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| Visit PRO's website. |
PRO Member Profile—Soon-to-Be Chair-Elect Scott Wolin
By Amanda Gubbins
Scott Wolin has been a member of the automotive industry for 25 years in a number of different capacities. Some of his key roles have included sales, marketing, operations and finance. Currently, Wolin is the director of sales and marketing at AVG—a manufacturer and distributor of OEM accessories based in Toronto, Ontario, Canada.
Since first joining the Professional Restylers Organization (PRO) in 1996, Wolin has remained highly active in the council. He served on the Select Committee and was council chair. In July, as Jeff Fink steps into the role of chair, Wolin will again become chair-elect.
Wolin is also the committee chair of PRO’s Training and Best Practices Task Force. A particular focus of the task force is to develop a certificate program that demonstrates an understanding of the material presented in a particular discipline within our industry. The goal is to give members opportunities and additional training to gain general knowledge. It’s something the Select Committee has been working on for months, concentrating initially on the leather-seating component. While the program is in the early stages, PRO is working closely with leather manufacturers to make it a reality. “It’s something we are really excited about. If it’s successful, we can open it up to other disciplines as well,” says Wolin.
Wolin is also excited about the NovemberFest event that will take place during the SEMA Show in Las Vegas. The social mixer gives council members a chance to recognize key individuals within the industry who have done great things. Awards include the Nat Danas Person of the Year, Manufacturer of the Year, Restyler of the Year and the Jim Borré Lifetime Achievement Award. “We used to do this during regional shows, and it is always a great success,” says Wolin.
Mainly, his goals as chair-elect are to support Chair Jeff Fink and continue working hard on the projects the Select Committee already has going. “I want to grow membership and continue to bring professionalism within the council,” he says. He also knows that other issues and ideas will come up at the Long-Range Planning Meeting in Detroit in June and at the general membership meeting at the SEMA Show.
Wolin’s advice to members of the industry is to join PRO. For those who are already members, Wolin encourages involvement. “Come to the Long-Range Planning Meeting and visit us at the SEMA Show. If everyone takes an active role, business will benefit from it,” he says.
For more information about PRO and how to join, contact Zane Clark or call 909-978-6696.
 PRO is committed to helping members build mutually profitable relationships with vehicle dealers. | |
Build a Successful Dealer-Direct Sales Strategy With the PRO Sales Training Manual
By SEMA StaffIn today’s market, competition for a dealer’s business can be stiff and selling to vehicle dealers can be challenging. It stands to reason that to be successful, your company needs to excel and differentiate itself from the pack.
The key lies in developing and implementing an effective sales strategy, and in having a sales team that has the skills and know-how to make savvy sales presentations and build lasting, value-based relationships with your customers. With step-by-step guidelines and techniques aimed at helping your company build a more successful dealer-direct sales strategy, the PRO Sales Training Manual is your handy guide to developing a more professional and effective approach to selling accessories dealer-direct.
Perhaps you and your sales team need help refining sales techniques or knowing how to overcome objections to turn a cold call into a hot sale. Or maybe you want to gain a better understanding of the inner workings of a car dealership and how to qualify and identify the key decision maker. All of this and more is contained in the manual.
Beginning with an overview of the key elements of a sales-marketing strategy, the manual contains a chapter-by-chapter outline of what it takes to affect a more professional approach to selling cars dealer-direct. From understanding how to make an effective sales presentation and refining your negotiation skills, to the importance of product knowledge and how to position your company for success, the sales-training manual offers hints and tips critical to the day-to-day operation of your business.
Through the collective experience of accessory professionals, the Professional Restylers Organization (PRO) has developed this member-only resource (and many others) to help your business succeed and prosper. PRO represents the collective interests of all SEMA-member companies serving the restyling and accessory market—including manufacturers, warehouse distributors, manufacturer's reps, restylers and installers. As a member company, you can work with PRO to build solid, mutually beneficial relationships with OEMs and new- and used-vehicle dealers, participate in ongoing efforts to elevate the level of professionalism throughout all sectors of the industry, enhance customer satisfaction and have a voice on issues that impact the industry.
The PRO Sales Training Manual is mailed to new PRO members and is also available upon request.
To learn more, visit www.SEMA.org/PRO or contact Zane Clark at 909-978-6696.
