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senior creative director | catalyst
Hometown: Cleveland, OH
Back in 1987, freshly-minted University of Texas MBA Mark Krach began what has become a lifetime journey in the automotive industry.
After a successful stint as a zone manager for Ford, where one of Mark’s co-workers was none other than Mr. Dave Sweet, Mark was recruited by one of the Bay Area’s most progressive automotive retailers where he moved into sales and fleet management, including training new-hires.
In the early 90s, Mark received a phone call from his former FoMoCo co-worker, Dave Sweet, who convinced him to moonlight as a freelance instructional designer for his startup automotive training company, automätik. (Mark’s undergraduate training was in Journalism and Education.)
The fruits of their labor—and a passion for travel—soon led Mark to chart a new course, joining automätik full-time in its infancy, designing and facilitating paradigm-shifting training programs and consumer events since the mid-1990’s.
Off the clock, Mark’s thirst for travel and new experiences is slaked with an annual getaway for him and his wife, Lisa. They have traveled all over Europe, the Caribbean, and even to the Seychelles in the Indian Ocean.
Check out three key factors that have transformed the automotive industry during COVID-19 and how you can adopt these winning strategies for your company.
Shopping for the Right Salesperson – My retail days were long ago. But even back then (the ‘90’s), when we had arranged a “sold” deal over the phone, by email, or through a buying service, we’d prepare for the customer’s arrival and would undertake a maximum effort to make his/her time spent in the dealership as short as possible.
Shopping for the Right Salesperson – After six weeks of online research, multiple store visits, and test drives, my wife Lisa and I agreed we’d lease a new SUV. In a previous post on our vehicle shopping process, I mentioned that we found a helpful, knowledgeable salesperson at the first dealership we visited.