Business View Magazine
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Several things differentiate the Dolan Automotive
Group from its competitors: “Our salespeople are
called ‘vehicle specialists,’” says Dolan. “We don’t call
them ‘salespeople’ anymore. And they’re all paid sal-
ary, so there is no commission. If customers want to
drive five or ten cars, we’re not rushing to get to the
next commission. Most people say that going to a car
dealership to buy a car is excruciating. We want them
to enjoy the experience. That’s our business model.”
Ryon Walters is Dolan’s Chief Operating Officer. He
elaborates on the dealership’s switch to a non-com-
missioned staff: “We get a lot of feedback on how
much people like that we pay salaries. The wall comes
down almost immediately because we let them know
that we’re here just to show them the product; that
there’s no pressure here, we’re not on commission;
we’re just here to serve their needs.”
In former times, both Dolan and Walters admit that car
buying was more of a contest, with a lot of haggling,
and salesmen going back and forth between the cus-
tomer and a manager, who was always somewhere in
a back room. “When I started in the business it was
more of a game, saying ‘yes’ or ‘no,’” relates Walters.
“Now all of our managers are right on the showroom
floor. Everybody’s always free to go talk to them. But
there’s more to a deal than just price – there’s credit,
what a trade value is worth, there’s a lot that goes into
it – but there’s not a whole lot of haggling. We’re trying
to get rid of that.”
Dolan appreciates the difference between the new
Millennial Generation of car buyers and their Baby
Boomer parents. “It’s completely different how they
were taught to buy a car,” he says. Younger buyers are
simply more sophisticated and knowledgeable, these
AT A GLANCE
WHO:
Dolan Auto Group
WHAT:
New and used car dealerships offering
sales and service
WHERE:
Reno and Carson City, NV
WEBSITE
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