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Ryan Norris - Give the People What They Want

Ryan Norris on the Cover of Auto Dealer Today

Ryan Norris and the Next Generation of On-Camera Dealers

Ryan Norris, co-owner of Toyota of Easley, knows the best way to boost sales: Stop talking about your store and talk about what the customer wants to know.

Norris grew up at the Upstate South Carolina Toyota store, which his dad, Tommy Norris, founded over 40 years ago. Ryan became co-owner in 2008, and although he was proud of the store's heritage, he couldn't help but wonder if its marketing strategy had kept up with the times.

Ryan Norris and Toyota of Easley (S.C.) have all but abandoned traditional advertising to focus on building an online library of videos inspired by customers, starring the dealer, and driving sales and service - often with no mention of buying a car.

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