Digital Dealer - April 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

16 Interview with Apple Chevrolet

EDITORIAL

COVER PHOTO BY BRIAN MCCONKEY

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

S P E CIAL F EAT URES

ADVERTISING

22 DD26 Pre-Show Highlights

DEALER OPS
& MANAGEMENT
F I X E D OP E RAT IONS

Conquesting Through Service
BY SCOT EISENFELDER

F I X E D OP E RAT IONS

Pricing Strategy: Dare to Compare
BY ED KOVALCHICK

F I X E D OP E RAT IONS

11 Policy & Shop Supply Abuse

D ATA & A N A LYTI C S

32 It's Time to Stop Guessing About
Your Marketing ROI
BY IIANA SHABTAY
SE O / S EM , PP C , S O C IA L M ED I A

34 Embracing the Essential
Digital Media Mix
BY ALEX MELEN

12 A Hiring Optimization
Framework to Grow Revenue
& Attract Qualified Applicants
S U C C E S S ION PL ANNING

14 Automotive Manufacturers New
Direction Affects Long-Term
Dealer Planning
BY DAVID WEAVER

MARKETING
& ADVERTISING
D ATA & ANALYT ICS

R E P U TAT ION & L OYALT Y

30 Digital Word-of-Mouth: The
Overlooked Hero During a
Slowing Auto Economy

38 Social Selling: 4 Keys
to Selling on Facebook
BY CAVAN ROBINSON

40 4 Strategies for Effective
Dealership Marketing on Facebook
BY GABRIELLE GARRISON

SALES &
VARIABLE OPS
FI N A N C E & I N SU R A N C E

42 How to Create an Employee
Pipeline for Your F&I Dept.

PRODUCTION

Production Manager Vicki Peck
Marketing Manager Lindsey C. Kostura

CONFERENCE

Operations Director Julie Freedman

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

EMERALD EXPOSITIONS
Interim President and CEO
Philip Evans
Chief Information Officer
Bill Charles
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

44 The 4 Laws of Influential
Conversations
BY MIKE HIRSCHFIELD
FI X E D OP E R ATIO N S

46 Upsell Process
BY CHELSEA HEIL
LEA D H A N D LIN G /M A N A GE M EN T

47 Sustaining a Successful BDC
BY JOHN SEVIER
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
part without written permission from the publisher. All rights reserved. The publisher encourages you to submit
suggestions. Submitted materials become the property of Emerald Expositions and will not be returned. Send
material for publication to 2600 N. Military Trail, Suite 390, Boca Raton, FL 33431. The editor reserves the right
to edit material; submission of material constitutes permission to edit and publish that material. This publication is
designed to provide accurate and authoritative information in regard to the subject matter covered. It is presented
with the understanding that the publisher is not engaged in rendering legal, accounting or other professional
service. If legal advice or other expert assistance is required, the services of a competent professional person
should be sought. From a Declaration of Principles jointly adopted by a Committee of the American Bar Association
and a Committee of Publishers.

APRIL 2019

Creative Director Linda Fisher

FI N A N CE & I N SU R A N C E

BY CASEY TUGGLE

ART

Marketing Coordinator Meagan Rice

BY TONY TROUSSOV CSP

28 When Analytics Lie

Advertising Sales
Sponsorships@digitaldealer.com

MARKETING

SO C I A L ME D I A

BY RYAN KOHLER

Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com

D I G I TA L R ETA I LIN G

SO C I A L ME D I A

H I R I N G/T RAINING

Sales Executive Greg Ree
Gree@digitaldealer.com

36 Facilitating Online Car Buying
Without Losing Profit or Control
BY BILL WITTENMYER

BY KEN ROCK

BY CAROL MARSHALL

Sales Executive Kerry Harrington
Kerry.Harrington@digitaldealer.com

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

Dealer Magazine is a trademark owned
exclusively by Emerald Expositions, LLC.
Copyright © 2019. Emerald Expositions, LLC
All rights reserved.
Volume 26, Issue 4, Dealer magazine (ISSN 1537-6141)
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 - April 2019

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