Economic Census Reveals Recession’s Full Impact on RV Sales, … · 2017. 9. 7. · from the depths of the Great Recession. 12Be Social! With more than 1.6 billion social network

OCTOBER 2014

New Research Confirms It – RVers Save on Vacations page 34

Economic CensusReveals Recession’s

Full Impact on RV Sales, Dealership

Locations & Payroll

ALSO:RV Learning Center to Launch Society forCertified RV Professionals page 20

Creating a 5-Star Service Experience page 18

Tips for Beating Your Sales Competition page 15

page 10

Connect withCustomers onSocial Media

page 12

6 Looking ahead 7 Chairman’s report 8 Officers, directors, anddelegates

9 Industry trends

36 Mike Molino RV LearningCenter contributors

40 RVDA endorsed products42 RV industry’s training calendar42 Advertisers index

C O N T E N T S October 2014

IN EVERY I S SUE :

10 Economic Census Reveals Full Impactof Great Recession on RV Industry

The just-released 2012 census shows that the RVindustry had by then already recovered halfwayfrom the depths of the Great Recession.

12 Be Social! With more than 1.6 billion social network users

worldwide, RV dealers are finding that theircustomers increasingly want to engage via thosenetworks.

15 8 Tips to Beat Your Sales Competition Some of the oldest and most-used sales techniques

are also the least effective. Stand out from thecompetition by doing things differently.

17 New Alignment System QuicklyBecoming Standard

Lippert Components’ product has only been on themarket for a year and a half, but more OEMs areusing it as standard equipment on their new units.

18 Create a 5-Star Experience in YourService Department

Observe your service shop in action and askyourself, “Would I do business with me?” If not, trythese easy steps to deliver a better customerexperience.

24 Should You Prioritize Your RV ServiceCustomers?

Maybe you don’t need to prioritize customers –maybe you just need to improve your process.

5OCTOBER 2014

20 Learning Center to Launch Society forCertified RV Professionals

22 Convention update

34 New Research Shows RVers Save on Vacations

A L S O :

10

18

15

12

24

17

6 RV EXECUTIVE TODAY

This isn’t news to anyone who offers RVservice and repair, but there’s a measur-

able gap between RV sales and the numberof people employed to fix them.

A look at some recent employment esti-mates from the Bureau of Labor Statistics(BLS) shows a total of 11,200 RV techsemployed in 2013 compared to 14,030 techsemployed in 2007 prior to the recession.

It’s clear that as the industry approachespre-recession sales figures, the number oftechs employed isn’t keeping up. Today’stechs (and those managing them) are likelymore efficient than years ago, but efficiency inthe service drive can’t totally make up for thelost capacity of the nearly 3,000 techs nolonger in the industry.

The number of industry-certified techs isalso down from a peak of 3,564 in 2008 to2,233 midway through this year, as fewer getcertified or retain their certification. Theindustry has not only lost employed techni-cians, but a good percentage of the certifiedtechnician workforce has either left theindustry or decided not to recertify.

So, what’s happening – and how does theindustry fix it? Over the past year, the MikeMolino RV Learning Center RecertificationTask Force, chaired by past RVDA chairmanRick Horsey, looked not only at technicians,but also at fixed-operations certification forservice writers/advisors and parts personnel.The task force found that recertification isviewed as too expensive and inaccessible.Further, there’s a perception that certificationdoesn’t result in a “pay off ” for dealers, manu-facturers, or customers. There’s also a beliefthat no one – neither dealer, manufacturer,supplier or customer – cares if a person retainscertification or becomes certified.

I know that many dealers reading this areworking hard on recruitment by supportinglocal technical schools and colleges andoffering training at the dealership withprograms such as the FRVTA DistanceLearning Network and the RV TechnicianCertification Prep Program, both availablethrough the RV Learning Center. RVIA hascommitted to moving forward with itsregional training program at dealerships. This

program is, in effect, replacing the TroubleShooter Clinics of the past, and RVIA israllying suppliers and manufacturers to helpdefray the training cost to dealers.

To combat the perception that “no onecares” about certified employees, the RVLearning Center is launching the Society ofCertified RV Professionals next monthduring the RV Dealers InternationalConvention/Expo (see page 20). Thisprogram will help dealers and the industryrecognize and reward certified professionalsfor their achievement and dedication to theirprofessional development, their companies,and their customers.

But how can the industry improve theperceived value of industry certification? Themajority of dealers feel that trained and certi-fied techs are important to their bottom line.The last survey on the topic showed thatapproximately two-thirds (62 percent) felt thecertification process for service technicians is“valuable.” Dealers were also most likely toagree with the statements “certified RV servicetechnicians perform better quality of workthan non-certified” (75 percent) and “certifiedRV service technicians are more profitable tothe company” (80 percent).

With RV sales on a roll – and mostdealers saying certified employees do betterquality work and make companies moremoney – it seems like a good time to reinvestin training and certification.

Thanks for your support, and I lookforward to hearingyour thoughts on theseissues.

LOOKING

AHEAD

President: Phil Ingrassia, CAE

Vice President forAdministration:Ronnie Hepp, CAE

Editor:Mary Anne Shreve

Graphic Designer: Ginny Walker

RV EXECUTIVE TODAY

RV Executive Today is published monthly by theRecreation Vehicle Dealers Association ofAmerica at 3930 University Drive, Fairfax, VA22030-2515. Periodicals postage paid at Fairfax,VA 22030 USPS No. 062450. Issued monthly toall RVDA members as a membership benefit paidfor by their dues.

Postmaster please send address changes to: RV Executive Today, 3930 University Drive,Fairfax, VA 22030-2515 The annual subscriptionrate of $30 is a part of membership dues.

