JULY 2014 THE SELLING CULTURE - RVDA · Maybe your salespeople aren’t the problem. Maybe the...

Go RVing Exhibits at Jamboree in the Hills This Month page 24

JULY 2014

THE SELLING CULTUREMaking Sure the EntireDealership is Involved

page 10

ALSO:

5 Techniques to Improve F&I Sales Skills page 12

Warning Signs You Shouldn’t Ignore in theAccounting Department page 14

6 Looking ahead 7 Chairman’s report 8 Officers, directors,

and delegates 9 Industry trends27 Mike Molino RV

Learning Centercontributors

28 RVDA endorsedproducts

30 RV industry’straining calendar

30 Advertisers index

C O N T E N T S July 2014

22 2014 RV Dealers InternationalConvention/Expo Registration

24 Go RVing Kicks Off Special-EventMarketing Efforts with Media Partners

A L S O :IN EVERY I S SUE :

10 Listen to Me, It Takes More Than aSalesperson to Sell

Maybe your salespeople aren’t the problem. Maybe theentire dealership needs lessons in how to listen tocustomers.

12 5 Techniques to Improve F&I Sales Skills Here are five skills that can turn a good F&I

professional into a great one, plus techniques forincreasing profits, loan approvals, deliveries, andcustomer service.

14 10 Symptoms of Poor DealershipAccounting

Even if you’re not an accountant, these 10 situationsshould set off alarms. Act now to correct them.

18 Summer Preparedness: The Office Dress Code

If you want your employees to be comfortable – butnot too comfortable – you’d better spell it out for them.

20 2014 Convention/Expo to Open withTraining Expert Doug Lipp

Doug Lipp, who headed the training team at Disney’scorporate headquarters in the ‘80s, will explain how topcompanies evolve to meet the demands of their ever-changing markets.

20 Hiring an Intern Legally Federal laws are very specific when it comes to whether

or not interns must be paid. Under certaincircumstances, they’re entitled to minimum wage.

5JULY 2014

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6 RV EXECUTIVE TODAY

One of the things I mostadmire about RV

dealers is their ability togauge the demand for RVsin their market and thenorder their inventory tomeet that demand.

When I ask dealers howthey do it, I get a variety ofanswers. A little science, alittle art, and an advanceddegree from the school ofhard knocks are common responses.

When I asked about the “science” partof the inventory management equationprior to the recession, several dealers toldme they watched local housing starts as anindicator of their market’s economic health.

According to the University ofMichigan’s Dr. Richard Curtin, who spokelast month during RVIA’s CommitteeWeek, that indicator may be changing.

Trends in housing starts showed aclose relationship with RV shipments until2009. Since the start of the recovery, thecorrelation is no longer holding true onthe national level. Curtin says this hasmade housing starts a less reliable indi-cator of trends in RV shipments.

So what is the new indicator? Take alook at car and light truck sales for thepast five years. While trends in vehiclesales used to show a weak correspondencewith RV shipments, in the past decade,these two trend lines have become nearlyidentical. (See chart above right.)

Sales in the light vehicle segment,especially trucks and SUVs, continue toimprove for most automakers. Demand forGM’s new pickup trucks was strong inMay. GM sold about 8 percent moreChevy Silverado pickups and 14 percentmore GMC Sierras. GMC saw an overall8 percent increase in sales. Cadillacclimbed just over 6 percent, thanks to theEscalade SUV.

At Chrysler, strong demand for Jeepand Ram pickups led the company to its50th consecutive monthly advance. Jeepsales, fueled by the new Cherokee andGrand Cherokee, increased 58 percent,and Ram pickup deliveries were up 17percent.

Ford truck sales dipped slightly inMay, but analysts said consumers are mostlikely waiting for the introduction of theall-new 2015 Ford F150 full-size pickuptruck later this year. So far, the new F150is getting good advance reviews for itscombination of power and fuel economy.Ford also has a new Super Duty in thepipeline for 2016.

Today’s truck and SUV buyers have alot of quality vehicles from which tochoose, with more coming as automakerssay they will continue to invest in newtechnology to boost power and fueleconomy.

This is all good news for an industrydependent on tow vehicles. Of course,Curtin cautions that past performance isno guarantee of future results, but itappears that the corresponding trend linesfor light vehicle sales and RV shipmentswill continue for the foreseeable future.

I hope you’re enjoying summer so far,and thanks for your support.

LOOKIN

GAHEAD

President: Phil Ingrassia, CAE

Vice President forAdministration:Ronnie Hepp, CAE

Editor:Mary Anne Shreve

Graphic Designer: Ginny Walker

RV EXECUTIVE TODAY

RV Executive Today is published monthly by theRecreation Vehicle Dealers Association ofAmerica at 3930 University Drive, Fairfax, VA22030-2515. Periodicals postage paid at Fairfax,VA 22030 USPS No. 062450. Issued monthly toall RVDA members as a membership benefit paidfor by their dues.

Postmaster please send address changes to: RV Executive Today, 3930 University Drive,Fairfax, VA 22030-2515 The annual subscriptionrate of $30 is a part of membership dues.

Editorial/Business Office: 3930 University Drive, Fairfax, VA 22030-2515Phone (703) 591-7130 FAX (703) 359-0152

RV Executive Today (ISSN #1088-873X) Volume 18, Issue 7

For advertising information contact:Julie Newhouse, Marketing Manager, (703) 591-7130 x 103

RVDA STAFF Chuck BoydDealer Services Manager

Hank FortuneDirector of Finance

Jeff KurowskiDirector of Industry Relations

Julie Anna NewhouseMarketing Manager

Brett Richardson, Esq., CAEDirector of Legal and RegulatoryAffairs

Julianne RyderMarketing Communications Specialist

Patricia WilliamsAccounting Clerk

MIKE MOLINO RV LEARNING CENTER STAFF Karin Van DuyseChief

Liz FlemingEducation Coordinator

Tony YermanRV Service Consultant –––––––––––––––––––––––––––––––––––Isabel McGrathTechnician Certification Registrar

Keeping an Eye onLight Vehicle Sales By Phil Ingrassia, CAE, president

Source: Reuters-University of Michigan Surveys of Consumers/RVIA

Ihope all the dads out there had a great Father’s Day. Ifelt like a king for the day, then reality struck Mondaymorning and I had to take out the trash.

We’re six months into the year now, and many of usare evaluating inventory levels. This is a critical time, sincewe have a limited selling season left to make the necessaryadjustments. In the same vein, this is a good time to takestock of some vital association issues.

One of the main reasons we belong to RVDA isadvocacy. Currently, the top issue facing the association isthe guidance issued last year by the Consumer FinancialProtection Bureau regarding dealer-assisted financing. Theguidance pressures finance companies to eliminatedealerships’ ability to discount the interest rates offered tocustomers who finance their purchase. RVDA believes thiswill increase vehicle financing costs for consumers andlimit the credit options available for vehicle loans. TheCFPB issued this policy without first studying how itwould affect the auto finance market and credit-challengedconsumers – and without prior notice or opportunities forthe public to comment.

Rep. Marlin Stutzman (R-IN) recently introduced abill called the Bureau Guidance Transparency Act (H.R.4811) that would rescind the policy and require moretransparency and safeguards in the bureau’s guidance-writing process. Specifically, the bill would require thebureau to provide a public comment period before issuingfinal guidance on regulations and to make public thestudies, data, and analyses it used in preparing theguidance.

RVDA and its allies worked together to get the billpassed out of committee. Massachusetts was one of thestrategic states that we targeted, seeking support fromDemocrats on this bipartisan issue. RV dealers were askedto call and write in for legislators’ support of theStutzman bill.

