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Dealer Bob Rohrman: ‘Never give up’

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  1. General Motors6:21
  2. new car0:50
  3. Lafayette Indiana1:12
  4. Schaumburg Illinois1:58
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  10. Customer satisfaction4:19

Fri, 7 Dec 2012|

The 'Dealer Speaks' With Bob Rohrman


Automatically Generated Transcript (may not be 100% accurate)

Welcome to the latest installment of our series the dealer speaks. I'm Tom Moore back. He's employees describe him as hands on a mentor and above all a salesman. We're talking about Bob orbit. President and owner of the Bob warm and auto group. This operation is big -- to number eighteen in the latest Automotive News top 125. Dealership groups list. In 2011. Warm and sold 191635. In new retail units. In group revenue came in at more than 905. Million dollars. The company portfolio currently includes a 24 new car dealerships covering fifteen brands in two states plus. For use car superstores. In as we learned doing our recent visit to Chicago land those numbers are growing. The charge being led by warming himself. Whose first boss was a cigar chomping Ford dealer in Lafayette Indiana. In 1955. These. Obviously. You think maybe you've been so harsh I said yes sir again. Where you'll start I said right now he said OK your hired. And he was often running. In 1963. Warm and opened his first used car lot. In in 1969. He started selling -- Toyota's. Relatively unknown mark in some parts of the country. As Lafayette it and how to pronounce Tonioli Khaled. Priority after adding a steady stream of brands in his hometown including Honda. Warm and looked north to the booming town of Schaumburg Illinois. Where friend was selling 200 -- a month. And I -- who I should -- the dealer here there was at one. So warm and built it in 1984. His first store in the Chicago area. -- who himself isn't one to -- it actually my office probably is my car. That's him in the red Lexus. Likes to move franchises around like pieces on the chess board. The car business for me -- just been. A game. Woman's Honda store will soon move to the site of his nearby -- dealership. Use condoms will be sold in the key to show room in -- 140000. Square foot addition will house new Honda's next door. As for the -- distort well that's moving into the existing Honda dealership. And warm and it is moving his suburban Chicago Lexus store less than a mile down the road. Into a two story 200000. Square foot building in his business park which even has its own traffic -- I concentrated on the -- been so much that. We do well with and so we can. We can build buildings like the -- storm it doesn't hurt that warm and owns 51%. Of a construction company. In virtually his entire operation. Except new vehicle inventory is paid for all self funded. Never give up. Has been my model he could have went one store was three million bucks in the whole ice that with us stuck with -- me to three million dollar back. And I -- -- about 800000. Today. And that is just one of the many lessons he's passed along to his children and grandchildren who -- in the family business. Grandson Ryan is the GM at Schaumburg Honda. He takes presidents David teaching me how to sell cars and as like -- lose you know what do you mean by that is -- -- -- the very first day we emphasize it and you. And I just -- told me he said you got to love the customers and they'll let you back. Customer satisfaction is so important to warm -- that he established his own university. For new and existing employees. Where. He's he -- people. The car business. Not only in sales for news service. How we wanted to take care of the customer. How we won't be noble want the serious side. Son JER well and Arlington Nissan. As is always told us you know you could inspect what to expect. Not many dealers are routinely signed autographs but Orban does. After starring in countless TV ads over the years often in -- He says the goofy spots drive business. I have people tell me and the source. I just had coming in. Because really advertising. And they say. You're crazy. But I love it. New ads were suggested by employee looting Garcia. Who realized mormons advertising. Wasn't targeting a key audience. The area's growing Hispanic population. The two now star in this spot spoken in Spanish. -- I take all of biases. From employees good or bad sometimes as I was Lugo was this game is Maria Orman is also bullish on the Internet. He predicts 40% of its sales will soon come through that media that doesn't mean. When he now walks in the door how'd you hear of us. You should Washington and that's not -- fail. He had access. Contacted. By the end. And then we really can't say that there's an and -- sale. Meantime warm and is building a -- store in Wisconsin. And negotiating. For a General Motors franchise. His grandson chase who runs a Ford store -- growth is a motivate -- He's still going after everything facility got -- mentally -- wants to grow. I hope when you know -- Not only not only isn't healthy but this fun. Warm and employees 14100 people do stores throughout Indiana into Illinois. And like many dealers he is charitable. During our visit he presented the Red Cross a check for 100000. Dollars to the super storm sandy relief but. Next week we'll hear from -- Monday and asked co owner of the Monday advanced automotive family will see that.

