CRM and Internet Lead Management: Converting Prospects into Buyers, and Maximizing Their Lifetime Value
Friday, Feb. 15 – 10:30 a.m. to 11:30 a.m.
Dealers that implement a digital lead tracking system will close more sales — it’s a fact. But true customer relationship management (CRM) is much more than a digital traffic log; it’s a systematic approach to document phone, Internet and showroom leads and then nurture those leads with ongoing communication until they turn into buyers. Once they’ve bought, it’s time to have a follow-up system to boost repeat and referral business. If you analyze the average lifetime customer value (LCV) for your dealership, you’ll see that each one of your customers is worth a sizeable amount over the years they do business with you. Don’t miss Traffic Log Pro co-founder Tad Kilgore as he shares a systematic approach for optimizing your leads and cementing a lifelong relationship with your customers.
Tad Kilgore is vice president and general manager of Dealership Performance based in Scottsdale, Ariz. Kilgore is the founder of the Traffic Log Pro powersports CRM lead management program. He also launched the Powersports Business Development Center, and created strategic partnerships with Polaris Industries and Tracker Marine to develop pilot projects for powersports and recreational dealerships. He began his career at Arizona Motorsports Group (RideNow) and as top-performing salesperson held the highest GPPU out of 16 dealerships. Kilgore has published manuals, training videos, webinars and seminars on the use of process, procedure and accountability tools for sales, parts and accessories, and service.
F&I: The Most Profitable Square Footage in
Friday, Feb. 15 – 8 a.m. to 9 a.m.
Saturday, Feb. 16 – 9:15 a.m. to 10:15 a.m.
Maximizing value per customer is critical in the new economy; but building a successful Finance and Insurance department is easier said than done. Do you use menu selling or not? Paper system or software? What products should you offer? What are your governing state laws? Who are the best vendors? A properly executed F&I department can become the most profitable square footage in your dealership: no inventory required, no special tools or fixtures — just a desk and a person. Hear from a true authority on F&I, Jan Kelly, as she brings to Dealer Expo more than 25 years’ experience in working with the nation’s top powersports, marine and RV dealerships to show you how to satisfy and protect your customers, and make more money, too.
Jan Kelly is the founder of Kelly Enterprises, which provides business education courses covering ethical, efficient and effective F&I/sales processes for dealerships and their allied business partners. She has more than 30 years of experience in the finance and insurance industry. An acknowledged industry expert and featured speaker for dealer 20 Groups and industry events, Kelly conducts F&I seminars, delivers onsite consultations and moderates her own F&I 20 Groups. Her dynamic presentations feature state-of-the-art tools and technology infused with real-world examples and humor. Her educational background includes continuing education certificates from Northwood University, Mutual of Omaha, Ford Motor Co., Pat Ryan and Associates and the General Group of Companies.
Boost Your P&A Dollars Per Invoice with Effective Displays and Selling Techniques
Saturday, Feb. 16 – 8 a.m. to 9 a.m.
In this entertaining, interactive seminar, you’ll see real examples on what works and what doesn’t work in your Apparel and Accessory departments. Jennifer Robison counsels dealerships coast-to-coast on ways to boost sales through more effective merchandising and sales approaches that work together, not separately. Learn how to train your team to come out from behind the counter and do effective product demonstrations. Get your sales team engaged when it comes to merchandising clothing and accessories. Learn what fixtures to use and how to “flow” the department to generate maximum sales. If your Apparel and Accessory sales need a boost, or if you’re just looking for “that one great idea,” don’t miss this high-paced, engaging presentation.
Jennifer Robison has spent more than a decade educating powersports retailers on merchandising, display, accessory sales, promotions and in-store marketing. At Tucker Rocky Distributing, she educates the distributor’s sales force and its dealers about the powersports apparel retailing business. She has lectured and written about powersports retailing, and delivers dealer educational workshops and seminars across the United States. Robison is a former columnist for Dealernews.
Selling to the Post-Recession Consumer: How to Turn
“Just Lookers” into Buyers
Friday, Feb. 15 – 9:15 a.m. to 10:15 a.m.
Saturday, Feb. 16 – 10:30 a.m. to 11:30 a.m.
Today’s customers are different – they’re more skeptical, more cautious. And that means your sales process must change. It’s a fact that the overwhelming majority of consumers simply don’t trust salespeople; but what’s not so widely known is that people don’t trust themselves with salespeople. So how do you win over this difficult opponent? It starts with slowing down your approach and building that trust. Join Mark Mooney as he shares real-world case studies and demonstrates a proven and quantifiable approach to convert more phone, Internet and showroom leads into sales.
Mark Mooney is director of Pied Piper Management Co. and manages Pied Piper Consulting for powersports retailers. He spent four years running Mohala Motorsports Consulting where he provided solution-oriented assessments and training for motorcycle dealerships. Mooney previously owned and operated a $10 million multiline motorcycle dealership, and spent seven years as a general manager for two other dealerships.
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