Dealership Data Wiz: Beating the Algorithm to Sell Cars

What's going to happen to those stores if they don't adapt to the technology changes in the near future or what's going on in our industry right now? Everything that the customer typically asks for, they get that before they even step foot into the dealership. It helps us to scale our operations faster. It makes our processes more efficient across all systems. It drives productivity, right? Everyone comes out better based upon how they adapted during those challenging times. A big thank you to our sponsors for making today's episode possible. Uber for Business, dealer on, and impel. And now let's get into the show.

如果那些商店在不久的将来不适应技术变化或者不跟上我们行业目前的发展会怎么样？客户通常需要的所有东西，他们在进入经销商之前就已经得到了。这有助于我们更快地扩展业务，使我们的流程在各个系统中更高效，提升生产力，对吗？在那些充满挑战的时期，大家通过适应变化变得更好。非常感谢我们的赞助商，让今天的节目成为可能。感谢Uber for Business、Dealer On和Impel。现在让我们进入节目的内容。

Jeremy Nalling on the CDG podcast. Jeremy, welcome. Thank you for having me. I appreciate it. Good to have you on, dude. Excited about this. This is a different type of episode. You're a specialist. You're all up in the dealership tech. And I think people are going to find this very interesting and different. Good. I'm looking forward to talking about it. It's something I'm very passionate about. I think as I was reading up on you a little bit before this, you are an enigma in the car business. You've been in the industry and with the same group since the 90s.

杰里米·纳林在CDG播客上。杰里米，欢迎你。 谢谢邀请我来。我很感激。 很高兴你能来，兄弟。为此感到兴奋。这是一期不同类型的节目。你是专家，精通汽车经销商技术。我认为大家会觉得这期节目很有趣，且与众不同。 好的，我也很期待谈论这个话题。这是我非常热衷的事情。 在这之前我稍微查了一下你的资料，你在汽车行业是个谜，你从90年代开始就在这个行业，并且一直在同一个集团工作。

Let's define why this is unique. Well, first of all, the turnover in the car business is like three days. So let's just start there. And honestly, it has gotten better. COVID, it got better because people were making a lot of money. But needless to say, deal trips have been investing a lot more into employees and stuff like that. So really turnover has been improving in the great picture. But the second thing is what fascinated me so much is seeing that in your role to be with one company, let alone one dealership for so many years, is particularly difficult because it's technology. Technology is changing and you've got to change with it, right?

让我们解释一下为什么这是独特的。首先，汽车销售行业的员工流动率大概是三天左右。所以我们就从这里开始讨论。说实话，情况确实有所改善。因为COVID的原因，人们赚的钱更多了。但不必多说，经销商在员工和相关方面的投资更多了。所以总体来说，员工流动率有了很大的改善。但第二点是，让我特别着迷的是，你能在一个公司甚至一个经销商工作这么多年，这在技术领域是特别困难的。因为技术在不断变化，而你必须随之而变，对吧？

You're not a retailer. I get a mechanic is actually not a great reason because even they have to deal so much technologies. But the point I'm trying to make is like, you're not a salesperson. Like those roles are obviously evolving as well. But like a technology first role is evolving the fastest. And so for you to reinvent yourself, we're going to talk a lot about that today. So anyways, that's my little setup here. Just give us, get us started by telling us about what brought you to Rormann and really these past 25 years, what it's been like for you at Rormann.

你不是零售商。我明白一个技术员其实也不一定是个好理由，因为他们也得处理很多技术问题。但我想表达的重点是，你不是销售人员。这些角色显然也在不断演变，但以技术为中心的角色变化得最快。因此，为了让你重新认识自己，今天我们会讨论很多相关的内容。所以，这就是我的简单介绍。现在，请你告诉我们是什么让你加入Rormann，以及在过去的25年里，你在Rormann的经历是怎样的。

I started off in the Wash Bay at a Toyota store that was a competitor here in the city. And there was a GSM who came to work for us. And he ended up connecting with me after he left and I ended up joining the Rormann team. And so for 25 years, it's just been a lot of growth in that in my role. And it started off as a salesperson. And about a year into it, I was like, man, there's got to be an easier way to get customers. Yeah. So I heard of a credit union in town and it turns out they're the credit union for the largest pharmaceutical company here in the Midwest. And I approached that company and was able to work out a deal to be their sole Honda sales rep. And so I would provide vehicles to their employees and their families. I would deliver cars to their houses to their offices. And I did that for almost 10 years. And so that was my day to day.

我一开始在本市一家丰田店的洗车区工作，那家店是我们的竞争对手。有一位总经理后来来为我们工作。他离职后与我取得了联系，于是我加入了Rormann团队。从那以后，我在这个岗位上工作了25年，经历了很多成长。一开始我是销售人员，大约一年后，我觉得必须找到一个更简单的方法来获得客户。我听说城里有一家信用合作社，结果发现这是中西部最大的制药公司的信用合作社。于是我联系了那家公司，达成了成为他们唯一的本田销售代表的协议。我为他们的员工及其家人提供车辆，把车送到他们的家里或办公室。这个工作我做了将近十年。这就是我的日常工作。

When I turned 29 or 30, I jumped into management and it was with the same group. I was here for about five years doing that. And then I got an edge and left and went to Florida for a very short step. And then ended up having to come back to the Indiana stores. For an outside reason. And that turned out to be one of the best blessings that happened to me. It helped me to advance further in my career. I was, I came back as a GSM, but I did in that role prior. But shortly after that, I was able to attend in a DA Academy. And Ryan Rorman, he sent me to Tyson's Corner to go through the motions there and further my education. Then there was the change and that happened in 2019.

当我29或30岁的时候，我开始进入管理层，而且是在同一个团队中担任管理职务。我在那个职位上做了大约五年。之后，我感到有些局限，于是离开去了佛罗里达州，但那段时间非常短暂。然后由于一个外部原因，我不得不回到印第安纳的门店。结果，这成为了我生命中的一个巨大福祉，帮助我在职业生涯中更进一步。我回来的时候是作为GSM，但之前我也担任过这个角色。不久之后，我有机会参加了DA学院的培训。Ryan Rorman派我去Tyson's Corner接受培训，进一步提升了我的教育水平。然后在2019年，发生了一些转变。

During that time, I'll be very honest with you. I was not the tech guy at the stores. I wasn't the guy who dove deep into it. I knew about it. I knew we used it. It made us successful. But I wasn't the guy that got deep in the weeds on what products we use and how we implement them. But in 2019, a lot of that shifted. And COVID was good in so many different areas of everyone's life. And it helped me to dig very deep into it. And I'll not forget the day that Ryan Rorman had come into one of our meetings. And he brought a Surface Pro. And on that Surface Pro, he started to talk about data and KPIs and where are we missing opportunities. And I knew that day that it was going to change because that was the first time it had really been discussed in that type of setting.

在那段时间，我要很诚实地告诉你们，我不是店里的技术专家，我并不是那个深入研究技术的人。我了解一些相关知识，也知道我们用了技术，并且它让我们取得了成功。但我不是那个深入细节研究我们使用什么产品以及如何实施它们的人。不过在2019年，很多事情发生了变化。新冠疫情在很多方面对每个人的生活都有所帮助，也使我深入研究了技术。我永远不会忘记那一天，Ryan Rorman来参加我们的一次会议，他带来了一台Surface Pro。他在那台Surface Pro上开始谈论数据、关键绩效指标（KPI），以及我们错失的机会。我那天就知道情况会发生变化，因为这是第一次在那种会议环境中讨论这些内容。

And from that day forward, every day, I would dive in and I would look at reports and I would look at how to become better, how to separate us from other stores in the area or other stores in our group and how we could thrive. And that led me to a new role with Ryan's brother, Trey, inside of our Lafayette area stores. And we ran through COVID. We sold at the Honda store there. We sold to zero before selling to zero was a thing. And we did that during the hardest times in the industry before COVID actually started to thrive. We did that in July, August of 2020. And we did it by delivering cars, delivering an experience using video, using all the tech abilities that we have to make the consumer feel comfortable where they were buying the car at so that they didn't have to come into our location.

