Service Providers

If it’s not about driving sales, then what is it about?

Bob McCann 2011The inaugural AIMExpo is right around the corner, and we’re dotting our i’s and crossing our t’s getting prepped for exhibiting at the show (Booth 923) as well as our educational sessions. I find it interesting to note the dealers who come to training sessions tend to be the leaders in the industry. I’ve got to believe this has something to do with their focus on continually educating themselves and evolving with the industry. This the perfect opportunity to absorb yourself in new ideas for your dealership and meet with your peers, manufacturers and business solution providers. I’m sure when you leave the show, you’ll be armed with powerful information and ready to draft your sales and marketing plan for 2014.

The sessions that I’m presenting will be squarely focused on one thing — DRIVING SALES. What else matters right?

On Thursday, Oct. 17, we’ll dive into the difference between web buyers and web-influenced buyers. Yes, there is a big difference, and learning how to sell to these unique customers is what will drive your business now and in the future. Your website is your most important and influential marketing tool. It is literally the first place new and existing customers go to check out your business. If the experience is positive, they either buy online, come on into your dealership or, at a minimum, leave with your brand name implanted in their brain. If the experience is poor, the impact is rather far-reaching. You potentially lost an existing customer who was impressed with your brick-and-mortar dealership or you have driven a potential new customer right to your competitor’s door. Learning how to capture the attention of web-influenced buyers requires you to rely on technology, since you don’t have the ability to meet-and-greet customers personally. Have I piqued your interest? Be sure to come to our session to learn step-by-step the way to reel in online and in-store buyers.

Investing in search engine marketing is essential to drive new, qualified traffic to your website, but only if used correctly. During our second session on Friday, Oct. 18, we’ll debunk five of the most common myths about search engine marketing (SEM) and share with you the truth behind the myths and show you how to get the most out of your search engine marketing dollars. Want to find out how many of these myths you think are true and, more importantly, have been following in your campaigns? Then, you’ll want to make this session part of your AIMExpo experience.

If you haven’t already made plans to attend, I encourage you to take part in the inaugural AIMExpo. The show promises to be one to remember! If you miss my sessions, stop by our booth and say hello to the team.

Bob McCann is ARI’s director of education. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers Sell More Stuff! — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage their website and eCatalog platforms to Sell More Stuff!   

Contact:; 877-806-2150


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