FOR THE TRANSMISSION REBUILDING INDUSTRY

ATRA DC

Don Hutsonexpert onsellingvalue!

Jim Cathcartwrote the

book onrelationship

selling!

52 GEARS July 2013

Its been a long time coming, butfinally something importantsomething of value will getdone within the borders of the Districtof Columbia. Because this yearsATRA Powertrain Expo will be heldin our nations capital, September 19ththrough the 22nd.

And this year the managementseminars have a fresh look a newfeel and a stronger, more powerfulmessage than ever before. Weve mixedsome new faces with a few popularpresenters of yesteryear to create a pro-gram thats sure to take your shop to thetop and keep it there!

One of the first speakers at thisyears Expo will be perennial favoriteMaylan Newton. Maylans the CEO ofESi Educational Seminars Institute.

As a preferred instructor for orga-nizations like ASCCA, ASA, ATRA,BIMRS Group, and CARS expos,Maylan understands the issues facingthe automotive industry, and he alwaysbrings a fresh approach to overcomingbusiness obstacles. This year, Maylan

will be focusing on Confident Selling.His point is simple: If youre going

to sell successfully, you need to haveconfidence in your product in yourservice in your pricing and in yourability to sell. If you lose confidence inany part of the chain, itll reflect in yoursales message. Its the truly confidentsalesperson who makes the sales, timeafter time.

Danny Sanchez is another familiarface at Expo. His company, AutoshopSolutions, builds state-of-the-art websites and handles internet marketing forsome of the most successful shops inthe industry.

Dannys talking about the valuein creating an identifiable brand foryour shop. Hes going to demonstratethe many components that define abrand, and show you how to create abrand identity for your shop. And hellexplain how that brand identity cantranslate into big bucks for you.

Dave Riccio, owner and operatorof Tri-City Transmissions in Tempe,Arizona, may well be the recognized

king of clearly defined processes andprocedures. His success in the trans-mission repair business is the stuff oflegends. For more, check out his profilein the January/February, 2011 issue ofGEARS.

Dave will be discussing the stepsyou can take to provide your customerswith that something extra that makesthem glad they chose to bring theircars to your shop. Hell show you howto turn perceived value into real valuethatll have your customers referringyour shop to all their friends.

A new face on the Expo manage-ment stage is Don Hutson, CEO of U.S.Learning. Don is a member of the pres-tigious Speakers Roundtable. He waselected by his peers to the presidency ofthe National Speakers Association, andreceived its coveted Cavett Award asmember of the year. Hes been inductedinto NSAs Speakers Hall of Fame andis a New York Times bestselling author.

During Dons seminar, youll learnhow high performers are able to getconsistently positive results. The key

ATRA DC

Take Your Shop to the Top!...at Expo!

Danny Sanchez

Jim Cathcart

Maylan Newton

Bill Haas

Dave Riccio

Jordan Olivas

Don Hutson

Larry Winget

GEARS July 2013 5353GEARS July 2013GEARS July 2013GEARS July 2013GEARS July 2013GEARS July 2013

is to sell value instead of cutting theprice. And hell teach you the seventypes of differentiation the key issuesthat separate you from your competi-tion.

Don will also be tackling how toanalyze need: The concept of Need-Do has been a defining principle ofthe Whats Working program since itsinception. But it begs the question:How can you tell what the customerreally needs? Don will help you answerthat: Hes going to provide you withsome targeted questions that can helpyou read your customers, to learnwhat they need and allow you to targetthe issues that concern them.

By learning to read your customers,you can adjust your sales techniques tomake sure that what youre offering todo is really what that customer needs.

Another new speaker at this yearsExpo is Jim Cathcart of the CathcartInstitute. Jims listed in the professionalSpeaker Hall of Fame, is a recipient ofthe prestigious Golden Gavel Award,has been the president of the NationalSpeakers Association, and received theCavett Award for a lifetime of service.Hes also a New York Times bestsellingauthor.

In 2007 he was listed as oneof the Top 100 Minds on PersonalDevelopment by Leadership Excellencemagazine. The San Diego chapter of theNational Speakers Association renamedtheir member of the year award the JimCathcart Service Award. For more,check out Jims profile in the October/November 2012 issue of GEARS, or hissubsequent article series.

Jims going to be examining rela-tionship selling as an asset. As heexplains it: The whole point of rela-tionship selling is building profitablebusiness relationships. If it isnt profit-able, you cant sustain it.

Someone trying to sell you some-

thing isnt your business friend yet. Abusiness friend is someone whos yourpartner in problem solving.

Its about your intentionality ifits your intention to become a businessresource, and become known as notonly a good business person but also agood person, youll attract more busi-ness and more referrals.

Next up is another newcomer tothe Expo management lineup: BillHaas, owner of Haas PerformanceConsulting. Bills going to be speakingabout marketing to Generation X andY. Turns out, marketing isnt the samegame as it was back when you wereselling to the Baby Boomers and theirparents.

Gen X and Y dont read newspa-pers and they dont open the phonebook. They Skype, they Tweet, theytext, and they Google. And they dothings that have some of us old-timersscratching our heads.

You cant ignore them: Theyvebecome a huge segment of the con-sumer market, and theyre still growing.You need to be able to reach out to themand speak to them in their language.Bill will be showing you ways to dothat.

Hell be followed by JordanOlivas, marketing and operations man-ager for Budget Transmission Mastersin Albuquerque, New Mexico. If youwere at last years Expo, Jordans theyoung fellow from the audience whowas so outspoken about the value ofsocial media.

Jordans a millennial; generallythose folks who were born between theearly 80s and the turn of the century.They were born with a smartphone inone hand, and they have ways of find-ing a needle in a haystack at a momentsnotice. And theyll be able to identifywho made the needle and where youcan buy one for less.

That level of savvy demands anequally savvy approach to marketingand communicating when dealing withthem. Because whatever you tell them,you can bet theyll verify every wordyou say in the blink of an eye.

Jordans going to share some ofthe marketing and business techniquesthat millennials seem to have encodedin their DNA. Hell show you how toreach them, what theyre looking for ina shop, and how to address their smart-phone mentality. And hell help youlearn to reach out and serve this grow-ing segment of the consumer market.

This year well also get a repriseof Larry Wingets standup presenta-tion. Larry offers his no-holds-barredapproach to business and success, andhis observations on life are humorousand insightful.

The fact is, the business is chang-ing every day (seriously, there has tobe a way I can get paid every time Isay that!) And the one absolute trick toremaining profitable in this changingenvironment is to be prepared for thenew market thats heading your way.

This years management programhas a new face in fact, several newfaces! and a more powerful messagethan ever before. Its about taking yourshop to the top and keeping it there.Hard to argue with that goal!

If youre serious about your busi-ness, you have to make the time to cometo this years Expo. No more excuses:This is your year to turn the corner to anew level of profitability and success.And it begins in Washington, D.C. VisitATRAs new Expo web site www.PowertrainExpo.com to make yourarrangements to attend.

Sign up today, and well look foryou in our nations capital!

WASHINGTON, DC

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