So we asked their marketing director how.

Robert Norcross has been building Garber's reputation program from the inside for over a decade, and his answer starts somewhere unexpected: the group that would win the industry benchmark is the one that refuses to use it.

In this conversation, he walks through the app his team built in-house to make review requests automatic, the weekly store-versus-store ranking that actually changes what happens on the floor, why he treats the industry average as a ceiling instead of a target, and where he thinks the biggest untapped opportunity in dealer reputation is sitting.

Three things you'll take away:

1. The system Garber built to make review requests automatic at the point of delivery
2. Why Robert throws out the industry average, and what he tracks instead
3. The opportunity he thinks the whole industry is sitting on: the service drive

Robert Norcross is Marketing Director at Garber Automotive Group, a third-generation family group founded in 1907 that runs 25 new-car dealerships across six states, plus roughly 50 RightWay Auto Sales locations.

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