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Jeff Kershner
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DealerRefresh Blog :: For the Automotive Internet Sales and Marketing Manager

Refresh Friday with Joe Chura, CEO and Founder of Dealer Inspire

Refresh Friday 2/16/18 – DealerRefresh on the lot and in the forums and LIVE on Facebook. In this episode – just days after the announcement of acquiring Dealer Inspire, we sit down for an exclusive interview with CEO and co-founder of Dealer Inspire, Joe Chura. We get to know a bit more Joe… how […]

The post Refresh Friday with Joe Chura, CEO and Founder of Dealer Inspire appeared first on DealerRefresh.

Don’t be scared of Facebook’s new algorithm. Here’s how your dealership can handle it.

“Facebook was built to bring people closer together and build relationships.” Who would have thought that this pleasant idea could make businesses question so much of what they thought they knew about social media? Facebook wants people to connect more. The company, led by Mark Zuckerberg, is on a mission to increase authentic dialogue and […]

The post Don’t be scared of Facebook’s new algorithm. Here’s how your dealership can handle it. appeared first on DealerRefresh.

Welcome back Alex!

Alex is back! I bet most of you don’t know that Alex and I became friends off a DealerRefresh article I wrote, in 2006, an article he didn’t agree with. In his usual style, he left a snarky comment. So I picked up the phone and called him outright. Not only was he shocked, but we immediately […]

The post Welcome back Alex! appeared first on DealerRefresh.

Refresh Friday with Mike Phillips of McCloskey Motors and Bob George of

Refresh Friday 2/9/18 In this episode of Refresh Friday Alex and Jeff welcome Mike Phillips of McCloskey Motors and Bob George of to discuss the latest topics in the DealerRefresh Dealer Forums. Be sure to join us just about every Friday on our Facebook Live channel!

The post Refresh Friday with Mike Phillips of McCloskey Motors and Bob George of appeared first on DealerRefresh.

Nine Dirty Little Secrets of Automotive SEO and SEM

Nine Dirty Little Secrets of Automotive SEO & SEM: The Pitfalls of the ‘Set it and Forget it’ Approach to Dealer Search There are more than a few Dirty Little Secrets when it comes to dealers and their use of search engines to drive quality traffic to their websites. Secrets, of course, kept from the […]

The post Nine Dirty Little Secrets of Automotive SEO and SEM appeared first on DealerRefresh.

If It Does Not Fit, Don’t Wear It.

“Clothes make the man. Naked people have little or no influence on society.” –Mark Twain As you have already noticed, nearly everyone in the medical field has made the move to wearing scrubs, paper pushers and surgeons alike. My wife occasionally wears them for her profession and loves the pajama-like feel. The other day, I […]

The post If It Does Not Fit, Don’t Wear It. appeared first on DealerRefresh.

How Your Dealership Can Compete with Amazon and Carvana

E-commerce has increasingly become a platform for big-ticket purchases like TVs, mattresses and cars. Car buyers can not only complete online before stepping into a dealership, but in some cases, they can buy cars directly from web-based vendors, cutting out the traditional dealership entirely. Sites like Carvana allow customers to buy a car online and […]

The post How Your Dealership Can Compete with Amazon and Carvana appeared first on DealerRefresh.

AI’s Role in the Future of Automotive Retail

The Economist recently pointed to AI’s growing importance, stating that “the world’s most valuable resource is no longer oil, but data.” And with the vast majority of data—over 90 percent—being generated over the past two years, it’s no surprise that businesses across industries are looking for innovative ways to capitalize on this new form of […]

The post AI’s Role in the Future of Automotive Retail appeared first on DealerRefresh.

Introducing DealerRefresh Mini-Webinars and Live Web Chats

A colleague once told me, “I’d rather spend 60 minutes learning from someone who already figured out what I need to know, than spend days, weeks, or months trying to figure it out on my own.” This is precisely why webinars have and continue to be so popular. Problem is that in today’s business culture, […]

The post Introducing DealerRefresh Mini-Webinars and Live Web Chats appeared first on DealerRefresh.

