Auto Dealer Monthly, May 2015

2 AUTO DEALER MONTHLY MAY 2015 16 22 VOLUME 12 ISSUE 5 MAY 2 015 18 24 O P E N E R S 4 On Course Warren Buff ett and Larry Van Tuyl staged a memorable extended press conference at the 2015 NADA J D Power Automotive Forum 6 Viewpoints Readers press for more SEO and SEM expertise and weigh in on the hit or miss nature of social media marketing 8 The Vast Research Conspiracy Ziegler casts a skeptical eye at funded research Shop Click Drive and any suggestion that F I should be sacrifi ced in favor of a 45 minute sales process C L O S E R S 26 Subaru Soul Mark Sattler drives what he sells and his dedication to Subaru has led to 38 successful years at Nielsen Mitsubishi Subaru 27 A Biased Report Tom Hudson sift s through a 700 page report to expose the bias behind the CFPBs arbitration process 28 Show Your Pride Jason Heard encourages struggling sales pros to take pride in the fact that they are keeping car buyers and the economy on the move F E A T U R E S 16 Living the Dream Less than 15 years aft er taking a leap of faith and going out on his own Mario Murgado turned a failing Honda GMC dealership on Miamis famed Calle Ocho into a nine store auto group representing six brands 307 employees and more than 6800 new and used vehicle sales 18 In Favor of Shop Click Drive It may not appeal to every dealer but the fully online transaction will only gain momentum as car buyers become increasingly familiar and comfortable with self service 20 4 Secret Skills of Successful Managers Dealers and managers need actionable strategies to create implement and enforce lasting changes in an increasingly complex workplace 22 Are Employees Pickpocketing Your Profi ts Lax policies that allow managers and staff to complete purchases discount or give away services or return parts for cash could be aff ecting your bottom line 24 Your Constant Value Proposition At Drivers Village in Syracuse N Y CIO Firas Makhlouf oversees a Customer Experience Team that is empowered to resolve most of the 20000 sales and service calls it receives each month PHOTO COURTESY BRICKELL MOTORS