On June 11th, three of the Democrats that RVDA andits allies targeted joined with 32 Republicans to pass thebill out of the House Financial Services Committee. In acollaborative effort with RVIA, NADA, the AmericanFinancial Services Association (AFSA) and others, we wereable to take a step closer in reforming the CFPB.

This victory is one example of the value of our associ-ation. Advocacy is like health insurance – until youactually need it, it’s hard to see why you should pay for it.I thank Brett Richardson, our director of regulatory and

legal affairs, and Phil Ingrassia, who have championed thisextremely important issue for all of us.

Another example of the value of RVDA membership:the annual RV Dealers International Convention/Expo,which takes place this year at a new time and locale. Thedates are November 10-14, and we’re moving out of theRio to Bally’s on the Las Vegas Strip. Register for theconvention now and buy the plane tickets. With theindustry on the upswing, we have some cash again, andnow is the time to invest in our future. The convention isso big that it’s impossible for one person to cover it alleffectively, so bring your people along. It’s time to investin their future, too. See pages 22 - 23 for the registrationforms.

Here’s a sample of some of the workshops you’ll find this year: • Social Media/E-marketing – a new education track

will include search engine optimization, reputationmanagement, and more.

• Recruiting and retaining employees – creative ideasfor both. I’ll definitely have someone from ourcompany in this seminar. This is a real problem formany of us – where do we find the next generation oftechnicians and other key personnel?

• Compliance – This is one subject that keeps me up atnight. We can never learn enough about what’srequired of us in an increasingly regulated environ-ment.

My hat is off to the conventioncommittee and staff for putting togetheran outstanding program that covers allaspects of our businesses.

A Legislative Victory for RV Dealers By Jeff Hirsch, chairman

CHAIR

MAN’S

REPORT

7

P.S. Here’s an update on the transport drivershortage issue. RVIA has started working with aNew Jersey company called the EmploymentNetwork. RVIA hopes the company will be able toadd qualified transporters from around the country.


ChairmanJeff HirschCampers Inn of KingstonKingston, NH(603) [email protected]

1st Vice ChairmanJohn McCluskeyFlorida Outdoors RV CenterStuart, FL(772) [email protected]

2nd Vice ChairmanBrian WilkinsWilkins R.V. Inc.Bath, NY(607) [email protected]

TreasurerDarrel FriesenAll Seasons RV CenterYuba City, CA(530) [email protected]

SecretaryTim WeggeBurlington RV SuperstoreSturtevant, WI(262) [email protected]

Past ChairmanAndy HeckAlpin HausAmsterdam, NY(518) [email protected]

DirectorWill JarnotPleasureLand RV Center Inc.St. Cloud, MN(320) [email protected]

DirectorMike ReganCrestview RV CenterBuda, TX(512) [email protected]

DirectorRod RuppelWebster City RV Inc.Webster City, IA(515) [email protected]

DirectorRon ShepherdCamperland of Oklahoma, LLCTulsa, OK(918) [email protected]

RVRA RepresentativeScott KrenekKrenek RV CenterColoma, MI(269) [email protected]

RVAC ChairmanTom StinnettTom Stinnett Derby City RVClarksville, IN(812) [email protected]

RV Learning Center ChairmanJeff PastoreHartville RV CenterHartville, OH(330) [email protected]

DELEGATESAlabamaRod WagnerMadison RV SupercenterMadison, AL (256) [email protected]

AlaskaKevin BrownArctic RV & Interior TopperFairbanks, AK (907) [email protected]

ArizonaDevin MurphyFreedom RV Inc.Tucson, AZ(520) [email protected]

CaliforniaTroy PadgettAll Valley RV CenterActon, CA (661) [email protected]

ColoradoTim BilesPikes Peak TravelandColorado Springs, CO(719) [email protected]

ConnecticutChris AndroHemlock Hill RV Sales Inc.Milldale, CT(860) [email protected]

DelawareRyan HorseyParkview RV CenterSmyrna, DE(302) [email protected]

FloridaRob RothenhauslerOcean Grove RV SupercenterSt. Augustine, FL(904) [email protected]

GeorgiaDoc AllenC.S.R.A. Camperland Inc.Martinez, GA(706) [email protected]

IdahoTyler NelsonNelson’s RVs Inc.Boise, ID(208) [email protected]

IllinoisRichard FlowersLarry’s Trailer Sales Inc.Zeigler, IL(618) [email protected]

IndianaNathan HartWalnut Ridge Family Trailer SalesNew Castle, IN(765) [email protected]

IowaJeremy KetelsenKetelsen RV Inc.Hiawatha, IA(319) [email protected]

KansasBill HawleyHawley Brothers Inc.Dodge City, KS(620) [email protected]

KentuckyNeVelle SkaggsSkaggs RV CountryElizabethtown, KY(270) [email protected]

LouisianaJim HicksSouthern RV Super Center Inc.Bossier City, LA(318) [email protected]

MarylandGreg MerkelLeo’s Vacation Center Inc.Gambrills, MD(410) [email protected]

MassachusettsMarc LaBrecqueDiamond RV Centre Inc.W. Hatfield, MA(413) [email protected]

MichiganChad NeffAmerican RV Sales & ServiceInc.Grand Rapids, MI(616) [email protected]

MinnesotaWill JarnotPleasureLand RV CenterSt. Cloud, MN(320) [email protected]

Mississippi Stephen (Snuffy) SmithCountry Creek RV CenterHattiesburg, MS(601) [email protected]

MissouriSheri WheelenWheelen RV Center Inc.Joplin, MO(417) [email protected]

MontanaRon PiercePierce RV SupercenterBillings, MT(406) [email protected]

Nebraska Tony StaabRich & Sons Camper SalesGrand Island, NE(308) [email protected]

NevadaBeau DurkeeCarson City RV SalesCarson City, NV(775) [email protected]

New HampshireScott SilvaCold Springs RV CorporationWeare, NH(603) [email protected]

New Jersey Brad ScottScott Motor Home Sales Inc.Lakewood, NJ(732) [email protected]

New MexicoRick SchollRocky Mountain RV WorldAlbuquerque, NM(505) [email protected]

New YorkJim ColtonColton RVN Tonawanda, NY(716) [email protected]

North CarolinaSteve PlemmonsBill Plemmons RV WorldRural Hall, NC(336) [email protected]

North DakotaMichelle BarberCapital R.V. Center Inc.Minot, ND(701) [email protected]

OhioDean TennisonSpecialty RV SalesLancaster, OH(740) [email protected]

OklahomaRon ShepherdCamperland of Oklahoma, LLCTulsa, OK (918) [email protected]

OregonKory GoetzCurtis Trailers Inc.Portland, OR(503) [email protected]

PennsylvaniaGreg StarrStarr’s Trailer SalesBrockway, PA (814) [email protected]

Rhode IslandLinda TarroArlington RV Super Center Inc.East Greenwich, RI(401) [email protected]

South CarolinaGloria MorganThe Trail CenterNorth Charleston, SC (843) [email protected]

South DakotaLyle SchaapSchaap’s RV TravelandSioux Falls, SD(605) [email protected]

TennesseeRoger SellersTennessee RV Sales & Service,LLCKnoxville, TN(865) [email protected]

TexasMike ReganCrestview RV CenterBuda, TX(512) [email protected]

UtahJared JensenSierra RV CorpSunset, UT(801) [email protected]

VermontScott BordenPete’s RV CenterSouth Burlington, VT(802) [email protected]

VirginiaLindsey ReinesReines RV Center Inc.Manassas, VA(703) [email protected]

WashingtonRon LittleRV’s Northwest Inc.Spokane Valley, WA (509) [email protected]

West VirginiaLynn ButlerSetzer’s World of Camping Inc.Huntington, WV(304) [email protected]

