• Be Available: If you reach out to media, make sure you are available when they call or email you in return. Respond quickly with answers to their questions. If you can’t answer the question right away, still respond letting the reporter know you are working on an answer. Note: If the journalist is not interested in developing a story now, use it as an opportunity to start a relationship with that reporter so you can connect in the future.

• Offer Interviews: Along with your rapid response, offer an executive or owner the opportunity to include a quote in the story. If you have customers available for an interview, offer the opportunity to them as well. SEMA spokespersons also are available to provide reporters with an industry overview.

• Provide Statistics: Help a reporter write their story by providing useful statistics. An example: According to the 2014 American Camper Report, “40.1 million Americans, or 14% of the U.S. population over age six, camped in 2013. Each camping participant, whether staying in a tent, RV, cabin, bivy or yurt, spent an average of 14.9 days camping. On average, campers travelled more than 180 miles to get to their desired camping spot, which tended to be a state park campground.”

• Be Available: If you reach out to media, make sure you are available when they call or email you in return. Respond quickly with answers to their questions. If you can’t answer the question right away, still respond letting the reporter know you are working on an answer. Note: If the journalist is not interested in developing a story now, use it as an opportunity to start a relationship with that reporter so you can connect in the future.

• Offer Interviews: Along with your rapid response, offer an executive or owner the opportunity to include a quote in the story. If you have customers available for an interview, offer the opportunity to them as well. SEMA spokespersons also are available to provide reporters with an industry overview.

• Provide Statistics: Help a reporter write their story by providing useful statistics. An example: According to the 2014 American Camper Report, “40.1 million Americans, or 14% of the U.S. population over age six, camped in 2013. Each camping participant, whether staying in a tent, RV, cabin, bivy or yurt, spent an average of 14.9 days camping. On average, campers travelled more than 180 miles to get to their desired camping spot, which tended to be a state park campground.”

By SEMA Editors

The Hot Rodders of Tomorrow West Coast ’01 GMC tractor trailer with Illinois license plate No. P834651 has been stolen from its storage location in San Jacinto, California.

The Hot Rodders of Tomorrow West Coast ’01 GMC tractor trailer was stolen from its storage location in San Jacinto, California, sometime between Saturday, July 11, and Monday, July 13, in the morning. It has an Illinois license plate No. P834651.

Please be on the lookout for anyone trying to return or sell Edelbrock carbs, manifolds, heads and air cleaners; MSD ignitions; Hedman Hedders; engine stands or anything automotive related. A police report has been filed.

If anyone has information, please contact Jim or Rodney Bingham at 815-722-5460.

By SEMA Editors

The Hot Rodders of Tomorrow West Coast ’01 GMC tractor trailer with Illinois license plate No. P834651 has been stolen from its storage location in San Jacinto, California.

The Hot Rodders of Tomorrow West Coast ’01 GMC tractor trailer was stolen from its storage location in San Jacinto, California, sometime between Saturday, July 11, and Monday, July 13, in the morning. It has an Illinois license plate No. P834651.

Please be on the lookout for anyone trying to return or sell Edelbrock carbs, manifolds, heads and air cleaners; MSD ignitions; Hedman Hedders; engine stands or anything automotive related. A police report has been filed.

If anyone has information, please contact Jim or Rodney Bingham at 815-722-5460.

By Linda Spencer

	The SEMA China Business Development Tour will take place in September. Attendees will have the opportunity to meet with pre-vetted distributors and retailers from throughout China.

Join SEMA for breakfast on Wednesday, July 22, at 9:00 a.m., at the SEMA headquarters in Diamond Bar, California, to learn about how businesses can most efficiently grow their international sales while avoiding common mistakes. The breakfast and briefing has been moved to the SEMA Garage, which can accommodate additional SEMA members.

Attendees will learn the following:

• The next SEMA trip abroad is in September—explore whether it makes sense for you to go based on your product and strategy.

• How to travel with SEMA to key markets with costs defrayed by the U.S. government.

• How you can take advantage of SEMA’s contacts with pre-vetted overseas buyers.

• Five common mistakes those new to exporting make and how to avoid them.

• The most promising markets for U.S. specialty-equipment products.

