Digital Dealer - January 2019 - 2

Contents

Message from the Show Director

SHOW DIRECTOR

BY MATTHEW RAMIREZ

Matthew Ramirez
matthew.ramirez@digitaldealer.com

C O V E R S TORY

EDITORIAL

12 Interview with Performance Lexus

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

COVER PHOTO BY JEREMY KRAMER

ADVERTISING

MARKETING
& ADVERTISING
D I G I TA L RE ACH & ENGAGEM ENT

Facing Sales Slump,
Automotive Brands Can Win
by Adding Real-World Value
in the Digital Shopping Journey
BY BRIAN SOLIS

S O C I A L M E DIA

7 Reasons for a 2019 Social
Media Policy Review
BY KATHI KRUSE

C T V / O T T ADV ERT ISING

10 'OVER-THE-TOP' Advertising!
BY JIM BOLDEBOOK

O WN E R S H IP

30 Trade, Tariffs, and Labor
BY CHAMP RAWLS
FI X E D OP E R ATION S

ART

32 Building Your Business by
Building Your People!

Creative Director Linda Fisher

BY CHARLIE POLSTON

Production Manager Vicki Peck

FI X E D OP E R ATION S

34 Great Service Managers
Follow a 4C Approach
BY HERB MAST
FI X E D OP E R ATION S

36 Collision Shop Liability Is a
Serious Issue for All - Read This!
BY ED KOVALCHICK

39 Does Your Store Exemplify
Consistency & Excellence or
Complacency & Mediocrity?
BY CHUCK BARKER

O W N E R S HIP

18 Buy/Sell Trends Expected in 2019
BY RYAN KERRIGAN
L E A D ERS HIP

22 The Two Non-Negotiable Pillars
of Accountability
BY DAVE ANDERSON
H I R I N G/T RAINING

24 7 Questions to Ask When Hiring
a Customer Service Trainer
BY KATIA TIKHONRAVOVA
S P E N D M ANAGEM ENT

26 How to Add $1.0MM to
Your Bottom Line Profits
BY DOUG AUSTIN
F I X E D OP E RAT IONS

28 The Art and Science of Parts
Inventory Reconciliation

SALES &
VARIABLE OPS
FI XE D OP E R ATION S

42 Increasing Service Business
Through Convenience -
A Tactical Approach
BY JAY HARPER

PRODUCTION
MARKETING
Marketing Manager Lindsey C. Kostura
Marketing Coordinator Meagan Rice

CONFERENCE
Operations Manager Chantelle Bean

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

EMERALD EXPOSITIONS
Interim President and CEO
Philip Evans
Chief Information Ofﬁcer
Bill Charles
Executive Vice President
Darrell Denny
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President, Human Resources
Eileen Deady

FI N A N C E & IN SU R A N C E

44 5 Questions That Are Missing from
Your F&I Customer Interviews
BY MIKE HIRSCHFIELD
D ATA & A N A LYTIC S

46 How to Drive Sales with Predictive
Analytics

BY JOHANNES GNAUCK

BY SCOTT LEWIS

Dealer magazine makes every attempt to ensure the accuracy of all published works. However it cannot be
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and a Committee of Publishers.

JANUARY 2019

Advertising Sales
sponsorships@digitaldealer.com

LEA D E R S H IP

DEALER OPS
& MANAGEMENT

Sales Executive Kerry Harrington
kerry.harrington@digitaldealer.com

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

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. Box 16770, St. Louis, MO 63105. Subscriptions
are $48.00 per year, 12 issues per year, monthly.
Back issues, $10.00 each. Make check payable to
Emerald Expositions, LLC. Send to: P.O. Box 16770
St. Louis, MO 63105. Reprint requests: alissa.
calvaruso@digitaldealer.com.

A publication of
Emerald Expositions

http://www.DIGITALDEALER.COM

Digital Dealer - January 2019

Table of Contents for the Digital Edition of Digital Dealer - January 2019