 Jeff Fink | |
PRO Member Profile—Chair-Elect Jeff Fink
By Amanda Gubbins
Jeff Fink has been involved in the automotive industry for most of his life, beginning with sweeping the floors at his father’s manufacturing business. Currently, he is the vice president of OEM sales and special markets at THI, a leading provider of truck bed protection. THI brands include Advantage Truck Accessories, BedRug, Extang, Truxedo and UnderCover. He is also responsible for sales and marketing at Advantage Truck Accessories in Indiana.
Fink first joined SEMA in the early ’90s. After attending a Long-Range Planning meeting on the recommendation of former Professional Restylers Organization (PRO) Chairman Karl Stearns, Fink began to see the value of PRO. He joined the council about eight years ago, became a Select Committee member in 2008 and will begin his first term as chairman July 1.
Fink is excited about the work PRO is doing because it is a gathering place for such a varied group of people. Restyling companies, truck accessory companies, warehouses, manufacturers and many others all bring unique perspectives and ideas to the council. He believes this is vital in helping the industry grow after coming out of a challenging time. “Business has resurged a bit, and it’s busier for people. [PRO] helps pull resources together through functions,” he says.
Chances for council members to learn and share insight take place through quarterly updates and events. In particular, Fink is excited about PRO’s Long-Range Planning meeting. This year, emphasis is on collaboration between manufacturers and restylers for future projects. Another topic of discussion is how to best increase the connection between restylers and consumers.
Another opportunity for members is the PRO reception at the SEMA Show in Las Vegas, November 5. This event provides networking opportunities for council members. “There’s a lot of value to that, particularly in sharing challenges and how to deal with them,” says Fink. It also provides an opportunity for the council to recognize industry leaders.
One of Fink’s main goals as chairman is to increase transparency among leadership and with members. “This will be reflected in the job that we do; if members recruit new members, it will indicate that they trust and value the council,” he says.
He also hopes to see existing members become more engaged in the council. While acknowledging it can be difficult to know how to help, Fink encourages members to find an area for involvement. “PRO is a wide-open organization,” he says. “There is always plenty to do.”
For more information about PRO and how to join, contact Zane Clark or call 909-978-6696.
 PRO leadership discusses ways to improve the industry during a meeting at the 2012 SEMA Show. | |
The Nuts and Bolts of Running a Successful Restyling Business
What tops the to-do list at your company? Are you looking for creative ways to win new customers and keep them happy? Hire, train and retain qualified employees? Gain a competitive edge in your marketplace? Expand and run a more streamlined and profitable accessory business? Every professional restyler and installer faces these and other challenges.
Inside the PRO Business Development Guidebook, you’ll find innovative, practical solutions and useful step-by-step guidelines and information to help you manage and run a more profitable and professional restyling business, be it start-up or an established restyling center.
Beginning with an overview of the importance of having a business plan—including tips on how to develop a business plan and the many purposes it can serve—the manual offers chapter-by-chapter strategies for creating, operating and maintaining a successful business. They include understanding the basics of business finance, the importance of quality and service and how to make them your business hallmarks, building knowledge and skills among your employees and branding your restyling business as a market leader.
Through the collective experience of accessory professionals, the Professional Restylers Organization (PRO) has developed this member-only resource (and many others) to help your business succeed and prosper. PRO represents the collective interests of all SEMA-member companies serving the restyling and accessory market—including manufacturers, warehouse distributors, manufacturer's reps, restylers and installers. As a member company, you can work with PRO to build solid, mutually beneficial relationships with OEMs and new- and used-vehicle dealers, participate in ongoing efforts to elevate the level of professionalism throughout all sectors of the industry, enhance customer satisfaction and have a voice on issues that impact the industry.
To learn more visit www.SEMA.org/PRO or contact Zane Clark at 909-978-6696.
Are you on Facebook, LinkedIn or Twitter? PRO Is!Be sure to follow PRO on all of your favorite social networking sites. To find these sites, go to www.sema.org/pro and use the links in the top right-hand corner.
PRO Column in SEMA Member News
Read PRO's column featured in the March/April issue of SEMA Member News.
For information about PRO, contact Zane Clark or call 909/978-6696.
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| Visit ARMO's website. | |
 A record number 71 products from 32 ARMO-member companies highlighted the ARMO Hot Products Showcase at Spring Carlisle. Full coverage in next week’s SEMA eNews. | |
A record number 71 products from 32 ARMO-member companies highlighted the ARMO Hot Products Showcase at Spring Carlisle. Full coverage in next week’s SEMA eNews.
