Training is a top priority
at Roy Robinson

Snohomish County Business Journal/KIMBERLY HILDEN “There are not too many dealers that have established a full-time training position,” said Frank Graham, who was hired by Roy Robinson to work closely with district representatives for Chevrolet, Subaru and Winnebago to implement product training programs.

By Kimberly Hilden
SCBJ Assistant Editor

For the most part, the break room at Roy Robinson is about what you’d expect of most workplaces: Newspapers and other reading materials grace tabletops along with plastic containers filled with store-bought baked goods. It’s a place to grab some downtime during hectic workdays.

But it also is a high-tech center of education. That’s because the break room at the Chevrolet, Subaru and RV dealer is home to a state-of-the-art projection system, complete with a 106-inch screen; a 52-inch high-definition TV screen with satellite links to manufacturer-based distance-learning programs; and infrastructure for Web-based automotive training.

To the sales and service staff at the Marysville dealership, the room has affectionately become known as the national training center for “Roy Robinson University,” said Frank Graham, Roy Robinson’s training and business development consultant.

Roy Robinson Chevrolet-Subaru-Motorhomes Address: 6616 35th Ave. NE, Marysville, WA 98270 Phone: 800-596-0517 Web site: www.royrobinson.com

“There are not too many dealers that have established a full-time training position,” said Graham, who was hired by the dealership to work closely with district representatives for Chevrolet, Subaru and Winnebago to implement product training programs.

But in today’s auto industry, such an investment is necessary, said Mark King, general manager for the dealership.

“The products now are more complex, and the consumers are becoming so much more educated,” he said, noting the mountain of automotive information easily accessible via the Internet.

Because of that, the role of the salesperson has evolved, Graham said. “The salesperson has to be a resource for the consumer.”

To keep one step ahead of the consumer, Roy Robinson requires full certification in both Chevrolet and Subaru products as a condition of employment, with the certification being renewed annually, Graham said.

Additionally, all 17 members of the automotive sales staff are certified as Chevrolet Truck Specialists and Corvette Specialists, placing them among the top 9 percent nationally, Graham noted.

When it comes to servicing Chevrolet and Subaru products, the parts and service department has three certified Subaru Master Technicians and overall training in Chevrolet products that exceeds the national average, Graham said.

“We really pride ourselves on being ahead of GM,” he said.

On the RV side, all sales staff and management are required to earn diesel certification with Winnebago Industries and undertake chassis training with Ford, Workhorse and Freightliner and transmission training with Cat and Cummings.

And the RV service staff has a combined 212 years of experience, with Bill Beavers recently qualifying as a Master Certified RV Service Technician through the Recreation Vehicle Industry Association — a certification that includes 60 hours of coursework that concludes with a four-hour test.

While some of the product knowledge gained by the sales and service staff at Roy Robinson is presented at daily informational meetings and regional training events, much of it is gained through Web-based training and distance learning. And that learning takes time and effort on the part of the employee, said Graham.

“It’s not unusual for this room to be used all day,” he said of the training center.

That dedication speaks highly for Roy Robinson’s staff — but it also translates into customer satisfaction and loyalty, Graham said, noting that as much as 85 percent of sales come from referral and repeat business.