• Tips for connecting with the 25% of buyers at the 2015 SEMA Show who are based outside the United States.

• The top markets for Jeeps, F-150s and other popularly customized makes/models.

• What vehicles are popularly customized globally but not sold in the United States (three of these vehicles will be on-site at the breakfast).

• Top tips from peers who have successfully grown their overseas business.

• How to take advantage of SEMA’s partnership with the U.S. Department of Commerce and the additional resources made possible by this collaboration.

By Linda Spencer

	The SEMA China Business Development Tour will take place in September. Attendees will have the opportunity to meet with pre-vetted distributors and retailers from throughout China.

Join SEMA for breakfast on Wednesday, July 22, at 9:00 a.m., at the SEMA headquarters in Diamond Bar, California, to learn about how businesses can most efficiently grow their international sales while avoiding common mistakes. The breakfast and briefing has been moved to the SEMA Garage, which can accommodate additional SEMA members.

Attendees will learn the following:

• The next SEMA trip abroad is in September—explore whether it makes sense for you to go based on your product and strategy.

• How to travel with SEMA to key markets with costs defrayed by the U.S. government.

• How you can take advantage of SEMA’s contacts with pre-vetted overseas buyers.

• Five common mistakes those new to exporting make and how to avoid them.

• The most promising markets for U.S. specialty-equipment products.

• Tips for connecting with the 25% of buyers at the 2015 SEMA Show who are based outside the United States.

• The top markets for Jeeps, F-150s and other popularly customized makes/models.

• What vehicles are popularly customized globally but not sold in the United States (three of these vehicles will be on-site at the breakfast).

• Top tips from peers who have successfully grown their overseas business.

• How to take advantage of SEMA’s partnership with the U.S. Department of Commerce and the additional resources made possible by this collaboration.

Are you hunting for a new job? The “Positions Available” section in the SEMA Member Classifieds lists more than 50 job openings around the country. Here are some of the latest classifieds posted to the website.

• Merceli Wheels, located in Santa Fe Springs, California, is hiring a sales rep with related wheel experience and basic knowledge of the automotive industry. The successful candidate will have the ability to generate new customers and close the sale. 

• KNS Accessories Manufacturing, located in Rancho Dominguez, California, is hiring an inside salesperson/customer service rep responsible for handling orders and inquiries, taking care of existing customers, developing new prospects, supporting field sales representatives and attending trade shows. The ideal candidate must have excellent interpersonal skills to communicate with a broad range of customers and field sales representatives. An associate or bachelor’s degree and a minimum of three years of related professional experience are required.

• Hedman Performance Group, located in Whittier, California, is hiring a customer service rep/marketing assistant responsible for handling in-bound tech support/customer service calls and assisting the marketing department. Strong written and verbal communication skills are a must, along with the ability to work well independently or as the member of a project team.

• Covercraft Industries, located in Pauls Valley, Oklahoma, is hiring a regional sales manager for the company's North-Central/Northeast Region. The successful candidate should have experience as a sales manager with territorial experience and possess four to five years’ automotive aftermarket experience. Experience working with manufacturing reps is a must.

View more listings from SEMA's Automotive Classifieds listings.

Strengthen Your Company Through Community

No matter what niche you're in—rods, restoration, racing, restyling, reps, trucks or wheels and tires—there's a SEMA council or professional network that's right for your company. SEMA councils and networks offer members a variety of market-specific programs and activities designed to provide educational and networking opportunities while promoting their particular industry segment.

Visit TORA's website.

SEMA Garage FAQ for TORA Members

By Clayton Drescher

The SEMA Garage is an invaluable product-development tool for manufacturers, especially those serving the truck, SUV and off-road markets. Sixty percent of the Measuring Sessions hosted by the SEMA Garage in the last 12 months have featured trucks or SUVs, and the Truck and Off-Road Alliance (TORA) has compiled a list of Frequently Asked Questions about Measuring Sessions to orient new and veteran members alike to the services and opportunities available at the Garage. 

Maybe you’ve wondered what you should bring to a Measuring Session or if you’ll have private access to the vehicles. Are the right people in your company getting all the Measuring Session notifications and are they aware of the digital data available through Tech Transfer? These questions and more are answered in the SEMA Garage FAQ. 

