July 18, 2023
Abraham Lincoln once said, “Give me six hours to chop down a tree, and I’ll spend the first four sharpening the axe.” The message is clear: preparation and constant improvement are the foundation of success.
The same principle applies to every dealership general manager. Acting as the captain of the ship, a general manager oversees every department—from sales and service to finance and marketing—ensuring that the entire dealership operates efficiently, profitably, and with customer satisfaction at its core.
This guide outlines key strategies that every general manager can implement to sharpen their skills, strengthen their team, and drive sustainable growth.
Customer feedback is one of the most valuable tools for a dealership general manager. Regularly review ratings on Google, DealerRater, Yelp, and Edmunds to identify both strengths and weaknesses. Respond to all reviews—especially negative ones—and follow up personally when necessary.
Consumers today expect convenience, transparency, and innovation in every interaction. The general manager should ensure their team delivers an exceptional experience, from online shopping tools and digital financing to pick-up and delivery services. Going beyond expectations builds long-term loyalty and boosts dealership reputation.
A dealership general manager knows that great employees are the heart of the dealership. Every customer touchpoint—from the service lane to the showroom—relies on motivated, knowledgeable, and customer-focused staff.
To attract and retain the best talent, successful dealerships cultivate:
Once you have the right team, keep them engaged. Automotive expert Jim Ziegler recommends that every general manager hold regular team meetings to discuss key metrics like inventory aging, service hours, finance penetration, and overall performance. Consistent communication fosters teamwork, trust, and accountability.
A forward-thinking dealership general manager never stops learning. Attending industry conferences such as the NADA Convention, NIADA Convention, or Digital Dealer helps GMs stay up to date with the latest technologies and best practices.
In addition, groups like NADA 20 Groups give general managers access to valuable peer networking, expert insights, and performance benchmarking—helping them continually refine their strategies.
These opportunities not only expand knowledge but also reignite motivation and creativity when back on the dealership floor.
Today’s general manager must understand the power of digital marketing. PPC campaigns, Google Ads, social media advertising, and SEO can all impact lead generation and revenue.
Stay informed by following automotive marketing trends through newsletters, LinkedIn groups, and thought leaders. Review performance data from marketing and BDC teams regularly to measure ROI and identify new opportunities.
By keeping pace with the fast-changing digital landscape, a dealership general manager can make data-driven decisions that improve marketing efficiency and customer engagement.
For most dealerships, fixed operations represent the most consistent source of revenue. A skilled dealership general manager knows the value of nurturing service-department customers and keeping them coming back.
Programs like SimpSocial help GMs ensure customers return for scheduled maintenance by offering rewards that renew with each visit. Building long-term relationships through reliable service and convenience ensures continued profitability.
Ultimately, the dealership general manager must balance strategy with execution—leading people, improving processes, and staying ahead of market shifts. Through continual education, open communication, and customer-centric innovation, GMs can sharpen their competitive edge and build a dealership that thrives for years to come.