从那天起，每天我都会深入研究报告，寻找提升的方法，思考如何让我们与周围其他商店或我们集团内的其他商店区分开来，以及如何让我们茁壮成长。这让我在我们位于拉斐特地区的商店中，与Ryan的兄弟Trey合作进入了一个新角色。我们一起经历了新冠疫情，我们在那家本田店销售，到达零库存，而这在当时还不是普遍现象。我们在2020年7月和8月内完成了这一壮举，当时整个行业还未真正开始复苏。我们通过配送汽车和提供体验，利用视频和各种技术手段，让消费者在他们所购买汽车的地点感到满意和舒适，从而无需亲自来到我们的店里。

Can you explain to the audience what you mean by selling to zero? Yeah, selling to zero selling out in new cars and selling to zero is, you know, it became a term, especially during the later parts of COVID and during the microchip shortage. But we were able to complete that task and it felt very fulfilling to do that. And so from there, we continued to grow as a group. And at that time, Ryan took over as the CEO of our organization and he built a director team. And that director team, they invited me to join them on this journey. And so here we are, you know, four years later.

你能给观众解释一下什么叫做“卖到归零”吗？好的，“卖到归零”指的是新车销售在库存清空的状态下销售。尤其是在COVID后期和芯片短缺期间，这个术语变得特别流行。但我们成功地完成了这个任务，这让我们感到非常充实。从那以后，我们作为一个团队继续成长。那时候，Ryan接任了我们组织的CEO，他组建了一个主管团队。这个团队也邀请我加入他们的旅程。所以四年后的今天，我们站在这里。

And I feel that I am further advanced than most individuals in the industry when it comes to technology and how we use it on a day-to-day basis and how we drive performance and enhance the user experience and the consumer experience. Yeah, you're very close to this. So what are you focused on today, right, at the dealer group? Just give us like a little summary. What is your main focus with that when it comes to technology? CDPs, marketing extensions, ID resolution, data enrichment, how we can again further separate our self-ass technology continues to thrive in the industry.

我觉得在科技运用方面，我比这个行业的大多数人要先进，无论是日常使用、推动性能还是提升用户体验和消费者体验。我看到你很接近这个领域。那你今天在经销商集团主要关注什么呢？能给我们一个简单的总结吗？你在科技方面的主要焦点是什么？客户数据平台（CDP）、营销扩展、身份解析、数据丰富，还有如何在科技不断发展的行业中进一步拉开我们的差距。

All right, so like I call myself like Spark Notes, right? That's like my nickname here. So basically for anyone that's like foreign to this, right, you are, let's call you like a data whiz, right? CDP is, you know, you're pretty much, as an example, you're grabbing, you know, all this data and from your system that is maybe, you know, bad data, it's, you know, messy data, right? You can't, it's not very actionable, right? Dealers, every lead goes into your system. I mean, again, you'll speak a lot more intelligently to this than I will, but you're basically trying to make sense of all that ultimately drive return on investment, right, to the dealership, whether it be getting the right message to the right customer, better communication, I mean, again, I'm way over simplifying this. You're probably cringing right now, but I'm trying to, I'm trying to connect the dots here for just before we get started.

好的，我的绰号叫做Spark Notes，对吧？这是我的外号。所以基本上对于那些不太了解这个情况的人来说，比如说你可以被称为数据达人，对吧？CDP系统中，你基本上会从系统中获取各种数据，这些数据可能质量不好，很乱，对吧？它们不太具有可操作性。每个线索都会进入你的系统。再说一遍，你比我能更聪明地解释这个，但总体上，你的目标是理清这些数据，最终为经销商带来投资回报。不管是要把正确的信息传递给合适的客户，还是改善沟通。我简化得很严重，对此你可能会觉得难受，但在开始之前，我只是想理清思路。

You know, I would say that one way of looking at data, CDP is, you know, controlling and mastering your data, having a cleanse data profile on your consumers, whether they be service or your sold customers or just everybody in your DMS and CRM in general, and being able to target market to that consumer exactly where they are in the journey and being able to no longer have wasted ad spend, but have the right ad spend for every consumer out there. You know, it's crazy that you're saying this, this morning, I commented on someone's post on X, they were talking about like marketing and automotive. So I put that, that quote that I'm sure you know and love, which says, half the money I spend on advertising is wasted. The trouble is, I don't know which half. Yeah. Isn't that the truth, right? How have we all felt that? So, and your job is to figure out which half. So now take us, take us one level deeper now, right? You've seen this business evolve from, from, you know, pen and paper to websites to, you know, apps and, you know, digital retailing in the last two weeks back to pen and paper. That's solved now though. So now we're back to digital. Give us a little overview of what's the state of dealership technology today. Like tell us like, table set a little bit for us. Where are we at today? Right. What's the current state? Where are we going?

你知道，我会说，看待数据的一种方式是CDP，即控制和掌握你的数据，拥有一个清晰的消费者数据档案，不论他们是服务客户还是购买客户，或者是你DMS和CRM中的所有人，并能够在他们的消费旅程中准确地进行精准营销，从而不再浪费广告支出，而是为每个消费者投入合适的广告费。你知道，真是巧了，今天早上我在X上评论了某人的帖子，他们在讨论市场营销和汽车。我引用了那句你肯定知道并喜欢的话：“我在广告上花费的一半钱是浪费的，问题是，我不知道是哪一半。”这难道不是实话吗？我们都有这样的感觉。所以，你的工作就是找出是哪一半。那么，现在带我们深入一点吧。你看到了这个行业从笔纸时代发展到网站、应用程序、数字零售，然后在过去两周回到笔纸时代。不过现在这些问题已经解决了，我们又回到数字化了。给我们一个概览，介绍一下今天汽车经销商技术的现状。告诉我们一点背景，我们现在处于什么状态？未来的方向是什么？

Well, I think that you still have, you have the innovators, right? You have the innovators that they want to bring in new tech, introduce it to everybody. And then you have old school that still fills that, hey, we've been able to do this for 40 years. Why do I need to change? And, you know, I think that the culture of that would be showing them how you can perform better with tech. And I feel that honestly, through every challenge time, think about it. Through every challenge time in our industry, we always come out better. Everyone comes out better based upon how they adapted during those challenging times. And I think that that's very true.

好吧，我认为你仍然会有一群创新者，对吧？有些创新者想要引入新技术，并让大家接受它们。同时，也有一部分老派人士认为，我们已经这样做了40年了，为什么还要改变呢？我觉得文化上的改变在于向他们展示，使用新技术可以让你表现更好。坦率地说，每当我们遇到挑战时，不妨想一想，我们的行业每次在挑战中都能变得更好。大家最终都会因为在那些困难时期的适应而变得更好。我认为这是真的。

Now we are not on CDK. So we didn't get to go through this experience that just happened. But I feel that for the stores that were posting and commenting, how they adapted, and they're still selling 30, 40, 50 cars or whatever through that time, I feel that those guys in that group, they learned a lot. They learned how to adapt when they were down. And I feel that now that the light switch has gone back on at these stores, they're going to be able to go in there and drive even better using their products and knowing that they can embrace it even more, knowing what it was like to walk away and not have it. But then you have the troops that they didn't sell any cars and they closed down and they didn't perform at all. And they struggled. What's going to happen to those stores if they don't adapt to the technology changes in the near future or what's going on in our industry right now? Those are the ones that are struggling.

