"We increased our sales volume by 43%."

-Nelson Auto Group

In 2017, Robert Nelson and his team at Nelson Auto Group were in search of a more efficient consumer-centric model. They were looking for a top-to-bottom strategy. A strategy that would improve both the customer and employee experience, while also growing the dealership. A trip to Denver, Colorado changed their business.

Starting Position

Selling 140 new and used cars every month (2019)

  • Successful OEM Gold Cup winning store
  • Traditional negotiating multiple-person sales process and F&I department
  • Values driven, not satisfied with their in-store customer experience

The Spark

In need of a customer centric experience

  • Brandon Murphy, Managing Partner, was in search of a more efficient and customer-centric buying experience
  • Looking to grow market share and bottom line
  • Brandon’s search led him to A2Z, where he was introduced to the One Person℠ Sales Model

The Goals

Create a best-in-class customer experience

  • To provide the best possible customer experience
  • Enhance the role of the salesperson
  • Retain as many people as possible
  • Create new operating efficiencies
  • Grow market share

The Approach

A commitment to making change

  • Expect a short-term dip in profits
  • Improved performance would lead to higher overall profits in the future
  • An established vision expressed the need for a full commitment by the dealership
  • Initial focus was put on the process change, not on financial results
  • Nelson dismantled their BDC and F&I departments with most existing staff reassigned to new roles

Keys to Success

Total dealership transformation at every level

  • Leadership – “An absolutely unyielding adherence to the process of change.”
  • Intense focus on training, F&I boot camps, role-playing, and launch of Nelson University
  • Created new team leader roles to train, coach, and mentor salespeople
  • Changed compensation plan to reward participation in the new sales process
  • Immediate sales results with comp guarantees during the transition
  • Close coordination with A2Z on technology integration and training

The Learnings

A transformation that requires full buy-in

  • It’s okay to lose sales and F&I staff who don’t support the change
  • Stay committed to the training process, this can’t be rushed
  • It’s important to set high expectations for hiring salespeople – it’s now a very proactive job

The Results

In 2020, sales volume increased from

140 to 200 units/mo.

Market share increased from

3.5% to 6%

Warranty penetration increased from

40% to 50%

Much higher and more consistent CSI

“Customers love our new process!”

Accessory sales

Increased by 4X

Vehicle Sales Volume

Insights from the leadership team.

“For the first time, we saw with our own eyes the ideal sales model that we had been looking for and dreaming about. The way Schomp was implementing the One Person℠ Sales Model very closely matched our core values of wanting to do the best thing for our customers and employees, and it also produced really strong financial results, which was very exciting for us to see.” — Brandon Murphy, Managing Partner at Nelson Automotive Group

A2Z is Built for Marketing
& Brand Leaders

Improve the CX of the dealership by delivering an experience that is faster and more transparent. Eliminate the conflict and friction by unifying the same technology that customers interact with online and in-store.
  • Leverage DigitalLane to provide customized journeys so your guests can experience a seamless transition from online to in-store
  • Take comfort knowing that the online strategy was built in-store first improving trust and partnership with sales leaders
  • Develop your brand with authentic promises of efficiency and transparency that is woven throughout every aspect of your messaging

A2Z is Built for Finance Managers

Present F&I Products consistently and within the context of every deal. Deliver information to guests faster by leveraging the A2Z integrations to avoid data re-entry and increasing the throughput of every F&I Manager.

  • Have a full view into the entire sales cycle in real time
  • Reduce the data re-entry and streamline desking, lending decisions and menu presentations
  • Stay compliant for every presentation every time

A2Z is Built for Sales Managers

Sales Managers have complete visibility of the sales process every step of the way. Build menus, measure effectiveness, and train to a consistent and cohesive process – In one process-oriented platform.


  • Centralization prepares for scale. Unify Sales Operations by using our simple and connected platform, creating a consistent training and development process for your entire dealer group.
  • In-Store: Predictability leads to increased profits. Standardize your Sales Process and deliver a consistent customer experience in every store.
  • Desking: Efficiency drives customer experience. Exponentially enhance your Sales Manager’s ability to build menus, while presenting customers with real-time finance options across multiple deals.

A2Z is Built For Operators

Operations leaders utilize the A2Z platform to systemize their sales process delivering a consistent guest experience. A2Z decreases transaction times and reduces costs by consolidating multiple tools into one. 

Reduce Costs

  • A2Z reduces your tech-stack expense by providing an all-in-one system.
  • On average, our partners eliminate the need for three vendors and save up to $1500 per month.

Increase Productivity

  • With A2Z, you can reduce the time it takes to sell a car by 1-2 hours per transaction.
  • By reducing the time it takes to transact, you have happier customers and effectively give that time back to your sales staff to get more done.

Monitor Progress

  • A2Z provides real-time data that measures every step in the sales process.
  • You can monitor events as they’re happening in your store.
  • You can coach employees on leveling up based on facts, not feelings, from meet and greet through digital signatures