Auto Dealer Monthly, September 2014

Vice President Group Publisher AutoGroup Sherb Brown 310 533 2451 sherb brown@ bobit com Publisher Dealer Group David Gesualdo 727 947 4027 david gesualdo@ bobit com Editorial Director Gregory Arroyo 310 533 2592 gregory arroyo@ bobit com Managing Editor Tariq Kamal 323 377 0929 tariq kamal@ bobit com Associate Editor Brittany Marie Swanson 310 533 2588 brittany swanson@ bobit com Art Director Vince Taroc Graphic Artist Jeff Polman National Sales Manager Greg Ree 407 383 2260 greg ree@ bobit com Sales Marketing Coordinator Tracey Tremblay 310 533 2518 tracey tremblay@ bobit com E Media and Print Production Manager Brian Peach 310 533 2548 brian peach@ bobit com Audience Marketing Manager Tony Napoleone Chairman Edward J Bobit President CEO Ty F Bobit Chief Operating Offi cer Cyndy Drummey Chief Financial Offi cer Richard E Johnson Business and Editorial Offi ce Bobit Business Media 3520 Challenger St Torrance CA 90503 Fax 310 533 2503 Change Service Requested Return Address Bobit Business Media PO Box 2703 Torrance CA 90509 Subscription Inquiries 888 239 2455 BobitPubs@ Halldata com Printed in U S A OPENING OBSERVATIONS The Mark of Quality Dealers represent all the best aspects of doing business in an age in which customer service is paramount to success In Palm Harbor Fla a stones throw from offi ces sits the 1000 acre Innisbrook Resort and Golf Club You golfers will recognize Innisbrook as the site of the PGAs annual Valspar Championship In the Tampa Bay area we consider it an ideal venue for business meetings fi ne dining guest lodging and of course the occasional 18 holes all with the unmistakable touch of Southern hospitality Unfortunately it wasnt always this way In 2007 Innisbrook was on the block Th e resort had grown in size and prominence since it fi rst opened in 1970 but it had lost a fair amount of luster in the decade before it went on the market Th e Tampa Bay Times reported that the previous owners Golf Trust of America Inc suff ered losses totaling 53 million It showed Th e hotel rooms were in need of an upgrade and some of the condominiums and other buildings had fallen into obvious disrepair I met a friend at the steak restaurant around that time It had opened to the public in an eff ort to drum up business I hadnt visited in a couple of years and as I drove by the adjacent course I was taken aback by its poor condition As Golf Trust awaited bids from legitimate buyers speculation ran rampant Would Golf Trust pull the plug and let the swamps reclaim the areas premier golf resort Would a real estate speculator pull up the greens raze the woods and turn the place into the next massive housing development Happily a savior arrived in the form of Sheila Crump Johnson the multimillionaire co founder of Black Entertainment Television co founder and CEO of Salamander Hospitality and part owner of three Washington D C professional sports franchises Johnson refused to be dissuaded by Innisbrooks past misfortunes She bought the resort for 35 million and promised to invest another 20 million in improvements Within months the greens had been reseeded and repairs were underway In the seven years since old facilities have received a facelift new buildings and amenities have been added and the mark of quality has returned Innisbrook is once again a destination of which all of Tampa Bay can be proud A similar success story can be found in this months cover subject Don Boyle of the Scott Family of Dealerships in Allentown Pa shares his strategies for success in fi xed ops Boyle joined forces with our resident online marketing expert Paul Potratz to overhaul his fi ve rooft op auto groups service business 4 AUTO DEALER MONTHLY SEPTEMBER 2014 As you will read Boyles multipronged campaign is built around a singular theme By making customer service your fi rst priority you can succeed in any pursuit Communications between Boyle are well timed and heavily personalized His name and face are familiar to every sold customer as well as the service customers he draws from his constantly expanding market He was the only source for Potratzs article but I have no doubt that eff orts similar to those undertaken by Boyle and the Scott Family team are propagating at dealerships nationwide Aft er all properly executed every service visit is an opportunity for a sale at the very least it is a chance to reinforce and expand your brand I believe the mark of quality permeates our industry I see it everywhere from your websites to your sales processes to your special fi nance departments Dealers are building longterm relationships with happy customers It is a good time to be in the business my Re niz al V are me By David Gesualdo