Recently, I had the opportunity to step into the learner’s shoes alongside rising dealers, general managers and fixed-ops managers at the NADA Academy, where our class, N479, took an in-depth journey into the world of dealership parts departments. Over four decades into my career, it was a refreshing reminder that growth has no expiration date.
All too often, sales and service get center stage in our industry, while the parts department is reduced to a footnote. That’s a misstep. After all, the association represents not just the “dealer,” but every single member of the team.
As our instructor Mark Michalski put it, the parts department is often the most overlooked and misunderstood area in most dealerships. But it’s far more than merely supporting service operations — it stands as a profit center, offering opportunities from customer-paid work to accessories, apparel and performance upgrades. A well-run parts operation elevates both revenue and customer satisfaction.
What’s truly changed is how we measure success. Thanks to advanced tools and analytics, dealers can now glean precise insights from their numbers, benchmark against peers and uncover missed opportunities. When well-managed, the parts department can operate with the same accuracy and intensity we bring to sales and service.
Yet, the training also surfaced where we’re falling short. In a “mystery call” exercise, we discovered that only one out of 27 calls to parts departments resulted in capturing basic contact details. That’s a wealth of lost opportunities. Meanwhile, aftermarket players are using tech — like license-plate lookup — to streamline transactions. Dealerships have access to that same tech and must adopt it to remain competitive.
The parts counter also holds a unique advantage: expertise, OEM warranties and guaranteed fit — especially valuable in an age when more customers begin their shopping online. A well-handled parts interaction doesn’t just close one sale, it builds loyalty and drives repeat business across service and future purchases.
So, I’ll ask again: When was the last time you gave your parts department the attention it deserves?
Education can reignite our commitment — whether you’re a newcomer or a seasoned veteran. Programs like NADA Academy offer opportunities to sharpen skills, renew dedication and better serve both your customers and your team. For me, spending time as a student once again reinforced a simple truth: The future of our industry relies on our ability to keep learning and to honor every department’s role in that mission.
Watch Don’s message Reflections on NADA Academy’s Parts Week 2025
