Digital Dealer - October 2019 - 1

Contents

SHOW DIRECTOR
Matthew Ramirez
matthew.ramirez@digitaldealer.com

A Message from the Show Director
BY MATTHEW RAMIREZ

EDITORIAL

Editor & Conference Producer
Alissa Calvaruso
alissa.calvaruso@digitaldealer.com

C O V E R STORY

ADVERTISING

COVER PHOTO BY RENA O PRODUCTIONS

24 Interview with Monument Chevrolet

Sales Executive Greg Ree
Gree@digitaldealer.com
Sales Consultant Greg Noonan
Greg.Noonan@digitaldealer.com
Sales Consultant Paige Donnelly
Paige.Donnelly@digitaldealer.com
Advertising Sales
Sponsorships@digitaldealer.com

ART

Creative Director Linda Fisher

DEALER OPS &
MANAGEMENT

MARKETING

Marketing Director Diane Massie
Marketing Coordinator Meagan Rice
Marketing Coordinator Farah Bacchus

CONFERENCE

Operations Director Julie Freedman

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

EMERALD EXPOSITIONS
President and CEO
Sally Shankland
Chief Financial Officer
Philip Evans
Chief Operations Officer
Brian Field
Chief Information Officer
Bill Charles
SVP General Counsel and Secretary
David Gosling
Senior Vice President, Finance
Dave Sunderland
Senior Vice President, Marketing Services
Joanne Wheatley
Vice President and Controller
Kate Elder

32 10 Social Media Tips for
Salespeople

L EAD ER S H IP

Stop This Leadership Foolishness
BY DAVE ANDERSON

PRODUCTION

Production Manager Terri Hill

SOC IA L ME D IA

L EAD E R S H IP

Build & Develop the Right Team
- Your Success Depends on It
BY CHUCK BARKER

SUCC ES S I ON PLA N N IN G

10 Evolution Revolution: A Word to
Successors
BY LOYD RAWLS
SPEN D M A N A GE MEN T

14 Could You Use Another 1 percent
in Net Profits This Year?
BY DOUG AUSTIN

34 Defining Your Advertising Target
Is Your Best Brand Strategy
BY JIM BOLDEBOOK
SE O/S E M

36 4 Secrets for Google My
Business Success
BY GEORGE NENNI
D ATA & A N A LYTIC S

37 How to Know if Your SEO
Investment Is Paying Off
BY DEREK PAULUS
TR A D ITION A L

40 "Look, it's not Rocket Science"
By Anthony J. TaCito

F IXED O P S

18 Budget - We Don't Need
No Stinkin' Budget

SALES &
VARIABLE OPS

BY ED KOVALCHICK
DIGI TA L I N TE GR ATION

20 DMS Conversion: Careful Planning
& Management Are Essential
BY SALLY LOPEZ &

C U S TOMER EX P E R IEN C E

42 A Balanced Approach to Customer
Experience
BY BILL PLAYFORD

EDMUND J. REINHARD

Executive Vice President, People & Culture
Angelique E. Carbo
Executive Vice President, Emerald Connect
Jessica Blue

BY KATHI KRUSE
R EP U TATION & LOYA LTY

LEA D H A N D LIN G

44 The Power of Words

MARKETING
& ADVERTISING

BY RICHARD F. LIBIN
FIX E D OP S

DIGI TA L I N TEGR ATION

Dealer Magazine is a trademark owned
exclusively by Emerald Expositions, LLC.
Copyright © 2019. Emerald Expositions, LLC
All rights reserved.
Volume 26, Issue 10, Dealer magazine (ISSN 15376141) 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

31 Digital Retailing Online Experience
Versus In-Store Experience
BY MELANIE BORDEN

46 Value Is Important... So Are You
Charging Too Much?
BY CHARLIE POLSTON

Dealer Magazine makes every attempt to ensure the accuracy of all published works. However it cannot be held responsible
for opinions expressed or facts supplied herein. Nothing may be reproduced in whole or in part without written permission
from the publisher. All rights reserved. The publisher encourages you to submit suggestions. Submitted materials become
the property of Emerald Expositions and will not be returned. Send material for publication to 2600 N. Military Trail, Suite
390, Boca Raton, FL 33431. The editor reserves the right to edit material; submission of material constitutes permission to
edit and publish that material. This publication is designed to provide accurate and authoritative information in regard to the
subject matter covered. It is presented with the understanding that the publisher is not engaged in rendering legal, accounting
or other 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.

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

OCTOBER 2019

http://www.DIGITALDEALER.COM

Digital Dealer - October 2019

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