Photo courtesy of The Proctor Dealerships
We recently had the pleasure of speaking with Megan Proctor-Connelley and Don Monda from The Proctor Dealerships. The Proctor Dealerships comprise Proctor Acura, Proctor Honda, and Proctor Subaru in Tallahassee, FL.
In the heart of Tallahassee, where the roots of Proctor Dealerships run deep, the legacy of a business founded in 1910 extends far beyond the gleaming cars on the showroom floor. In the following interview, Megan, a fourth-generation owner, and Don, senior fixed operations director for the organization, provide a glimpse into the heartbeat of The Proctor Dealerships.
Organizational Culture & Values
DEALER MAGAZINE: How do the core values of The Proctor Dealerships shape your organizational culture?
Megan Proctor-Connelley: Our group, founded in 1910, has always been about more than just the products we sell. It's about the people we serve, both internally and externally. This ethos of being 'in the people business' has been central to our philosophy. As a fourth-generation owner with deep roots in Tallahassee, the trust, respect, and kindness we foster is a business philosophy and a personal legacy as well—we've always emphasized being local. Our motto, 'The House That Service Built,' really encapsulates our focus on not just service in a transactional sense but as a commitment to our community and a softer, more hospitable approach in sales.
DEALER MAGAZINE: What strategies do you employ to foster a positive and engaging work environment?
Don Monda: It's simple: satisfied employees best serve our customers. Our mission statement is to create a welcoming environment where customers' needs are met and expectations exceeded. Understanding and embracing the company culture is key for our employees. We keep things simple and straightforward, which has been crucial to our success.
Megan Proctor-Connelley: Additionally, we've recently focused on enhancing our onboarding process and continuous employee support. We've introduced a follow-up cadence for new hires and established an employee feedback program. This has been vital in helping staff adjust to our unique culture, especially those from different dealership backgrounds.
DEALER MAGAZINE: How do you approach the challenge of sourcing and retaining top talent in the automotive industry?
Don Monda: Seven years ago, we engaged with apprenticeship programs in Florida, which was a game-changer. We realized the need proactively attract talent, especially young individuals interested in automotive careers. We've been successful in connecting with high school and technical college students, presenting the multitude of opportunities in our industry. Our approach has been to actively seek talent rather than waiting for it to come to us.
DEALER MAGAZINE: What programs or initiatives exist for employee skill development and career progression?
Don Monda: Our engagement with local educational institutions has been key. By representing the automotive industry as a whole, we offer career pathways, not just jobs. Our focus is on skill development, offering opportunities for growth within the industry, whether in technical roles, IT, accounting, or finance.
DEALER MAGAZINE: How does your company's culture influence the experience of your customers?
Megan Proctor-Connelley: Our long-standing presence and approach have shaped a customer experience that's warm, personalized, and seamlessly integrates the digital with the physical. The biggest challenge lately has been ensuring that our online presence reflects the same warmth and personalization as our brick-and-mortar experience. Adapting to the digital era, especially post-COVID, has been a significant focus for us.
DEALER MAGAZINE: How has your organizational culture evolved in response to industry changes, especially in the digital era?
Megan Proctor-Connelley: The shift to digital has been exponential in recent years. We're constantly working on bridging our traditional, warm, in-person approach with the efficiency and reach of digital tools. It's about maintaining that personal touch, whether online or in-store.
Marketing Strategies & Customer Loyalty
DEALER MAGAZINE: What is your approach to building and maintaining The Proctor Dealerships brand?
Megan Proctor-Connelley: Our strategy revolves around staying rooted in our core values while being nimble in our approach. We believe a brand isn’t a fixed entity; it’s a business constantly adapting to the world's context. Being a student of life, the local area, and the industry is crucial for us to stay relevant and avoid stagnancy.
DEALER MAGAZINE: How have your marketing strategies evolved with digital advancements?
Don Monda: In the realm of fixed operations, we've moved from traditional methods, like mailers, to a more digital approach. The key is being nimble and creative, not just with offers and discounts, but with informative content. We're learning from successful businesses outside the automotive industry and applying those insights to our strategy. It's about offering a rich and varied customer experience, even on our website.
DEALER MAGAZINE: What are your key strategies for customer retention and loyalty?
Megan Proctor-Connelley: We've focused on adapting our strategies to meet changing consumer habits, especially among younger generations and post-COVID. Incorporating video into our fixed operations for transparency and offering digital payment options are some ways we're evolving. We're using digital tools for behavior forecasting and predictive analytics. Above all, we prioritize maintaining a nurturing relationship with our customers, sometimes valuing long-term relationships over immediate profits.
Staying Ahead of Market Trends
DEALER MAGAZINE: How do you stay ahead of market trends, especially regarding consumer preferences and technology?
Don Monda: Attending industry conferences like Digital Dealer is vital for staying abreast of trends. We value the spirit of sharing and collaboration at these events. They offer a broad perspective on the industry and introduce us to new products and services we hadn't considered before. It's about being open to learning and ready to pivot as necessary.
DEALER MAGAZINE: In what ways are you adapting for future car buyers’ needs?
