Digital Dealer - December 2017 - 42

By Ed Kovalchick
CEO and Founder,
Net Profit Inc.

// Fixed Operations

We Don't Need
No Stinkin' Tech
Training - We
Have Good Teeth
For real - overheard
by me at a large
Honda dealership after an
ASM explained to a lady
patron limited details
behind the current $500
fee for an injection
cleaning, throttle body
service, transmission
service, and a headlight
replacement.
Lady patron: "The
last time I was here I

spent $500 on tires, and
now it's another $500
for these things. I really
like everyone here, but I
don't think I can afford to
get my Honda serviced
here anymore." Ok my
friend, stop and think for
a minute. How would you
reply to this unfortunate
discourse?
"Hey you're gettin' off
cheap honey, the last

customer paid $700 cause
I didn't slip her a couple
coupons."
"Spending a grand on a
car this old is nothing. It's
a lot cheaper than buying
a new one - have you
seen the crazy prices?"
"No problem missy. I
will keep the cost on the
next visit down. I just
won't tell you about the
stuff we sell which you

can get by without."
So, what do you think I
heard - something pithy?
How about absolutely
nothing, after a minute-long pregnant pause.
After that eternity and his
confused look, the ASM
simply ignored the retort
and moved on collecting
funds. I just cringed. I
wanted to jump in so badly it hurt my sphincter.
WHATTA YA KNOW
BUB?

The ASM response
told me a lot about this
person's current state
of training - NADA (not
that one Sam!). He had
no words to save this
otherwise loyal customer,
and yet he presented
himself to me as someone
who had been doing this
"for years," which made
wonder if he knew what
a "year" was. Reminds
me of the old adage of
the person who claimed
to have 20 years' experience; but it turned out to
be one year 20 times.
How many times has
this conversation surfaced
here and at other operations? Are we prepared to
respond to such goings
on? "No" is the answer in
most cases - at least the
ones I'm exposed to (I
know that's a preposition).
We wonder why seemingly happy CSI customers
leave the dealership,
and they do - in droves,
especially after the initial
warranty coverage is
done. Hell, in many cases
Continued on pg. 43

42

DECEMBER 2017

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



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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