Digital Dealer - August 2018 - 4
From the
Show Director
Dear Readers,
Our cover story this month features Phil Mitchel of Sunset Auto Family (founded as Sunset
Chevrolet in 1920). Today, this family of dealerships is more than just the oldest Chevrolet
dealership in Washington state; it is a state and
national leader in sales and customer retention.
For the past 15 years, Sunset Chevrolet has
been the #1 Volume Chevrolet dealer in the
entire state of Washington. Additionally, Sunset
Chevrolet is a repeat winner of Chevrolet's
"Mark of Excellence - Genuine Leader" award
and consistently appears high on Chevrolet's
Service Customer Retention rankings among
Chevrolet dealerships.
In 2011, Phil Mitchell became Sunset's sole
owner, capping an amazing success story that
started with Phil working as a lot attendant at
age 14. Under his leadership, Sunset Chevrolet
embarked on an acquisition path, purchasing
several dealerships since 2013: Sunset Ford
(Sumner), Sunset Kia (Auburn), Sunset Mitsubishi (Auburn), Sunset Trucks (Puyallup), and
Sunset RV (Bonney Lake).
In the interview on page 26, Phil discusses his
4
AUGUST 2018
D I G I TA L D E A L E R . C O M
remarkable journey from lot kid to owner, and
shares his thoughts on a range of topics, from
the company's innovative and popular "Right
from the Start" clinics to their full-time commitment to customer satisfaction and retention.
Before closing this letter, I would like to draw
your attention to our special Digital Dealer 25
Conference & Expo Guide (inserted in this issue). The guide features a sampling of the 100+
educational sessions, agenda highlights, and
innovative exhibitors coming to DD25!
For more details, visit DigitalDealer.com/Conference (use promo code DDDM1 to save $100).
Have a wonderful month!
Sincerely
Sincerely,
David Southworth
- David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com
http://www.DigitalDealer.com/Conference
http://www.DigitalDealer.com/Conference
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - August 2018
Digital Dealer - August 2018
Contents
Message from the Show Director
How to Spot Potential Leaders in Your Organization
Bridge the Gap Between Where You Are and Where You Want to Be
Are You Organized for Success?
BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Accountability: The Centerpiece of Success in Fixed Ops
14 Ways to Recruit Technicians
Disciplined Innovation
What the Companies With the Worst Reputations All Have in Common
The CRM of Tomorrow, Today
Interview With Phil Mitchell of Sunset Auto Family
2 Messages From Dissatisfied Customers
Why Reviews from the Decision-Maker Matter
The 3 Essential Traits of High-Profit F&I Managers
Price Is the Easiest Part of My Job
Phone Power!
8 Tactics to Help You Stand out on Social Media
5 Signs It’s Time to Part Ways With Your Conversion Tools
Direct Response: Now More Than Ever
Digital Dealer - August 2018 - Digital Dealer - August 2018
Digital Dealer - August 2018 - Cover2
Digital Dealer - August 2018 - 1
Digital Dealer - August 2018 - Contents
Digital Dealer - August 2018 - 3
Digital Dealer - August 2018 - Message from the Show Director
Digital Dealer - August 2018 - 5
Digital Dealer - August 2018 - How to Spot Potential Leaders in Your Organization
Digital Dealer - August 2018 - 7
Digital Dealer - August 2018 - Bridge the Gap Between Where You Are and Where You Want to Be
Digital Dealer - August 2018 - 9
Digital Dealer - August 2018 - 10
Digital Dealer - August 2018 - 11
Digital Dealer - August 2018 - Are You Organized for Success?
Digital Dealer - August 2018 - 13
Digital Dealer - August 2018 - BMW and Mazda Incentive Program Changes May Violate Franchise Laws
Digital Dealer - August 2018 - 15
Digital Dealer - August 2018 - Accountability: The Centerpiece of Success in Fixed Ops
Digital Dealer - August 2018 - 17
Digital Dealer - August 2018 - 14 Ways to Recruit Technicians
Digital Dealer - August 2018 - 19
Digital Dealer - August 2018 - Disciplined Innovation
Digital Dealer - August 2018 - 21
Digital Dealer - August 2018 - What the Companies With the Worst Reputations All Have in Common
Digital Dealer - August 2018 - 23
Digital Dealer - August 2018 - The CRM of Tomorrow, Today
Digital Dealer - August 2018 - 25
Digital Dealer - August 2018 - Interview With Phil Mitchell of Sunset Auto Family
Digital Dealer - August 2018 - 27
Digital Dealer - August 2018 - 28
Digital Dealer - August 2018 - 29
Digital Dealer - August 2018 - 30
Digital Dealer - August 2018 - 31
Digital Dealer - August 2018 - 2 Messages From Dissatisfied Customers
Digital Dealer - August 2018 - 33
Digital Dealer - August 2018 - Why Reviews from the Decision-Maker Matter
Digital Dealer - August 2018 - 35
Digital Dealer - August 2018 - The 3 Essential Traits of High-Profit F&I Managers
Digital Dealer - August 2018 - 37
Digital Dealer - August 2018 - Price Is the Easiest Part of My Job
Digital Dealer - August 2018 - 39
Digital Dealer - August 2018 - Phone Power!
Digital Dealer - August 2018 - 41
Digital Dealer - August 2018 - 8 Tactics to Help You Stand out on Social Media
Digital Dealer - August 2018 - 43
Digital Dealer - August 2018 - 5 Signs It’s Time to Part Ways With Your Conversion Tools
Digital Dealer - August 2018 - 45
Digital Dealer - August 2018 - Direct Response: Now More Than Ever
Digital Dealer - August 2018 - 47
Digital Dealer - August 2018 - 48
Digital Dealer - August 2018 - Cover3
Digital Dealer - August 2018 - Cover4
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