Since its inception, Dealer Institute (DI) has been on a mission to revolutionize the landscape of dealer training, education, and consulting services within the equipment industry.
Unlike traditional approaches that relied on third-party entities, DI took a bold step by directly offering premium services to its dealer members, thus charting a new course for dealer associations.
The primary objective was clear: to provide top-notch services to dealer members at affordable rates, with contributions supporting crucial endeavors in government affairs and manufacturer relations. Initially focusing on three key areas of industry need, DI aimed to set standards and expand its offerings as it gained proficiency in delivering services.
So, in 2015, we tackled the urgent challenges stemming from issues related to used iron, service inefficiencies, and the need for strong leadership bench strength among dealers. Over the course of the initial two years, we dedicated significant resources to addressing these critical areas, culminating in the development of our flagship program, the Dealer Management Course. This comprehensive initiative was designed to equip dealership leaders with the essential skills, knowledge, and strategies to navigate the industry’s complexities successfully.
In addition to the Dealer Management Course, we also introduced specialized programs such as Iron Management and Service Management courses. These targeted initiatives aimed to provide dealers and their teams with specialized training tailored to effectively manage the unique challenges associated with used iron inventory and service operations. By honing in on these specific areas, we aimed to enhance operational efficiency, improve customer satisfaction, and drive overall dealership performance.
Throughout this period of intense focus and development, our goal remained clear: to empower dealerships with the tools and expertise necessary to overcome their most pressing challenges and thrive in a competitive market environment. The culmination of our efforts during these first couple of years laid the groundwork for a comprehensive training curriculum that continues to evolve and expand, ensuring that dealerships are equipped to succeed both now and in the future.
Fast forward nine years, and DI has not only succeeded in delivering its core services but has also significantly expanded its portfolio to cater to a broader range of industry needs. Dealer Institute facilitates over 50 training and consulting initiatives, including performance groups, offering dealers a comprehensive platform to develop their teams and drive business growth.
It’s inspiring to see Dealer Institute evolve into a comprehensive platform offering dealers a wide array of training and consulting initiatives. What’s even more inspiring is that training is now seen as an investment rather than an expense for many dealers, which speaks volumes about the value it brings to dealerships and their growth plans.
For example, some of our more progressive dealers are embracing multi-year, comprehensive training and consulting programs aimed at enhancing the entire organization. Rather than constantly reacting to problems, they proactively address deficiencies, inefficiencies, outdated practices, and cultural issues. This proactive approach is aimed at fortifying their dealership, ensuring it’s well-prepared to tackle any future challenges head-on.
The transformation of DI over the years is remarkable. While our team of specialists plays a pivotal role with their expertise and delivery, our dealers and students have truly propelled us forward. Their feedback, challenges, and aspirations have pushed us to continually evolve, innovate, and strive for excellence.
Today, Dealer Institute stands as a testament to its journey of growth and impact. After nine years of dedication, with hundreds of public classes, webinars, onsite courses, consulting initiatives, and virtual classes, we are proud to announce that we are pushing 10,000 students! This milestone holds immense significance for the Dealer Institute and the North American Equipment Dealers Association (NAEDA) for two primary reasons.
Firstly, it signifies our members’ confidence in our services and the value we bring to their businesses. Secondly, it underscores the tangible impact Dealer Institute is making on organizations across North America.
The impact of our training and consulting services is palpable. Dealer locations that have undergone our Service Management Installation have reported an average return of $267,000 to their service departments. Similarly, dealers have experienced substantial increases in parts sales and profitability following our Parts Counter Sales training courses.
However, beyond the numbers, it’s the testimonials from our students that truly reflect the impact of Dealer Institute.
Owen Palm, CEO of 21st Century Equipment, emphasizes the importance of talent development and the effectiveness of our management training programs. “The farm equipment business is unique, regardless of your OEM. Developing the talent to fill entry-level management positions, such as parts and service managers, is vital to growing our business. We have found that utilizing the 6-module management training program provided by the North American Equipment Dealers Association’s Dealer Institute exposes our emerging leadership team to industry experts across the entire range of dealership operations. We found
the training to be flexible and when we have brought it onsite, it was especially effective.”
Steven Dyck, CEO of Western Tractor, commends the caliber of instruction and the measurable
return on investment. “Over the last number of years, we have engaged the Dealer Institute in targeted onsite training for our leadership team and targeted employee groups. We have been impressed with the caliber of instruction and the intimate knowledge these instructors have of our business and our industry. Our investment in Dealer Institute has provided us with a measurable return on our investment, and I would not hesitate to recommend them to any of our peers in the industry.”
Shawn Skaggs, CEO of Parallel Ag, highlights the actionable knowledge gained from our
training programs. “The Dealer Institute has become a critical part of our personnel development program. It’s training that our people come back from with actionable knowledge that they’re excited to put to work in the dealership.” One of our Dealer Management students shares their success story, achieving and surpassing their gross margin goals, resulting in record-breaking performance. “My gross margin was sitting at 29.87% and my goal was to get to and maintain a gross parts margin of 33%. My gross margin sits at 33.5%, and June has turned out to be my largest single month ever. My margins for June were very good as well, at 34.24%.”
Article Written By Michael Piercy
MICHAEL PIERCY is the vice president of dealer development for NAEDA. He has over 20 years’ experience in organizational leadership training and development and succession planning. Piercy joined the association in 2015 to help build the Dealer Institute as a complete solution for industry training and consulting needs. Along with DI Trainers, Piercy was instrumental in developing the library of training and consulting opportunities DI offers dealer organizations today. His current role, leading NAEDA’s Dealer Institute, allows him and his team to guide dealer organizations through training and consultative initiatives, as well as merger, acquisition, and succession planning.
