Dealership University announces seminar lineup for 2012 Indy shows


Dealership University has released the preliminary program of educational seminars that will be presented during the 2012 Dealer Expo and American V-Twin Dealer Show.

“We will focus on how … dealers can generate more traffic on the web, on the phone and in the store, and then we’ll take a closer look at how to increase conversion ratios and value per customer,” said Rod Stuckey, president and founder of Dealership University. “When all of these methods are implemented simultaneously, it can have a massive positive impact on a dealer’s bottom line.”

The Dealership University seminars are segmented according to the four main operational areas of a dealership – management, sales, service and marketing. Seminars will start Friday morning, Feb. 17 and run through Sunday, Feb. 19. All sessions will be held in the Indiana Convention Center and are available free to registered attendees of both shows.

Here’s a summary of what’s going to be offered:


Managing the Sales Department: Key performance indicators to help you sell more vehicles. Learn the seven sales department key performance indicators to help you sell more vehicles and make more money. Whether you’re a brand-new dealer trying to identify the latest sales trends, or a V-Twin veteran looking for updated best practices and industry benchmarks in this new economy, this seminar is a ‘can’t miss’ for you.

Managing the P&A Department: Using metrics to boost earnings and reduce inventory. This session is perfect for Parts and Accessories Department managers and owner/operators. It will reveal the critical statistics required for you to achieve maximum department profitability while minimizing the detrimental effects on cash flow created by obsolete inventory that doesn’t sell.

Managing the Service Department: Making it more profitable, and easier to manage. Scheduling and dispatching work, ordering parts, closing out repair orders, handling warranties, dealing with the Sales Department, and working with customers  are just a sampling of the things you must structure to achieve success in the Service and Customization areas. This seminar will give you proven, real-world methods to increase department performance (and your quality of life).



Online Reputation Management – It’s a Whole New World Out There. More than 80 percent of consumers now visit websites to research products and even repair services before they buy. Reviews of your shop are being prominently displayed on these sites, whether you like it or not. Your online reputation is turning into the foundation of your entire marketing program. This seminar will discuss ways you can use to ensure your business has a loyal following and an impeccable reputation online.

Social Media and Mobile Marketing – Drive Buyers to Your Storefront. It took television 13 years to reach 50 million users; it took Facebook nine months to reach 100 million. Smart phone use continues to swell as more consumers use mobile devices as their “pocket PC.” What this all means is that in today’s market, consumers dictate the way they communicate with you, not the other way around. This seminar will show you how to use digital media to drive buyers to your website – and your storefront.

Multichannel Event Marketing – A Dealer’s Guide to Hosting Events. Some dealers not only survived during the Great Recession, but also thrived. How do they account for their growth in a down economy? EVENTS. But beware: There’s an art and a science to promoting and marketing an event without losing your shirt. Get a “behind the curtains” look at how top dealers are successfully executing events to build customer relationships, boost sales, and maximize CSI.

Traditional Media Marketing: A Vital Part of Your Strategy. Radio, TV, direct mail and other traditional marketing avenues are often perceived as old-school marketing tactics that are out-of-date in today’s sexy, new-media world. But conventional media has an important place in today’s local store marketing strategy. You know your target audience – but what is their preferred media, and what type of message will deliver a reaction? Learn time-tested marketing approaches that are not only relevant – but still extremely effective.

The Psychology of Merchandising: Tools You Can Use Now. It’s called “Merchandising Psychology,” and with it you can control your customers, increase their awareness of the products in your shop, and boost impulse purchases. This session will teach you how to develop effective customer traffic flow, how to select the right fixture for the right merchandising job, and how to master the “Seven Basics” of effective product merchandising so you can put them to use immediately after Indy.



The Unique Selling Proposition: How to Uncover It, How to Integrate It. “Why should I choose your dealership over any and every other available option to me?” Consider the strength of your answer. Is your staff confident and knowledgeable enough to convey your shop’s Unique Selling Proposition with every customer, every prospect? Knowing the answer to this simple (yet profound) question builds the foundation for your business and helps you stand out from your competitors.

Five Fundamentals of Sales – And Why It’s Time to Revisit Them. Selling skills, work habits, attitude, product knowledge and phone/Internet skills are required components for maximizing customer conversion and value per customer. Regardless of what department you work in, or whether you manage them all, this seminar will revisit the specific proven strategies to help you improve customer satisfaction and make more money.

Maximize Sales through CRM. If you look at the average “lifetime customer value” (LCV) for your dealership, you’ll see that each customer you have is worth a sizeable amount over the total time period they do business with you. Even the smallest shops can use Customer Relationship Management (CRM) principles and techniques to identify what a single customer is “worth” to your business, and then determine exactly what you can invest to “acquire” new customers. Discover a systematic approach for maximizing your LCV through consistent relationship-building with your customers.



Service Department 101 – Time to Revisit What Works. “Some people try to find things in this game that don’t exist, but football is only two things – blocking and tackling.” This famous quote by legendary coach Vince Lombardi illustrates the importance of consistently executing the foundational components required to be successful. Whether you’re a seasoned Service veteran or a brand-new tech, this seminar will provide you with the fundamental tools you need to build a winning Service Department.

How to Boost Your CSI. As every dealer knows, the Customer Satisfaction Index is your key to long-term repeat and referral business. But in a struggling economy it can be difficult to please everyone. Learn ways to build a “top down” approach to customer satisfaction that can soon become part of your store culture.

360-Degree Service Selling – Increasing Your RO Value. “Selling” and “service” are two words that don’t often go together. If your Service Department isn’t recommending add-ons and suggesting accessories, it’s going to cost you in the long run. This seminar – equally useful for staff as well as owners – provides you with a systematic approach to boosting Repair Order value, and making happier customers along the way.

Boosting Performance Through Productivity and Efficiency. How many billed hours did your technicians post in comparison to the hours that were available? Learn how to evaluate this and other metrics so that you can implement ways to make more money for the technicians and your shop, and shorten turnaround time as a result.

Check back for updates throughout the fall.