WisconsinMick FerkeyGreeneway Inc.Wisconsin Rapids, WI(715) [email protected]

WyomingSonny RoneSonny’s RV Sales Inc.Evansville, WY (307) [email protected]

VACANTArkansasHawaiiMaine

AT-LARGEBob BeenAffinity RV Service Sales &RentalsPrescott, AZ(928) [email protected]

Randy CoyDean’s RV SuperstoreTulsa, OK(918) [email protected]

David Hayes Hayes RV CenterLongview, TX(903) [email protected]

Ed LerchLerch RVMilroy, PA (717) [email protected]

Scott LoughheedCrestview RV CenterBuda, TX(512) [email protected]

Mike RoneSonny’s RV Sales Inc.Evansville, WY(307) [email protected]

Adam RuppelWebster City RV Inc.Webster City, IA(515) [email protected]

Rod RuppelWebster City RV Inc.Webster City, IA(515) [email protected]

Joey ShieldsPan Pacific RV Centers Inc.French Camp, CA(209) [email protected]

Earl StoltzfusStoltzfus RV’s & MarineWest Chester, PA (610) [email protected]

Glenn ThomasBill Thomas Camper SalesWentzville, MO(636) [email protected]

Larry Troutt IIITopper’s Camping CenterWaller, TX(800) [email protected]

Bill White United RV CenterFort Worth, TX(817) [email protected]

Participating Past ChairmenBruce BentzCapital R.V. Center Inc.Bismarck, ND(701) [email protected]

Randy BilesPikes Peak Traveland Inc.Colorado Springs, CO(719) [email protected]

Debbie BrunoforteLittle Dealer, Little PricesMesa, AZ(480) [email protected]

Rex FloydFloyd’s Recreational VehiclesNorman, OK(405) [email protected]

Crosby ForrestDixie RV SuperstoreNewport News, VA (757) [email protected]

Ernie FriesenAll Seasons RV CenterYuba City, CA(530) [email protected]

Rick HorseyParkview RV CenterSmyrna, DE(302) [email protected]

Larry McClainMcClain’s RV Inc.Lake Dallas, TX(940) 497-3300

Tim O’BrienCircle K RVsLapeer, MI(810) [email protected]

Dan PearsonPleasureLand RV Center Inc.St. Cloud, MN (320) [email protected]

Cammy PiersonCurtis Trailers Inc.Portland, OR(503) [email protected]

Joe RangeRange Vehicle Center Inc.Hesperia, CA (760) [email protected]

Dell SandersJ. D. Sanders Inc.Alachua, FL (386) [email protected]

Marty SheaMadison RV SupercenterMadison, AL(256) [email protected]

Bill ThomasBill Thomas Camper Sales Inc.Wentzville, MO(636) [email protected]

Larry TrouttTopper’s Camping CenterWaller, TX(800) [email protected]

RVDA

BOARDS: OFFIC

ERS,DIR

ECTORS,&

DELEGATES

9

U.S.RV dealers’ towable and motorhome inventoriescontinued expanding in March, but at much slowerrates than during the first two months of 2014, according to datagathered by market research firm Statistical Surveys/The ThriveGroup.

The inventory index for towables was 68.8 in March, which

means towable inventories expanded at a slower rate than inFebruary, when the index was 41.8, or in January, when the indexwas at 41.7. However, towable inventories grew at a slightly fasterpace in March 2014 than they did duringMarch 2013, when the index was 71.8.

In the case of motorhomes, the March

inventory index was 78.0, which means dealerinventories grew more slowly than inFebruary, when the inventory index was 49.3,or in January, when the index was 57.6.During March 2013, dealers’ motorhomeinventories actually shrank by a small amount,as reflected in an inventory index of 101.3.

The 19,440 towable RVs retailed by

U.S. dealers during March 2014 representeda 6.6 percent increase over the 18,234 unitssold to consumers in March 2013. Wholesale shipments oftowables were up 11.3 percent to 28,274 units in March, comparedwith 25,400 units delivered to dealerships in March 2013.

In the case of motorhomes, 3,214 units were retailed in March

2014, a 2.3 percent increase over the 3,141 units sold in March2013. Meanwhile, motorhome shipments increased 32.9 percent to4,120 units in March 2014, compared with 3,100 units shippedduring March 2013.

For more information, contact Tom Walworth at (616) 281-9898.

The Thrive Group is a partnership between Statistical Surveys andSpader Business Management. n

For the latest RV Inventory Indexreport, visit www.rvda.org.

30

40

50

60

70

80

90

100

110

120

MARFEBJANDECNOV

40

60

80

100

120

2014

2013

2012

MARFEBJANDECNOV

54.5

44.7

41.8

71.8

68.8

51.3

TOWABLES

78.4

49.3

67.8

78

101.3

61.9

MOTORHOMES

YTD

YTD

2013 2014

2013 2014

RV Inventory Growth Slows By Thomas Walworth, Statistical Surveys/The Thrive Group

INDUSTRY TRENDS

When the RVInventory Index isbelow 100, there’san expansion ofdealer inventories.When the index isabove 100, there’sshrinkage. If theindustry sold a unitat retail for everyunit delivered atwholesale, the RVInventory Indexwould be 100.

R V I N V E N T O R Y I N D E X

Take Advantage of Your RVDA WebsitesThe RVDA, Mike Molino RV Learning Center andconvention websites are the dealership employee’scomplete online resources. These innovative, inter-active websites provide easy access to the criticalresources that assist dealers and their employeesin running the dealership effectively. Visit bothsites to download fact sheets on dealership bestpractices or the latest retail statistics, search thelistings of training opportunities, and purchaseCD-ROMs, publications, videos, or webcasts toenhance your dealership’s knowledge. RVDAmember dealerships and any of their employeescan have 24/7 access to most of RVDA’s dealerspecific information. Make www.rvlearningcenter.com, www.rvda.org andwww.rvda.org/convention your first source for all dealership information.

JULY 2014


You’d be surprised how often conversations with newclients start with this question. Some business ownersand managers seem to think that if I can just fix their

people’s mistakes, sales will grow and all will be well. Inmy view, there are actually very few ‘rights’ and ‘wrongs’ inselling.

Though we shouldn’t ignore or offend customers ormislead or tell untruths, most selling practices are appro-priate when used at the right time. Sales teams don’tusually need advice to correct things they’re doing wrong.

I’ve found that how well a salesperson identifiesunique and individual customer needs determines sellingsuccess more powerfully than any formula for managingthe process. We all respond more positively to salespeoplewho treat us as unique individuals with unique needs. So Ihelp salespeople develop and hone the skills to makeevery customer feel special.

I’m not talking about superficial charm or flattery butthe ability to ask customers good productive questionsthat advance the buying process. I’m talking aboutsuperior listening skills that can help clarify a buyer’sdesires, allowing the salesperson to propose ideal solutionsfor their customers’ needs.

Few of us have studied the art of effective listening.Most salespeople rely on good intentions. Fortunately,most salespeople also have an innate desire to help andplease customers, so they can be coached in developingpractices that make customers feel unique.

But I caution clients that sales training alone may notgenerate a quantum leap in sales – it’s just one component

Listen to Me, It Takes More Than a Sal By Gary McGugan

“Can you fix themistakes our salespeople make?”

That’s a Good Question!

Help your sales team ask better questions that will advance the buyingprocess. Here are suggestions from Gary McGugan.

• Open-ended questions that are hard to answer with a ‘yes’ or ‘no’usually advance the buying process.

• Questions that focus on how a customer plans to enjoy a product usuallyaccelerate a decision by engaging a customer on an emotional level.

• Questions directed toward each of the participants in a sales interviewadvance a sale by confirming or clarifying direction.

• Salespeople who listen intently to responses then confirm their under-standing of the message they heard will advance the buying process.

