Running a successful trailer dealership requires more than strong financials—it requires understanding people. Every employee, manager, and customer communicates and responds to change differently, and when those differences are misunderstood, they can lead to conflict, disengagement, and missed opportunities.

Change only sticks when people feel safe, capable, and part of it. This workshop turns “change management” into a dealership-ready playbook that helps leaders guide their teams through transitions with confidence and clarity.

We’ll unpack why resistance shows up—whether it’s about control, competence, or compensation—and explore how communication styles, motivation, and trust influence how people respond to new initiatives. Using real dealership scenarios, we’ll walk through a simple “day-in-the-life” before and after change, showing how small leadership shifts can make a big difference in team engagement and results.

Attendees will learn how to:

Recognize and adapt to different communication and motivation styles within their teams.
Address resistance by identifying underlying concerns and building safety and capability.
Use clear, consistent messaging to foster alignment—especially around emerging changes like AI and new technologies.
Coach team members through transitions with empathy and structure.
You’ll leave with practical, ready-to-use resources for your store:
A “Why Now & What’s Changing” outline to communicate change clearly.
A “Change Rollout Checklist” to guide new initiatives.
Talk tracks and coaching tools to build trust, reduce friction, and motivate your team through growth.

By understanding the people behind the process, dealership leaders can create a culture of trust, adaptability, and performance—one where change doesn’t just happen, it sticks.

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TOW TALK: Get the Crew on Board: The Science of Making Change Enjoyable

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