Jim Ruff

Summary

20+ years in the auto business in both a commercial and retail capacity. Previously involved in wholesale inventory financing in many different industries including motorcycle, snowmobile, marine and Manufactured housing. The last 7+ years I have been managing the retail auto business in western Canada for BMO. I've been fortunate to have a great team of 11 representatives who cover Thunder Bay to Vancouver Island. This team visits all franchised auto dealers in the west where we compete against 10+ other financial institutions who are all vying for the conditional sales contract business of the end user (retail auto purchaser who requires financing). We've had and continue to have great success due to a focus on selling our customers on the benefits of dealing with BMO. If you focus on the customer, your own results will look after themselves! My biggest learnings the past few years is the psychology behind selling (perception is everything) as well as also taking into consideration the unintended consequences of our actions.