Estimated read time: 4 minutes and 34 seconds
What makes a parts advisor great in today’s dealership environment? It’s not all about knowing part numbers and managing the counter anymore.
In the Fixed Ops Roundtable session “Key Traits of a Top-Selling Parts Advisor,” industry leaders from River City Ford, the Nilo Company, and RevolutionParts came together to break down exactly what sets today’s top parts performers apart. Their answers reveal not only how to elevate your team—but why the most powerful, consistent sales driver in your department might not even be on payroll.
Traits that set top parts sellers apart
We gathered some of the top parts managers in the automotive industry for this Fixed Ops Roundtable Panel and one thing was clear: attitude and adaptability beat tenure. While the parts department has traditionally attracted long-tenured employees—some with 40+ years in the same dealership—those who thrive today are the ones who embrace change.
Lupe Garcia, with over two decades in the business, said it best: “You have to be technology-savvy nowadays. The shops are getting younger. Ownership is getting younger. If you’re not evolving, you’re falling behind.”
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What are the common threads among the best parts advisors today? According to panelists, they:
- Communicate proactively—especially when there’s no update. “No news is bad news,” said John Centers of the Nilo Company. Even a call to say, “We’re still waiting,” builds trust.
- Relate to customers in plain language. “Don’t say the part’s in Detroit,” said Kelly Marsden from River City Ford. “Tell them when it’ll arrive. Speak their language.”
- Stay curious. The best advisors don’t just memorize SKUs—they want to know how things work, how to get better, and how to serve customers faster.
- Embrace digital tools. From using HTML and SEO strategies to creating canned messages and using AI to improve emails, today’s advisors are part tech specialist, part marketer.
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But the most important trait? Ownership. As Marsden put it: “When you give someone ownership of a part of the business—whether that’s the front counter or online orders—they take pride in it. They care. And that drives performance.”
So what’s the common denominator of high performance? consistency.
It’s not just people that can deliver consistency—it’s powerful selling platforms. That’s where parts eCommerce comes in.
Every panelist who spoke about eCommerce described it as a game-changer—not because it replaced people, but because it gave their best employees a smarter way to sell more, generate more revenue for the dealership, and put more money in their own pockets.
Marsden, whose dealership now generates between $75,000 to $100,000 per month in online parts sales, started with a simple calculation: “We divided total sales by 24 hours a day and calculated revenue per hour. The online store doesn’t stop selling—not on weekends, not at midnight. Orders come in while we’re sleeping.”
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The store works because it’s built to scale. Once River City Ford crossed key monthly sales milestones, Marsden staffed up with dedicated eCommerce roles. “Every level up was the signal to hire. If you let just anyone handle those online orders, you’re going to drop the ball. But with someone who owns it—it becomes unstoppable.”
The webstore = the ultimate advisor
And here’s the idea that tied everything together: the best parts advisor doesn’t call in sick. It doesn’t forget to follow up. It doesn’t need a raise.
“A webstore is like hiring a top-selling parts advisor who works 24/7, reaches a national audience, and doesn’t take lunch breaks,” said Ted Ings, moderator of the panel.
Jensay Numa, a dealership consulting expert with 14 years building some of the highest-earning parts eCommerce stores in the business, backed that up with experience from hundreds of dealers: “A webstore doesn’t just handle existing volume—it brings in new business your dealership never would have seen. Most employees in a parts department aren’t bringing in fresh customers. A website does.”
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Still not sure? Consider the numbers:
- River City Ford: $75K–$100K/month in eCommerce parts sales.
- Online store = revenue while you sleep, without increasing payroll.
- Orders can be processed by any trained employee—RevolutionParts makes fulfillment simple.
- Dealers see new customers, from beyond their local market, without investing in traditional advertising.
Why everyone in the dealership should care
This isn’t just a Parts Manager problem. The shift to eCommerce impacts every level of your FixedOps—and done right, it unlocks new revenue, saves time, and makes your team look like heroes across the board.
For Parts Managers: Less chaos, more control
Parts Managers are under pressure to manage inventory, respond to customers, deal with shortages, and grow sales—all with a small team. Adding eCommerce to the mix might sound overwhelming… until you realize it actually simplifies your job.
- Fewer phone calls, more orders: Instead of chasing voicemails, you’re processing clean, prepaid orders.
- More efficient workflows: With automation tools, canned messages, and real-time order routing, you spend less time reacting and more time running the show.
- Sales you don’t have to chase: A webstore brings in incremental revenue without extra effort—orders arrive while you’re managing the rest of your day.
As Jensay put it, “Most parts employees aren’t bringing in new business. A webstore does.”
For FixedOps Directors: Boost revenue without adding headcount
FixedOps Directors are measured on the profitability and performance of every department under their umbrella. Online parts sales offer a high-gross, low-overhead opportunity to unlock new revenue without the usual operational headaches.
- Scale without strain: eCommerce allows one advisor to manage national sales volume.
- Better customer experience: Shoppers can browse and buy instantly, reducing frustrated calls and missed opportunities. If great service matters in the service lane, it should matter just as much in the parts department.
- Tactical hiring: As Kelly Marsden noted, he only added staff at key revenue milestones ($75K/month and beyond), ensuring every hire was ROI-positive.
Lupe Garcia summed it up perfectly: “You don’t have to hire another person right away. Start with what you have, cross-train your team, and grow from there.”
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For General Managers: Net new revenue + long-term competitive advantage
Your biggest concerns? Profitability, staffing efficiency, and dealership growth. RevolutionParts delivers on all three.
- New revenue stream: Dealers like River City Ford are seeing over $200K per month from eCommerce alone.
- 24/7 operations without overtime: Your parts department becomes a national business, selling day and night.
- Customer expectations are changing: If your store isn’t online, your competitors already have your customers.
As Amanda Poe noted, “Those early-morning voicemails and emails? They’re gone. Customers are buying online instead. If you’re not there, someone else is.”
Evolve or fall behind
If your parts department still treats the parts department and eCommerce as an afterthought, you’re ignoring the way your customers want to buy, not to mention the true potential of your parts people.
The panel made it clear: the top-selling parts advisors of the future are already here. They’re blending deep parts knowledge with customer service, communication, and digital tools.
And if you’re serious about scaling? Your next top-performing advisor might not be a person—it might be your webstore.
Watch the full webinar:
Key Traits of a Top-Selling Parts Advisor
Ready to see what a webstore can do for your dealership?
RevolutionParts can show you how to sell nationwide, 24/7, with a webstore that drives new revenue without new headcount.
