- Car Dealership Guy News
- Posts
- How dealers quietly outsmart their competition
How dealers quietly outsmart their competition
Going beyond the basics
Hey, everyone — Quick announcement: this newsletter — formerly called CDG Market Pulse — is now called The Breakdown!
The content remains the same, but the new name better reflects what we deliver — and it’s now available in audio every Friday morning at 6 AM EST.
Oh, and we’re holding onto the name Market Pulse for something exciting — Stay tuned!
—CDG
First time reading the CDG Newsletter? Subscribe here.
Today, most dealers use the same tools and technology to get ahead in their markets. But ironically — technology and commoditization are leveling the playing field like never before. Competition is hot and will only get hotter as time goes on.
But times like these also create opportunities for operators to stand out in other ways — one of which is their brand.
Yes — that non-techie, old-school word came up time and time again in my conversations with dealers recently. And for good reason…
You see — an analysis of over 8 million dealership Google reviews by Widewail revealed a harsh truth: negative reviews mentioning dealership staff are up 20% year-over-year.
And it got me wondering — what are the dealers with incredibly high Google ratings doing differently than those with low ratings? Here’s what I learned...
A highly systemized approach to dealership training is critical at scale.
At Walser Automotive (26 stores across Minnesota and Kansas), every new hire begins with a one-day orientation introducing the company’s history and core values: do the right thing, lead by example, and embrace change.
After orientation, they move into a paid 3.5-week training program led by two in-house trainers. The program dives deep into Walser’s sales process, blending guided sessions and roleplay exercises to help new hires think critically about customer expectations in the “Amazon age.”
The program then culminates in a high-stakes 45-minute final assessment, where the new hire must successfully complete a simulated deal — with a sales manager stepping in to act as the customer.
Image source: Walser Auto Group via LinkedIn
But training doesn’t stop there. The sales team has 30 minutes blocked off their schedules every morning before open to attend a specific training session with one of the sales managers. And since Walser represents a wide variety of brands — sales managers often do side-by-side vehicle comparisons in-person — mimicking the real-life choices customers have to make.
On top of that — to keep their staff engaged, Walser’s Director of Training, Kristen Baker told me their training is highly “gamified” by regularly holding rounds of Jeopardy and Monopoly-style contests.
Not to mention the AI tools Walser uses to create mock phone call interactions for the sales team to practice active listening (Think: Car Wars, Podium, and CallRevu, to name a few). If the salesperson forgets to answer a question, the AI catches it and prompts the salesperson again. It’s a super unique view into how many times a real customer would have to repeat themselves.
But let’s face it — the majority of dealers out there don’t have the 26 dealerships…
And even smaller groups are getting creative and doing more with less.
At Brett Sutherlin's four dealerships in Alabama and Tennessee — becoming a product expert is non-negotiable. Every employee — from the receptionist to the service cashier — must complete manufacturer certification before interacting with customers.
For example — if a Lexus customer calls in about a new RX, anyone answering the phone should be able to discuss its third-row seating option without hesitation. Sure, this approach isn’t reinventing the wheel necessarily.
But Brett takes training a level deeper. Top sales performers and service advisors are cross-trained in each other’s roles. Overseen by Sutherlin’s variable ops director, individuals with similar personalities and temperaments are paired up for 90 days of one-on-one shadowing. I haven’t heard of many other dealers doing this.
But it makes sense if you think about it — it’s vital that each employee has the mental agility to wear many different hats. And it’s what customers have come to expect.
Image source: Sutherlin Infiniti via Facebook
Meanwhile, Jean Reitelbach, Brand Director at Scott Auto Group (four new car franchises in Pennsylvania) is in a similar boat. For her, creating a hospitality-first environment starts with embracing authenticity and using real-time feedback to shape how her team interacts with customers.
For Jean — it’s not about delivering perfectly rehearsed interactions but about making real, human connections.
And negative Google reviews? She turns them into opportunities for growth.
