Digital Dealer - March 2020 - 26

E XC LU S I V E I N T E RV I E W

Mark crosses just about all segments demographically. Everybody knows who he is, and everybody likes him. No matter where you go with
him, the way he interacts with people is amazing.
He never gets irritated when a fan comes up to
him for a photo or autograph. We're working on
other acquisition targets. It's been a lot of fun.
Today, Mark and I are partners in 10 Wahlburgers
locations and growing, plus F45.

DEALER MAGAZINE: I'd like to shift to
the topic of tools. If you could only use one
piece of digital technology, what tool or
service would it be?
JAY: If you want to get the most bang for your
buck, and maybe you're a single-point dealer
with not a lot of money to spend, I think you're
forced to invest in pay-per-click. A single-point
dealer really can't make a big effort and get on
TV, at least not in any metro market. Maybe in a

DEALER MAGAZINE: What traits or skills
do you look for when hiring?
JAY: First of all, we try to hire people who
haven't been to 14 different dealerships in their
career. Job instability is never a good sign. We
like experienced people coming to us from inside
our industry, as long as they've left a position or
they're leaving a position for the right reasons.
You certainly don't want to throw a bad apple in
your organization.
Also, we look for new hires who display the
right attitude for success. We get lots of traffic in
our stores. So, there's definitely an opportunity
for them to succeed, especially since we have
very solid pay plans. We create a pay plan that
we can live with long term and run with it. When
people feel like they're safe and know what to
expect, they're more motivated and more likely
to stay longer. You benefit from their experience
while limiting your turnover.

" We look at every single metric for
digital performance... "
small town you could do that, but you're basically
wasting your money in a big-ad market. You'd
be competing with other purchasers of media,
whether it be furniture groups or national advertisers, political campaigns, whatever.

DEALER MAGAZINE: What is your
management style?
JAY: I'm mostly a delegator. I think if you're
going to grow long-term, you have to have a
chain of command. That's why we have a COO,
CFO, and VP over fixed operations.
Plus, each store in our group has its own general manager, someone who manages all aspects of
the dealership daily. Our general managers enjoy
great leeway to make decisions, such as managing
their inventory.
However, we expect them to monitor our assets
on a daily basis. We look at every single metric for
digital performance causing ratios, profitability,
obviously expense control.
We hold expense meetings every month to
talk about what's going on. We want to know, for
instance, why did a certain category get out of
whack? But we do let our general managers run
the deal every day.

26

[ d i g i t a l d e a l e r. c o m ]

DEALER MAGAZINE: How do you define
leadership?
JAY: When somebody is a good leader, they're
somebody who people trust. You feel as if you
can learn from that person. A leader has the right
attitude, is consistent, and communicates what's
expected every day. Good leaders also know how
to do the job themselves. A leader walks the talk.
Everybody's got a different leadership personality. Within my organization, for example, there
are different ways people manage. Everybody has
their own style. But the basic traits of leadership
must be there: hard work, consistency, excitement, positive attitude.

DEALER MAGAZINE: What makes a
Feldman Automotive dealership stand
out from the competition?
JAY: I think we've done an amazing job branding Feldman Automotive. We have a nice concentration of stores in the local geography for our
brand. This means when you see our advertising,
it resonates. Where five years ago, we might not
have had great name recognition, today we're
very well-known in our market, and customers
know what to expect from us.

March 2020


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
Digital Dealer - March 2020 - Cover4
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