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Positive RV Sales Trends Continue Good Credit, Product Availability and Demographics Help Fuel Sales Page 10 10 Things Customers Won’t Tell You page 29 SEPTEMBER 2015 Positive RV Sales Trends Continue Good credit, product availability and demographics help fuel sales page 10 Tapping into the Pent-Up Demand for Service page 18 2015 Convention Update page 20 Also: Selling to Women – The Differences You Need to Know page 30 C O N T E N T S September 2015 10 Positive RV Retail Market Trends Continuing 10 Demand for towables grew 12 to 14 percent during the early summer, and dealers were generally satisfied with 12 their inventory levels. 12 How Strong Employee Retention Practices Create Value in Your Dealership Want to keep that awesome staff of yours? Better feed them. 14 Stop Talking About Customer Service Success comes from action, not good intentions, says popular author/speaker Lisa Ford. 14 17 The Purchase Is the Wedding but the Service Is the Marriage The relationship between the customer and the service 17 department is like a marriage – it can last for years or be cut short. 18 How to Tap into the Pent-Up Demand 29 for Service There’s plenty of new business out there if you’re ready to make some adjustments in your service department. 29 10 Things Customers Won’t Tell You Here are some reasons why they took their business elsewhere. 30 30 Selling to Women – The Differences You Need to Know Put on your most professional persona and be prepared to 32 answer lots of questions. 32 Dan Saltzgiver: A Commitment to Training that Goes Beyond the Dealership Employees at Dan Saltzgiver’s dealership get raises for becoming certified. And they lose them if they fail to stay certified. ALSO: IN EVERY ISSUE: 6 Looking ahead 36 RVDA endorsed products 9 Quick Takes 7 Chairman’s report 37 Mike Molino RV Learning 16 Create Some “Wow” in Your Parts Department 8 Officers, directors, and Center contributors delegates 38 RV industry’s training calendar 20-27 Convention Update 38 Advertisers index SEPTEMBER 2015 5 RV EXECUTIVE TODAY President: Technology and Phil Ingrassia, CAE Technician Certification Vice President for Administration: By Phil Ingrassia, CAE, president Ronnie Hepp, CAE LOOKING AHEAD Editor: dvances in technology have changed Mary Anne Shreve the way nearly all of us learn how to A Graphic Designer: do our jobs better and measure the results. Ginny Walker This is especially true for the RVDA-RVIA Technician Certification Program, which is co-managed by RVDA and RVIA. RVDA STAFF Working with the National Chuck Boyd Occupational Competency Testing Dealer Services Manager Institute (NOCTI), association volunteer Hank Fortune Director of Finance leaders and staff always strive to provide ProctorU is a live online service better access to certification testing for Jeff Kurowski that allows technicians to take Director of Industry Relations dealership employees and others who Paul Rogers participate in the program. a certification test from any Field Representative The goal has consistently been to comfortable location, using a Julie Anna Newhouse make it as efficient as possible for a candi- computer equipped with a web Marketing Manager date to demonstrate that he or she has the Brett Richardson, Esq., CAE camera and microphone. Director of Legal and knowledge to achieve certification, while Regulatory Affairs maintaining the test security and program Julianne Ryder integrity. Marketing Communications Specialist The benefits of online certification Terri Whiteside testing, which has been in place for seven ProctorU is a live online service that Accounting Clerk years, are fairly straightforward. Written allows technicians to take a certification testing, administered by proctors at the test from any comfortable location, using a MIKE MOLINO RV LEARNING CENTER STAFF test site, often required travel and time computer equipped with a web camera Karin Van Duyse Chief away from the job, and there were severe and microphone. Liz Fleming limitations on where and when hands-on The RVDA-RVIA RV Service Education Coordinator testing was available. Online testing is Technician Certification Governing Board Tony Yerman more cost-efficient for the RV technicians, approved the online proctor program, and RV Service Consultant their employers, and for the technician ––––––––––––––––––––––––––––––––––– it launched just a few weeks ago. A Isabel McGrath certification program itself. number of technicians have already used Technician Certification Registrar The drawback of online testing is a the new testing system and earned certifi- certain loss of control over the process. cation. RV Executive Today is published monthly by the The NOCTI testing data reviewed by Obviously, as with any new system, Recreation Vehicle Dealers Association of America at 3930 University Drive, Fairfax, VA staff shows how long it takes a candidate