Page 34 - GIADA-April2017

5 Lessons

in Life from an

Auto Dealership

Owner

BY JAY GROSSMAN,
HOMETOWNLIFE.COM

For Connie Holzer, it’s a Mustang in the Sometimes you have to hit the gas come, and show them the product,” she
summer and a Taurus in the winter. pedal said. “You’re not paying for it, so let the
In 2006, Holzer had some difficult customers have their way. I treat the peo-
After losing her husband of 52 years, the 1decisions to make. Her husband ple who buy from us as extremely import-
owner of Tom Holzer Ford in Farmington Tom had just passed away, and the Great ant. Without them, we’d have nothing.”
Hills found herself faced with the daunt- Recession was looming on the horizon. Car
ing challenge of running a full-service sales were already starting to dip. She was These days, Holzer said female shoppers
dealership in the midst of a recession. She 70 years old and standing at crossroads. make up at least half the customers at the
needed to be Ford Tough. dealership.
“When Tom died, I was really debating
“I had worked there with my husband af- whether or not to sell the dealership,” Hol- “Anyone who doesn’t recognize it is hurt-
ter our kids were grown, so I knew my way zer said. “I went over it with my son, who ing themselves,” she said about the chang-
around,” said Holzer. “And I love people. said ‘If you’re going to sell, you go down- ing demographics. “The fact is, there are
I went to the doctor the other day, and he stairs and tell our employees.’ Instead, I more women in the workplace today. They
put me on some medication because I have mortgaged our house and told the workers make their own money, and they buy their
an enlarged heart. Everyone I told that to there would be no raises. I told them if we own automobiles. They’re very driven.”
said they know I have a large heart!” made it, we’d do it together … and if not,
we’ll go broke together.” Prepare to change lanes
The road of life is filled with bumps and Holzer had six children by the time
hidden curves. Now and then, you’re go- Listen to your customers she was 24. She remembers the day
ing too fast. Other times, too slow. Holzer, “The building is beautiful, the em-3her husband first brought up his
the featured speaker at the March 29 JVS ployees are friendly,” Holzer said plans to sell cars for a living.
Trade Secrets Dinner at the Troy Marriott, 2about running the dealership. “It’s
offers a few helpful hints on how to keep a just my thing to say hi to people and talk “I thought we were going to starve to death,”
steady hand on the wheel. to them.” she said, looking back. “We were both from
very humble beginnings, and I was petri-
“Connie’s story parallels the stories of She tells her sales people to listen to their fied. But I told Tom that I trusted him.”
participants in the JVS Women to Work customers. Find out about their lifestyle,
Program who come to JVS for job search whether they have children or pets. Where They moved from Toledo to Michigan
assistance when they’re at a difficult place do they vacation? How do they like to after Ford Motor Company offered them
in their lives,” said event co-chair Linda spend the weekend? a franchise on Grand River. Holzer de-
Schlesinger-Wagner, owner of skinnytees scribed their first location “as a little old
in Birmingham. “By sharing our stories, “All I really think that matters is that you gas station … when it rained outdoors, it
we grow as women.” make your customers feel warm and wel- rained indoors.”

32 | GIADA Independent Auto Dealer APRIL 2017