Brittney Blowe, 32
Director of communications and training, Spitzer Automotive
As times and technology change, even the best practices can be improved.
Brittney Blowe joined Spitzer Automotive, south of Cleveland, in 2015, and after three years in the marketing department, she turned her attention to the company’s core selling process. “The Spitzer 10 Step” was developed by second-generation owners John and Del Spitzer in the 1950s and has remained essential to the company’s success, Blowe said.
“What we found was there were certain steps our stores would skip or rush through and then get hung up later in the process,” she said.
So she and Tony Black, Spitzer’s director of operations, revised the way the process was taught.
“We broke it down and provided specific verbiage that would help give the sales staff the how and why we do each step for the consumer,” Blowe said.
More closely following the process identifies the shopper’s wants and needs quickly, which improves rapport, she said, and “puts you on the right vehicle with the right price range — and makes closing significantly easier.”
A pilot program to train staff at the Mansfield, Ohio, stores doubled phone-to-showroom appointment conversions year over year.
Following that success, Blowe this spring was promoted to director of communications and training across Spitzer Automotive.
It’s an important step for her personal growth, after she joined the company with no automotive experience and spent her first three years focusing on direct marketing. She helped implement a strategy across the dealership group for ZIP code targeting with search engine management, connected TV, direct mail, YouTube ads, Pandora campaigns and social media ads.
With better focus on target opportunities, most stores saw a 12 percent increase in local online traffic, a 10 percent increase in leads and a 22 percent increase in sales. The strategy also helped Spitzer Automotive decrease bot traffic to websites and hold vendors accountable to their ROI reports.
— Danielle Szatkowski