Learn more about how 20 Groups can impact business during information session
Seasonably warm sunshine greeted dealers as Robert Ogle and Hardin Camp welcomed their fellow members of the DB4 20 Group to their BHPH dealership, Armor Auto Sales, in North Austin, Texas, in January.
The site visit was part of the 20 Group meeting in which dealers discussed a variety of industry hot tops and their dealership numbers with peers to improve their businesses.
Ogle and Camp had taken over the operations of the dealership two years ago, selling approximately 10 cars per month. Ogle, a retired Marine veteran who also spent more than 20 years with Dell, said the dealership has been self-funded in the past two years but has yet to turn a profit.
Armor started as a retail dealership and has migrated into BHPH. It has approximately 120 accounts.
“We realized there was a lot more potential in BHPH,” Ogle said.
Located in an industrial area just off Interstate 35, the dealership sees little foot traffic. Ogle said that it has been a challenge.
“We need to get more traffic,” he said.
The dealership recently brought on a new marketing company to lead the digital marketing efforts on social media to bring in more potential customers.
Dana Springer of Carpro Auto Sales in Baton Rouge, Louisiana, immediately identified Armor’s need to step up its marketing.
“They definitely need more marketing, old school and new school,” Springer said.
Springer points out how some of their customers will see their dealership’s name in two or three places online before contacting them.
On-site, the dealers made several suggestions, starting with the signage around the dealership. Armor had one buy-here, pay-here flag on the fence.
“I’d put a 10 by 10 foot banner on the fence,” said Chris Pollock of Cherokee Auto Sales in Knoxville, Tennessee.
Dealers stressed the need to improve the signage on the building. Springer even used AI to design a logo that could be used.
On the lot, the 20 Group members suggested changing the orientation of the vehicles to face the front entrance.
“They need to put all the cars facing the opening and get stickers on the cars,” Pollock said.
Ogle expected they would immediately act on turning the cars around.
Another suggestion was moving the Jeep Wrangler and Toyota FJs out of the building to put on the front row.
Dealers complimented the dealerships’ inventory, which included several trucks, a Ford Mustang and SUVs. Multiple dealers suggested adding family vehicles, such as minivans and SUVs with third-row seating.
The cleanliness of the building and concrete lot impressed the dealers.
“The lot is really nice. It’s very clean. I wish my lot was this clean,” said Ali Supriwala of Georgia Auto Gallery in Lilburn, Georgia.
Supriwala was making his first site visit as part of a 20 Group.
“I’m learning a lot seeing another dealership,” he said.
Ogle appreciated the feedback of his fellow dealers.
“It was great to get their feedback. There were things they saw for obvious improvements. This is the reason you do this, to make you better,” Ogle said.
To learn how 20 Groups can improve your business, join the 20 Group Information Session at 11 a.m. (CST) Friday, January 23. Email John Dismukes at john@niada.com to join.
