Creating Customers By Building Bridges
How Tampa Honda focuses on community to grow its reputation and take on big competition.
With 500 employees across four stores, Tampa Honda may not be the biggest kid on the Florida block. But with an emphasis on word-of-mouth marketing and a deep commitment to local charities, the Williams Automotive Group-owned dealer is making real connections in the community — and building a loyal following among potential customers.
“Any time somebody buys a car from us, they can feel a little bit glad in knowing that some of the profits go back into the community,” says Sales Director Dennis Masterman, noting the dealership’s commitment to charitable organizations like Habitat for Humanity and the Ronald McDonald House, to name a few.
Masterman spoke to Fair about Tampa Honda’s community service, sales strategy and what the future holds. The interview has been edited for length and clarity.
Fair: So, let’s talk shop. When people come into your dealership, what are they buying?
Dennis Masterman: It depends on who that person is, where they’re at in their lives, and what they want or can buy at the time. As far as new or used, for every 100 new cars we sell, we sell about 66 to 70 used cars.
Fair: What’s your strategy for moving inventory?
DM: As much as we can, as often as we can. One thing that’s special about our dealership is that on all of our new cars, and some of our used cars, we have a lifetime warranty that’s covered nationwide — and it’s unlimited miles, unlimited time. Plus, we give out two years of free maintenance.
Fair: What role do you see the internet playing in your sales now and as you move forward?
DM: I’ve been in the car business since 2012, so I’ve been doing business on the internet since I’ve been here, and it’s 100 percent the future. A lot of sales are from the internet, but also our reviews. The internet plays a huge role now and I think in the very short future, once we grow up in the current millennial generation, there won’t be anything but the internet.
Fair: How would you describe your dealership’s management philosophy?
DM: I just did an interview with a gentleman who’s going to start working here. And what I explained to him is that we’re the management team that doesn’t believe that if you fail, you’re out. We’re the type of management team that believes that every time you fail — which, in this business, you fail more than you succeed — it’s an opportunity to get better and to learn.
Fair: What do you find is the best way to keep your customers happy?
DM: From the moment we shake their hand, we want our customers to like us and trust us. And then, after they buy the car, you have to make them like you and trust you all over again until the next time they’re ready to buy a car. Our dealership has a 4.8 star rating on Google — and for a car dealership, that’s probably over 100 percent.
Fair: How much does your dealership rely on word of mouth?
DM: Every dealership relies on word of mouth. There are a lot of people in this business who don’t believe that. And I love the fact that they don’t believe that, because those are the stores that are selling only a hundred cars a month.
Fair: Could you describe a customer at your dealership who chooses a Fair car?
DM: Well, just last week we had a lady get a car through Fair. She sees the value that we’ve built in Fair, because she’s in the process of buying a house. Fair doesn’t [show up on] credit, so now she can have the car and not have to worry about that debt hitting her credit line.
Fair: How does a Fair transaction typically work?
DM: OK, so that’s what I do. Most of the time, everything’s all ready for them. The car is already pulled up. All they have to do is come in and give us a driver’s license and their insurance — unless they bought the insurance through Fair. We print out a temporary tag to put on the car, and they’re on their way.
Fair: How does dealing with customers through Fair compare with traditional sales transactions?
DM: Last night, a woman picked up her car that she got through Fair, a 2017 Civic. I went out, introduced myself to her, and told her we’d be right with her. I had one of my sales people get a copy of her driver’s license for her. I printed off her insurance information. She was out of here within probably 10 minutes.
Fair: I know philanthropy is really important to you. What are some of the ways your dealership gives back to the Tampa community?
DM: So, as recently as last week, we went down to the Ronald McDonald House over in Tampa, and we cooked dinner for the families that were staying there while their children were at the hospital. We do that once a month. We do blood drives at every single location. We’ve personally built houses for Habitat for Humanity. I think last month we donated $80,000 from this store to the Moffitt Cancer Center. Every year we donate between $65,000 to $80,000 to them. We go down to the soup kitchen and we feed the homeless. That’s an almost-every-two-week event that we do. And that’s just us giving back to the community that we live in.
