Within a few weeks of joining Bannister Automotive Group, I started to hear about the depth of impact that Laurie Bannister’s coaching experience was having on some of our team members and how she was changing lives.

Curious, I wanted to understand more about what she was doing, why she was doing it, and how we could build on it. 

We were aligned in our beliefs and drive to serve others, guide them in accessing more of who they are, inspire them to achieve unparalleled mental and emotional freedom, and provide a safe and supportive environment where they could fully express themselves, explore new possibilities and perspectives, and create their best life. 

Fast-forward two and a half years, and we are now creating over 100 coaching sessions per month for our team members. The titles range from “BDC Rep to Dealer” and anything in-between. 

Here are a few key takeaways that we are blessed to share from our experience in running the program based on the coaching experience, testimonials, and feedback from our dealers:

1. While there is structure to the program, we are flexible in the conversations that create an opportunity for the coached to explore whatever is top of mind for them – we tailor conversations to the person versus following a strict and rigid agenda.

2. The space we hold provides no judgement, is confidential, and is a place for them to open up on anything personal or professional to a degree that could otherwise be potentially unavailable to them – not many of us have someone to talk to who can understand, empathize and relate to what we’re going through.

3. There is very little guidance or apparent awareness around the pressures and challenges the leader faces in this industry. Having a program like this is what every leader not only needs but wants.

4. The program has changed lives for not only the coached but for their team and family, as well. We take a holistic approach.

5. Most assumed the program would be similar to other leadership programs and automotive training, only to be happily surprised by the content and coaching experience. Our content ranges from how to sleep better and manage stress in real time, to how to have difficult conversations, set expectations, and hold people accountable in a positive way.

6. The final workshop for each phase of the program is something that’s difficult to put into words. It’s something that needs to be experienced; much like the one-on-one coaching, to be fully appreciated, it’s often “beyond anything they could have imagined.”

The program is now undergoing a revision for 2025. Instead of one program, we’re revising it to three to tailor content that is more aligned with where the coached is currently on his or her journey. The structure has five modules per phase, with one introductory phone call to set up the expectations for the program, an outline, and what success would look like. We send a video and transcript for each module every two weeks over the course of three months. 

Then we bring everyone to Kelowna, British Columbia, where we host a leadership workshop, conducting exercises, hearing a guest speaker, and listening to participants talk about their experiences gained from the content and coaching, which is the part that has to be experienced live to fully appreciate.

Below is the outline for each of the three tiers:

Baseline - Primarily for Up-and-Comers, Newly Hired Managers  

1. What is Leadership?  

2. Transition to a Management Role 

3. Fundamentals of Coaching 

4. Basics of Mindset 

5. Understanding Emotional Intelligence  

Enhanced – Primarily for Experienced Sales, Service, Parts, Fixed-Ops Managers  

1. Unreasonable Hospitality, Culture, Environment 

2. Navigating Overwhelm 

3. Collaboration and Teamwork 

4. How To Coach, Motivate and Bring Out the Best in Your Team 

5. Difficult Conversations, Accountability and Effective Communication 

 High-Performance - Primarily for General Managers and Dealers 

1. Vision, Mission, Purpose, Guiding Principles and Values

2. Gateway to Sustained High Performance 

3. Creating More Energy, Time and Space 

4. Advanced Coaching Skills 

5. Bringing The Best Out in Yourself 

The intention in sharing this with you is not to say that we have it right, or that what we do is perfect and should be replicated, but rather to inspire you to evolve your current program or start a new one from scratch. 

I’m more than happy to connect with you and share more about the program and what we’re up to, and/or to learn from you and what you’re doing for your leadership development.

Brandin Wilkinson joined the automotive industry 17 years ago. He currently serves as director of leadership and performance for the Bannister Automotive Group in Kelowna, British Columbia, which has 19 locations across British Columbia and Alberta.

EDITOR’S NOTE: This article was authored and edited according to F&I and Showroom editorial standards and style. Opinions expressed may not reflect that of the publication.