Visit the FAQ webpage and www.semagarage.com to learn more.

Visit HRIA's website

Connect with Hot Rodders at HRIA’s General Membership Meetings

The Hot Rod Industry Alliance (HRIA) will hold two open general membership meetings in July. These events give HRIA members the chance to connect with each other, meet the council leadership and learn more about industry developments. Included on the agenda for both meetings is the presentation of the HRIA Annual Report and a discussion about the state and direction of the hot-rod industry. Attendees will share and hear from other members about strategies for the future.

Council members and those interested in exploring group membership are invited to attend one of the following:

Thursday, July 9, 2015
3:30 p.m.–5:00 p.m.
18th Annual Goodguys PPG Nationals
Ohio Expo Center, Celeste Building
Columbus, Ohio
Visit www.good-guys.com for more information.
Register now.

Wednesday, August 5, 2015
3:30 p.m.–5:00 p.m.
NSRA National Street Rod Nationals
Louisville, Kentucky Fairgrounds
Visit www.nsra-usa.com for more information.
Register now.

For more information, contact Council Director Jim Skelly.

Back to Top

Visit MRN's website.

Earn Up to $600 in Two Easy Steps

Manufacturers’ reps have a new opportunity to partner with the SEMA Data Co-op (SDC) for a special incentive. Between now and September 2, 2015, reps who refer new suppliers to the SDC can earn a cash reward of anywhere between $150–$600.

The first step for reps is to start a conversation with their manufacturer clients about the benefits of selling more parts with data and the solutions that the SDC offers to help them manage and distribute great product data. Next, visit the SDC incentive page and complete the form by September 2. An SDC employee will follow up with each supplier to begin the on-boarding process.

As long as the supplier is referred during the incentive period and on-boarded by November 27, 2015, the referring rep will receive a check in the amount of that supplier’s first month’s dues. These checks are issued to individual reps, not SEMA-member companies.

For reps who need a little preparation for these discussions, training is available through the MRN Certification Program. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org to sign up.

Visit www.sema.org/mrn to learn more about the MRN SDC Incentive program and start earning rewards today.

Back to Top

Visit PRO's website.

Rules of Sales Success: The 80–20 Rule

By Amanda Gubbins

Every market has a potential customer base, be it big or small, depending on the size of the target market. But not every dealership is a potential customer. Sometimes the best new prospects are current customers.

As a rule of thumb, 80% of a company’s business is generated by 20% of its customers. Though the goal when prospecting is to drum up new business, restylers should devote their time and energy to the prospects with the greatest potential to become loyal customers. A good place to start is by asking some basic questions. Honest answers will help clarify where to focus efforts:

• Is the dealership doing business with another restyling center? If so, is the competition too well established for you to get your foot in the door?
• Will you have to devote a great deal of time and energy to get an order from this dealership? Given the effort required to generate the business, will it be profitable in the long run?
• Does the dealership have the potential to be a significant source of business in the future? If so, should you spend the time now to plant the seeds?
• What are your chances of reaching the decision maker?

The “PRO Sales Training Manual” walks restylers and installers through this and many other selling guidelines. It’s a helpful resource for training your entire team and it’s available at a special rate for PRO members. While it can be purchased by anyone for $149.95, PRO (and TORA) members receive the discounted price of $24.95 for the printed copy. The digital edition is free for PRO members. Contact Clayton Drescher to place your order today.

Steps to Maximizing Every Sales Opportunity

By Amanda Gubbins

Generally speaking, people don’t like to be “sold.” However, they do like to buy, provided, of course, they perceive value and understand the benefits. That’s where skills and know-how come into play. If restylers can give a good reason why their products and services are a perfect fit for the dealership, they are far more likely to gain attention and ultimately earn business. Facts like this can go a long way—the average gross profit on dealer-installed accessories that restylers provide is 50%–75%, versus 10%–20% from the factory.

But that’s not all; products won’t fly off the shelves by themselves. Simply “selling” the dealer doesn’t necessarily make for success. It’s important to build a relationship with the dealership, earn management’s commitment to supporting an accessory program and convince the salespeople on the floor to follow through and sell the products.

