will work for us and can be expanded.
So, there you have a more detailed explanation of our Resources. There is a lot of material there for you to consider. Everything in our Resources is something that is in place in dealerships and businesses worldwide. None of this is “pie in the sky” it is all in place in business today.
And don’t forget our big news.
Effective November 1, 2021, Learning Without Scars became fully accredited as a provider of continuing education through the International Accreditors of Continuing Education and Training (IACET). This accreditation sets us apart in our field: we are the first and only education provider in our industry to hold outside accreditation. From this point forward, all students will receive CEUs when they take a course through Learning Without Scars. Now we begin the critical work of collaborating with technical schools and professional associations to develop ongoing programs for all students.
We are pleased and proud to welcome you to Learning Without Scars: an IACET accredited education provider.
The Time is Now.
Did you enjoy this blog? Read more great blog posts here.
For our course lists, please click here.