Dealer Expo to present a score of dealer business seminars

Publish Date: 
Feb 3, 2011
By Mary Slepicka

In February Dealer Expo will present nearly two dozen educational seminars designed to help dealers improve their management, marketing, sales and service operations.

The sessions, offered under the new Dealernews Learning Experience business education initiative, are being presented in an interactive format designed to facilitate discussion and enable participants to deploy new business tactics immediately upon returning to their stores.

The seminars will begin at 9 a.m. Friday, Feb. 19, and will run through Saturday afternoon in the Indiana Convention Center. The Learning Experience seminars are offered free of charge for registered dealer attendees of Dealer Expo 2011.

The Dealer Management Track is being led by former dealer principal Frank Esposito, who ultimately became president of Tucker Rocky and Global Motorsports Group and who now heads up Kendon Industries.

Esposito will present three workshops Friday: “Inspiration and Perspiration, and the Lessons of Change and Failure” at 9:15 a.m.; “Vision, Mission, Culture: Understanding Alignment of People, Products and Services” at 11 a.m., and “How to Listen to Your Customers” at 12:45 p.m. The same three workshops will repeat on Saturday. Those attending the Management Track sessions will receive a workbook to help them deploy new ideas at their stores.

The Dealer Sales Track features seven sales management sessions lead by Steve Zarwell, Neil Frame and Randy Sobel. Zarwell and Frame will lead seminars on “Knowing the Customer” Friday at 9 a.m. and repeating Saturday at 2:30 p.m.; “Relationship Selling” Friday at 11 a.m.; “Getting in the Customer Acquisition Business,” Friday at 2:30 p.m.; “Improving Customer Retention” Friday at 4:15 p.m.; and “Better Sales Business Practices” Saturday at 11 a.m.

Sobel will present “Selling to the New Types of Buyers” Friday at 12:45 p.m., repeating Saturday at 9:15 a.m.; and “Hiring Top Performers” Saturday at 12:45 p.m.

The Dealer Marketing Track, led by longtime marketing director at Cycle Gear Hank Desjardins, features four sessions. “Dealer E-Commerce in 2012” will be held twice, Friday at 9 a.m. and Saturday at 9:15 a.m. The e-commerce session will be co-presented by Desjardins and Craig Cervenka.

Other Marketing seminars include “Effective Events and Community Marketing,” presented by Desjardins and Heather Blessington, Friday and Saturday at 2:30 p.m.; “Social Media: Creating a Strategy for Your Dealership,” presented by Blessington at 12:45 p.m. both days; and “E-Mail Marketing,” presented by Cat MacLeod, Friday and Saturday at 11 a.m.

Renowned industry trainer and longtime Dealernews columnist Dave Koshollek leads an extensive Dealer Service Track of seminars. Koshollek himself will present a two-part seminar series called “Earn More, Waste Less, Work Smart,” with Part 1 held Friday at 9 a.m. and then Part 2 held Saturday at 2:30 p.m.

A team of experts from MMI will be in Indy to present a service seminar at 12:45 p.m. Friday entitled “How to Hire, Train and Retain Entry-Level Techs.” Mike Daniels of Daniels Performance will lead two sessions, a “Dyno 101” seminar Friday at 2:30 p.m. and a “Dyno Accuracy” seminar on Saturday at 12:25 p.m. Finally, C.R. Gittere will present two Service Track seminars, one on increasing service department revenue at 11 a.m. on Friday, and another on labor times and quoting a job on Saturday at 9:15 a.m.

The full seminar schedule is available at www.dealerexpo.com and will be listed in the free Pocket Guide to the show, which attendees will receive when they arrive at the Indiana Convention Center. Check the Dealernews Show Dailies, distributed onsite each morning, for schedule updates and additions.