Whether working with existing accounts or making cold calls to prospect for new business, there are a few steps restylers can take to maximize every sales opportunity. The “PRO Sales Training Manual” walks restylers and installers through these techniques—from what to wear and how to set goals, to how to structure a sales call and start building relationships with key dealership players.

The “PRO Sales Training Manual” is available as a hard copy, bound in a three-ring binder or for the first time in electronic format for easy use on a tablet. While it can be purchased by anyone for $149.95, PRO (and TORA) members receive the special discounted price of $24.95 for the printed copy. The digital edition is free for PRO members. Contact Clayton Drescher to place your order today.

Back to Top

Visit SBN's website.

	Karen Vielkind

SBN Member of the Month—Karen Vielkind, Girls ‘N Garages

Karen Vielkind is the owner and editor-in-chief of Girls ‘N Garages, based in Plympton, Massachusetts.

What does your company do?

Girls ‘N Garages is a women’s automotive magazine that is currently published four times per year.

What is your position?

Editor-in-chief and owner.

What is the most satisfying aspect of your job?

Getting to talk to women about their experiences being in the automotive world.

How long have you been involved with the automotive aftermarket?

About five months, creating and developing the magazine.

What brought you to the industry?

My fiancé, and wanting to see more women in it.

What is the best piece of advice you have ever received?

Never stop doing your best just because someone doesn’t give you credit.

What would someone meeting you for the first time be surprised to learn?

I am a quadruplet.

What is your dream car?

A ’55 Chevy 3100 pickup.

What is your favorite pastime?

Cruising in my truck and reading/writing.

Back to Top

Visit YEN's website

YEN’s Hot Rod Power Tour 2015: Recap

SEMA’s Young Executives Network (YEN) kicked off the month of June with the Hot Rod Power Tour, where eight YEN members reached out to young professionals regarding the variety of career paths and opportunities available to them in the industry. Starting off in Madison, Wisconsin, on June 5, members traveled though Illinois, Tennessee, Alabama, Mississippi and Louisiana where the tour concluded.

Over the course of seven stops and 1,500 miles, participants had the opportunity to highlight the efforts of SEMA and YEN in person and through more than 1,000 posts on social media, including Facebook, Instagram and Twitter. Members connected with fellow enthusiasts and professionals, gaining valuable insight and a variety of helpful perspectives on the state of the industry, having conducted more than 50 interviews with event attendees.

“Thanks to the Power Tour, I now have connections across the SEMA family of companies and have lifelong friends in different niches of the market,” noted participant Keith McWilliams of COMP Performance Group.

The Tour included visits to schools with education programs dedicated to automotive research and technology, and included the Tennessee College of Applied Technology, Ranken Technical College, Lawson State Community College and the Tuscaloosa Center for Technology. YEN members were delighted to meet and engage with 250 students, finding their enthusiasm for the industry affirming and inspiring to their own career goals and achievements. Participant Matthew S. Davis, director of marketing at Premier Performance Products, was particularly delighted to share his insight with the students he met on the tour.

“The connections I made on this trip with the other YEN members were very valuable to me, and I thoroughly enjoyed networking with the upcoming generations at the school stops. I very much enjoy networking and helping others realize their dreams; it brings me a lot of joy.”

For more information on upcoming events and how to get involved with SEMA’s Young Executives Network (YEN), please visit www.sema.org/YEN.

 Back to Top

Strengthen Your Company Through Community

No matter what niche you're in—rods, restoration, racing, restyling, reps, trucks or wheels and tires—there's a SEMA council or professional network that's right for your company. SEMA councils and networks offer members a variety of market-specific programs and activities designed to provide educational and networking opportunities while promoting their particular industry segment.

Visit TORA's website.

SEMA Garage FAQ for TORA Members

By Clayton Drescher

The SEMA Garage is an invaluable product-development tool for manufacturers, especially those serving the truck, SUV and off-road markets. Sixty percent of the Measuring Sessions hosted by the SEMA Garage in the last 12 months have featured trucks or SUVs, and the Truck and Off-Road Alliance (TORA) has compiled a list of Frequently Asked Questions about Measuring Sessions to orient new and veteran members alike to the services and opportunities available at the Garage. 