Editorial/Business Office: 3930 University Drive, Fairfax, VA 22030-2515Phone (703) 591-7130 FAX (703) 359-0152

RV Executive Today (ISSN #1088-873X) Volume 18, Issue 10

For advertising information contact:Julie Newhouse, Marketing Manager, (703) 591-7130 x 103

RVDA STAFF Chuck BoydDealer Services Manager

Hank FortuneDirector of Finance

Jeff KurowskiDirector of Industry Relations

Julie Anna NewhouseMarketing Manager

Brett Richardson, Esq., CAEDirector of Legal and RegulatoryAffairs

Julianne RyderMarketing Communications Specialist

Patricia WilliamsAccounting Clerk

MIKE MOLINO RV LEARNING CENTER STAFF Karin Van DuyseChief

Liz FlemingEducation Coordinator

Tony YermanRV Service Consultant –––––––––––––––––––––––––––––––––––Isabel McGrathTechnician Certification Registrar

Number of RV ServiceTechs not Keeping Upwith SalesBy Phil Ingrassia, CAE, president

7OCTOBER 2014

N earing the end of my term as chairman, I’ve been thinkingback on some of the biggest issues I’ve heard about from

other dealers and on the insights I’ve gleaned. First, I’ve learnedthat on any given subject, members’ opinions can vary greatly,sometimes depending on their region.

Take the subject of freight charges. Some dealers stronglybelieve the current system gives an unfair advantage to thoseclosest to production. The more distant dealers feel they losecredibility when they try to justify their higher cost tocustomers, and they’re challenged when customers buy elsewhereto save on freight. However, customers go to their local dealerwith warranty and goodwill needs. But goodwill is seldomcovered by manufacturer warranties, and warranty is often abreak-even or loss for the servicing dealer. The dealers are forcedto decide whether to service those customers at a loss to theirservice department’s P&L.

A manufacturer recently gave me a very different perspec-tive on the matter. He suggested that the problem is about allo-cation. Does it make sense that a dealer located in a 400-unitmarket is actually selling 800? What happens to the 400customers who buy outside their markets? Is this the rightstrategy for the long-term health of our industry?

Product qualityRetiring RVIA chairman Doug Gaeddert said in farewell

remarks in his association’s magazine that the industry’s recentgrowth can continue if we take care of the basics – includingproduct quality. “If customers are delighted with what weprovide them, they’ll continue to be customers,” he says. Icouldn't agree more.

As chairman, I’ve heard from a lot of dealers about thequality issue. One dealer told me there’s a component and mate-rials problem. He believes the industry now relies on low-cost,low-quality imports that have affected overall vehicle quality. Hefeels units should last at least as long as customers’ loan terms.Another dealer believes Elkhart County is having difficultyfinding qualified workers for the factories. Another dealer feelsthere’s more emphasis on price and market share than onlongevity.

These are difficult topics that we need to start discussing.The solution to these issues must start with a conversationbetween all of the stakeholders.

Model year change-overThis subject continues to be a top issue with dealers. Here's

what they’ve expressed to me:

• Spring model-year launches – Dealers often have to liqui-date September Open House purchases during their prime

selling season because spring model-year changes devaluetheir current inventory.

• The challenge of valuing trades – How can dealers deter-mine the value on a unit from an early spring launch dateversus a unit with the same model year that was part of aSeptember promotion that may have included packages withdealer incentives?

• Inconsistency with launch dates – Some dealers say this hasbeen used as a marketing maneuver; manufacturers say it'snecessary to stagger brand launches because of productcomplexity.

• Skipped model years – Manufacturers sometimes skip yearsor introduce models early to secure a competitive advantage.

• Early releases that make MAP pricing ineffective – Forexample, if the 2015s are out and the 2016s are released, domanufacturers allow those 2015s to be advertising belowMAP during the prime selling season?

The current system also creates confusion for customers andsalespeople. A model-year change usually represents the latestenhancements, but as it stands now, identical units sometimesget two different model-year stickers halfway through a produc-tion run. We don’t see any actual enhancements until the fallopen house.

A July/August model-year launch could be a healthy changethat benefits both manufacturers and dealers, salespeople andconsumers. Manufacturers could fill their traditional summer lulland smooth out their production schedules. Dealers would knowthat what they were buying in July/August was essentially whatthey’d be seeing at the September Open House. And they couldthen sell their September purchases into the following year’sspring season, selling from strength rather than from desperationto liquidate obsolete inventory.

Manufacturers may raise concerns about how a July/Augustlaunch would affect attendance at the open house. My answer:After seven years of crowds numbering in the thousands, thisevent has proven to be a huge success that’s not going awayanytime soon. Dealers enjoy it and will continue going toIndiana to see new floor plans and compare competitiveproducts.

Today’s dealers have more challenges than ever before, butmost of you are doing admirably to meet them. I’m especiallyencouraged by younger dealers who are asking some of thesetough questions.

Though I have just a short time left aschairman, I’ll stay active in this industry because Ilove everything about it – including the people.

