Digital Dealer - October 2017 - 1

Contents

ADVERTISING

OCTOBER 2017, VOL. 24 NO. 10

Publisher Melissa Green
melissa.green@digitaldealer.com
Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com
Advertising Sales
sponsorships@digitaldealer.com

DIGITALDEALER.COM

I NTERVI EW WI TH

Pete Dorsch
DORSCH FORD LINCOLN KIA
Pg 20

THE SERVICE
RECEPTION
PROCESS
REVEALED
- JAW DROPPING

Editor & Content Manager Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

WHAT THE WORLD
NEEDS NOW...
By Dave Anderson
Pg 4

MANAGING
PEOPLE
& PROCESSES
FOR A
STRONGER ROI

15 // Managing People
& Processes for a
Stronger ROI

By Chuck Barker
Pg 16

TELL YOUR
STORY!

By Jim Boldebook
Pg 18

ART

Creative Director Linda Fisher

PRODUCTION
Production Manager Terri Hill

MARKETING
Director of Marketing Matthew Ramirez
Marketing Manager Amanda Graziano
Marketing Coordinator Meagan Rice

OPERATIONS
Business Development Santos Diaz

Cover story

PETE DORSCH
Dorsch Ford
Lincoln Kia

Rich Jarrett
314-432-7511, rjarrett@digitaldealer.com

LEADERSHIP

EMERALD EXPOSITIONS

4 // What the World
Needs Now...

Chief Financial Ofﬁcer and Treasurer
Philip Evans
Chief Information Ofﬁcer
Bill Charles
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Operations
Lori Jenks

BY DAVE ANDERSON

ownership
8 // Bringing NextGeneration Family
Members Into
the Dealership

Senior Vice President, Digital
Teresa Reilly

BY LOYD H. RAWLS

Senior Vice President, Marketing Services
Joanne Wheatley

10 // Nissan Dealers
Join Forces Against
NNA Policies

Executive Vice President
Darrell Denny
Vice President, Human Resources
Eileen Deady
Vice President, Corporate Operations
Denise Bashem

Dealer magazine is a trademark owned
exclusively by Emerald Expositions, LLC.
Copyright © 2017. Emerald Expositions, LLC
All rights reserved.

A publication of
Emerald Expositions

Advertising &
Marketing
18 // Tell Your Story!
BY JIM BOLDEBOOK

36 // Video: An Essential
Part of Your Digital
Toolkit
BY CHRIS WALSH

38 // A Scientific
Model for Building
Customer Trust
BY TED DUPUY

40 // The Marketing
Tune-Up That Turns
Inbound Shoppers
Into Customers
BY DAVE DAGUE

42 // Your DMS and
Recalls
BY SANDI JEROME

BY MATT LUDTKE

Operations Manager Chantelle Bean

Chief Executive Ofﬁcer and President
David Loechner

BY CHUCK BARKER

COVER PHOTOGRAPHY

CONFERENCE
CIRCULATION SUBSCRIPTION

12 // Improving
Profitability - Building
Your War Chest
BY DOUG AUSTIN

By Ed Kovalchick
Pg 43

EDITORIAL

DEALERSHIP
MANAGEMENT

Fixed operations
24 // SPECIAL
SECTION: Digital
Dealer 23
Conference & Expo
Recap
30 // SPECIAL
SECTION: 9 Social
Media Lessons
I Learned From
My PE Teacher

43 // Displays Won't Sell
COMMUNICATIONS
Service
- If You Won't!
BY CHARLIE POLSTON

46 // The Service
Reception Process
Revealed - Jaw
Dropping
BY ED KOVALCHICK

BY KATHI KRUSE

34 // SPECIAL
SECTION: Why
Dealerships Must
Embrace the
Concierge Economy
BY AHARON HORWITZ

BY RICHARD SOX
Dealer magazine (ISSN 1537-6141) is published monthly by Emerald Expositions, LLC. Mailing address
is 100 Broadway, 14th Floor, New York, New York 10005. Periodicals Postage Paid at New York, NY
and additional mailing ofﬁces. POSTMASTER: Please send address changes to: Dealer Magazine, P.O.
Box 16770, St. Louis, MO 63105. Subscriptions are $48.00 per year, 12 issues per year, monthly. Back
issues, $10.00 each. Make check payable to Emerald Expositions, LLC. Send to: P.O. Box 16770 St.
Louis, MO 63105. Reprint requests: alissa.calvaruso@digitaldealer.com.
Dealer magazine makes every attempt to ensure the accuracy of all published works.
However it cannot be held responsible for opinions expressed or facts supplied herein.
Nothing may be reproduced in whole or in part without written permission from the
publisher. All rights reserved. The publisher encourages you to submit suggestions.
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American Bar Association and a Committee of Publishers.

D I G I TA L D E A L E R . C O M

OCTOBER 2017

http://www.DIGITALDEALER.COM http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - October 2017