Pinnacle, long known for its high-octane dealership events, is shifting gears. The company has unveiled a new suite of 360° dealership solutions that extend well beyond event marketing—covering everything from in-store assessments to service advisor training. The move signals a push into performance-driven, data-informed strategies designed to help auto dealers not just bring customers in, but keep them engaged.

The timing couldn’t be sharper. Automotive retail is in the throes of transformation, with tighter competition, higher customer expectations, and margins under constant pressure. Dealers need more than flashy events; they need sustainable strategies that boost efficiency across sales and service. Pinnacle’s answer? A comprehensive training and development program that touches every layer of the dealership.

From Events to End-to-End Performance

Pinnacle’s new offerings cover a wide spectrum:

• In-Store & Virtual Assessments to identify operational gaps.

• Sales Consultant & BDC Training to improve lead handling and appointment conversions.

• Sales & Service Management Training to elevate leadership and retention.

• Service Advisor & BDC Training to optimize customer experiences post-sale.

The company claims early adopters of these programs have already reported a 15% lift in sales appointment show rates and a 20% increase in service retention. Those numbers reflect what the industry has been demanding—tangible results, not just marketing sizzle.

Keeping the Events That Built Its Brand

Despite this evolution, Pinnacle isn’t abandoning the high-impact events that made its name. Dealers can still expect Staffed Events, Hosted Events, Off-Site Sales Marketing, and Direct Mailers—now integrated into a broader growth strategy. Think of it less as a pivot, more as an expansion into a hybrid model where customer acquisition aligns with operational excellence.

“Our clients asked for more than just marketing—they needed a true partner in dealership growth,” said Joe Cox, CEO of Pinnacle. “We listened and delivered a full-circle approach that bridges the gap between customer acquisition and operational excellence.”

Or as Justin Hill, VP of Operations, put it more bluntly: “We’re not just bringing customers through the door—we’re making sure your team is ready to close the deal and keep them coming back.”

Why It Matters

Pinnacle’s transformation reflects a bigger trend in the auto industry: dealerships can’t rely solely on incentives or marketing gimmicks to survive. Training, data-driven insights, and customer experience tools are becoming table stakes in a competitive landscape where loyalty is fragile. Rivals like NCM Associates and DealerSocket offer similar end-to-end dealership solutions, but Pinnacle’s differentiator lies in blending its proven event marketing DNA with full-scale operational support.

For dealers, the implication is clear: it’s not enough to draw the crowd—you’ve got to be ready to convert and retain them.

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