Digital Dealer - July 2018 - 31

there were so many different solutions
and tools on the plane with different
coding and setup that they did not
communicate well together, and they
would fail. That's what happens when
you try to plug in all these different
solutions; they never work really well
together. If you had it all built together
at the same time, it is going to be most
efficient and reliable.
QUESTION: How important is
training or on-going education to the
success of your eCommerce program?
ANSWER: It is tremendous.
Training is a core value of the Jeff
Wyler Automotive Family. We have
a dedicated, modern training center
where every sales rep, every sales
manager, and every fixed ops manager
has mandatory training at least four
times a year in that facility. We also
feature guest speakers, including
speakers from Google, a 28-year Navy
SEAL Team Six veteran, and an NFL
Hall of Famer. We had national trainer
Joe Webb, of DealerKnows, in recently.
We have a full-time leadership trainer,
as I mentioned before. Part of our
eCommerce team visits stores every
month on-site for training. When we
got to the store, we're looking for where
the immediate needs are. The other
thing that's important to emphasize
that makes us so different is when we
have the training here at our training
center. Jeff Wyler, or his son, David
Wyler, will personally introduce each
session. That sends a message from the
very top about how important training
is to us.
QUESTION: I think that's great
because training is definitely a topdown commitment and if you don't
have buy-in from ownership, it's going
to fail.
ANSWER: We literally designed our
new headquarters here several years
ago with their offices right outside the
training center, so they could walk right
out and into the training center. That's
how big training is here at Jeff Wyler
QUESTION: What do you look for

when hiring new employees?
ANSWER: Someone who
understands the realistic expectations
of retail. Retail is all about the
customer, and that means to be
consumer-facing, you must be available
when they're ready to shop. That can
mean working evenings and weekends.
Just like restaurants and department
stores, retail hours are part of the job.
We recently introduced some screening
tests to help us identify those who are
the best fit for sales, service, etc., which
is helping us. It's a personality test. I
wasn't the one who selected it, but it
has made a big difference.
QUESTION: If you could only
choose one technology tool to help Jeff
Wyler succeed, which tool would it be
and why?
ANSWER: Instead of choosing a
tool, I would make one. If there was a
magical tool that would give us the best
digital marketing mix with the highest
return that would be unbelievable.
QUESTION: You just gave a million
programmers their next big idea.
ANSWER: Well, they've been trying
to do it for years, with attribution and
so on. I don't know if that will ever
happen- however, I would share,
they came close. When Google came
out with their initial data attribution
models, their goal was to be able
to show the online buying process
from front to back. However, with
the rise in data privacy protection,
that will likely not happen. I think I
might have been the first person in
our industry to get on a stage and talk
about data attribution. And I talked
about that vision of seeing the buying
process from front to back. I feel as if
I might have stirred up a lot of trouble
because now it has changed so much
and attribution is being abused. It's a
slippery slope.
QUESTION: What attracted you to
the auto retail business initially and
why did you choose to make it your
career?
ANSWER: Initially, it was the

challenge. And that's the former
Naval aviator in me. Jeff Wyler gave
me carte blanche to do whatever it
would take to put them at the forefront
of eCommerce. That was the clear
direction they gave me. They said, you
let us know what you need; you have
our entire support. You put us at the
front. What made me decide to make
it my career was the people. I have
grown to love the people I work with
and lead. Jeff Wyler is leading the
industry in automotive eCommerce. I
see my role as transitioning. I was one
of the early pioneers in eCommerce.
I challenge my friends and my peers,
it is now our responsibility to mentor
and uplift the next generation that's
going to take this over. I try to find
young speakers and people who are
out there, that's the fun. It's selfless,
not selfish.
QUESTION: What is the future of
automotive retailing?
ANSWER: From a dealership
perspective, to be profitable we have
to continue to grow and become
more efficient. I think you're going to
see fewer dealerships overall. More
consolidation in the industry, with
that drive toward efficiency. I think
you're going to see more and more car
purchases taking place online. I think
you're going to see new car prices
eventually become fixed, to protect the
franchise dealers.
And the last thing I would share
is that consumers want affordable
and flexible car ownership solutions
without long-term commitments.
That's why we're testing Wyler
FastLane, the first auto subscription
service in the Midwest, to see if we
can better meet those customers'
expectations.
My biggest challenge to others
right now is that as an industry the
best people to disrupt automotive is
ourselves, and we need to do that with
strong leadership. If I'm going to be
Moses on the mountain, that is my
message. ■