Are you on Facebook, LinkedIn or Twitter? ARMO Is!
Be sure to follow ARMO on all of your favorite social networking sites. To find these sites, go to www.sema.org/armo and use the links in the top right-hand corner.
ARMO Column in SEMA Member News
Read ARMO's column featured in the March/April issue of SEMA Member News.
For more information about ARMO, contact Jim Skelly.
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| Visit HRIA's website |
Are you on Facebook, LinkedIn or Twitter? HRIA Is!
Be sure to follow HRIA on all of your favorite social networking sites.
To find these sites, go to www.sema.org/hria and use the links in the top right-hand corner.
HRIA Column in SEMA Member News
Read HRIA's column featured in the March/April issue of SEMA Member News.
For more information about HRIA, contact Zane Clark.
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| Visit TORA's website. |
 Melanie White | |
Introducing Melanie White—TORA Chair-Elect
By Amanda Gubbins
Truck and Off-Road Alliance (TORA) Chair-Elect Melanie White’s great grandfather and grandfather started Hellwig Products in 1946. Over the past 67 years, it has grown into a thriving business, proudly offering 100% American-made products. Though White never planned to go into the automotive aftermarket, she was able to fill a gap in her family’s company eight years ago when she started in an outside sales position. It did not take long for White to fall in love with the industry.
“What we do is just fun,” she says.
Since White first started at Hellwig, she has moved up in the company, first as marketing manager, and last summer she took on the new role of vice president. White enjoys the variety of her job. Some of her favorite aspects are the opportunity for involvement in marketing the company and going out to meet people and promote the brand.
White’s involvement with SEMA began early in her career when one of Hellwig’s accounts was with a company in Stockton, California. There, she met former TORA Chairperson Anne Johnson, who became White’s mentor through the SEMA mentoring program. It was through this mentorship that White first became involved with the TORA, attending networking events and Long-Range Planning meetings. White will take over as council chair for the TORA, July 1.
White is excited about what the council members will accomplish together over the next two years. “It’s fun to be a part of a group that is for the greater good of the industry,” says White of her role on TORA’s Select Committee. “I work with incredibly smart people. It’s a great environment where everyone’s focused on helping membership.”
A challenge that White sees for members of the industry is navigating changes in technology, both on the manufacturing and marketing levels, with the Internet and social media. “I think technology is really the best and the worst for us,” she says.
Issues, such as technology, are important to discuss, but ultimately, White feels her most important role as chair will be meeting the needs of the council members. “I want to address whatever they speak the loudest about,” says White.
At this time, she feels there is a need for online training tools and hopes to continue the work of current Chairman George Lathouris on development of a training module.
As far as opportunities for council involvement, White says there are many. “Volunteering is really important for our industry. We need different voices from different parts of the industry. It’s really about raising your hand and saying you want to get involved.”
For more information about TORA and how to join, contact Jim Skelly or call 909-978-6690.
 Affordable and effective online product training is now available through the SEMA Product Training Center on SEI’s website. The online training is designed to enhance and expand existing training programs, making product information available to virtually anyone with an Internet connection. | |
TORA Product Training a Reality
The Truck and Off-Road Alliance (TORA) and the SEMA Education Institute (SEI) recently launched an innovative, online product training program—the SEMA Product Training Center. A joint effort between TORA and SEI, this new program allows manufacturers to efficiently and effectively provide product training to hundreds or even thousands of resellers throughout the industry for what they might spend to reach only a handful using traditional means. At the same time, it provides resellers with an effective, efficient and consistent method of educating their sales staff. Sign up and participation is open to all resellers, free of charge.
The SEMA Product Training Center is designed to be easy to use and includes simple enrollment. For more information or to sign up for a training module, visit the SEMA Product Training Center.
Are you on Facebook, LinkedIn or Twitter? TORA Is!
Be sure to follow TORA on all of your favorite social networking sites.
To find these sites, go to www.sema.org/TORA and use the links in the top right-hand corner.
TORA Column in SEMA Member News
Read TORA's column featured in the March/April issue of SEMA Member News.
For more information about TORA, contact Jim Skelly.
