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

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,
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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

http://www.digitaldealer.com http://www.DIGITALDEALER.COM http://www.DIGITALDEALER.COM

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