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Autobytel Dealer Spotlight: Tim Morgan, Radley Acura
Autobytel Dealer Spotlight: Tim Morgan, Radley Acura

Tim Morgan, General Sales Manager, Radley Acura
May 2013 Autobytel Dealer of the Month

We'd like to congratulate Tim Morgan, General Sales Manager of Radley Acura in Falls Church, Virginia, for being named Autobytel's Dealer of the Month for May 2013!

The Autobytel Dealer Awards Program honors exceptional dealers from a competitive field of thousands of automotive retailers who employ the highest standards in customer service, Internet automotive retail sales and lead management processes.

Tim sat down with us recently to talk about Radley Acura, his thoughts about being named Autobytel Dealer of the Month, and his store's tailored approach to meeting the specific needs of today's online car buyers.

Tell us about yourself and your store? What's your official title, what brand do you sell and what are your primary markets?

I'm Tim Morgan, General Sales Manager of Radley Acura in Falls Church, Virginia. We sell new, pre-owned and CPO Acuras. Radley Acura has been in this market since 1986. We were one of the first Acura dealerships in the country and currently one of the largest volume Acura dealers in the world. We also hold the honor as an Acura Precision Team Dealer of Distinction, which is indicative of our commitment to providing superior customer service.

How long have you been an Autobytel dealer and what do you think are the primary benefits of being on the Autobytel program?

Radley Acura has been an Autobytel dealer for more than 10 years. Autobytel provides us with a high volume of quality leads, backed by valid customer information which is great, that have yielded an 18% closing rate since the beginning of the year.

What do you think makes you so successful at meeting the needs of today's Internet consumers? Please share a few of your best practices in terms of managing Internet leads?

At Radley Acura, we have a policy of responding to all Internet customer requests within a 10-minute time frame. In addition to offering a price quote, we give our customers specific vehicle information and availability as well as anything needed to make an informed car buying decision. We strive to make their purchasing experience easy and pleasurable. The foundation of our success is prompt response and tailoring our presentation to the specific needs of our customers.

What are your thoughts about being named an Autobytel Dealer of the Month?

We possess our own internal metrics which help us measure how we're doing with our overall sales and customer service objectives. Being named an Autobytel Dealer of the Month is especially rewarding because it shows us how we compare against other dealers. It's great to know our partnership with Autobytel is helping us to set the benchmark and achieve success. It's affirmation that we're doing things the right way.

What are some tips/advice you could give other retailers when it comes to effectively managing Internet customers?

Our focus at Radley Acura is prompt response times and accountability. We've learned customers tend to purchase from the dealership that responds first. They equate a fast response to a specific level of service provided by the dealership. Additionally, we strive to understand the needs and expectations of our customers and to provide them with the requested information. We also emphasize the benefits of working with Radley Acura and train our sales consultants to maintain contact with prospective Internet customers and follow up promptly.

What are your general thoughts about the auto industry right now? How are sales? Any interesting things happening at Radley Acura or with the brand that you'd like to share?

The auto industry is definitely picking up compared to where we were in 2008-2009. Acura has been in the process of refreshing its model lineup. Since the beginning of 2012, Acura has redesigned the RDX, making it one of the best-selling SUVs in its class. We also have a new entry-level luxury sedan in the ILX as well as a redesign of Acura's flagship vehicle, the 2014 RLX. The recent launch of the much-anticipated 2014 MDX will inject renewed energy into the dealership. The MDX has been the most popular SUV for several years and the redesign will make it even more so. These vehicles and the arrival of the TLX and NSX next year make it a great time to be in the car business.

Tell us a little bit about what you like to do in your personal time...any hobbies, interests, etc.?

I love hanging out with my boys. They're four and one and a half. My free time is limited being in the car business, so I make the most of it with them and with my beautiful wife, April.

Each month, Autobytel's sales and dealer operations teams evaluate prospective candidates from a competitive field of thousands of automotive retailers in the Autobytel network, with a monthly finalist selected based on key online automotive best practices, including conversion rates, lead management processes, customer service principles, customer and brand retention analytics and Internet department practices, among others.

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