What happens when you combine 40 years of dealership experience with cutting-edge artificial intelligence? Troy Ottmer returns to share how he's becoming "an augmented individual with an expanded toolbox," using AI to amplify his industry knowledge rather than replace it.
Troy reveals his methodical approach to consulting—always examining the data before jumping to conclusions or AI-generated solutions. This process allows him to quickly understand client businesses by analyzing everything from employee satisfaction metrics to customer reviews, creating a comprehensive view that would take weeks using traditional methods. The result? Faster, more accurate insights that help dealers identify their blind spots and growth opportunities.
The conversation tackles a painful truth for equipment dealers: those not adopting AI technologies will soon be left behind. But Troy emphasizes that implementation must be thoughtful, with proper training and leadership. "We manage processes, we lead people," he reminds us, highlighting that technology alone can't fix cultural issues like poor customer service or departmental silos that plague many dealerships.
Most fascinating is Troy's discussion of missed opportunities in maintenance services. With dealers capturing less than 5% of maintenance hours—despite this being among the most profitable service categories—AI analysis helps identify these revenue gaps and create strategies to recapture this business. Troy shares practical examples of using data to identify customers with competitive filters or changing purchase patterns, enabling proactive outreach that demonstrates care and expertise.
As dealership consolidation continues across North America—with major brands reducing dealer counts dramatically—the strategic use of analytics becomes essential for survival. Troy's message is clear: AI isn't about replacing humans but augmenting them, giving team members better tools to serve customers and anticipate needs before they become problems. The future belongs to dealers who embrace this augmented approach, combining the irreplaceable human element with powerful analytical capabilities.
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