现在我们不使用CDK。所以我们没有经历刚才发生的那些事情。但我觉得那些在帖子里发布和评论的商店，他们如何适应变化，并且在那段时间里仍然卖出30、40、50辆车或者其他数量的车，我认为他们学到了很多。他们学会了在困境中如何调整自己。我觉得现在这些店铺重新活跃起来之后，他们会更加善用他们的产品，并且更能接受这些产品，因为他们知道了没有这些产品时的情况。但是，还有一些店铺，他们没有卖出任何一辆车，关门歇业，完全没有业绩，并且在困境中挣扎。如果这些店铺不适应未来即将到来的技术变化，或者不跟上我们行业目前的变革，那他们将会更加困难。

I'm curious, like, how does someone, how does a vendor, how do they get your attention? We've all been gotten to pictures, right? I'm going to make you more money. I'm going to save you money. I'm going to save you time. Cool. Everyone tells you that 20 times a day, I get the emails. You know, I've gotten the phone calls as you could probably get 50 times more than me. How do they get your attention? You know, I like to toy with the product. So like, if it's something that is new, I think everybody has a DR tool. I think there's so many different people. Yeah, there's a retailing platform. I think that there's a lot of cameras. I think there's a lot of video that's out there. What does your tool do different that the other guy doesn't do? That's something that's going to get my attention. How does it make the user experience better? Our sales reps and managers, they have to log into so many different platforms now. Can you unify that? And does it include helping me to eliminate another product that I'm paying for? Because yours has multiple use cases.

我很好奇，像，一个人，一个供应商，他们怎样才能引起你的注意？我们都接到过推销，不是吗？“我能帮你赚更多钱。”“我能帮你省钱。”“我能帮你省时间。”好吧，每天听到这些话二十遍，我收到过邮件，也接到过电话，你可能比我多接到五十倍。他们怎样才能引起你的注意？ 我喜欢试用产品，如果是新东西，我想每个人都有一个灾难恢复工具。市场上有很多不同的人。是的，有零售平台。我认为有很多摄像头，也有很多视频。你的工具和别人的有什么不同？这会引起我的注意。它怎样能使用户体验更好？我们的销售代表和经理现在必须登录很多不同的平台。你能统一这些平台吗？你的产品能不能帮助我取消另一项正在付费的服务，因为你的产品有多种用途？

This episode is brought to you by Deal or On. These days, car buyers demand more than just a generic browsing experience from Deal or Ship websites. They want a personalized shopping journey that allows them to buy cars the way they want to buy them. Introducing Deal or On Signals. Deal or On Signals integrated with the Advanced Cosmos website platform delivers just that. Signals leverages your first party data to provide unique website experiences without third party cookies or logins. The result? A 2.5x increase in website engagement and happier customers for your dealership. Visit Deal or On.com slash CDG to schedule your demo of Deal or On Signals and discover the power of true website personalization. That's Deal or On.com slash CDG or click the link in the show notes below.

本集由 Deal or On 赞助。现如今，购车者希望在 Deal 或 Ship 网站上获得的不仅仅是普通的浏览体验，他们想要的是个性化的购物旅程，让他们能够按照自己的方式购买汽车。介绍一下 Deal or On Signals。Deal or On Signals 与高级 Cosmos 网站平台集成，正是为了实现这一目标。Signals 利用第一方数据提供独特的网站体验，无需依赖第三方 cookies 或登录。结果是什么呢？网站参与度增加了 2.5 倍，使您的经销商客户更加满意。访问 Deal or On.com 斜杠 CDG 预约 Deal or On Signals 的演示，发现真正个性化网站的力量。这是 Deal or On.com 斜杠 CDG，或点击下方节目说明中的链接。

You just mentioned a really important topic, which is given what happened here with CDK and the outage as you know, sort of this single point of failure. How do you feel about integrated tools? Like you just said, Ken, you mentioned putting tools together. Does that change your opinion on integrated tools? Or does it just change your opinion on cybersecurity? What's your thought? Well, I think that cybersecurity is important no matter what tool you have. But I would say with integrated tools, it's helpful in the sense that it helps us to you shouldn't have three different tools that can all be used as one. Does it make sense? So I shouldn't have to tie in a video to an information tool to a way to send it out and share it to a consumer only to be responded to in a fourth different valset. I think that the more integrations that you see of tech coming together and building unified tool, I think that helps everybody in the industry.

你刚才提到了一个非常重要的话题，就是关于CDK及其导致的宕机问题，这是一个典型的单点故障。那么你对集成工具怎么看？正如你所说的，Ken，你提到将工具整合在一起，这是否会改变你对集成工具的看法？还是仅仅改变你对网络安全的看法？你怎么看这个问题？ 我认为，无论使用什么工具，网络安全始终都是非常重要的。但我想说，集成工具在某种程度上是有帮助的，因为它们能使我们不必使用多个工具完成同一项任务。你能明白吗？我不应该需要把一个视频与一个信息工具以及一个分享工具结合使用，再通过第四个不同的系统来获取回应。我认为，科技越多整合并形成统一工具，这对整个行业都有好处。

Given these dealership outages that the industry just experienced, are you hedging that? And I know you don't use CDK, it's fine. But regardless of what tool you do use, are you hedging that in any way? Like did a conversation pop up in the meeting with your team? Like, hey, do we need a second DMS? Like, what's the, are you making any changes whatsoever? Because of that?

考虑到刚刚经历的这些经销商停电问题，你们有在做相应的应对措施吗？我知道你们不用CDK，这没关系。但无论你们用的是什么工具，你们有在以任何方式进行保护吗？比如，在团队会议中你们有没有讨论过这个问题？是否有人提到，我们是否需要一个备用DMS（经销管理系统）？因为这个问题，你们有做任何改变吗？

Yeah. Well, back to CDP. A CDP will help with that. So if you do have an outage or if a DMS shuts down, you still have all your consumer data. And you can take it another layer further and put it into a storage cloud as well. And we'll be doing that. That will again further help us should something ever happen, which, you know, hopefully that we never see that. But should it happen, we'll be prepared.

是的。回到CDP（客户数据平台）的话题。CDP可以帮助解决这个问题。因此，如果你遇到停机或者DMS（数据管理系统）关闭的情况，你仍然可以保留所有的消费者数据。你还可以更进一步，把数据存储到云端。我们会这样做。这样一来，如果发生什么意外情况（尽管我们希望永远不会遇到），我们也会做好准备。

You mentioned CDPs multiple times. But talk to me about what are the latest tools you're using to enhance the customer experience. Like just give us a little overview. Um, AI, AI is everywhere. So. Okay, but wait, wait, everyone says AI, right? It's like everywhere. Like everything is like, I see like 20 year old websites and like suddenly like, you know, AI, cool. What does that really mean to you? What's that mean to me? I believe AI is something as a product that helps to meet the customer a little bit closer in their journey and be able to provide them those experiences without human involvement and be able to get them further down the funnel. And so for us, it can start on the website. It can start with backgrounding of vehicles and giving the customer the ability to look at different features and communicate with a chat that actually knows how to answer questions and take conversation further before setting the appointment.

