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You can't force change on those who are already successfully doing what they do.  If Mr. 30 Cars doesn't want to use an iPad that doesn't mean that you need to force them to use it.  It's appropriate to initiate new associates to the technology and create a transitional change within the dealership but nobody is going to move Mr. 30 Cars to Mr. 40 Cars by using an iPad.  It's all about the relationships they have formed and the experience they provide.  People have always bought vehicles from people ... not from iPads.  Now, if Mr. 30 Cars doesn't have a Facebook account let's help them master the connectivity of social media of all of his customers that are most likely using Facebook and see how effective that would be in garnishing more relationships and sales and sharing great customer experiences.  Someone could make fortune writing and teaching a "Facebook For Dummies" book and showing Mr. 30 Cars how to expand his network exponentially.