11JULY 2014

of successful selling and shouldn’t be done in isolation.Equally important is the dealership’s selling culture – thelook, atmosphere, and feel of the dealership, combinedwith the attitudes of the people who work there.

Customers’ impressions start forming the momentthey see an advertisement, drive to the dealership or visitthe lot. Impressions continue to form and influence atevery stage of the buying process. These impressionsinfluence a customer as powerfully as anything a sales-person says or does.

Does your advertising and promotions appeal in someway to the uniqueness of a prospective customer, orsimply convey a message about great prices and easyfinancing? Is the dealership lot easy to find, welcoming,and designed to put prospective customers at ease? Doesstaff warmly greet every visitor? Is every interaction with aprospect a friendly one, with questions asked andresponses valued?

Business owners who want to get the best results fromtheir investments treat selling as a dealership-wide teameffort. Salespeople may not be involved in any of the situ-ations I described in the previous paragraph, but progres-sive, savvy leaders make sure the culture and environmentof the entire dealership support the training they givetheir sales staff.

A selling culture needs to consider every customertouch point – every interaction a prospective customer haswith a dealership – and not just interactions with sales-people. Setting a goal of making every touch pointpositive will go a long way toward making prospectivecustomers feel appreciated and unique. Have everyone atthe dealership identify potential touch points and discusshow to optimize them.

I recently saw an online posting that boldlyproclaimed, “Culture eats strategy for breakfast!” There isno more powerful attribute – positive or negative – for abusiness than its culture. Without a positive dealershipselling culture, no amount of advertising and promotionor strategic planning can achieve optimum results.Culture directly affects bottom line profits; in fact, it mayaccount for as much as a 50 percent differential in profitsearned.

In the coming months when business usually slowsdown, take some time to observe, ask staff and customersfor their opinions, and develop an action plan for creatinga selling culture throughout your dealership. With suchhigh stakes, you should make it a priority.

lesperson to Sell B

What Did You Say Your Name Was?

How can you sell to customers if you haven’t listened towhat they want? Consultant Gary McGugan suggestssales managers ask their staffers these questions to findout if they’re effective listeners.

• What are the names of your last three “ups”? Theability to remember individuals’ names from threeseparate customer interviews usually confirms that asalesperson makes a genuine effort to know prospectsand remember key things about their conversations.This contributes to making customers feel unique.

• What gap remains to closing a sale with each one?Top performers understand buyers’ individual needsand concerns accurately. If a sale didn’t occur duringthe visit, the salesperson should know precisely whatobstacles stand in the way of closing the sale.

Gary McGugan is a partner at NEEDS SellingSolutions, a consulting firm focused on selling andnegotiation skills and customer service. Contacthim at [email protected] or(905) 868-5223. n

F


5 Techniques to Improve F&I Sales Skills F&I professionals have dual roles – oper-ations and sales. They need to stay current onfunding requirements, lenders’ guidelines, andindustry laws. Equally important, they spenda lot of time selling. They sell the dealership’sfinancing as a value-added feature, they sellthe customer’s deal profile to lenders, they sellthe loan’s terms to the customer, and they sellpayment protection features to assist thecustomer in times of need.

Here are the five vital skills that turn agood F&I professional into a great one, alongwith techniques that will increase dealershipprofits, loan approvals, deliveries, andcustomer service.

1. Rapport-buildingPeople buy from people they trust, so

F&I professionals need to make a positive

first impression and start building rapport. Bewarm and friendly. Avoid saying “no” to acustomer. Negative words throw up walls thatreduce the warm and fuzzy feeling.

For instance, if the customer is financinga unit for $50,000 and wants a $200/monthpayment, offer options with different downpayments and terms instead of replying,“That’s not available,” which could cause thecustomer to walk away.

Treat every customer equally, includingthe credit-challenged. Customers with poorcredit aren’t necessarily less affluent – theymay have low credit scores due to unavoidableand temporary circumstances such as divorce,illness, or an interruption in employment.Chances are they haven’t received first-classtreatment by other dealerships, so this is yourchance to show them kindness. Dealershipsthat treat all customers respectfully experiencestronger customer loyalty.

2. ListeningFocus your full attention on the person

who is speaking and take mental note of themain points he or she is making. Discoveryduring the customer interview helps when it’stime to close the sale. For example, if thebuyer is the family’s sole provider, offer creditlife insurance to protect the family from anunfortunate event.

3. Objection handlingWith practice, overcoming objections will

become second nature. The ACE approach isa simple technique created by Bob Degrootfrom Sales Training International.

A = Acknowledge. Paraphrase customers’objections so they know they’ve beenheard. This also gives them a chance tocorrect your interpretation and offer moreinformation.

C = Clarify. Determine the cause of theobjection. This narrows down the issue soyou can deal with it effectively.

By Nicole Armstrong

ACE That Sale!

Use the Acknowledge/Clarify/Explain method toovercome customer objections. Here are someexamples how.

OBJECTION: Customer doesn’t want to purchase the extendedservice warranty.

ACE: “Your friend is a mechanic? That’s great, but this warranty coverageoffers more than just paying for repairs – there are towing allowances andcoverage for traveling expenses and parts you need when your friend doesthe work for you.”

OBJECTION: Customer has limited funds and doesn’t want topurchase credit life.

ACE: “I can certainly relate to living under a tight budget. That’s why Ibelieve so much in credit insurance for protection. If you get sick or injured,your loan will be paid. This payment protection program gives you peace ofmind that’ll help you enjoy your new vehicle that much more. For only a fewdollars a month, it really makes sense.”

S A L E S

ACE=AcknowledgeClarifyExplain

13JULY 2014

E = Explain. Reply to theconcern or objection byreviewing benefits pertinentto the customer. It’s impor-tant to ask for feedback soyou can determine if you’veanswered their concerns.

4. PersuasivenessYou must persuade

customers not only that yourdealership is the right place fortheir financing needs, but alsothat they should buy back-endpayment protection features.Back-end product sales repre-sent a significant opportunityfor dealerships. F&I profes-sionals need to offer all of theavailable products to all of thecustomers all of the time.According to J.D. Power and Associates, 93 percent ofcustomers want a sales consultant to explain their financeoptions in a non-pressurized setting and allow them tomake their own decisions.

Use a menu or form with all the product and serviceinformation. This approach reduces pressured sales tacticsby relaying the information in a consultative manner.

Lenders may also need some persuasion to approve orfund a loan package. Use the information you learned fromyour customer to show the situation in the best light. It’salways better to build the case for an approval initially,rather than trying to get a negative decision overturned. Bynot wasting your lender’s time, you’ll also build a positive,long-lasting relationship.

5. PersistenceCustomers may not realize that loan approvals on RVs

are harder to get than car and house approvals becauselenders experience a greater loss rate on discretionaryitems. Explain to customers you’re not the lender and areworking diligently on their behalf to obtain the bestfinancing package. Find alternative solutions. For example,know when a co-buyer can strengthen a deal, when andhow to effectively rehash with an underwriter, and how towork with the sales team to place a customer into the unitthat fits their qualifications.

Staying current with the dealership’s products, services,and lenders’ guidelines requires daily practice. Can yourelate 10 benefits of financing through your dealershipversus the customer’s bank or credit union? Can you list 10advantages of financing instead of paying cash? Can you dothe same for all your payment protection features?

Nicole Armstrong is vice president of sales and marketingfor Priority One Financial Services, which has served themarine and RV industries since 1987. Acquired by Forest RiverInc., a Berkshire Hathaway company, Priority One providesF&I managed services for dealers nationwide. For informa-tion, visit www.P1FS.com. n

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A C C O U N T I N G

1

2

10 Symptoms of Poor Dealership Accounting

D ealer principals are rarelyaccountants and rely on their

office managers to insure thataccounting is correct and financialstatements are accurate and timely. Butdealers need to be on the lookout forsigns of poor accounting. Here are 10situations that should set off alarms.