Maybe you’ve wondered what you should bring to a Measuring Session or if you’ll have private access to the vehicles. Are the right people in your company getting all the Measuring Session notifications and are they aware of the digital data available through Tech Transfer? These questions and more are answered in the SEMA Garage FAQ. 

Visit the FAQ webpage and www.semagarage.com to learn more.

Visit HRIA's website

Connect with Hot Rodders at HRIA’s General Membership Meetings

The Hot Rod Industry Alliance (HRIA) will hold two open general membership meetings in July. These events give HRIA members the chance to connect with each other, meet the council leadership and learn more about industry developments. Included on the agenda for both meetings is the presentation of the HRIA Annual Report and a discussion about the state and direction of the hot-rod industry. Attendees will share and hear from other members about strategies for the future.

Council members and those interested in exploring group membership are invited to attend one of the following:

Thursday, July 9, 2015
3:30 p.m.–5:00 p.m.
18th Annual Goodguys PPG Nationals
Ohio Expo Center, Celeste Building
Columbus, Ohio
Visit www.good-guys.com for more information.
Register now.

Wednesday, August 5, 2015
3:30 p.m.–5:00 p.m.
NSRA National Street Rod Nationals
Louisville, Kentucky Fairgrounds
Visit www.nsra-usa.com for more information.
Register now.

For more information, contact Council Director Jim Skelly.

Back to Top

Visit MRN's website.

Earn Up to $600 in Two Easy Steps

Manufacturers’ reps have a new opportunity to partner with the SEMA Data Co-op (SDC) for a special incentive. Between now and September 2, 2015, reps who refer new suppliers to the SDC can earn a cash reward of anywhere between $150–$600.

The first step for reps is to start a conversation with their manufacturer clients about the benefits of selling more parts with data and the solutions that the SDC offers to help them manage and distribute great product data. Next, visit the SDC incentive page and complete the form by September 2. An SDC employee will follow up with each supplier to begin the on-boarding process.

As long as the supplier is referred during the incentive period and on-boarded by November 27, 2015, the referring rep will receive a check in the amount of that supplier’s first month’s dues. These checks are issued to individual reps, not SEMA-member companies.

For reps who need a little preparation for these discussions, training is available through the MRN Certification Program. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org to sign up.

Visit www.sema.org/mrn to learn more about the MRN SDC Incentive program and start earning rewards today.

Back to Top

Visit PRO's website.

Rules of Sales Success: The 80–20 Rule

By Amanda Gubbins

Every market has a potential customer base, be it big or small, depending on the size of the target market. But not every dealership is a potential customer. Sometimes the best new prospects are current customers.

As a rule of thumb, 80% of a company’s business is generated by 20% of its customers. Though the goal when prospecting is to drum up new business, restylers should devote their time and energy to the prospects with the greatest potential to become loyal customers. A good place to start is by asking some basic questions. Honest answers will help clarify where to focus efforts:

• Is the dealership doing business with another restyling center? If so, is the competition too well established for you to get your foot in the door?
• Will you have to devote a great deal of time and energy to get an order from this dealership? Given the effort required to generate the business, will it be profitable in the long run?
• Does the dealership have the potential to be a significant source of business in the future? If so, should you spend the time now to plant the seeds?
• What are your chances of reaching the decision maker?

The “PRO Sales Training Manual” walks restylers and installers through this and many other selling guidelines. It’s a helpful resource for training your entire team and it’s available at a special rate for PRO members. While it can be purchased by anyone for $149.95, PRO (and TORA) members receive the discounted price of $24.95 for the printed copy. The digital edition is free for PRO members. Contact Clayton Drescher to place your order today.

Steps to Maximizing Every Sales Opportunity

By Amanda Gubbins

Generally speaking, people don’t like to be “sold.” However, they do like to buy, provided, of course, they perceive value and understand the benefits. That’s where skills and know-how come into play. If restylers can give a good reason why their products and services are a perfect fit for the dealership, they are far more likely to gain attention and ultimately earn business. Facts like this can go a long way—the average gross profit on dealer-installed accessories that restylers provide is 50%–75%, versus 10%–20% from the factory.

