St. Cloud Toyota Talks: 10 Questions with the Area’s Top Dealership

St. Cloud Toyota swept the automotive awards in the Best of Central Minnesota competition, capturing Best New Car Dealer, Best Used Car Dealer, and Best Service Department. Their Sales Consultant Rick Knettel also captured Best Salesman.

Pretty impressive, right? They've won Best of Central Minnesota titles several times in prior years, too, so the crowd has clearly spoken.

We met up with Rick and Service Manager Ben Becker for a behind-the-scenes look at what sets the dealership apart — and learned a little bit about those Facebook blooper videos and Rick's chili dominance, too.

1) What do you like best about working in the St. Cloud area?

Rick: It's the area I grew up in. It's only an hour away from Willmar, Alexandria, Brainerd and Minneapolis.

Ben: I was born and raised in St. Cloud and love working with everyone in the community. I always enjoy coming across my customers whether I am shopping or doing business with another company.

2) What do you enjoy most about your job?

Rick: Working with people and feeling the gratitude they have.

Ben: The most enjoyable part is being able to help my customers when they are in need. It is not always fun to have to service or repair a vehicle. I take pride in making the experience as good as possible. I equally enjoy making St. Cloud Toyota a great place to work for my employees.

3) What differentiates your dealership from others in the area?

Rick: We try to run like a big store yet keep the small-town feel that was created by our owners back in the late '60s. Sometimes that can be a challenge, especially in service with the amount of volume we do. We try to build a relationship with every customer rather than making them feel like they are just another "car deal".

Ben: We really strive to keep the atmosphere like that of a small-town dealer. We have an extremely loyal customer base which allows us to get to know them. Remembering customers by name. Having very loyal employees, which ensures the customer sees the same face every time they come in.

4) How do you go out of your way to make the service experience easy and comfortable?

Rick: Running a customer car through the car wash, spraying off rubber floor mats in the winter time, offering to pick up their car for service, providing a shuttle ride or loaner car while they wait for their car in service

Ben: I always take myself out of my work role and put myself into the customers' shoes. How would I like to be treated, how would I like to see the service process go, what is important to me as a customer when I am seeking some sort of service? Keeping this mentality in my mind at all times helps me deliver the customer service that builds trust.

5) Buying a car often accompanies important life milestones, such as turning 16, getting your first job, or starting a family. What has been your most memorable milestone celebration sale?

Rick: I would say that the most memorable and consistent milestone is helping our customers locate and purchase first vehicles for their children. It can be challenging at times to locate the correct vehicle in the right price range but absolutely worth the effort to see the excitement on the face of the kids when they see their vehicle for the first time.

6) If you personally could buy any car on your lot right now, which would you choose and why?

Rick: A Tundra. I like having a truck for the versatility, to be able to have the box to throw stuff in rather than dirty up the back of an SUV.

Ben: I would purchase a 2024 Toyota Sequoia Capstone. It is an absolutely beautiful SUV and drives like no other. More options than I would know what to do with!

7) Many buyers probably aren't as familiar with electric vehicle options as they could be. What are the biggest selling points for the electric and hybrid vehicles Toyota is offering now?

Rick: Toyota has been selling hybrid vehicles in the US since 2000. They have proven to be very reliable and of course, get great gas mileage as well as produce lower emissions. They do not need to be charged. Toyota offers a hybrid version in nearly every model they make.

8) Who is the best salesperson on your staff?

Ben: Of course, Rick 🙂

9) Which salesperson has the most bloopers in your monthly video bloopers on Facebook

Kayla Traut (marketing manager): Depends on the month. My personal favorites are Caleb Darnall and Lexi Heinemann.

10) Be honest -- does anyone make better chili than Rick Knettel? We hear he has a few chili cookoff trophies to his name.

Rick: Not likely 🙂

Ben: Not to my knowledge. I don't think I have had a better chili than Rick's.