Financial statements arecompleted late.

If you’re not getting monthlystatements by the fifth business dayafter the month’s end, the accountingdepartment isn’t closing on a timelybasis. That’s the general manager’s orowner’s fault. Insist that dealershipactivities for each month end on thelast day of the month, and that state-ments are available by the fifthworking day after the month’s end.Financial results and analysis tend toget stale if not available on a timelybasis, giving managers and owners anexcuse to delay taking corrective action– “It’s almost another month’s end.Let’s look at next month’s statements.”

Bank account reconcilia-tions aren’t ready by thefifth business day aftermonth-end.

Your accounting departmentshould access online banking informa-tion several times a week and reconcilethe accounts either every few days orweekly, not monthly. Principals shouldinsist on having bank reconciliationseither electronically or on paper by thefifth working day after month-end.This ensures a timely close and letsthe principal review the reconciliationand ensure there are no unexplainable“adjusting entries.” Don’t be afraid toask what any entry is for.

The statement is never right.

If the office managerhas to explain eachmonth that the revenuesor expenses in the finan-cial statement aren’tcorrect because theyactually apply to anothermonth, you’re probablyon a cash basis ofaccounting and not theaccrual basis. Thesemethods differ only in the timing ofwhen transactions are recorded in theaccounting system.

With cash basis, revenue isrecorded when the funds are depositedin the bank, and expenses are recordedwhen the checks are written. Underthe accrual method, revenue isaccounted for when earned – such asunits delivered – regardless of whenthe money for these activities isactually received or paid. The accrualmethod provides for matching revenuewith expenses and reflects a moreaccurate picture of your profit in anygiven accounting period, month, oryear. Get your numbers correct byusing the accrual method ofaccounting.

The prior month’semployee bonuses are expensed in themonth paid.

One final step in closing themonth is calculating employeebonuses that are based on monthlyresults. Rewarding employees basedon their department’s activities willmotivate them to improve theirdepartment’s results. However, these

expenses should be calculated andaccrued in the same accounting monththat the bonus is based on. Otherwise,a major expense is based on the cashmethod instead of the accrual method.Make sure bonuses are expensed inthe correct month so expenses arematched with revenues.

The month-end is not thelast day of the month.

Managers often claim they needto keep the books open for a fewmore days after the calendar monthends to pressure the sales team todeliver units. Once this practice starts,it becomes ingrained and happenseach and every month. Having a finaldate for your sales teams to get unitsdelivered is motivational, but use thelast day of the month – that way,business doesn’t get shifted from onemonth to another. The month endswhen the month ends! Ask the officeand sales managers when your monthreally ends for deliveries. Onceeveryone knows that the rule will nowbe the last day of the month, thepressure will be on just the same asextending the month, and theaccounting will be correct.

By Hardee McAlhaney

continued on page 16

15JULY 2014

876

RV EXECUTIVE TODAY16

The work-in-process(WIP) balance is largeand dated.

Techs get paid every payday,regardless of when the customer paysfor the work. Until the work order isclosed, the tech labor on that repairorder is collected in an account calledwork-in-process or WIP. The partsassociated with this work may also beincluded in WIP, although partsvalues on open work orders usuallyremain in the parts inventory untilthe work order is closed.

If the open work order is for acustomer-pay unit that’s not on yourlot, you will probably not get paid. Ifit’s for a delivered unit on an internalwork order, the WIP will be chargedto cost-of-sales when the work orderis closed, but it’s usually after month-end. The salespeople and managementhave received commissions or bonusesbased on the gross profit that wasn’tcorrect, resulting in overpayment.

Even worse, if the commission orbonus is recalculated and the adjust-ment is made to the next check,employees will get upset and produc-tivity will drop. WIP needs to bereviewed daily or weekly, not just atmonth-end. You have pooraccounting controls if someone isn’tcontrolling WIP.

New unit sales accountsaren’t summarized byclass, brand, or manufacturer.

The sales manager needs ananalysis of year-to-date unit sales todetermine the best-sellers. Themonthly financial operating statementshould summarize unit sales by class,brand, manufacturer, or model.

The DMS operating statementdoes a good job of analyzing unit saleson the departmental sales gross profitanalysis page, the revenue and grossprofit page, and the inventory analysispages, but only if the sales accounts

are set up by your accounting staff forthis kind of detailed accounting. Thesales and cost-of-sales accounts haveto be reviewed at year-end. Accountsfor discontinued product should beeliminated from the DMS and newsales accounts added to the DMS.

If the “new-other” sales account onyour DMS has a lot of sales recorded,the office manager hasn’t kept up withchanging sales accounts. Review yourDMS – make every line on therevenue, gross profit, and inventorypages a meaningful management tool.

Vendors are alwayscalling the accountingdepartment.

Vendors and suppliers rarely callunless your dealership has past-dueunpaid invoices, or they’ve received acheck without an explanation of whatthe payment is for. Ask the officemanager or employee responsible foraccounts payable for vendor state-ments and the reconciliation to the

continued from page 15

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10accounts payable account.

Poor accounting can result inpast-due invoices and slow paymentsto vendors and suppliers, leading topoor credit ratings for the dealership.Creditors may question your financialstability and stop shipping parts orproviding services. Pauses in the workflow lower productivity, especially inthe parts and service departments.These departments are difficultenough to manage without vendorand supplier problems.

Thirteenth-month adjustments are usuallymonthly expenses, notyear-end expenses.

Nothing is worse than a thir-teenth-month statement with a signif-icantly lower net income than thepreliminary year-end statement, espe-cially to creditors who received quar-terly financial statements in whichexpenses or cost-of-sales aren’tproperly reflected.

The explanation for a loss in thefourth quarter is often “thirteenth-month adjustments.” Year-end adjust-ments that increase expenses or cost-of-sales usually result from notaccruing all expenses monthly or notreflecting the market value of yourinventories before year-end adjust-ments. The value of used inventory orobsolete parts doesn’t change on thelast day of the accounting year, itchanges throughout the year.

Follow established accountingprinciples for valuing inventories forall statements sent to your creditors.Monthly accruing of non-cashexpenses such as depreciation andamortization will greatly improve theaccuracy of the financial statements.If your office manager is waiting forthe 13th statement to make theseadjustments, the interim statementsaren’t accurate.

Monthly operatingresults aren’t reviewedwith the managementteam.

The office manager should insiston monthly reviews of operatingresults with the management team. Ata minimum, the office manager andgeneral manager should share detailedrevenue results for each departmentwith the respective manager during amonthly meeting.

The more you involve themanagement team in their depart-ments’ performance, the more they’llcontrol expenses and the better they’llunderstand their departments’ contri-bution to dealership profitability. Themanagers’ buy-in will improve yourbottom line.

Hardee McAlhaney of McAlhaneyConsulting LLC is a financial manage-ment consultant for RV dealerships.Contact him at [email protected] or (321) 689-9238.

17JULY 2014


W ith summer temperatureshere, your employees have

no doubt changed their wardrobes.Inappropriate apparel can bedangerous and also create a distrac-tion for coworkers. It’s best toreview and redistribute your dresscode before problems arise.

To maintain a professionaldealership image, your dress codeshould be clear, consistent, and safetyconscious. In workplaces such as dealerships, it may benecessary to have multiple dress codes. You mightneed one for the shop and one for the sales floor, forinstance. Whatever the case, make the policy appro-priate for the employees’ roles.

Shorts and sundresses may be appropriate for somedealerships, while others may adhere to a more tradi-

tional business dress code. Whatever code youdefine for your dealership, ensure that it’s clearand concise and reflects the business’s image.

