It’s NOT over Yet!
Internet Sales 20 Group XII
Just about everyone looks forward to the NADA Convention and
Exposition. Dealers, vendors, and affiliates in the industry;
as a matter of fact people come from all over the world to
participate at this event. This year however has seen a lot
of doom and gloom in our industry. People were speculating
as too how many dealers would attend, and would there continue
to be value in the event. To be honest, I wasn’t sure
myself how things would play out. As an official NADA workshop
speaker this year, I was excited for the opportunity but concerned
there might not be a full room of dealers to enjoy and get
value from my presentation. As an exhibitor, I was disenchanted
at the prospect that I might not have traffic at our booth
and as a consultant, I was concerned about the possibility
that dealers might not get the information they so need to
persevere through these turbulent times.
I have to tell you that NADA 2009 in my opinion was amazing!
Yes, there were fewer attendees at the show but those that
did attend were serious about their dealerships and focused
on keeping some momentum going for their stores. They weren’t
there for the VIP parties or free swag. This year’s
attendees were on a mission, trying to find out what they
needed to do to ride out the storm and then rebound in a strong
and solid fashion.
As a matter of fact, I had great attendance at my workshops
and I presented all four days of the show. I had dealers from
all across the country as well as dealers from South Africa,
Australia, Holland, Italy, France and Canada. These dealers
were thirsty for knowledge about automotive Internet Sales
and BDC. It was an amazing thing to see these dealers truly
on the edge of their seats for this information. For many
this was the first time that they heard about these video
strategies, practices and technology. My workshop was titled
“Increase Sales and Profits in all departments with
a Video Strategy”.
As for exhibiting, it helped that Dealer Synergy had a great
location on the show floor right next to the entrance and
the mix and greet café. We had great floor traffic
and while I would like to say all of it was because of me,
a lot of it was due to appearances by two special guest NFL
athletes signing autographs. Keith Byars, formerly of the
Philadelphia Eagles (and an Ohio State veteran), as well as
Brian Kelley formerly of the New York Giants were at the booth
greeting the crowds on Saturday and Sunday. They signed so
many autographs we ran out of photos for them to autograph.
So for anyone out there who didn’t get an autograph
or would like one, just email me and we will send one out
to you.
I personally spoke to hundreds of dealers during the convention,
and all of them were hopeful, positive and excited about 2009.
There was a general consensus that last quarter 2008 was difficult
but January business has dramatically picked up. The other
trend that I noticed is that this was the first year that
so many dealers were really grasping this “Internet
thing”. Meaning, that dealers knew that the Internet
was important however, they never executed a strategy to reap
the benefits. This year, it seems dealers were on a mission
to build, fix or really grow their internet programs.
I had a wonderful time in New Orleans, a city devastated
by Katrina not too long ago. I have always loved the beauty
of this historic city and that is why we held the 2008 Dealer
Synergy / AutoSuccess Event in New Orleans last June. I wanted
to do my part to help the city. I am glad the NADA Convention
returned to New Orleans this year.
As I said earlier, it was truly an amazing show. As an exhibitor
we sold products and services right at the show. It was my
first year as a NADA workshop speaker; I met up with old friends,
met new friends, and got to network with some enthusiastic
and optimistic dealers and Internet professionals.
The icing on the cake was sitting in almost the front row
of the keynote presentation by Presidents Bush (41) and Clinton
(42) and hearing them speak to a crowd thirsty for inspiration
and leadership. Their insights, dynamic personalities and
candor were really appreciated by the entire audience.
It’s NOT over… The dealership world is NOT going
to implode. Dealers will persevere. You have
to think positively and not give up. More importantly please
do not think that things are just going to get better by themselves.
You are going to have to be proactive and create a plan and
execute that plan. But waiting for divine intervention is
NOT an option.
Sean V. Bradley
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