Stillwell Ford
How Stillwell Ford Achieved $200k+ in Sales and $23k+ Profit in One Month with Selling Parts Online
Parts managers like Bill Green at Stillwell Ford are forever changing how dealerships do business. A little more than three years ago, Bill started at Stillwell Ford and right away leveled up his department from a support function for service and sales to a totally new profit maker for the dealership. Using RevolutionParts, he has driven rolling 30-day sales of 800+ orders and $200,000+ in revenue. There are benefits beyond the profitable revenue boost, too: trust from his general manager, steady growth, and lots of manufacturer kickbacks.
Rolling 30-day sales volume
839
Orders
$23,271.57
Gross Profit
$200,316.11
Sales
$238.76
Average Order
A Vision for Big Growth
In the past—and at many dealerships still today—parts departments relied on vehicle sales and service volume to meet their revenue goals, making growth difficult without a huge budget and dealership expansion. But Bill, a manager with 40+ years of automotive industry experience, knew that online selling could provide the parts department with a scalable source of income. With RevolutionParts, Stillwell Ford entered the digital parts market, allowing them to bypass the geographic limits of a small-town dealership and open up a new nationwide customer base.
Bill says: “I tried to make it work at a few places before, but I didn’t have any support from the owners. Then I went to my current boss. At first, he said no. Later, I came back with more info, plus there was a discount program for Ford dealers. I also got advice from our IT guy, who thought it was a good idea. With better details and a lower price, we finally went for it.”
““Now, we’re wondering why we didn’t do it sooner!””
Overcoming Skepticism & Training His Team
Bill’s parts team was skeptical at first—many of his employees were uncomfortable with the idea of the technology, especially those who had worked in traditional parts roles for decades. However, Bill is a very capable and convincing leader, and with RevolutionParts’ help and easy-to-use tools, he quickly trained his team to manage and fulfill online orders.
Now, Stillwell Ford’s parts department is doing so much business online that they have multiple new full-time team members managing online order processing, customer calls, emails, and outbound packaging.
“Some people in my team weren’t sure about it at first. But now they’ve changed their minds—especially after we come in on a Monday morning and have 120 orders in the queue!” Bill says.
The Financial Impact: Volume, Kickbacks, & Profit
Unlike over-the-counter sales, where profit margins are typically higher, online sales often come with smaller margins. However, online sales is a volume game which has helped Stillwell Ford tap into a new source of profit, a cleaner inventory, and manufacturer kickbacks from Ford.
“I’m not just stocking parts randomly—we use Ford’s RIM program, so parts get added automatically and are protected from going obsolete. Plus, we make money on shipping, and our higher purchase volume moved us to a better discount category with Ford. It all adds up to bigger profits. It also lets me stock parts I wouldn’t usually carry,” says Bill.
“With the part sales history we have now, it benefits our service department, retail customers, and even wholesale buyers since we have more parts available.”
Success Has No Limit
For Bill, selling parts online was an exciting challenge that renewed his enthusiasm for his career. Having started in the dealership business in the 1980s, Bill has seen firsthand how the industry has evolved. His journey has included roles at a Jeep, Buick, and GMC dealership, time with BMW Corporate, and now his position at Stillwell Ford.
“Adding the internet side of things gets me excited, even though it was a lot to learn at first. But now I really enjoy this work and think I’m good at it. We’re still improving every day, solving customer issues and getting better at what we do,” Bill says.
For seasoned managers, taking up online retailing might seem scary at first, but as Bill’s story shows, it’s totally doable—and can even make your job more rewarding (and definitely more lucrative). By stepping into online parts sales, Bill found a scalable revenue source and a way to simplify the day-to-day pressures of managing a parts department.
“Now our owner trusts me to manage the department without micromanaging, which isn’t always the case at other dealerships.”
The steady flow of online orders eases the stress of hitting traditional monthly sales targets, allowing Bill to focus on long-term growth and customer satisfaction.
Key Takeaways for Dealerships
Considering the move into online parts retailing? Bill’s message is clear: take the leap. As Bill puts it, “It’s a huge market out there, and it continues to grow. If you don’t get in now, you’re going to be left behind or playing catch-up later.”
The opportunity is great, with billions of dollars circulating in the online parts market and even more growth projected. For dealerships that hesitate, Bill offers a candid reminder:
“If you’re not interested in growing your business, then don’t bother. But if you are, this is a great way to do it. You can start as small as you want and grow at your own pace.”
Bill also emphasizes that dealerships don’t have to dive in at full speed right away: “You don’t have to do eBay and Amazon or buy superstore orders from the start. You can take it slower.”
He also wants to remind you that while the work may feel challenging at first, it’s manageable. “Do some research, understand it’ll take effort, and know you don’t need to hire more people right away—but you’ll eventually need to as your business grows.”
Finally, Bill reflects on his own journey, saying, “I wish I’d have been in the store 10 years ago and started it 10 years ago.”
A Future-Forward Approach with RevolutionParts
For dealerships not yet online, Bill’s success story serves as both inspiration and a clear roadmap. Selling parts online has been a game-changer for Stillwell Ford, offering both stability and expansion opportunities for the dealership. With RevolutionParts, both traditionally-seasoned and tech-savvy parts managers alike can drive huge growth in a dealership’s parts department.
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