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. Frank also details a website change that pushed customer time on site past five minutes, well above the industry norm. Any operator chasing more gross without adding traffic will find a step by step account of exactly what he changed.
Topics:
02:00 The GM Who Got Demoted First.
03:00 Raising Standards Drove $1M Growth.
07:00 CRMs Only Work If You Do.
08:40 Training From The Desk.
09:20 The Marketing Company That Worked.
13:00 Lower Funnel Marketing Was A Disaster.
16:30 The Manager Who Leaves The Seatbelt Off.
18:00 Selling F&I Upfront At 60%.
19:00 The AI Lender That Says Yes.
26:00 The Boutique Website Experience.
28:00 Fix Your Funnel, Fix Your Gross.
32:00 The Passport Home Run.
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3. @UpstartNetwork - With integrated financial capabilities powered by AI, Upstart’s connected platform enables consumers to shop from anywhere, then seamlessly transition in-store to complete the deal digitally, creating a hassle-free purchase path that benefits both dealers and buyers. For a brighter car-buying future, visit @ https://hubs.ly/Q04kzc8f0
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