Digital Dealer - January 2019 - 4
From the
Show Director
Dear Readers,
We hope you had a wonderful holiday and that the
While there are many 'must-reads' in this issue, here's
editorial in this issue will be helpful to you in jump-
a small sampling of the topics covered:
starting your success as you kick off the new year.
Marketing/Advertising techniques to engage
Our cover story this month features Performance
shoppers by providing "assistive experiences," and
Lexus, of Cincinnati, Ohio, an 18-time winner of
reaching connected consumers via OTT advertising
the Elite of Lexus Award. The store is part of the
Dealer Ops/Management insight on buy/sell trends
Performance Automotive Network, a family-owned
expected in 2019, essential questions for hiring a cus-
business that has been operating for over 40 years.
tomer service trainer, and collision shop liability
The network has enjoyed steady growth and is
Sales/Variable Ops actions to implement in F&I to
currently listed by Automotive News as one of the
build connections and compel customers to buy; and
top 50 automotive dealership groups in the U.S.
a five-step tactical approach that reprioritizes the
For three consecutive years, Performance Lexus
service process for customer convenience
has won Dealer of the Year in Ohio, as selected
To share topic ideas for Dealer Magazine and the
by DealerRater. Much of the success is due to the
Digital Dealer Conference & Expo or to learn how
leadership and management team, including Dan
to become a contributing writer or speaker, please
Kommeth, general manager at Performance Lexus.
email Speak@DigitalDealer.com.
Dan has been in retail automotive for 24 years.
Lastly, an exciting update: registration is now open
He initially started his career in automotive on
for Digital Dealer 26! For event details and to register
the manufacturing side of the table, moved over
now (use promo code DMRFMAG to save $100), visit:
to retail in 1999, and since then worked in every
DigitalDealer.com/Conference/.
department.
In the interview with Dan on page 12, he talks about
the importance of discipline and process, and
shares his insights on customer service, including
lessons learned while in Tokyo and his store's
game-changing Wow Fund.
4
JANUARY 2019
D I G I TA L D E A L E R . C O M
Sincerely,
Matthew Ramirez
Show Director, Digital Dealer
Matthew.Ramirez@DigitalDealer.com
http://www.DigitalDealer.com/Conference/
http://www.DIGITALDEALER.COM
Digital Dealer - January 2019
Table of Contents for the Digital Edition of Digital Dealer - January 2019
Digital Dealer - December 2018
Contents
Message from the Show Director
6 Facing Sales Slump, Automotive Brands Can Win by Adding Real-World Value in the Digital Shopping Journey BY Brian Solis
7 Reasons for a 2019 Social Media Policy Review
'OVER-THE-TOP' Advertising! BY Jim Boldebook Dealer Ops
Buy/Sell Trends Expected in 2019
The Two Non-Negotiable Pillars of Accountability
7 Questions to Ask When Hiring a Customer Service Trainer
How to Add $1.0MM to Your Bottom Line Profits
The Art and Science of Parts Inventory Reconciliation
Trade, Tariffs, and Labor
Building Your Business by Building Your People!
Great Service Managers Follow a 4C Approach
Collision Shop Liability Is a Serious Issue for All – Read This!
Does Your Store Exemplify Consistency & Excellence or Complacency & Mediocrity?
Increasing Service Business Through Convenience – A Tactical Approach
5 Questions That Are Missing from Your F&I Customer Interviews
How to Drive Sales with Predictive Analytics BY JOHANNES GNAUCK
Digital Dealer - January 2019 - CT1
Digital Dealer - January 2019 - CT2
Digital Dealer - January 2019 - Digital Dealer - December 2018
Digital Dealer - January 2019 - Cover2
Digital Dealer - January 2019 - 1
Digital Dealer - January 2019 - Contents
Digital Dealer - January 2019 - 3
Digital Dealer - January 2019 - Message from the Show Director
Digital Dealer - January 2019 - 5
Digital Dealer - January 2019 - 6 Facing Sales Slump, Automotive Brands Can Win by Adding Real-World Value in the Digital Shopping Journey BY Brian Solis
Digital Dealer - January 2019 - 7
Digital Dealer - January 2019 - 7 Reasons for a 2019 Social Media Policy Review
Digital Dealer - January 2019 - 9
Digital Dealer - January 2019 - 'OVER-THE-TOP' Advertising! BY Jim Boldebook Dealer Ops
Digital Dealer - January 2019 - 11
Digital Dealer - January 2019 - 12
Digital Dealer - January 2019 - 13
Digital Dealer - January 2019 - 14
Digital Dealer - January 2019 - 15
Digital Dealer - January 2019 - 16
Digital Dealer - January 2019 - 17
Digital Dealer - January 2019 - Buy/Sell Trends Expected in 2019
Digital Dealer - January 2019 - 19
Digital Dealer - January 2019 - 20
Digital Dealer - January 2019 - 21
Digital Dealer - January 2019 - The Two Non-Negotiable Pillars of Accountability
Digital Dealer - January 2019 - 23
Digital Dealer - January 2019 - 7 Questions to Ask When Hiring a Customer Service Trainer
Digital Dealer - January 2019 - 25
Digital Dealer - January 2019 - How to Add $1.0MM to Your Bottom Line Profits
Digital Dealer - January 2019 - 27
Digital Dealer - January 2019 - The Art and Science of Parts Inventory Reconciliation
Digital Dealer - January 2019 - 29
Digital Dealer - January 2019 - Trade, Tariffs, and Labor
Digital Dealer - January 2019 - 31
Digital Dealer - January 2019 - Building Your Business by Building Your People!
Digital Dealer - January 2019 - 33
Digital Dealer - January 2019 - Great Service Managers Follow a 4C Approach
Digital Dealer - January 2019 - 35
Digital Dealer - January 2019 - Collision Shop Liability Is a Serious Issue for All – Read This!
Digital Dealer - January 2019 - 37
Digital Dealer - January 2019 - 38
Digital Dealer - January 2019 - Does Your Store Exemplify Consistency & Excellence or Complacency & Mediocrity?
Digital Dealer - January 2019 - 40
Digital Dealer - January 2019 - 41
Digital Dealer - January 2019 - Increasing Service Business Through Convenience – A Tactical Approach
Digital Dealer - January 2019 - 43
Digital Dealer - January 2019 - 5 Questions That Are Missing from Your F&I Customer Interviews
Digital Dealer - January 2019 - 45
Digital Dealer - January 2019 - How to Drive Sales with Predictive Analytics BY JOHANNES GNAUCK
Digital Dealer - January 2019 - 47
Digital Dealer - January 2019 - 48
Digital Dealer - January 2019 - Cover3
Digital Dealer - January 2019 - Cover4
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