This month we’re excited to shine the spotlight on Anderson & Koch Ford, a family-owned dealership that has been serving North Branch, Minnesota, and the surrounding communities for over 65 years. This single-point dealership blends small-town charm with big-time customer service. With a fully certified collision center, a long-tenured staff, and a reputation for making customers feel right at home, Anderson & Koch Ford continues to stand out. They were just named the number one Ford dealer in Chisago County.
We spoke with Donna and Molly to learn more about the dealership’s culture, creativity, and how they’re using TradePending to take their customer experience even further.
Tell us a little about your dealership and what makes your dealership stand out.
Donna:
“We’re a small, family-owned dealership with about 60 employees, located kind of in the central part of Minnesota. Anderson & Koch Ford has been around for 65-plus years and has remained family-owned. We’re one of the few single-point dealerships still family-owned.
We’re very customer-service driven, and we want to make ourselves stand above and beyond other dealerships. When people walk away, we want them to say, ‘Wow, those people really care about us.’ We like to make it feel like a home away from home.
We also have a fully certified collision center, so we can help with repairs and make it a comfortable experience. We’re located on Interstate 35, about 40 to 45 miles north of Minneapolis and St. Paul, which makes us a convenient stop for people from both cities and up north.
And just yesterday, we found out we’re the number-one Ford dealer in Chisago County!”
How did you personally get started in the automotive business?
Donna:
“I knew our previous owner for many years. We raised our kids in the same neighborhood. I’ve been here since August 2020. Before that, I was always in retail, both brick-and-mortar and wholesale, so I’ve always been in customer service.”
Molly:
“I started here in 2018. It’s actually seven years this month! I began as a detailer, not knowing what I wanted to do. After about five years, they brought me up front to do social media videos. Now I handle marketing, advertising, inventory, and a lot of our social content for TikTok and other platforms. My job also involves the BDC side of things.”
What are some things your dealership is doing really well right now?
Donna:
“One of the things we’ve done since I’ve been here is add a fun touch for our customers. Anytime someone comes into service with a car seat, we put a stuffed animal in it. We rotate them every quarter—unicorns, lobsters, Bigfoot, sloths, bears, cows, pigs, giraffes—you name it. Kids love it, and even adults come in asking for one for their grandkids.
Our salespeople are true professionals. They handle customers from start to finish, and they stay with them afterward. We have people who’ve been here for decades; one salesperson has been here almost 40 years.
When customers buy a vehicle, we mail them a custom bag of caramel popcorn and a handwritten thank-you note. Those traditional touches make a big difference.
We serve a wide range of customers, from first-time buyers to those buying their last car. We also have lots of multigenerational families who’ve shopped here for years.”
How do you approach creating a great experience for your customers, both online and in-store?
Molly:
“When a lead comes in, we really dig into what the customer is looking for. If we don’t have it, we ask how we can get it. We want them to leave in a vehicle that truly fits their needs.
If they inquire about a vehicle that’s sold, I’ll ask what they liked about it. That helps us find a similar one or something coming in soon.
We also stay very involved in the community. We partner with schools through Ford’s ACE program, which gives students hands-on automotive training and certifications so they can come work in dealerships like ours. We have several techs now who started through that program.”
Donna:
“We also do a lot of community events—Santa and llamas at Christmas, food and blood drives, trunk-or-treat events, and even walk llamas through the Burger King drive-thru next door. The kids love it! We try to make our dealership feel like part of people’s lives.”
Before using TradePending, what were you using?
Donna:
“As BDC, I handle all the leads—social, internet, etc.—and before we started using video, it was the usual: phone, email, and text following Ford’s seven-day pattern.
But it’s been so much more successful since adding video. When customers get a video that’s made just for them, showing the car inside and out, it makes an impact. Before, people ignored random calls or emails. Now, when they see a video thumbnail, it feels personal and real.”
How has TradePending helped your team or dealership so far?
Molly:
“Donna sends videos out every morning for new leads. It’s fun because customers come in saying, ‘That’s the lady from the video!’ or ‘She’s real!’ It makes a great first impression.
People appreciate the personalized videos where we show our faces, say their names, and highlight the vehicle inside and out. It builds trust and a connection that plain text messages can’t.”
Donna:
“The personal touch goes a long way. People think we’re AI sometimes, and we have to tell them, ‘Nope, I’m real!’ It’s fun but also shows that the videos really stick with people.”
How do you measure success when it comes to using TradePending?
Donna:
“At the end of the month, we measure by how many vehicles we sold. Some people open the video just to look, some don’t, but we can track opens and follow up with, ‘Hey, I saw you watched the video. Any questions?’
It’s not just about clicks. It’s about engagement and conversation.”
How would you describe your experience working with the TradePending team?
Molly:
“They’ve been really great from the start. At first, we weren’t sure how it would work, but once we got assigned to Marjana, everything clicked. Anytime we’ve had an issue or question, she’s quick to respond, walks us through step by step, and follows up until it’s fixed.
Other vendors might take weeks to reply. TradePending gets back to us right away and helps us find solutions.”
Donna:
“One example: a customer noticed our texts were coming from a Hollywood, Florida number. I called Marjana, and by the next day, she had it fixed to our local 651 area code. That kind of responsiveness is fantastic.”
What excites you most about the future for your dealership?
Donna:
“The automotive industry is always changing, and we have to adapt to keep thriving. When we first introduced video, some salespeople resisted, but now they love it.
Patrick, our GM, is a forward thinker. He’s always planning five to ten years ahead. That’s what sets us apart.
We’ll keep growing while maintaining that family-first culture for both employees and customers. We have a strong team that’s been here, is here, and will continue to be here.”
Thank you to Donna, Molly, and the entire team at Anderson & Koch Ford for going above and beyond—online, in-store, and in the community. We’re proud to be part of your journey and can’t wait to see what’s next. Keep up the great work!