[INFOGRAPHIC] How Personal Connections Inspire Trust in the Car Buying Journey

When we talk about ‘connected consumers’ it’s usually in the context of a customer’s online presence; how they expect – and in some cases demand – transparency and information, especially when it comes to big ticket items. But giving customers information and the tools they want to comparison shop is one part of the equation […]

The post [INFOGRAPHIC] How Personal Connections Inspire Trust in the Car Buying Journey appeared first on DealerRefresh.

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Some people call me "JK" or by my last name "Kershner". I don't care what you call me as long as it's nice! I started my automotive career in 1994 as a porter/detailer for a Honda dealership in MD. After a few months I was offered and accepted the position of Service adviser while also working the Parts counter.

Four years after learning the fixed operations side, I decided it was time to get into sales. In 1999, I moved onto a small dealer group, Sharrett Inc., selling Volkswagens and Mazda's. During that time my passion for online marketing and car sales had fused together and by the end of 2001 I had revamped the dealers internet marketing philosophy by starting, my own Volkswagen Sales website.

After several years working for Sharrett Inc. and gaining additional knowledge with car sales, online marketing, BDC and CRM, it was time to move on. In January of 2005, I transitioned to Mercedes-Benz of Hagerstown as their Internet Sales / Sales and Marketing Manager. I was quickly successful at raising their market share and planting a strong hold with their online presence. It was during this time, was born – the first blog dedicated to internet sales manager and the trials and tribulations we face.

Since then, has grown into an automotive mainstay for not only internet sales professionals, but anyone in the dealership wanting to leverage Internet for profit while DealerRefresh Dealer Technology Forums, the site continues to help car dealer with Online Marketing and Best Practices.

After nearly three years with Mercedes of Hagerstown and, MileOne Automotive, the largest private dealer group in the Mid-Atlantic, recruited me as their Manager of eCommerce. I have now been with MileOne for over a year now and have helped the group to revamp their web presence to have an enhanced dominant focus on Internet sales best practices, reputation management, natural search optimization and online video branding/marketing.

Since MileOne, I have moved onto a dealer group closer to home that has been struggling with their online marketing. Looking forward to the challenge and the setting new goals for yet another group of dealers.

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1 Question Dealership Online Reputation Survey

Posted on December 6, 2010 at 6:30pm 0 Comments

1 Question Online Reputation Survey

We need a huge turnout for this survey. I'll be using the results for an up and coming post and for a small private conference I'll be speaking at in the next few weeks.

Thanks in advance for your participation.

Does your DEALER OWNER or PRINCIPLE take an active roll with their dealers online reputation?…


Jeff Kershner is an impostor, a liar and his website is CRAP!

Posted on November 10, 2008 at 10:00pm 14 Comments

Is it true? Is Jeff Kershner floating around industry roundtables and conventions posing as Ralph Paglia?

Apparently it is. There were rumors in the past about this foul play but until now there had been no real evidence. This is a serious offense and what many would call a hideous act of identity theft.

Unlike the show-off or poseur who fails to deceive people, Jeff Kershner succeeds at least for a while in charming his audience into believing he…


What Car Dealers Can Learn from Obama's Campaign.

Posted on November 6, 2008 at 6:00am 3 Comments

Consider who Obama was going up against; a Veteran, a Maverick, the old trusty Ford that has been turning it's wheels for a long time.

To me it resembles the dealer down the road that has been around for over 30 years, sorta doing the same thing over and over. They're not a bad dealer, maybe family owned, their reputation is average to above but their customer… Continue

Five Rock-Star Ways to Brand Your Dealer's Internet Sales Department

Posted on October 29, 2008 at 7:00pm 8 Comments

Do you brand your Internet sales department so that every customer feels compelled to ask for you when they arrive at your dealer?