Two Years’ Worth of Wisdom By Jeff Hirsch, chairman

CHAIRMAN’S REPORT


ChairmanJeff HirschCampers Inn of KingstonKingston, NH(603) [email protected]

1st Vice ChairmanJohn McCluskeyFlorida Outdoors RV CenterStuart, FL(772) [email protected]

2nd Vice ChairmanBrian WilkinsWilkins R.V. Inc.Bath, NY(607) [email protected]

TreasurerDarrel FriesenAll Seasons RV CenterYuba City, CA(530) [email protected]

SecretaryTim WeggeBurlington RV SuperstoreSturtevant, WI(262) [email protected]

Past ChairmanAndy HeckAlpin HausAmsterdam, NY(518) [email protected]

DirectorWill JarnotPleasureLand RV Center Inc.St. Cloud, MN(320) [email protected]

DirectorMike ReganCrestview RV CenterBuda, TX(512) [email protected]

DirectorRod RuppelWebster City RV Inc.Webster City, IA(515) [email protected]

DirectorRon ShepherdCamperland of Oklahoma, LLCTulsa, OK(918) [email protected]

RVRA RepresentativeScott KrenekKrenek RV CenterColoma, MI(269) [email protected]

RVAC ChairmanTom StinnettTom Stinnett Derby City RVClarksville, IN(812) [email protected]

RV Learning Center ChairmanJeff PastoreHartville RV CenterHartville, OH(330) [email protected]

DELEGATESAlabamaRod WagnerMadison RV SupercenterMadison, AL (256) [email protected]

AlaskaKevin BrownArctic RV & Interior TopperFairbanks, AK (907) [email protected]

ArizonaDevin MurphyFreedom RV Inc.Tucson, AZ(520) [email protected]

ArkansasMichael MoixMoix RV SupercenterConway, AR(501) [email protected]

CaliforniaTroy PadgettAll Valley RV CenterActon, CA (661) [email protected]

ColoradoTim BilesPikes Peak TravelandColorado Springs, CO(719) [email protected]

ConnecticutChris AndroHemlock Hill RV Sales Inc.Milldale, CT(860) [email protected]

DelawareRyan HorseyParkview RV CenterSmyrna, DE(302) [email protected]

FloridaRob RothenhauslerOcean Grove RV SupercenterSt. Augustine, FL(904) [email protected]

GeorgiaDoc AllenC.S.R.A. Camperland Inc.Martinez, GA(706) [email protected]

IdahoTyler NelsonNelson’s RVs Inc.Boise, ID(208) [email protected]

IllinoisRichard FlowersLarry’s Trailer Sales Inc.Zeigler, IL(618) [email protected]

IndianaNathan HartWalnut Ridge Family Trailer SalesNew Castle, IN(765) [email protected]

IowaJeremy KetelsenKetelsen RV Inc.Hiawatha, IA(319) [email protected]

KansasBill HawleyHawley Brothers Inc.Dodge City, KS(620) [email protected]

KentuckyNeVelle SkaggsSkaggs RV CountryElizabethtown, KY(270) [email protected]

LouisianaJim HicksSouthern RV Super Center Inc.Bossier City, LA(318) [email protected]

MaineLinda MailhotSeacoast RVSaco, ME(207) [email protected]

MarylandGreg MerkelLeo’s Vacation Center Inc.Gambrills, MD(410) [email protected]

MassachusettsMarc LaBrecqueDiamond RV Centre Inc.W. Hatfield, MA(413) [email protected]

MichiganChad NeffAmerican RV Sales & ServiceInc.Grand Rapids, MI(616) [email protected]

MinnesotaWill JarnotPleasureLand RV CenterSt. Cloud, MN(320) [email protected]

Mississippi Stephen (Snuffy) SmithCountry Creek RV CenterHattiesburg, MS(601) [email protected]

MissouriTed EvansMid America RV Inc.Carthage, MO(417) [email protected]

MontanaRon PiercePierce RV SupercenterBillings, MT(406) [email protected]

Nebraska Tony StaabRich & Sons Camper SalesGrand Island, NE(308) [email protected]

NevadaBeau DurkeeCarson City RV SalesCarson City, NV(775) [email protected]

New HampshireScott SilvaCold Springs RV CorporationWeare, NH(603) [email protected]

New Jersey Brad ScottScott Motor Home Sales Inc.Lakewood, NJ(732) [email protected]

New MexicoRick SchollRocky Mountain RV WorldAlbuquerque, NM(505) [email protected]

New YorkJim ColtonColton RVN Tonawanda, NY(716) [email protected]

North CarolinaSteve PlemmonsBill Plemmons RV WorldRural Hall, NC(336) [email protected]

North DakotaMichelle BarberCapital R.V. Center Inc.Minot, ND(701) [email protected]

OhioDean TennisonSpecialty RV SalesLancaster, OH(740) [email protected]

OklahomaRon ShepherdCamperland of Oklahoma, LLCTulsa, OK (918) [email protected]

OregonKory GoetzCurtis Trailers Inc.Portland, OR(503) [email protected]

PennsylvaniaGreg StarrStarr’s Trailer SalesBrockway, PA (814) [email protected]

Rhode IslandLinda TarroArlington RV Super Center Inc.East Greenwich, RI(401) [email protected]

South CarolinaGloria MorganThe Trail CenterNorth Charleston, SC (843) [email protected]

South DakotaLyle SchaapSchaap’s RV TravelandSioux Falls, SD(605) [email protected]

TennesseeRoger SellersTennessee RV Sales & Service,LLCKnoxville, TN(865) [email protected]

TexasMike ReganCrestview RV CenterBuda, TX(512) [email protected]

UtahJared JensenSierra RV CorpSunset, UT(801) [email protected]

VermontScott BordenPete’s RV CenterSouth Burlington, VT(802) [email protected]

VirginiaLindsey ReinesReines RV Center Inc.Manassas, VA(703) [email protected]

WashingtonRon LittleRV’s Northwest Inc.Spokane Valley, WA (509) [email protected]

West VirginiaLynn ButlerSetzer’s World of Camping Inc.Huntington, WV(304) [email protected]

WisconsinMick FerkeyGreeneway Inc.Wisconsin Rapids, WI(715) [email protected]

