Two days of PSR training.

At Monroe Tractor, our Product Support Representatives are the front line of customer care—connecting equipment owners and operators with the parts, service, and solutions they need to keep moving. To strengthen that role and deepen alignment across our 18 locations, we hosted a two-day PSR meeting focused on building knowledge, sharing best practices, and creating lasting connections among team members.

The event began with Greg Downing, Operations Manager, providing a clear, data-driven overview of Monroe Tractor’s financial health and performance metrics. By sharing these insights, Greg offered PSRs a bigger-picture understanding of how their daily efforts, from proactive parts recommendations to service scheduling, directly contribute to Monroe Tractor’s growth and operational excellence. That transparency allows team members to see their value in the success of the business and motivates stronger alignment with dealership-wide goals.

A major focus of the meeting was improving how we communicate with and support customers through technology. Seth Conway, Product Specialist Director, and Laura Wilkas, Marketing Director led a session on HubSpot best practices and the future state of our CRM system. From better lead tracking and follow-ups to personalized communications and streamlined reporting, the team explored how HubSpot can be leveraged not just as a sales tool, but as a relationship-building engine that helps PSRs stay ahead of customer needs.

Training was another pillar of the event, with Aimee Defayette, Learning and Development Manager, introducing a structured PSR training program aimed at ensuring consistency, confidence, and competency across locations. This new program clarifies our onboarding processes for new hires and ongoing development opportunities for current reps, equipping them to provide expert-level support, even in highly technical or time-sensitive scenarios.

Safety is central to any dealership that values both its people and its customers. Christine Vieira, HR Manager, introduced Monroe Tractor’s new vehicle safety program, which not only emphasizes best practices behind the wheel but also reinforces a broader culture of safety, something our customers expect and respect. Whether it’s delivering parts or visiting jobsites, PSRs play a crucial role in maintaining our high standards, and these programs ensure they’re well-prepared to do so.

In a hands-on session, Seth provided a live demonstration of construction lasers, showcasing how our team can help contractors select and use these precision tools to improve jobsite accuracy. As construction technology continues to evolve, it’s essential that our reps are confident in recommending products that boost customer productivity, and this demo brought that to life.

Neil Golden, Service Director, kept the sessions engaging with open discussions and a walk-around equipment demo, fostering peer-to-peer learning and encouraging PSRs to ask questions, share insights, and exchange ideas. These collaborative conversations are the heartbeat of dealership culture, creating a sense of community and shared purpose that strengthens team performance across branches.

Roger Melius, Buffalo Parts Manager, presented the third-party supply program he developed for the company—an initiative that has opened new doors for parts availability, cost savings, and customer responsiveness. By diversifying our supplier relationships, Monroe Tractor can offer customers faster solutions and more competitive options, which is critical in today’s fast-paced and cost-conscious market.

Nicole Wren, Canandaigua Parts Manager, led an engaging discussion about a buying group we participate in, an initiative that allows us to pool insights, purchasing trends, and product knowledge to create stronger customer offerings and more strategic inventory management.

Throughout the meeting, Janet Felosky, CEO, and Chris Felosky, President, provided guidance and insights, reinforcing Monroe Tractor’s commitment to supporting our team from every angle, whether it’s operations, leadership, or cross-department collaboration.

Most importantly, this event gave our PSRs a rare but valuable opportunity to connect across locations, build relationships, and form a network of trusted colleagues. When our team members know each other, lean on each other, and learn from each other, we become a stronger, more agile organization that is ready to deliver the level of support our customers have come to expect from Monroe Tractor.

As we look ahead, we’re energized by the momentum built during these two days and excited to see how our empowered PSRs bring this knowledge and camaraderie back to their branches and into the field.