In today’s competitive dealership landscape, employee turnover remains a significant challenge. Research from the Work Institute shows that 34 percent of employees leave their jobs due to a lack of career development opportunities, and disengaged employees are nearly three times more likely to leave. This staggering statistic emphasizes the importance of actively engaging your team to not only improve performance but also reduce costly turnover rates.
In every dealership, there is a divide. On one side, employees who are ‘comfortably numb,’ going through the motions just to get by. On the other, there are those who are ‘uncomfortably charged,’ fully engaged and driven to excel. This gap presents a significant challenge for dealership leaders: how can you engage the disengaged while maximizing the energy of your top performers?
This is not just a leadership puzzle—it is a business imperative. Employee engagement directly influences everything from customer satisfaction to profitability. Let us explore practical ways to bridge this gap.
Understanding the Comfortably Numb
‘Comfortably numb’ employees are often those who have settled into routine tasks, driven primarily by the need for a paycheck rather than a desire to excel. In a dealership environment, this manifests in sluggish service departments, inconsistent customer interactions, and missed sales opportunities.
These employees may feel stuck due to unclear goals, lack of growth opportunities, or a disconnect between their role and the dealership’s broader mission. Left unaddressed, this disengagement can become contagious, impacting overall morale and dealership performance.
On the other side, your ‘uncomfortably charged’ employees are the ones who embrace challenges. They show up energized, eager to contribute, and constantly push the boundaries of their roles. These employees, however, need careful management. If they feel undervalued or underutilized, they may burn out or seek opportunities elsewhere.
For dealership leaders, the task is to reignite the disengaged while nurturing the growth of top performers.
Engagement Strategies for Dealership Leaders
To close this gap, dealership leaders must implement strategies that re-engage the disengaged and empower the highly motivated. Here is how you can do this:
- Clarify the “Why” for Every Role. Employees often disengage because they do not see how their work contributes to the dealership’s larger mission. Whether it is a service technician, sales associate, or receptionist, everyone needs to understand how their daily tasks play a part in the dealership’s success. Actionable Tip: Host quarterly ‘mission alignment’ meetings to remind employees of the dealership’s vision and goals. Share stories of how their work directly contributed to customer satisfaction, sales growth, or operational efficiency. This creates a sense of purpose and shows that every role is valuable.
- Personalized Coaching and Development. A one-size-fits-all approach to employee engagement is ineffective. Different employees are motivated by different things, from financial rewards to opportunities for career development. Actionable Tip: Implement regular one-on-one coaching sessions that focus on individual goals and career aspirations. Use these sessions to understand each employee’s motivations and create personalized development plans. Showing interest in their growth reignites passion and demonstrates that the dealership is invested in their future.
- Create Opportunities for Your Top Performer. ‘Uncomfortably charged’ employees thrive on challenges. If they are not regularly given new opportunities to innovate and lead, they risk becoming bored or disengaged. Actionable Tip: Assign stretch projects that align with your dealership’s strategic goals. Whether it is launching a new customer loyalty program or increasing service efficiency, giving top performers the freedom to innovate keeps them engaged and driven.
- Establish a Culture of Accountability and Recognition. Lack of accountability and recognition can quickly lead to disengagement. When employees know that their performance is being measured and their contributions are recognized, they are more likely to stay engaged. Actionable Tip: Set clear, measurable goals for each team. Track progress through regular check-ins and provide recognition for both significant achievements and everyday wins. Publicly acknowledging demanding work fosters a culture of accountability and motivation.
- Leverage Peer Influence. Sometimes, the best way to re-engage a disengaged employee is through the energy and passion of their peers. High performers can model the right behaviors and motivate their peers to rise to the occasion. Actionable Tip: Implement a peer mentorship program where engaged, high-performing employees’ mentor those who are less engaged. This not only boosts collaboration but also empowers your top performers to take on leadership roles, further enhancing their own engagement.
The Impact of Engagement
By focusing on closing the engagement gap, the rewards are significant. Engaged employees contribute to higher productivity, better customer service, and improved dealership profitability. In fact, organizations with highly engaged employees see 22 percent higher profitability than those with low engagement.
Dealerships that prioritize employee engagement can expect to see lower turnover rates, more consistent performance, and a stronger workplace culture. But more importantly, they will create a space where even the ‘comfortably numb’ can become ‘uncomfortably charged’—ready to contribute, grow, and lead.
Closing Thoughts: Building an Engaged Dealership
Transforming employee engagement requires intentional effort and thoughtful leadership. By taking the time to align your team with the dealership’s mission, offering personalized coaching, and creating opportunities for growth, you can transform even the most disengaged employees into valuable contributors. Your dealership’s success is not just about strategy—it’s about people. When employees are engaged, their impact on the business, customer satisfaction, and overall dealership culture is immeasurable.
As leaders, it is your responsibility to bridge the gap between the ‘comfortably numb’ and the ‘uncomfortably charged’—unlocking the full potential of your team. Engagement is not just a box to check; it is the foundation of a thriving, profitable dealership.
“Leadership is about igniting the spark in others. When you create an environment where everyone feels valued, challenged, and supported, that’s where true success begins.”—Joseph Clementi #CoachJoe
