Len Stoler Finds Solutions at Every Level
The Len Stoler Automotive Group has found that MAXDigital’s products offer something for everyone on its staff.
The family-owned dealership group is based in Owings Mills, Md., and owns nine stores total in Maryland and on Long Island, N.Y. Storefronts include Chevrolet, Dodge- Chrysler-Jeep, Ford and Hyundai, as well as luxury brands Lexus, Porsche and BMW. The group has been in business since 1968 and employs more than 400 people.
President and second-generation dealer executive Barry Stoler says 80-85 percent of the group’s customers come to its dealerships through digital channels. He says the company manages anywhere from 1,500 to 2,000 used cars at any given time. Each of the Len Stoler dealerships has access to the corporate inventory, but they weren’t happy with their previous inventory tool because it lacked market pricing for used cars, and had a very limited description tool—and the individual dealerships did not always use the same vendors for managing digital information.
Whether a salesperson is new or a veteran—whether selling a new car or a pre-owned vehicle—Digital Showroom “gives you all the information you need on a car, at your fingertips,” he says. “It’s great with used car inventory. You can’t expect your salespeople to know everything about every car you have on the lot.” Digital Showroom provides a vehicle’s detailed information, ratings, history and comparative pricing all on one screen. Having option and package information on hand helps explain pricing to potential buyers comparing what seem to be similar models in the market.
Taking a FirstLook
Len Stoler’s BMW of Oyster Bay was the first store in the group to try out MAXDigital’s products for inventory management. The Stoler team says MAX’s FirstLook product not only offers a strong inventory management system, but one that is especially easy to integrate with BMW’s corporate system. The MAX product uses enhanced decoding with BMW’s vehicle identification numbers, displaying the proper factory options and packages that help build great descriptions, plus identifying the original MSRP and retail book values.
Over the past year and a half, Len Stoler has rolled the MAX products to the entire group of stores. Previously, in some of those stores, the inventory management system being used was very basic; it didn’t do market research, didn’t compare prices and didn’t provide comps when taking a car to market, the staff says.
Entering the Digital Showroom
What the team has found since, is that the MAX products provide solutions at every level.
Executive Sales & Finance Director Eric Schoenfeld, E-commerce Director Craig Farmer, Dante Brooks, Corporate Used Car Director, as well as individual store managers, like working with MAXDigital because they have a tool for accurately appraising and pricing used-car inventory, and one that offers robust vehicle descriptions—helping market cars better than a traditional inventory management tool.
Len Stoler salespeople use the Digital Showroom because it displays original manufacturer equipment, options, Carfax history reports, MSRP, and warranty information, if applicable. These digital retailing tools make it easy for the salespeople to prove value and it gives them the ability to describe the cars on their lot, especially the off-brand models that they don’t know as well. In addition, a sales or BDC person can easily text or e-mail a detailed vehicle brochure directly to a customer’s cell phone.
And at the corporate level, owners Len and Barry Stoler can — with one login — look at group-level reports that detail where the company’s entire used-car inventory is, on one dashboard that is easy to use and benchmark its locations and the individuals that work for them.