CENTERVILLE, Ohio -

Jenell Ross’s customer service strategy may be simple — provide quality service at a fair price within a reasonable timeframe — but the president of Bob Ross Auto Group and a member of Auto Remarketing’s 2013 Women In Remarketing class says this strategy never fails to create repeat business.

The dealership group is situated on more than nine acres of land in the Miami Valley Region in Ohio and encompasses three buildings, which Ross points out have undergone many changes over the years to evolve with the times, changing hands within the family.

A Legacy Passed Down

For 40 years, the Bob Ross Auto Group has been one of the leading automotive businesses in the city of Centerville, Ohio, and the Miami Valley Region.

Under Ross’ leadership, this year the dealer group celebrates 40 years as a  Buick dealership, 35 years as a Mercedes-Benz dealership, 32 years as a GMC dealership and two years as a Fiat dealership.

Ross took on the role of president of Bob Ross Automotive Group in 2010 after her mother, Norma Ross, passed away, becoming the only second-generation African-American female automobile dealer.

Ross also touts the distinction of operating the only Mercedes-Benz, Buick-GMC and Fiat dealerships owned by an African-American woman.

Just last year, Ross served as the second-ever female chair of the American International Auto Dealers Association.

Fostering Repeat Customers

Ross explained that it takes more than a legacy to create repeat customers — it takes fostering loyalty and staying in touch with customers to ensure they keep coming in.

Ross says repeat business is the most important used-vehicle sourcing avenue available to the dealership group.

When asked about the best outlet for quality used vehicles, Ross says, “Trades from customers are the best source” — especially trade-ins that have been maintained at the dealership group’s own service departments, she added.

“Trades are a very valuable part of our business. We have programs and procedures I place to stay connected to these customers, whether it is sales or service,” Ross explained.

And the company has strategies in place to ensure it doesn’t lose touch with loyal customers.

To maintain relationships with customers, Ross said the staff uses direct mail, email, and phone calls.

“An open line of communication is important in maintaining repeat business,” she added.

The service department also has programs in place internally and with the manufacturer to “constantly stay in touch with our customers to maintain customer loyalty and dealership loyalty,” Ross shared.

The strategy seems to be working, as the company’s repeat business for sales average over 40 percent for new vehicles and 25 percent in pre-owned on a monthly basis — statistics which Ross pointed out are well above the national average.

These trade-ins also serve as great inventory for the dealership group’s certified pre-owned departments.

Bob Ross Auto Group participates in manufacturer certified pre-owned programs, and the dealerships actively advertise their CPO offerings and the benefits of owning a CPO vehicle.

“Our staff is trained to convey these benefits to the customer, first the multi-step inspection, Carfax report, repairs and the repair orders, and any other document relative to the reconditioning of the vehicle,” said Ross. “We provide these documents for customers to review, and it is required so that we can extend the warranty of that vehicle.”

The company also employs a few other non-traditional avenues for sourcing pre-owned and CPO vehicles, which include online manufacturer auctions.

Ross also pointed out the dealer group sends out mailers to select registrations stating interest in a person’s vehicle. The stores also look at local classified ads from private sellers, as well.

Editor's Note: This article can also be found in the print and digital editions of the April 15 Auto Remarketing magazine, which honors our 2014 Women in Remarketing.