Turning Parts Employees into Online Sales Leaders

Bommarito Ford started selling parts online in 2019. Now, less than six years later, they consistently bring in more than 400 orders and $80,000 every single month. These numbers highlight the growing power of parts eCommerce. At the heart of this success is Fixed Ops Director Scott Lindwall’s philosophy: “Your bottom line is your front line, and your people are your front line.” 

Bommarito Ford Rolling 30-Day Online Part Sales

Grow Your Own High-Impact Parts Employees 

Scott Lindwall’s journey to becoming Fixed Ops Director for the Bommarito Group began on the ground floor as a parts manager. Over the years, he worked his way up, gaining firsthand experience and a deep understanding of what it takes to build a successful team. 

Now overseeing operations at multiple dealerships—Ford, Nissan, Honda, VW, and Toyota—Lindwall has led the charge in embracing online sales, being the first in the group to adopt RevolutionParts seven years ago.

“I spend money with folks who I trust,” said Lindwall, and that trust starts within his own team. 

Hiring a new parts manager, Ben Hannock, was a turning point. Within 30 days of Hannock’s arrival, the department experienced 100% growth. 

Lindwall emphasized, “When you invest in your people and set them up to win, they deliver.”  

Leadership continually invests in the parts department by encouraging them to discuss and share ideas internally, sending them to seminars and other industry events, and providing educational reading materials.

Taking on Aftermarket Retailers with RevolutionParts

Traditionally, the success of a parts department was tied to the sales floor and service drive. Today, the competition extends beyond local markets to 24/7 aftermarket retailers. 

Lindwall said, “Our competition is the aftermarket—they’re working 24/7, and we have the ability to do the same thing and even better.”

Using RevolutionParts, Bommarito Ford turned its parts department into a strong online business that customers can shop from anytime, anywhere. Selling parts online has helped the dealership reach beyond local customers and compete across the whole country.

RevolutionParts has played a big role in helping Bommarito Ford succeed with selling parts online. The platform handles the background tasks, allowing the dealership to focus on sales and taking care of customers. 

Lindwall had simple advice for other dealers: “It’s a trust fall, but it’s the best thing you’ll ever do.”

He also gives credit to RevolutionParts’ consulting services, especially Mike King, for sharing tips and strategies that really work. Lindwall recommended, “Follow their recommendations.”

Turning Inventory Into Cash, One Sale at a Time

For Bommarito Ford, keeping inventory clean and moving isn’t a challenge—it’s a way of doing business. Lindwall believes in treating inventory like “piles of money.” He explained, “The more you can move it, the cleaner you keep it, and the more money you can earn.”  

RevolutionParts helps Bommarito Ford stay on top of this process by making it easy to sell parts online. The platform turns slow-moving inventory into profit by connecting the dealership with customers all over the country. By staying focused on quick sales and avoiding stockpile issues, the parts department operates more efficiently and keeps profits growing. 

Making It Easy for Customers to Keep Coming Back  

Lindwall knows how important it is to make things simple for customers. “It’s not what you like, it’s the consumer,” he chuckled, quoting the movie Joe Dirt.  

Selling parts online fits perfectly with this idea. It lets customers shop whenever they want, on their own time. This convenience helps Bommarito Ford stand out and keeps customers coming back.  

Lindwall had a big goal: “One day, my parts department is going to outgross our service department.” With hard work and the help of eCommerce, that’s exactly what happened. Selling parts online played a big role in reaching that milestone and making the department a leader in the dealership.  

Advice for Dealerships Not Yet Selling Parts Online  

For dealerships unsure about selling parts online, Lindwall has some simple advice: go for it. “It’s totally doable,” he said. While it may require some extra work, having the right tools and support makes it much easier—and the rewards are worth it.  

Lindwall encouraged General Managers to trust their operators and consider new programs and tools. “General Managers need to listen to their operators about the programs and tools that are out there,” he explained. “In the dealership, you have to use every revenue opportunity available to you.”  

With RevolutionParts, Bommarito Ford has done just that. The platform has been a game-changer, turning online parts sales into a powerful way to boost revenue and reach more customers. For Lindwall, selling parts online isn’t just a good idea—it’s essential for staying competitive and growing the business.  

Invest in People, Embrace Technology, Achieve Big Goals

Bommarito Ford’s story shows how focusing on people and using the right technology can turn a parts department into a strong and profitable business. By supporting employees, focusing on customer experience, and using RevolutionParts for online sales, the dealership has created a model for success.  

Lindwall summed it up perfectly: “Taking risks is part of being great.” For dealerships ready to invest in their team and embrace online sales, Bommarito Ford offers a clear path to reaching big goals.