But that’s not all; products won’t fly off the shelves by themselves. Simply “selling” the dealer doesn’t necessarily make for success. It’s important to build a relationship with the dealership, earn management’s commitment to supporting an accessory program and convince the salespeople on the floor to follow through and sell the products.

Whether working with existing accounts or making cold calls to prospect for new business, there are a few steps restylers can take to maximize every sales opportunity. The “PRO Sales Training Manual” walks restylers and installers through these techniques—from what to wear and how to set goals, to how to structure a sales call and start building relationships with key dealership players.

The “PRO Sales Training Manual” is available as a hard copy, bound in a three-ring binder or for the first time in electronic format for easy use on a tablet. While it can be purchased by anyone for $149.95, PRO (and TORA) members receive the special discounted price of $24.95 for the printed copy. The digital edition is free for PRO members. Contact Clayton Drescher to place your order today.

Back to Top

Visit SBN's website.

	Karen Vielkind

SBN Member of the Month—Karen Vielkind, Girls ‘N Garages

Karen Vielkind is the owner and editor-in-chief of Girls ‘N Garages, based in Plympton, Massachusetts.

What does your company do?

Girls ‘N Garages is a women’s automotive magazine that is currently published four times per year.

What is your position?

Editor-in-chief and owner.

What is the most satisfying aspect of your job?

Getting to talk to women about their experiences being in the automotive world.

How long have you been involved with the automotive aftermarket?

About five months, creating and developing the magazine.

What brought you to the industry?

My fiancé, and wanting to see more women in it.

What is the best piece of advice you have ever received?

Never stop doing your best just because someone doesn’t give you credit.

What would someone meeting you for the first time be surprised to learn?

I am a quadruplet.

What is your dream car?

A ’55 Chevy 3100 pickup.

What is your favorite pastime?

Cruising in my truck and reading/writing.

Back to Top

Visit YEN's website

YEN’s Hot Rod Power Tour 2015: Recap

SEMA’s Young Executives Network (YEN) kicked off the month of June with the Hot Rod Power Tour, where eight YEN members reached out to young professionals regarding the variety of career paths and opportunities available to them in the industry. Starting off in Madison, Wisconsin, on June 5, members traveled though Illinois, Tennessee, Alabama, Mississippi and Louisiana where the tour concluded.

Over the course of seven stops and 1,500 miles, participants had the opportunity to highlight the efforts of SEMA and YEN in person and through more than 1,000 posts on social media, including Facebook, Instagram and Twitter. Members connected with fellow enthusiasts and professionals, gaining valuable insight and a variety of helpful perspectives on the state of the industry, having conducted more than 50 interviews with event attendees.

“Thanks to the Power Tour, I now have connections across the SEMA family of companies and have lifelong friends in different niches of the market,” noted participant Keith McWilliams of COMP Performance Group.

The Tour included visits to schools with education programs dedicated to automotive research and technology, and included the Tennessee College of Applied Technology, Ranken Technical College, Lawson State Community College and the Tuscaloosa Center for Technology. YEN members were delighted to meet and engage with 250 students, finding their enthusiasm for the industry affirming and inspiring to their own career goals and achievements. Participant Matthew S. Davis, director of marketing at Premier Performance Products, was particularly delighted to share his insight with the students he met on the tour.

“The connections I made on this trip with the other YEN members were very valuable to me, and I thoroughly enjoyed networking with the upcoming generations at the school stops. I very much enjoy networking and helping others realize their dreams; it brings me a lot of joy.”

For more information on upcoming events and how to get involved with SEMA’s Young Executives Network (YEN), please visit www.sema.org/YEN.

 Back to Top

Strengthen Your Company Through Community

No matter what niche you're in—rods, restoration, racing, restyling, reps, trucks or wheels and tires—there's a SEMA council or professional network that's right for your company. SEMA councils and networks offer members a variety of market-specific programs and activities designed to provide educational and networking opportunities while promoting their particular industry segment.

Visit TORA's website.