The policy should also address the issueof non-compliance. Penalties shouldn’t beleft to a manager’s whim. Inconsistencies inhandling violations undermine the policyand could lead to litigation.

Finally, make sure that every dealershipemployee has a copy of the policy, especiallymanagers. They’re instrumental in enforcingthe policy, so they need to know and under-stand the rules. KPA provides HR management software

for auto, truck, agricultural /heavy equipment,motorcycle, and RV dealers. If you have addi-tional questions, please contact KPA [email protected] or (800) 853-9659. n

C O D E A L E R T

Summer Preparedness:

The Office Dress CodeFrom KPA

DRESS CODE VIOLATION

• Sun dresses and spaghetti-strapdresses unless a jacket or sweater isalso worn

• Thongs, flip-flops,slippers

• Hats

• Tank tops, midrifftops, halter-tops,shirts with poten-tially offensive wordsor images

• Jeans, sweatpants,exercise pants,shorts, bib overalls,leggings, anyspandex or otherform-fittingpants such asbiking pants

• Clothing thatreveals too muchcleavage or theemployee’s back,chest, stomach or underwear

Need ideas for what to put in your dress code? HR consulting firm KPA has asample policy that can be tailored to fit your dealership’s standards. It states

that employees should wear clothing that’s “comfortable and practical for work butnot distracting or offensive to others.” The KPA sample policy also contains awarning that employees who wear inappropriate items to work may be sent hometo change and that “progressive disciplinary action will be applied if dress codeviolations continue.” To see the entire policy, contact KPA at [email protected] or(800) 853-9659. Among its suggested list of acceptable and non-acceptable items:

19JULY 2014

Relax – But Not Too Much

• Conservative athletic or walking shoes, loafers,clogs, sneakers, boots,flats, dress heels, andleather deck-typeshoes

• Dresses and skirtslong enough to sitcomfortably in public

• Khaki anddark-coloredpants, woolpants,flannels,dressy capris

• Clothingwith thecompany logo

• Dress shirts, sweaters, golf shirts

• Clothing with sports team,university, or fashion brandnames


Many interns are defined as employees and arerequired to be paid at least minimum wage under theFair Labor Standards Act. Internships can only beunpaid in certain circumstances. All of the followingmust apply for an unpaid internship:

• The intern job and training description, eventhough it relates to the operation of the dealer-ship, must be similar to what would be given in avocational school.

• The training must be to the benefit of the internand his or her education.

• The intern must not displace regular paidemployees.

• The intern must work under close supervision of aregular dealership employee.

• The intern’s employer must not receive any imme-diate benefit or advantages from the intern’s activ-ities. This means that if the intern is performing

routine work for the business on a regular basis(such as filing, clerical work, or assistingcustomers), then the dealership is, in fact, bene-fiting and could not exclude the intern fromminimum wage. However, if the internshipprogram is structured around a classroom oracademic experience as opposed to the employer’sactual operations, the internship will more likely beviewed as an extension of the individual’s educa-tional experience and will have a better chance ofexclusion from the minimum wage.

• The intern is not necessarily entitled to a paidposition at the completion of the internshipposition.

• The employer and intern must mutually under-stand that the intern isn’t entitled to wages inrelation to the internship.

Even if an intern is earning class credit for the

internship, he or she must be paid if all of the abovecriteria aren’t met.

Kim Kavanaugh is an HR client advocate for KPA,

which provides HR management software for auto,truck, agricultural /heavy equipment, motorcycle, andRV dealers. For information, contact KPA [email protected] or (800) 853-9659. n

Hiring an Intern – LEGALLYBy Kim Kavanagh

Even if an internis earning classcredit for theinternship, he orshe must bepaid if all of theabove criteriaaren’t met.

Taking on interns used to be a straightforward process, buttoday there are a few pitfalls you need to avoid to stay out of

trouble with the Department of Labor. Is the intern performingwork you would normally pay someone to do? Is he or shecategorized as an “employee” or a “trainee” as defined underthe law? These are issues that can land you with a lawsuit.

North America’s top RV dealers will learn how the bestorganizations survive and thrive from the man who helped

shape Disney University’s world-famous customer service training.The opening general session of the 2014 RV Dealers InternationalConvention/Expo will feature keynote speaker Doug Lipp, whoheaded the training team at Disney's corporate headquarters inthe ‘80s and is an internationally recognized expert on customerservice, leadership, and brand competitiveness.

Scheduled for Tuesday, Nov. 11, Lipp’s presentation is called“Even Monkeys Fall from Trees: Learn from Mistakes andEmbrace Change.” He’ll explain how leading companies aren’tafraid of a constantly changing market and evolve to keep theirbusinesses competitive. An RV owner himself, Lipp will shareanecdotes, strategies and real-life situations that dealershippersonnel can relate to. His client list boasts top Fortune 500companies, including Microsoft, Universal Studios and BMW.

The convention/expo begins on Nov. 10 with board meetings,education through Vendor Training +Plus, and Partners in

Progress meetings.Education willcontinue throughFriday morning, Nov.14, with time forPartners in Progress meetings, receptions andmeals in the expo hall, and sessions for allfixed-operations and rental managers.

Themed “Passport to Excellence:Education & Training,” the convention program has beenenriched to reflect the importance of training and education forall dealership staff, with programs for young executives and anew track on digital marketing and social media.

The convention/expo is supported by the following partners:Platinum Partner – GE Capital, Commercial Distribution Finance;Gold Partner – Protective; and Bronze Partners – MBA Insurance,Bank of the West, Diversified Insurance Management, and AllyFinancial. See pages 22-23 for the registration forms. n

2014 Convention/Expo to Openwith Training Expert Doug Lipp

21JULY 2014

YOU ASKED FOR IT - YOU’VE GOT IT!NEW DATES: Nov. 10-14 • NEW LOCATION: Bally’s on the Las Vegas Strip

RVDAmembers said theywanted a convention

location on the Las Vegas Stripand later dates so they couldbring more employees. Well, weheard you! The 2014 RV DealersInternational Convention/Expo willbe in the center of the action – Bally’s onthe Las Vegas Strip – and take place a fullmonth later than previous years.

Between our new, central location andmore convenient dates, this is the year toparticipate in the premier annualnetworking event for RV dealers.

And flexible registration ratescombined with early bird discounts makeit possible for more of your staff to sharein this learning opportunity.

Education is the passport to better-managed, more productive dealerships,

and this year’sconvention offers something foreveryone. Vendor Training +Plus

sessions will give you and your staff valuable face time withvendors and business partners and are included in your fullregistration. They’re also available at a speciallow rate for employees who can only spend aday or two away from the dealership.

The Young RV Executives program,with events specifically focused on theneeds of younger executives and newmanagers, returns for a second year.

Make the 2014 RV Dealers InternationalConvention/Expo your destination for:• A rich learning experience bringingtogether approximately 60 educationalsessions on subjects driving your dealershiptoday

• A new education track dedicated tosocial media and Internet-based marketing

• Business opportunities in the expo,where dealers can meet more than 100manufacturers, vendors, and suppliers

• Mike Molino RV Learning Center’sshorter, streamlined workshops fordealers/GMs, service writers/advisors,

marketing and sales staff, parts and service managers, andrental operators

• Partners in Progress dealer/manufacturer meetings, nowspread out from Monday through Thursday so

dealers can attend more workshops

• Social events and networking opportunities

VENDOR TRAINING + Plus

V

Follow the conversation on:Presented by:

Mike MolinoThe

If you’ve registered for the conventionand want to bring employees to attendjust the Vendor Training +Plus program,you can register them for that programfor $195 per person. The VendorTraining +Plus badge will also give theholder access to the expo and theopening reception on Tuesday, Nov. 11.

