Why Video Has Become the Most Important Tool in the Modern Car Buying Journey
Why Video Has Become the Most Important Tool in the Modern Car Buying Journey How Dealers Can Use Video to Build Trust, Improve Customer Experience, and Sell More Vehicles By Peter “webdoc” Martin For decades, automotive marketing was built around one primary objective: get the customer to visit the dealership. We relied on newspaper ads, […]
The Car That Started It All
The Car That Started It All My Dream Car, The Lamborghini 400 GT 2+2 People often ask me where my passion for cars began. It wasn’t a Corvette. It wasn’t a Mustang. It wasn’t even a Ferrari. It was a Lamborghini 400 GT 2+2. To this day, it remains my favorite car of all time […]
Building Your Future Workforce: Why Every Dealership Should Consider an Apprentice Program
Building Your Future Workforce: Why Every Dealership Should Consider an Apprentice Program By Peter “webdoc” Martin For years, dealerships have approached technician hiring the same way. When a technician leaves, they place an ad, call recruiters, and hope to find an experienced replacement. That strategy is becoming less effective every year. The automotive industry is […]
The Technician Retention Crisis: Why Keeping Your Best People Matters More Than Finding New Ones
The Technician Retention Crisis: Why Keeping Your Best People Matters More Than Finding New Ones By Peter “webdoc” Martin Every dealership executive I speak with has the same concern: finding qualified technicians. The technician shortage is real, but many dealerships are focusing on the wrong side of the problem. While recruiting remains important, retention has […]