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I remember when I first read that quote. It was 1990 and I had just finished an MBA in marketing. I remember thinking, “Why did I just spend over $50,000 and I’ve never heard that before?” Isn’t it just about the most obvious statement? Creating customers is your foundation to support an entire business and lifestyle and to do it requires smart, savvy marketing. Marketing that sometimes goes against traditional thinking. Against what an ad rep might tell you or what you might be taught at one of the top three business schools.
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The F&I department should be the most profitable department in any dealership, but in order to gauge how successful the department is it’s imperative to establish benchmarks and develop a plan to meet those goals.  
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Sometimes an outside expert is what a dealership needs to fix problems or to take the business to the next level.

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