SEMA Garage FAQ for TORA Members

By Clayton Drescher

The SEMA Garage is an invaluable product-development tool for manufacturers, especially those serving the truck, SUV and off-road markets. Sixty percent of the Measuring Sessions hosted by the SEMA Garage in the last 12 months have featured trucks or SUVs, and the Truck and Off-Road Alliance (TORA) has compiled a list of Frequently Asked Questions about Measuring Sessions to orient new and veteran members alike to the services and opportunities available at the Garage. 

Maybe you’ve wondered what you should bring to a Measuring Session or if you’ll have private access to the vehicles. Are the right people in your company getting all the Measuring Session notifications and are they aware of the digital data available through Tech Transfer? These questions and more are answered in the SEMA Garage FAQ. 

Visit the FAQ webpage and www.semagarage.com to learn more.

Visit HRIA's website

Connect with Hot Rodders at HRIA’s General Membership Meetings

The Hot Rod Industry Alliance (HRIA) will hold two open general membership meetings in July. These events give HRIA members the chance to connect with each other, meet the council leadership and learn more about industry developments. Included on the agenda for both meetings is the presentation of the HRIA Annual Report and a discussion about the state and direction of the hot-rod industry. Attendees will share and hear from other members about strategies for the future.

Council members and those interested in exploring group membership are invited to attend one of the following:

Thursday, July 9, 2015
3:30 p.m.–5:00 p.m.
18th Annual Goodguys PPG Nationals
Ohio Expo Center, Celeste Building
Columbus, Ohio
Visit www.good-guys.com for more information.
Register now.

Wednesday, August 5, 2015
3:30 p.m.–5:00 p.m.
NSRA National Street Rod Nationals
Louisville, Kentucky Fairgrounds
Visit www.nsra-usa.com for more information.
Register now.

For more information, contact Council Director Jim Skelly.

Back to Top

Visit MRN's website.

Earn Up to $600 in Two Easy Steps

Manufacturers’ reps have a new opportunity to partner with the SEMA Data Co-op (SDC) for a special incentive. Between now and September 2, 2015, reps who refer new suppliers to the SDC can earn a cash reward of anywhere between $150–$600.

The first step for reps is to start a conversation with their manufacturer clients about the benefits of selling more parts with data and the solutions that the SDC offers to help them manage and distribute great product data. Next, visit the SDC incentive page and complete the form by September 2. An SDC employee will follow up with each supplier to begin the on-boarding process.

As long as the supplier is referred during the incentive period and on-boarded by November 27, 2015, the referring rep will receive a check in the amount of that supplier’s first month’s dues. These checks are issued to individual reps, not SEMA-member companies.

For reps who need a little preparation for these discussions, training is available through the MRN Certification Program. The web-based educational series helps manufacturers’ representatives learn more about what the SDC offers through courses designed to build confidence in discussing the data-management system with customers. Contact SDC Director of Membership Jim Graven at jimg@SEMAdatacoop.org to sign up.

Visit www.sema.org/mrn to learn more about the MRN SDC Incentive program and start earning rewards today.

Back to Top

Visit PRO's website.

Rules of Sales Success: The 80–20 Rule

By Amanda Gubbins

Every market has a potential customer base, be it big or small, depending on the size of the target market. But not every dealership is a potential customer. Sometimes the best new prospects are current customers.

As a rule of thumb, 80% of a company’s business is generated by 20% of its customers. Though the goal when prospecting is to drum up new business, restylers should devote their time and energy to the prospects with the greatest potential to become loyal customers. A good place to start is by asking some basic questions. Honest answers will help clarify where to focus efforts:

• Is the dealership doing business with another restyling center? If so, is the competition too well established for you to get your foot in the door?
• Will you have to devote a great deal of time and energy to get an order from this dealership? Given the effort required to generate the business, will it be profitable in the long run?
• Does the dealership have the potential to be a significant source of business in the future? If so, should you spend the time now to plant the seeds?
• What are your chances of reaching the decision maker?

The “PRO Sales Training Manual” walks restylers and installers through this and many other selling guidelines. It’s a helpful resource for training your entire team and it’s available at a special rate for PRO members. While it can be purchased by anyone for $149.95, PRO (and TORA) members receive the discounted price of $24.95 for the printed copy. The digital edition is free for PRO members. Contact Clayton Drescher to place your order today.

