Jonathan Dawson and David Booth are taking an unconventional approach to dealership operations as the new owners of Cherokee Mitsubishi in Georgia, focusing on customer experience, advocacy, and community engagement to rebuild a previously underperforming store.
On this episode of Training Camp, Dawson, a longtime automotive trainer and founder of Sellchology, joins Booth, managing partner and general manager of Cherokee Mitsubishi, to discuss their strategy for transforming the dealership.
From consultant to dealer principal
After more than two decades consulting for dealerships across the domestic and international markets, Dawson said stepping into ownership has fundamentally changed his perspective on dealership operations. While consulting advice can appear straightforward from the outside, he said the day-to-day realities of running a store add layers of complexity that are difficult to fully understand without sitting in the dealer principal’s seat.
Dawson partnered with Booth, a veteran operator with roughly 25 years in the automotive business. Booth began his career in Georgia with Ed Voyles Automotive Group and later managed large dealership operations before joining Dawson to acquire Cherokee Mitsubishi.
“I’m the gas, he’s the brakes. So it’s a perfect partnership.” – Jonathan Dawson
The two had worked together for more than a decade prior to purchasing the store, with Dawson serving as Booth’s trainer and consultant. Over time, their professional relationship evolved into a partnership.
“Cherokee Mitsubishi is the culmination of a lot of years of friendship and trust and understanding what he’s all about,” Booth said.
Rebuilding Cherokee Mitsubishi
When Dawson and Booth acquired the dealership, they inherited a store that had struggled financially for years. Cherokee Mitsubishi had been selling between 11 and 15 vehicles per month and losing roughly $100,000 monthly prior to the transition. Despite the store’s performance, the new owners chose not to immediately replace the entire staff. Instead, they committed to developing the existing team while reshaping the dealership’s culture and customer experience.
Rather than focusing solely on traditional dealership metrics, the partners built their strategy around creating customer advocates.
Dawson said most dealerships successfully convert shoppers into customers and, occasionally, into loyal clients. However, he believes that few consistently create advocates who actively promote the dealership to others. “Our mission is to create raving fan advocates,” Dawson expressed.
A culture-driven strategy
The dealership’s strategy centers on designing intentional experiences throughout the buying process, particularly during the opening and closing moments of a transaction. Dawson said those moments often shape how customers remember the entire purchase. Cherokee Mitsubishi stages celebratory handoffs designed to create memorable moments for customers as they take ownership of their vehicle. Deliveries often involve the dealership team gathering around the vehicle, ringing bells, celebrating the moment, and recognizing the customer.
Another signature element of the dealership’s approach is what Dawson calls the “never-ending delivery.” The concept involves placing small gifts, notes, or surprises throughout the vehicle for customers to discover days or even weeks after leaving the dealership.
At Cherokee Mitsubishi, the process is included with every sale. Customers may find handwritten notes, small gifts, or even small amounts of cash hidden throughout the vehicle, creating moments of surprise well after the initial delivery. Dawson said the strategy is designed to create multiple emotional touchpoints throughout the buying experience.
The partners have also adopted a different marketing approach. Rather than investing heavily in traditional advertising such as billboards, they have chosen to reinvest those resources directly into the customer experience. Booth said the strategy encourages organic word-of-mouth promotion and social media engagement from customers who share their experience.
“We’re not a traditional dealership in the sense of we’re not buying billboards and spending money on traditional marketing. We’re putting the money back into our customer base and into the experience [we’re] providing.” – David Booth
The dealership also operates on Christian values and offers customers the option to participate in a brief prayer before leaving with their vehicle. Booth said many customers respond positively, and the delivery experience is frequently mentioned in the dealership’s online reviews.
“We’re a kingdom-building mission,” Booth said. “It’s just about loving all people and being a resource for people in the community.”
Conversely, operating a smaller dealership has presented its own operational challenges. Booth previously managed large stores with hundreds of employees, while Cherokee Mitsubishi operates with a much smaller team. That shift requires tighter execution, he said, because smaller stores leave less room for error.
Six months into ownership, Dawson and Booth say they are continuing to refine their approach as they work to grow the dealership and develop their team. By focusing on memorable experiences, customer advocacy, and community engagement, the partners hope to build a dealership model that stands apart in today’s competitive retail automotive market.
