Digital Dealer - January 2020 - 24

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more efficient and cost-effective way. We're
constantly learning how to squeeze more
value out of the digital space. It's a full-time
job for someone to keep up with what's happening and to determine the best ways to use
social media. We're always looking to expand
our understanding of what we can do digitally.

DEALER MAGAZINE: What separates
your dealership from the competition?
LIZ: I'd say our community involvement
and staff longevity. Our longest-tenured
employee is approaching her fortieth anniversary. Repeat customers return to our store,
year after year, and see the same managers.
We foster a true family atmosphere. The
Dimmitt family is, of course, heavily involved,

are now the largest single consumer
market. What are you doing to attract
more millennials to your store as either
customers or employees?
LIZ: Our digital strategy enables us to tell
our brand story and to promote a brand that
is attractive for people to work at or shop at.
Plus, we're constantly evolving our management style so that we're managing for the
modern workforce and customer base. We give
lots of feedback and information and our managers interact with customers and staff in a
variety of ways. The days of the high-pressure
car deal are over, which appeals to more than
just millennials.
We also try to help our team and customers
achieve a good work-life balance. We recognize

" Repeat customers return to our

store, year after year, and see the
same managers. We foster a true
family atmosphere. "
but we also consider all of our employees and
customers, family. We celebrate the good and
tough life events together.

DEALER MAGAZINE: What steps do
you take to ensure customer satisfaction?
LIZ: We are committed to making our
customers the focus of every single thing
we do. We think about the customer with
every action we take and never forget that a
high level of customer service is paramount.
I think something else we do is we listen to
their feedback and make adjustments, even
tiny adjustments, throughout the day. We pay
attention to what people are saying online or
in surveys and we react.

DEALER MAGAZINE: Millennials

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that their time is precious, and we try to be
respectful of it and efficient with it.

DEALER MAGAZINE: Let's shift to
women and automotive. What's it been
like as a woman leader in a male-dominated business?
LIZ: I started my career in finance, another
male-dominated business, so I really didn't
notice anything different when I transitioned to automotive. I've never been in a
female-dominated industry, so I don't quite
know how to answer. I do, however, often find
myself to be the only woman in the room and
feel pressure to be twice as good and twice as
nice. I don't always succeed.

DEALER MAGAZINE: How do you define leadership?

January 2020
http://www.digitaldealer.com
Digital Dealer - January 2020

Table of Contents for the Digital Edition of Digital Dealer - January 2020