WyomingSonny RoneSonny’s RV Sales Inc.Evansville, WY (307) [email protected]

VACANTHawaii

AT-LARGEBob BeenAffinity RV Service Sales &RentalsPrescott, AZ(928) [email protected]

Randy CoyDean’s RV SuperstoreTulsa, OK(918) [email protected]

David Hayes Hayes RV CenterLongview, TX(903) [email protected]

Ed LerchLerch RVMilroy, PA (717) [email protected]

Scott LoughheedCrestview RV CenterBuda, TX(512) [email protected]

Mike RoneSonny’s RV Sales Inc.Evansville, WY(307) [email protected]

Adam RuppelWebster City RV Inc.Webster City, IA(515) [email protected]

Rod RuppelWebster City RV Inc.Webster City, IA(515) [email protected]

Joey ShieldsPan Pacific RV Centers Inc.French Camp, CA(209) [email protected]

Earl StoltzfusStoltzfus RV’s & MarineWest Chester, PA (610) [email protected]

Glenn ThomasBill Thomas Camper SalesWentzville, MO(636) [email protected]

Larry Troutt IIITopper’s Camping CenterWaller, TX(800) [email protected]

Bill White United RV CenterFort Worth, TX(817) [email protected]

Participating Past ChairmenBruce BentzCapital R.V. Center Inc.Bismarck, ND(701) [email protected]

Randy BilesPikes Peak Traveland Inc.Colorado Springs, CO(719) [email protected]

Debbie BrunoforteLittle Dealer, Little PricesMesa, AZ(480) [email protected]

Rex FloydFloyd’s Recreational VehiclesNorman, OK(405) [email protected]

Crosby ForrestDixie RV SuperstoreNewport News, VA (757) [email protected]

Ernie FriesenAll Seasons RV CenterYuba City, CA(530) [email protected]

Rick HorseyParkview RV CenterSmyrna, DE(302) [email protected]

Larry McClainMcClain’s RV Inc.Lake Dallas, TX(940) 497-3300

Tim O’BrienCircle K RVsLapeer, MI(810) [email protected]

Dan PearsonPleasureLand RV Center Inc.St. Cloud, MN (320) [email protected]

Cammy PiersonCurtis Trailers Inc.Portland, OR(503) [email protected]

Joe RangeRange Vehicle Center Inc.Hesperia, CA (760) [email protected]

Dell SandersJ. D. Sanders Inc.Alachua, FL (386) [email protected]

Marty SheaMadison RV SupercenterMadison, AL(256) [email protected]

Bill ThomasBill Thomas Camper Sales Inc.Wentzville, MO(636) [email protected]

Larry TrouttTopper’s Camping CenterWaller, TX(800) [email protected]

RVDABOARDS: OFFICERS,DIRECTORS,&DELEGATES

R etail sales of motorhomes and towable RVs in the United States andCanada exceeded wholesale shipments in June. It was the third

consecutive month during which towables retail out-paced wholesale,according to data gathered by market research firm StatisticalSurveys/The Thrive Group. The June inventory index was 113.3 fortowables, and 108 for motorhomes.

Despite the inventory shrinkage in June, NorthAmerican dealer inventories during the first half of2014 grew at faster rates than during the first sixmonths of 2013. This is indicated by the towablesinventory index of 85.8 for the first half of 2014,compared with 90.1 for the same portion of 2013.For motorhomes, the index was 85 for the first halfof this year, and 89.6 for the first half of last year.

The 32,752 towable RVs retailed by U.S. andCanadian dealers in June represent a 22.5 percentincrease when compared with the 26,731 units soldin June 2013. (U.S. towables retail sales were up 7.3percent in June and 6.3 percent during the first half of this year. Canadiantowable RV retails sales were down 8.9 percent in June and down 8.1percent year-to-date.)

Wholesale shipments of towables were up 6.6 percent in June to28,900 units, compared with 27,100 units delivered to dealerships in June2013, and were up almost 10 percent when comparing the first half of2014 with the same portion of 2013.

In the case of motorhomes, 3,887 units were retailed in June, a 32.7percent increase over the 2,930 units sold in June 2013. Motorhome ship-ments increased 5.9 percent to 3,600 units in June, compared with 3,400units shipped during June 2013. During the first half of 2014, motorhomeshipments increased 22.2 when compared with the first half of 2013. (U.S.motorhome retail sales were up 6.4 percent in June and 12.9 percentduring the first six months of this year, while Canadian motorhome saleswere up 4.7 percent in June and up 0.1 percent year-to-date.)

Walworth will present “How to Understand Today’s Market Trends” withScott Stropkai on November 12 at the RVDA Convention. For more informa-tion, contact Tom Walworth at (616) 281-9898. The Thrive Group is a part-nership between Statistical Surveys and Spader Business Management. n

9

For the latest RV Inventory Indexreport, visit www.rvda.org.

30

40

50

60

70

80

90

100

110

120

130

JUNMAYAPRMARFEB

40

60

80

100

120

2014

2013

JUNMAYAPRMARFEB

90.198.6

128.9

113.3

110.4

85.8

TOWABLES

89.6

102.4

87.5

108

86.2

85

MOTORHOMES

YTD

YTD

2013 2014

2013 2014

Towables Retail Exceeds Wholesale for Third Consecutive Month By Thomas Walworth, Statistical Surveys/The Thrive Group

INDUSTRY TRENDS

When the RVInventory Index isbelow 100, there’san expansion ofdealer inventories.When the index isabove 100, there’sshrinkage. If theindustry sold a unitat retail for everyunit delivered atwholesale, the RVInventory Indexwould be 100.

