Wisco Weekly

During Summer 2018, it would be wise to consider a cost-effective renovation to the dealership that doesn’t require bulldozers, only an architect’s insight. Principal of A Plus Design Group, Trent Clark, shares what improvements can be made to the look and feel of a dealership to align with the customer experience without having to break the bank.

To hear the unedited interview with Trent, visit our Youtube channel.

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In Peter Fader’s book Customer Centricity, he defines ‘customer lifetime value’ as the present value of the future (net) cash flows associated for a particular customer. With over 260,000 customers, Exotics Racing in Las Vegas and Los Angeles understands this concept very well. Charles Price, Corporate Sponsorship Executive, details the process by which Exotics Racing optimizes the customer lifetime value through their tiered approach.

For a limited time, listeners of Wisco Weekly receive a special offer from Exotics Racing. Tune in to find out and use coupon code ‘WISCO’ on the exoticsracing.com website to claim your offer.

To hear the unedited interview, please visit our Youtube channel.

For driverless cars to reach scale, adoption must occur between cities, counties, and states. Public finance attorney, Rudy Salo, of Nixon Peabody shares insight on how a driverless utopia can manifest beginning in the state of California. Other topics Rudy and Dennis tackled:

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The psychology of today’s car buyer is heavily influenced by the millennial generation. JD Powers predicts that by 2020, 40% of all new car sales will comprise of millennials. It is inevitable that these same car buyers will eventually be buying from their peers. Dealer Principal and Consultant, Jeff Wahl, trains and recruits prospective dealership employees throughout the United States. Through his eyes, he imparts how dealerships can attract a millennial workforce.

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To hear the raw interview with Jeff Wahl, listen on Youtube.

In part 2 of the Evolution of Salesperson to Product Expert, Kelly and Dennis add further insight and commentary into the interview conducted with Patrick McMullen. Topics discussed in this follow up episode include pay plans, a Driving Sales study, and the Supreme Court case of Encino Motorcars vs Navarro.

Listen to Part I here.

Hear the unedited interview on our Youtube channel.

Tensions at dealerships go beyond the salesperson-customer dynamic. Sometimes this tension is an internal battle with dealership staff. As a result, a transformation is occurring at dealerships where more and more dealer executives are moving away from commission-based salespersons to hourly product experts. Patrick McMullen, VP of Strategy and Innovation at Max Digital, discusses external and internal dealership operations at his fictitious “McMullen BMW” store.

This is Part I of a two-part series analyzing the evolution of the salesperson into a product expert. Stay tuned for Part II.

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There is a trend in the car business where workers did not make the car business their first priority of a career. One may even say that the car business “siren songed that ship right into the rocks.” This metaphor identifies those individuals who have been lured into the business and have begrudgingly come to love it.

Brendan Dolan aspired to become a “top gun” pilot, but discovered the sound of drifting tires was a greater thrill than the sound of jet engines. In this one-on-one interview, Brendan shares how he got started in the business, how he learned and excelled in his profession, and offers sound advice into the future of the car business.

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Website chats are a necessary tool for communication that has grown and evolved. Whether chat is managed by the dealer, fully managed by a vendor, or used as a bot, its application in a modern dealership creates new opportunities to engage customers if done the right way. Jeff Sterns and Michael Chaparro of Car Chat 24 are highlighted in episode #05 of Wisco Weekly and give credence to proper website chatting.

Also, serving as a special guest co-host is Brendan Dolan, who supplies additional insight on how website chat has been used and what its future will be.

To hear the unedited interview, visit our Youtube channel.

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Responsible lending is a delicate balance between customer, dealer, lender, and a credit bureau. When all are aligned, everybody wins. Craig Sims, VP of Equifax Automotive Services, shares his car buying story and how dealers can be heroes to customers when the customers have an affordable payment.

Also, be sure to revisit Ep #07 of Season I — Consumer Credit Applications — to learn best practices on filling out a credit app when buying a car.

To hear the unedited interview, visit our YouTube channel.

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