你提到了多次使用CDP。但和我谈谈你目前使用哪些最新工具来提升客户体验吧。可以给我们一个概述吗？嗯，人工智能，人工智能无处不在。但是，等等，等等，每个人都在谈论人工智能，是不是？就像无处不在，好像所有东西都在使用人工智能。像我看到一些二十年前的网站，突然间也变得很“酷”，使用了人工智能。那对你来说到底意味着什么？对我来说，人工智能是一种产品，它可以帮助我们更接近客户的旅程，提供无需人工介入的体验，让他们进一步进入购买流程。所以对我们来说，这可以从网站开始，比如背景资料的呈现，让客户能够查看不同的功能，并且与一个能够回答问题并推进对话的聊天工具交流，最终安排预约。

AI is technology that can take those questions and turn it into a lead. And then that lead is then again, down the funnel a little bit further in communication before handing it off to a sales rep to take the purchase experience further. And what state are you seeing the tools you're using? Like at what state are they with respect to delivering a customer experience that is at least at parity with a human, maybe better. That's obviously the goal. But like, what state do you think we're at? Depends on what group you're with, right? So for us, I would say that we're at a state where we are very transparent with the consumer. And by using that innovation, we can provide the consumer with all the questions that they want on a vehicle before they even come into the door. We provide them with the car facts, the digital retailing tool access videos, photos, feature view videos of the vehicle, service records, car facts. I mean, everything that the customer typically asked for, they get that before they even step foot into the dealership, before they even get our second response from us. They get that answer. And then it's followed up with video of the vehicle, walkarounds, introductions. Now, is that is that all manual? What you're saying right now? Are you doing that like manually or is that also? No. The video, yes, the video walk around is manual because that's more of a self, self introduction to the consumer. But as for everything else, it's all automated. And so part of my deal with in Pell, when we launched with them as a partner, we wanted another tech stack to be automated as part of the initial greeting to the consumer. We were able to put that together with them. And it's been very successful for us by doing that.

人工智能是一项技术，可以将那些问题转化为潜在客户。然后这个潜在客户会在沟通过程中进一步被引导，直到交给销售代表来进行更深入的购买体验。你觉得你们使用的工具到了什么程度？它们在提供至少与人类相当甚至更好的客户体验方面到了什么阶段？这显然是目标。但你觉得我们目前处于什么阶段？这取决于你和哪个团队合作，对吧？就我们而言，我会说我们已经达到了一个非常透明的状态。在使用这项技术创新时，我们可以在消费者进店之前，提供他们想知道的所有关于车辆的信息。我们提供汽车报告、数字零售工具访问权限、视频、照片、车辆特征视频、服务记录，等等。消费者通常问的所有问题，在他们进店之前，甚至在收到我们的第二次回复之前，就可以得到答案。随后还有车辆视频展示、走动介绍。 这些都是手动完成的吗？或者你说的部分也是自动化的？不是的。视频和视频走动介绍是手动的，因为这是给消费者的自我介绍。但其他一切都是自动化的。所以当我们与In Pell合作推出时，我们希望另一个技术栈能够成为初次问候消费者的自动化部分。我们和他们一起实现了这一点，并且这种方式对我们来说非常成功。

So I want to ask you about specific tools. And I also want to give a shout out to Impel and tell us a sponsor to CG podcast. But they also recently, they actually made an acquisition of outsell, which is another tech player in our industry. So shout out Devon, who's been on the podcast himself and Impel for doing great things. Tell me more about that. And let's talk a little bit about the tools. You mentioned Impel, but I want to talk about what are the tools where you're seeing AI being utilized, the best possible right now for the dealership? Conversational, being able to communicate with the customers, whether we're open closed, it's a holiday or the sales reps busy, those conversations can continue to take place. Backgrounding of vehicles. So a lot of our areas have photo booths, but there are those other areas that do not have photo booths.

所以我想问问你关于具体工具的问题。我还想给Impel打个广告，他们是我们CG播客的赞助商。而且他们最近收购了我们行业内的另一家技术公司Outsell。所以特别提一下Devon，他自己曾上过我们的播客，同时感谢Impel所做的出色工作。告诉我更多关于这方面的信息吧，我们也来聊聊那些工具。你提到了Impel，但我想聊聊现在有哪些工具在车行中得到了最佳AI应用？比如说会话工具，能够与客户交流，无论是我们开放还是关闭、是否是假期或者销售代表是否繁忙，这些对话都可以继续进行。还有车辆背景处理，我们很多地方都有摄影棚，但也会有一些没有摄影棚的区域。

So we use the AI to be able to place the vehicle into a virtual photo booth, which obviously helps with the way the vehicle looks on your SRP page. And then you take it additional steps further in its information sharing. So we like the fact that it can share out information packets. Which is a consumer without us having to depend upon a person to remember to send out a packet every single time. It's already done on new and used vehicles. Yeah, no, I'm just curious where you're seeing AI really bringing value at the current state across the dealership. Yeah. Appointment setting for sales and for service, long-term engagement for service consumers.

我们使用人工智能将车辆放置在虚拟照片展台中，这显然有助于提升车辆在SRP页面上的展示效果。然后，我们进一步利用AI来共享信息数据包。这样一来，消费者就不需要依赖工作人员每次手动发送数据包，因为这一切都已经针对新车和二手车自动完成了。对，我只是好奇，目前在整个汽车经销商领域，你认为AI在哪些方面真正带来了价值。比如说预约销售和服务，维护服务的长期客户互动等。

And staying on top of follow-up with internet leads for sales reps and BD agents. You know, there's been a lot of talk about where is AI really going to make a dent in the dealership? Is it incremental? Is it just an efficiency play? Is it going to replace people? Right? Like how do you see this evolving in the dealership? I would say both, right? So I think it's definitely incremental. It enables us to drive greater revenue both sales and service, improving our results from leads and conversions and setting service appointments. But it also delivers some efficiency points. It helps us to scale our operations faster. It makes our processes more efficient across all systems. And it drives productivity, right? So like, for example, on sales, it handles all leads that we're currently in communication with.

跟进网络销售线索对于销售代表和业务开发代理来说非常重要。你知道，关于人工智能在汽车经销商领域的影响已经有很多讨论了。它是渐进的吗？只是提高效率吗？还是会取代人类呢？你怎么看待它在经销商中的发展？我认为两者兼有。我认为它确实是渐进的。它能让我们在销售和服务方面获得更高的收入，提高从线索到转化的效果，并安排服务预约。同时，它也提高了工作效率，帮助我们更快地扩展运营，使我们的流程在所有系统中更加高效，并且提高了生产力。例如，在销售方面，人工智能可以处理我们目前正在沟通的所有线索。

All internet leads that let me make that clear and chat. But email and texting, I don't have to worry about someone fumbling the ball on not following up to a text or not typing in all caps or anything like that. It's a very proficient email that goes out to the consumer that answers the prior question that they have. And it has a lot of empathy to it now. So the AI in PEL uses sympathetic to a consumer. I mean, if you should see some of these conversations that take place, if a customer says, hey, I've been in my car was in an accident, I was a total loss, the AI's initial response is, hey, I'm so sorry to hear about that. Please let me know how I can see further.

所有的网络线索都让我能够更清晰地聊天。但对于邮件和短信，我就不用担心有人不回复短信或没有正确使用大写字母之类的问题。我们发送给消费者的邮件非常专业，能够解答他们之前的问题，并且现在邮件中还充满了同理心。所以，PEL中的AI对消费者非常同情。举个例子，如果客户说：“嘿，我的车出了事故，完全报废了。”AI的初始回应是：“嘿，真的很抱歉听到这个消息。请让我知道我还能如何提供帮助。”

I mean, that's great to know that those conversations are taking place. But I mean, it helps us to build a stronger relationship with the consumer. Our AI's agent's name is Megan. Megan is a household name that stays with the consumer for a very long period of time now. And it helps to provide that white glove service. It helps for the salespeople to be more efficient and what they're focusing on with the consumer inside of the showroom. And the days of having 20 salespeople on a sales floor, we don't need that anymore. Our average sales rep per store is 12 to 15, is that? And it's, again, it's assisted by AI helping. Tell me like, you know, there's dealer principles listening to this thinking, okay, where can I cut costs? And then there's BDC directors thinking, okay, am I going to have a job? And I think there's a balance to all of that.

