Brad Lister, General Manager of Williams Honda in Elmira, NY, was intrigued by what he learned about automotiveMastermind’s predictive marketing solutions (Mastermind) when he saw a demo at an NADA conference. Initially, he thought the cost was too high for his budget, but in early 2018, Lister realized he needed help to reach the store’s tall sales goals. Within minutes of his staff’s initial training session with Mastermind, Lister knew that his dealership was going to see an immediate impact to their bottom line with this dealership solution in place.


Williams Honda is a member of the Williams Auto Group, which operates two dealerships in Upstate New York and four just over the border in Pennsylvania.

Brad Lister General Manager Williams Honda


In early 2018, GM Lister realized that he was facing a challenging year with limited-to-no corporate incentives for moving the flagship Honda Accord and CRV models.

The Solution

Partnering with Mastermind provides insight into which prospects are most likely to buy, and the reasons why. Its exclusive marketing technology leverages the information with proven tools to boost car sales, improve customer satisfaction, loyalty, and referrals.Mastermind is the only company that analyzes Big Data and thousands of other data points, including the dealership’s own 7 years of DMS data. The sales team gets easy access to timely, personalized information and vital talking points for opening conversations and closing deals.


Lister is thrilled with his Dealer Relations Manager Ian Grace. He visits the store every month, training, assisting, and motivating the team as though he worked for Honda himself – a testament to Mastermind’s excellent dealership support services. “Ian gets his hands dirty,” says Lister. “He knows the business, makes calls, coaches the staff and helps with the word tracks. I’d hire him in a heartbeat!”

See All Case Studies