With January Comes Opportunity

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It may seem counterintuitive to ramp up your marketing in January, but there are several valid reasons why not cutting back or going dark makes more sense.

  1. Tax Refund: Very few people wake up in the morning and decide to buy a vehicle that afternoon. Usually, there is a catalyst. Expensive car repair or one on the horizon, year-end bonus in hand and ready to spend, anticipation of a tax return earmarked for a new vehicle. Customers are in the shopping mode and you need to be visible.
  2. Year-end Trade-ins: Having quality trades from year-end sales and not telling anybody is like winking at someone in the dark.  If you don’t put strong marketing in place to let the public know, then you know what you’re doing, but nobody else does.
  3. Momentum: Dealerships run on momentum. Sales beget sales, service begets service and you can feel positive attitudes throughout the dealership. Keeping momentum after the yearend is the hardest mental challenge you’ll face all year. Continued advertising shows your team and the public you’re the place to do business.
  4. Competition: The car business never stops. Consumers don’t take off days. If they’re even thinking about buying a vehicle they are online and paying attention to advertising. What they are looking for is an excuse to pull the trigger. A reason to buy now. If you’re not providing a reason, the competition will.
  5. Hiring: Your dealership needs quality staff that can offer a top-notch customer experience on both the sales and service side of the business. For each day your dealership has an open sales role, you can lose up to $800 in gross profitability, and this number jumps to $1,200 for open service roles. December and January are also high-volume months for job applicants. Businesses across industries see an increase in job applicants throughout December and January, as employees start setting personal and professional goals for the coming year. You compete with other dealers. The dealer seen as aggressive and supportive of their people will get more consideration.
  6. Profits: Rarely does anyone ever save their way into a profit. You have to sell something, and for that you’ll need traffic. The only sure way to generate traffic is to be out there. You won’t get a hit if you don’t swing the bat.

The smart money?

We admit that January is a buyer’s market. As such, we have specific opinions on where is the best place to spend your money.

Digital
  • Consumers spend an average of nine hours researching online before walking into a dealership, visiting an average of seven automotive sites, including manufacturer, dealer, and third-party websites.
  • The most influential factors in consumers’ selection of a dealership are, by far, a low price and having the right inventory. In fact, consumers are almost twice as likely to pick a dealer that identifies as having the “lowest price” over reputation.
  • Consumers prefer to do the majority of fact-finding online, and face-to-face communication becomes increasingly important to them at the end of the process, analysts report. More than three-quarters (76 percent) of consumers think they will get a better price by negotiating in person as opposed to online.
Service Lane Marketing
  • Your customers are your #1 source of new business.
  • Sales tools are available to identify customers in a position to trade.
  • 80 percent of sales emerge from appointments made online. Only in the service lane can a dealership talk to a customer ahead of time.
  • January is the perfect month to work the service lane due to it being in the heart of winter with two or three more months to go.

We’re not saying to go wild and bust the budget in January. What we are saying is there are still plenty of customers, and with a little effort and a little budget, you can keep your dealership motivated, maintain year-end momentum, and increase your profits.

The Future Is Your Service Lane

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Note: This blog is a combination of information from industry experts, publicly held companies and Automotive News futurists.

“For hundreds of years, the horse was the prime mover of humans, and for the past 120 years, it has been the automobile. Now, we are approaching the end of the line for the automobile because travel will be in standardized modules.” – Bob Lutz

Dealership Structure Will Change

Experts are predicting that dealerships of the future will split into thirds over the next 10 to 20 years. One third will be for mobility services, i.e, autonomous vehicles, fleet and subscription-plan management services. According to an Automotive News article, “In the new world, some consumers want group leases on one self-driving car to share or to buy monthly subscriptions that allow them to switch from one kind of vehicle to another as their needs change day to day. In addition, large fleets have emerged offering ride-hailing services to either their members or the general public. “

Another third will come from those consumers who own a personal vehicle and either use it or monetize it by renting it out when they aren’t using it.

Refocus on Service

The final third is in service. No one can predict what the future vehicle will look like, but whether it’s autonomous, electric, ride sharing or subscription vehicles they’ll have to be serviced somewhere. If the future of the dealership is mobility centers, then upping your game in service now makes perfect sense. Service has long been the most profitable part of a dealership. In the Automotive News article “Forecasting the Future of Auto Retailing” the authors predict that “for the most part, the dealership of 2030 is fleet management and distributions centers. They have the capital to invest in new tools and training for service technicians to adapt to electric, autonomous vehicles service and maintenance requirements, as well as those of rapidly proliferating drones.”

