Marsh Automotive in Traverse City, Michigan is a mulit-franchise dealer selling Chrysler, Plymouth, Dodge, Jeep, Buick, Pontiac, GMC, and Saturn vehicles. Founded by Bill Marsh in 1982 with nine employees, the business
now has 181 employees and a one-price policy that has revolutionized the operation.
To better serve their customers and to develop repeat business, Marsh Motors became one of about 5% of dealers nationwide to sell cars at a single price for each model, eliminating the traditional negotiations involved in car shopping. In doing so, the company experienced a complete change from a sales culture to a service culture. Sales people who were paid on commission now receive salaries.
Marsh Motors, like many car dealers nationwide, already had a high rate of turnover in their sales force—as much as 200-300% a year. They had begun to use the Predictive Index (PI®
) to address the selection
and retention of their sales staff. “With the change to one-price selling, we realized that we need a different type of individual for sales. Instead of high powered, persuasive types motivated by the sale and by money, we need individuals who can listen and who are interested in customer satisfaction,” said Kevin Foster, General Manager.