Digital Dealer - December 2019 - 25

O P P O S I T E PA G E : P H O T O S C O U R T E S Y O F D E R E K D E B O E R ; P H O T O S B Y B R I A N C L E A R Y

supporting my efforts. It's the people
on the team that really make the
difference.
DEALER MAGAZINE: Your wife is
a filmmaker and has been filming your
exploits over the years. Are these films
available for public viewing?
DEREK: Yes, of course. Among her
many talents, Brooke is an amazing
filmmaker. Her short films about our
family and my racing life are available
on Amazon Prime under the title of
"Fastlife." It's not just about my racing
or me. It's a wonderful behind-thescenes look at what we do, challenges,
failures, successes, the ups and downs
with chasing our dreams. Mine is to
race cars; hers is to make movies.
My entire family is involved in the
story, and our daughters are kind of
involuntarily along for the ride. The
first two seasons are included with
Amazon Prime, with more current
episodes and clips on YouTube. It's

other partners to the group. They all
had a stake in the store they were
running, and that relationship lasted
until the three guys were ready to
retire, which was two years ago.
I'm now in my second year with
a fresh team, and I'm following the
same business model. I have partners,
and those partners each have a stake
in their store. That is what allows me
to go racing. I'm lucky my partners
and I see eye-to-eye about running a
dealership. I'm very proud of the way
we run our stores.
DEALER MAGAZINE: What
separates TC Chevy from the
competition?
DEREK: Without sounding too
redundant, I'd like to say it's the team,
as well as the family culture we have
created here and thrive on. We have
a concept of putting our employees
first with the belief that, that means
they're going to put their customers

get a full commission.
We have a different kind of
commission structure at the Ashland
store. Salespeople all work together
and share in the pooled commission
at the end of the month. At the time
we started our shared commission
plan, lots of people told me it wouldn't
work. But with the right team in place,
it's been part of the store's success.
It creates a sales environment where
everyone focuses on the customer and
takes care of them.
As a result, I've seen some unique
behavior from salespeople, where
they're working together and have
each other's back. People are willing
to cover for other people so they can
have family time. They know it's all
going toward the same goal. It's been
pretty cool.
DEALER MAGAZINE: As an owneroperator, do you see yourself as more
of a delegator type or hands-on type?

...MY ROLE AT THE DEALERSHIP IS BETTER
BECAUSE OF WHAT I'VE LEARNED FROM RACING.
I'VE LEARNED SO MUCH ABOUT MANAGING A TEAM,
TEAMWORK, CAMARADERIE, AND COMMUNICATION."
been fun. You can check it out at
www.fastlife.tv.
DEALER MAGAZINE: Are there any
similarities between racing cars and
managing a dealership?
DEREK: There are definitely a lot of
similarities. I honestly think my role
at the dealership is better because of
what I've learned from racing. I've
learned so much about managing a
team, teamwork, camaraderie, and
communication. For me to be able to
devote part of my time to racing, I had
to surround myself with car people
who, quite frankly, and I don't mind
admitting, were better at my job than
I was.
I've been able to empower a really
great team and follow a model my dad
used when he started the auto group
back in 1981. He brought in three

first. Happy employees are more
likely to take care of the customer
no matter what. With that goal in
mind, we provide a very low-pressure
environment. Customers can visit our
store and feel like they are part of the
family.
DEALER MAGAZINE: Are your
sales compensation plans based on
commission, salary or a combination?
DEREK: My home base is in our
Ashland store, T.C. Chevy. Quite
often, I'll use that store as a guinea
pig to test new ideas. For instance,
I always hated the feeling that a
customer would have on the sales floor
when they worked with, Jerry, as an
example, the day before and return
the next day to discover Jerry's off
and nobody really wants to help them
because they know they're not going to

DEREK: First, I'd like to mention
that Ralph Emerson fills the general
manager role at TC Chevy. The other
two stores in our group have separate
GMs as well. Steve Miller is the
general manager and partner at our
Airport Chevrolet Buick GMC Cadillac
store; Randy Nidalmia is the general
manager and partner at Southern
Oregon Subaru. It's an incredible
team. I'm the owner-operator of our
Ashland store, as well as vice president
of the three-store operation.
To answer your question, I'm very
hands-on in many aspects of the
business. We focus on finding the
strength each person brings to their
job and allowing them to shine in a
position that works best for them. As
in any business, there are parts of the

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

Continued on pg. 26

DECEMEBER 2019

25


http://www.fastlife.tv http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

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

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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