This is a good thing. Chances are that these vehicles, because of the technology, will have strict service cadences. They’re not going to let just anyone maintain, upgrade and service these vehicles. If dealers can get past selling tangible assets such as cars and trucks and look at themselves as mobility and technology centers, the possibilities are endless.

What can you do now?

Focus on your service department now!

Offer same day/next day appointments

The aftermarket competition will tell your customers that they can bring their vehicle in “today” or “tomorrow.” So your answer has to be one day.

Optimize shop productivity 

If you are at 100 percent or higher, you need to hire technicians because you can’t reduce the wait time for your customers to come in unless you have the capacity to complete the repairs in a timely manner.

Refine your appointment process 

If you are like most dealers, 80 percent of your customer pay sales start with a telephone call to your dealership. Most of these calls go to a Service Advisor. In other cases, they go to a BDC, CDC or to an appointment coordinator.

Call “no-shows” 

Everyone has customers who do not show up for their appointments. Oftentimes, they just forgot.

Call customers on special order parts

If you walk back to your parts department you most likely will find a section of bins that your Parts Manager has designated for “Special Order Parts.”

Schedule your customer’s next appointment

Before your customers leave your dealership, you should automatically schedule their next service appointments based on time and/or mileage. Give them a card with the date and time of their next appointment.

2030

If the prognosticators are correct and the future will be here by 2030, then there is no time to waste. The sooner you get your customers trained and accustomed to coming to you for service, the better off you’ll be. Automotive News reports through a COX Automotive study that franchised dealers are snagging fewer than one-third of repair orders. The average vehicle makes 2.7 service visits a year. Quick-lube shops, tire stores and independent repair outlets account for about half of these visits; dealers take 30 percent, and the rest go elsewhere — body shops, retail stores and specialist businesses.

Direct Mail vs. Email: You Get What You Pay For

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Direct mail vs. email? In a constantly evolving marketing environment, which one really delivers the best bang for your buck? On one hand, dealers tend to feel that “nobody reads mail… they just throw it in the trash.” On the other hand, dealers just can’t get past “how cheap email is… it’s practically free.”  The evidence suggests we need to reevaluate the way we use email. Rather than thinking of it as a cheap form of marketing, how we can utilize its strengths? If we continue to bombard customers, we may risk alienating them. Really, the questions you should be asking are, “How do my customers want to be contacted?” and “How often?”

  • Today, 70 percent of consumers reportedly feel like they receive too many emails.
  • The average lifespan of an email is now just 2 seconds and brand recall directly after seeing a digital ad is just 44 percent, compared to direct mail which has a brand recall of 75.

Credit: Pro Active Marketing

As the effectiveness of email marketing declines, the response to direct mail is on the rise, and printed media becomes a more trusted form of consumer communication.

Credit: Pro Active Marketing

You might be thinking that direct mail doesn’t work with millennials. The truth is, according to the United States Postal Service, 47 percent of millennials actually check their mailbox each day. Not only do young people read their direct mail offers, they actually respond well to direct mail offers. The Data and Marketing Association marks 18–21 years olds’ response rate as 12.4 percent.

Credit: Pro Active Marketing

How often should I mail? It depends.

In all other forms of advertising – newspaper, magazine, television, radio and online – there isn’t a second thought given to spending thousands and even millions of dollars marketing to the same subscribers, viewers, and listeners day after day, and even year after year. Yet, dealers question sending a direct mail campaign twice to the same list. Advertising is primarily about repetition, and direct mail is no exception.

We’re not saying to quit email and put all of your money into mail, but since you’re selling the second biggest ticket item most people will ever purchase, take the time to send a letter, postcard, or custom-printed piece to ask for their business. It just means more.

It’s Not a New OR Used Vehicle, It’s a Vehicle!

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Thanks to the internet, vehicle quality, off-lease vehicles, ride sharing and more, the used car “selling” process has been turned on its head. People used to have the mindset that used vehicles were a cheap alternative to new vehicles. “I want a new vehicle but I can’t afford one” or “I’ll just get a cheap car to get back and forth to work” used to be the mantras. Now, U.S. motorists are holding onto their cars for longer than ever. According to IHS Automotive, the average new-car ownership period stands at 6.5 years, which is up from 4.3 years in 2006. Likewise, used-vehicle owners are keeping their rides for an average of 5.3 years, which is around two years longer than in 2016, pushing up the trade-in value.

