Digital Dealer - May 2018 - 33

PEOPLE WILL OFTEN TELL YOU EXACTLY
WHAT'S GOING ON IF YOU ARE ACTIVELY
LISTENING TO WHAT THEY SAY."
enjoyable? I like people with who are
well-spoken, highly motivated and
respectful and part of respect is making time for people. Giving your time
is what makes people feel important.

HOW IMPORTANT IS
TRAINING TO YOUR STORE'S
SUCCESS?

I think on-going training is
important in all areas of the dealerships. Each manufacturer has things
they expect from their dealers. We
have a process that everyone will
go through in their department and
then we review training on a case-bycase basis. If we hire a new salesperson, for instance, he or she needs to
know our systems and processes.
This makes it easier on everybody
downstream and reduces the chance
of error dramatically. To me, it's a
responsibility of everybody in the
dealership that they do their own job
well; everybody else's job is depending on them. That's what I mean by
mutual respect. Do your job, do it
well, do it the way you were trained
and let the process run its course. It
saves time and reduces errors.

WHAT IS YOUR CUSTOMER
SERVICE PHILOSOPHY?

My father had a sign that used to
hang in his waiting room in the 60s
and it now hangs in my office: "The
only difference we believe... is in the
treatment that folks receive." That
sense of mutual respect is central
to our customer service philosophy.
People come in and if they are dealt
with professionally and respectfully,
and their car purchase is terrific,
they'll go and tell ten people. In New
York, if it's done poorly, they'll tell a
hundred people.

YOUR DEALERSHIP WON
HONDA'S ENVIRONMENTAL
LEADERSHIP PLATINUM
AWARD. WHAT DOES IT
MEAN TO BE A "GREEN"

DEALERSHIP?

It means we care about not
wasting natural resources. I think
it's important for my local community and the country at large not to
waste electricity, gas, water or any
resources, so I initiated a program
to reduce our energy consumption.
When you can replace a 1,000-watt
outdoor lightbulb with a 400-LED
fixture that gives brighter and
better light-and you'll never have
to change that bulb again-what is
there not to like? We installed solar
panels on our building and after
all the federal tax credits and the
electric company rebates, I think
our break-even was two years. It
provides a 15% offset of our electricity costs every year. Where can you
get a return like that?

ULTIMATELY, HOW DO YOU
MEASURE SUCCESS?

Usually, I say if I don't get hit on
the head, it's a good day, but the
true measure of success for me is,
customer retention and how do my
employees feel about working at the
dealership? I believe happy employees make for happy customers. My
family has been successfully selling
cars since 1944, so we've obviously
been doing something right.

WHAT WILL BE THE
BIGGEST CHANGES OR
CHALLENGES FACING THE
INDUSTRY IN THE COMING
YEARS?

On the changes side near term,
I think autonomous driving and
subscription services will arrive
first. I think our business models
are strong enough to adapt to all the
changes because everything doesn't
happen at once. Autonomous
functionality will arrive in cars the
way cruise control did but people
will continue to drive their cars for
some time. Yes, they may be able to

switch to autonomous driving on
certain roads under certain conditions and that will be fantastic.
The long-term knock-on effects of
self-driving will not just affect dealers but municipalities, real estate
the handicapped...it's huge. With
subscriptions services, if it catches
on, it will be treated as another form
of payment. Personally, I don't see
people changing in and out of their
cars that often. Cars and trucks are
our personal spaces. Regardless, of
what transpires, the franchised dealers already exist. Fleet companies,
mobility as a service companies, etc.
will still need to have their vehicles,
prepped, titled, registered, washed,
delivered and serviced and who
better than the over 16,000 new car
dealerships in the U.S.? It's a very
exciting time to be a dealer.

IF YOU COULD CHOOSE ONE
WORD TO DESCRIBE YOUR
EXPERIENCE AS A DEALER,
WHAT IS THAT WORD & WHY?

