Free registration is still open for the motor retail industry exhibition Automotive Management Live 2019 which takes place on November 7 at Birmingham NEC.
Alongside a hall full of exhibiting suppliers to car dealers and manufacturers, Automotive Management Live 2019 includes expert presentations on the Financial Conduct Authority's review of motor finance, on preparing dealers for selling and repairing electric vehicles, and there are 10 dealer masterclasses during the day to share best practice with attendees.
Why you should attend the masterclass sessions? We asked the expert suppliers who are hosting the sessions two key questions. Here’s what they said.
Why is this topic important to motor retailers?
Video “The traditional route to market for newly arrived used car stock is broken. Latest technology, sophisticated software and immediate high quality images and video means retailers can upload a vehicle’s digital assets as soon as it arrives on the forecourt. Such instantaneous online marketing increases stock turn, a recognised profit booster. As more and, in some cases all, of the buying process takes place online, such a speedy turnaround will become even more important.” Alistair Horsburgh, CEO, CitNOW
Online Vehice Retailing “Many car buyers are happy undertaking as much of the car purchasing journey online as possible and it is inevitable that some will opt to conduct the entire process in this way but there are key areas dealers need to address around compliancy, transparency and personalisation which we will address in our session.” James Tew, CEO iVendi
Used Cars “The market is moving faster than ever before; more fuel types, more segments, increased legislation, and more competition than ever mean staying ahead of the game is critical when it comes to succeeding.” Anthony Machin, head of content, Glass’s
Leadership & Focus “In my opinion leadership is the most important part of any business owner or manager’s role. Managers like to control, while leaders inspire trust. Managers focus on execution, while leaders focus on developing and empowering others. Managers dole out tasks, while leaders share a vision that's motivating and meaningful. In today’s competitive job market, with competition from online as well as other traditional retailers and supermarkets the only differentiator left is the quality of leadership.” Neil Addley, founder and managing director, JudgeService Research
Digital Marketing & Website “Digital marketing channels are a mainstay for the automotive industry as a whole, but effective use and adaption to these channels, in a highly complex and competitive arena, is critical to dealer success in 2020 and beyond. There are stark contrasts between the strategic use of marketing channels and being effective in lead generation and sales. We want to show dealers how to spend wisely to achieve the best returns.” Martin Dew, Digital Solutions Director, AutoWeb Design
Future of Automotive Retailing “It’s a case of stand-still and you fall behind. This topic is important as motor retailers need to be ahead of the latest consumer and technological trends or risk losing touch with the customer and ultimately sales.” Marcus Dacombe, CDK Global
Social Media “Every lead counts. Motor retailers can use new eCRM and social media tools to convert ‘lost leads’ into sales. Marketing Delivery’s research suggests that, on average, a third of prospects registered by sales staff as ‘lost’ leads are still looking to buy. Vehicle availability and affordability are cited as the main reasons a prospect didn’t buy – Marketing Delivery helps dealers learn how to keep customers engaged with updates on relevant new stock.” Jeremy Evans, Managing Director, Marketing Delivery
Data Driven Leadership & Management “Change in the industry is imminent. In order to manage this, senior management must embed new business processes and empower their teams with the information they need to do their job. Data is the lifeblood of your business and the dealers who recognise this and use it effectively, will benefit from improved operational and financial performance.” Neil Murphy, automotive data scientist, Real World Analytics
Live Chat “The automotive sector is a highly competitive place and the uncertainty of Brexit has only lead to consumers becoming even more cautious with their purchases. In this climate automotive retailers have to maximise the potential of every lead and be available for new opportunities 24/7. Our software allows dealers to offer an "always open" service while cutting through the noise and focusing in on those consumers who are ready to purchase.” Thom Coupar-Evans, UK Sales Director, LivePerson
Video “Until now the sector has largely seen online as where information is to aid chunks of decision-making and the showroom as where the deal is done, but that’s no longer the case. Our research has shown almost a third of car buyers would be willing to transact online. Retailers who don’t deliver won’t survive. This session explores how high quality digital assets uploaded as soon as the car is retail ready will tip the balance in favour of enquiries and conversions as well as helping bridge the gap between the online and offline customer experience.” Alistair Horsburgh, CEO, CitNOW
Online Vehicle Retailing “Our session will tackle some of the common pitfalls that we see when dealers advertise cars online which could see them fall foul of FCA regulations. Implementing the right technology, systems and processes results in transparency which generates trust whilst ensuring the FCA’s ‘treating the customer fairly’ or TCF principles are met. Having all these in place will mean retailers are also in the best place to facilitate future end-to-end online sales.” James Tew, CEO iVendi
Used Cars “To see where the market is heading and set successful 2020 used car strategies that will help you outperform your competitors.” Anthony Machin, head of content, Glass’s
Leadership & Focus “This session will give a tour de force on different leadership styles, challenge your focus and encourage you to recognise your strengths and areas you can improve. You’ll discover how different captains of our industry identify and create leadership behaviours and future leaders. You’ll learn the secrets of heliotropic leadership and how, ‘why?’ is crucial to recruiting and retaining millennials. Finally you’ll leave with practical tools to enable you and your leadership team to ‘Eat that Frog’, focus on the stuff that matters and evaluate your leadership team. Neil Addley, founder and managing director, JudgeService Research
Digital Marketing & Websites “Websites have been in mainstream use for around 20 years so they feel very familiar to dealers yet it has evolved into a highly complex, competitive and, in some cases, expensive space. However, we see the old blanket bombing strategies of snapping up as much print advertising space as possible or showering the database with a DM offer creeping back but in digital form despite all the available reports and metrics. We want to show dealers how to spend wisely to achieve the best returns.” Martin Dew, Digital Solutions Director, AutoWeb Design
Future of Automotive Retailing “This session will explore latest consumer and technological trends and crucially delve into how dealers can continue to add value and strengthen connections with customers in a disruptive landscape.” Marcus Dacombe, CDK Global
Social Media “We will explain how our new SocialStock platform can help dealers engage with buyers and prospects more effectively online. Delegates will leave with a thorough understanding of how eCRM and social media can best be used to target new prospects, engage car buyers, and convert enquiries into sales”. Jeremy Evans, Managing Director, Marketing Delivery
Data Driven Leadership & Management “Delegates will understand how to use their own data to drive operational and financial performance in their dealerships. They will learn how clarity around goals and targets, which are delivered in the correct format, drives performance. They will also learn the power of benchmarking or leader boards, and how they are used to motivate people right across the organisation.” Neil Murphy, automotive data scientist, Real World Analytics
Live Chat “The LivePerson Automotive ecosystem combines a full range of communication platforms (SMS, Apple Business Chat, WhatsApp) and offers them along with the coverage of Autotrader and Motors. If you want to continuously get in front of more customers and close more deals around the clock, then this is the only session you need to attend.” Thom Coupar-Evans, UK Sales Director, LivePerson