Digital Dealer - December 2017 - 24

By Jim Boldebook
Founder,
CBC Automotive
Marketing

// Advertising
& Marketing

Your People Are
Your Brand!
What is your brand?
It's likely a combination of name recognition,
years in business,
innovation, location,
consistency, service, and
value. But all of these
factors are driven by the
performance, actions and
attitude of the human
resources on your team.

24

DECEMBER 2017

Today more than ever,
people are your greatest
brand asset.
When our customers
say they 'trust us,' it's
more than trusting the
reputation of the dealer ownership. It's the
confidence and trust that
is built and defined daily
by the everyday actions of

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

the front line. The receptionist handling a phone
call respectfully. A service
advisor who listens to understand. A salesperson
who demonstrates both
knowledge and a genuine desire to work in the
customer's best interest.
A team member who
follows up on promises.

A technician who actually
does work to make sure
the vehicle is fixed right
the first time. Every link
in the dealership team is
critical to the strength of
the trust chain.
The most successful
brands of our time across
a wide-range of categories claim the keys to
their brand leadership are
consistency, persistence,
innovation, passion, knowledge, clarity, communication and value. But if you
dig deeper, you find that
these highly successful
brand leaders place the
highest value on their
people. They seek out not
only individuals with great
personal attributes, but
those who will be the best
fit with the company. Once
they find those people,
they indoctrinate with their
brand philosophy. What
the company stands for,
what the company vision
is, what the company's
customers expect. Then
these brand leaders train,
inspect what they expect,
train, retrain, and never
ever let anyone do anything that would screw with
the basics of the brand.
I spend part of my
year in the great State of
Maine where we have the
world renowned outdoor
outfitters L.L. Bean. They
make great stuff. But if you
ever find your way there,
visit their store in Freeport,
Maine which is open 24/7
year-round. You will have
a chance to meet the real
L.L. Bean brand in person.



http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - December 2017

Digital Dealer - December 2017
Contents
A Letter from the Show Director
What Real Commitment Looks Like
Could Your Culture Use a Little MAGIC?
3 Must-Dos to Combat Dealer Margin Declines
The Internet & Phones Are the NEW “Showroom” … Your Cheese Has Been Moved
Your Limitation Is Not What You Don't Have, It's What You're Not Using
Year-End Spend Management Assessment – Setting Up for a Successful 2018
Vehicle Merchandising: Use Features Not Price
One Size Fits All No Longer Applies
Your People Are Your Brand!
KATIE BOWMAN COLEMAN Bowman Chevrolet
6 Reasons to Do an Annual Social Media
Are You Future Ready?
Rethink How to Market with Facebook and Instagram
What Your Dealership Can Learn from Carvana
Disrupting the Buying Cycle: Turning Service Leads into Sales Dollars
How Online Payments Can Be the Catalyst for a Superior Customer Experience
We Don’t Need No Stinkin’ Tech Training – We Have Good Teeth
Dealers Say Fixed Ops is the Most Important Department
Digital Dealer - December 2017 - Digital Dealer - December 2017
Digital Dealer - December 2017 - Cover2
Digital Dealer - December 2017 - 1
Digital Dealer - December 2017 - Contents
Digital Dealer - December 2017 - 3
Digital Dealer - December 2017 - A Letter from the Show Director
Digital Dealer - December 2017 - 5
Digital Dealer - December 2017 - What Real Commitment Looks Like
Digital Dealer - December 2017 - 7
Digital Dealer - December 2017 - Could Your Culture Use a Little MAGIC?
Digital Dealer - December 2017 - 9
Digital Dealer - December 2017 - 3 Must-Dos to Combat Dealer Margin Declines
Digital Dealer - December 2017 - 11
Digital Dealer - December 2017 - The Internet & Phones Are the NEW “Showroom” … Your Cheese Has Been Moved
Digital Dealer - December 2017 - 13
Digital Dealer - December 2017 - 14
Digital Dealer - December 2017 - Your Limitation Is Not What You Don't Have, It's What You're Not Using
Digital Dealer - December 2017 - 16
Digital Dealer - December 2017 - 17
Digital Dealer - December 2017 - Year-End Spend Management Assessment – Setting Up for a Successful 2018
Digital Dealer - December 2017 - 19
Digital Dealer - December 2017 - Vehicle Merchandising: Use Features Not Price
Digital Dealer - December 2017 - 21
Digital Dealer - December 2017 - One Size Fits All No Longer Applies
Digital Dealer - December 2017 - 23
Digital Dealer - December 2017 - Your People Are Your Brand!
Digital Dealer - December 2017 - 25
Digital Dealer - December 2017 - KATIE BOWMAN COLEMAN Bowman Chevrolet
Digital Dealer - December 2017 - 27
Digital Dealer - December 2017 - 28
Digital Dealer - December 2017 - 29
Digital Dealer - December 2017 - 6 Reasons to Do an Annual Social Media
Digital Dealer - December 2017 - 31
Digital Dealer - December 2017 - Are You Future Ready?
Digital Dealer - December 2017 - 33
Digital Dealer - December 2017 - Rethink How to Market with Facebook and Instagram
Digital Dealer - December 2017 - 35
Digital Dealer - December 2017 - What Your Dealership Can Learn from Carvana
Digital Dealer - December 2017 - 37
Digital Dealer - December 2017 - Disrupting the Buying Cycle: Turning Service Leads into Sales Dollars
Digital Dealer - December 2017 - 39
Digital Dealer - December 2017 - How Online Payments Can Be the Catalyst for a Superior Customer Experience
Digital Dealer - December 2017 - 41
Digital Dealer - December 2017 - We Don’t Need No Stinkin’ Tech Training – We Have Good Teeth
Digital Dealer - December 2017 - 43
Digital Dealer - December 2017 - 44
Digital Dealer - December 2017 - Dealers Say Fixed Ops is the Most Important Department
Digital Dealer - December 2017 - 46
Digital Dealer - December 2017 - 47
Digital Dealer - December 2017 - 48
Digital Dealer - December 2017 - Cover3
Digital Dealer - December 2017 - Cover4
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