Ho ho ho! With Thanksgiving in our wake, the season of joy has begun. But it can also be a perplexing time for dealership owners and managers when faced with the question of what to give employees for the holidays.
Every boss wants to do something to recognize and reward employees who have been loyal and worked hard to keep the dealership going during what’s been a difficult year. Above all, however, as a group, you’re still together, which is truly worth recognition. But what to do?
In good years, cash bonuses are an obvious way to recognize employees for a good job done. It’s what I did most years. By definition, of course, a bonus is meant as something extra, something not expected, a way to show gratitude for a financially successful time.
But when the business went south and cash bonuses were no longer so simple, I learned the reality was that employees were still expecting it. Apparently, they didn’t share my view that a bonus was an unexpected extra. Many even viewed it part of their annual compensation. Clearly the whole point of a bonus reward had been lost somewhere, and I realized once you start down the bonus road, hitting an exit can make one seem pretty Grinchly.
Still, I wanted to show my appreciation to the staff. After all, the fact that our earnings were down wasn’t because they didn’t do their jobs. And if they were counting on the bonus, it made things even more difficult.
I decided that I should still come up with some bonus cash. In personally giving each one their check, I explained the association never intended bonuses to be part of expected compensation and, given that the economy had tanked our boat show earnings, this bonus was the best we could do.
But I wanted to do more for a team that had worked hard. I genuinely appreciated each of them. Disappointing them was hard. However, because we were a small staff of six and I knew each person very well, I could take time to personally shop for a special gift for each that was suited to their individual taste and style and, hopefully, reflected my true appreciation.
A designer sweater for one, golf accessories for another, a gift certificate for a family dinner, and so on. In the end, I believe those personal gifts wiped away any disappointment about the reduced bonus. In fact, the rather impersonal nature of a bonus was replaced by something thoughtfully hand-picked especially for them.
From that year on, I came to enjoy taking time to shop for each gift. I looked forward to it, and I know they all looked forward to opening those packages.
Christmas is just around the corner, and while cash is always king with employees, it’s not the only thing. There are other ways to send a message that their contributions to the success of your dealership are valued and appreciated.
1. Time-off card: Recognizing the importance of family time, give employees time off to spend with their loved ones. Perhaps they receive a “get-out-of-jail card” to use any time they choose. Or give employees a “vacation account” with a set amount of money they can eventually draw out when they’re about to take their next trip.
2. A party: Not your old office party. Create an event, like a casino party. Give each employee an allotted amount and let them try to grow it at a local casino. Or since local breweries and craft beers are big these days, go to a local brewer for a brewing “class” experience. Depending on dealership size, arranging a special employee/spouse holiday dinner in a first-class club or restaurant, or inviting everyone to your home for dinner and drinks could be a special time.
3. Personalized gifts: It’s not hard to learn about each employee’s off-the-job interests, hobbies and wishes. A personally selected applicable gift, or an appropriate gift card, would say thank you in a continual way long after the holiday. I’ve heard many dealers refer to their dealership team as “family.” To give something selected just for them, to recognize their hard work, invests in each dealership family member. Perhaps one employee wants to learn to play guitar? Give a certificate for lessons. Another likes golf. Get some driving range credits. The ideas are as wide ranging as the employees.
4. Health and fitness: Speaking of investing in family members, how about that most-often-made New Year’s resolution: losing a few pounds and getting in shape. Odds are it won’t last very long — unless there’s help. So a corporate membership at a local gym that any employee can use might be really appreciated. And people in good shape are often good performers, so it’s a win-win idea.
5. Philanthropy: Allow each employee to designate a local charity to send a donation to in their name. It gives employees an additional recognition directly from you and from the charity they’ve chosen.
6. Gift cards and fun: There’s a gift card for nearly everything these days, from movies to the escape rooms. A collection of low-cost gift cards for local activities or entertainment outlets can make a memorable employee gift.
Bottom line: Dealership employees are a huge part of a business’s success story. So it’s understandable that you’d want to make them feel appreciated. A special and memorable gift is a great way to show your thanks for all they do. Take advantage of the gift giving season to wow your team with some clever ideas.