我的意思是，知道这些对话正在进行是很好的。但我的意思是，这有助于我们与消费者建立更牢固的关系。我们的AI代理名叫Megan。Megan是一个大众熟知的名字，长期以来一直陪伴着消费者。这有助于提供高端服务，也让销售人员在展厅内与消费者互动时更有效率。在过去我们需要20名销售人员，现在不再需要了。每个店的平均销售代表数量是12到15个，这也是在AI的帮助下实现的。试想一下，听到这些销售经理会考虑如何削减成本，而业务发展主管则会担心他们的工作是否有保障。我认为这里需要找到一个平衡点。

I'm of the belief that AI, I've seen how we use it here at Cardio Ship Guy, right? Like simple stuff, improving, editing, whatever it may be. I'm of the belief that it's an enhancer here. It won't necessarily replace rather it will, you know, supercharge the people that learn how to use it. So what is your message as someone who's in the weeds on this daily? Wait, what is your message to a dealer principle versus like a BDC director right now about where this technology is going to take our industry and how you can either, you know, run from it, you know, embrace it. Like, what's your message to them? Yeah, I would say embrace change. And, you know, for us, you know, we're in some large metro areas and we've been able to pretty much eliminate BDC departments.

我个人认为人工智能，在我们Cardio Ship Guy这里的应用，我已经看到了。比如简单的事情，改进、编辑等等。我相信人工智能在这里是一个增强工具。它不会取代人类，而是会，怎么说呢，给那些知道如何使用它的人赋能。所以，作为一个每天都深入参与这项工作的人员，你对经销商和BDC（业务开发中心）主任有什么信息要传达的吗？关于这项技术将如何影响我们的行业，以及你们可以选择迎接它或者逃避它，你有什么要对他们说的吗？对，我会说要拥抱变化。你知道，对于我们来说，我们身处一些大都会区域，并且几乎已经淘汰了BDC部门。

And I'm from the build school, right? So I remember the days where you had five to seven people working inside of a BDC and you had, you know, 15, 20 salespeople on the floor. But look at it this way. Now we've been able to slim that down to where at some stores, I just have a BD coordinator. That coordinator helps to oversee daily tasks, responsibilities, and manage handoffs. At quite a few stores, we have no coordinators and we have no BD agents. We have a whole digital sales floor, salespeople that work alongside the AI to be able to drive that consumer experience. And then obviously we need the sales reps to deliver the vehicles and get things ready inside of the store when the consumer comes in. And for the larger stores, you're always going to have maybe two agents, that two to three agents that help to manage those handoffs, but also can assist with the service handoffs as well.

我是属于传统方式的，对吧？我记得以前在业务发展中心（BDC）工作时，有五到七个人，销售团队有15到20个销售人员。但现在情况有所不同，我们已经精简到有些店只需要一个业务发展协调员。这个协调员负责监督日常任务、管理职责和交接工作。在很多店里，我们甚至没有协调员和业务发展专员。我们有一个完整的数字销售团队，销售人员与人工智能一起合作，提升客户体验。当然，我们还需要销售代表来交付车辆，并在客户到店时做好准备工作。对于较大的门店，通常会有两到三名专员来管理这些交接工作，同时也可以协助服务交接。

But I would say that, you know, it's not that you're eliminating your BD agents. You can actually give your BD agents the opportunity to become digital salespeople. That's what I was just going to say. I was waiting for you to say, because I was going to say, well, it sounds to be like what you've done is you've almost expanded the role to, you know, enable them to actually sell, right? And everyone is more of this like sales role on the floor and assisted by tech as opposed to like, you are only internet, you are only floor. Now, now I think that the two have to work hand in hand. And I believe that if you take a BD agent, I love the BD agents.

但我想说，你知道，你并不是在淘汰你的商务拓展（BD）人员。实际上，你可以给你的BD人员一个机会，成为数字销售员。这正是我想说的。我在等你说这些，因为我本来想说，看起来你所做的几乎是扩展了他们的角色，让他们实际上能够销售，对吧？现在，每个人都更像是在现场的销售角色，再由技术来协助，而不是以前那种你只负责互联网，你只负责现场销售。现在，我认为这两种角色必须密切合作。我相信，如果你让一个BD人员，我非常喜欢这些BD人员。

They know the CRM the best. They know how to follow up the best. They know how to provide the white glove experience. They're not afraid to make phone calls and talk to a consumer. So I would actually encourage BD agents to step away from that role and embrace the AI, increase your income, and jump onto the sales floor and provide that best experience to consumers for years to come. How do you think service is going to change given, you know, where we're heading? I mean, from your perspective, you run many service centers. Do you think that that is like the, is that the limit for service? Like is it just communication? Do you see it like being embedded deeper than that? What's your thought? Yeah. So we have several service directors in the group. And I know that, you know, initially we're hesitant on one of them was on, do I want to launch AI? And he had so many concerns about it. And he absolutely loves it now. So we launched service AI with Impel at more than half of our locations.

他们对客户关系管理系统（CRM）最了解。他们最懂得如何跟进，他们懂得如何提供高端的服务体验。他们不怕打电话与消费者交流。因此，我实际上鼓励商务发展（BD）代理们放下这个角色，拥抱人工智能（AI），提升你的收入，走上销售一线，为消费者提供最佳体验，持续多年。你认为在我们前进的方向上，服务会发生怎样的变化？我的意思是，从你的角度来看，你管理了很多服务中心。你认为这是服务的极限了吗？仅仅是沟通吗？你认为它会被更深层次地嵌入吗？你的看法是什么？是的，我们团队里有好几位服务总监。最初我们对其中一位是否要引入AI感到犹豫，他对这件事有很多担忧。但现在他非常喜欢它。所以我们在超过半数的地方与Impel一起推出了服务AI。

And the return on that investment has been just twofold. I mean, it's great because it's helped us to identify within our DMS opportunities of consumers that haven't been in the shop for a long period of time. It's also helped us to eliminate those customers that no longer own the vehicle from our DMS. And now we're helping to provide better marketing that goes out to the consumers. But, you know, with the product that they have, and I'm sure that it's separate from others, it's about the engagements. It's the text messaging and again, the empathetic communications that they send out to consumers. They don't own the vehicle anymore.

我们从这项投资中获得了双重回报。首先，它帮助我们在DMS系统中找到了那些很久没来店里的顾客。其次，它帮助我们清除掉了那些不再拥有车辆的客户信息。现在，我们能够向客户提供更优质的营销服务。此外，他们的产品在用户互动方面表现出色，包括短信服务和有同理心的沟通，确保信息传达到那些不再拥有车辆的客户手中。

They're empathetic to that. If they haven't been in in two years because they feel like, hey, I can get my oil change down to the street, it can respond to that. And, you know, again, it drives that customer back to the service scheduler, giving them the ability to go ahead and schedule that appointment themselves. And once again, helping for those service agents to focus more on consumers that are in front of them and only getting involved when that handoff is required. This episode is brought to you by Uber.

他们对此很有同感。如果他们已经两年没来了，因为他们觉得，“嘿，我可以在街上换机油”，它可以对这种情况做出响应。而且，这再次吸引客户回到服务预约系统，让他们能够自己预约。这样一来，服务人员可以更专注于面前的客户，只有在需要交接时才介入。这一集由优步赞助。

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礼貌接送服务不再是锦上添花的选项，而是必需品。这就是为什么80%的汽车经销商受访者表示，根据2023年Uber对79家机构的调查，通过Uber提供的按需接送服务帮助留住了客户。有了Central系统，即使客户没有Uber应用程序，你也可以替他们叫车。汽车经销商喜欢使用Uber的商业服务，因为它不仅省心，还提供高端服务，完美处理诸如零件接送、更换班车和备用车等任务。

Dealers can request one way or round trip rides, add multiple riders and locations, and even monitor trips in real time. Plus, you'll get monthly reports to keep track of everything. If you're ready to reduce the costs associated with maintaining shuttles and limit the liability of loaner vehicles, it's time to partner with Uber. Visit t.uber.com slash CDG Auto today to learn more or visit the link in the show notes below. Now, how are you getting feedback from your consumers here? Right? Like, if I post something on social media, people will scorch to earth in five seconds. I know right away what people think. How are you working with your customer to really know how do they feel about this type of transaction?