R V I N V E N T O R Y I N D E X

Take Advantage of Your RVDA WebsitesThe RVDA, Mike Molino RV Learning Center and conventionwebsites are the dealership employee’s complete onlineresources. These innovative, interactive websites provideeasy access to the critical resources that assist dealers andtheir employees in running the dealership effectively. Visitboth sites to download fact sheets on dealership best prac-tices or the latest retail statistics, search the listings oftraining opportunities, and purchase CD-ROMs, publica-tions, videos, or webcasts to enhance your dealership’sknowledge. RVDA member dealerships and any of theiremployees can have 24/7 access to most of RVDA’s dealerspecific information. Make www.rvlearningcenter.com,www.rvda.org and www.rvda.org/convention your firstsource for all dealership information.

OCTOBER 2014

The economic census is conductedevery five years, so the 2012 datais comparable with figuresgathered for the 2007 economic

census, taken when the U.S. RVindustry was near its most recent peak.As a result, at first glance the 2012 datalooks dismal when compared with the2007 numbers. But a more balancedview is that the 2012 figures show anindustry that had recovered abouthalfway from the depths of2008-2009, when theRV industry shrankby 53 percent. In2007, manufac-turers shipped353,400 units toU.S. andCanadiandealers, and in2009 they shippedonly 165,700 units.(RV shipments areforecast to reach 350,000 units

in 2014 and 360,000 unitsin 2015.)

Viewed from thatperspective, the 25.7percent decline in U.S. RVdealership sales revenue –from $19.1 billion in salesin 2007 to $14.2 billion in2012 – doesn’t look so bad.

Here are other points of comparisonbetween 2012 and 2007:

• The number of U.S. RV dealershiplocations declined 15.5 percent,from 3,100 in 2007 to 2,619 in2012.

• Total annual payroll at U.S. dealer-ships fell 20.4 percent, from $1.67billion in 2007 to $1.33 billion in2012.

• The total number of employees atU.S. dealerships dropped 25percent, from 42,669 in 2007 to31,992 in 2012.

The Great Recession hit themotorhome sector especially hard,causing it to shrink 76 percent before itstarted to recover. The towables sectorrecovered at a more rapid pace between

2009 and 2012 to partially fill thevacuum. This is made clear bythe fact that towable RV


E C O N O M I C S N A P S H O T

Economic Census Reveals Full Impact of Great Rece By Jeff Kurowski

The just-released 2012 economic census forthe U.S. RV industry provides a snapshot ofthe early stages of the industry’s recoveryfrom the Great Recession of 2008-2009.

RVDA will releasemore data in the

coming months. TheU.S. Census Bureau

conducts theeconomic census everyfive years, as required

by law. Nearly 4million companiesrepresenting all

regions and industriesprovided data for thelatest census, whichwas conducted in the

fall of 2012.

RV shipmentsare forecast to reach

350,000 units in 2014and 360,000 units

in 2015.

Total To

Source: RVIA

11OCTOBER 2014

assembly plants had a total annual payroll of $1.58billion in 2012, a relatively modest 12.9 percent declinefrom $1.82 billion in 2007. But motorhome plants sawtheir total annual payroll plunge 58.7 percent, from$726.7 million in 2007 to $300.1 million in 2012.

The number of factories where motorhomes are builtalso declined 23.8 percent, from 80 in 2007 to 61 in2012. And there were 22.2 percent fewer towableproduction plants – 671 factories in 2012 compared withfrom 862 in 2007.

The economic census also showed, not surprisingly,that the work force in the motorhome sector shrank farmore than in the towables sector. In 2007, almost 17,600individuals worked for motorhome manufacturers,compared with 6,788 in 2012, a 61.4 percent plummet.The towables work force shrank 22.4 percent – from49,117 to 38,102.

The Great Recession caused the closure of severalmanufacturing plants in Southern California and Oregon,leading to a greater concentration of manufacturing inIndiana. However, since 2012, some Indiana-based RVbuilders have re-opened shuttered RV plants on the WestCoast, and some West Coast firms have expanded inorder to reduce freight costs for western dealers. n

ssion on RV Industry

Total Employees at U.S. RV Dealerships

Annual RV Shipmentso U.S. and Canada (000s)

Total Annual RV Dealership Payroll

Total RV Dealerships Sales

Number of U.S. RV Dealership Locations

Source: U.S. Census Bureau

12

S ocial media is inexpensive.There’s no cost to create aFacebook page or a Twitter

account, no cost to participatein Yelp, no cost to blog – there’sno cost to push content out toyour customers.

The new meeting place

Social media is increasinglywhere people find out aboutbusinesses and brands, howthey form opinions about whatthey might buy, and how they gatherinformation as they shop. Research showsAmericans spend more time on socialmedia than any other major Internetactivity, including email, and that 60percent of social media time is spent, noton desktop computers, but on smart-phones and tablets. Consider that thetech-savvy Millennial generation, thelargest in U.S. history, is quickly movinginto the prime consumer years.

Social media can help dealers:• Keep in touch with past, current,

and prospective buyers on apersonal and daily basis

• Provide information to RVshoppers who are using

computers and mobilephones to search for adealership

• Target advertising byusing geographic anddemographic breakdowns, aswell as predictive data

• Generate service business

• Share news and expertise

• Build a strong onlinereputation by listening towhat people say about yourdealership and respondingquickly and professionally tocustomer complaints

• Connect with RV enthusiasts

Start with the basicsMost dealerships begin with a

Facebook page or Twitter account. Postcontent of value to customers – not justyour own content, but also retweets andreposts of information from RV makers,magazines and newspapers, RV supplycompanies, or finance companies such asAlly.

