Sales & Sales Management
     Education Track        

Social Media Revolution: Super Charge Your Plan Today!
Ron Wheeler, Wheeler Advertising

Wednesday, October 6 from 1:30pm - 2:45pm

The dealers attending will be shown a proven way to take advantage of the social media revolution. Dealers will save years in frustration, time, and money by attending this seminar. The workshop will walk the dealers through the five steps of a successful program. Content, social networks, distribution, communication, and added value will be covered during this workshop as part of the five step program for success. Ron will also show case studies and examples of social media success. Dealers will learn how to track their ROI and workflow.

During this workshop, attendees will learn:

• What social media is and why it exists;
• How to build a successful social media program; and
• What social media tools work best for the RV dealer.

Click Here to view handouts.

Speaker Bio

Second General Session: RV Market Outlook Panel Discussion - All attendees welcome!

Moderator: Tom Walworth, Statistical Surveys, Inc.
Ron Fenech, Thor Industries, Inc.
Craig Kennison, CFA, Robert W. Baird, Inc.
Pete Lannon, GE Capital Commercial Distribution Finance

Thursday, October 7 from 2:00pm - 3:15pm

This state-of-the-industry review is a perennial favorite at the annual RV Dealers International Convention/Expo. The RV industry’s retail scorekeeper, Tom Walworth of Statistical Surveys, and a panel of industry experts, will shed light on how the industry continues to evolve to meet current economic challenges. Dealers attend this session to learn what’s going on, what’s at risk, and the potential impact on their dealerships.

During this workshop, attendees will learn:

• What can be done to minimize the risk factors with RV flooring for manufacturers, floor plan lenders, and dealers;
• What’s predicted for the financial markets; and
• How to increase, manage, and protect the dealer’s bottom line.

Click Here to view speaker bios.

Your Dealership and Social Media
Bethany Grabher, Huebner Petersen

Wednesday, October 6 from 10:15am - 11:30am

Social media is fast becoming an essential part of the traditional marketing mix. The companies that understand how social media works and how to utilize it are making leaps and bounds in their understanding of customer engagement, loyalty, and word-of-mouth. “Your Dealership and Social Media” will be a workshop focused on relating the hot topic of social media to RV dealers. The workshop will explore the incredible growth of social media, how it’s changed consumers forever, and how this change directly impacts the RV industry.

Beyond understanding the importance of social media, the workshop will provide clear action plan steps for getting dealership social media involvement off the ground. The workshop will focus on the key elements of successful social media strategy, essential tools like Twitter, Facebook, LinkedIn, blogging platforms, etc., and tips of tracking and follow-up. The goal will be to help dealers gain a better understanding of how they can use social media in their marketing efforts, what they need to consider to get started, and what they can expect along the way.

During this workshop, attendees will learn:

• How social media is becoming a key part of customer engagement, especially for the RV buying demographic;
• Why your RV dealership should start using social media and tools to help you get going;
• The basics of social media and how they can be integrated into dealer marketing efforts including: Twitter; Facebook pages; Yelp; blogging; etc.; and
• The essentials for developing a social media strategy at your dealership.

Click Here to view handouts.

Speaker Bio

The Four Square Unleashed
Michael Rees, A World of Training

Preview Session

Wednesday, October 6 from 1:30pm - 2:45pm

The four square is both feared and revered by many. This workshop will unlock the secrets of both its fear and reverence. Attendees will learn the verbiage needed to use the four square successfully, showing how this tool will increase customer satisfaction as well as sales and profit per unit. Even the most doubting of dealers will see how using the four square will increase compliance and add structure to their sales process. We will also show how using the four square will help in getting more deals approved.

During this workshop, attendees will learn:

• The fears, trials, and tribulations of using the four square to present numbers; 
• How to use the four square correctly – adding compliance and customer satisfaction to your sales process; and
• How to add volume and profit per deal – yes, at the same time!

Click Here to view handouts.

Speaker Bio

Super Session: Internet Marketing Best Practices to Increase Sales
Robert Basha, Auction123.com

Wednesday, October 6 from 3:00pm - 5:00pm

The presenter will teach dealers easy and inexpensive ways to generate more exposure while increasing sales by advertising their inventory on the internet. He will explain how social networking is not just a fad, but a highly effective way to reach customers on a national level. Attendees will learn how a Facebook inventory page helps dealers reach shoppers all over the country on the second most visited website, and how using Craigslist to market inventory is not only free, but also a highly effective way to appear in organic first page Google search results.

Simple tips for inventory management and marketing on the internet will also be discussed. He will focus on best practices for displaying inventory and reveal how good photos, YouTube videos, and SEO inventory showrooms can be highly effective for improving sales. Robert will discuss how eBay Motors is the number one way to generate high quality leads on a national level for a small investment. Robert will demonstrate how dealers can sell multiple RV and camper units from one eBay listing.

Note: Mr. Basha does not provide handouts in advance. He will provide handout materials only to workshop attendees.