Steps to Maximizing Every Sales Opportunity

By Amanda Gubbins

Generally speaking, people don’t like to be “sold.” However, they do like to buy, provided, of course, they perceive value and understand the benefits. That’s where skills and know-how come into play. If restylers can give a good reason why their products and services are a perfect fit for the dealership, they are far more likely to gain attention and ultimately earn business. Facts like this can go a long way—the average gross profit on dealer-installed accessories that restylers provide is 50%–75%, versus 10%–20% from the factory.

But that’s not all; products won’t fly off the shelves by themselves. Simply “selling” the dealer doesn’t necessarily make for success. It’s important to build a relationship with the dealership, earn management’s commitment to supporting an accessory program and convince the salespeople on the floor to follow through and sell the products.

Whether working with existing accounts or making cold calls to prospect for new business, there are a few steps restylers can take to maximize every sales opportunity. The “PRO Sales Training Manual” walks restylers and installers through these techniques—from what to wear and how to set goals, to how to structure a sales call and start building relationships with key dealership players.

The “PRO Sales Training Manual” is available as a hard copy, bound in a three-ring binder or for the first time in electronic format for easy use on a tablet. While it can be purchased by anyone for $149.95, PRO (and TORA) members receive the special discounted price of $24.95 for the printed copy. The digital edition is free for PRO members. Contact Clayton Drescher to place your order today.

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	Karen Vielkind

SBN Member of the Month—Karen Vielkind, Girls ‘N Garages

Karen Vielkind is the owner and editor-in-chief of Girls ‘N Garages, based in Plympton, Massachusetts.

What does your company do?

Girls ‘N Garages is a women’s automotive magazine that is currently published four times per year.

What is your position?

Editor-in-chief and owner.

What is the most satisfying aspect of your job?

Getting to talk to women about their experiences being in the automotive world.

How long have you been involved with the automotive aftermarket?

About five months, creating and developing the magazine.

What brought you to the industry?

My fiancé, and wanting to see more women in it.

What is the best piece of advice you have ever received?

Never stop doing your best just because someone doesn’t give you credit.

What would someone meeting you for the first time be surprised to learn?

I am a quadruplet.

What is your dream car?

A ’55 Chevy 3100 pickup.

What is your favorite pastime?

Cruising in my truck and reading/writing.

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YEN’s Hot Rod Power Tour 2015: Recap

SEMA’s Young Executives Network (YEN) kicked off the month of June with the Hot Rod Power Tour, where eight YEN members reached out to young professionals regarding the variety of career paths and opportunities available to them in the industry. Starting off in Madison, Wisconsin, on June 5, members traveled though Illinois, Tennessee, Alabama, Mississippi and Louisiana where the tour concluded.

Over the course of seven stops and 1,500 miles, participants had the opportunity to highlight the efforts of SEMA and YEN in person and through more than 1,000 posts on social media, including Facebook, Instagram and Twitter. Members connected with fellow enthusiasts and professionals, gaining valuable insight and a variety of helpful perspectives on the state of the industry, having conducted more than 50 interviews with event attendees.

“Thanks to the Power Tour, I now have connections across the SEMA family of companies and have lifelong friends in different niches of the market,” noted participant Keith McWilliams of COMP Performance Group.

The Tour included visits to schools with education programs dedicated to automotive research and technology, and included the Tennessee College of Applied Technology, Ranken Technical College, Lawson State Community College and the Tuscaloosa Center for Technology. YEN members were delighted to meet and engage with 250 students, finding their enthusiasm for the industry affirming and inspiring to their own career goals and achievements. Participant Matthew S. Davis, director of marketing at Premier Performance Products, was particularly delighted to share his insight with the students he met on the tour.

“The connections I made on this trip with the other YEN members were very valuable to me, and I thoroughly enjoyed networking with the upcoming generations at the school stops. I very much enjoy networking and helping others realize their dreams; it brings me a lot of joy.”

For more information on upcoming events and how to get involved with SEMA’s Young Executives Network (YEN), please visit www.sema.org/YEN.

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