AAPEX Learning Forum To Offer Sessions on Marketing, Sales And Branding

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AAPEX Learning Forum To Offer Sessions on Marketing, Sales And Branding

AAPEX Learning Forum sessions with a focus on evolutionary techniques will cover turning phone shoppers into buyers, how to build brand strength, tactical team planning and selling to increase a team's selling success.

Counterman Staff
By Counterman Staff
Published:

MOKENA, Ill. — The Automotive Aftermarket Products Expo (AAPEX) 2013 Learning Forum will offer several sessions on successful sales and marketing approaches that are evolutionary and revolutionary to help buyers grow their business. AAPEX is set for Tuesday, Nov. 5, through Thursday, Nov. 7, at the Sands Expo Center, Las Vegas, Nev.
 
AAPEX Learning Forum sessions with a focus on evolutionary techniques will cover turning phone shoppers into buyers, how to build brand strength, tactical team planning and selling to increase a team’s selling success. Revolutionary techniques will focus on marketing and selling to millennial consumers, the latest in sales and marketing technology, mobile marketing and taking advantage of the import parts explosion.
 
The following marketing, sales and branding sessions will be presented by professional speakers and industry experts:
 
            • Brand Supremacy: Building Brand Strength in the Automotive Aftermarket
            • Marketing and Selling to Millennial Consumers
            • Import Parts Explosion: Are You Taking Your Share?
            • SWAT Team Selling: Leading Your Team to a Competitive Advantage
            • Implementing Account Planning to Increase Your Team’s Selling Success
            • Sales and Marketing Trends: The Latest Technology That Will Increase Your Cash Flow
            • The Three Quickest Ways to Grow Your Bottom Line with Mobile Marketing
            • Handling the Phone Shopper: Turning Phone Shoppers Into Customers
 
This year’s Learning Forum will feature nearly 40 free sessions, the highest number ever offered at AAPEX. Sessions will begin on Monday, Nov. 4 – the day before the official start of AAPEX – and continue through Nov. 7. Attendees are encouraged to make their travel plans accordingly.
 
All sessions are accredited by the University of the Aftermarket toward the Automotive Aftermarket Professional (AAP) and Master Automotive Aftermarket Professional (MAAP) professional designations. Sessions will be held at the Venetian Hotel, on the Venetian/Palazzo Congress Center Level 1, Marco Polo Rooms 701-707. Since the sessions are free-of-charge, seating is first-come, first-served.
 
For a list of topics, speakers, session descriptions and a schedule, visit the AAPEX Learning Forum, www.aapexshow.com/education.
 
AAPEX represents the $477 billion global motor vehicle aftermarket and is jointly sponsored by the Automotive Aftermarket Industry Association (AAIA) and the Automotive Aftermarket Suppliers Association (AASA). For more information, please visit www.aapexshow.com or e-mail: [email protected].
 

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Customer Service: How It’s Done

Customer service should be your number one priority, and it all starts with the greeting.

Eric Garbe
By Eric Garbe
Eric Garbe is a graduate of Columbus State Community College with a degree in Automotive Maintenance Technology. He has extensive independent and dealership field experience as a technician and shop owner and is an ASE Certified Master Technician and former Adjunct Automotive Professor. He has been professionally writing automotive technical articles and documents for many years and in his free time enjoys restoring old cars and creating custom interiors and upholstery.
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This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

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