经销商可以请求单程或往返的接送服务，添加多个乘客和地点，甚至实时监控行程。此外，您还将获得每月报告，以便跟踪所有情况。如果您准备减少维护班车的成本并降低借用车辆的责任，现在是与Uber合作的时候了。今天访问 t.uber.com/CDGAuto 了解更多信息，或访问下方的链接了解详情。那么，您是如何从消费者那里获取反馈的呢？比如说，我在社交媒体上发布了一些东西，人们会在五秒钟内做出强烈回应，我马上就知道他们的想法。您是如何与客户合作，真正了解他们对这种交易的感受的呢？

Is it actually better off with a consumer regardless of where you're implementing AI tools and whatnot? Right? How do you know you're doing the right thing? So, within their dashboards, you can actually look at the conversations as they take place. And again, just like any product, you have to have training around it. And if you train your people the right way to be able to get engaged with the consumer at the handoff point, acknowledging Megan, acknowledging whoever turned that texture, that handoff to them, it's seamless. And, you know, we grew from that. And I think that with the service side, it grew really quick. So, we had tons of appointments that we had scheduled. So, we had to correct that issue as well.

无论您在何处实施人工智能工具和相关技术，与消费者的交互是否会变得更好，这是一个值得思考的问题，对吧？您如何知道自己在做正确的事情呢？在他们的仪表板中，您实际上可以看到对话的实际进行过程。同样，就像任何产品一样，您需要围绕它进行培训。如果您以正确的方式培训您的员工，使他们能在交接点上与消费者顺利互动，确认Megan或其他任何参与互动的人，就能实现无缝衔接。您知道，我们从中获得了成长。我认为，服务领域的增长非常迅速，所以我们安排了大量的预约，并且也必须解决这个问题。

And by doing so, we throttled the system down to not do so many engagements at once to be able to, again, accommodate the customer's needs. I want to move forward to like the economy a little bit and just talk about what you're seeing in the market, right? You have your fingers on the pulse. You're very closely. Can you give us a little overview to just trends that you're noticing right now in real time, whether it be lead flow, volume of customers, sales, like just give us a little overview right now. What do you see? You know, I think, and I talked to many people across the industry outside of our region. And I would say that as of right now, it seems like leads are going down on new vehicles at a time when we've had the most new cars in the past, you know, two to three years on the ground. And so that's a question, right? So what's holding the customers back? Is it the rate? Is it the still the availability on certain trends or colors?

通过这样做，我们减少了系统的并发处理，以便更好地满足客户的需求。现在我想谈谈经济情况，看看你对市场的看法，对吗？你应该对市场非常了解。能不能给我们一个简要概述，介绍一下你目前注意到的趋势？比如说潜在客户数量、客户量、销售情况等。你现在看到了什么？ 我和很多行业内外的人交流过。到目前为止，似乎在我们拥有过去两三年最多新车的情况下，新车的潜在客户数量却在下降。这就引出一个疑问，是什么因素让客户止步不前？是贷款利率问题，还是某些车型或颜色的供应问题？

Is it buyer confidence in the market? I don't know the answer to that. I know that we're taking multiple approaches to make sure that we continue to keep our turn rate moving and to look at different ways of being creative to find opportunities for our salespeople to work. Now, but why do you think leads are dropping here? Like, do you think it's just the combination? Like, obviously, there's more new car inventory, but, you know, new cars are availability is rising. What are you seeing as the drivers on your end? And also, can you, and one thing I didn't ask you, just give us like, how many stores are you overseeing?

这是买家对市场的信心吗？对此我不太清楚。我知道我们正在采取多种方法，确保我们的周转率继续上升，并且寻找各种创新的方式，为我们的销售人员创造机会。那么，你觉得这里的销售线索下降的原因是什么？你认为只是多种因素的结合吗？显然，现在新车的库存增加了，新车的可用性正在上升。你在这方面看到了什么驱动因素？还有一个我没问到的，你能告诉我们你负责管理多少家店铺吗？

Like, give us a little sense of the volume we're talking about here to scale? Yeah, so I oversee 22 stores all on the sales and digital retailing side, along with the implementation. And so with those regions that we're in, I can go back to exercises that we would show inside of our manager meetings in the stores that, you know, at a time in 2020 and 2021, a 75 mile radius may only serve up, you know, 2,000 new cars on the ground against all makes and models. And now if you go do a search on these third party sites and you look at that same 75 miles, you're looking at 25,000 to 40,000 new cars spread across hundreds of dealerships.

我们谈论的规模大概有多大？是这样的，我负责管理22家门店，涵盖销售和数字零售领域，还有实施部分。根据我们所在的区域，我可以回顾一下我们曾在门店经理会议中展示的案例。在2020年和2021年，一个75英里半径的区域可能只有大约2,000辆各种品牌和型号的新车。而现在，如果你在这些第三方网站上搜索同样的75英里半径范围，你会发现有25,000到40,000辆新车，分布在数百家经销商那里。

So that's a reason. There's more options for consumers now to submit leads to other vehicles. But when you look at brand specific, you're no longer the only guy on the page with inventory. It's you and 40 other stores that are fighting for valuable merchandising space on those third party sites. Speaking of third party sites, like, how do you differentiate there? Like, what's your, you know, are you doing anything unique? Is it strictly price and? It's algorithm. And if you can define the best ways to perform on the algorithm, that helps your relevancy when showing up on those pages and driving that.

所以这是一个原因。现在消费者有更多的选项可以提交线索给其他汽车品牌。但是，当你查看特定品牌时，你不再是页面上唯一一个有库存的人了。在那些第三方网站上，你和其他40家门店都在争夺宝贵的营销空间。说到第三方网站，你们是怎么在那上面脱颖而出的？你们有做什么特别的吗？是单纯靠价格吗？这是算法。如果你能找到最好的算法优化方式，这会提高你在这些页面上的相关性，并推动你的展示率。

And, you know, those are some key areas that we focused on. And we did that a couple of years ago. And it helped us so much. So it helps to keep us. So like, when you say algorithm, right, how are we, how are we optimising this algorithm? Right? Because, you know, what's that like, what are some of the levers that you can share with us? I'll share some simple ones that I think everybody knows. Obviously, price is always going to be something new listing, a new listing.

你知道，这些是我们关注的一些关键领域。我们是在几年前这样做的，它对我们帮助很大。所以它有助于我们保持状态。比如说，当你提到算法时，对吧，我们该如何优化这个算法呢？因为你知道，这是什么样的，能跟我们分享一些你知道的诀窍吗？我来分享一些大家都知道的简单的例子。显然，价格总是一个因素，还有新的上市商品。

So for instance, if on auto trader, you have a vehicle that just lands on your lot, you have seven days, seven days that that new batch new vehicle listing badge is available to you. If you don't photo your cars until day you miss six days of the best merchandising that you can receive, then you tie in some other things like 360s, spin the car. Those are all things that help to drive the algorithm on the third party sites. Good customer reviews. Each third party, whether it be cars, auto trader, or car gurus, they all have different things that drive the algorithm. And if you've not taken notice to that, and it's not part of your merchandising practice, you're missing out.

