Digital Dealer - August 2019 - 22

Road Trip to DD27 | AUG 19-21, 2019 | Las Vegas

Cover Story (Continued from pg. 21)

You have to really care about what's
going on and the people you work with.
Your employees are the difference
makers to your company's success.
Respect the families they leave behind
every day to come to work, sometimes
long days, holidays, weekends. You
can never take them for granted. Our
ownership has always pressed that
we care about our employees first and
customers second. We believe it has a
natural cascading effect on everyone
and it shows.
I am a prime example. You can
start in this industry at any level and
move up. The sky's the limit. We
find the right people and then train
them to lead by example. This means,
sometimes you have to be the first
person in and the last person out. You
have to show them that you're just
as willing to get your hands dirty as
anybody else. And you got to work on
the floor as a leader. You can't do it
from an office.
DEALER MAGAZINE: When you
look for talent, how do you find the
right person?
DAWN: I look for a customer service
attitude. For instance, in my experience
people who have been in the retail
business, whether it's a restaurant job
or in a mall store or whatever, make
for good candidates. I look for people
who like to smile and keep their eyes
wide open and are eager to learn. Some
people work well in a cubicle while
others prefer to work directly with
customers. Our goal is to figure out
where an employee matches best and
put them in that position with a better
chance at success.
For example, we have this young
man working in parts shipping and
receiving. When we saw him working a
front counter position with customers,
we saw a greater potential. There was
just something special we really liked
and thought he might be a good fit as a
service advisor. So, we moved him over
to our Toyota Express Maintenance
team. We were right. He turned out to
22

AUGUST 2019

be our #1 service advisor for the year in
customer care and sales.
DEALER MAGAZINE: As a woman
in a male-dominated industry,
have you encountered any special
challenges?
DAWN: I have been blessed to watch
positive changes from the 90's to
today. Because my name is Dawn vs.
Don it can be confusing for customers.
However, it has never bothered me.
Instead, I would place the customer
with the person who best suited their
needs. My husband sometimes has
been more offended because at an
event or conference a man will begin
talking with him until my husband
says: my wife is actually the one you
want to talk to. After 35 years of
marriage and my career, my husband
remains my biggest fan. I actually
feel being a woman in this business is
an asset as we see things differently,
communicate differently, multi-task
well, and are more open with our
emotions. When a negative situation
happened, I would just work my way
around it.
DEALER MAGAZINE: What
advice would you give other women
considering a career in retail
automotive?
To get into it! Realize you have so
many opportunities and we do bring
a different perspective, perhaps a
warmer approach. We're different as
men and women. Keep an open mind.
Lose the chip. You can be strong and
still have warmth. Just find a company
that lets you excel and loves to promote
from within, like I found here at TitusWill.
DEALER MAGAZINE: What
separates the Titus-Will brand from
other brands in the area?
DAWN: Reputation. We've been
voted the Best Automotive Dealer
in the South Sound for seven
years running. We're proud of our
exceptional customer service scores,
comments, and retention.
We're in a unique market here,

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

because there are two Toyota dealers
in the same city, within five and a
half miles of each other. It can create
confusion, especially for shoppers
doing their research online. We want
to make sure they're finding our store.
Our website must be clear and userfriendly.
Another brand separator for us is
our longevity. We've had a Toyota
franchise since the 80s. This is true
for our employees, as well. Some of
our salespeople and staff have been
with us for 10, 20, 30 years. We had a
salesperson just retire after 34 years
with us. We have tremendous tenure
at the store, which leads to building
a strong base of repeat customers
and referrals. I think partly for these
reasons, we're the #1 Toyota dealer in
Tacoma.
And a third is our Titus-Will
Protected plan.
DEALER MAGAZINE: What is that
plan, why did you choose it and has it
been successful?
DAWN: I'll answer the last part of
your question first. It's been extremely
well received. That's because we
invested in making sure our people
understood it and how to talk about it.
We rolled out our protection program
on May 1 of this year and trained
our staff, every employee of every
department with meetings and rallies,
and I was at each one of them. Your
staff has to be confident, understand
the program, and value and create the
excitement.
We chose Binary Automotive
Solutions, and they matched us up with
an incredible warranty program for
all nine rooftops. When we went into
the deal, we had to make sure it was
legitimate and our customers would
not have to go through any nonsense,
such as prior approval to get their oil
changed someplace else. We wanted
a lifetime policy that also included
roadside assistance and an upgrade
policy and is a benefit to the customer
Continued on pg. 24


