Welcome to another edition of the Car Dealership Guy Podcast Recap newsletter—the key lessons from top operators, founders, and execs shaping the future of auto retail.
Today’s guest is Brent Faron, Manager of Bo Beuckman Ford.
We cover Brent’s journey from cleaning cars to leading one of the Midwest’s largest single-point buy centers and the AI tools he’s using to acquire 100 cars a month.
BDC agents handling buy center calls destroyed acquisition momentum.
Bo Beuckman Ford initially had their BDC team take buy center calls while simultaneously setting appointments, which completely disrupted workflow and killed results.
"When we first started out, we had our BDC involved and I pulled them from our BDC, because as a BDC rep agent, it's very hard to get into any momentum in your day when you're setting appointments and then all of a sudden somebody calls, and they're like, 'Hey, I want to price my car.'"
They hired a full-time buyer who actively hunted Facebook, Craigslist, AutoTrader, and Cars.com instead of waiting for inbound leads, a strategy that became their survival plan during COVID's chip shortage.
Giving firm offers upfront transformed phone conversion rates.
The dealership initially used price ranges during calls, which created negotiation friction and tanked conversion, but mentor Aaron Gomez pushed Brent to shift strategies.
"Aaron was like, 'Why don't you just hit them with what it is. Like, you're a reputable dealership. They're going to do their own research on your dealership. They're going to see you've got 4.8 Google rating with 2500 reviews. So, just hit them with what you can do.'"
This approach leveraged the dealership's strong reputation and helped the buy center gain real momentum after hitting a major roadblock.
Training ChatGPT on appraisals takes consistent correction over weeks.
Brent uses OpenAI to analyze market data and book values for buy recommendations and retail strategies, but the real work comes in teaching it dealership-specific rules.
"You have to communicate out what you want it to tell you. Use logic, use reasoning, use market data, use book values. Then, it's going to actually say, ‘According to all these different metrics, that's a good buy.’"
When the AI suggests incorrect pricing, he explains why late-model vehicles need different treatment than fast-moving inventory until it learns their operation.
AI-powered interviews help new salespeople build complete monthly plans.
When a new salesman started, Brent showed him how to have ChatGPT interview him about selling 30 cars monthly by asking one question at a time rather than dumping information all at once.
"20 minutes later he comes back. He's like, 'Oh my god, I got a monthly planner, a weekly planner, daily task list, service drive strategy.' I mean, he's got all this stuff that is customized."
This interactive method prevents generic advice and creates actionable systems tailored to each salesperson's specific situation and goals.
Presented by:
1. OPENLANE - The world’s best online dealer marketplace for used cars, bringing you exclusive inventory, simple transactions, and better outcomes. Learn more @ openlane.com
2. Lotlinx - Get the best possible market advantage on every vehicle transaction. Optimize operations and boost profits using artificial intelligence (AI) and machine learning. Learn more @ lotlinx.com
3. CDG Recruiting - Hire top dealership talent, fast. From sales managers to GMs and C-suite execs, we’ve placed over 1,000 roles across auto retail. Ready to scale without the hassle? Visit cdgrecruiting.com to get started.
Homegrown AI tools often outperform expensive vendor products.
Bo Beuckman's service manager built custom AI software that eliminates multiple hours of daily administrative work, while most vendor AI products fail to deliver substance.
"I think the majority of vendors that say they have real AI don't really have it. I think it's a buzzword… Once you start learning about it, you start realizing… I can move mountains with this thing."
Brent champions AI with select employees first, lets results speak through 10-minute task completions, then others request access after seeing proof.
Starting at entry-level positions builds credibility across generations.
Every leader at Bo Beuckman Ford (including Brent, his wife, their GM, and the 50-year body shop veteran) started by cleaning cars before advancing.
"I started cleaning cars. My kids, if they want to be in this business, will start doing the same. My wife cleaned cars. Our GM cleaned cars. Body Shop Bob, the head of our body shop, he's technically retired, but he's been with us 50+ years, started cleaning cars."
This shared experience creates understanding across departments and earns respect from long-tenured employees when young managers step into leadership roles.
Family members entering the business should expect to prove themselves.
When Brent's girlfriend (now wife) defended his capabilities during a conversation about whether he could even stock cars in, it marked a turning point.
"My wife came in and said, 'Do you guys think I'm dating a complete idiot?' And she was like, 'Give him a job.' I think she was my girlfriend at the time."
His father-in-law deliberately gave him opportunities to fail and learn rather than shielding him, including a $7,500 frame damage loss that became a critical lesson.
Doing the hard work separates winners from losers with AI.
Most dealers dump information into AI and expect it to figure everything out, but real success requires daily training and adaptation.
"AI is nothing more than an employee. You're leading them into battle. The only difference between AI and employee, it doesn't have emotion. So are you going to adapt? Are you just going to keep sending it out there and getting the same result over and over again?"
The dealers who invest time in the painstaking process of correction and refinement will see AI enhance their best people while others fall behind.
Buy center success requires dealership-wide commitment beyond acquisition.
Building a sustainable buy center means getting buy-in from the dealer principal down through every department, not just hiring a buyer.
"You have to have commitment from the entire dealership…This is part of our business and it will always be part of our business, regardless of what's going on around the world or whatever. We're buying cars. It doesn't matter."
Consistency matters more than perfection—many dealerships jump in, take losses, then abandon the strategy instead of staying committed through the learning curve.
Three types of dealers will emerge as the AI wave hits automotive.
The industry faces a massive transformation that will separate dealers based on how they prepare for and adapt to artificial intelligence.
"There's going to be the dealers that are looking ahead and they're preparing for it and when that wave comes, they're going to ride it. Then, there's going to be the second dealer that's not really doing anything yet…and they're going to start scrambling. And then, there's going to be a third dealer that's like, 'I don't need that.' And they're going to become just completely obliterated."
The dealers who champion AI now, train it properly, and integrate it across departments will dominate, while those who dismiss it will struggle to survive.