There's nothing more frustrating then looking across the showroom floor only to see YOUR customer sitting at another sales persons desk signing the paperwork for their new vehicle. This is the same customer you had been corresponding via email and phone over the last several days. Why are they buying from that guy? Why didn’t they ask for you? This… Continue

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Comment Wall (24 comments)

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Join Automotive Digital Marketing

At 8:04am on March 28, 2009, Ryan Gerardi said…
Hey Kersh - Wanted to let you know about a free webinar we are doing next week that gets in to the practice of permission-based list-building. You are welcome to attend and/or let your peeps on DR know about it. Will be referencing the Cobalt-Yahoo! study from 2007 about new car buyers and the buying funnel. Should be a fun time. Keep on keeping on. RG.
At 1:31pm on March 24, 2009,
Hey Jeff-

Not sure if you recommend DMS solutions to dealers, but we've got a powerful and very affordable solution that works for independents as well as franchised dealers. Visit for more info, or call our general manager at 866-447-0462 extension 214.

At 11:17am on January 26, 2009,
Hey Jeff - Just want to drop a quick note to you...not sure if your site would be interested in our new program...I'm spreading the word around about a new dealer website plug-in we just released. We display manufacturer incentive & rebate info on dealer sites...and it is also an awesome lead converter! We are to spreading the word by letting dealers try it on there site for a month for free to see results. You can view a demo video on our site at -
Give me a call if you have any questions or ideas...


-Nick 703-753-0808
At 9:05am on November 30, 2008, Ralph Paglia said…

It is ironic you sent me that message, because I was thinking of YOU when I renamed the My Page tab "#1 Rock Star"... Why? Well, because you ARE A ROCK STAR!
At 1:32pm on November 24, 2008, Gary May said…
Jeff. Sorry for the obvious oversight. is still the place to go. I'll rectify this horrible anomaly as soon as possible. Jeff...Ralph...whoever you are, please forgive me!
At 9:54am on November 9, 2008, Jay Handler said…
Hey Jeff,

Good to connect with you on Twitter & LinkedIn. I've subscribed to your RSS feeds and look forward to reading more. Great content! Keep it coming.
At 10:08am on September 10, 2008, Evan Olson said…
Hey Jeff,

I just saw a forum you were participating on, and I thought I would reach out to you.

What if I told you that you could simply take a picture of a vehicle for sale with your cell phone, and instantly get information back on that vehicle? Or, if you could take a picture of ANY car you see, send with your zip code, and get information on similar vehicles in the area for sale?

These are a few solutions we have. We are a mobile development company with eyes on the now and future. I would love to discuss further with you if possible. Thanks!

Evan Olson
Office - 312.752.4348 ext 3
At 9:00am on April 12, 2008, Jeff Kershner said…
Jay, sorry for the late response. Great hearing from you and thanks for asking about the family. They are all doing fantastic! My daughter is now 4 months and total high maintenance. Awesome and tiresome. Ha!! Keep in touch.
At 8:59pm on April 2, 2008, Jay Campbell said…
What's up brother! Thanks for the request. How the kids doing?
Alexandra is now 2.5 months old and recognizing both of us. AWESOME is the only way to describe it. I hope you and the family are well.
At 8:26pm on March 8, 2008, Ralph Paglia said…
Hi Jeff,

Congratulations on taking your most recent leap of faith in yourself! From what I saw this past Thursday you are in a situation where you have unique opportunities to develop industry leading digital marketing strategies and tactics. From what I have seen over the past few years, the team you recently joined has a leader who is one of the most creative and innovative marketing practitioners in the retail automotive business. You need to challenge him with ideas, creative strategies and marketing concepts that can be deployed, measured, adjusted and redeployed in an ongoing strategy. I don't mind saying that I hope to have the opportunity to work with you more directly in the future.

ADMPC is a Network for Car Dealers, Automotive Marketing, Advertising and Management Pros sharing Digital Strategies and Execution Tactics.

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