http://www.DIGITALDEALER.COM

Digital Dealer - August 2019

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

Digital Dealer - August 2019
A Message from the Show Director
Generational Leadership
Leasing Is Now - Know the Maintenance Requirements or Else
What You Don't Know Can and Will Hurt You
The Customer Buy Center: A Better Way to Build Inventory
Level Up: Drive a Better Clicks-to-Bricks Connection
Interview with Titus-Will Toyota
Inside Digital Dealer 27
Reaching for High-Star Ratings
You Keep Talking, But Are Your Customers Listening?
16 Ways to Damage Your Professional Brand & Fail at Social Selling
Why Public Relations Is Essential for Your Dealership
Using Facebook to Jumpstart Your Loyalty and Retention Programs
‘Medium and Message’ Magic!
3 Simple Ways to Communicate Better with Your Customers and Increase Sales
The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - Digital Dealer - August 2019
Digital Dealer - August 2019 - Cover2
Digital Dealer - August 2019 - 1
Digital Dealer - August 2019 - 2
Digital Dealer - August 2019 - 3
Digital Dealer - August 2019 - A Message from the Show Director
Digital Dealer - August 2019 - 5
Digital Dealer - August 2019 - Generational Leadership
Digital Dealer - August 2019 - 7
Digital Dealer - August 2019 - Leasing Is Now - Know the Maintenance Requirements or Else
Digital Dealer - August 2019 - 9
Digital Dealer - August 2019 - What You Don't Know Can and Will Hurt You
Digital Dealer - August 2019 - 11
Digital Dealer - August 2019 - 12
Digital Dealer - August 2019 - 13
Digital Dealer - August 2019 - The Customer Buy Center: A Better Way to Build Inventory
Digital Dealer - August 2019 - 15
Digital Dealer - August 2019 - Level Up: Drive a Better Clicks-to-Bricks Connection
Digital Dealer - August 2019 - 17
Digital Dealer - August 2019 - Interview with Titus-Will Toyota
Digital Dealer - August 2019 - 19
Digital Dealer - August 2019 - 20
Digital Dealer - August 2019 - 21
Digital Dealer - August 2019 - 22
Digital Dealer - August 2019 - 23
Digital Dealer - August 2019 - 24
Digital Dealer - August 2019 - 25
Digital Dealer - August 2019 - Inside Digital Dealer 27
Digital Dealer - August 2019 - 27
Digital Dealer - August 2019 - 28
Digital Dealer - August 2019 - 29
Digital Dealer - August 2019 - Reaching for High-Star Ratings
Digital Dealer - August 2019 - 31
Digital Dealer - August 2019 - You Keep Talking, But Are Your Customers Listening?
Digital Dealer - August 2019 - 33
Digital Dealer - August 2019 - 16 Ways to Damage Your Professional Brand & Fail at Social Selling
Digital Dealer - August 2019 - 35
Digital Dealer - August 2019 - Why Public Relations Is Essential for Your Dealership
Digital Dealer - August 2019 - 37
Digital Dealer - August 2019 - Using Facebook to Jumpstart Your Loyalty and Retention Programs
Digital Dealer - August 2019 - 39
Digital Dealer - August 2019 - ‘Medium and Message’ Magic!
Digital Dealer - August 2019 - 41
Digital Dealer - August 2019 - 3 Simple Ways to Communicate Better with Your Customers and Increase Sales
Digital Dealer - August 2019 - 43
Digital Dealer - August 2019 - 44
Digital Dealer - August 2019 - 45
Digital Dealer - August 2019 - The Push for Increased Fuel Economy Continues: How Can Fixed Ops Contribute?
Digital Dealer - August 2019 - 47
Digital Dealer - August 2019 - 48
Digital Dealer - August 2019 - Cover3
Digital Dealer - August 2019 - Cover4
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