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Dealerships need new processes & job descriptions for digital age

It’s time to rethink hiring


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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.

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