Liza Borches is the President and CEO of the Carter Myers Automotive Group, a 98 year older dealer group, and fourth generation dealer. What originally started in 1924 as a saw mill company, they began producing their own trucks called the "Samson Truck" which eventually led them to owing a Ford dealership.
---> Register for the upcoming Fixed Ops Roundtable Event <---
In this episode, Ted Ings and Liza Borches discuss:
- Liza shares that a strong foundation of values has helped keep their dealer group in business after 98 years, but there are other contributing factors as well. For example, over the years there has only ever been one family member from each generation who has been involved in the company and who has led the company. When you look at family business in the automotive industry, they tend to hire several family members (a brother, sister, uncle, aunt, etc.) which means they are a family run business versus a business run by a family member.
- With several family members in the business, there are often multiple different opinions on how things should be run which can lead to diluting the focus and purpose for growth.
- A single point dealership will not exist in the future. People who dream of owning a dealership can join the CMA organization and be general managers with an ownership stake.
- ESOP - everyone at CMA is an owner which creates longevity and loyalty. They began profit sharing back in 1949. By 1979 it was an employee stock sharing plan.
- If we think of ourselves as a transportation hub versus a dealership, fixed ops is going to be a very important part of the operation.
- When it comes to customer retention, it's more important to have loyal and engaged employees.
- Sure it is important to focus on the big things like having the right product and the right marketing, but it's crucial to have the little things dialed in. For example, how well your employees can follow a process to delight the customer.
- Listen carefully as Liza shares real examples of how her team is providing a better customer experience by focusing on the big and little things aligned.
Enjoying The Fixed Ops Roundtable Podcast? Please leave a rating and review wherever you get your podcasts, and don't forget to click the subscribe button!
Thanks, Liza Borches!
If you enjoyed this episode featuring Liza Borches, be sure to click the link below to say thanks!
Connect with Ted Ings and the Fixed Ops Roundtable:
