HRR Trade Show Seminar Presenter Dick Dixon to Explain ‘The Art of Selling’

Feb 23, 2011

The 2011 Hotrod & Restoration Trade Show will feature two days of educational seminars and workshops, in addition to two days on the trade show floor.

While Thursday is the dedicated Education & Training Day, Saturday, March 19, will also bring education opportunities via ARMO’s Business Seminar sessions.

Dick Dixon, director of the International Motorsports Alliance and a professor of automotive management and marketing at California State University, San Bernardino, will be presenting “The Art of Selling” from 8-9 a.m. This seminar will touch on many important aspects of making a sale, including how to develop relationships within the industry and better communicate with your customers. This will be the second seminar that Dixon will be putting on at the HRR Trade Show. He presented a sales seminar at the 2010 show.

“I’m honored to be a part of this trade show,” Dixon said. “This show is like a second home to me. I’m looking forward to having a lot of fun with the attendees.”

Dixon answered a few questions about his upcoming seminar, giving attendees some insight on what they can expect.

HRR: What will attendees learn from this seminar?

Dixon: We will touch on how to get to “yes” faster and easier when it comes to making a sale, we’ll discuss human behavior, the natural projection of body language, eye contact and verbal overtones, as well as telephone sales techniques. The last one is extremely important. [I’ll explain how to] improve how you’re “seen” by the customer you’re on the phone with. Helping the person on the other side [of the phone] “see” your confidence helps them paint a positive picture of you.

HRR: Why is it important for everyone working at a shop or store to attend this seminar?

Dixon: Builders are a critical part [of a business] since they’re the advisor, they’re the salespeople, the creator and designer of the end product. This will help them better understand what the end-user wants. The takeaway on this seminar is that people can really put the action steps [they’ll learn at the seminar] right into motion. We have action steps that they can incorporate to help their business right after the seminar on the show floor, and more that they can implement when they return to their place of business. Practice makes perfect. Everyone, especially those that are in a position of management, needs to work on improving their communication skills with others. Those in sales need to learn to listen to their customers, and work on their delivery skills. Those that are brand-new to the industry will have the ability to learn about the industry by asking questions [at this seminar].

HRR: Why is it important to have good listening skills as a salesperson or business owner?

Dixon: There’s a big difference between “selling” something to a customer as opposed to just taking an order. Most salespeople talk, but don’t listen to their customers. You have to take care of both elements in order to get the sale and build the relationship with the customer. By getting to know the customer, the sale takes place much more easily. A lot of salespeople  don’t really know how to ‘read’ their customers. We will be taking a tactile approach of being able to learn the elements of reading a customer and developing a good relationship with them.

HRR: What can attendees expect from this seminar?

Dixon: This seminar will be in a plain-talk approach. I’ll have big content delivery but no big words. I want them to leave with more than they came with. I recommend bringing business questions to ask at the seminar. There will be a question-and-answer session at the end. I’ll also have a self-survey that they can give themselves so they can see where their shop measures up in regards to some of the topics that we’ll go over in the seminar. I look at things from a SWOT analysis. Builders need to determine their own Strengths, Weaknesses, Opportunities and Threats, as well as those of their customers. We will be going over this during the session.

For more information on all of the Saturday educational seminars and workshops, click here.