Digital Dealer - August 2019 - 21

Digital Dealer 27 | August 19-21, 2019 | Las Vegas

are paramount for us. Our goal is to
change the perception of an icky car
dealer image by replacing it with an
incredible, transparent and honorable
experience and reputation for
generations.
DEALER MAGAZINE: Which DMS
and CRM solutions are you using?
DAWN: Reynolds & Reynolds for
DMS. I had the pleasure of going
from handwriting everything in our
business to choosing our first DMS
back in the day. I believe we were the
second dealer in the country to switch
from paper to electronic dispatching
and service. Currently, we use VIN
Solutions for CRM. All nine rooftops
use the same CRM and V-Auto
appraisal tool, and this allows our sales
associates to cross-sell at any of our
dealerships. Cross-selling provides
over 2,800 vehicle choices and a better
customer experience.
DEALER MAGAZINE: How
committed are you to digital
marketing?
DAWN: We employ digital marketing
managers for all our stores and we
developed the people for this critical
position. Our mission is to make sure
that our virtual dealership online
mirrors our physical location and
is easy to use and has a consistent
message for our staff and customers.
Of course, we're always looking at
our analytics and shopper insights and
sourcing to adjust our strategy and
companies every 90 days. Our number
one source is always repeat and referral
business; however, even our most
loyal customers now work digitally,
and we must always be reviewing how
we market and communicate through
all digital channels, including social,
streaming and video.
Our current focus is on mobile
technology. We want to make sure
our mobile digital presence is quick
and easy. We've noticed an increase
in click to call through mobile and
have taken steps to increase phone-toappointment skill training. We have

noticed a decline in the amount of
information customers are willing to
give you to submit a lead. They would
prefer to have everything available upfront vs having to submit for a price or
appointment.
DEALER MAGAZINE: What do you
like most about the car business?
DAWN: Every day is different
and the people you interact with are
amazing and everyone has a story
- if you're willing to listen. Having
generations of customers, as well as
employees, is fulfilling. In this business,
you have to be open-minded, be able
to adjust quickly and move forward.
Each customer and each employee
is different and being able to slow
down a transaction provides a better
experience for all. My favorite part
is the human interaction. Even over
all the years of the Internet, I believe
people still crave human interaction
and will choose the business based on
how they are treated. In addition, I
love developing people for our business
and help them grow. Truth be told, I
am always training my replacement.
When our employees feel valued,
appreciated and part of the family, then
the customer feels the same.
DEALER MAGAZINE: You've held
several management positions during
your career. Are you a hands-on type of
manager or more of a delegator?
DAWN: I'm very hands-on. That said,
everyone here is empowered to make
decisions that benefit the customer.
We work as a team throughout. All of
our departments and our management
staff are encouraged to create ideas,
incentives and provide pricing based
on the situation. We all work so
well together and really enjoy the
collaboration, yet sometimes a fresh
perspective from another department
is exactly what is needed. We have NO
WALLS and I always seek input from
other departments as they often have
the most insight. Sometimes, I may say
in fun: "Can I just be the boss today?"
When I say hands-on it is because I

love to work on the floor, service drive,
admin office, café, and other areas and
rarely spend much time in my office. I
believe leadership is shown, not told,
and that being part of the team every
day is rewarding. Even at 56 years
young, I must always learn, be open to
new ideas, humble enough to listen. I
try to accept that even as a leader, you
need help sometimes and to remember
to ask for it.
DEALER MAGAZINE: How does
Titus Will ensure a great customer
experience?
DAWN: We try to have fun every day
with each other and our customers. We
make sure that everyone understands
that a great customer experience is a
top priority and that it leads to greater
retention. We are extremely driven
in this approach, especially in our
service operations and collision center,
because we know that when you buy a
car that's not the end of the story. It's
the beginning.
I believe everybody loves being able
to sit in their pajamas at home and
shop. But you still must be ready to
deliver a car to a customer and let them
test drive it for a couple of days, or
make servicing your vehicle convenient
and easy with sincerity and care.
Customers will wait in our dealership
and complain it was too quick because
they love to wait. That's the story we
love to hear and for our customers to
tell others.
Customers today only visit 1.3
dealerships before buying, versus
5 dealerships only a few years ago.
That's a big culture change. Once they
come to your dealership, they're not
kicking tires. They know exactly what
they want. They're incredibly educated
and they just need to meet someone
who can help guide them through the
process and the vehicle.
DEALER MAGAZINE: What skills
must a leader possess?
DAWN: I know it sounds cliché, but
you must lead by example and care.

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

Continued on pg. 22

AUGUST 2019

21
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Digital Dealer - August 2019

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