Megan Proctor-Connelley: We’re focusing on the upcoming wave of EVs and the opportunities they present, especially in fixed operations. The data stream from telematics control units in cars will revolutionize our approach, offering predictive insights into car maintenance needs. This technological shift is an exciting frontier for us.
Don Monda: We're in an era of transformation in the automotive industry, particularly with EVs. Our strategy involves empowering our staff to become EV experts, armed with extensive knowledge from OEM learning materials. This preparation is vital for confidently addressing customer inquiries about EVs.
DEALER MAGAZINE: What steps are you taking to educate your staff and customers about EVs?
Megan Proctor-Connelley: To demystify EVs, we've initiated an innovative approach at our Subaru dealership, soon to be extended across our other locations. One key method is offering customers in our waiting areas the chance to experience EVs firsthand. They can see, ride in, or even drive an EV. This hands-on experience serves as an educational tool, not a sales tactic, helping to dispel anxieties and foster familiarity with EV technology.
DEALER MAGAZINE: What do you see as the biggest challenges and opportunities with the rise of EVs in the automotive industry?
Don Monda: The shift towards EVs presents a unique challenge and opportunity. Many customers have unanswered questions about EVs, and our interactive approach helps address these. Offering test drives and interactive experiences with EVs not only educates customers but provides us with direct feedback on their concerns and perceptions.
DEALER MAGAZINE: Are there any sustainability initiatives or green practices implemented in line with your EV offerings?
Megan Proctor-Connelley: Our approach to EVs is intertwined with our commitment to sustainability. By providing hands-on experiences with EVs in our showrooms, we're not only educating on EV technology but underscoring our dedication to environmentally friendly practices. These initiatives reflect our alignment with the growing emphasis on sustainability in the automotive sector.
Diversity, Equity, and Inclusion (DEI) at The Proctor Dealerships
DEALER MAGAZINE: Could you share more about your involvement in industry events like the Digital Dealer Conference and how they reflect your commitment to DEI?
Megan Proctor-Connelley: Our participation in events like the Digital Dealer Conference is a testament to our commitment to DEI. We found this year's Digital Dealer conference starting with DEI powerful. It’s a significant shift from traditional approaches, placing DEI at the forefront, ensuring it receives the attention it deserves. We believe that starting with DEI topics sets a tone for inclusivity and acknowledges the diverse nature of our industry and customer base.
DEALER MAGAZINE: How do The Proctor Dealerships' DEI policies influence your daily operations and long-term strategy?
Megan Proctor-Connelley: Our DEI policies are integral to both our day-to-day operations and long-term strategy. We've always strived to serve and represent the diverse community of Tallahassee. This involves not just inclusive hiring practices but ensuring diversity is reflected in our management team. We’ve engaged in initiatives like partnering with local educational institutions and holding regular training sessions focusing on inclusivity and respect.
DEALER MAGAZINE: What steps have you taken to overcome challenges in implementing effective DEI strategies?
Megan Proctor-Connelley: We've faced challenges— DEI can be a polarizing topic given the political climate in Florida. We've reinforced our focus on respect and inclusion as core business aspects. Initiatives like open forums for discussing sensitive issues and recognizing Juneteenth as a paid holiday have been significant. We aim to maintain an environment where diverse perspectives are understood and respected.
DEALER MAGAZINE: Looking ahead, what are your aspirations regarding DEI, and what steps are you taking to realize them?
Megan Proctor-Connelley: Our aspirations are centered around continuous evolution and improvement in our DEI efforts. We plan to remain engaged with our community, listening to diverse perspectives and implementing policies that reflect these insights. Our legacy going back to 1910 shows our commitment to adapting to societal changes, and we aim to continue this evolution, embracing diversity as a key strength of our business.
Vision for the Future & Pearls of Wisdom
DEALER MAGAZINE: What are your future plans for The Proctor Dealerships, and how do you see the company evolving in the next five years?
Megan Proctor-Connelley: Our future is centered on balance and adaptability. We believe that being busy is essential, but it's equally important to cultivate time to take in information, feedback, and observe. Maintaining a balance between action and receptive learning is key. This approach will guide us as we navigate the rapid changes in our industry, especially in areas like machine learning, AI, and EVs. Our goal is to remain agile and forward-thinking, constantly evolving to meet the needs of our community and industry.
DEALER MAGAZINE: What advice would you give to others in the automotive industry based on your experiences and insights?
Don Monda: There are two fundamental practices I advocate for. First, the acronym 'LAST' – Listen, Apologize, Solve, and Thank – is crucial for success. The art of listening is often underestimated but it's the foundation of effective customer service and problem-solving. Second, adopt a servant's heart. Make it a goal to positively impact someone's life each day without expecting anything in return. This mindset, based on doing the right thing and serving others, not only benefits those we help but enriches our own lives and strengthens our community.
Megan Proctor-Connelley: I echo Don's sentiments and add that embracing change and understanding different perspectives are vital. As we’ve seen over the years, our mission of being in the people business requires us to evolve and grow. It’s about learning, adapting, and ensuring that our practices reflect the dynamic nature of society and the automotive industry.