As many of you know by now I hate the word motivation. I believe however, that we can demotivate rather easily. My first column for this magazine back in 2001 was titled "Who Are Your Heroes?" which identified the people on the front line serving your customers as the critical element in satisfying your customers and growing your business. This time I want to explore what we are doing to recognize these valuable employees and keep them motivated to do their best every single day.

The Parts Department, Service Department, and Product Support sales groups are all extremely important for all of us. The work they do is difficult at times and yet they continue to fact the world with a smile, for the most part. Each of these groups deals with significant challenges when they face a customer with a down machine, a warranty failure, a backordered part, a technical question or a job that is challenging for them that needs good equipment solutions. The customer is in many cases very upset. The employees helping the customer need a good frame of mind, a servant's heart and the knowledge to satisfy all of the requirements thrown at them. This is a tough job.

In the now famous service profit chain of which I have spoken often everything that the customer feels, hears and appreciates, or not, comes from satisfied and challenged employees. Now I know you all feel that you can challenge the employees. This I have seen from the aspect of the sales per employee metric being one of the key measures that you employ to determine staff levels. You follow this number at a significant cost, however, if you don't also look at customer service. And unfortunately many of you don't look at customer service as the offset to sales per employee. The phone calls, the walk in customers, the emails that are received in parts and service is overpowering at times, yet it is a small number of people that you have set aside for this customer service.

How do they feel? Overworked? Underappreciated? Sure you pay them for the job but as we all know that is not enough by itself to make employees work their hearts out each day. How much recognition is there for a job well done? Do you have monthly incentives that recognize service above and beyond the call of duty. Do you have a "Book of Heroes"? Do you provide training? There are lots of questions.

We must remember that it is the front line employee's who service your customers. They are the ones that provide the service value that drives the service profit chain and helps you grow. Yet I don't think we do enough to recognize this group of valuable people.

When was the last training that was provided to the phone and counter personnel on how to deal with objections; how about selling skills using the telephone; how about features and benefits of the products and service that you offer; how about technology, using the computer, spreadsheets, data bases, documents? Or for the Parts Managers and Supervisors what about some business training; financial reporting training; asset management training? How are you stacking up so far?

In the Service Department the list goes on: interpersonal skills training; problem diagnosis training; specific technical training on systems; sales training to anyone who touches a customer; how technology, using scanning equipment, diagnostic testing equipment, voice recognition software. Or for the Service Managers and Foremen what about business training for them? Is it getting better or worse?

And don't forget the Product Support salesmen and Management. They need training as well: Sales Training; Territory Management Training; Customer Relationship Software Training. There is much to do.

Do you remember when you were first starting in the Industry? How excited you were. We want and need for everyone working at the dealership to be self reliant achievers and to get there we need to recognize our employees for the valuable contributions they make to your success. There is a lot to do. But one of the things that you should review at least at this time of year is what training requirement you have and set up a plan to start satisfying that need. Your employees will appreciate it and after all that is what we want. Satisfied and talented employees working hard to satisfy your customers and helping you grow your business.

Remember you get what you deserve or what you earn.

To learn more, check out the offerings from Quest, Learning Centers.