there’s a learning curve, and RVDA and 22030-2515. Periodicals postage paid at Fairfax, to finish a test – even how long a test RVIA staff are here to help navigate the VA 22030 USPS No. 062450. Issued monthly to all RVDA members as a membership benefit paid taker takes to read and answer a question. change. They’re constantly monitoring the for by their dues. NOCTI has administered thousands of situation and doing all they can to make it Postmaster please send address changes to: occupational tests and can accurately point accessible for everyone. RV Executive Today, 3930 University Drive, Fairfax, VA 22030-2515 The annual subscription out if there is something irregular in the The end result should be a program rate of $30 is a part of membership dues. process. In a small minority of tests taken, that meets the standards of the test itself. Editorial/Business Office: however, there have still been attempts to RVDA-RVIA Certified RV Technicians 3930 University Drive, Fairfax, VA 22030-2515 beat the system. have worked hard to earn certification, Phone (703) 591-7130 FAX (703) 359-0152 So how do you get the best of both and the changes should enhance their RV Executive Today (ISSN #1088-873X) Volume 19, Issue 9 worlds? Better access and test security and status within the industry and with our confidence? Enter the new online proctor For advertising information contact: customers. Julie Newhouse, marketing manager service called ProctorU. (703) 591-7130 x 103 6 RV EXECUTIVE TODAY CHAIRMAN’S REPORT Fall, A Time to Reflect and Look Ahead By John McCluskey, chairman or many areas of the country, we’re What we can say is that dealer F nearing the end of the summer surveys for RVDA, the investment firm selling season. I hope everyone carved RW Baird, and in the trade press time out of their busy schedules to consistently show that the majority of vacation with their families. We sell fun dealers would favor manufacturers and the family experience and, like our maintaining a consistent timeframe for customers, we need to take time to model year introduction so that dealers enjoy both. I recently had the chance to aren’t surprised after placing orders and be with my family in Wisconsin and so the industry maintains credibility again in Florida. The experience rein- with our customer base. forced to me why we’re in this business. The fall season is a good time to New Dealer Satisfaction reflect on what products sold well at our Index Survey dealerships and also review what Earlier this year, the RVDA products didn’t. Another thing we Industry Relations Committee and the Taking a walk with should look at is what products created my 1-year-old great- board of directors approved a revision positive customer experiences and granddaughter to the association’s Dealers Satisfaction Bailey on Hutchinson which ones didn’t. Some products come Island, FL Index (DSI) survey. The questions have in clean, allowing our customers to been revised to place a sharper focus on enjoy the RV lifestyle or their family dealer support and quality issues. The time. Other products rely on us to be buying opportunities are only good if survey itself is shorter and should be the final stage of the production line. we truly need the product and can sell easier to fill out. The more dealers who participate and the more brands that are Open House it before it becomes aged. Many manufacturers will be intro- rated, the better the information that’s Many of us are looking forward to ducing news models, floor plans, and provided to the manufacturers on how attending the Elkhart Open Houses. interior finishes at the Open Houses. they’re doing. I ask you to take time to These events have become one of two Generally, most models will continue to respond to the DSI this year. The key opportunities to view and purchase be sold as 2016s. The RV industry majority of the manufacturers do take new product. I encourage all dealers to allows staggered model year introduc- the results very seriously. consider adding to lines that enhance tions. New-year models start being As we move into the fall, it’s also your customer’s RVing experience. If introduced in January and continue time to make travel plans for the RV we’re selling high quality products, our through the first part of the year. Dealers International customers are happier, our dealerships Your RVDA Board of Directors Convention/Expo. It’s an ideal way to are more profitable, and the industry is has looked into this issue. Staggered educate management staff, and I stronger. Selling lower quality products introductions remain a painful issue for encourage you to register if you have may create short-term profits but does many dealers. However, a significant not already done so. not build long-term value for our deal- percentage of other dealers tell us either Like many of you, I’m preparing for erships.
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