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Jared, we have and always will have that reputation. I've had customers talk about how sorry dealers are. When I would remind them that is what I am, "that's different" ... "You are not like that". Today, customers think you are dishonest for making a profit. Nobody is too honest for this business. I was the Internet Director for a Nissan store in Dallas. We were consistently in the top 5 out of the group (76 stores at the time). They fired my GM and brought in a pure crook. I had to quit, after six years, because I don't do business that way. I followed my GM to another Nissan store. I had to start all over. My previous store's internet sales went into the toilet. And my new store became the number one volume internet department out of 173 dealerships. It isn't just about honesty, it is about culture. If the culture is about excellence, you will do amazing things.
Jared, we have and always will have that reputation. I've had customers talk about how sorry dealers are. When I would remind them that is what I am, "that's different" ... "You are not like that". Today, customers think you are dishonest for making a profit.
Nobody is too honest for this business. I was the Internet Director for a Nissan store in Dallas. We were consistently in the top 5 out of the group (76 stores at the time). They fired my GM and brought in a pure crook. I had to quit, after six years, because I don't do business that way. I followed my GM to another Nissan store. I had to start all over. My previous store's internet sales went into the toilet. And my new store became the number one volume internet department out of 173 dealerships. It isn't just about honesty, it is about culture. If the culture is about excellence, you will do amazing things.