比如说，如果在自动交易平台上，你有一辆新到的车辆，你有七天时间，那七天的新车上市标志是可以使用的。如果你不及时拍摄车辆照片，那么你将错过六天最好的营销机会。而且还有一些其他的因素，比如360度全景拍摄，这些都能提升第三方网站的算法效果。好的客户评价也是如此。每个第三方平台，不管是汽车、自动交易平台还是汽车专家，他们都有不同的算法驱动因素。如果你没有注意到这些，并且没有将其融入到你的营销实践中，那么你就错失了机会。

I like you. I mean, I think that would you agree, like, to be good at this, you have to be a tinkerer, right? Like, it feels like, like what you just mentioned is such a fine detail that I just have to imagine 99% of dealers overlook. Okay, maybe not 99%. But like, you just mentioned that seven day banner, you just missed your perfect merchandising period, right? Like, these are details that you really have to be a tinkerer and be in there to see, right? And know the trends, understand, you know, what matters. Yeah, I mean, I think at the end of the day, you know, we talked about this just over the past few weeks of our meetings was it's not a process unless it's written down. And so if you don't have a process for your merchandising, for those that are responsible for your merchandising to check these boxes, it's not being done. Jeremy Nalling, all right.

我喜欢你。我的意思是，我觉得你会同意，要在这方面做得好，你必须是个爱琢磨的人，对吧？比如你刚才提到的那些细节，就好像99%的经销商都会忽略这些。好吧，也许不是99%。但是你刚才提到的那7天展示期，你错过了最佳的展示时机，对吧？这些都是需要你真正深入其中去观察和了解的细节，还要理解趋势，知道什么是重要的。是的，我的意思是，最终，我们过去几周的会议中谈到的一个观点是：如果没有书面流程，那就不能称作流程。所以如果你没有一个关于展示的流程，那些负责展示的人就不会按步骤执行。Jeremy Nalling，就这样。

So you've been at RORMAND for 25 years. You've accomplished a lot. What's your plan for the next decade? Well, well, at least for the next decade, it will be to continue to grow with the RORMAND organization. And, you know, their family is separate from a public group. It's separate from a lot of deal groups across the industry. And since that, they're very innovative. They work closely together. So they're third generation, the grandchildren, Ryan and Trey and Chase and Luke and Connor and Logan. I mean, these grandchildren are in the day-to-day operations of the stores. And they all hold a specific role to not only drive growth, but to drive culture. This group, this family believes more in values and training and making sure that we provide the best experience for our employees on a day-to-day basis. And I can say that in confidence. I've been with the group for 25 years. You don't stay somewhere because you're comfortable. You stay somewhere because you love it. And it helps you to thrive and grow in what you do on a day-to-day basis. And, you know, aside from that, they've now helped me to make my son a better person. So my son just recently graduated from Northwood University. Nice. Congrats.

那么，你在RORMAND工作了25年，取得了很多成就。你对未来十年有什么计划？ 嗯，至少在未来十年里，我的计划是继续与RORMAND组织一起成长。你知道，他们的家族是独立于公众团体之外的，也独立于行业内很多交易团体之外。因此，他们非常具有创新性，工作紧密合作。现在是第三代——孙辈们，Ryan、Trey、Chase、Luke、Connor和Logan——参与到店铺的日常运营中。他们每个人都有特定的角色，不仅推动业务增长，还推动企业文化的发展。这个家族更注重价值观和培训，确保我们每天都能为员工提供最佳体验。我可以自信地说这一点，因为我已经在这个团队工作了25年。你不会因为舒适而待在某个地方，而是因为你热爱它，它帮助你在日常工作中茁壮成长。除此之外，他们现在还帮助我让我的儿子成为一个更好的人。我儿子最近刚从诺斯伍德大学毕业。 哦，那真是太好了，恭喜你们。

And, by the way, can you just provide some context on what Northwood is for anyone that's not aware? Yeah, sure. So I'll take you back to 2019. My son was going to go to IU. All for his whole life, he was going to go to Indiana University. And during COVID, he ended up having to come work for us. We were down salespeople. And I ended up bringing him and a couple of his buddies to come work for us at some stores. And he looked at me and he says, hey, I want to go check out Northwood. I'm like, really? And he's like, yeah, I want to go to look at Northwood. And so we made the drive up, those about six-hour drive up. And Northwood University, for those who don't know, it's the only automotive university in the United States. And what it does is that they hire OEMs, hire directly out of there, dealer principals, send their students, their children there to learn. And then obviously anybody who has a true passion for the auto industry, that's where they go. And my son developed that passion. So Dominic has achieved his bachelor's in three years. And he's spinning it up as master's degree now. So he has about three weeks left. And I was in NBA all in four years.

好的，我来翻译一下，并尽量让它易读： 顺便说一下，能不能为不太了解Northwood的人提供一些背景信息？好的，当然可以。我带你回到2019年。我儿子一直计划去印第安纳大学。他一生的目标就是去印第安纳大学。但在新冠疫情期间，他不得不回来为我们工作。我们那时缺少业务员，于是我让他和他的一些朋友来我们的店帮忙。有一天，他对我说，他想去看看Northwood。我很惊讶，问他真的吗？他说是的，他想去看看Northwood。于是我们开六小时的车去了那里。 Northwood大学，对于那些不知道的人来说，它是美国唯一的汽车大学。这所大学的特色是，汽车原始设备制造商（OEM）直接从那里招聘员工，汽车经销商也会送他们的孩子去那里学习。当然，所有对汽车行业有真正热情的人也会选择那里。我儿子在那里培养了这种热情。多米尼克在三年内完成了他的学士学位，现在正在攻读硕士学位。他还有大约三周就完成了整个学业，这意味着他在四年内完成了NBA硕士学位。

And because of Dominic's growth inside of there, it caught the attention of LG Bright and LG's the automotive chair at Northwood University. Just an amazing guy with a huge background in the auto industry. And so after Dominic's first year there, LG asked me, say, hey, Jeremy, would you be interested in talking to the students? And I was like, okay, yeah, it'd be cool. And so I did. And it led to me being a, I volunteer now there every semester. I have a group of school classroom students that we talk about automotive management and marketing with. We brought interns onto the group. We've had a great time. We participate in their auto shows. We participate in a lot of other events with the university.

因为多米尼克在那里的成长，吸引了LG Bright的注意，LG是诺斯伍德大学汽车专业的负责人。他是一个在汽车行业有着丰富背景的了不起的人。所以在多米尼克第一年在那里之后，LG问我：“嘿，杰里米，你有兴趣和学生们聊聊吗？”我回答说：“好的，那会很酷。”于是我去做了。这使得我现在每学期都会在那里做志愿者。我和一群学校的学生们讨论汽车管理和营销相关的话题。我们也接纳了实习生加入这个团队，度过了非常愉快的时光。我们参加他们的汽车展览，还参与了很多大学其他的活动。

What's impactful is that it was supported by the Roman family. So JR Roman coincidentally actually went to Northwood University and I wasn't aware of that at the time. And when I came to Ryan's and hey, Ryan, they're asking me to teach here. What are your thoughts? He goes, do it. Go after it. And so they want me to do it every week. And he goes, is it virtually? And I'm like, yeah, I have to go up there a couple times a year. But yeah, it's virtually. And he goes absolutely make the time for it and do it. And so now, not only are we able to help provide a lot of tech insight and process and accountability to the students of tomorrow, but they're actually able to help give back to me and help me to learn and grow through some of the experiences that they're going through at the school. And to see these kids go through all that they're doing for a three to four year period and they're not getting paid a dime. But yet they're coming out in the industry and they already know about a financial statement. They know about marketing. They know about process tasks, not a work through a DMS. That's the kids of tomorrow.