Keep an eye on what’s being saidabout your dealership and brand bylooking at Yelp and Google+ to get acustomer’s view of your dealership.

Finally, make sure your website isalways up to date. Check contact infor-mation, photos, and staff listings, and addbuttons on your website that sendcustomers to your social media pages.Connect all your new social mediacontent back to your website as well.

BE SOCIAL! How Dealers Can Connect With Customers on Social MediaBy Courtney Hennessey

continued on page 14

With more than 1.6 billion socialnetwork usersworldwide, RV

dealers are findingthat their customersincreasingly want tobe engaged via those

networks. A robustonline presence canshow prospectivebuyers what yourdealership has to

offer and can evenbuild trust and

relationships longbefore they walk

through theshowroom doors.

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Now take it to the nextlevel

If you already have the socialmedia basics down, the next step is tostay on top of your posts. If someoneposts a question, complaint, orcompliment, respond quickly.Encourage customers to review yourdealership and share photos andcomments on their experience – you

can use this to promote the positivesand work to solve the negatives.

To know if your social mediapresence is having an impact, look atyour previous posts and see howthey’ve performed, then use this infor-mation to guide your content. Forexample, if images seem to get morereaction, work more images into yourposts. And try posting at differenttimes of the day with different kindsof content to see what performs best.

Even if you’re already a socialmedia pro, there’s always room togrow. Try more visual platforms, suchas Pinterest and Instagram. If youhave special RV models for sale, pinthem on a special Pinterest board.And consider posting videos of newarrivals, test drives, and dealershipevents on YouTube.

Explore advertising on socialmedia. Target a local audience, aspecific demographic group, or poten-tial buyers based on the platform’sdata. Even a small investment couldpotentially reach your target withsurprising efficiency. Experts say it’sbetter to consistently advertise with asmall budget over several monthsrather than spend one time.

Finally, really dig into your socialmedia analytics with tools such asFacebook Insights and TwitterAnalytics, which can track how manypeople you’re reaching, how oftenthey’re engaging with your socialmedia accounts, and their interests,locations, and demographics.

A social media presence is wellpast the “nice to have stage” fordealers – it’s a staple and a mainstay.And it’s the primary source of conver-sation and information for theMillennial generation, your futurebuyers.

Courtney Hennessey is a professionaldevelopment consultant at Ally Financial.She will be presenting “Social Media: IsSocial Media a Fad?” on Nov. 13 duringthe 2014 RV Dealers InternationalConvention/Expo at Bally’s on the LasVegas Strip. For more information, visitwww.rvda.org/convention. n


continued from page 12

1Break the pattern.Most salespeople aredoing the same thing.

By doing the opposite ofwhat prospects expect, youbreak their defenses and canengage in a more productiveconversation.

2No more enthusiasm.Over-the-top sales-people aren’t genuine.

Drop the fake enthusiasmand be genuinely interestedin prospects. Remember –you’re most interesting tosomeone by being interestedin him.

3Quit pitching.Prospects are weary ofcanned pitches. This

tactic has been around sincethe late 1800s, and it’s stillbeing used by most sales-people. Doing the same willmake you seem sleazy.

4Persuasion is cheesy.Persuasion tactics arepredictable and assume

that every prospect is a goodfit for what you sell. Atleast half of prospectsaren’t going to be a fit.Instead of persuadingprospects, ask questions todetermine whether theirneed matches your solution.

15OCTOBER 2014

8 Tips to Beat Your Sales CompetitionBy Marc Wayshak

With these eighttips, you can

stand out from –and beat – the

competition.

continued on page 16


5Focus on them. Somesalespeople spendmost of their time

talking about themselvesand their organizations,which turns prospects off.Instead, focus on theprospect and his world.

6It’s about theprospects’challenges.

You’re not sellingproducts, you’reselling solutions.Ask about

prospects’

challenges to earn their trustand get an understanding ofwhether the prospect is a fitfor the solution you offer.

7Pressure is passé. Foryears, salespeople havepreemptively slid

contracts across the tableand eagerly asked, “So, areyou ready to move forward?”Your prospects have beentraining their entire lives tosidestep this tactic.

8Use a doctor’smindset.When apatient walks into a

doctor’s office, does thedoctor state her solution at

the beginning of the

visit? No, she examines theproblem, asks questions, andthen offers a solution. Applythis approach to your selling.

Marc Wayshak hasauthored two sales bestsellers,“Game Plan Selling” and“Breaking All Barriers,” andcontributes regularly toEntrepreneur Magazine andthe Huffington Post Businesssection. He will present “DNAof a Championships SalesTeam” and “ChampionshipSelling in the New Economy”on Wednesday, Nov. 12,during the 2014 RV DealersInternationalConvention/Expo at Bally’s inLas Vegas. n

continued from page 15

RRV Executive Todayrecently spoke withSteve Paul, directorof sales for LippertComponents, aboutthe company’sCorrect Track alignmentsystem, which is increas-ingly being used byOEMs as standard equip-ment on new units.

Q:What is CorrectTrack?

A: It’s a system thathelps correct yourtrailer’s alignment toreduce uneven tire wear,which can cause blowouts.It also reduces excessivevibration that causespremature wear and tearon everything in thetrailer. With the properalignment, the trailer towsstraighter, and fueleconomy also improves. Itgives customers peace ofmind as they’re haulingdown the road.

Q:Howdoes itdiffer fromother productsor technolo-gies?

A:There’s never beena product like thison the market before.

Q:How difficult isit to install?

Does it require anyspecial tools or equip-ment?

