How car dealers can close out 2020 on a high note – Lisa Copeland

Today on CBT News, we welcomed Lisa Copeland to the show to discuss the landscape of the automotive industry. Copeland is the founder of Lisa Copeland Global Enterprises, CEO of Cars Her Way, and Host of Cars Her Way on iHeart Radio.

Copeland has been a pioneer for the industry as one of the most influential women in automotive. She has been awarded with many honors including Top 100 Women in the Automotive Industry, named to the Board of Directors of Women in Automotive, “The Walter P. Chrysler” Award for sales and service excellence (FCA’s highest honor), and she was named “Outstanding Business Leader of 2014” by Northwood University.

Copeland begins the conversation by talking about what dealers need to be focused on to end the year. She said if she was still running a dealership, she would be telling her team to finish the year as strong as possible. Copeland acknowledges that many dealers have experienced record-breaking years despite the ongoing pandemic, but she would also encourage dealers to push hard now because the future remains uncertain.

With inventory and spirits low, Copeland said she would be working diligently with her leadership team to find ways to encourage and motivate employees in all sectors of the dealership to work through any difficulties they may be facing, both personally and professionally.

“I think the game is going to be won or lost depending on if dealers can get their hands on inventory or not,” said Copeland. “At the end of the day, you have to take care of the men and women on the front line every day. If it was me, I would put very aggressive plans in place, very aggressive pay plans to share the wealth. Share the stimulus, which wasn’t always done in 2020.”

With all the buzz surrounding digital retailing, Copeland believes consumers have found a better way to buy a car. She believes retailing is changing and the best retailers will get smart about their digital presence and practices. Copeland says digital retailing is especially appealing for women who feel a sense of safety and control over the car buying process. 

Copeland concludes by discussing how to bring more women to the automotive industry. She says that women must be recruited to the industry in ways that are appealing to their lifestyle and schedule. 

“You can’t hire someone who never applies to the job,” says Copeland. “It’s always come back to, how can we make this industry look like something we would want our daughters to work for.” 

Did you enjoy this interview with Lisa Copeland? Please share your thoughts, comments, or questions regarding this topic with host Jim Fitzpatrick at jfitzpatrick@cbtnews.com.