Digital Dealer - December 2017 - 2
Contents
DECEMBER 2017, VOL. 24 NO. 12
D E A L E R
M A G A Z I N E
DIGITALDEALER.COM
I NTERVI EW WI TH
Katie
Bowman
BOWMAN CHEVROLET
Pg 26
D E C E M B E R
12 // The Internet &
Policy Review
Phones Are the NEW
BY KATHI KRUSE
"Showroom" ... Your
Cheese Has Been Moved 32 // Are You Future
Ready?
BY SEAN V. BRADLEY,
2 0 1 7 ,
V O L .
BY LIOR ARUSSY
DEALERSHIP
MANAGEMENT
34 // Rethink How to
Market with Facebook
and Instagram
2 4
CSP
N O .
1 2
WHAT REAL
COMMITMENT
LOOKS LIKE
ARE YOU FUTURE
READY?
By Lior Arussy
Pg 32
By Dave Anderson
Pg 6
WE DON'T NEED
NO STINKIN' TECH
TRAINING - WE HAVE
GOOD TEETH
YOUR LIMITATION IS
NOT WHAT YOU DON'T
HAVE, IT'S WHAT
YOU'RE NOT USING
By Ed Kovalchick
Pg 42
By Chuck Barker
Pg 15
DEALERS SAY
FIXED OPS IS THE
MOST IMPORTANT
DEPARTMENT
YOUR PEOPLE ARE
YOUR BRAND!
By Jim Boldebook
Pg 24
By Charlie Polston
Pg 45
Cover story
26
KATIE BOWMAN
COLEMAN
Bowman Chevrolet
show director
4 // A Letter from
the Show Director
BY DAVID SOUTHWORTH
LEADERSHIP
6 // What Real
Commitment
Looks Like
BY DAVE ANDERSON
ownership
8 // Could Your
Culture Use
a Little MAGIC?
BY DAN SCHNEIDER
15 // Your Limitation
Is Not What You Don't
Have, It's What You're
Not Using
BY CHUCK BARKER
18 // Year-End
Spend Management
Assessment - Setting
Up for a Successful 2018
BY DOUG AUSTIN
Sales Strategies
20 // Vehicle
Merchandising: Use
Features Not Price
BY DEVIN DALY
22 // One Size Fits
All No Longer Applies
BY ANNE FLEMING
Advertising &
Marketing
24 // Your People
Are Your Brand!
BY JIM BOLDEBOOK
10 // 3 Must-Dos to
Combat Dealer
Margin Declines
BY DALE POLLAK
David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com
ADVERTISING
Publisher Melissa Green
melissa.green@digitaldealer.com
Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com
Advertising Sales
sponsorships@digitaldealer.com
BY SCOT EISENFELDER
EDITORIAL
36 // What Your
Dealership Can Learn
from Carvana
ART
Editor & Content Manager Alissa Calvaruso
alissa.calvaruso@digitaldealer.com
Creative Director Linda Fisher
BY PENINA ROTHNER
PRODUCTION
Fixed operations
MARKETING
38 // Disrupting the
Buying Cycle: Turning
Service Leads into Sales
Dollars
BY CHRIS WALSH
40 // How Online
Payments Can Be the
Catalyst for a Superior
Customer Experience
BY JIM ROCHE
42 // We Don't Need No
Stinkin' Tech Training -
We Have Good Teeth
BY ED KOVALCHICK
45 // Dealers Say
Fixed Ops is the Most
Important Department
BY CHARLIE POLSTON
30 // 6 Reasons to Do
an Annual Social Media
SHOW DIRECTOR
Production Manager Terri Hill
Director of Marketing Matthew Ramirez
Marketing Manager Amanda Graziano
Marketing Coordinator Meagan Rice
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, Marketing Services
Joanne Wheatley
Executive Vice President
Darrell Denny
Vice President, Human Resources
Eileen Deady
Vice President, Corporate Operations
Denise Bashem
COMMUNICATIONS
APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL
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.
2
DECEMBER 2017
D I G I TA L D E A L E R . C O M
Dealer magazine is a trademark owned
exclusively by Emerald Expositions, LLC.
Copyright © 2017. Emerald Expositions, LLC
All rights reserved.
A publication of
Emerald Expositions
http://www.DIGITALDEALER.COM
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - December 2017
Digital Dealer - December 2017
Contents
A Letter from the Show Director
What Real Commitment Looks Like
Could Your Culture Use a Little MAGIC?
3 Must-Dos to Combat Dealer Margin Declines
The Internet & Phones Are the NEW “Showroom” … Your Cheese Has Been Moved
Your Limitation Is Not What You Don't Have, It's What You're Not Using
Year-End Spend Management Assessment – Setting Up for a Successful 2018
Vehicle Merchandising: Use Features Not Price
One Size Fits All No Longer Applies
Your People Are Your Brand!
KATIE BOWMAN COLEMAN Bowman Chevrolet
6 Reasons to Do an Annual Social Media
Are You Future Ready?
Rethink How to Market with Facebook and Instagram
What Your Dealership Can Learn from Carvana
Disrupting the Buying Cycle: Turning Service Leads into Sales Dollars
How Online Payments Can Be the Catalyst for a Superior Customer Experience
We Don’t Need No Stinkin’ Tech Training – We Have Good Teeth
Dealers Say Fixed Ops is the Most Important Department
Digital Dealer - December 2017 - Digital Dealer - December 2017
Digital Dealer - December 2017 - Cover2
Digital Dealer - December 2017 - 1
Digital Dealer - December 2017 - Contents
Digital Dealer - December 2017 - 3
Digital Dealer - December 2017 - A Letter from the Show Director
Digital Dealer - December 2017 - 5
Digital Dealer - December 2017 - What Real Commitment Looks Like
Digital Dealer - December 2017 - 7
Digital Dealer - December 2017 - Could Your Culture Use a Little MAGIC?