Because of this, people are reconsidering buying a new car when they can trade for a less expensive used car with great reliability. Recent research from IHS indicates that only 1 in 3 car buyers know the exact vehicle they want to purchase when they start shopping. Now, many buyers are open to both new and used vehicles.

  • 40% of new car buyers considered used and new
  • 55% of used car buyers considered used and new
  • 92% of people that bought a vehicle consider buying again
  • 70% of people that leased a vehicle considered leasing again

You need to approach the customer as a “sale.” Not a new or used vehicle, but any vehicle. Vehicle owners have drifted from “I want a new vehicle” to “I need a new vehicle.” Two in three state they need, rather than want, a different vehicle. This is a reflection of the older used car market with buyers holding onto their cars longer.

Because of the length of time in the market, don’t think of it as a one-and-done marketing proposition, but rather an ongoing, sustained communication. People still spend 108 days (3.5 months) in the market prior to the purchase of a new or used vehicle. Even though shoppers are spending a total of four fewer days in the market for a car than last year, this is still a long time. Customers in equity positions need constant contact. Half of all car buyers do not contact the dealership prior to their first visit. Dealers need to direct market toward customers who provide the highest chance for hand-raising.

Fifty-three percent of car buyers look for monthly payment information while researching a vehicle, and 47 percent of buyers said that the total price of the vehicle is more important than the monthly payment. That said, more than one-third of buyers feel the total and monthly price are equally important, highlighting the need for dealers to provide both options in their merchandising.

Prospect Vision recommends equity marketing with a “go shopping price (GSP).” The GSP allows customers to buy new or used vehicles on their terms, increasing the chance of a sale. Don’t assume that equity customers are excited to jump into another new vehicle. They may want to upgrade to a larger used SUV or pick-up for at or near the same price or payment.

It’s hard enough selling a vehicle of any kind in today’s competitive environment. Take the path of least resistance, create a happy customer and improve your gross along the way by giving the customer a choice of a new or used vehicle.

Equity Mine Older Vehicles in Your Service Lane

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Americans Are Keeping Their Cars Longer and Longer

Americans’ concern about the state of the U.S. economy is at its lowest level on record, according to a new survey that’s been tracking the issue for decades. Gallup research this month found just 12 percent of Americans said an issue related to the economy is the most important problem facing the country. In August, the figure was 17 percent.

Despite a robust economy, increased consumer spending, and three consecutive years in which annual auto sales topped 17 million, Americans are continuing to keep decade-old vehicles running–and they’re only getting older.

What does this mean at your dealership?

Equity Mine Older Service Lane Vehicles

The age of light-duty vehicles in the United States rose 13 percent to an average of 10.5 years, according to a 2017 survey by the U.S. Department of Transportation. While this number is off the average of 11.6 years cited by research firm IHS in 2016, all signs point to America’s fleet – and its population of more than 223 million licensed drivers – growing older.

Pickup trucks, in particular, are staying on for longer. The average pickup was 13.6 years old in 2017 as compared to 11.2 in 2009. Vans jumped to 10.9 years (up 24 percent), SUVs rose to 8.5 years (up 20 percent), and cars’ average age increased to 10.3 years (up 8 percent).

Overall, the aging of the vehicle fleet suggests many households have delayed purchasing a new vehicle or have instead purchased a used vehicle. Lower-income households were most likely to hold on to older cars. On average, those reporting annual incomes of less than $25,000 drove 13-year-old cars, while those with incomes above $100,000 had nine-year-old cars.

Older vehicles, especially those bought new and driven by the Baby Boomer generation, are usually better-taken care of, have fewer miles and are more prone to visit your service department over local repair shops.

The great thing about older vehicles as equity targets is that the owner knows it’s not going to run forever. Plus, with the massive industry shift to SUV’s, you now have an opportunity to offer customers a real change from their current vehicle.

If a customer has chosen to hang on to their current vehicle, then they probably do it for cost saving, or they really like the vehicle.  Either way, getting them physically into a new vehicle with all its features and benefits is the first step to a sale.

