The challenge
James manages a high-volume store with 22 salespeople across three shifts. Keeping visibility across that many deals and people meant he was always reacting to problems after the fact. His Reynolds reports showed trends but never root causes — he knew gross was inconsistent but couldn't pinpoint where or why.
"Reynolds reports are good for what they do, but they're always looking backwards. DealerInt is the first tool I've used that tells me what's happening right now. I caught a $14,000 override pattern in the first two weeks."
— James Whitfield, General Manager, Heritage Ford
What changed
DealerInt's real-time alerts meant James was notified within minutes of any below-baseline approval. In the first two weeks he caught a pattern of a specific vehicle trim — a slow-moving F-150 configuration — being systematically discounted to move inventory. By addressing the pricing strategy on that trim rather than approving individual overrides, he recovered $23,800 in month one alone.
Results timeline
Week 2: Pricing strategy pattern identified. Month 1: $23,800 recovered. Month 4: Salesperson coaching queue reduced manager time by 3 hours/week.
Store profile
Dealership
Heritage Ford
Location
Nashville, TN
DMS system
Reynolds & Reynolds
Team size
22 salespeople, 4 F&I managers
Monthly volume
143 units/month
GM
James Whitfield