You’re Either Engaging… or You’re Forgettable.

When a guest walks into your dealership, picks up the phone, or even opens an email, they’re not just looking for information, they're really looking for an experience.

One of the biggest factors in that experience is whether the person they’re dealing with is engaging.

Engaging means capturing someone’s attention in a way that makes them feel interested, involved, and connected.

It means that you’re not just going through the motions. You’re making the guest feel comfortable, your conversation is flowing, and you leave a positive impression.

We cannot just say “don’t be transactional” we have to TRAIN IT.

Here’s why it matters, and why every team member needs to be trained on it.

Engagement Builds Connection

Guests can tell right away if someone is simply “going through the motions.” An engaging team member shows genuine interest, listens actively, and responds in a way that makes the guest feel heard. 

That small difference in tone and attention can turn an interaction into a relationship building moment.

It Shapes the Guest’s Perception

A guest likely won’t remember every word you say, but they’ll remember how you made them feel. 

If your staff comes across as distracted, rushed, or unapproachable, that impression sticks. 

On the other hand, when a guest feels welcomed and valued, they connect that positive feeling with your dealership as a whole.

Focus On The Experience, The Results Will Follow

An engaging team member doesn’t just make guests feel good, they also achieve better results. 

Guests are more likely to share their real needs, ask questions, and move forward in the process. In sales and service, that means more trust, smoother conversations, and ultimately more business.

Why Everyone Needs Training

It’s easy to assume only salespeople or managers need to be engaging. 

The truth is, every point of contact matters: the receptionist, service advisor, BDC agent, or parts person. A single disengaged moment can sour the entire experience. 

Training the entire staff on the importance of being engaging ensures consistency. Guests notice when the culture is aligned, and that’s what keeps them coming back.

The Bottom Line

Being engaging isn’t about fake smiles or over-the-top enthusiasm. 

It’s about showing up, paying attention, and treating every guest interaction as important. When the whole team makes this a priority, the guest experience improves and so do the results.