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Measurement is a powerful motivator

25 January 2010

Accountability will be a watchword for 2010. That’s the view of Nick Wright, Managing Director, Autavis, who is featured in AM Magazine this month.

Wright shares his opinions regarding the challenges of another year and his passionate belief that measuring performance is the best way to motivate staff.

“Businesses must look inward, at the skills of their people, to ensure that everyone is playing their part in generating return and if not, why not. Whilst scrappage provided a positive stimulus for the industry as a whole, not everyone has felt real benefit. For many, it’s going to be tougher than 2009. Without the benefit of an artificial stimulus to drive consumers to showrooms, it’s now down to individuals to make sales in all areas and there needs to be a focus on delivering.

"I’d like to think that the hardening of the economy will mean that our sector will emerge, finally, from the dark ages of training where there’s no form of follow-up evaluation. Any staff development that is not measured for its effectiveness is, in my view, both a waste of time and money. In fact, I’d even go so far as to say that if all non-technical training courses on offer in the retail motor sector were measured, the majority would be cancelled because they fail to add any meaningful value. Not because there’s not enough content but rather, there’s simply too much and in the wrong proportions.

"Whilst it’s acknowledged that skills have an impact on profitability, very few dealers actually measure staff performance on an ongoing basis. With all costs under the microscope, dealers should demand a return from learning and development.
Reviewing performance regularly, as often as each month, needs to be a continuous cycle from the point of recruitment. For all disciplines it should form part of the job description, as measurement can be a powerful motivator.

"Having pioneered multi-media sales training which achieved month-on-month sales increases of up to 75% for some clients, Autavis is rolling out a performance management platform which will show the benefit of manufacturer and other training. Integrated within it is a series of modular on-line training programmes reflecting specific job KPIs where clients request this facility.

"For sales executives, there are 8 KPIs that can make a significant difference to performance. These can be monitored and measured and there’s a training programme aimed at improving each one. This provides a continuous improvement cycle for every individual by offering the right training to plug any skills gaps. When applied across all disciplines in the dealership, it has a major positive impact on the bottom line.”

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