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| Visit MPMC's website. |
MPMC Business Guidelines Manual
MPMC members may now reference and download the MPMC Business Guidelines Manual from the new MPMC Learning Track on the SEMA Education Institute (SEI). Previously available only in hard copy, MPMC members now have this valuable information at their fingertips via an Internet connection.Written, produced and designed specifically for performance product manufacturers, the manual addresses the many challenges such companies face. Definitions, resources, options and examples also are included in the various sections of the manual. Each section is written in simple details, making it quick and easy to read. Sample documents and verbiage are also included to help members decide which practices will be best for their individual businesses.
Chapters and topics include:
- Bar codes
- Catalogs and price sheets
- Cooperative advertising programs
- Counterfeiting
- Debt collections
- Electronic Data Interchange
- Freight policies
- International business
- Manufacturers reps
- Minimum Advertised Pricing (MAP)
- Packaging
- Insurance
- Terms and Conditions
Not yet an MPMC member? Download an application or contact Jim Skelly at JimSk@sema.org or 909-978-6690 for more information.
Are you on Facebook, LinkedIn or Twitter? MPMC Is!
Be sure to follow MPMC on all of your favorite social networking sites. To find these sites, go to www.sema.org/mpmc and use the links in the top right-hand corner.
Take a Friend to a Race Fan Page
The MPMC Motorsports Awareness campaign, highlighted by the Take a Friend to a Race program, now has its very own Fanpage on Facebook. If you’re not a fan yet, you should be!
MPMC Column in SEMA Member News
Read MPMC's column featured in the March/April issue of SEMA Member News.
For information about MPMC, contact Jim Skelly.
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| Visit MRN's website. |
 Les Rudd | |
MRN Welcomes Les Rudd as Chair-Elect
By Amanda Gubbins
The Manufacturers Representative Network (MRN) will welcome Les Rudd as chairman in July. Rudd has been active on the Select Committee for years and this will be his second term as chairman.
Rudd began racing jet skis at a young age, and it was not long until he took to drag cars. This hobby led to working in an automotive warehouse, then a speed shop, all before his 20th birthday. Since then, Rudd transitioned to managerial roles and is now a principal at Bob Cook Sales.
Rudd brings a great deal of ideas to the Select Committee. “My goal is to ignite the individual talents of many reps across the country to get more involved in SEMA,” he says. He hopes to challenge MRN members to become involved in other councils as well.
Currently, Rudd leads two of the network’s task forces. Of particular focus are the projects the Community and Networking Task Force has underway. Rudd realizes that networking opportunities are limited for manufacturers representatives, but he believes they are vital for members. “The key is to ensure that we take opportunities to get reps together,” says Rudd. “By bringing them together, we are able to share common struggles, concerns for the future and wisdom from older to newer guys.”
Since manufacturer representatives are often spread out, they do not have as many opportunities to connect with others as they would if they worked in an office. Rudd’s vision is to hold regional events, where MRN members can invite other manufacturers from their metro area. His goal is to hold three events each year, and he hopes to see them become regular occurrences as involvement grows.
Another initiative Rudd hopes to expand is the use of the SEMA Data Co-op (SDC). Rudd sees MRN as the gatekeeper and wants to be a resource for members of the industry who use the SDC.
Rudd’s main encouragement to MRN members is to plug in and get involved. “Our industry is in a rapidly changing transition period. I’m excited to see where we will go with MRN in the future,” he says.
For more information about MRN and how to join, contact Zane Clark or call 909-978-6696.
What Does It Mean to Be a Sales Professional?
SEMA’s Manufacturers' Rep Network (MRN) hosts a discussion group on Linkedin for professional reps and sales agents. Recently, MRN asked the question, “In one word, what does it mean to be a sales professional?”
The list as submitted by members of the Linkedin group includes:
- Credibility
- Relationships
- Trust
- Service
- Commitment
- Ethics
- Produce
- Knowledge
- Relevance
- Value
Join the conversation; join MRN at www.sema.org/li-mrc. For more details on how to get involved or to learn how professional reps and agents can help your business, contact Zane Clark at 909-978-6696.
Are you on Facebook, LinkedIn or Twitter? MRN is!
Be sure to follow MRN on all of your favorite social networking sites. To find these sites, go to www.sema.org/mrn and use the links in the top right-hand corner.
MRN Column in SEMA Member NewsRead MRN's column featured in the March/April issue of SEMA Member News.
For information about MRN, contact Zane Clark.
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| Visit SBN's website. |
This map serves a great purpose. It allows SBN to find fellow members in our area so we can make connections year round. So check out the SBN members map and get to networking!
