"The Million Dollar Swing!" How One GM Drove $1M in Profit Growth in a Year & The Numbers Behind It | Frank Esparza, General Manager at Tracy Honda
Today I'm joined by Frank Esparza, General Manager at Tracy Honda.
Frank walks through how his Honda store in Tracy, California, turned a stagnant pay plan into more than a million dollars in net profit growth in twelve months.
He breaks down enforcing minimum sales standards, why he moved his advertising budget from broad reach to buyers already in the market, and how a lending partner is approving finance deals that traditional banks reject outright.
Topics:
03:00 Raising Standards Drove $1M Growth.
09:20 The Marketing Company That Worked.
13:00 Lower Funnel Marketing Was A Disaster.
28:00 Fix Your Funnel, Fix Your Gross.
32:00 The Passport Home Run.
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