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COVER STORY
ENERGY ENERGY to Power Internet Sales
Dealers pick up tips for sales success at September’s exciting Internet Sales 20 Group workshop
by Catherine MacDonald
Dealers seeking a refreshing boost of energy and enthusiasm
will certainly find it at a three-day intensive workshop with expert panels and success stories, where audience engagement and interaction is encouraged. But if those features don’t quite do it, there’s always the all-night cruise ship party. From September 22-24, dealers from across Massachusetts and several other northeast states attended the Internet Sales 20 Group event. The workshop puts dealer principals, general managers, consultants, and vendors in a room together for an interactive, educational experience. Attendees heard from experts, including 25 speakers and panels. Dealers learned how many components of their operations can bolster Internet sales, with tips and advice on everything from human resources to SEO (Search
OCTOBER 2014
Massachusetts Auto Dealer www.msada.org
Engine Optimization), from recruiting to digital marketing. MSADA President Scott Dube said the workshop provided him and his staff with very specific ideas about what they could be doing differently. He gleaned valuable tips regarding the sales floor, the Internet department, and new products and services that are available to dealers. “We learned about social media; how to better position ourselves in that area, and to be more global about it,” Dube said. “We have a number of different projects underway as a result. We’re putting some new things into play.” Director of Business Development for Mastria Auto Group, Michelle Mastria, also has implemented changes with social media based on advice from the workshop. “One of the things I did right away when I got back is start ‘Social Media Monday’ with my sales team. For 20 minutes we get together on Monday morning and talk through ways they can engage with our Facebook page,” Mastria said. The sales team quickly picked up on new methods, and customers are responding. “Page engagement has gone through the roof,” Mastria said. Sean Bradley, an automotive Internet sales, business development and auto marketing expert, organizes the event through