Issue link: https://read.dmtmag.com/i/730410
16 • October 3, 2016 • Powersports Business NEWS www.PowersportsBusiness.com Preview the 2016 sessions STEVE BARKER SYSTEMS FOR SUCCESS Running a profitable service department requires more than hiring a certified techni- cian and having the right tools. Having quick access to the right data such as parts prices, OEM to aftermarket cross reference informa- tion to find alternate sources for parts, ware- house availability and flat rate labor times will all dramatically reduce the time you spend doing paperwork. Time is money. Learn how to create accurate service estimates in just minutes. Learn how you can make your service department more profitable by increasing the efficiency and utilization rate of your techni- cians, get the job done quickly and increase customer retention. Learn how to overcome the challenges facing the V-twin dealer in today's marketplace. RON CARIKER AND SAMANTHA SCOTT MOBILE MARKETING SOLUTIONS FOR EVERY DEALERSHIP DEPARTMENT Your customers expect real-time communica- tion with your dealership, and this session will share effective mobile market strategies to do so. Mobile solutions for service, parts and accessories, sales and marketing will be featured, and will allow dealers to better under- stand the growing importance of mobile. CRAIG CERVENKA GOOGLE LOCAL FOR DEALERSHIPS: HOW TO TIP THE ONLINE SALES ADVANTAGE BACK TO YOUR DEALERSHIP Just two years ago, the industry was introduced to a new Google directive to help local busi- nesses sell products based on nearby inventory availability. Forward two years, and Google is now ready to work with powersports dealers! Industry digital technologist Craig Cervenka shows examples of dealers leveraging this new Google ad format that finally helps tip the online sales advantage back to dealers and shows you the steps needed to do it at your dealership. SHARRON CUNNINGHAM SELLING TO GEN Y AND BOOMERS: TWO DISTINCT AND DIFFERENT APPROACHES WITH TIPS AND TACTICS FOR BOTH This session will explore the different sales approach, product presentation, upsell and closing techniques needed to turn Gen Yers and Baby Boomers into your customers. If you're not currently using different sales tech- niques for the different generations, you will want to start when you leave this session. SAM DANTZLER THE LANDSCAPE IS CHANGING — ARE YOU? The landscape of the business of powersports is changing as we speak. Nearly all customers who come into your store are educating them- selves before doing so, and 9 of 10 customers buy within one week of stopping at the first dealership! The window for acquiring that customer continues to shorten, and CRMs have become more important than ever. Learn more about how to address the changing retail environment, and how your dealership can do to stay ahead of the game. FRANK ESPOSITO CHAMPIONSHIP RETAIL MENTALITY: LIFE AND DEATH SELLING Industry executive Frank Esposito's presenta- tion follows several key retail sales moments that have literally determined life or death. He shares stories of how, based on a retail relationship, he saved a life. But the impact of the retail experience gets even more intrigu- ing when, later in Frank's life, someone saved his own life. Make every one of your sales moments unique — it could be more impact- ful than you think. DEB GALLETTI EASY, LOW-COST MARKETING TIPS FOR YOUR BUSINESS If society had the social power to turn one cup of coffee into a billion dollar business while at the same time elevating a consum- er's social status that drank the coffee, then the same can happen for your business. If a video of an everyday occurrence can go viral, then the same can happen for your business. It's time to get noticed and unleash the social power of your business. Marketing efforts should no longer be the responsibility of one position at any business but instead should include all staff members. Outside business relationships and vendors should engage on many levels as well. In this session, we'll provide you with creative ideas to help stim- ulate the social power of your business. ROBERT GRANT OVERCOMING THE SERVICE APPOINTMENT CONUNDRUM How often are customers being turned away or going down the street because your service department runs on a first-come, first-serve basis? How often do you take appointments, and the work isn't completed in a timely man- ner? We will review the key reasons that service departments do not schedule service appoint- ments and present a tiered plan to implement service appointments in your shop. We will review the benefits, including increased shop productivity, profits and CSI. ROB GREENWALD INCREASE PROFITS, PERFORMANCE AND CSI SCORES WITH THE PROPER PRESENTATION Value is created by man! People buy value! This session will show you how to increase upsells, closing ratios and more through proper presentation and interaction with constomers in sales, service, financing and accessories. PERFORMANCE F&I STRATEGIES FOR GENERATION Y AND BEYOND Times are changing. Are you evolving with them? Learn effective F&I sales techniques, structures, strategies and more. Topics will include relationship selling, ways to increase performance, psychology and presentation, all with the idea of growing the contributions of your dealership's F&I department. TIM HARNEY COMMUNITY REWARDS This session is geared to stimulate your local motorcycle economy, using very basic tools. Commerce comes from community, and your local community can be further developed from very easy activities that war- rant your participation. We exist only in