OEC Blog

Dealer Spotlight on Ken Garff Ford: Doing more business with fewer resources

Dealer Spotlight on Ken Garff Ford: Doing more business with fewer resources

Dealer Spotlight: Ken Garff Ford
Location: American Fork, Utah
Number of parts wholesale representatives: 4

When you walk into the parts department at Ken Garff Ford, you’ll notice some things that make their parts department feel a little different. You’ll first be greeted by Rod Peterson, their parts manager, who has an upbeat attitude and takes the time to speak to you, even if you notice he’s busy. Along with Rod you will see a few other parts wholesale reps working and fulfilling orders, but what you can’t see is the tremendous success they have built behind the counter.

For the past three years Rod has been the Parts Manager, the dealership has seen substantial growth in their parts sales. In fact, they have sold over $1 million in converted OE parts last year alone through CollisionLink. And their business is still growing – all with less than five employees.

How do they do so well? Ken Garff Ford has a very effective process and use their resources to the best of their ability. Here are some tips you can learn from this stellar team:

All orders go though CollisionLink

Parts wholesale reps at Ken Garff Ford understand that body shops are going online to buy aftermarket parts, so directing them to CollisionLink for OE parts isn’t difficult. When a customer calls, the parts wholesale rep advises them to put the estimate through CollisionLink. Doing so ensures that shops get the correct parts and frees up their phone lines and wait times.

Once an estimate comes in, get on the phone

This may seem like the opposite of the first tip, but these calls are completely different. Within five minutes of receiving the estimate, parts wholesale reps call the customer and let them know they got it. During this call, they also ask what their target is price-wise. This gives the parts wholesale rep an idea of what aftermarket prices they are competing with, and can often price match and make the sale.

Continually seek ways to benefit your customers

Another noticeable trait besides the pleasant demeanor of Rod and his parts wholesale reps is their constant focus on their customers. They continuously look for ways to give customers the most competitive prices they can, including buying popular parts in bulk to pass on the savings.

Let your staff do their job

Rod is very good at not micromanaging his team, giving them the opportunity to take responsibility and get orders filled. Too much oversight instills a lack of trust and discourages his staff to take the lead on completing work, but rather to lean on superiors to be accountable for the majority of decisions.

Look for quality (and qualified) staff

Three staff members who know how to do their job (and well) is much more productive than seven staff members who are not as knowledgeable. Ken Garff Ford has very well-versed parts wholesale reps, and is even looking to grow its team –but only with qualified staff who fit the role and dealership well.

“We believe in teamwork here at Ken Garff Ford. The team believes in CollisionLink because they see the value,” says Rod. “We attribute our success to working together, adopting sales tools available, and utilizing the support from our Ford and OEC Reps.”

While some dealerships are struggling to get their inside and outside sales people on the same page, use technology, or create a customer service environment, Rod is watching his team accomplish all of those and have record breaking sales as a direct result.