Local Jobs - job08

POSTED: Saturday, Oct. 18, 2008

RETAIL: Wilson Motors keeps bucking the trend

Rick Wilson remembers that sales expectations were relatively modest when he became a car dealer in 1986, taking over his father Dick's business.

"I thought then if we could just sell 20 new Toyotas in a month, it would be fantastic," says the co-owner and general manager of Wilson Motors. "Now if we don't sell 100 in a month, I'm disappointed."

While the U.S. auto industry generally has struggled in recent years, this dealership keeps bucking the trend, selling 150-160 vehicles monthly, including Scions and Mercedes-Benzes. It moves about two dozen Prius hybrids a month, says Wilson, adding, "They can't produce them fast enough."

The number of employees has risen from 72 to 85 in the last 30 months, a figure Wilson expects to reach 90 by year's end because of a much-anticipated move to a new building.

"We just keep growing," he says. "It's not really us. It's the products we present."

The dealership just moved from its longtime location on East Champion Street to Iowa Street, trading cramped space for a six-acre lot with a high-ceiled, spacious showroom. Its service area includes new oil-change units that can "quick-lube" cars in 15 to 20 minutes.

Wilson expects to maintain customer service performance in the new quarters. Sales manager and co-owner Julian Greening indicates that in Toyota's customer service ratings among dealers, Wilson Motors ranks second of 73 in the region and 17th of 1,353 nationally.

Why? "Having the right people," says the England native.

Wilson and Greening focus on the basics when hiring: people skills, strong work ethic, good attitude.

Wilson implemented drug testing in the hiring process three years ago and found it to be an eye-opener, helping to weed out unlikely candidates. "I didn't drug test fast enough," he says. "I didn't realize how important it was."

Among sales applicants, industry experience helps but isn't required. The sales staff comes from all walks of life, Wilson says, noting that a top seller who recently left the business had been a Kirby vacuum salesman before coming aboard.

Wilson Motors has fewer sales people (14) than many dealers doing similar volume, Greening says, which keeps them busier and making more money. They work on 100 percent commission, their annual earnings ranging between $45,000 and $100,000.

Overall, 22 people work in sales and 26 in the service department, which includes 14 technicians. Assistant service managers and technicians earn in the $30,000-$50,000 range. Porters, many of them part-time, normally start at minimum wage. There is also a parts department and office staff.

Turnover has been minimal, less than 5 percent annually, Greening indicates, except for porters, most of whom are college students.

"I've taken some chances with younger people - younger than most would hire - and most have worked out fantastically," Wilson says. "I don't think younger people get the benefit of the doubt all the time."

Bob Carter is a White Rock, B.C., freelance writer and former editor for The Bellingham Herald.