Walser Automotive Group Expands Career Pathways for Veterans with GI Bill®-Eligible Sales Training Program
Veterans seeking a smooth transition from military service to civilian careers in the automotive retail industry now have a new opportunity at Walser Automotive Group. The company has announced that its comprehensive on-the-job sales training program has been officially approved for GI Bill® benefits, allowing eligible veterans to receive financial support while preparing for full-time careers in automotive sales.
The designation represents a significant step in bridging the gap between military service and civilian employment, providing veterans with income stability, structured training, and long-term career prospects during a pivotal transition period. By making its sales training benefit-eligible, Walser reinforces its commitment to supporting veterans not just with words, but with tangible, career-building opportunities.
Turning Military Experience into Civilian Careers
For many veterans, the shift from military life to civilian employment can be challenging. While the GI Bill is often associated with traditional college degrees, it can also be used to support veterans participating in approved on-the-job training programs. Walser’s newly certified program leverages that flexibility, allowing veterans to earn, learn, and grow within a professional dealership environment.
Customer Specialist Dominic Tolkinen is among those benefiting from the initiative. A U.S. Marine Corps veteran, Tolkinen served as a Lance Corporal and Chemical, Biological, Radiological, and Nuclear (CBRN) Defense Specialist before joining Walser Automotive Group in June 2025.
“Making GI Bill benefits available is a statement of who Walser really is and what they stand for,” Tolkinen said. “And just like in service to our country, at Walser we are driven by a commitment to protect, support, and serve with integrity.”
Tolkinen’s experience reflects a broader alignment between military values and Walser’s workplace culture—discipline, accountability, teamwork, and service. For veterans accustomed to structured environments and mission-driven work, Walser’s approach offers familiarity while opening doors to new professional growth.
Building on a Broader Veteran Employment Strategy
The GI Bill approval builds upon Walser Automotive Group’s longstanding efforts to recruit, hire, and retain veterans across its organization. In 2025, the company earned designation as a Beyond the Yellow Ribbon employer, signaling a formal commitment to supporting military service members, veterans, and their families.
Walser has also set an ambitious goal of hiring 50 veterans annually, integrating them into roles that span sales, service, operations, leadership, and corporate functions. The GI Bill-eligible training program strengthens that strategy by addressing one of the most critical barriers veterans face during transition: financial stability while acquiring new civilian skills.
By enabling veterans to receive GI Bill benefits during training, Walser helps reduce the economic pressure that can accompany career changes. Participants may also qualify for additional military-focused benefits, such as military training pay and differential pay for active deployments, creating a comprehensive support framework.
Certifying a Comprehensive Training Program
Achieving GI Bill eligibility required a coordinated effort across multiple stakeholders. Walser worked closely with its internal employee resource group, Veterans at Walser, as well as the Minnesota Department of Veterans Affairs, to certify its 12-month, 2,000-hour sales training program.
The certification applies to both federal GI Bill benefits and the Minnesota GI Bill, expanding access for eligible participants. The process ensured the program met strict requirements related to structure, instructional quality, supervision, and measurable learning outcomes.
The result is a training pathway that balances theory with practice, offering participants a deep understanding of automotive sales while preparing them for long-term success.
A Structured, Learner-Centered Approach
Unlike traditional dealership onboarding models that often rely on informal shadowing or trial-by-fire learning, Walser’s sales training program follows a carefully designed, learner-centered structure.
The program blends classroom instruction, self-guided digital learning, interactive workshops, and hands-on dealership experience. Participants progress through clearly defined milestones that build product knowledge, customer engagement skills, ethical sales practices, and performance management capabilities.
The approach not only prepares participants for high-performing sales roles, but also positions them for future leadership opportunities within Walser’s dealership network.
“Walser making their sales training benefit-eligible creates a bridge from service to purpose,” Tolkinen said. “Walser does more than thank their veterans for their service: they invest in their lives, their families, and their next chapter.”
Redesigning Training for Long-Term Impact
Walser’s Director of Training, Kristen Baker, said the sales training program was redesigned in 2024 with a renewed focus on the learner experience. The updated curriculum recognizes that individuals learn differently and that long-term success depends on sustained support, not just initial onboarding.
“The word ‘thank you’ often feels insufficient for our veterans’ sacrifice, and making our sales training program benefit-eligible is an actionable way to show gratitude and support to our veterans,” Baker said.
She noted that many dealerships across the industry still rely on outdated training approaches that leave new hires feeling overwhelmed or unsupported.
“Many dealerships drop new hires off on the show floor with no support or guidance,” Baker said. “This is a structured, compassionate training program that not only builds skills, but careers as well.”
By emphasizing coaching, mentorship, and continuous feedback, the program helps participants build confidence while mastering the complexities of modern automotive retail—from digital sales tools to evolving customer expectations.
Financial Stability During Transition
For veterans transitioning into civilian roles, consistent income and predictable benefits are critical. Under the newly approved designation, eligible participants enrolled in Walser’s sales training program can receive GI Bill benefits while completing their on-the-job training.
These benefits, combined with Walser’s existing military-focused pay policies, help ease the financial stress that can accompany career transitions. The added stability allows veterans to focus on learning, performance, and professional development rather than short-term financial pressures.
The initiative reflects a broader understanding of what veteran support looks like in practice—going beyond hiring commitments to address the realities of workforce reintegration.
Expanding Veteran Support Through Mentorship
Looking ahead, Walser plans to deepen its veteran support ecosystem even further. In 2026, Veterans at Walser intends to launch a formal veteran mentorship program designed to pair new veteran hires with experienced veteran employees across the organization.
The mentorship initiative aims to provide guidance, peer support, and a sense of community during the critical early months of civilian employment. Mentors will help new hires navigate workplace culture, career planning, and the challenges that often arise during transition.
By creating intentional connections between veterans, Walser seeks to foster belonging while reinforcing shared values of service, teamwork, and leadership.
A Model for the Automotive Industry
Walser Automotive Group’s GI Bill-eligible sales training program stands out within the automotive retail industry, where formalized, benefit-supported training pathways remain relatively rare. By aligning workforce development with veteran benefits, the company offers a replicable model for how dealerships can attract and retain high-quality talent.
As the industry continues to evolve—driven by digital transformation, changing consumer behaviors, and increasing demand for customer-centric sales professionals—programs like Walser’s demonstrate the value of investing in people.
For veterans like Dominic Tolkinen, the initiative represents more than just a job opportunity. It offers a clear pathway to purpose, stability, and growth in civilian life.
“Just like in the military, you want to be part of something that stands for more than itself,” Tolkinen said. “Walser gives veterans that chance.”
GI Bill® is a registered trademark of the U.S. Department of Veterans Affairs.
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