SEMA Kicks Off 2014 Webinar Series -

SEMA Kicks Off 2014 Webinar Series

SEMA will kick off its 2014 webinar series Thursday, Jan. 9, with popular SEMA Show speaker and noted author Christine Corelli who will deliver "Twenty Ideas in 20 Minutes - Driving Business Growth and Fueling High Performance: How to Create a Sales-Service Excellence Culture."

SEMA will kick off its 2014 webinar series Thursday, Jan.  9, with popular SEMA Show speaker and noted author Christine Corelli (www.christinespeaks.com), who will deliver “Twenty Ideas in 20 Minutes — Driving Business Growth and Fueling High Performance: How to Create a Sales-Service Excellence Culture.”

Getting customers is one thing. Between the challenges of escalating competition and "service savvy" customers, if you don’t excel in sales and every single aspect of the customer’s experience, they will take their buying power elsewhere. It’s that simple.

With the launch of the webinar, SEMA will implement a new format for the SEMA Education Institute (SEI). Traditionally hosted over a one-hour period, SEI will offer selected webinars in compact and concise 20-minute sessions. According to Zane Clark, SEMA’s director of education, “The shift serves to address our members’ busy schedules and challenges the presenter to focus the content on the key deliverables that will directly benefit our industry.”

In addition to the reduced session length, SEI also will offer sessions on Tuesdays (typically hosted on Thursdays) and incorporate new formats, such as video conferencing and live interviews.

Be sure and save the dates for other webinars that will be hosted through SEI during the first part of 2014:

• Feb. 6: "Opportunities for Growth: Working With the Top Auto Manufacturers," presented by Automotive Industry Action Group (AIAG).

• Feb. 20: "So You Want to Be in Pictures? A How-to and the Pros and Cons of Product Placement in Film," presented by Mark McFann, Cast a Long Shadow.

• March 4: "SEMA Garage: Product Development and Innovation," presented by Mike Spagnola, SEMA.

• March 18: "911 Customer Service in 20 Minutes — Eight Words That Kill the Deal,” presented by Nancy Friedman, The Telephone Doctor (www.nancyfriedman.com).

• April 17: "Volunteering at SEMA: Grow Your Contacts, Grow Your Business," presented by SEMA Councils and Networks.

SEI webinars provide representatives of SEMA-member companies with timely updates and sessions covering best business practices, industry trends, sales and marketing and more. Participants don’t have to leave the desk or office to benefit from a session, and they can interact via the live webinar or download the session when it’s convenient. SEMA webinars are free to SEMA members and $29 for non-members.

For more information and to register, visit www.SEMA.org/webinars.

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The True Cost Of Comebacks

Comebacks are a hot topic today. You need to track all comebacks, determine the reason (tech error, part error, training issue, other) and then calculate the true cost of the comeback.

By Joe Marconi of Elite
Comebacks are a hot topic today. You need to track
all comebacks, determine the reason (tech error, part error, training issue,
other) and then calculate the true cost of the comeback.
Here are a few things to consider:
• The loss of time when performing the comeback; time that the tech can use to
perform other work and generate profit;
• The misc costs, such as overhead costs, supplies, cleaners, etc.;
• Towing costs, rental, etc.;
• Cost to morale;
• Reputation damage; and
• Reduction to your profit margin.
For every part issue, you need to
inform your supplier. Sit down with suppliers on a regular basis. Don’t return defective
parts until you have listed the parts, and maintain a report. Document
everything.
Part issues are increasing. Every shop
owner I speak to is frustrated over this.
Remember, comebacks kill your bottom
line. The more comebacks you have, the more they’re killing your profits.
This article was contributed by Joe Marconi.
Joe is one of the 1-on-1 business coaches who helps shop owners through
the Elite Coaching Program, and is the
co-founder of autoshopowner.com.

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