Digital Dealer - October 2019 - 25
PHOTOGRAPHY BY RENA O PRODUCTIONS
Monument Chevrolet in Pasadena, Texas, has been
serving the Houston-area since 1974. It is a familyowned and operated store under the leadership of
company president W. Carroll Smith. Carroll started
in the automotive business in 1965, working at
General Truck in Nashville, Tennessee. During high
school and college, he worked for General Truck in
Memphis and Timmers Chevrolet in Atlanta. He
holds a bachelor's degree in industrial management
from Georgia Tech and served for six years with the
U.S. Army National Guard.
From March 2000 to January 2017, Carroll
represented South Texas's franchised new-car dealers
on the NADA board of directors. He's been recognized
for his contributions to the local community, where
he has served as chairman for the Salvation Army
and the YMCA, and most especially for his efforts in
supporting public education.
In the following interview, Carroll discusses how
to survive as a single rooftop store in a competitive
market and reveals his secret to solving the vehicle
technician shortage.
DEALER MAGAZINE: Thanks for
agreeing to our interview, Carroll. I'd
like to start with a few basic background
questions. How did you get your start in
retail automotive, and what do you like
most about the business?
CARROLL: I grew up around a similar
business and have worked in a dealership,
in some capacity or another, since I was 16.
My father was a heavy-duty truck dealer in
Memphis, Tennessee. So, I grew up around
trucks and learned that although cars and
heavy-duty trucks are motorized vehicles,
they are very different. Then while in
college in Atlanta at Georgia Tech, I worked
part-time at a dealership, first in parts and
then in sales.
What I like about the car business is its
variety. No two days are alike. Every day
Continued on pg. 26
D I G I TA L D E A L E R . C O M
OCTOBER 2019
25
http://www.DIGITALDEALER.COM
Digital Dealer - October 2019
Table of Contents for the Digital Edition of Digital Dealer - October 2019
Digital Dealer - October 2019
A Message from the Show Director
Stop This Leadership Foolishness
Build & Develop the Right Team — Your Success Depends on It
Evolution Revolution: A Word to Successors
Could You Use Another 1 percent in Net Profits This Year?
Budget – We Don’t Need No Stinkin’ Budget
DMS Conversion: Careful Planning & Management Are Essential
Interview with Monument Chevrolet
Digital Retailing Online Experience Versus In-Store Experience
10 Social Media Tips for Salespeople
Defining Your Advertising Target Is Your Best Brand Strategy
4 Secrets for Google My Business Success
How to Know if Your SEO Investment Is Paying Off
“Look, it’s not Rocket Science” By Anthony J. TaCito
A Balanced Approach to Customer Experience
The Power of Words
Value Is Important… So Are You Charging Too Much?
Digital Dealer - October 2019 - CT1
Digital Dealer - October 2019 - CT2
Digital Dealer - October 2019 - Digital Dealer - October 2019
Digital Dealer - October 2019 - Cover2
Digital Dealer - October 2019 - 1
Digital Dealer - October 2019 - A Message from the Show Director
Digital Dealer - October 2019 - 3
Digital Dealer - October 2019 - Stop This Leadership Foolishness
Digital Dealer - October 2019 - 5
Digital Dealer - October 2019 - Build & Develop the Right Team — Your Success Depends on It
Digital Dealer - October 2019 - 7
Digital Dealer - October 2019 - 8
Digital Dealer - October 2019 - 9
Digital Dealer - October 2019 - Evolution Revolution: A Word to Successors
Digital Dealer - October 2019 - 11
Digital Dealer - October 2019 - 12
Digital Dealer - October 2019 - 13
Digital Dealer - October 2019 - Could You Use Another 1 percent in Net Profits This Year?
Digital Dealer - October 2019 - 15
Digital Dealer - October 2019 - 16
Digital Dealer - October 2019 - 17
Digital Dealer - October 2019 - Budget – We Don’t Need No Stinkin’ Budget
Digital Dealer - October 2019 - 19
Digital Dealer - October 2019 - DMS Conversion: Careful Planning & Management Are Essential
Digital Dealer - October 2019 - 21
Digital Dealer - October 2019 - 22
Digital Dealer - October 2019 - 23
Digital Dealer - October 2019 - Interview with Monument Chevrolet
Digital Dealer - October 2019 - 25
Digital Dealer - October 2019 - 26
Digital Dealer - October 2019 - 27
Digital Dealer - October 2019 - 28
Digital Dealer - October 2019 - 29
Digital Dealer - October 2019 - 30
Digital Dealer - October 2019 - Digital Retailing Online Experience Versus In-Store Experience
Digital Dealer - October 2019 - 10 Social Media Tips for Salespeople
Digital Dealer - October 2019 - 33
Digital Dealer - October 2019 - Defining Your Advertising Target Is Your Best Brand Strategy
Digital Dealer - October 2019 - 35
Digital Dealer - October 2019 - 4 Secrets for Google My Business Success
Digital Dealer - October 2019 - How to Know if Your SEO Investment Is Paying Off
Digital Dealer - October 2019 - 38
Digital Dealer - October 2019 - 39
Digital Dealer - October 2019 - “Look, it’s not Rocket Science” By Anthony J. TaCito
Digital Dealer - October 2019 - 41
Digital Dealer - October 2019 - A Balanced Approach to Customer Experience
Digital Dealer - October 2019 - 43
Digital Dealer - October 2019 - The Power of Words
Digital Dealer - October 2019 - 45
Digital Dealer - October 2019 - Value Is Important… So Are You Charging Too Much?
Digital Dealer - October 2019 - 47
Digital Dealer - October 2019 - 48
Digital Dealer - October 2019 - Cover3
Digital Dealer - October 2019 - Cover4
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