Digital Dealer - January 2018 - 2

Contents

JANUARY 2018, VOL. 25 NO. 1
D E A L E R
M A G A Z I N E

DEALERSHIP
MANAGEMENT

DIGITALDEALER.COM

DIRECT FROM FACEBOOK

4 Ways
to Sell
More
Cars in
2018

THE ART OF
HANDLING
MISTAKES
By Dave Anderson
Pg 4
J A N U A R Y

SHIFTING
FROM
CRISIS TO
OPPORTUNITY

2 0 1 8 ,

By Gabrielle Garrison
Pg 48

By Chuck Barker
Pg 15

V O L .
2 5

ADVERTISING
YOUR TECHSPERTISE!

15 // Shifting From
Crisis to Opportunity
BY CHUCK BARKER

N O .

By Jim Boldebook
Pg 20

1

NEED A
TECH - KEEP
A TECH
OR OTHER
STAFFER?

IN TE R V IE W WITH TH E

2018 Chairman
of the Chicago
Auto Show

By Ed Kovalchick
Pg 38

THE NEW
CAR BUYERS'
CLINIC: A
CASE STUDY
IN HOW TO
ROYALLY
MESS IT UP!

JOHN HENNESSY,
OWNER OF RIVER VIEW FORD

By Charlie Polston
Pg 41

Pg 28

Cover story

28

JOHN HENNESSY

River View Ford

COVER PHOTOGRAPHY
BY TODD PIERSON

Sales Strategy
18 // Warning! Your
Customers Know More
Than Your Salespeople.
But Not for Long.
BY PATRICK MCMULLEN

Advertising &
Marketing

4 // The Art of
Handling Mistakes
BY DAVE ANDERSON

ownership
7 // Motion and
Commotion - The Buy/
Sell Market Intensifies
BY RYAN KERRIGAN

SHOW DIRECTOR

36 // Turning Cash
Buyers into Auto
Financers

ADVERTISING

BY ERIC MÉLON

25 // Drawing the
Curtain Back
27 // Digital Dealer
Workshops Chicago
28 // Interview with the
2018 Chairman of the
Chicago Auto Show

12 // You Don't Have to
Be Blood to Be Family
in the Dealership

34 // Ready... Fire!
...Then Aim

BY KENDALL RAWLS

CSP

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

38 // Need a Tech - Keep
a Tech or Other Staffer?

Advertising Sales
sponsorships@digitaldealer.com

BY ED KOVALCHICK

41 // The New Car
Buyers' Clinic: A Case
Study in How to Royally
Mess It up!
BY CHARLIE POLSTON

EDITORIAL

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

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

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

BY JIM BOLDEBOOK

22 // From the
Show Director

David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com

Fixed operations

20 // Advertising Your
Tech-Spertise!

Spotlight On Chicago
LEADERSHIP

Finance & Insurance

43 // The Pros and Cons
of Building a Dealership
Facebook Page
BY KATHI KRUSE

45 // Is Your Dealership's
Advertising Stuck in
the '60s?

CONFERENCE

Operations Manager Chantelle Bean

COMMUNICATIONS

CIRCULATION SUBSCRIPTION
Rich Jarrett
314-432-7511, gatewayrj@att.net

EMERALD EXPOSITIONS

Chief Executive Officer and President
David Loechner

BY BUD TORCOM

Chief Financial Officer and Treasurer
Philip Evans

48 // 4 Ways to Sell
More Cars in 2018

Chief Information Officer
Bill Charles

BY GABRIELLE GARRISON

BY SEAN V. BRADLEY,

We want to hear from you!

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

Share with us what you enjoyed the most in this issue, as well as what you
would like us to cover in future issues. Email: dmeditorial@digitaldealer.com
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
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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

JANUARY 2018

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


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Table of Contents for the Digital Edition of Digital Dealer - January 2018

Digital Dealer - January 2018
Contents
The Art of Handling Mistakes
Motion and Commotion – The Buy/Sell Market Intensifies
You Don’t Have to Be Blood to Be Family in the Dealership
Shifting From Crisis to Opportunity
Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Advertising Your Tech-Spertise!
From the Show Director
Drawing the Curtain Back
Digital Dealer Workshops Chicago
Cover story
Interview with the 2018 Chairman of the Chicago Auto Show
Ready… Fire!...Then Aim
Turning Cash Buyers into Auto
Need a Tech – Keep a Tech or Other Staffer?
The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
The Pros and Cons of Building a Dealership Facebook Page
Is Your Dealership's Advertising Stuck in the '60s?
4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - CT1
Digital Dealer - January 2018 - CT2
Digital Dealer - January 2018 - Digital Dealer - January 2018
Digital Dealer - January 2018 - Cover2
Digital Dealer - January 2018 - 1
Digital Dealer - January 2018 - Contents
Digital Dealer - January 2018 - 3
Digital Dealer - January 2018 - The Art of Handling Mistakes
Digital Dealer - January 2018 - 5
Digital Dealer - January 2018 - 6
Digital Dealer - January 2018 - Motion and Commotion – The Buy/Sell Market Intensifies
Digital Dealer - January 2018 - 8
Digital Dealer - January 2018 - 9
Digital Dealer - January 2018 - 10
Digital Dealer - January 2018 - 11
Digital Dealer - January 2018 - You Don’t Have to Be Blood to Be Family in the Dealership
Digital Dealer - January 2018 - 13
Digital Dealer - January 2018 - 14
Digital Dealer - January 2018 - Shifting From Crisis to Opportunity
Digital Dealer - January 2018 - 16
Digital Dealer - January 2018 - 17
Digital Dealer - January 2018 - Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Digital Dealer - January 2018 - 19
Digital Dealer - January 2018 - Advertising Your Tech-Spertise!
Digital Dealer - January 2018 - 21
Digital Dealer - January 2018 - From the Show Director
Digital Dealer - January 2018 - 23
Digital Dealer - January 2018 - 24
Digital Dealer - January 2018 - Drawing the Curtain Back
Digital Dealer - January 2018 - 26
Digital Dealer - January 2018 - Digital Dealer Workshops Chicago
Digital Dealer - January 2018 - Interview with the 2018 Chairman of the Chicago Auto Show
Digital Dealer - January 2018 - 29
Digital Dealer - January 2018 - 30
Digital Dealer - January 2018 - 31
Digital Dealer - January 2018 - 32
Digital Dealer - January 2018 - 33
Digital Dealer - January 2018 - Ready… Fire!...Then Aim
Digital Dealer - January 2018 - 35
Digital Dealer - January 2018 - Turning Cash Buyers into Auto
Digital Dealer - January 2018 - 37
Digital Dealer - January 2018 - Need a Tech – Keep a Tech or Other Staffer?
Digital Dealer - January 2018 - 39
Digital Dealer - January 2018 - 40
Digital Dealer - January 2018 - The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
Digital Dealer - January 2018 - 42
Digital Dealer - January 2018 - The Pros and Cons of Building a Dealership Facebook Page
Digital Dealer - January 2018 - 44
Digital Dealer - January 2018 - Is Your Dealership's Advertising Stuck in the '60s?
Digital Dealer - January 2018 - 46
Digital Dealer - January 2018 - 47
Digital Dealer - January 2018 - 4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - Cover3
Digital Dealer - January 2018 - Cover4
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