By Ashley Reyes

Automotive restylers are increasing their sales profits and building successful dealer-direct strategies through the help of the SEMA Professional Restylers Organization (PRO) Sales Training Manual and SEMA Accessory Sales Professional (SASP) Exam.

Developed by PRO to help restylers, trimmers and accessory retailers expand their businesses, the program outlines proven tactics that can help restylers get their foot in the door of any dealership. The manual covers how to structure a sale, the rules of sales success, tips for refining negotiation skills, and the importance of product knowledge—all of which are essential traits that can help restylers build a client base and develop strong partnerships with their customers.  

“I made it mandatory for all of our current and future employees to take the course and become certified,” said Rod Bennett, general manager at Chrome Enhancements. “This has resulted in a nationwide salesforce that have become more confident and better prepared to understand the inner workings of car dealerships. It has improved their ability to identify the key decision maker, and has helped them develop better sales strategies, which has resulted in a significant increase of our customer base.”

His thoughts were echoed by Evan Cook, COO at Trim Illusion Inc. “Understanding the inner workings of a dealership and the interactions our customers have daily can be crucial. This is not always easy when you are involved in the operations and supply-chain side of the business. The SEMA Accessory Sales Professional program has greatly improved my ability to relate to our customers and given me insight on the obstacles they face. The SASP has been vital in improving our customer relations and learning how we can help our customer close the deal.”

To date, 190 PRO-member company employees have passed the course, qualifying their expertise and setting their businesses apart from competitors. An accessory sales professional certificate and badge is awarded to restylers who pass the exam, earning them recognition for their achievement and providing business owners with a valuable marketing edge. Bill North, account executive at Reputation.com, also notes that SEMA members who have attained this accreditation take pride in showing what they have learned about selling into the automotive dealership environment.

“Selling vehicle accessories is one thing; selling vehicle accessories to car dealers is a whole different level,” added Josh Poulson of Auto Additions Inc. “Passing the PRO SASP Exam proves a person‘s true understanding of the current market and trends, and the how to successfully navigate the car dealer arena.”

PRO members can order a free electronic copy of the manual by contacting Denise Waddingham at deniselw@sema.org.

Learn more about the PRO Sales Training Manual and SEMA Accessory Professional Exam.

By Ashley Reyes

Members of the SEMA Truck and Off-Road Alliance (TORA) and SEMA Young Executives Network (YEN) are invited to a cross-council mixer, Saturday, October 16 at the Holcomb Valley Ranch Archery Range in Big Bear, California.

This event is the ideal opportunity for members to meet new contacts and strengthen existing connections while winding down from a busy day at the OLAF Octoberfestivus event. Attendees will learn about resources available in the industry, openly network with other professionals, and connect directly with select committee members who can help them get more involved in the industry.

OLAF Octoberfestivus attendees who are not current YEN or TORA members but are interested in getting more involved are invited to attend, as it is a great way to introduce yourself and learn about what SEMA councils and networks have to offer.

Registration, although not required, is encouraged so that the councils can plan accordingly. Drinks and barbecue will be available. Learn more and RSVP here.

 By SEMA Editors

Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.

The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.

Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.

Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.

View the Products for Project-Vehicle Builders list.

By Ashley Reyes

Whether you are a veteran SEMA Show attendee or going for the first time, there is always something new to see and a lot to learn at the event.

Wheel and tire members are invited to a webinar, Thursday, October 21, at 12:00 p.m. (PDT) to join Greg Parker, prior SEMA Wheel and Tire Council (WTC) chairman and national account sales, marketing and product management director at WEGMANN; Heather Tausch of Mickey Thompson Tires; and Ryan Fuller of Standard Testing Labs as they share information and tips on what companies in the wheel and tire industry can do to prepare for a successful SEMA Show.

Parker has participated in the SEMA Show for 17 consecutive years as either a booth director, buyer or show participant. He will share his experience and knowledge to help members understand how to make the most out of their experience, from pre-Show prep to onsite activities at the Show. Parker, Tausch and Fuller will also share effective strategies for how to follow up and maintain relationships with new contacts weeks and months after the Show concludes on November 5.

Register here for Wheel and Tire Prep for SEMA Show.

By Ashley Reyes

Whether you are a veteran SEMA Show attendee or going for the first time, there is always something new to see and a lot to learn at the event.

