TVI MarketPro3 and Robert Morris

How I Got My Fixed Ops Marketing Start

I’ve been in automotive retail essentially my entire career. I was a Cadillac Buick GMC dealer in Cleveland until I found the right time to sell my store and I’ve been working for TVI ever since.

Once I sold my store, I didn’t want to just do nothing. I was too young to just retire and sit at home. So I found this company, TVI, and it’s been a great fit. I’ve been able to help many of my friends and other dealers around the area to grow their service business.

My Mission for My Clients

My mission with TVI is to help dealerships grow their customer RO base. You know, we’re not looking for a one month lift in service. You know, that’s great. It’ll happen. We’ll take it. But what we’re really looking for is for a dealership to grow their customer count and to bring these customers into the dealership for the first time that had never been there before and then keep them coming back to gain their service business.

My Greatest Challenge in Serving My Clients

The most challenging part for TVI is, one, we get the customers in, but it takes the repetition and the frequency. So sometimes it’s a managed growth. So part of the challenge can be managing expectations, but the growth projections, again, are managed. We don’t blow up your drive on a Monday morning when nobody can get anything accomplished.

That doesn’t work. It doesn’t work for us. It doesn’t work for the dealer. It doesn’t work for the customer. So we try to manage that through a dedicated strategy to grow the business over time. So that of course at the end of a year, you’ve added three or four hundred customers to your database that have never been there before.

Most Rewarding Part of My Job

Well, the most rewarding part are seeing these customers come in for the first time. You know, the dealership growing their ROs and attracting people that they’ve never seen before. Every month we go through the reports, we show the exact data of who came in, and every time it blows service managers’ minds and fixed ops directors, you know, about how well it performs.

Common Challenge Across All My Dealer Clients

The biggest challenge that I’ve seen within dealerships recently is managing the growth. What I mean by that is growing their business, but that also results in staffing needs, whether they need to hire additional technicians, service advisors, whatever the case may be to be able to handle the increased business efficiently.

How I Personally Support My Clients in Solving These Problems

Obviously you have to keep the technicians that you have and you do that through competitive pay and hours. And giving the shop more work obviously helps retain technicians. And when the shop is busy, that also helps to attract more technicians because they want to go where the action is and where they can make more money.

And then essentially once you have somebody qualify who’s interested, you just have to figure out how to pay them and see what it takes to get them to come to work for you. A lot of my dealerships are paying record amounts for an hourly wage for a master level technician because they know in the long run they’re going to get their return on the investment. At first though, they have to acquire the talent in order to be successful.

TVI MarketPro3 Tools That Help Solve These Problems

Well, we help bring customers in. That’s what we do. We attract customers who have never been there before, and we also bring in customers who haven’t been there in a long time. They may have defected. They haven’t been there in over two years. They’re typically going somewhere else for service already. And we also attract customers that are past due. All of a sudden, they may be starting to explore other alternatives, or perhaps their last experience was negative and we want to bring them back. and we do that through our aggressive marketing strategy that works.

NADA Show 2024

I’m looking forward to NADA. I’m looking forward to working it. I’ve been going to NADA for almost 20 years, so I know what’s involved with the convention. It can be a lot of fun. It’s also a lot of work, but it can be extremely productive and extremely rewarding. I’m looking forward to seeing and connecting with other dealers that I’ve known over the years that may have lost touch. And I’m also looking forward to meeting new dealers and fixed operations directors that can certainly benefit from our program.

It’s no secret we go to NADA to generate business and we also go there to increase our brand exposure, which obviously helps, the two are directly related. So I think by the end of the show, we’ll have gained exposure to thousands of people that may not have heard of us before. And then hopefully a percentage of those are interested in doing business with us and like what we had to say and we’ll follow up with them in the middle of February and see how we can help.

TVI MarketPro3 and Robert Morris

The biggest reason why is because it works, but you don’t even have to take my word for it. We back all of our results up with a 4 to 1 ROI guarantee, meaning if you don’t generate at least a 4 to 1 return on your spend, the program’s free.

In my 30 years in the car business, I’ve never seen anything like it. I’ve never seen any company back up their product with that much confidence and support. It works. If not, you’re protected. Your investment is fully protected with that guarantee. So you as the dealer don’t really have any risk. It’s about as close to a no-brainer in the car business as there is because again, it works or it’s free.

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