The Secret to Growing Your Dealership in 2025

Here’s a familiar scenario: You’re focused on conquest…trying to bring in new customers from competitors. And how do you do it? By competing on price. But here’s the thing: When price is your only play, you’re not winning customers… you’re just renting them until someone else undercuts you.

What if you shifted your focus? Instead of chasing strangers with discounts, you could nurture your existing customer base and local market, creating loyalty that drives steady, predictable growth.

Let’s break it down.

The Math of Nurturing Customers

Let’s say your dealership has been around for five years, selling 100 cars a month. That’s 6,000 cars sold to people in your local market. Now think about this: You have 6,000 people who already know your dealership, your team, and your service. They may have had a positive experience and even referred others to you.

Now let’s put some real math to work:

• Email Campaigns: Industry averages say email campaigns can convert 3% of recipients into appointments. That’s 180 appointments from your 6,000 customers.

• Appointment-to-Sale Conversion: Dealership averages suggest a 10% close rate on appointments. That’s 18 additional deals each month.

So, without spending a dime on conquest, you could see an 18% increase in monthly sales by nurturing your existing customer base.

Ask yourself…What would you pay a vendor that offered you an 18% lift in business?

Probably a F*** of a  lot more than the cost of a well-executed email and digital campaign strategy.

Build Loyalty, Not Discounts

By shifting your mindset from conquesting to nurturing, you’re not just creating sales…you’re building a community of loyal customers who come back for their next purchase and recommend you to friends and family. 

Here are three quick tips to get started:

• Segment and Personalize: Use your CRM to segment customers by purchase date, vehicle type, or service history, and send targeted campaigns that feel relevant to them.
• Reward Loyalty: Offer exclusive benefits like complimentary services, trade-in bonuses, or early access to promotions.
• Stay Top of Mind: Regularly engage with your audience through email, social media, and other touchpoints. Consistency is key.

Empower Your Salespeople to Build Their Brands

Now, let’s talk about your sales team. The era of faceless salespeople is over. Customers want to buy from people they know, like, and trust. That’s where personal branding comes in.

Your store can support individual salespeople in building their own top-of-funnel brands that ultimately flow down to your dealership. Here’s how:

• Highlight Specialists: Have a salesperson who dominates truck sales? Make them "The F-150 Guy." Create content around their expertise and let them be the go-to person for truck buyers.

• Leverage Personal Passions: Got someone like Jane, who’s active in the local yoga community? Brand her as "Cars and Yoga Jane," connecting her personal life to her professional role. She can host yoga-themed events, create content for her network, and bring in customers who share her interests.

• Support Their Growth: Provide the tools and training to help your team build their own personal brands. Whether it’s creating social media content, hosting local events, or running micro-campaigns, the dealership should be the engine that powers their growth.

When your salespeople’s personal brands thrive, so does your dealership.

(PS- The math on this is insane)

Get Started Today

Want to shift your dealership into a customer-first, loyalty-driven powerhouse? Start with your salespeople and The Freedom Formula Lite.

It’s a snapshot a the model I designed for myself, as a 30-year  veteran, with car sales in mind. You’ll get actionable steps to start a brand, nurture your local market and grow your dealership without relying on discounts.

Let’s make 2025 your most profitable year yet.

Click here to get started with The Freedom Formula Lite

That's all for now

See you next Tuesday 😎

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 About Bob Manor

Bob Manor is the founder of South Ontario Auto Remarketing, Can-Am Dealer Services, and is Co-Founder of Auto Auction Review. Bob is also  the creator of the Freedom Formula. With over 30 years of experience in the car dealership world, Bob specializes in wholesale, dealer services, and personal branding. His mission is to help dealership professionals take control of their careers, build resilient personal brands, and achieve lasting freedom in business and life.