By John Lane, Championship Training

The triggers that make people spend money didn’t change with the advent of the Internet. In fact, according to John Lane of Championship Training, it’s still the salesperson, the product, information, trust and emotional momentum. And Lane will discuss each of these key components and explain how to tap into them online in a presentation custom designed for the Sales & Marketing track of the 2010 Marine Dealer Conference & Expo, scheduled for Nov. 14-17, 2010 in Orlando, Fla.

In his presentation, titled “Converting Online Efforts to Sales Profits,” Lane will explain how sales and service departments can use Internet tools like Facebook, MySpace, video, e-mail, and others to build relationships that lead to repeat and referral business — all while raising C.S.I.

“Making a sale has always been about building a relationship,” Lane explains. “The only difference now is there are a lot more ways to do it — which can translate into a lot more sales if you know how to take advantage of that.”

Lane will show how the power of asking the right questions can lead to a better understanding of the customer’s emotional value points. Attendees will leave knowing what questions to ask … and what questions to avoid at all costs. Finally, he’ll share what salespeople should know about Internet contacts and how to get them into the dealership, as well as specific strategies for turning leads into appointments that show.

To learn more about “Converting Online Efforts to Sales Profits,” make plans to attend the 2010 Marine Dealer Conference & Expo, to be held in Orlando, Fla., Nov. 14-17. With three concurrent educational tracks and more than 20 individual educational sessions, this event has been designed to help dealers return to the growth phase they knew prior to the economic downturn.

Lane’s “Converting Online Efforts to Sales Profits” session will be the perfect follow-up to the preceding session on the keys to succeeding as a 24/7 marine dealer. Those two sessions will be preceded by a presentation on how to make more money by simply discounting less and charging more and a session on high-impact, low-cost marketing tactics as part of the Sales & Marketing track. Lane’s session will then be followed by presentations on achieving immediate results using search engine marketing and another on closing sales in a difficult economy. The Service Department track will be held concurrently, with a focus on how to be a successful service advisor, solving your most troubling service problems, Web strategies for service profits, operational excellence and financial management for service managers and more.

While the Sales & Marketing track is perfect for sales managers and marketing managers and the service track will help strengthen any service manager or advisor, the newest, most exciting news for the 2010 MDCE is the addition of a third track, geared specifically toward dealer principals, titled Powering Profits. In this track, the educational topics will cover such pressing issues as pay plans, (re)building your culture, how to adopt best practices in your dealership, fact-driven dealer management and of course, myriad best practices to go with them. The event will also feature a general session and two keynote sessions, as well.

“We’ve covered all the bases with the education this year, making quality content, specific to service managers, sales managers, marketing managers and dealership principals alike, available in an unprecedented format,” explains Matt Gruhn, publisher of Boating Industry magazine, which partners with the Marine Retailers Association of America to produce the MDCE. “This will, without question, be the best line-up of education this event has ever produced.”