RVDA dealer members only –expires 8/29/14

SAVE25%!

ADVANCED FULL REGISTRATION RATE

for first dealershipregistrant

per each additionalregistrant

FOR MORE INFO VISITWWW.RVDA.ORG/CONVENTION

AND REGISTER TODAY!

2 0 1 4 R V D E A L E R S I N T E R N AT I O N A L C O N V E N T I O N / E X P O

$659$599

22

23

DEALER REGISTRATION FORM

2. Registration Fees:

1. Registration Information. Please copy this form if adding registrants.

3. Payment Information:

Nov. 10-14, 2014Bally’s on the Las Vegas Strip

Company Name_______________________________________________________

Phone ____________________________ Fax ______________________________

Address ____________________________________________________________

City______________________________ State/Prov________ Zip/PC____________

Email ______________________________________________________________

Name on Card _________________________________ Card #___________________________ Expires________ Security Code _______

Billing Address _________________________________ City ____________________________ State/Prov _____ Zip/PC ____________

� Full Amount or � Easy Pay (credit card only: 3 equal installments willbe charged to your credit card, first on date received, then at 30 and 60 days).If neither box is checked you will be charged the full amount in one payment.

� Check enclosed

Charge my: � VISA � MasterCard � Amex � Discover

First registrant locks in today’s lowest rate for all future dealership personnel! Advanced Late Amountby 8/29

I would like to add a contribution to the Mike Molino RV Learning Center to promote education for our industry.* $

Dealership must have one full convention registrant to bring additional employees JUST for Vendor Training +Plus.The cost is $195 per person and includes Vendor Training +Plus training on Monday, Nov. 10 and Tuesday, Nov. 11, andTuesday’s reception in the Expo. Photocopy this form to add more registrants for Vendor Training +Plus.

MAIL OR FAX A COPY OF THIS FORM TO: RVDA of America, 3930 University Drive, Fairfax, VA 22030-2515 • (703) 591-7130 • Fax: (703) 359-0152 • www.rvda.orgRVDA of Canada, 204-6411 Buswell St, Richmond, BC V6Y 2G5 • (604) 718-6325 • Fax: (604) 204-0154 • www.rvda.ca

CANCELLATION / REFUND POLICY: All cancellations must be in writing and received by August 31, 2014, to qualify for a refund. A $30 administrative fee will bededucted from each refund request received by July 31, 2014. A $100 administrative fee will be deducted from each refund request received between August 1, 2014 andAugust 31, 2014. No refunds will be made after August 31, 2014. *The Mike Molino RV Learning Center is a tax-exempt organization as described in section 501(c)(3) ofthe Internal Revenue Code. Contributions may be tax deductible as charitable donations.

TOTAL $

VENDOR TRAINING + Plus

V

First Registrant – includes Vendor Training +Plus, a $195 value! $659 $879 $

Registrant Name ____________________________________________ Email ______________________________________________

Badge First Name ___________________________________________ Please check here if you require special accommodations. �

Second Registrant – includes Vendor Training +Plus, a $195 value! $599 $879 $



Third Registrant – includes Vendor Training +Plus, a $195 value! $599 $879 $



Fourth Registrant – includes Vendor Training +Plus, a $195 value! $599 $879 $



Name _________________________________ Badge First Name __________________ Email _____________________ $Name _________________________________ Badge First Name __________________ Email _____________________ $

ONLY


Go RVing kicked off its special-event marketing effortslast month, bringing a hands-on RV experience to

thousands of consumers throughout the country.After tremendous success showcasing RV travel and

camping at popular consumer events last year, Go RVing isexpanding the number of on-site promotional events thisyear through media buys with promoter LiveNation andOutside, Country Living, and Garden & Gun magazines.

GoPro Mountain GamesIn partnership with Outside, Go RVing had an RV on

display and interactive RVing activities at the GoProMountain Games, a family-focused festival held lastmonth in Vail, CO. It attracted 50,000 spectators, with5,000 touring the Go RVing exhibit.

Go RVing’s sponsorship of the Gear Town boothincluded an RV set up in a mock campsite, complete withLance Camper SURV and a lounge offering food andbeverages. There were also on-site giveaways and sweep-stakes with 20 prizes, such as YETI coolers filled with GoRVing premium items.

As one of the nation’s largest celebrations of adventuresports, art and music, the event boasted an impressive listof sponsors, including GoPro, Eddie Bauer, andTravelocity.

Country Living FairsRenewing the partnership from last year, Go RVing is

once again teaming with Country Living to have a signifi-cant RVing presence at the three Country Living Fairs thissummer and early fall.

The first event, held last month in Rhinebeck, NY,drew 19,000 attendees, with 2,000 touring the Go RVingexhibit of a Forest River Rockwood travel trailer. It will befollowed by events in Columbus, OH, in September andStone Mountain, GA, in October.

These on-site promotions give consumers the chanceto learn more about RVing by touring an RV or byattending a Go RVing-sponsored seminar presented bySisters on the Fly. Last year, 65,000 attended the CountryLiving Fairs, and 15,000 attendees toured the RVs.

Jamboree in the HillsFor 36 years, more than 100,000 fans have flocked to

Belmont in the rolling hills of eastern Ohio to take part inthe longest running and most popular country musicfestival in America. This festival, which features 25 hours

of live music from country music legends and rising stars,also has an on-site campground that hosts 5,000 camperseach year.

This year’s event takes place July 17-20. In conjunctionwith LiveNation, Go RVing will have two on-site RVdisplays at the festival grounds and at the campground forattendees to tour. It will also sponsor a pop-up concertfeaturing Neal McCoy at the campground set outside theRV display.

Go RVing will also provide RVs as backdrops for twoother McCoy concerts that will take place prior to thefestival and be taped for use on theLiveNation/Ticketmaster website to promote Jamboree inthe Hills.

Go RVing is also a sponsor of the festival’s on-sitesweepstakes, which will give away an RV rental for four tothe 2014 festival campground, event tickets, transportationto the festival, and spending money.

Southeastern Wildlife ExpositionGo RVing began its direct-to-consumer marketing

drive earlier this year at the popular Southeastern WildlifeExposition in Charleston, SC, in February. More than3,000 event attendees were introduced to RV travel andcamping while visiting the Go RVing display, whichfeatured a Lance Camper travel trailer and a Forest RiverRockwood Mini Lite travel trailer. Go RVing was partici-pating at the expo for the second year through its mediabuy with Garden & Gun magazine, an event sponsor.

Go RVing Kicks Off Special-Event Marketing Efforts with Media PartnersEdited by RVDA Staff

It was a beautiful day to tour the Go RVing display at the GoProMountain Games last month. Go RVing partnered with Outsidemagazine for exposure at this national event.

Name: ______________________________________________________________________Company: __________________________________________________________________Address: ____________________________________________________________________City: __________________________________________State: _____ Zip:____________Phone: ___________________________________ Fax:______________________________Email: ______________________________________________________________________Dealer website: ____________________________________________________________

Fax to (703) 359-0152, or mail to RVDA, 3930 University Dr., Fairfax, VA,22030. For more information, visit www.rvda.org or send an email [email protected]

Please enroll _____ dealership(s) at $250 each.Make checks payable to RVDA. q Check here for leads delivered by U.S. mail.Credit card (circle): VISA MC DISCOVER AMEX Credit card #: ___________________________________________ Exp. date: ________Cardholder: ________________________________________Security code: ________Signature: __________________________________________________________________

Get on board with Go RVing! Return this form TODAY!