Eclectic. There are so many things
that a dealer has to be aware of to
run their dealerships and manage
their investments well. There are
international issues, national issues,
state issues, and local and regional
as well. These issues all intertwine
within the dealership every day,
from finance to healthcare. I think
you'll find that most dealers are a
pretty eclectic group. They come
from all different areas and have different disciplines. At heart, they're
all entrepreneurs. They are all managed risk-takers who are looking to
be successful. They basically want
to leave their part of the park a little
cleaner than when they got there,
because often in this industry, it is
another family member who will
pick up the torch. ■

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

M AY 2 0 1 8

33


http://www.DIGITALDEALER.COM

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

Digital Dealer - May 2018
Contents
Letter from the Show Director
Stop Waiting, Start Changing
Technology Does Not Replace Your People!
Key Buy/Sell Trends for 2018
What’s Tomorrow?
Save Today…Gone Tomorrow
Three Pointers to Maximize Purchased Unit Profitability
Your Best Advertising Target!
NADA Recap BY ARNOLD TIJERIN
Digital Dealer 24 Conference & Expo Recap
Put a Ring on It
“Voicemail:” Untapped Opportunity
10 Questions to Ask When Hiring a Social Media Manager
Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - CT1
Digital Dealer - May 2018 - CT2
Digital Dealer - May 2018 - Digital Dealer - May 2018
Digital Dealer - May 2018 - Cover2
Digital Dealer - May 2018 - 1
Digital Dealer - May 2018 - Contents
Digital Dealer - May 2018 - 3
Digital Dealer - May 2018 - Letter from the Show Director
Digital Dealer - May 2018 - 5
Digital Dealer - May 2018 - 6
Digital Dealer - May 2018 - 7
Digital Dealer - May 2018 - Stop Waiting, Start Changing
Digital Dealer - May 2018 - 9
Digital Dealer - May 2018 - Technology Does Not Replace Your People!
Digital Dealer - May 2018 - 11
Digital Dealer - May 2018 - 12
Digital Dealer - May 2018 - 13
Digital Dealer - May 2018 - Key Buy/Sell Trends for 2018
Digital Dealer - May 2018 - 15
Digital Dealer - May 2018 - 16
Digital Dealer - May 2018 - 17
Digital Dealer - May 2018 - 18
Digital Dealer - May 2018 - 19
Digital Dealer - May 2018 - What’s Tomorrow?
Digital Dealer - May 2018 - 21
Digital Dealer - May 2018 - Save Today…Gone Tomorrow
Digital Dealer - May 2018 - 23
Digital Dealer - May 2018 - Three Pointers to Maximize Purchased Unit Profitability
Digital Dealer - May 2018 - 25
Digital Dealer - May 2018 - Your Best Advertising Target!
Digital Dealer - May 2018 - 27
Digital Dealer - May 2018 - 28
Digital Dealer - May 2018 - 29
Digital Dealer - May 2018 - 30
Digital Dealer - May 2018 - 31
Digital Dealer - May 2018 - 32
Digital Dealer - May 2018 - 33
Digital Dealer - May 2018 - NADA Recap BY ARNOLD TIJERIN
Digital Dealer - May 2018 - 35
Digital Dealer - May 2018 - Digital Dealer 24 Conference & Expo Recap
Digital Dealer - May 2018 - 37
Digital Dealer - May 2018 - 38
Digital Dealer - May 2018 - 39
Digital Dealer - May 2018 - Put a Ring on It
Digital Dealer - May 2018 - 41
Digital Dealer - May 2018 - “Voicemail:” Untapped Opportunity
Digital Dealer - May 2018 - 43
Digital Dealer - May 2018 - 10 Questions to Ask When Hiring a Social Media Manager
Digital Dealer - May 2018 - 45
Digital Dealer - May 2018 - Omni-what? Your Dealership and the Emergence of the Omnichannel Approach
Digital Dealer - May 2018 - 47
Digital Dealer - May 2018 - 48
Digital Dealer - May 2018 - Cover3
Digital Dealer - May 2018 - Cover4
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