Leasing may be an option for these customers. Leasing avoids the sticker shock, and the vehicle trade-in could cover all of the upfront transactional costs.

How PV Mines Older Vehicles

Prospect Vision has the capability to search back 15 years.  This can help the dealer source pre-owned vehicles. Plus, even if the person owned the car for 10 years, we can still show the old loan payment. This historical data can be used to show estimate trade and estimate terms for a newer vehicle based on the previous payment range. Most people are comfortable in a certain payment range.

So, there you go. Yes, customers are keeping their cars longer, but the good news is that they’re keeping the cars they bought from you longer. Sooner than later, they are going to need a new vehicle, and by maintaining diligence in the service lane you’ll be there when they do.

Keeping Millennial Customers Coming Back

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Attracting millennial customers to your dealership is critical to your continued business success. The increasing purchasing power of this generation, plus their life stage as young adults and young parents, will make them just as valuable a demographic as Baby Boomers have already been to your business. But once you’ve got those millennial shoppers in the door, how can you keep them coming back?

Be consistent

Millennials are expecting a seamless transition. They switch from looking at your website on a smartphone or tablet to looking at it on a desktop to eventually walking into your dealership. If your store is having an Independence Day sale, you better make sure that message is conveyed on your website. And it goes both ways: If your website says you have a particular vehicle, you better make sure that vehicle is shown prominently when they show up at your store. Disappointing or frustrating millennial customers is the surest way to lose their business. Plus, millennials aren’t going to be as forgiving if it’s not an easy transition from digital to in-person. With the power and savviness they possess with social media, you can bet they’ll be telling their friends and the rest of the world.

Offer expertise

How many times has a customer walked into your store and you quickly ascertained they know more about the vehicle than your salespeople? You can count on millennial shoppers showing up with a world of information at their fingertips. When they visit your store, they expect your sales team to be just as knowledgeable. Here’s a sobering number: 40 percent of millennials say that “deep product knowledge” is important to them when visiting a store, according to PricewaterhouseCoopers reports. That means you and your staff need to be ready for them. Your employees should be able to answer in-depth questions about products, provide recommendations and suggest complementary upgrades.

Reward followers

Millennials won’t follow your store on social media just because they think you’re cool. Just like you when you go shopping, they expect to get something out of the relationship. Exclusive access to deals, discounts or information are key reasons millennials follow dealers on social media. When millennial shoppers manage to find their way to your dealership, that’s when you can tell them by word of mouth or signage to follow you on social media by explaining the rewards they’ll get. Millennials may be different from past generations when it comes to shopping habits, but one thing still holds true no matter the shopper. We all want to feel wanted and rewarded for our loyalty!

Related reading: Higher Customer Retention Means Higher Profits!

Use mail

If you want millennials to become loyal retail customers, you’ve got to offer those personalized, targeted promotions and discounts. That means offers sent by email or mailed to their homes can often be the most effective promotional tool for this age group. In this age of fast-is-better technology, sometimes the best way to grab the attention of millennials is to drop an offer in the mail.

Text them

Why should a dealership’s service advisor, salesperson or your BDC text? A dealership must put themselves in their client’s shoes. A doctor can text between patients, a plumber can text while on a job, and a lawyer can text while in a meeting. The data supports this as texts are replied to, on average, within 4 minutes. The expectation for a return call to a voicemail is the same day and the expectation for an email is 24 hours. Millennials don’t talk … they text!

Conclusion

Adjusting your customer retention methods to focus on millennials is smart. Not only is this generation growing in influence, they’re influencing how their parents shop as well.

Higher Customer Retention Means Higher Profits!

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We’ve all heard it a hundred times: “Acquiring a new customer can cost 6 to 7 times more than retaining an existing customer.” And yet, we still can’t seem to find a few dollars each month to spend on customer relationship marketing.

Customer Retention Figures

Let’s set the stage for the cost of customer acquisition versus customer retention.

