Managing PSSRs Effectively: A Guide for PSSR Managers

A well-managed Product Support Sales Representative (PSSR) team can be the driving force behind increased revenue, stronger customer relationships, and long-term business success. However, managing PSSRs requires more than just tracking sales numbers—it demands leadership, strategic planning, and a commitment to professional development. Here’s how to effectively manage your PSSR team for maximum impact.

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The Role of a PSSR Manager

First, what is your job? A PSSR Manager is responsible for ensuring their team is motivated, well-trained, and consistently meeting customer and business expectations. You must:

Set Clear Expectations: Establish clear goals and performance metrics for each PSSR. What exactly do you want them to accomplish? Target a minimum of $1M annually in incremental parts and service sales per PSSR.
Provide Initial and Ongoing Training: Equip PSSRs with the skills and knowledge to succeed in their roles. Many have a great basis in parts and service technical knowledge, though limited selling skills to accompany this. (Sheppard & Company can help here).
Coach Performance & Offer Guidance: You’re both coach and mentor (if you’ve done the job before) to your PSSR team. Weekly 1:1’s and impromptu coaching sessions are a must. Check out The Coaching Habit to get you started.
Build a Customer-Focused Culture: Ensure PSSRs prioritize customer engagement and service excellence. Speed sells tractors…and parts and service. Coach your PSSRs on the importance of urgency and 10-minute callbacks.
Encourage Collaboration: Foster a team environment where PSSRs share best practices and support each other in achieving success. PSSRs can be the dealership’s glue between parts, service, and sales when leveraged well.
Problem-Solving & Conflict Resolution: Address internal and customer-related issues efficiently to maintain strong relationships and smooth operations.

Daily, Weekly, Monthly and Quarterly Management Tasks

Here are some considerations for daily, weekly, monthly, and quarterly tasks to help you structure your time and how you approach your job.

Daily Tasks

Review and prioritize customer visits. Conduct a 5-minute “plan-for-the-day” call. Are your PSSRs prospecting, closing, or following up? They definitely shouldn’t be (just) delivering parts!
Measure and monitor key activity metrics. Visits, quote creation, close rate, revenue targets. Conduct micro-coaching as necessary.
Coach and support PSSRs on overcoming hurdles. Help solve parts delays, internal communication, OEM challenges, or pricing issues. Ensure PSSRs focus on selling and solving customer problems, not chasing internal issues.

Weekly Tasks

Conduct 1:1 coaching sessions. Review their pipeline, lost sales, and conversion rate. Discuss a few key accounts, and offer feedback on recent won or lost sales.
Pipeline and quote review. Check for stalls in the process. Which deals are help up? What can you do to move them along? Create forward momentum.
Field or virtual ride-along. How do your PSSRs engage with customers, communicate value, and handle objections? Provide them with in-the-moment coaching to improve.

Monthly Tasks

Conduct a KPI review with your team (20% looking backward, 80% looking forward). Ensure to review:
- Branch parts and service revenue and absorption
- Close rate and response time
- Inspection performance
Host a team huddle where your PSSRs can share best practices, wins, challenges, and customer success stories. Pull in guest speakers from your branch or outside to introduce new tools or ideas to help your PSSRs better support their customers.
Evaluate and adjust your territory management strategy. Work to close any gaps, identify growth opportunities, and adapt your PSSRs account plans as necessary.

Quarterly Tasks

Define your Top 5 priorities for the quarter and ensure your PSSR team is fully aligned. For example, 75% pre-warranty expiration inspections or a 25% take rate on AC inspections before the hot weather arrives.
Conduct individual development planning with each PSSR. Support their training needs, career aspirations, and personal development.
Optimize your territory and market. Things change. Markets fluctuate, fleets age, and customers retire. Rebalance your territories and shift your team’s focus as appropriate.

Three Non-Negotiables for Managing PSSRs

To achieve the results you seek, every successful PSSR Manager must enforce three critical non-negotiables to maintain a high-performing team:

1. Customer First Mindset

Every PSSR must prioritize building strong relationships and providing value to customers. No value = no sale.

2. Accountability & Results-Driven Performance

PSSRs must be held accountable for their commitments, sales targets, and customer interactions. Check out the book Crucial Conversations.

3. Continuous Development & Adaptability

Staying ahead in the industry requires ongoing learning, adapting to market changes, and improving sales techniques. You need to think at least two quarter in front of your PSSRs.

Conclusion

Managing PSSRs effectively is about more than just oversight—it’s about developing a high-performing team that drives customer loyalty and business growth. By setting clear expectations, offering continuous coaching, and enforcing key non-negotiables, you can create a culture of excellence within your PSSR team.

Successful management also requires motivation, accessibility, and fostering an environment of collaboration. With the right leadership approach, your PSSRs will not only meet their targets but also thrive in their roles, bringing long-term success to your dealership.

Are you giving your PSSRs the support and structure they need to succeed?