Tustin Ulrich, General Manager of Roper KIA, will be hosting an insightful session at Digital Dealer Conference & Expo 2026! The 45-minute talk is titled “Your CRM Isn’t Broken. Your Culture Is.” and will take place at 4:30
PM on September 22 in room 330B.
Most dealerships have a CRM problem. Except they don’t.
They have a culture problem — and the CRM is just where it shows up.
This session makes the case that no software upgrade, no new vendor, and no additional training module will fix what is fundamentally a leadership and accountability problem. The data is simple and devastating: when you install the right culture, the right standards, and the right daily disciplines, your CRM becomes the most powerful tool in your store. When you don’t, it becomes the most expensive graveyard of missed opportunities in automotive retail.
The session will share the exact cultural reset that took a store from a low 30s closing ratio and 9.5 units per person to 43% close rate and 15 units per person — not through new technology, but through a system so simple it uses pen and paper. No login required.
If you’ve ever blamed your CRM, your leads, or your team for results that start with you — this
session is your mirror.
Key Takeaways:
- Buy-In From the Top Down — How to Turn Managers Into Leaders
- Daily Accountability at Every Level — Not Theory. Actual Steps
- Measure What Matters — The Metrics That Actually Tell You If Your Culture Is Working
About Tustin Ulrich
Please welcome Tustin Ulrich—a true Architect of Humans and transformational force in both leadership and wealth-building.
As General Manager of Roper Kia, Tustin has built a culture where people come first and performance follows. He’s an 8-figure real estate investor, a Leadership Multiplier committed to developing the next generation of high-impact leaders, and the founder of the 1% Effect – a movement helping high achievers build generational wealth and generational impact.
Whether he’s mentoring entrepreneurs, guiding high-income earners through powerful tax strategies, or building generational wealth himself—Tustin leads with one mantra:
“Every move. Every day. Matters.”
Let’s give a warm welcome to Tustin Ulrich!
The Digital Dealer 2026 Experience
#DDCE2026 is built to work for you, providing the perfect combination of access to solution providers, networking time, and high-impact sessions. As we continue to cultivate an essential learning experience, we’ve also tweaked a few things for this year’s show.
Our 20-minute Expo Hall talks no longer overlap, allowing you to get the most out of your time on the floor and ensuring you don’t have to choose between which insights you value the most. Last year’s 90-minute workshops have been slimmed down as attendees can now get hands-on experience in our 60-Minute Learning Labs as well as deeper knowledge in our 45-minute sessions.
With insight into advertising, AI, digital retail and more, Digital Dealer is built to deliver real discernable outcomes you can take right back to the dealership. Learn strategies to improve your customer retention, revitalize your service lane to grow fixed ops revenue and utilize social media to generate high-quality leads.
It isn’t just value for when you return home either. In 2025, attendees were able to start creating real business impact while still at Digital Dealer. Live dealership website audits, analysis of real dealership data stacks and hands-on creation of AI marketing workflows were all on offer. Dealers were formulating plans to improve profitability before they had even headed to the closing reception.
Register Today!
Secure your pass now to lock in the best rates and guarantee access to:
- Expert-Led Sessions: Actionable insights to solve all the biggest challenges your dealership is facing.
- Innovative Solutions: Dynamic tools on the show floor to help optimize operations.
- Real Meaningful Outcomes: Create real business impact to increase sales and improve profitability.
Register now and don’t miss out on a potentially transformative experience for your dealership this September!