Speaker Lineup Announced For ETI's ToolTech 2014 -

Speaker Lineup Announced For ETI’s ToolTech 2014

The Equipment and Tool Institute (ETI) has finalized the speaker lineup for its ToolTech 2014, which takes place April 28 through May 1 in Sonoma, Calif.

The Equipment and Tool Institute (ETI)
has finalized the speaker lineup for its ToolTech 2014, which takes place April
28 through May 1 in Sonoma, Calif.

The “Connected Shop” has been evolving
for almost two decades, with North American and European standards defining how
shop management systems, information systems and diagnostic tools can share
information in a seamless environment. What do these “connected” strategies
mean as the Connected Car becomes more pervasive in the car parc? ToolTech 2014
will explore the connected shop, both dealership and aftermarket, and how they
will interact with the connected vehicle. ETI has established a powerful lineup
of panel discussions and speakers from OE and aftermarket companies
participating in these “connected” environments – so that the automotive
service network is equipped to take advantage of these new technologies to
provide the services customers expect.

Keynote Speaker
Monday 3:30-5:00 p.m.
Integrating Digital and Social Media
into your Mix
Suse Barnes – President and Digital
Marketing Consultant – Susby Internet Solutions

OEM Panel – Question and Answer Session
with the Automakers
Tuesday 9-10:30 a.m.
Panelists: Bob Stewart, Aftermarket
Service Support and Brand Protection, GM; Wes Arnold, Assistant Manager,
Special Tools/Tool and Equipment Program, Honda; Tom Wall, Technical
Information and Diagnostics Manager, Toyota; Jim VonEhr, Manager, Technical Information
and Serviceability, Nissan; Nathan Knight, Regulatory Affairs Engineer,
Porsche; Kurt Immekus, Service Publications Regulatory Specialist, Volkswagen;
Dennis Blough, Director Marine and Auto Service – Division Head, Suzuki

Shop Owner/Technician Perspective Panel
Tuesday 10:45 a.m. – 12 p.m.
Panelists: Richard Kahn, Owner, Earth In
Upheaval; Harry Dhaliwal, Owner, Drive Rite Automotive; Scott Andrews, Owner,
Pacific Rim Automotive; Ray Paoletti, Owner, Personalized Auto Care; Jason
Smith, Technician, Dana Point Auto Service; Aaron Christaldi, Technician,
Paul’s Japanese Auto Repair

Connected Vehicle Session – Data and
Information Access
Wednesday 9 a.m. – 12 p.m.
Vehicle Data Ownership
Presenters: Stephen Finnegan – Manager, Government
and Community Affairs, Automobile Club of Southern California; Greg Brannon-
Director, Automotive Engineering and Industry Relations – AAA National Office

Safe and Secure Access to Vehicle Data
(The Vehicle Station Gateway)
Presenter: Greg Potter – Global Director
– Business Development and Product Management – DG Technologies

Access to Vehicle Manufacturer Training
Presenters: Mark Warren – Trainer – WORLDPAC
Technical Training Program; Rob Morrell – Director – WORLDPAC Training

Question and Answer Session on
Technology Integration and National Accounts
Thursday 9-10:30 a.m.
Panelists: George Hoffman, Manager Automotive
Assets, Sears Automotive; Martin Corbett, Director, Property Management
Purchasing and Service Equipment, Pep Boys

Panel Discussion on Collision Service
Thursday 10:45 a.m. – 12 p.m.
Panelists: Kelly Logan, Project Manager–Body
Repair Program, Tesla Motors; Dan Risley, President, ASA; Steve Marks, Industry
Technical Support Manager, I-CAR

For more information on the speakers and subjects that
will be presented at ToolTech 2014, click here.

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Phone Shoppers Made Easy

Although there is no silver bullet that will allow you to bring in every first-time caller, there are a number of things you can do to get more appointments. In this article, I would like to share some of the best practices your advisors can use that will generate immediate results.

By Bob
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vehicles being built better than ever before, and with service intervals
continually being extended, you are going to see your customers less often.
This means your service advisors are going to have to be razor sharp when the
phone rings. Although there is no silver bullet that will allow you to bring in
every first-time caller, there are a number of things you can do to get more
appointments. In this article, I would like to share some of the best practices
your advisors can use that will generate immediate results.
In order for
someone to buy from you, three things need to occur: They have to like you,
they have to trust you, and they have to view you as a credible expert. So when
your phone rings, the first thing your advisors need to sell is themselves; not
the service or repair. The best way of accomplishing this goal is with a
professional, courteous and upbeat greeting, such as “Thank you for calling
Elite Auto Care, this is Bob. How can I help you this morning?” By using these
words we’re showing appreciation, by volunteering the name of our company we’re
assuring the callers that they’ve called the right number, and by providing our
name we’re beginning to build personal relationships. By asking how we can
help, we’re asking a question that will allow us to control the conversation.
By being upbeat and using the right tonality, our likeability goes up, and the
customer’s anxiety goes down.
The second
thing your advisors will need to do is slow the conversation down so the
callers don’t feel rushed, and they’ll have to become good detectives by asking
a number of questions. By having the callers talk, it will take their focus off
of the price, and it will allow them to begin to feel more comfortable with
your advisors at the same time.
When it comes
to asking for the appointment, one of the best kept secrets I can share with
you is this: With rare exception, your advisors need to offer every caller a
choice of appointment times, and whenever possible, one of those options should
be for them to bring the vehicle in now. For example; “I can squeeze you in
now, or would 2:15 be better for you?”
When it comes to auto repair, customers love finality, which is why
providing the “now” option is a powerful sales tool.
Now here’s
the absolute best-kept secret for dealing with the tough first-time callers.
Every one of your advisors needs to be aware that many “price shoppers” are
asking for price just to start the conversation, and beyond that, with rare
exception, callers don’t know the questions they should be asking. This is why
it’s a good idea to ask your service advisors to write down a list of the
questions that they think an educated caller would ask. Once they have their
lists completed, and committed to memory, then it’s easy for them to respond to
price inquiries with a statement like, “Well Larry, I know price is important
to you, and it should be, but if you call five different shops today, you’ll
more than likely get at least five different prices. Some of the other
questions you might want to ask are how long they’ve been in business, whether
or not they have certified technicians and a drug-free workplace program, and
you might want to have them walk you through their diagnostic processes as
well. You might also want to ask them if they always explore all of the options
that are available to customers when it comes to any recommended repairs, what
kind of warranties they provide, and if those warranties are in writing.”  Ladies and gentlemen, I’ve closed hundreds,
if not thousands of tough first-time “price shoppers” using this technique, so
I know it will work for you.
 If you’re still not quite sold, then consider
this. If you take my recommendations, when those price shoppers start calling
other shops, you know as well as I do that they’ll more than likely ask some of
the questions your advisors suggested to them. Not only will your competitors
be caught off guard and struggle with the answers, but in each case, the
callers will be thinking of your advisors. This is when they’ll not only realize
how well your advisors handled the call, but they’ll trust your advisors, and
you bet; they’ll now view them as credible experts as well.
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