A: It’s a fully bolt-onapplication thatcomes complete as a kitand requires no specialtools. It takes about fourhours to install, dependingon the dealer’s capabilities.

Q:Twenty brandsof new RVs

come standard withthis technology; canolder RVs be retro-fitted with it?

A:As long as anolder RV hasspring suspension,Correct Track can beinstalled. And sincethe great majority ofolder RVs have springsuspension, thechances are very, verygood that CorrectTrack can be added.

Q:What areCorrect

Track’s benefits for RVdealers?

A:Most RV ownersdon’t often lookunderneath their unitsuntil something goeswrong – usually whilethey’re traveling.Maintenance tends to bean afterthought. Dealerscan offer maintenance andsafety checks that providethe chance to look forservice opportunities suchas brakes, equalizers,shocks, bushings, andother parts that are underthe unit. It’s a nice profitcenter for a dealership,because you can tie analignment check with asafety inspection andsuggest alignment upgradeproducts like CorrectTrack to your customers.Dealers are always lookingfor ways to grow theirprofit centers, and thisgives them a whole newsection of business.

Q:How can dealersfind out more

about this product?

A: I’ll be presenting aVendor Training+Plus session at RVDA’sconvention in November.There’s been a ton ofdealer interest in CorrectTrack, since many OEMsare putting it on newunits. And customers areseeing the product ondealership lots and asking,“That looks so great – canI put it on my older unit?”

Steve Paul will present“Correct Track SuspensionAlignment System: ARevolutionary NewProduct from LippertComponents” on Tuesday,Nov. 11, from 8:15-9:15a.m. during the 2014 RVDealers InternationalConvention/Expo at Bally’sin Las Vegas. n

“Maintenance tends to be an afterthought. Dealers can offer maintenance and safety checksthat provide the chance to look for serviceopportunities such as brakes, equalizers, shocks,bushings, and other parts that are under the unit.It’s a nice profit center for a dealership.”

17OCTOBER 2014

New Alignment System QuicklyBecoming Standard EquipmentBy Mary Anne Shreve

Steve Paul

When you think of businesses withexcellent customer service, does

Nordstrom’s come to mind? Ruth’s ChrisSteakhouse? Disney theme parks? Yourown service department?

Take an objective look at customers’complete experiences with your backshop. Observe drop-offs and pick-ups,listen in on some phone calls, or mysteryshop the department. Then ask yourself,“Would I do business with me?” If not,you’ve got work to do.

Maybe customers’ experiences atyour store are functional – the job getsdone, but no better than at any otherfacility. Did you know that a staggering68 percent of customers leave businessesbecause of an employee’s indifferentattitude?

No matter how good the productmay be, it won’t go far with poorcustomer service.

Why not make their experiencesmemorable? Here’s how.

First, stay in control of customer expecta-tions. When you set their expectations, you havea better chance of exceeding them. For example,arriving customers should experience a calm,professional, and non-rushed environment. Abig part of controlling that impression isscheduling. Instead of saying things like,“When would you like to bring it in?” or,“Come on in first thing in the morning,”control the day and time by offering options –“I have Tuesday the 15th or Thursday the 17thavailable.”Tell the customer where the service entrance

is located, where to drop the unit, and who to askfor. Prepare for his arrival by getting as muchinformation about his concerns as possible overthe phone, and look at his prior service history toidentify recommendations for maintenance thathasn’t been performed and is now due.

18

Create a Five-Star Experiencein Your Service DepartmentBy Don Tipton

While you’ve beenmonitoring performance

indicators such as effective labor rate,productivity, and billed hours, you mayhave dropped your focus on these equally

important indicators:

Customer input – Are you listening to what customers say and ask for?

Customer retention – How many are you keeping? What are you doing about

the ones who left?

Customer pay repair order count – Is it declining, flat, or

growing?

No matter how good theproduct, itwon't go farwith poorcustomerservice.

RV EXECUTIVE TODAY

19OCTOBER 2014

Take a look at the write-up area –Is it full of clutter, old repair orders,and paper work? Are there out-of-date posters on the wall? Take a lookat the staff members whom customerssee when they arrive – What messagesare their body language and facialexpressions giving? And finally, arearriving customers met quickly or atleast acknowledged upon their arrival?Take notice of these things, becauseyour customers surely will.

But the biggest customercomplaint about the service depart-ment is, by far, the lack of communi-cation. It’s almost impossible to get acompletion date when the repair orderis being written up, and the only waycustomers know what’s going on withtheir job is by calling the servicedepartment themselves after waitingweeks or even months. When they docall or drop by, the service advisor israrely prepared with up-to-date infor-mation, so customers get put on holdor told they’ll get a call-back.

Instead, give the customer a datewhen you will contact him or her witha progress update. Determine thecustomer’s preferred method ofcontact. Give every customer theservice advisor’s business card with thedate and time written on the back.Remember – it’s about staying incontrol of customer expectations.

Most repairs require severalcustomer updates and repair authori-zations. Stay in front of the repairprocess. Keep the customer informedand up to date along the way, andobtain approval on repair costs beforethe technician proceeds. Always beahead of time and under budget.

The last contact with thecustomer should be to set up thedelivery of the unit and explain thefinal bill. Again, prepare for his or herarrival by having all paper work readyto review. Go over all the repairs orservices, making sure to point out thatthe final bill is less than the originalestimate. Discuss any maintenancethat should be addressed soon and anyspecial parts that would need to beordered. To finish, thank them for

their business, invite them back, andgive them another business card.

These little things combine to setyour store apart from the rest. They’renot hard or expensive to do, and bestof all, your competition is probablynot doing them.