a bull market and need to support each other to survive. Learn how to take your busi- ness to the next level by engaging your own community. JIM JABAAY CLASSIFIED MARKETING DOESN'T HAVE TO BE FRUSTRATING Classified marketing on websites such as Craig- slist, eBay and social media can be frustrating, but it doesn't have to be. Learn tangible strate- gies and tips to make the most of these popular classified marketplaces so that your dealership isn't losing out on potential classified deals. STEVE JONES DIVIDE AND CONQUER Maximize your profits and stabilize your deal- ership with effective profit center management techniques. Establishing separate business units helps you find and address underper- forming areas of your operation and holds managers accountable. In this session, learn how to create, track and measure the five key profit centers in your store, and see bench- marks for each profit center. UNDERSTANDING THE OWNER AND MANAGER ROLES Is entrepreneurial management stifling your dealership's growth? Do you recognize the importance of the job descriptions for your dealership's owner and general manager? This session will help guide both owners and GMs through roles that are meant to drive maximum performance and profitability. EARL LEVERE PROTECT YOUR PRODUCTS AND PRODUCT DESIGNS Protecting your innovations is critical to the continued success and recognition of your company and its products. In this seminar, Earl will review several options for protect- ing your products and product designs under state and federal law. These options include obtaining federal utility patents and design pat- ents, as well as employing various trade secret protocols. Earl will also address some general options for federal and state trade dress protec- tion for your unique motorcycle products. BOB KAY PASSION REQUIRED In this presentation we will discuss: Is the motorcycle industry the right fit for you; can you mix your hobby and your career; where do you fit in the motorcycle industry; is there a career path in the motorcycle industry; what does dedicated mean. We will talk about con- forming your love of motorcycles, the riding, the camaraderie and the adventures into a profitable livelihood. We will discuss long-term pathways to success in the industry. DAN MAHAN 4 SQUARE WORKSHEETS: A DEALER- SHIP SALES MANAGER EXPLAINS HOW TO PACKAGE YOUR SALES TO SAVE TIME AND MAKE MONEY You've heard about their effectiveness, now learn how to use 4 Square Worksheets from a dealer- ship sales manager. We'll incorporate all aspects of the sale into the worksheet approach: closing the sale on the unit; parts and accessories; cloth- ing and apparel; extended warranty; tire and wheel and other F&I and service products. DAVE MCMAHON STATE OF THE INDUSTRY ROUNDTABLE The annual State of the Industry Roundtable is the ideal way to spend the final moments of the AIMExpo Dealer Days. Powersports Business editor in chief Dave McMahon will be joined by a host of industry experts. We'll take a look at a range of industry topics, including retail sales data, F&I topics, dealership challenges, the pre-owned market and more. MARK MOONEY WE USED TO DO THAT! THE SEQUEL Remember when your dealership abided by policies, procedures and processes in each department, because if you didn't follow those rules, the department would suffer? If you've let some of those standards slide by during the past few years, it's time to find out how much it's costing you and what you can do to get each department in your dealership back on track. THE PERFORMANCE EQUATION, C+S=I This seminar will focus on the processes and attitudes that create a superior customer ser- vice experience. It's meant to not only lead to excellence in CSI ratings, but also in strength- ened and higher unit sales volume, and better customer retention and referrals. Learn how the equation also leads to increased revenue streams from F&I, PG&A and service, while increasing overall profitability in a dealership. RICH MOORE USING ONLINE VIDEO TO INCREASE YOUR F&I PRODUCT SALES Video education is the best way for a dealership to combat the naysayers who discourage our customers from buying F&I products. Online video is the fastest and easiest way to connect with your future customers, especially since we know most people are researching on the web before they ever set foot in a dealership. How- ever, the F&I section on most dealer websites is weak in terms of educating consumers on our products. In this session, you will learn how to create inexpensive, high quality, informative videos; which videos you should create; and simple ways to use your dealership as a studio. JENNIFER ROBISON IS YOUR DEALERSHIP DYING A SLOW MERCHANDISING DEATH? Did you forget that when customers walk into your dealership they want to be reminded that they're there for one reason — fun? This seminar will provide you with 10 instant and cost-effective tips to increase the the retail "fun factor." Keeping customers engaged and providing them reasons to stay in your dealer- ship is paramount to the store's success. Learn about what works, and, equally important, what doesn't. GALEN ROYER WITH SERVICE, THE MONEY'S IN THE MINUTES In this session we will focus on proven best practices and techniques that can be employed to answer such questions as: Is your service operation returning as much revenue as you think it should; what is the potential revenue of your service operation; where are those missing nuggets, and how can you recover them; how can you avoid Powersports DEALER Seminars deliver education See Schedule, Page 17