Rewriting the Rules of Dealership Operations

Laura Sherman

COO

Rewriting the Rules of Dealership Operations

Laura Sherman

COO

Dealer Merchant Services

In the early 2000s, while most dealership finance departments were still shuffling paper ledgers and feeding fax machines, Laura Sherman was already thinking ahead—envisioning how smart systems and lean processes could reshape automotive operations. Two decades later, she’s leading that very transformation as Chief Operating Officer at Dealer Merchant Services, a company quietly revolutionizing how dealerships approach payment processing in a digital-first era. With over 30 years of hands-on experience across nearly every facet of the automotive world—finance, sales, digital, and operations—Laura brings uncommon depth. From her controller days at Van Tuyl Auto Group to sales leadership at DFW Audi and John Roberts BMW, she’s lived the dealership life inside out. Her time at Local Search Group added a data-driven edge, sharpening her grasp on SEO, digital strategy, and customer behavior—key ingredients in her operational playbook today. At Dealer Merchant Services, Laura isn’t just fixing inefficiencies—she’s dismantling outdated systems that silently drain dealership profits. By eliminating the hidden costs tied to reward points, cashback, and miles, she’s helping rooftops across the country reclaim lost revenue and simplify how they transact. A Midland High School graduate, Laura pairs smalltown tenacity with big-picture vision. As COO, she’s not just running operations—she’s reimagining what great operations look like in an industry that rarely sits still. In this special edition of USA’s Most Influential COOs 2025, TradeFlock caught up with Laura Sherman to discuss her approach to operational excellence, the roadblocks she’s breaking down, and what’s next for dealership innovation in America.

What’s the biggest myth about dealership operations?

I talk to dealers across the country every single day, and one fear keeps popping up—they think giving customers a true payment choice will hurt their CSI scores. It won’t. In fact, “if you’re upfront and transparent, and work with the right partner, you can recapture up to 75% of your credit card processing costs.” Another big myth is that all processors are the same. They’re not. This isn’t just a finance decision—it affects every department. And if your provider doesn’t understand how dealerships actually work, it’s a recipe for chaos. That’s why expertise matters more than ever.

How do you future-proof dealership operations in a changing industry?

I’ve always believed that if you really pay attention, your customers will show you exactly where the industry’s headed. That’s why “Text and Email-toPay aren’t just the future—they’re the now.” We saw the shift early—some OEMs are now requiring these tools, but we’ve been offering them for years. Future-proofing, to me, is about meeting customers where they are, before they even expect it. If you can do that consistently, you’re not just ready for the future—you’re shaping it.

Where would you head for a long, mind-clearing drive—and what would you drive?

There’s something therapeutic about the hum of the engine and the quiet of tree-lined roads. I’d hop into my Land Rover Defender and head toward a peaceful lakeside—just me, the open road, and the calm. Nothing resets the mind like a drive that feels like freedom.

What’s been your toughest challenge as a woman leader —and how did you handle it?

Walking into rooms where I was the only woman, the hardest part was being taken seriously. But I’ve spent my life in automotive—and now in payments— so I made it a point to know the business inside and out. “The fastest way to earn respect is through knowledge that leaves no room for doubt.” That’s how I turned every challenge into a chance to prove I belonged

What’s one big operational challenge you’re facing right now?

One of our biggest challenges today is hiring people who truly align with our mission. We specifically look for those with retail automotive experience because they understand our clients and the complexity of the industry. That narrows the talent pool, but it’s worth it—we’re in the service business, and it’s critical that our team shares our values and delivers a level of service that’s second to none. We’ve been guiding dealers through the rollout of compliant credit card surcharging—something 97% of our clients are implementing for the first time. It’s a complex process that touches every department, but we approached it methodically, and it’s been a game-changer in helping them reduce costs without compromising customer satisfaction.

How does your creative side influence the way you develop future leaders?

Tapping into my creative side—whether I’m painting with acrylics or writing poetry—gives me a unique perspective on leadership. It helps me approach mentorship with empathy, curiosity, and imagination. I don’t just focus on passing down knowledge; I encourage our top leaders to think outside the box, embrace different viewpoints, and nurture the same qualities in their teams. Through regular coaching and training, we’re not just building future leaders —we’re inspiring original thinkers who can lead with both heart and vision.