Digital Dealer - December 2017 - 9
Digital Dealer - December 2017 - 3 Must-Dos to Combat Dealer Margin Declines
Digital Dealer - December 2017 - 11
Digital Dealer - December 2017 - The Internet & Phones Are the NEW “Showroom” … Your Cheese Has Been Moved
Digital Dealer - December 2017 - 13
Digital Dealer - December 2017 - 14
Digital Dealer - December 2017 - Your Limitation Is Not What You Don't Have, It's What You're Not Using
Digital Dealer - December 2017 - 16
Digital Dealer - December 2017 - 17
Digital Dealer - December 2017 - Year-End Spend Management Assessment – Setting Up for a Successful 2018
Digital Dealer - December 2017 - 19
Digital Dealer - December 2017 - Vehicle Merchandising: Use Features Not Price
Digital Dealer - December 2017 - 21
Digital Dealer - December 2017 - One Size Fits All No Longer Applies
Digital Dealer - December 2017 - 23
Digital Dealer - December 2017 - Your People Are Your Brand!
Digital Dealer - December 2017 - 25
Digital Dealer - December 2017 - KATIE BOWMAN COLEMAN Bowman Chevrolet
Digital Dealer - December 2017 - 27
Digital Dealer - December 2017 - 28
Digital Dealer - December 2017 - 29
Digital Dealer - December 2017 - 6 Reasons to Do an Annual Social Media
Digital Dealer - December 2017 - 31
Digital Dealer - December 2017 - Are You Future Ready?
Digital Dealer - December 2017 - 33
Digital Dealer - December 2017 - Rethink How to Market with Facebook and Instagram
Digital Dealer - December 2017 - 35
Digital Dealer - December 2017 - What Your Dealership Can Learn from Carvana
Digital Dealer - December 2017 - 37
Digital Dealer - December 2017 - Disrupting the Buying Cycle: Turning Service Leads into Sales Dollars
Digital Dealer - December 2017 - 39
Digital Dealer - December 2017 - How Online Payments Can Be the Catalyst for a Superior Customer Experience
Digital Dealer - December 2017 - 41
Digital Dealer - December 2017 - We Don’t Need No Stinkin’ Tech Training – We Have Good Teeth
Digital Dealer - December 2017 - 43
Digital Dealer - December 2017 - 44
Digital Dealer - December 2017 - Dealers Say Fixed Ops is the Most Important Department
Digital Dealer - December 2017 - 46
Digital Dealer - December 2017 - 47
Digital Dealer - December 2017 - 48
Digital Dealer - December 2017 - Cover3
Digital Dealer - December 2017 - Cover4
https://www.nxtbook.com/nxtbooks/digitaldealer/202004
https://www.nxtbook.com/nxtbooks/digitaldealer/202003
https://www.nxtbook.com/nxtbooks/digitaldealer/202002
https://www.nxtbook.com/nxtbooks/digitaldealer/202001
https://www.nxtbook.com/nxtbooks/digitaldealer/201912
https://www.nxtbook.com/nxtbooks/digitaldealer/201911
https://www.nxtbook.com/nxtbooks/digitaldealer/201910
https://www.nxtbook.com/nxtbooks/digitaldealer/201909
https://www.nxtbook.com/nxtbooks/digitaldealer/201908
https://www.nxtbook.com/nxtbooks/digitaldealer/201907
https://www.nxtbook.com/nxtbooks/digitaldealer/201906
https://www.nxtbook.com/nxtbooks/digitaldealer/201905
https://www.nxtbook.com/nxtbooks/digitaldealer/dd26showdirectory_042019
https://www.nxtbook.com/nxtbooks/digitaldealer/201904
https://www.nxtbook.com/nxtbooks/digitaldealer/201903
https://www.nxtbook.com/nxtbooks/digitaldealer/201902
https://www.nxtbook.com/nxtbooks/digitaldealer/201901
https://www.nxtbook.com/nxtbooks/digitaldealer/201812
https://www.nxtbook.com/nxtbooks/digitaldealer/201811
https://www.nxtbook.com/nxtbooks/digitaldealer/201810
https://www.nxtbook.com/nxtbooks/digitaldealer/201809
https://www.nxtbook.com/nxtbooks/digitaldealer/201808
https://www.nxtbook.com/nxtbooks/digitaldealer/201807
https://www.nxtbook.com/nxtbooks/digitaldealer/201806
https://www.nxtbook.com/nxtbooks/digitaldealer/201805
https://www.nxtbook.com/nxtbooks/digitaldealer/201804
https://www.nxtbook.com/nxtbooks/digitaldealer/201803
https://www.nxtbook.com/nxtbooks/digitaldealer/201802
https://www.nxtbook.com/nxtbooks/digitaldealer/201801
https://www.nxtbook.com/nxtbooks/digitaldealer/201712
https://www.nxtbook.com/nxtbooks/digitaldealer/201711
https://www.nxtbook.com/nxtbooks/digitaldealer/201710
https://www.nxtbook.com/nxtbooks/digitaldealer/201709
https://www.nxtbook.com/nxtbooks/digitaldealer/201708
https://www.nxtbookmedia.com