令人印象深刻的是，这件事得到了罗曼家族的支持。巧合的是，JR Roman去过北伍德大学，当时我并不知道这一点。当我来到Ryan的办公室，我说："Ryan，他们让我在这里教书。你怎么看？" 他说：“去吧，追求它。” 于是他们希望我每周都去教课。他问我是在线授课吗？我回答是的，我每年需要去那儿几次，但大部分时间都是在线授课。他说："绝对要抽出时间去做这件事。" 现在，我们不仅能够为未来的学生提供大量的技术见解、流程和责任感，他们还能够回馈我，帮助我通过他们在学校的经历来学习和成长。看到这些孩子在三到四年时间里经历了所有这些事情，而且他们没有拿一分钱，但他们进入行业时已经了解财务报表、营销、流程任务、如何操作DMS（经销商管理系统）。这些就是未来的孩子们。

Well, I love your passion. I mean, he's just oozing out. I can just tell that this really, really gets you going and it's awesome to see. And also to see, like you said, your son having that opportunity is awesome, right? Because I remember when I was early in the car business, I just learned about NADA Academy. And I had no way to go. Right? It's just like small independent just starting the business had no way to go. I had to hook up at the franchise and I was frustrated. Right now I ended up figuring out brute forcing my way and learning by experience and many, many mistakes that some of which were very expensive. And it was quite it was a hell of a school. I'll tell you that. I mean, definitely learned the ins and outs the hard way. But it's awesome to see how excited you are about this and investing in your son and just the future. It's awesome.

好的，我真的很喜欢你的热情。我的意思是，他真是充满了活力。我可以看出来这件事真的让你非常兴奋，看到这种状态真是太棒了。而且，像你说的，看到你的儿子拥有这样的机会也很棒，对吧？我记得我刚进入汽车行业时，只是听说过NADA学院，但没有办法去上课。对吧？那时候我刚刚开始做小型独立生意，根本没有路可以走。我不得不靠加盟连锁来勉强维持，那时非常沮丧。现在回想起来，我最终是靠着硬闯和从经历中学习来走过来的，期间犯了很多错误，有些错误代价非常高。这真的是一个严酷的学堂，我可以告诉你，我确实通过这种艰难的方式学到了各方面的知识。但现在看到你如此兴奋地投入到这件事中，并为你的儿子和未来投资，这真是太棒了。

Yeah, NADA has a campus up there. Cox Automotive has a campus up there and so does CDK along with many other tech partners have involvement there. But then they have the women in automotive. They have the teddings fixed up round table that happens at the campus. NADA is actually getting a new building built up there right now because the current one is almost all of that's taking place right now. Yeah, it's great. All right. So I have to imagine lots of dealers listening to this or vendor. I mean, people are going to want to reach out to you for advice or to chat. So I'm just going to say, if you'd like to reach out to you, they can find you on LinkedIn. Does that work? Yeah, it is. And the Roarner Group is always looking for people. So if you're in a rooftop where you don't know if you're somewhere where you feel that you're not thriving. And you feel that there's so much more that you like to share and grow with. That's what we welcome. We welcome those individuals to join our organization. You're the ultimate evangelist. You love your products. You love your companies. I love it. Any closing thoughts for us before we wrap up here? Any parting words?

好的，NADA在那边有一个校区。Cox Automotive也在那里有一个校区，CDK以及许多其他技术合作伙伴也有参与。此外，他们还有女性汽车业从业者项目。他们还在校区举办了圆桌会议。NADA现在实际上正在那里建造一栋新楼，因为目前的建筑几乎已经用满了，是的，这一切正在进行中，真是太好了。 好吧，我想很多听众可能是经销商或供应商。我是说，人们会想联系你寻求建议或者聊天。所以我只想说，如果有人想联系你，可以在LinkedIn找到你，可以吗？是的，可以。Roarner Group一直在招人，所以如果你在一个地方觉得自己没有发挥潜力，并且觉得还有很多东西想要分享和成长，我们欢迎你加入我们的组织。你是终极传道者，你热爱你的产品，你热爱你的公司，我喜欢。如果结束前有什么最后的话要说吗？

I'm a huge fan of what you're doing in the industry. I really, I think that you are are, you know, I'll go talk to one interview specifically that you did. And I want to tell you, you opened up with Brian Benstock on an interview. And I've been a huge fan of that guy for a long time. I was in the gym with him a few weeks ago. And you know, to hear his passion, and he's been in the industry longer than I have. I was four years old when he, when he started on May 10th, I was born on the 10th. And when he said that in the interview, I was like, man, he still has it. He's still going and he's still making a market in this industry. I can assure you that our organization, Ryan Rorman and his brothers, they have that same passion. So, you know, if you're not in the right spot, find the good spot, we're always looking for good talent inside of our group. And, you know, I think that the what you're doing for the industry helps to know that there's dealers out there that still want to grow and change and be impactful. And I thank you again for the interview and opportunity to spend time with you. Jeremy Nalling, thanks so much for coming on. This was awesome. You're a wealth of knowledge, head of blast. And I think we're going to love it. Thanks for coming on. Thanks, Josh. Appreciate it. This episode is brought to you by my very own car dealership guy, industry job boards. CDG jobs is revolutionizing how talent connects with top automotive companies.

我非常喜欢你在这个行业里的所作所为。我真的认为你做得非常棒。我想具体提一下你做过的一次采访，你和Brian Benstock的对话给我留下了深刻印象。我一直以来都是他的粉丝。几周前，我和他一起在健身房，他对行业的热情让我非常感动。他从业时间比我还长；当他1984年5月10日开始进入这个行业时，我才四岁，而我正好也是5月10日出生。当他在采访中提到这个时，我心想，他依然充满激情，一直在这个行业里不断努力和创新。我可以自信地说，我们的团队，Ryan Rorman和他的兄弟们，同样怀有这种激情。所以，如果你觉得自己不在正确的位置，请寻找一个好位置，我们团队一直在寻找优秀人才。我认为你对这个行业的贡献证明了还有许多经销商希望成长、变革并产生影响力。再次感谢你接受采访并花时间与我们交流。Jeremy Nalling，非常感谢你的参与。这次采访真的很棒，你真是一位知识渊博的人，真是一次愉快的经历。我们都非常喜欢这次对话。谢谢你的参与。谢谢你，Josh。我很感激。这集节目由我的汽车经销商伙伴行业招聘平台CDG Jobs赞助。CDG Jobs正在革新人才与顶级汽车公司之间的连接方式。

Here's a shocker. We're not using any fancy technology or AI. We literally built a simple HTML job board. That's it. But it works really, really well. And the best part, it's completely free for CDG listeners to post and fill positions at their firm. So I'm sure you're wondering what sets us apart. Well, when companies hire through CDG jobs, they're choosing from a pool of the most informed candidates in the industry. Don't wait. Whether you're hiring or seeking a new opportunity, visit CDGjobs.com today or click the link in the show notes below. That's CDGjobs.com. All right. Hope you enjoyed that episode. Please give the podcast a rating. Consider subscribing to the show and check the show notes for links to what we talked about. Thanks for tuning in. I'll see you guys next time.

这是一个令人意外的消息。我们没有使用任何高级技术或人工智能。我们只是建立了一个简单的HTML招聘板。仅此而已。但它的效果非常非常好。而最棒的是，CDG听众可以完全免费在上面发布并招聘职位。所以你可能会想，是什么让我们与众不同？好吧，通过CDG招聘板招聘的公司，可以从业内最知情的候选人中进行选择。不要犹豫，无论你是要招聘还是寻找新机会，今天就访问CDGjobs.com，或者点击下面的节目备注中的链接。就是CDGjobs.com。好啦，希望你喜欢这一集。请给我们的播客评分，考虑订阅我们的节目，并查看节目备注中的链接，了解我们讨论的内容。感谢你的收听，下次再见。