Digital Dealer - December 2019 - 26

C O V E R S TORY: Continued from pg. 25

job that are dull and boring and other
parts that are exciting. I'm fortunate
to be able to create my job around the
parts that motivate me the most.
I enjoy making sure we have the
right talent in the right spot and
helping those people to develop their
careers. I also enjoy the advertising,
marketing and social media side of
things. Between the dealerships and
racing, I believe I've found a core
recipe for success. At least that's my
hope.
DEALER MAGAZINE: What do you
look for when hiring new talent?
DEREK: A lot of it is by intuition
based on personality and how a person
carries himself. Mostly, the biggest
attribute I look for in a new hire is
someone who has the right attitude.
We can always train for the job.
I'm always super impressed with
our staff and what they're able to learn
and grow themselves into. Especially
when you start talking about social
media and digital marketing and all
that. We have people running those
departments who may not have had
any experience in that field before and
are now masters of it.
Our comptroller (Jessi Moore),
for example, started with us 17 years
ago answering phones. She stands
in for me when I am not here and
becomes my eyes and ears. She's a
very important and integral part of my
team.
DEALER MAGAZINE: Which
software tools do you use?
DEREK: For inventory
management, we use FirstLook.
Our DMS is CDK, and that's across
all three stores. It's one area where
we like to ensure everyone's on the
same page and using the same basic
platforms. There may be times where
someone has to bounce from one
store to the other, and it's helpful
for the new store to not be a foreign
environment.
DEALER MAGAZINE: How do you
utilize social media to drive more
26

DECEMEBER 2019

traffic to your store?
DEREK: Social media is a totally
moving target. I feel the racing side of
our story is kind of low-hanging fruit
in the social media world. My racing
makes it easier to make an impact
and get a lot of likes and get a lot of
attention. Brooke's FastLife videos
serve as kind of a conduit between
running a dealership and racing cars.
Like for many dealers, our digital
strategy has meandered over the last
ten years. We were early adopters
of using the Internet as a sales tool.
The truth is, there are so many shiny
objects out there-this widget is better
than that widget-that it is sometimes
hard to know what to focus on.
For the last several years, we've tried
to emphasize our own website and
focus on driving people there. That's
where AutoLeadStar helps, especially
their Connect product. We're very
reliant on that solution because it
connects our sites to customers and
provides our best leads and highest
closing ratio leads. They put our data
into a format that helps us to make
good, timely decisions. They've become
the one partner that we couldn't live
without at this point.
DEALER MAGAZINE: Are you
doing anything special to bring more
millennials into your store as either
new hires or new customers?
DEREK: On the employee side, I
believe our reputation as a communityinvolved local business is something
that resonates with millennials. We
do a lot of non-profit and charity
work, which helps keep our name out
there. We also foster a family-first
culture in our stores. I like the idea
that employees can attend their kid's
dance recital or Little League game.
We try to create an environment
where employees can enjoy some of
the luxuries, benefits, and flexibility
that I've been able to enjoy as the store
owner.
Attracting millennials as customers
means staying relevant on social media.

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

Even the type of advertising we do
on television is catered to not push
away millennials and also, at the same
time, to not push away some of our
traditional customer base. We don't
do a lot of typical in-your-face price
product stuff. Our ads promote our
stores as a warm, supportive place
for customers, a place where they'll
be taken care of. I think that speaks
more to millennials than traditional
automotive advertising.
DEALER MAGAZINE: How
does TC Chevy ensure customer
satisfaction?
DEREK: The willingness to go
above and beyond. One of the lessons
I learned from a former partner (Dave
Mills) who ran the Chevrolet store in
Medford was to never look at the price
first before making a decision. Just
do the right thing for the customer no
matter what it's going to cost.
It takes a lot of money, time, and
effort to get a potential customer to
even look at us and then experience
us. You can't afford to lose that.
Once you get them inside your door,
you have to make sure they leave a
customer.
DEALER MAGAZINE: What are
the greatest challenges facing your
dealership group?
DEREK: Hiring. We're lucky that
we've got a pretty stable employee
base and lots of people that have been
here for a very long time. But in the
same breath, it is the car business, and
there is turnover here and there. It's
hard to find good people willing to put
in the type of work and dedication it
takes to be successful in our business.
DEALER MAGAZINE: What one
word or expression best describes
you?
DEREK: Integrity.
Honesty is the number one driver
in our store. We require and expect
the highest level of integrity and
honesty in dealing with customers,
vendors, and each other. ■


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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