About Us

Company History…

Profit Concepts was founded in 1979 as a general agency with a vision to help dealers realize their maximum profit potential in their sales, finance, and service departments. Over the past three decades the automotive, powersports, recreational vehicle, and marine industries have experienced change at an unprecedented rate. Profit Concepts has been there every step of the way. During this time of constant change, PCI has diligently made available the most innovative solutions to its dealer partners. Realizing that dealerships rely on making the most of every opportunity, PCI has put a great emphasis on synthesizing all of their department’s efforts in completely satisfying customers and maximizing profits.

Headquartered in Ogden, UT, PCI serves dealerships in nearly all of the mountain states and the great northwest. The team at Profit Concepts takes pride in representing only the most respected administrators in the industry. As a result of this focus, dealership personnel can operate with confidence that they are partnered with companies that put them first. PCI is a founding member of the AIGA (The Association of Independent General Agents) and is AFIP (The Association of F&I Professionals) certified. The team at PCI also has a vision for the importance of training dealership personnel to be at the top of their game. We realize that while dealerships share similarities they are still unique. We have customizable solutions to meet every dealership’s needs, including compliance. We can create a program that fits any needs. With our products and training, we can make sure your dealership is fully compliant while increasing profits.


Dave Griffiths- President

Dave founded Profit Concepts in 1979 with a vision of helping dealerships increase their profits through their F&I departments. Dave’s career in the auto industry began in 1972 at a dealership in the Salt Lake Valley in Utah. With an eye toward the future, Dave created PCI realizing that one day dealerships would heavily rely on the revenue developed by their finance departments in auto dealerships. Dave also has put an emphasis on the fact that RV, marine, and powersports dealers share the same need with auto dealers to increase F&I profits. Since 1979, there has been an increased emphasis placed on compliance and full disclosure while dealers are faced with the pressure of difficult economic conditions and fierce competition. Dave has steered PCI and its dealer partners through these prosperous and yet difficult times. Dave has a reputation for standing behind the products offered by PCI. Because of this, he has made every effort for the company to represent only products serviced by the most innovative and experienced administrators in the industry. Dave leads his team with the understanding that PCI will only provide dealerships with products and services that are best for them and their customers.

Bob Barker- Vice President

Bob’s experience in the auto industry is multifaceted. Bob’s experience as an F&I manager makes it very simple for him to understand what dealership’s need to build a better bottom line. Since 1992 Bob has worked not just an F&I manager but also for lenders. In addition Bob has worked with some of the leading companies in the industry in dealer operating systems. Bob also has years of experience working in the field representing a number of different administrators. From his experience, Bob also understands which vendor can offer the best long term solution in satisfying a dealership’s needs. Bob operates from the Salt Lake City area and serves our Utah and Eastern Idaho clients.

Annette Charlesworth- Office Manager

Annette runs the nerve center of Profit Concepts, administrative services. Annette’s 10 years of experience working in dealership accounting departments is invaluable. She has been a valuable member of the Profit Concepts team since 2002. Dealership personnel are comfortable knowing that Annette understands their needs every step of the way. With her efforts, dealerships receive the best service available in the most efficient manner. With a decade of experience at PCI, Annette has built tremendous relationships with our administrator’s claims and service departments. With Annette’s personal emphasis on creating solutions quickly, dealers can be sure they are getting the best service in the industry.

Craig Herrmann- Vice President

Craig began his career in the auto industry in 1993 in Idaho. Craig has experience working as a finance and sales manager in both franchised and large independent auto dealerships. His experience in F&I and Sales management is helpful in understanding the true needs and concerns of today’s auto dealers. Craig holds a bachelor’s degree in secondary education from Concordia College, St. Paul, MN and a Masters Degree in Business Administration from Concordia University. With Craig’s educational background and auto sales experience, dealerships can benefit from experience in effective training practices as well as extensive knowledge about best business practices. Craig operates out of the Treasure Valley in the Boise, ID area, serving dealers in the Northwest.

Courtney Smith- Sales Support Specialist

Courtney started working for Profit Concepts in 2013. She played collegiate golf while attending Weber State University and got her bachelor’s degree in Professional Sales in 2014. This program taught her leadership skills, customer service techniques, sales personalities, business ethics, and many other fundamental business and marketing techniques that are used in our industry today. She organizes our F&I seminars and makes sure dealerships have the supplies and tools needed to complete their day-to-day tasks. Her innate ability of being part of a team and willingness to learn and help your dealership and our staff with any project that is requested of her is exceptional.


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