Wheel and tire members are invited to a webinar, Thursday, October 21, at 12:00 p.m. (PDT) to join Greg Parker, prior SEMA Wheel and Tire Council (WTC) chairman and national account sales, marketing and product management director at WEGMANN; Heather Tausch of Mickey Thompson Tires; and Ryan Fuller of Standard Testing Labs as they share information and tips on what companies in the wheel and tire industry can do to prepare for a successful SEMA Show.

Parker has participated in the SEMA Show for 17 consecutive years as either a booth director, buyer or show participant. He will share his experience and knowledge to help members understand how to make the most out of their experience, from pre-Show prep to onsite activities at the Show. Parker, Tausch and Fuller will also share effective strategies for how to follow up and maintain relationships with new contacts weeks and months after the Show concludes on November 5.

Register here for Wheel and Tire Prep for SEMA Show.

By SEMA Editors

It’s been two years since the sights of the parade of custom vehicles from behind the walls of the trade-only SEMA Show; Formula DRIFT competitors narrowly missing the cement drift box barriers; flames shooting from the chrome headers of vintage dragsters; the smells of nitrous and burning rubber; and the sounds of squealing tires, high-revving engines, the cheering crowd and rocking bands.

SEMA Ignited, the official SEMA Show after-party, is back in-person and in Las Vegas. This year the event will take place at the new LVCC West Hall parking lot.

Credentialed 2021 SEMA Show attendees can access the event for free with their badge. Enthusiasts can access the event by purchasing one of two ticket types—a previously offered SEMA General Admission Ticket or the all-new SEMA Friday Experience that gives the ticket holder Friday access to the SEMA Show and to SEMA Ignited.

SEMA Ignited General Admission Ticket

View hundreds of cars and trucks as they parade out of the Las Vegas Convention Center, drifting by Formula DRIFT, food, music and much more.

What You Get: Includes entry to SEMA Ignited, Friday, November 5, from 3:00 p.m.–10:00 p.m.

Price: $20 if purchased online or at the SEMA Ignited Ticket Office on Friday, November 5.

SEMA Friday Experience Ticket

For the first time ever, SEMA is offering a limited number of enthusiasts entry into the trade-only SEMA Show through the purchase of the SEMA Friday Experience ticket. The SEMA Show offers an attendee experience like no other trade show on the planet. It’s the best place to see the newest automotive performance products and to discover the latest product and vehicle trends.   

What You Get: Includes Friday entry into the SEMA Show from 9:00 a.m.–4:00 p.m. and SEMA Ignited from 3:00 p.m.–10:00 p.m. on Friday, November 5.

Important Restrictions: Each person must pick up their own ticket. You may not send anyone else in your place. NO EXCEPTIONS. Please be prepared to show a valid government-issued photo ID when picking up your ticket. The name on your photo ID must match the name on this confirmation. No one under the age of 16, including infants, is allowed access to the exhibits. No exceptions. Show management does not provide childcare services on-site. Use of a school-issued ID to prove age is not acceptable unless it provides a date of birth. Tickets CANNOT be reproduced, transferred or resold. No day of purchases will be permitted.

Price: $60 if purchased by October 8, or $90 if purchased between October 9–November 4. No on-site ticket purchases will be permitted.

Purchase tickets now!

For more information, visit www.semaignited.com.

By SEMA Editors

The New Product Showcase is the No. 1 reason buyers attend the SEMA Show. In fact, nearly 60% of SEMA Show buyers head to the Show with a list (plan) of the exhibitors they need to connect with. The first stop for most of these buyers will be the SEMA Show New Products Showcase, a modern museum of new products that are available to customers now, or making their market debut at the Show. This year, the Showcase will be located in one continuous space of 30,000 sq. ft. in the Upper South Hall, and all scanning can be done using the SEMA Show app.

Exhibitors are encouraged to take advantage of the this opportunity to enter at least one product in the Showcase. Not only does the Showcase provide exhibitors with an additional avenue to reach new buyers away from their booth displays, products that meet the new product criteria may qualify to receive additional benefits, including eligibility for a SEMA Show New Product Award.

The best part: the first product you enter is free!

Enter your new products now!

