It’s time to rethink hiring
Dealerships need new processes and job descriptions for digital age
Dealership General Manager Jim Farkas was spending several hours each day in his office analyzing the dealership’s digital advertising, business analytics and vendor performance. The task was a frustrating time suck, but it was necessary, he said, because digital technology requires a consistent message and efficient vendors. Then, Farkas had an epiphany.
“I can sit at my desk for two to three hours and stare at the website’s performance, or get a person who understands all of it and just gives me the highlights,” said Farkas, general manager of Germain Honda of Ann Arbor in Michigan.