Digital Dealer - February 2019 - 2

Contents

A Message from the Show Director
BY MATTHEW RAMIREZ

SHOW DIRECTOR
Matthew Ramirez
matthew.ramirez@digitaldealer.com

C O V E R S TORY

18 Interview with 2019 NADA Chairman

EDITORIAL

COVER PHOTO BY JASON GILMORE

S P E CIAL COVERAGE

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

32 Pre-Show Highlights: Digital Dealer 26 Sessions

ADVERTISING

DEALER OPS
& MANAGEMENT

D I G I TA L R ETA I LIN G

28 How to Prepare for
Digital Retailing

L E A D E RS HIP

BILL WITTENMYER

Seven Truths That
Maximize Talent

TR A D I TI ON A L

30 The Power of Aggressive
Broadcast Negotiation!

BY DAVE ANDERSON
S P E N D M ANAGEM ENT

Leaders Simplify the Complex
BY DOUG AUSTIN

L E A D ERS HIP

12 Pioneering the Unknown

BY JIM BOLDEBOOK
SE O / S EM

35 The Biggest Thought Shift
You Need to Make This Year
BY GREG GIFFORD

BY CHAMP RAWLS

14 Tesla Suffers Another Setback
BY RICHARD SOX, ESQ.
L E A D ERS HIP

An Advocate Leading
Your Team to Victory
BY CHUCK BARKER

MARKETING
& ADVERTISING
WE B S I T E /CHAT

22 New Year and New Changes:
Stop Looking for the Magic Pill
BY CAROL MARSHALL
C U S TO M E R E XPERIENCE

24 Create a Lasting Impression
BY JENNIFER LIBIN

26 How to Safeguard Your
Dealership's Social Media
Accounts

FEBRUARY 2019

Advertising Sales
Sponsorships@digitaldealer.com

ART
Creative Director Linda Fisher

PRODUCTION
Production Manager Vicki Peck

MARKETING
Marketing Manager Lindsey C. Kostura
Marketing Coordinator Meagan Rice

Operations Manager Chantelle Bean

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

F& I

38 Three Ways to Fix "F&I Apathy"
on Your Showroom
BY TONY TROUSSOV CSP

EMERALD EXPOSITIONS

FI X E D OP S

Interim President and CEO
Philip Evans

40 Collision Estimator Interactions

Chief Information Officer
Bill Charles

BY ED KOVALCHICK
H I R I N G/ TR A IN I N G

42 6 Questions to Ask Associates
to Evaluate Their Customer
Service Skills
BY KATIA TIKHONRAVOVA
F& I

44 Why Word Tracks Fail You,
and What You Can Do About It

Executive Vice President
Darrell Denny
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President, Human Resources
Eileen Deady

FI X E D OP S

46 Creating a Sales Culture
in Fixed Ops!
BY CHARLIE POLSTON

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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should be sought. From a Declaration of Principles jointly adopted by a Committee of the American Bar Association
and a Committee of Publishers.

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com

BY MIKE HIRSCHFIELD

S O C I A L M E DIA

BY KATHI KRUSE

Sales Executive Greg Ree
Gree@digitaldealer.com

CONFERENCE

SALES &
VARIABLE OPS

L E G A L/RE GUL ATORY

Sales Executive Kerry Harrington
Kerry.Harrington@digitaldealer.com

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

Volume 26, Issue 2, Dealer magazine (ISSN 15376141) 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.

A publication of
Emerald Expositions

http://www.DIGITALDEALER.COM

Digital Dealer - February 2019

Table of Contents for the Digital Edition of Digital Dealer - February 2019