During this workshop, attendees will learn:

• How important Facebook, Twitter, and social media can be for your dealership and your inventory;
• Easy and inexpensive ways to show up in first-page Google search results; and
• Tips and strategies for eBay Motors and Craigslist.

Click Here to preview handouts. Note: the handouts on this listing are a preview only. Please see note above.

Speaker Bio

Harnessing the New Digital Disorder - Your Roadmap to Sound Marketing Investments
Robin Beebe-Moussaoui, Giant Recreation World

Wednesday, October 6 from 3:00pm - 4:15pm

Dealers will learn how to find and drive measurable prospects by narrowing their focus and implementing data driven tactics in the digital world. During this workshop, you will learn how to create multi-channel direct response initiatives with tools you already have. When you leave this session you will know how to raise the visibility of your dealership to the right prospects through direct response methods that are relevant and targeted. The strategies shared are easy to execute and track.

During this workshop, attendees will learn:

• How to grow business by narrowing marketing focus;
• How to slash their advertising budgets by removing their egos from the media mix and dive into their databases; and
• How to measure their marketing investment dollars.

Click Here to view handouts.

 Speaker Bio  

A Complaint is a Gift: Learning to Listen, Learn From, and Love Customer Feedback
Janelle Barlow, Ph.D., TMI US
Click Here for Video Preview

Thursday, October 7 from 9:30am - 10:45am
NOTE: This is an exclusive, unrecorded engagement.  This is your only opportunity to glean Ms. Barlow’s expertise.

People say they value customer feedback, but the bottom line is that customer complaints are not what most people consider to be the highlight of their day. Yet, without this feedback we don't know what kinds of needs or problems customers have with our products and services. Without feedback, we can't manage negative customer reactions. Instead, customer complaints are very likely to end up plastered all over the web or talked about in private conversations. On a big sale like an RV, most people ask other customers what experiences they have had when purchasing. It's so much better for you to hear any negative comments, rather than having people talk about your product when you aren't there to defend yourself.

Note: Ms. Barlow does not provide handouts in advance. She will distribute handouts to workshop attendees.

During this workshop, attendees will learn:

• Why negative feedback is quite rare and how you can get more information from your customers;
• How to respond to complaints in a way that addresses your customers' concerns while keeping you sane and calm; and
• How to build a complaint-friendly organization to maintain a robust relationship with customers even when they face problems.

Speaker Bio

Closing the Sale Sean Gardner, The Joe Verde Group Preview Session Wednesday, October 6 from 10:15am - 11:30am  Today’s Best Price Objection Closes - It is not mystery that today’s RV consumer is an educated tech savvy price shopper with infinite options to purchase. Does your sales team have the selling skills they need to turn an armed RV shopper into a delivery with great gross and phenomenal CSI for you and your dealership? In this challenging market, it is more important then ever to eliminate the common frustrations our customers have when they are out looking to buy that perfect RV for their family. We will discuss the perfect time to close and what to say to the customer. The bottom line is: don’t let them walk! Customer’s today do not want to talk to an amateur in sales - they are looking for a professional in sales at your dealership or the one down the street. Finally, we have to create a plan to train our salespeople to better handle the common price objections they get on the lot and close more sales each month. This class will give you the training tools you need to take back to your store, so that you can start seeing improved sales, better gross, and great CSI immediately! During this workshop, attendees will learn: Sales skills you must have now to deal with our more tech savvy customers; The challenge of mastering the buying and selling process with the new consumer; Price vs. value and how to create a win-win with today’s new customer; How to eliminate the ‘price grind’ on the lot so that you can build value in your product; An easy three-step process that will overcome most of your customer’s price objections; When to close and what to say: don’t let them walk!; and How to pull this off: a guide of what to do when you get back to your dealership. Click Here to view handouts.

Speaker Bio

How to Generate Endless Floor Traffic - Today! Sean Gardner, The Joe Verde Group Preview Session Thursday, October 7 from 3:30pm - 4:45pm The worst is over; you’ve slashed expenses and stabilized your dealership. Now it’s time to stop managing expenses and start managing your dealership as a ‘for profit’ organization again. Consumer confidence has been down and there has been less floor traffic, which means fewer sales and lower gross profit. Both lead generation and lead management are more important than ever now, if you want to grow your dealership. The days of spending more money on advertising, trying to buy your way to a profit are coming to an end. This is because over 90% of your sales success every day depends on how well-trained your salespeople are in handling incoming sales calls and your internet leads. Once on the lot, your salespeople need to turn these prospects into buyers, then they need to follow up your sold and unsold customers, prospect for new business and maintain effective contact with your customer base. During this workshop, attendees will learn: How to generate endless floor traffic at your dealership; How to implement a new game plan that will recession-proof your dealership, now and in the future; How much untapped potential is in your dealership and which steps you need to take to maximize every opportunity; How to eliminate the seven most common mistakes most dealerships make with lead generation and lead management; How to take a one-time customer and turn them into a life-time customer through more effective lead management; and How to manage and motivate your salespeople to both generate and work with today’s customer. Click Here to view handouts.