AADA CONVENTION FEATURE – THE BEST VALUE 90 MINUTES YOU WILL EVER SPEND – SALES & SERVICE

The AADA National Dealer Convention & Expo 2018 brings to Australia some of the world’s best automotive speakers. We want our members to get the most out of the Convention, but we understand that it is not always feasible to send your entire staff for the duration.

That is why we have the Tuesday Team Events – two 90-minute night-time (7pm-8.30pm) presentations specifically designed not to interfere with the running of your dealership. With sessions concentrating on both sales and service, it is intended to be an affordable way for local dealerships to give their staff the benefits of some of the best retail automotive brains in the business.

At just $99 per person, the Tuesday Team Events represent incredible value. To access them, you must have at least one full delegate from your dealership site registered to attend the Convention. And if you are serious about improving your business, you should definitely be in that boat.

On the sales side, we have David Kain, one of the world’s foremost authorities on digital sales, and for your service staff, leadership expert, Scott Stein, author of five books and consultant to more than 500 dealerships around the world.

Sales: Seven Digital Tools That Sales People Must Use and How To Use Them

The internet has changed everything. Consumers are so much savvier and do their homework – online – before they even set foot in a dealership.

A 2016 Google survey of people who had bought a car in the previous year found that buyers visited just one to two Dealers before purchasing, compared with five just a decade ago.
Six out of ten Australians are, at most, test driving one vehicle. They are doing their homework online and know what they want before they ever set foot in a dealership. Seventy five percent of the ‘research journey’ is spent online. That’s why Dealers must strive to ensure they provide prospective customers with the best possible online experience.

Store visits are dropping but sales are increasing. With the internet and mobile technology putting more information than ever at their fingertips, customers have evolved and their expectations are higher than ever.

David Kain will present a compelling session designed to help your sales and marketing teams understand and utilise the digital tools at their disposal.

David will dive into the ‘whys and hows’ of using search engines and social media platforms to drive your digital sales growth with an eye on reducing operational costs. He will explain the difference between search engine optimisation and search engine marketing, also known as the difference between free search and paid search.

David will present real life case studies, where US Dealers have effectively used search and social strategies to grow their businesses and explain how this can work in your dealership. He will lay out the investment of time and staff to make it work, with very clear answers on the commitment and elements necessary to replicate success in your market, and present solutions to balance and solve dilemmas Dealers face.

David will outline the importance of YouTube and present case studies highlighting how to effectively use this powerful marketing tool. Google gives YouTube videos a favoured position in search results, so if you are not using it you are missing out.

Attendees will be provided with Key Performance Indicators (KPIs) along with guided success paths showcasing how these platforms can increase sales, profits and market growth. You’ll want to arrive early and stay after to engage 1:1 with these automotive professionals with a keen desire to improve your results.

David has a unique background that includes automotive retail, OEM internet leadership and digital sales training and consulting. During his 20 years in retail, working in his family’s Dealer group, he served in various positions in sales and service, including Dealer Partner at Jack Kain Ford where he remains a partner today. His internet experience includes developing his own dealership internet operation and being a co-founder of FordDirect.com, the dealer/factory-owned joint venture that is the internet lead provider to Ford and Lincoln Dealers, where he served as the Chief Operating Officer until he developed KainAutomotive.com. KainAutomotive.com was ranked as the Dealer’s Choice #1 Internet Sales Training Company every year from 2008-2013 in Auto Dealer Monthly.

Service: Hacking Your Service Department: Leadership & Customer Strategies

Is your Service Department up to speed and being led in a way that is maximising the opportunity, or is it operating like the 1990s?

We all know that the majority of a dealership’s absorption is generated in fixed operations, however many service operations are lacking. This session is designed to allow you to start identifying

what areas you as a leader may need to ‘hack’ to change the culture, operations and customer experience in your service department.

At the end of this presentation the attendees will be able to:

  • identify if their service operations are stuck in the 1990s or if they are innovative and cutting edge – and ready for the future
  • understand the shift in customer expectations and whether or not their service department has kept up with these new trends – and what to do about it
  • analyse their current leadership approach including areas of focus and ability to delegate and get the best out of their staff, and
  • implement a range of service strategies that can improve the customer experience – including a number of leading approaches from overseas.

This highly interactive session will look at a range of research items and customer trend data that shows the disruption occurring in the current marketplace. It will also provide practical insights from Scott’s book: Leadership Hacks: Clever Strategies to Boost Your Impact & Results.

Scott Stein has worked with thousands of leaders from across the world, helping them become better leaders by fast-tracking their thinking and their approach with their people. He has a Masters in Communication and wrote his thesis on Teams. He is also an internationally-recognised Certified Speaking Professional (CSP).

Although he has worked in numerous industries, for the past 20 years he has focused on the automotive industry and been involved in International Automotive Manufacturer rollouts and Dealer group activities, as well as working directly with DPs and their management teams.

To date he has been in over 500 dealerships across Australia, Asia Pacific and the United States and uses these insights to share practical strategies that leaders can take to get more done in a smarter way. He is the author of five books.

These two sessions are a brilliant opportunity for your staff to learn from two of the best operators in the retail automotive world, at an incredibly low price. The question is not whether you can afford it; the fact is you cannot afford not to arm your staff with the knowledge of these two industry leaders.

The Tuesday Team Events are brought to you thanks to the support of Gumtree and MTAA Super. Gumtree is Australia’s local marketplace. They connect buyers and sellers in the local community to buy, sell and find just about everything. There are more than 2.5 million listings across hundreds of categories, including more than 150,000 cars for sale. Whether buying or selling, Gumtree makes it easy for users to find items in and around their local area.

MTAA Super is the national super fund for the Automotive Industry, and proud Platinum Sponsor of the 2018 AADA National Dealer Convention & Expo. Since 1989, they’ve grown to become one of Australia’s largest super funds and now drive the financial future of professionals from many trades and industries. They have over 230,000 members, and $11.2 billion in funds under management.

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