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

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

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DECEMBER 2017

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

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