General Manager Michael Rezi Interviewed in Digital Dealer

Dec 16, 2015

GM Michael Rezi

Our very own general manager at Nissan of Cookeville, Michael Rezi, was recently the subject of an interview on Digital Dealer. The trade publication focused on his innovative hiring/training techniques and high-tech marketing strategy. It’s no wonder, because in a mere 12 months, Rezi more than doubled our monthly average sales by focusing on strong customer service.

In the interview, Rezi’s story of how he became involve in car sales was explained by him. He told of how he was attracted by the fact that the industry allows people to move up the ranks based on their performance, not just seniority or the management’s favorites.

Rezi started in the business as the recession hit and people stopped buying as many vehicles, which forced him to dig deep and find new ways to engage with customers. He began experimenting with different ways of reaching out using the Internet, which resulted in him becoming the internet manager. As he continued to have success, he was able to prove himself with a dealership of his own.

This story helps illustrate what Rezi thinks is happening with the automotive industry. Buyers are more tech savvy than ever, and they want to deal with people who can speak to them on that level.

Another important point that the interview touched on is Rezi’s distaste for so many dealerships treating their sales staff as throw-away employees. He realized that such a philosophy meant that salesmen didn’t pour their all into the job. To help shift the culture of his new dealership, he started recruiting people with no car sales experience, allowing him to set a new tone. That approach has helped with creating a more customer service-centric environment, something that car shoppers notice and appreciate.

Digital Dealer also zeroed in on the no-haggle approach of our dealership, which is something many people find novel and relaxing. Pricing is fair and upfront, meaning the only real negotiation is the value of a trade-in and the interest rate on a load the dealership is procuring. That kind of philosophy means car shoppers can actually purchase a vehicle on the Internet or over the phone in half an hour.

Rezi explained how he reinvented the process of training car sales professionals. It starts with extensive training in the first month, before new employees even interact with customers. They also drive the different Nissan models so they get a feeling for them. Then they learn as a sales assistant before getting involved in the entire sales process.

The philosophy of putting the customer first in all situations was also touched upon by Digital Dealer and Rezi. He explained that such an approach helps with moving more vehicles, while manufacturers and their aggressive pricing/rates promotions take care of the rest. Repeat and referral business also increase, creating a cycle.

Throughout the interview, Rezi talked about the importance of empowering his employees, of making them believe that they’re involved in a noble cause. After all, purchasing a car is a huge decision and people in the business should realize that. Instead of looking at customers as a quick sale, they view them as a client they need to make happy. This kind of an approach makes the employees at Nissan of Cookeville different, because they believe strongly in what they do.

Also, Rezi will be enjoying even more exposure as he is one of the featured speakers at the Digital Dealer 20 Conference & Expo in January in Orlando, Florida.