  • The cost of customer acquisition versus customer retention could reach as high as 700 percent*
  • Over a 5-year period, customer natural attrition rates could reach as high as 50 percent
  • Businesses which boosted customer retention rates by as little as 5 percent saw increases in their profits ranging from 5 percent to a whopping 95 percent

Benefits of Marketing to Current Customers

Now I think we can all agree there’s some opportunity here to refocus more on our existing customers, rather than chasing down new ones. By simply automating the process of service lane marketing, content marketing, email marketing and social media marketing, you’ll have huge success:

  • Staying in touch with your current customer base
  • Reminding your customers of upcoming events and seasonal tips
  • Maintaining a professional appearance all the way to the inbox
  • Taking advantage of opportunities to reach out to clients you have not talked to in years; you have new makes and new models to offer them
  • Get a few more referrals sent your way

You might also like: 4 Unique Skills Your Employees Possess that Can Help You Sell More Cars

Making Equity Mining Seamless

This is why service lane marketing is vital. Think about your regular service customers. They are more profitable, more loyal and of greater lifetime value to the dealership. Service lane marketing attracts the richest mix of loyal customers. Many dealers are wasting marketing dollars on disloyal customers who will never stick around long enough to pay back their acquisition investment.

Many dealers have been turned off to equity mining because they may have had inadequate training, didn’t use it or had improper processes in place at the dealership. Others have invested in poor software where the numbers didn’t add up and lost confidence with their staff. Either way, having an easy-to-use software solution installed is essential. Partner up with a vendor that is committed to your success. Being able to serve up customer information that is accessible at a moment’s notice is crucial. Your staff needs to have a seamless process that encourages them to use the software. Once they have bought in, it becomes part of their daily routine.

 

*Source: Frederick Reichheld of Bain & Company.

Meet Prospect Vision’s New Digital Press: The Xerox® Versant® 3100 Press

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Prospect Vision is proud to announce the newest addition to the office – The Xerox® Versant® 3100 Press. Equipped with groundbreaking technology, this state-of-the-art printing press allows for maximum efficiency while delivering unmatched quality. As one of the most powerful, advanced, and innovative presses on the market today, the possibilities are endless when it comes to providing our customers with the high-quality materials they desire.

What Does This Mean for Our Customers?

With the new Xerox® Versant® 3100 Press, our customers can now expect even higher efficiency when working with Prospect Vision. With the ability to print from such a powerful production press, we’re now able to do even more in less time. Ultimately, this means we can provide you with even quicker turnaround times, getting you the materials you need as soon as you need them. This doesn’t mean we’re sacrificing quality, though. Far from it. With technology like the exclusive Xerox® Ultra HD Resolution and Production Accurate Registration, we guarantee you’ll be stunned by the quality of your materials with each delivering jaw-dropping detail. From banners to envelopes, we can handle any job you need with a minimal turnaround time.

Details on the Xerox® Versant® 3100 Press

For those who are curious to learn exactly how efficient this press is, take a look at some of the impressive stats below.

  • Prints at 100 ppm on stocks, specialty media from 52-350 gsm, and auto-duplex up to 350 gms
  • Exclusive Xerox® Ultra HD 10 bit Resolution with four times more pixels than other presses
  • Average Monthly Printing Volume of up to 250,000 and maximum monthly duty cycle of 1.2 million
  • Fully automated color and production print optimization via Full-Width Array
  • Automated Color Calibration and Production Accurate Registration with tolerances to within a half millimeter
  • EA Toner, 2400 x 2400 dip with 10-bit RIP and an advance Compact Belt Fuser

You might also like: Why Direct Mail Still Matters in the Digital Age

Contact Prospect Vision Today

If you’re looking for a partner in printing, we are now, more than ever, your go-to source. From booklets, brochures, and catalogs, to reports and newsletters, and even wire-bound products, we can do it all. Get the materials you need with one of the shortest turnaround times in the industry, and ramp up your marketing today. Teaming up with Prospect Vision may just be the best business decision you’ve ever made. Contact us today to find out what we can do for you.

Trucks and SUVs – An Equity Mining Opportunity

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There are two kinds of vehicle owners in this country, those that drive a truck (SUVs included) and those that want a truck. In the latest 2018 May sales recap, trucks commanded 62 percent of new vehicle sales. This paradigm change in the market is so complete that Ford will quit producing cars in 2020.

This presents a tremendous opportunity for equity mining. Every “car” in the service lane presents an opportunity. It’s not that people just want trucks – they need trucks.

American culture, both young and old, is increasingly focusing on wellness. Trucks and SUV’s are now crucial for hauling gear. Paddleboards, kayaks, biking, hiking – you name it – are all facilitated by owning a truck. Previously, those who owned a pickup truck also had a car in the driveway. But now, that second vehicle is an SUV.

