Expert trainer Valerie Ziebron joined MRAA for a special service-focused webinar in response to the COVID-19 virus. During the webinar, Ziebron offered advice on how to adapt to the coronavirus pandemic as a dealership and as a service business.
Ziebron noted that we are operating in a stressful environment and we need to both be aware of that and prepare for it. Right now, businesses should be looking for ways to adjust and adapt to our “new normal.”
These changes need to start at the top. Leaders should be asking themselves how they can best serve their customers and best serve their teams in the current environment. According to Ziebron, that means focusing on what you can control and letting the rest go.
Some of the things that are in your control include new social distancing policies. These can be applied to pick up and delivery of boats, online scheduling, texting or emailing communications, and implementing staggered shifts for the team (possibly with fewer hours). Another thing that can be controlled is your new cleaning and disinfecting processes. Ziebron encourages dealers to adjust their boat detailing processes and then market them.
Also in your control is how you adjust your business. That means focusing on revenue generating tasks and revenue generating positions. You don’t want to make “knee-jerk” reactions and cut positions that are making the dealership money. However, if people are not focused on activities that generate revenue, you should adjust your job descriptions so that more positions are revenue generating. Unfortunately, Ziebron notes that some positions that are not generating revenue – up to and including management positions – may need to be furloughed.
Additionally, you need to look at your pay plans and incentives. Right now is not business as normal, and it is an important time to communicate with the team what needs to happen to keep your doors open and how they will be paid as we are getting through the current crisis. Pay plans should be adjusted so that as much of the essential team can be retained as possible so that when businesses come out on the other side, they are positioned to take advantage of pent up demand.
One lesson from the last recession that Ziebron noted was the need to strengthen your cash position. She told dealers to focus on getting paid now and going after receivables.
Ziebron also stressed the importance of communication, both internally and externally. Things are changing so quickly that it is crucial for dealers to stay in contact with their teams and their customers. That means sharing both what you are offering and how best to do business with you.
The entire webinar is available to view here. To download the slide presentation from the webinar, click here.
