Digital Dealer - November 2017 - 1
Contents
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
CONFERENCE
Operations Manager Chantelle Bean
CIRCULATION SUBSCRIPTION
Rich Jarrett
314-432-7511, gatewayrj@att.net
EMERALD EXPOSITIONS
Chief Executive Officer and President
David Loechner
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
Senior Vice President, Digital
Teresa Reilly
Senior Vice President, Marketing Services
Joanne Wheatley
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
13 // Fallacy
BY LOYD H. RAWLS
DEALERSHIP
MANAGEMENT
16 // You Can't Take
a Train 500 Miles on
400 Miles of Track
1 1
Editor & Content Manager Alissa Calvaruso
alissa.calvaruso@digitaldealer.com
Pg 30
N O .
EDITORIAL
By Dave Anderson
Pg 4
MAGIC CITY
FORD LINCOLN
2 4
Advertising Sales
sponsorships@digitaldealer.com
Cameron
Johnson
V O L .
Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com
DON'T BE A
"MANAGEMENT
JERK" AND
STEPS FOR
HANDLING
THEM!
INTERVIEW WITH
2 0 1 7 ,
Publisher Melissa Green
melissa.green@digitaldealer.com
DIGITALDEALER.COM
N O V E M B E R
ADVERTISING
NOVEMBER 2017, VOL. 24 NO. 11
M A G A Z I N E
David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com
D E A L E R
SHOW DIRECTOR
PROFESSIONAL
VOICE-OVER
SECRETS!
By Jim Boldebook
Pg 28
THAT'LLBEE $128
FORDA TECH TA
LOOKATIT - OUCHIE
BY CHUCK BARKER
By Ed Kovalchick
Pg 44
YOU CAN'T TAKE A
TRAIN 500 MILES ON
400 MILES OF TRACK
By Chuck Barker
Pg 16
Cover story
30
CAMERON JOHNSON
Dealer Principal,
Magic City Ford
Lincoln
show director
2 // A Letter from the
Show Director
20 // 4 Tech Tools That
Decrease Employee
Turnover
BY ERIK NACHBAHR
22 // Organize for
2018 - Expect Greater
Efficiencies and
Profitability, Fewer
Surprises
BY DOUG AUSTIN
BY DAVID SOUTHWORTH
Finance & Insurance
LEADERSHIP
25 // Retail Warranty
Reimbursement:
Leveling the
Playing Field
4 // Don't Be a
"Management Jerk"
and Steps for
Handling Them!
BY JOE JANKOWSKI
BY DAVE ANDERSON
Sales Strategies
6 // Attempting a
No-Huddle Offense?
How's That Working
for You?
26 // Cracking the Car
Code on Selling to the
#1 Buyer: Women
BY HERB MAST
ownership
9 // Is a Financial
Partnership in
Your Future?
BY ANNE FLEMING
Advertising &
Marketing
36 // When It Comes
to Social Media...
Don't Step on a Rake
BY KATHI KRUSE
38 // The Online
Shopping Experience
Has Radically Changed.
Your Dealership Can
Reap the Benefits.
BY ILANA ZUR
40 // The New Car
Manager's
Modern Guide to
Merchandising
BY JOSH BLICK
42 // Top 3 Information
Technology (IT)
Recommendations for
Stability and Increased
Productivity at Your
Dealership
BY SALLY LOPEZ
Fixed operations
44 // That'll Bee $128
Forda Tech Ta Lookatit
- Ouchie
BY ED KOVALCHICK
46 // Only 5 ½ CentsPer-Mile to Maintain a
$50K Machine! Wow!
BY CHARLIE POLSTON
28 // Professional
Voice-Over Secrets!
BY JIM BOLDEBOOK
BY RYAN KERRIGAN
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.
Submitted materials become the property of Emerald Expositions and will not be
returned. Send material for publication to E 7601 N. Federal Highway, Suite #240A,
Boca Raton, FL 33487. The editor reserves the right to edit material; submission of
material constitutes permission to edit and publish that material. This publication is
designed to provide accurate and authoritative information in regard to the subject
matter covered. It is presented with the understanding that the publisher is not engaged
in rendering legal, accounting or other professional service. If legal advice or other
expert assistance is required, the services of a competent professional person should
be sought. From a Declaration of Principles jointly adopted by a Committee of the
American Bar Association and a Committee of Publishers.