Join the discussion on MySEMA!
Are you on Facebook, LinkedIn or Twitter? SBN is!
Be sure to follow SBN on all of your favorite social networking sites. To find these sites, go to www.sema.org/sbn and use the links in the top right-hand corner.
SBN Column in SEMA Member News
Read SBN's column featured in the March/April issue of SEMA Member News.
For information about SBN, contact Bryan Harrison.
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| Visit WTC's website |
 Joe Schaefer | |
Joe Schaefer to Begin Term as WTC Chairman in July
By Amanda Gubbins
Joe Schaefer, president of Konig American, has been a SEMA member for his entire career and completed two full terms as a Select Committee member of the Wheel and Tire Council (WTC). In July, Schaefer will begin his term as WTC chairman.
Schaefer brings a well-rounded perspective to the council, having a long history in different facets of the automotive industry. His career began with NASCAR as a driver in the ’70s and was sponsored by a wheel company until an injury forced his career to take a different turn. Schaefer spent the ’80s running retail stores and is now involved in the factory side of the industry. For the past 20 years he has worked with Konig American, becoming president in November 2012.
As far as goals for his term as chairman, Schaefer says they are pretty straightforward. He hopes to continue to develop and carry out board initiatives that will improve the function of the board and council overall. He recognizes the importance of collaboration—within the council and with other councils—and wants to promote the SEMA Data Co-op (SDC). The SDC is a way to organize, manage and share product data, but also offers education and training. Schaefer feels the custom wheel industry has room for growth in utilizing this resource to its full potential.
Another goal is to grow a more rounded council. Schaefer has targeted a few groups in particular, one being members of the tire industry. “We need to make a big effort to get tire companies more involved. We need them on the board and at our show,” says Schaefer. Another group he feels is lacking in the council is the younger generation. Schaefer has in mind initiatives to break barriers and welcome new companies to the WTC.
Education is a large part of this effort. “We need to educate the youth market,” says Schaefer. “Education is the single biggest item we have to offer individuals [in the council].” Webinars and open meetings at shows also provide many opportunities for learning and collaboration. The challenge is in getting the word out about these resources and creating an excitement for all that is happening within the industry.
Most importantly, Schaefer cares about the future. “The reason I do what I do is because I believe in our industry,” he says. He hopes that other WTC members are just as excited to partner by donating their time and effort to keep moving forward and leaving a thriving industry for the next generation of manufacturers.
For more information about WTC and how to join, contact Zane Clark or call 909-978-6696.
Be sure to follow WTC on all of your favorite social networking sites. To find these sites, go to www.sema.org/wtc and use the links in the top right-hand corner.
WTC Column in SEMA Member News
Read WTC's column featured in the March/April issue of SEMA Member News.
For information about WTC and how to join, contact Zane Clark or call or 909/978-6696.
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| Visit YEN's website | |
YEN Member of the Month Spotlight
Did you know that YEN has a Member of the Month Spotlight on the SEMA website and that anyone can be nominated? To view previous selections or to make a nomination, visit www.sema.org/yen.
Are you on Facebook, LinkedIn or Twitter? YEN is!
Be sure to follow YEN on all of your favorite social networking sites. To find these sites, go to www.sema.org/yen and use the links in the top right-hand corner.
YEN Column in SEMA Member News
Read YEN's column featured in the March/April issue of SEMA Member News.
For information about YEN, contact Bryan Harrison.
Join the SEMA Council Family
SEMA hosts 10 distinct councils and committees that represent focused niches within the specialty-equipment industry. These groups are comprised of elected volunteers (Select Committee) who guide and direct council activities while representing the membership at large. Although each council acts independently and represents a different segment, they are all focused on the betterment of the industry as a whole.
The value councils provide SEMA and the industry is beyond refute. It is inspiring to witness a diverse collection of company representatives, many of which are direct competitors, come together and develop educational, training, youth awareness and networking events that are, at the core, designed to give back and promote business. An equally important council function is to ensure that SEMA sustains a pulse on the industry and maintains a presence with its members.
The question is often asked, “Why should my company join a council?” The answer is simple. SEMA councils open the doors and provide you exposure to industry leaders, decision makers, trendsetters and a community of like-minded individuals who share your passion and desire to see business succeed and prosper. Once the doors are open, it is your responsibility to take advantage of the benefits by becoming actively involved.
Learn more today.
