Digital Dealer - January 2018 - 2

Contents

JANUARY 2018, VOL. 25 NO. 1
D E A L E R
M A G A Z I N E

DEALERSHIP
MANAGEMENT

DIGITALDEALER.COM

DIRECT FROM FACEBOOK

4 Ways
to Sell
More
Cars in
2018

THE ART OF
HANDLING
MISTAKES
By Dave Anderson
Pg 4
J A N U A R Y

SHIFTING
FROM
CRISIS TO
OPPORTUNITY

2 0 1 8 ,

By Gabrielle Garrison
Pg 48

By Chuck Barker
Pg 15

V O L .
2 5

ADVERTISING
YOUR TECHSPERTISE!

15 // Shifting From
Crisis to Opportunity
BY CHUCK BARKER

N O .

By Jim Boldebook
Pg 20

NEED A
TECH - KEEP
A TECH
OR OTHER
STAFFER?

IN TE R V IE W WITH TH E

2018 Chairman
of the Chicago
Auto Show

By Ed Kovalchick
Pg 38

THE NEW
CAR BUYERS'
CLINIC: A
CASE STUDY
IN HOW TO
ROYALLY
MESS IT UP!

JOHN HENNESSY,
OWNER OF RIVER VIEW FORD

By Charlie Polston
Pg 41

Pg 28

Cover story

JOHN HENNESSY

River View Ford

COVER PHOTOGRAPHY
BY TODD PIERSON

Sales Strategy
18 // Warning! Your
Customers Know More
Than Your Salespeople.
But Not for Long.
BY PATRICK MCMULLEN

Advertising &
Marketing

4 // The Art of
Handling Mistakes
BY DAVE ANDERSON

ownership
7 // Motion and
Commotion - The Buy/
Sell Market Intensifies
BY RYAN KERRIGAN

SHOW DIRECTOR

36 // Turning Cash
Buyers into Auto
Financers

ADVERTISING

BY ERIC MÉLON

25 // Drawing the
Curtain Back
27 // Digital Dealer
Workshops Chicago
28 // Interview with the
2018 Chairman of the
Chicago Auto Show

12 // You Don't Have to
Be Blood to Be Family
in the Dealership

34 // Ready... Fire!
...Then Aim

BY KENDALL RAWLS

CSP

Publisher Melissa Green
melissa.green@digitaldealer.com
Associate Publisher Kerry Harrington
kerry.harrington@digitaldealer.com

38 // Need a Tech - Keep
a Tech or Other Staffer?

Advertising Sales
sponsorships@digitaldealer.com

BY ED KOVALCHICK

41 // The New Car
Buyers' Clinic: A Case
Study in How to Royally
Mess It up!
BY CHARLIE POLSTON

EDITORIAL

Editor & Content Manager Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

ART

Creative Director Linda Fisher

PRODUCTION

Production Manager Terri Hill

MARKETING

Director of Marketing Matthew Ramirez
Marketing Manager Amanda Graziano
Marketing Coordinator Meagan Rice

BY JIM BOLDEBOOK

22 // From the
Show Director

David Southworth
Vice President, Digital Dealer
David.Southworth@emeraldexpo.com

Fixed operations

20 // Advertising Your
Tech-Spertise!

Spotlight On Chicago
LEADERSHIP

Finance & Insurance

43 // The Pros and Cons
of Building a Dealership
Facebook Page
BY KATHI KRUSE

45 // Is Your Dealership's
Advertising Stuck in
the '60s?

CONFERENCE

Operations Manager Chantelle Bean

COMMUNICATIONS

CIRCULATION SUBSCRIPTION
Rich Jarrett
314-432-7511, gatewayrj@att.net

EMERALD EXPOSITIONS

Chief Executive Ofﬁcer and President
David Loechner

BY BUD TORCOM

Chief Financial Ofﬁcer and Treasurer
Philip Evans

48 // 4 Ways to Sell
More Cars in 2018

Chief Information Ofﬁcer
Bill Charles

BY GABRIELLE GARRISON

BY SEAN V. BRADLEY,

We want to hear from you!

SVP General Counsel and Secretary
David Gosling
Senior Vice President, Operations
Lori Jenks
Senior Vice President, Marketing Services
Joanne Wheatley
Executive Vice President
Darrell Denny
Vice President, Human Resources
Eileen Deady
Vice President, Corporate Operations
Denise Bashem

Share with us what you enjoyed the most in this issue, as well as what you
would like us to cover in future issues. Email: dmeditorial@digitaldealer.com
Dealer magazine (ISSN 1537-6141) is published monthly by Emerald Expositions, LLC. Mailing address
is 100 Broadway, 14th Floor, New York, New York 10005. Periodicals Postage Paid at New York, NY
and additional mailing ofﬁces. POSTMASTER: Please send address changes to: Dealer Magazine, P.O.
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Dealer magazine makes every attempt to ensure the accuracy of all published works. However it cannot be
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professional service. If legal advice or other expert assistance is required, the services of a competent professional
person should be sought. From a Declaration of Principles jointly adopted by a Committee of the American Bar
Association and a Committee of Publishers.

JANUARY 2018

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

A publication of
Emerald Expositions

http://www.DIGITALDEALER.COM http://www.DIGITALDEALER.COM http://www.DIGITALDEALER.COM

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