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

J U LY 2 0 1 8

31


http://www.DIGITALDEALER.COM

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

Digital Dealer - July 2018
Contents
Message from the Show Director
Learning Leadership From Coach John Wooden
Anatomy of a Dealership That Gets Superior Results
Internal vs. External Buy-Sell?
FOMO (Fixed Ops Manager’s Objectives)
So Many Used Cars, so Little Time
Dealership Real Estate – to Invest or Not?
Commentary: Online-Only Car Sales Are Hurting the Industry
Your Supplier Base Is Costing You Big Money
Interview With Kevin Frye of Jeff Wyler Automotive Family
To Text or Not to Text?
Figuring out What F&I Products Your Customers Need
Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
The ‘BIG 5’ of Marketing Success!
10 Reasons Why Your Facebook Page Is Failing
Why Digital Retail Is Great News for Automotive
How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - CT1
Digital Dealer - July 2018 - CT2
Digital Dealer - July 2018 - Digital Dealer - July 2018
Digital Dealer - July 2018 - Cover2
Digital Dealer - July 2018 - 1
Digital Dealer - July 2018 - Contents
Digital Dealer - July 2018 - 3
Digital Dealer - July 2018 - Message from the Show Director
Digital Dealer - July 2018 - 5
Digital Dealer - July 2018 - Learning Leadership From Coach John Wooden
Digital Dealer - July 2018 - 7
Digital Dealer - July 2018 - Anatomy of a Dealership That Gets Superior Results
Digital Dealer - July 2018 - 9
Digital Dealer - July 2018 - 10
Digital Dealer - July 2018 - 11
Digital Dealer - July 2018 - Internal vs. External Buy-Sell?
Digital Dealer - July 2018 - 13
Digital Dealer - July 2018 - FOMO (Fixed Ops Manager’s Objectives)
Digital Dealer - July 2018 - 15
Digital Dealer - July 2018 - So Many Used Cars, so Little Time
Digital Dealer - July 2018 - 17
Digital Dealer - July 2018 - Dealership Real Estate – to Invest or Not?
Digital Dealer - July 2018 - 19
Digital Dealer - July 2018 - 20
Digital Dealer - July 2018 - 21
Digital Dealer - July 2018 - Commentary: Online-Only Car Sales Are Hurting the Industry
Digital Dealer - July 2018 - 23
Digital Dealer - July 2018 - Your Supplier Base Is Costing You Big Money
Digital Dealer - July 2018 - 25
Digital Dealer - July 2018 - Interview With Kevin Frye of Jeff Wyler Automotive Family
Digital Dealer - July 2018 - 27
Digital Dealer - July 2018 - 28
Digital Dealer - July 2018 - 29
Digital Dealer - July 2018 - 30
Digital Dealer - July 2018 - 31
Digital Dealer - July 2018 - To Text or Not to Text?
Digital Dealer - July 2018 - 33
Digital Dealer - July 2018 - Figuring out What F&I Products Your Customers Need
Digital Dealer - July 2018 - 35
Digital Dealer - July 2018 - Bridge the Gap Between Offline Car Sales and Online Actions With Facebook's Offline Conversions
Digital Dealer - July 2018 - 37
Digital Dealer - July 2018 - The ‘BIG 5’ of Marketing Success!
Digital Dealer - July 2018 - 39
Digital Dealer - July 2018 - 40
Digital Dealer - July 2018 - 41
Digital Dealer - July 2018 - 10 Reasons Why Your Facebook Page Is Failing
Digital Dealer - July 2018 - 43
Digital Dealer - July 2018 - Why Digital Retail Is Great News for Automotive
Digital Dealer - July 2018 - 45
Digital Dealer - July 2018 - How to Drive Automotive Leads With Facebook
Digital Dealer - July 2018 - 47
Digital Dealer - July 2018 - 48
Digital Dealer - July 2018 - Cover3
Digital Dealer - July 2018 - Cover4
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