In addition to the inherent benefits of entering the Showcase, each product will be photographed by SEMA's team of professional photographers, and the images will be featured in SEMA News and at www.SEMAphotos.com. They will also be promoted to the media and available to buyers at the Show.

Entry Fees:

• The first product entered in one category in the New Products Showcase is FREE!
• Additional $75 per product category before October 8.
• After October 8, the cost is $150 per entry.
• No refunds provided after October 8.
• Entries submitted on-site will be accepted on a space availability basis.

For more information on New Products Showcase display guidelines, visit www.SEMAShow.com/esm.

By SEMA Editors

The 2021 SEMA Show is about four weeks away. Here’s a rundown of key deadlines, including early-bird and advance rates available for several booth services, as well as checklists to keep you on track and on budget.

Complete Deadlines Checklist - Take advantage of Early-bird rates—order before the deadlines!

The Deadlines Checklist provides a breakdown of all of the deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and much more.

Budget Checklist – Double check your Show prep.

The budget checklist form allows you to keep track of all your costs and ensures that you are adequately prepared for your experience at the SEMA Show. 

Upcoming Exhibitor Deadlines – Take advantage of discounts by acting before the deadlines.

• October 8 – EAC – (Exhibitor-Appointed Contractor) Application Form
• October 8 – New Products Entry (Advance Rate)
• October 15 – Meeting/Function Space Reservation
• October 18 – Booth Catering Order Service (Centerplate)
• October 19 – Tents/Canopies—Full Circle Events
• October 21 – Hanging Sign/Banner Shipments to Advance Freeman Warehouse
• October 22 – Photography Order – Expo Ease
• October 22 – Plant and Floral Order – Expo Ease
• October 22 – Vehicle Detailing (Advance Rate) – Professional Detailers
• November 5 – Members Lounge Conference Room Reservation by 3:00 p.m.

Click here for a complete listing of 2021 SEMA Show deadlines.

More information on the 2021 SEMA Show is available at www.SEMAShow.com.

By Jason Catullo

The early registration discount for the 2021 SEMA Show ends Friday, October 8, after which, the price increases from $40 to $90 for all attendees. Domestic attendees can have their badges mailed if they register by October 8, otherwise badges can be picked up on-site if attendees register on October 9 or later.

The Las Vegas Convention Center’s (LVCC) halls are nearly full of exhibits, but booth space is still being reserved, and more exhibitors are expected to secure space until the Show opens on November 2.

Attendees planning on joining the industry at the 2021 SEMA Show can see who's exhibiting and where through the updated floorplan. If you have not yet registered for the SEMA Show, taking place Tuesday-Friday, November 2-5, visit www.SEMAShow.com/attendee to register.

For 2021, the Show will include exhibit space in the LVCC’s newly constructed West Hall, a 1.4-million-sq.-ft. facility completed in January. The new facility includes exhibitors from the Restyling & Car Care Accessories, Powersports & Utility Vehicles, and Truck, SUV & Off-Road sections.

Earlier in June, the visitors of the World of Concrete convention were the first to use the new hall, and the event marked the first large-scale convention and tradeshow to be held in Las Vegas in 15 months.

In addition to the new hall, the newly constructed Loop—a high-speed, people-mover system that runs 40 ft. under the LVCC—will transport visitors between South, Central and West Halls. The World of Concrete successfully used the system to shuttle visitors through the 200-acre convention center.

For more information on the 2021 SEMA Show, visit www.SEMAShow.com.

By Ashley Reyes

SEMA members and potential members will be able to get a personalize assessment of their business needs and discover the benefits that are most relevant to them, by visiting SEMA Member Central at the 2021 SEMA Show.

Located just outside of N251 on the second floor above the Grand Lobby, the SEMA team will be ready to answer questions and share details about the association’s exclusive market research, year-round education program, product development resources, data support and more.

“Meeting with members and potential members in person is always a treat for us,” said AJ Carney, SEMA director, membership. “Every business is unique and members have different needs. Connecting at the SEMA Show is the ideal time for us to better understand what a company’s needs are, then we can match them up with the benefits that are most relevant to them.”

SEMA Member Central will be open throughout the SEMA Show. In addition to meeting with the SEMA Membership Team to learn about the benefits and resources, exhibitors will be able to pick up their complimentary tickets to the SEMA Industry Awards Banquet.