“What was different about that class,” I asked.  “I don’t think the instructor had any idea about how a dealership really works,” he answered.  “None of his examples had anything to do with the powersports business, and he appeared to know little or nothing about our products or our passion.” 

That brief conversation led me to do some research.  Here’s what I discovered.  Too many instructors and some keynote speakers know little or nothing about the disciplines needed to run a successful powersports dealership.  They were hired because they have name recognition, are a recognized sports figure or have the ability to entertain and motivate. 

Having taught along side of some of the best instructors at the Harley-Davidson University I discovered that many had never been in a motorcycle dealership, had never ridden a motorcycle and didn’t know the ’language.’  That being said, their programs were powerful, professional and very well received.  They refrained from teaching things about which they knew nothing.  For the most part they were able to modify their courses to make the information accessible to the students. 

Programs like the HDU and others with the word ’University’ attached have a problem.  A university offers courses for those seeking a Bachelors, Masters or PhD. Degree all of which create a path of learning aimed toward a specific discipline.   

When the ’semester‘ lasts only a few days it makes learning and teaching a challenge.  The instructor and student have little time to get to know each other.  Replacing old habits with new and more positive ones can’t be done overnight.  There’s also a need to reduce the level of the content so it can be absorbed by a cross section of attendees.  

The instructor may be talking to both a dealer principal and the part-time parts counter person.  That fact alone creates a dilemma without a solution. 

One of the major reasons I agreed to write for Dealership University is their method of creating courses for all levels of management at a dealership.  What do they know that some others don’t?  They’ve been there and done that.  They’ve owned and operated very successful dealerships.  They understood that training was their own key to growth.  They didn’t come from the auto industry or some other discipline, but knew about selling ‘wants’ to passionate enthusiasts.  They learned that the instructor’s knowledge and ability to relate to the student is a paramount objective and designed their courses to allow the student to work at his/her own pace thereby maximizing the retention and comprehension of the material.