27JULY 2014


Certified Green RV ProgramTRA Certification Inc. [email protected]: (800) 398-9282 Fax: (574) 264-0740TRA, the leading third-party green certificationcompany, through its “Certified Green RVProgram,” measures, evaluates, and certifies RVmanufacturers and verifies vendors for energyefficiency and environmental friendliness. Thisprogram empowers dealers to guide environ-mentally-conscious consumers in making better-informed decisions about their RV purchases,leading to increased customer satisfaction.

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Credit Card ProcessingBank of America Merchant Services https://[email protected](678) 784-0567Bank of America Merchant Services offersRVDA members an annual savings averaging10-to-15 percent on each Visa andMasterCard swipe transaction. Advancedequipment provides fast authorization,around-the-clock support, and improved fundsavailability for those with a depository relation-ship with the bank.

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Disability Income Insurance/ Paycheck Protection BenefitsAmerican Fidelity AssuranceCompanywww.afadvantage.comTed [email protected](800) 654-8489, Ext. 6530Dealerships can provide disability insurance toprovide security for a portion of an employee’spaycheck in the event they are unable to workdue to a covered accident or illness.

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Emergency Roadside and TechnicalAssistanceCoach-Netwww.coach-net.comdealersales@coach-net.com(800) 863-6740Coach-Net provides emergency roadside andtechnical assistance solutions to RV dealersthroughout the U.S. and Canada and for manyRV and chassis manufacturers, RV clubs, andcustomer membership groups. Coach-Netprovides dedicated service using over 150employees with advanced communicationstechnology tools combined with an extensivedatabase of more than 40,000 serviceproviders. The company employs trainedCustomer Service Agents and RVDA-RVIA/ASEMaster Certified Technical Service Agents.

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Employee TestingCaliper Corp.www.calipercorp.comRalph [email protected](609) 524-1214

For nearly a half-century, Caliper has consultedwith over 25,000 companies on improvingevery aspect of their workforce – from hiringand selection to employee development andsuccession management. Starting withaccurate, objective insights our consultantsgain from our time-tested personality assess-ment, the Caliper Profile, we are able to helpour clients reduce the high cost of turnover,help first-time managers excel and create solu-tions that are tailored, practical and adaptable.Whether you are looking to hire topperformers, develop talent, build teams ortransform your organization, we can help.

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Extended Service AgreementsXtraRide RV Service AgreementProgramwww.protectiveassetprotection.com(800) 950-6060, Ext. 5738The XtraRide RV Service Agreement Program isoffered through the Asset Protection Divisionof Protective Life Insurance Company. Theprogram has been exclusively endorsed byRVDA since 1992. The XtraRide programs andF&I solutions bring dealers increased profitopportunities while providing quality protectionfor their customers. Protective is dedicated toproviding the RV industry with superiorproducts and services given its ability to under-write, administer, and market its ownprograms.

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Health Insurance Mass Marketing InsuranceConsultants Inc. (MMIC)http://www.mmicinsurance.com/RVDA/[email protected](800) 349-1039MMIC contracts nationally with a number ofhealth insurance companies to provide a widevariety of benefits. MMIC creates a customizedinsurance program best suited for individualdealerships. Coverage is available to individualmembers and those firms with two or moreemployees. With group coverage, all active full-time employees are eligible. Spouse anddependent children under age 19 (23 if full-time student) are also eligible. The cost of thecoverage for the RVDA program may be paidin whole by the employer or shared with theemployees. However, the employer’s contribu-tion must be at least 50% of the total cost.

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Lead Qualifier ProgramCustomer Service Intelligence Inc.(CSI)[email protected](800) 835-5274The Scene: High Inventory-Low Sales. TheNeed: MORE SALES-New methods to meetcircumstances. The Solution: CSI’s LeadQualifier Program. How it Works: Your salesleads are sent to CSI immediately following:initial contact with your sales staff – either inthe showroom or by phone, website contact,

Go RVing leads, and anywhere else you mightacquire leads. CSI then makes a personalphone call to each lead, captivating their atten-tion before your competitor does and estab-lishing impressive rapport! We will uncover theprospect’s initial impression of your dealershipand staff; fully qualify the lead including exactneeds and time frame for purchase; andprovide you with their DEAL MAKER!

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Pre-owned RV Appraisal GuidanceN.A.D.A. Appraisal Guides & [email protected](800) 966-6232, Ext. 235The N.A.D.A. RV Appraisal Guide is an essen-tial tool for dealers needing to determine theaverage market value for used RVs. A newonline program, RV Connect, is also availablethat provides updated RV values, createscustom window stickers for both newer andolder RVs, and more. These products are allavailable at the RVDA “members only” rate.

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Propane and Propane SuppliesSuburban [email protected](800) 643-7137Suburban Propane offers discounts to RVDAmembers on propane along with attractive andsafe equipment for refilling most any propanecylinder, 24-hour service, on-site “Train theTrainer” instruction for dealership personnel,signage, and a periodic review of fillingstations by experienced safety experts.

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RVDA/Spader 20 GroupsSpader Business [email protected](800) 772-3377RVDA/Spader 20 Groups managed by SpaderBusiness Management help dealers improvetheir management skills, recognize markettrends, and solve problems. The groups includenon-competing dealers who share experiencesto develop best practices.

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Shipping DiscountsPartnerShip, LLChttp://partnership.com/[email protected](800) 599-2902The RVDA Discount Shipping Program,managed by PartnerShip, provides RVDAmembers with substantial shipping discounts.RVDA members who enroll in the free programwill save on small package shipments withFedEx and less-than-truckload (LTL) freight ship-ments with UPS Freight and Con-way Freight.Visit www.PartnerShip.com/79rvda for moreinformation and to enroll.

RVDA Endorsed Products

Visit www.rvcareers.orgRV dealers can access resumes and post jobopenings through a partnership withBoxwood Technology at www.rvcareers.org.


A World of Training(866) 238-9796. . . . . . . . . . . . . 18American Guardian(800) 579-2233. . . . . . . . . . . . . . 2Coach Net(800) 863-6740. . . . . . . . . . . . . . 4

Diversified Insurance Management Inc.(800) 332-4264 . . . . . . . . . . . . . 3MBA Insurance Inc.(800) 622-2201. . . . . . . . . . . . . 15PRVCA(888) 303-2887. . . . . . . . . . . . . 29Protective(888) 326-0778 . . . . . . back cover

RV Prowww.rv-pro.com . . . . . . . . . . . . 31RVT.com(888) 928-0947. . . . . . . . . . . . . 16Sobel University (253) 565-2577. . . . . . . . . . . . . 13Spader(800) 772-3377. . . . . . . . . . . . . 17

ADVERTISERS INDEX

TechnicianCertificationSelf-StudyPrep Course

FRVTA’s DistanceLearning Network -Training for EveryPosition at YourDealership

CustomerServiceTrainingthroughFRVTA’s DLN

Service Writer/AdvisorTrainingthroughFRVTA’s DLN

ONGOING ONLINE EVENTS:

Don’t see your events listed? Visit

www.rvtrainingcalendar.comto upload your events to the

calendar.

RVDA Welcomes Our Newest Members

Dealer

AAA RV Sales andRentalsOklahoma City, OK

Airstream AdventuresNorthwestFairfield, CA

Coast To Coast RVCentersMcKinney, TX

Quality RVLinn Creek, MO

Tonie’s RV Inc.Salem, VA

Aftermarket

RV Service and CareLLCFairmont, WV

RVTECH LLCFort Myers, FL

TLC Auto and TruckCenterFarmingdale, NY

5/1/14 - 5/31/14

31JULY 2014

JULY 2014 THE SELLING CULTURE - RVDA · Maybe your salespeople aren’t the problem. Maybe the...

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Transcript of JULY 2014 THE SELLING CULTURE - RVDA · Maybe your salespeople aren’t the problem. Maybe the...