Digital Dealer - January 2018 - 12

By Kendall Rawls
Director Marketing &
Business Development,
The Rawls Group

// Ownership

You Don't Have
to Be Blood to
Be Family in
the Dealership
An owner's perspective about the
purpose and who the
business serves directly
impacts culture, ability to
recruit and retain good
people, and drive
performance - all of which
influences customer
perceptions, revenue, and
profits. Often, if there is no
actual "family" working in
the business, dealers do
not intuitively view
themselves as a family
business owner. This

12

JANUARY 2018

misperception can and
does have an impact on
overall business success,
sustainability, and value.
It is important, as a

dealer, to understand the
purpose of your business and what you hope
to achieve, long-term.
Is the purpose of your

OFTEN, IF THERE IS
NO ACTUAL 'FAMILY'
WORKING IN THE
BUSINESS, DEALERS
DO NOT INTUITIVELY
VIEW THEMSELVES AS
A FAMILY BUSINESS
OWNER."

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

business to serve you and
your ambitions? Or is the
purpose of the business to
serve and provide opportunity to your community?
Is it a mix of both? If the
mission and vision of your
business includes serving
those around you, then it is
important to begin thinking
like a family business
owner.
It may be unlikely that
kids or extended family will
become involved soon or
maybe they are already
involved. Either way, if
they are, or if there is any
possibility in the future,
remember the apple often
doesn't fall too far from the
tree. Involvement of children is not immune to just
your familial decision. If
any of your key managers/
employees have children,
you can predict with almost
certainty that probably
one or more of them will
become interested in the
business.
Similarly, "family friends"
and extended family know
a good opportunity when
they see one. No matter how close you are in
your relationships, these
scenarios, if not thought
through from a family
business owner perspective can create awkward
distractions. Business and
emotional stress turns
what once was a highly
fulfilling, and perhaps fun
endeavor, into a real drag.
Let's look at a common
scenario:
Twenty years ago, Bob
and Joe began working



http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - January 2018

Digital Dealer - January 2018
Contents
The Art of Handling Mistakes
Motion and Commotion – The Buy/Sell Market Intensifies
You Don’t Have to Be Blood to Be Family in the Dealership
Shifting From Crisis to Opportunity
Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Advertising Your Tech-Spertise!
From the Show Director
Drawing the Curtain Back
Digital Dealer Workshops Chicago
Cover story
Interview with the 2018 Chairman of the Chicago Auto Show
Ready… Fire!...Then Aim
Turning Cash Buyers into Auto
Need a Tech – Keep a Tech or Other Staffer?
The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
The Pros and Cons of Building a Dealership Facebook Page
Is Your Dealership's Advertising Stuck in the '60s?
4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - CT1
Digital Dealer - January 2018 - CT2
Digital Dealer - January 2018 - Digital Dealer - January 2018
Digital Dealer - January 2018 - Cover2
Digital Dealer - January 2018 - 1
Digital Dealer - January 2018 - Contents
Digital Dealer - January 2018 - 3
Digital Dealer - January 2018 - The Art of Handling Mistakes
Digital Dealer - January 2018 - 5
Digital Dealer - January 2018 - 6
Digital Dealer - January 2018 - Motion and Commotion – The Buy/Sell Market Intensifies
Digital Dealer - January 2018 - 8
Digital Dealer - January 2018 - 9
Digital Dealer - January 2018 - 10
Digital Dealer - January 2018 - 11
Digital Dealer - January 2018 - You Don’t Have to Be Blood to Be Family in the Dealership
Digital Dealer - January 2018 - 13
Digital Dealer - January 2018 - 14
Digital Dealer - January 2018 - Shifting From Crisis to Opportunity
Digital Dealer - January 2018 - 16
Digital Dealer - January 2018 - 17
Digital Dealer - January 2018 - Warning! Your Customers Know More Than Your Salespeople. But Not for Long.
Digital Dealer - January 2018 - 19
Digital Dealer - January 2018 - Advertising Your Tech-Spertise!
Digital Dealer - January 2018 - 21
Digital Dealer - January 2018 - From the Show Director
Digital Dealer - January 2018 - 23
Digital Dealer - January 2018 - 24
Digital Dealer - January 2018 - Drawing the Curtain Back
Digital Dealer - January 2018 - 26
Digital Dealer - January 2018 - Digital Dealer Workshops Chicago
Digital Dealer - January 2018 - Interview with the 2018 Chairman of the Chicago Auto Show
Digital Dealer - January 2018 - 29
Digital Dealer - January 2018 - 30
Digital Dealer - January 2018 - 31
Digital Dealer - January 2018 - 32
Digital Dealer - January 2018 - 33
Digital Dealer - January 2018 - Ready… Fire!...Then Aim
Digital Dealer - January 2018 - 35
Digital Dealer - January 2018 - Turning Cash Buyers into Auto
Digital Dealer - January 2018 - 37
Digital Dealer - January 2018 - Need a Tech – Keep a Tech or Other Staffer?
Digital Dealer - January 2018 - 39
Digital Dealer - January 2018 - 40
Digital Dealer - January 2018 - The New Car Buyers’ Clinic: A Case Study in How to Royally Mess It up!
Digital Dealer - January 2018 - 42
Digital Dealer - January 2018 - The Pros and Cons of Building a Dealership Facebook Page
Digital Dealer - January 2018 - 44
Digital Dealer - January 2018 - Is Your Dealership's Advertising Stuck in the '60s?
Digital Dealer - January 2018 - 46
Digital Dealer - January 2018 - 47
Digital Dealer - January 2018 - 4 Ways to Sell More Cars in 2018
Digital Dealer - January 2018 - Cover3
Digital Dealer - January 2018 - Cover4
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