Equity mining

The desire for trucks and SUVs is an opportunity to create incremental sales, shorten the customer trading cycle, and to establish a significant profit center for a dealership. These opportunities turn into success when equity mining their database and equity mining the service lane are married to the right process and the right tools. Dealerships that set up a full-time department/team and have them focus on equity mining for service lane sales can convert from 2 percent to 4 percent of their total customer pay and warranty repair orders into new vehicle sales. Additionally, they can convert 3–5 percent of the eligible database equity mining contacts into sales monthly.

A little push

Make no mistake about it, a new vehicle purchase is still an impulse item. Very rarely does anyone have to have a new vehicle. A truck or SUV is an impulse buy for very rational reasons: “It’s so handy for chores around the house.” “It provides greater visibility and safety.” “It allows us to haul paddleboards and kayaks.” And so on.

Place an SUV or Crossover equipped with a bike rack, paddleboards, or kayak in the service drive next to the customer lounge entrance. Have artwork on the customer lounge walls featuring trucks, SUV, and crossovers in lifestyle settings. We have always said that two of the most influential factors in sales are social acceptability and a compelling reason to buy. Trucks and SUVs give you both.

Another tactic is to incentivize buying with YETI giveaways. Try displaying these coolers near the truck, and advertise that they come free with vehicle purchase. These coolers are known for their high quality and cool factor – pardon the pun. Leveraging the outdoor and adventure lifestyle associated with the YETI brand will help you connect this image with the purchase of a truck.

You might also like: 4 Unique Skills Your Employees Possess that Can Help You Sell More Cars

Prepare to win

Create an atmosphere for equity mining to be successful. We have all heard the quote, “The key is not the will to win… everybody has that. It is the will to prepare to win that is important.”

Taking time to stage the service lane can give an extra push to your equity mining and provide a leg up for your salespeople.

4 Unique Skills Your Employees Possess that Can Help You Sell More Cars

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All employees are different. They come from different backgrounds, have different past experiences, and possess different skill sets. While you probably already know about certain skills that make them great in their position, you may not know about others that are completely unrelated to their job titles.

By discovering the strengths your employees aren’t currently putting to use, you can find ways to utilize them around the dealership. Not only will this benefit the company as a whole, but letting them do something they’re good at can make them more engaged and happier in their day-to-day role.

While uncovering these unique skill sets can be extremely easy with some employees, it can be a little harder with others. The easy way is, of course, just asking the employee about their hobbies, interest, likes, and dislikes. On the other hand, it may take you watching them as they work to get a better idea of their strengths and unique skills.

So what type of skills should you be on the lookout for? We have a few unique skills below that one or more of your current employees is likely to possess, plus how you can utilize them to sell more cars.

Social Media Skills

You know the guy or girl that checks their Facebook page at every possible chance and stays up-to-date on all the new social media trends? This is the employee you want helping with your social media. Whether or not you have an agency in charge of your social platforms, this employee has an inside look at the dealership and can provide valuable insight on what you should be sharing with your audience. While they can help write posts, they may also be great for creating interaction and engaging with potential customers on social media.

Photography Skills

In today’s online world, images are so important, and with just about everyone owning a smartphone with a quality camera, you don’t have to have an expensive photographer at all times. From snapping inventory shots of your new vehicles to capturing the fun at dealership events, there are a number of ways you can make use of an employee’s love of photography.

Organization Skills

You likely have some employees who can’t keep up with deadlines and often misplace important papers, but you probably have others with impeccable organization skills. These are the ones that would be great for helping you plan events or assisting you in other projects that you just can’t seem to keep your head above. Letting them take the lead on these tasks won’t only help you keep your sanity, but also get them more involved in the dealership.

Fundraising Skills

Being part of the community is something most dealerships strive to do. But often, it gets left to the wayside when things get busy. If you really want to get your dealership involved in charitable causes and fundraisers for various organizations in your area, leave it to the employees that genuinely enjoy helping others and have a knack for getting other people excited about charitable causes. While this will obviously benefit the dealership, this employee is sure to find even more fulfillment in their position.

It may sound tricky at first, but by simply taking the time to learn more about your employees and uncovering their unique skills, you can find countless ways to make them a more valuable employee, plus make your dealership more successful at the same time.