D I G I TA L D E A L E R . C O M
NOVEMBER 2017
1
http://www.digitaldealer.com
http://www.DIGITALDEALER.COM
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - November 2017
Digital Dealer - November 2017
Contents
A Letter from the Show Director
Don’t Be a “Management Jerk” and Steps for Handling Them!
Attempting a No-Huddle Offense? How’s That Working for You?
Is a Financial Partnership in Your Future?
Fallacy
You Can't Take a Train 500 Miles on 400 Miles of Track
4 Tech Tools That Decrease Employee Turnover
Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Retail Warranty Reimbursement: Leveling the Playing Field
Cracking the Car Code on Selling to the #1 Buyer: Women
Professional Voice-Over Secrets!
CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
When It Comes to Social Media... Don't Step on a Rake
The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
The New Car Manager's Modern Guide to Merchandising
Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - Digital Dealer - November 2017
Digital Dealer - November 2017 - Cover2
Digital Dealer - November 2017 - Contents
Digital Dealer - November 2017 - A Letter from the Show Director
Digital Dealer - November 2017 - 3
Digital Dealer - November 2017 - Don’t Be a “Management Jerk” and Steps for Handling Them!
Digital Dealer - November 2017 - 5
Digital Dealer - November 2017 - Attempting a No-Huddle Offense? How’s That Working for You?
Digital Dealer - November 2017 - 7
Digital Dealer - November 2017 - 8
Digital Dealer - November 2017 - Is a Financial Partnership in Your Future?
Digital Dealer - November 2017 - 10
Digital Dealer - November 2017 - 11
Digital Dealer - November 2017 - 12
Digital Dealer - November 2017 - Fallacy
Digital Dealer - November 2017 - 14
Digital Dealer - November 2017 - 15
Digital Dealer - November 2017 - You Can't Take a Train 500 Miles on 400 Miles of Track
Digital Dealer - November 2017 - 17
Digital Dealer - November 2017 - 18
Digital Dealer - November 2017 - 19
Digital Dealer - November 2017 - 4 Tech Tools That Decrease Employee Turnover
Digital Dealer - November 2017 - 21
Digital Dealer - November 2017 - Organize for 2018 – Expect Greater Efficiencies and Profitability, Fewer Surprises
Digital Dealer - November 2017 - 23
Digital Dealer - November 2017 - 24
Digital Dealer - November 2017 - Retail Warranty Reimbursement: Leveling the Playing Field
Digital Dealer - November 2017 - Cracking the Car Code on Selling to the #1 Buyer: Women
Digital Dealer - November 2017 - 27
Digital Dealer - November 2017 - Professional Voice-Over Secrets!
Digital Dealer - November 2017 - 29
Digital Dealer - November 2017 - CAMERON JOHNSON Dealer Principal, Magic City Ford Lincoln
Digital Dealer - November 2017 - 31
Digital Dealer - November 2017 - 32
Digital Dealer - November 2017 - 33
Digital Dealer - November 2017 - 34
Digital Dealer - November 2017 - 35
Digital Dealer - November 2017 - When It Comes to Social Media... Don't Step on a Rake
Digital Dealer - November 2017 - 37
Digital Dealer - November 2017 - The Online Shopping Experience Has Radically Changed. Your Dealership Can Reap the Benefits.
Digital Dealer - November 2017 - 39
Digital Dealer - November 2017 - The New Car Manager's Modern Guide to Merchandising
Digital Dealer - November 2017 - 41
Digital Dealer - November 2017 - Top 3 Information Technology (IT) Recommendations for Stability and Increased Productivity at Your Dealership
Digital Dealer - November 2017 - 43
Digital Dealer - November 2017 - That’ll Bee $128 Forda Tech Ta Lookatit - Ouchie
Digital Dealer - November 2017 - 45
Digital Dealer - November 2017 - Only 5 ½ Cents- Per-Mile to Maintain a $50K Machine! Wow!
Digital Dealer - November 2017 - 47
Digital Dealer - November 2017 - 48
Digital Dealer - November 2017 - Cover3
Digital Dealer - November 2017 - Cover4
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