Digital Dealer - December 2019 - 48

S A L E S & VA RIA BL E OPS: Fixed Operation s Continued from pg. 47

IT IS A WIN-WIN FOR EVERYONE. THE CUSTOMER
WINS THROUGH LESS COSTLY CATASTROPHIC
FAILURE AND YOU WIN WITH AN INCREASED
REVENUE."
It's not exactly pent-up
demand... but it is pent-up
need! My friends, that is
over $250 per car of low
hanging fruit. Of course,
you won't get all of it; but
you'll get at least a third of
it - if you ask.
DEALERSHIP SERVICE SHARE

Last year, dealership
customer-pay service and
parts sales exceeded $39
billion. That's the highest
ever! While that is still just
a fraction of the total $252
billion market, it represents an increased market share over previous
years. Time out. Consider
the last two statistics:
Dealers sold $39 billion
and left $69 billion on the
table. You could increase
your business by 25%,
50%, or even double it
and still barely scratch the
surface of the untapped
potential.
YOU EAT WHAT
YOU KILL

Most fixed-ops
pay plans are performance-based. The more
hours or dollars you produce, the more money you
make. From techs to advisors to managers there
is a financial reward for
working harder, smarter,
and more efficiently. There
are so many dead-end
jobs in other industries -
where the pay is the same
regardless of work ethic or
performance. What an op48

DECEMBER 2019

portunity to be able to work
harder and make more!
CAREER
ADVANCEMENT

No matter what your
education, skill level, or
ambition there is a place
for you in a car dealership.
If you're a gear head that
wants to solve complex
mechanical problems,
dealerships have a place
for you. If you're a wanna-be gear head, you can

ing green." The quickest
way to help customers reduce their carbon footprint
is to see that they have
a well-maintained automobile. Tires, filters, fuel
system cleaning services,
and fluid maintenance services are just a few ways
to keep vehicles green.
Americans cannot live
their lives without safe,
reliable automotive transportation. If you truly care

MOST DEALERSHIPS
TAKE INVENTORY AT
YEARS END. IT'S A
NECESSARY PART OF
YOUR BUSINESS. EQUALLY
IMPORTANT IS THAT YOU
TAKE AN INVENTORY OF
YOUR BLESSINGS."
start as a lube tech and
work your way up. If you
aspire to leadership, management, or sales, there's
no better place than a car
dealership to fulfill your
dreams. If you have an entrepreneurial passion there
are opportunities across
the nation to own your own
dealership. I know several
dealers that got their start
turning a wrench, selling
F&I, or even washing cars.
MAKING A
DIFFERENCE

Many in the automotive
industry have a passion for
the environment and "go-

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

about your customers then
selling preventative maintenance services is your
ultimate noble mission - it
is your higher purpose. It
is a win-win for everyone.
The customer wins through
less costly catastrophic
failure and you win with an
increase in revenue. If you
want to make a difference,
there is no better way than
the automotive service
business.
Most dealerships take
inventory at years end. It's
a necessary part of your
business. Equally important is that you take an in-

ventory of your blessings. I
am certain 2020 will be the
best year the automotive
industry has ever seen.
CHARLIE POLSTON is
an Automotive Customer
Retention and Profitability
Consultant with BG
Products, Inc. Charlie
has been with BG's Fixed
Operations Division for
over 36 years. He has
trained over 7,500 dealers,
managers, and technicians
- and has been a frequent
workshop leader at NADA's
annual convention.
A D V E R TI S E R S IN D EX

ADVERTISER

PAGE

AutoSpin..................................... 23
Dealer Specialties....................... C2
DealerTrack................................ C4
ELEAD1ONE................................ 3
360 PhotoBooth.......................... 27
Payment Cloud............................7
Playback Now............................. 15
National Pavement Expo............. 35
RID............................................. 33
Sokal.......................................... 9
The index to advertiser page numbers
is published for reader convenience.
Every effort is made to list page numbers
correctly. The listing is not part of the
advertising contract and the publisher is
not responsible for errors or omissions.


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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