PRO to Focus on Sales and Product Development Resources

SEMA Member News—July/August 2014

PRO to Focus on Sales and Product Development Resources

Look to the Future

The Auto Dealer Track educational program will return for the 2014 SEMA Show.
The Auto Dealer Track educational program will return for the 2014 SEMA Show. 

On the morning of July 16, 2014, SEMA-member restylers, accessory manufacturers and retailers—all of whom are involved in the restyling industry—are invited to gather at the SEMA Garage–Industry Innovations Center in Diamond Bar, California, to discuss the current state of the industry and explore new opportunities for the future. This annual Professional Restylers Organization (PRO) long-range planning meeting is a chance for all employees of PRO-member companies and potential members to network and discuss industry-related issues. Attendees can help determine the focus and direction of the council for the next year and beyond.

Topics under discussion will include dealership relations, connecting manufacturers with restylers, best practices, vehicle technology and more. Members will also have the opportunity to learn about SEMA international programs and new dealership sales tools and discuss challenges with product development and technical resources. The meeting will be followed by a networking lunch with members of the Truck and Off-Road Alliance.

If you are not yet a PRO member or are a long-time member who wants to get more involved, this meeting is the opportunity you’ve been looking for. Even if you won’t be in Southern California on July 16, join the meeting remotely from your desk; no webcam required. Visit for more information and to save your seat today.

Updated Resources for Restylers

The “PRO Sales Training Manual: A Restyler’s Guide to Selling Dealer-Direct” has been a long-standing benefit for PRO members. This document has been a valuable tool to get restylers in the right mindset, armed with the right information, to approach dealers in the right way.

The manual is nearly 10 years old, and the past decade has seen extraordinary changes in online sales practices, OEM and aftermarket relationships with dealers, and in consumer expectations. Volunteers within PRO have been working to update the sales training manual to maintain its relevance and usefulness as we prepare for 2015 and beyond.

The updated sales training manual will provide practical suggestions and tips as well as the aggregate wisdom of dozens of the top restylers and salespeople in the industry. The new paradigm of dealership sales is focused on service, according to Lee Morgan, of PRO-member company Roadwire.

“You must offer a great service, a great product and be persistent,” Morgan advised. “One of my favorite sayings is, ‘We do not have problems, only solutions.’ Educate and service your dealerships and learn from them as well.”

The sales training manual will be available soon at a low price for PRO members. It will be an invaluable resource for your sales teams, from veterans to the newest sales associate.

SEMA Garage Resources for Manufacturers

SEMA’s Tech Transfer and OEM-relations staff have been hard at work this year to ensure that restylers and accessory manufacturers are provided with a variety of opportunities to prepare for the new vehicles being released. Some highlights of this year’s measuring sessions, both in California and Michigan, have been the ’15 Ford F-150 and Mustang, ’15 Audi A3 Sedan, ’14 Chevrolet Corvette Stingray, ’15 Silverado 2500 HD 4WD Double Cab LB and the ’14 Kia Soul.

Professional Restylers Organization (PRO) - SEMA CouncilThe facility at the SEMA Garage– Industry Innovations Center is continually adding new benefits and features for SEMA members. Construction recently finished on two photo coves in the garage’s media center. One photo cover is for fullsize vehicles and the other serves as a backdrop for individual products. To learn more or to book a photography session, contact Rachael Salazar at 909-978-6744.

Auto Dealer Track Shows Car Dealers How to Grow Profits

The Auto Dealer Track educational sessions will return for the 2014 SEMA Show. SEMA’s Auto Dealer Track is a unique program developed by PRO and the National Independent Automobile Dealers Association to teach car dealers best practices for integrating accessories at dealerships for increased revenue.

The Auto Dealer Track will provide attendees with proven strategies, trends, tools and resources to sell more vehicles and increase their bottom lines while integrating the dealerships’ fixed operations with vehicle sales.

“The sessions take the best benefits SEMA has to offer dealership managers and concentrates it into one conference that makes good use of time away from the store,” said Phil Tucker, an employee of Cerritos Infiniti.

Be sure to look up these sessions as you prepare your 2014 SEMA Show schedule.