So – I decided to check out the Google reviews for Scott Kia of Springfield and came across a scathing one-star review:
But there’s a lesson here — instead of a canned, cut-and-paste response. Jean tells the customer how their review is actually inspiring meaningful change for specific dealership staff members. And the results speak for themselves — she says about 50% of negative reviewers end up revising their review with more positive sentiment after receiving a personalized phone call.
And this data is enough to get some dealerships to rethink their communication touchpoints entirely.
Case in point: video messaging portals. Techs are now using them to send customers videos explaining repairs, making approvals faster and easier. And sales teams are doing the same — walking customers through their options remotely and personalizing updates with videos of the cars themselves.
Image source: TruVideo
The result? Customers aren’t left wondering what’s going on or feeling out of the loop. Instead, they’re part of the process — with clear insights into what’s happening and why.
But at the end of the day — it comes down to one thing…
Dealership training is an investment in the customer experience.
Just ask Doug Eroh, President of Penske Motor Group and the President / GM of Longo Toyota (the world's largest Toyota dealership).
To ensure a top-notch customer experience at a store of that size and volume — Longo not only has a Starbucks, Subway, and DMW on-site but also very specific training protocols, including:
No matter the role — technician, valet, receptionist — if a guest is within 10 feet of any employee, they are greeted, welcomed on behalf of Toyota, and asked if they need help.
Utilizing a full-time learning and development manager and established Penske College, a training center offering both online and in-person sessions focused on continuous development and refreshing skills.
The dealership also created a sales development team led by a manager to train new hires on deal structuring, phone etiquette, lead management, CRM use, and product knowledge. No matter where the new hire is coming from, they have to spend at least 90 days training before they can graduate.
Image source: Longo Toyota
Fun fact: Longo’s Customer experience even flows down to what toilet paper goes in the bathroom. You better believe Longo isn’t a 1-ply store… I asked :)
Looking ahead — dealers who design every step of the customer experience with a hospitality mindset will win.
This means moving beyond the training basics by ensuring that communication is always clear and timely, that every employee can answer a customer’s questions without confusion, and that no one leaves the dealership unsure of what comes next.
Competition will only continue to intensify and customers won’t just compare dealerships to each other — they’ll measure them against the best experiences they’ve had in any industry. The dealerships that rise to the occasion are building experiences that will pay dividends for years to come…
If you’ve encountered some exceptional customer experiences recently, hit Reply and let me know — we may do a follow-up edition in the future ✌️
Outdated payment systems are draining dealership profits.
Dealer Pay isn’t just a credit card terminal—it’s a fully tailored payment solution built to meet your dealership’s unique needs.
Our cutting-edge technology streamlines payments across your entire operation, from the service department to the cashier’s office. Say goodbye to hidden fees and manual work, and hello to detailed reporting, seamless integrations, and built-in compliance features.
Stop letting inefficient processors eat into your profits. With Dealer Pay, you’ll save time, cut costs, and boost financial performance—guaranteed.
Dealer Pay isn’t just another terminal; it’s the smarter way to manage payments across your entire operation.
The rise and fall and rise again of Carvana
The secret weapon helping dealerships sell cars coast-to-coast
Three opportunities hitting the CDG Job Board right now:
Greg Hubler Chevrolet: Variable Director (Indiana).
Toma: Marketing Director (remote, San Francisco).
Foureyes: Regional Sales Executive (remote, California).
Looking to hire? Add your roles today—it’s 100% free.
Ram postpones electric pickup until 2026 to launch extended-range version first.
Here’s what a blockbuster Nissan-Honda merger could mean for the auto industry.
U.S. to require autos to sound alarms if rear passengers don't buckle up.
Why can't manufacturers sell directly to consumers?
Wholesale used vehicle prices hold steady in the first half of December.
Did you like this edition of the newsletter?Tell us what you think - we want to be the best |
Thanks for reading. See you on the next edition…
—Car Dealership Guy
Want to advertise with CDG? Click here.
Want to be considered as a guest on the CDG podcast? Right this way.
Want to pitch a story for the newsletter? Share it here.
Reply