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One of the most popular sessions at the CADA Summit is when dealers hear from some of their esteemed peers — the CADA Laureates.
The three newest CADA Laureates took to the stage to share some of their elements of success and talk about where the industry is headed.
Canadian auto dealer Publisher Niel Hiscox called each of the Laureates up onto the stage for an individual Q&A session, after the session was kicked off by fellow Laureate and CADA Chairman Harry Mertin.
Bob Bentley, Dealer Principal of Heartland Ford Sales
Bob Bentley, Dealer Principal of Heartland Ford Sales, who won in the ambassadorship category, talked about what inspired him to get involved.
It was old dealership appraisals that used to have a special section for community involvement that got him thinking.
“That had a profound affect on me. So when I became a dealer that really became a blueprint for me to get involved in the dealership,” said Bentley.
He also launched into some of his old stories that showed the time and effort it took to fundraise. Now, Bentley said fundraising has become “contagious at his dealership…it becomes a little self fulfilling where everyone gets involved.”
Michael Norris, Dealer Principal of Volvo of Edmonton
Michael Norris, Dealer Principal of Volvo of Edmonton, shared what it means to be innovative.
Norris, the CADA Laureate winner in the innovation category, said that being innovative often means you fail.
It’s something the auto industry doesn’t do enough. “It’s counterintuitive to try to be innovative. We are hardwired to do the same thing,” said Norris.
He added: “I fail all the time. Leadership has to be comfortable with failure,” said Norris.
He admits that most of his inspiration comes from other dealers. “I’ve stolen most of my ideas,” he jokes. But he also looks to the hospitality industry for other ideas.
After a trip to Hawaii, Norris said he was inspired by all of the colourful flowers there. From there on, he always has fresh flowers on all of the sales desks — which costs him a thousand dollars a month. Some might say it’s a waste of money, but for Norris, it’s a little touch that the customers love.
Bert Hickman, President and CEO of Hickman Automotive Group
The final Laureate to take the stage was Bert Hickman, President and CEO of Hickman Automotive Group, who won in the retail category.
Hickman attributes his success to his team of around 450 employees. “It’s about having your people help you get there.”
That requires a significant investment, said Hickman. He told the dealers in the room that he had representatives from Disney come to Newfoundland for a full week. Everyone, from the maintenance person to the General Manager, attended training sessions.
And when employees succeed, Hickman said he makes a point to reward them. He said he recognizes outstanding dealers on a quarterly basis, also handing out outperformance awards.
The Laureates agreed that regular training and happy employees will go a long way in customer experience.