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    End. It's nice to see you again Tom back. The program is titled best dealerships to work for in North America and for the thirty year Automotive News has identified stores. That are excelling in the workplace satisfaction. Talent retention and much more. 101. Dealerships have made the list in 2014. And we have the chance to visit one of that planet Subaru in Hanover Massachusetts. Near Boston. The store bills itself as it under dealership. What does that mean legend here employees are committed to collaboration. They are very protective of mother earth. And perhaps most importantly staffers provide a low pressure sales environment. It's really nice to be able to break down. The typical stereo type that customers are expecting. To when they arrived at the dealership. Lawrie global war has been selling vehicles that who grew for five years. She says it's important to offer a fresh perspective. On the car shopping experience. Via card doesn't have to be like going to get your teeth One employee took who bruise on dealership philosophy to heart he designed this sign. You'll find no sales sharks around here. We were talking about the gun dealership and one thing that is kind of that people refer to sales people is when this sort of sitting out front. Maybe smoking or what have you ready to attack is they sort of consider sharks ready to attack. And I aid that's kind of popped into my head and I realized yeah we're kind of the total opposite of that. David Gardiner sign sits near dozens of new Subaru is the potential buyer pulls into the dealership. Gartner in his other teammates sit tight we don't go on out in the loss and approached people for the most part. Because we like to let them he admits some shoppers are surprised when a sales person doesn't visit. But then they enjoyed it can take their time. And they they come on inside and down and have a better sense of what what they want. Without this being directed toward yet you want this you want that there's another low key sales tactic. Gardeners that is the store typically allows sales personnel which it calls purchase partners to work a deal from start to finish. We don't have a mantra that comes out really. Early in the process to con takeover. And so we're kind of empowered to. To work with the customers and we are educated to kind of out of a sense of what's reasonable terms of you know a discount if there is one. Meantime claimants who grooves is intentionally higher sales personnel who have no prior auto retail experience. Jamie McGuinness is on that list. I I would a year and Fiat doesn't I've been here almost two store leadership doesn't one bad habits developed and other dealerships to quote. In fact planets and environment. Not for me I was a little intimidated getting into this industry just because it was so out of my comfort zone. But I would say just to give that a shot because it's a lot of fun and every day is different and I've really enjoyed it released till the job that and since graduating from college which. Thanks a lot since its car sales. Staffers say the subtle sales approach is helping to lift sales. Planet Subaru sold a total of 1105. New and used vehicles in 2012. That number jumped to 1628. In 2013. The store expects to sell nearly 18100 units this year in well sales numbers are important. I find that it's a very cooperative environments. Rather than being cut throat and can't wait to steal that person's customer that the stuff that happened here meantime there is these strong partnership between sales in service. Technician on the And that's the most important thing because. In his visas and up to be able to walk around walk other people help solve problems and doubtful we do hear about what we offensive. Employees say the man helping to lead this winning culture is play and it's a group president Jeff We met with him on top of the 22000. Square foot facility. Which is covered with 374. Solar panels. The system powers the entire sales operate. Should we have a commitment to the environment. Which our team members really appreciate terms of working for business that shares their values. And those beliefs are playing a role in a key metric. Moral says sales department turn over here is just 10%. The National Automobile Dealers Association reports that in 2012. Industry turned over for sales consultants. Was 62%. I think fundamentally the reason why are turnovers so low and the people enjoyed working here so much. Is that the organization runs well response to their needs we pay them competitively. And we try to provide an environment where they can do right by the customers so they enjoy serving. Staffers we spoke to state has created a very transparent organization. They that moral is highly visible and approachable and above all a terrific mentor. By the way employees completed survey as part of the best dealerships to work for assessment. Thanks so much for watching we'll see you soon.