Don Tipton is president of DTCRetail Consulting Inc. He will present“What Service Measurables Really Mean”and “Turn Your Service Department intoa Cash Machine” on Nov. 13 during theRV Dealers International Convention/Expo at Bally’s in Las Vegas. n

Give the customer a date when you will contact him or her with a progress update. Give every customer the service advisor’sbusiness card with the date and time written on the back.

Remember – it’s about staying in control of customer expectations.

The Mike Molino RVLearning Center Board of

Directors is launching a newinitiative aimed at increasingthe number of RV industry-certified professionals andretaining those who alreadyhold certification credentials.

To accomplish this, theboard will officially unveilduring the RVDA convention inNovember a new Society forCertified RV Professionals andan industry recognitionprogram to highlight theachievements of certifiedpersonnel. The initiative wasrecommended by a specialrecertification task force.

“Industry certification vali-dates our employees’ knowl-edge and expertise in servingRV customers,” says RickHorsey of Parkview RV Center,who chaired the task force andhas agreed to serve as thesociety’s first chairman. “Allindustry stakeholders, includingdealers, manufacturers,suppliers, and other serviceproviders, benefit from having

RV products serviced quicklyand correctly by trainedprofessionals.”

The program is aimed atindividuals who hold or aspireto hold certification creden-tials from the RVDA-RVIATechnician Certificationprogram (Certified, Master, andSpecialist levels), and from theRV Learning Center, whichcertifies servicewriters/advisors, servicemanagers, parts managers,parts specialists, and warrantyadministrators.

“RVIA andRVDA continueto worktogether totrain andcertify techni-cians throughthe RVTechnicianCertificationPreparation Program,” saysRVIA President Richard Coon.“With RV demand increasing,well-functioning service andparts departments are impor-tant elements in the overallhealth of the industry.”

The Society of Certified RVProfessionals will be launchedduring a special event onMonday, Nov. 10, at 4 p.m.during the RV DealersInternational Convention/Expoat Bally’s in Las Vegas. Theevent is sponsored byProtective Asset Protection. Theevent will recognize certifiedRV professionals, include aspecial presentation oncustomer service, and befollowed by a reception open

to all registered conventionattendees.

“The society will serve as aresource not only for certifiedprofessionals, but also fordealers and others who finan-cially support them directly orindirectly,” Horsey says. “Weinvite anyone interested inexpanding the reach of industrycertification programs to attendthis event.”

Visit www.rvda.org andwww.rvlearningcenter.com toregister for the convention and

for regular updates.Convention updatesare also availableon LinkedIn andFacebook.

The RVLearningCenter is dedi-cated to

providing dealersand their employees

with innovative ways tooperate RV dealerships throughan array of educationresources, including publica-tions, distance learning, liveworkshops, online products,training, and certificationprograms for dealershippersonnel.

For more information onthe center, visit www.rvlearn-ingcenter.com, send an e-mailto [email protected], or send a faxto (703) 359-0152. The RVLearning Center is a tax-exempt organization asdescribed in section 501(c)(3)of the Internal Revenue Code.Contributions may be taxdeductible as charitable dona-tions. n


Learning Center to Launch Society for Certified RV ProfessionalsNew initiative aims to increase and retain more industry-certified personnelBy Julianne Ryder

The Societyof Certified RV

Professionals will belaunched during a specialevent on Monday, Nov. 10,at 4 p.m. during the RVDealers InternationalConvention/Expo atBally’s in Las Vegas.

21OCTOBER 2014

The Next Big Thing: RVDealerIntel by SureVistaSolutions (repeated), Palace 3

Correct Track Suspension Alignment System – ARevolutionary New Product, Lippert Bronze 4

American-made Products: Information, Installation &Increasing Profit, B&W Trailer Hitches Palace 1&2

Towing Safety System by AL-KO AxisAL-KO Axis, Inc. Palace 1&2

Thinking Outside the Box - Intent Livin Lite RV Palace 4&5

The Next Big Thing: RVDealerIntel by SureVistaSolutions (repeated), Palace 3

Online Marketing Tools & Strategies to Drive Trafficto Your Inventory, Auction123.com Palace 3

Finding the Profit in Cash Transa Brown Recreational Insuran

Chassis Performance: Giving Your Stock Motorhomea High Performance Makeover, Blue Ox Bronze 4

Ordering Made Easy! CareFree’s Configurator, Carefree of Colo

TUESDAY 11/11

WEDNESDAY 11/12

THURSDAY 11/13

11/14

11/10 8:00 a.m. - 12:00 Noon RVDA of Alberta Board of Directors meeting • 11:30 a.m. - 2:30 p.m. RVDA of America Board of Delegates

Partners in Progress meetings:

10 Partner

T

2:45 - 3:45 p.m.

4:00 - 5:30 p.m.

Partners in Progress meeting: KZ RVDA Members have a NEW HIRING TOOL…Find out about

Society for Certified RV Professionals Reception Palace 1&2

8:15 a.m. - 1:00 p.m.

8:15 - 9:15 a.m.

9:30 - 10:30 a.m.

10:45 - 11:45 a.m.

12:00 - 1:00 p.m.

1:15 - 2:15 p.m.

8:15 - 9:15 a.m. Crossroads • 9:30 - 10:30 a.m. Jayco • 10:45 - 11:45 a.m. TBA •

2:30 - 4:00 p.m.

7:30 a.m.

4:00 - 7:00 p.m.

7:00 - 8:30 p.m.

EDUCATION TRACKS: DEALER/GM SALES RENTA

9:00 - 10:00 a.m. Unlocking the Secret of VariableGross Profit, Chad Carr Palace 1&2

Understanding and Preparing forthe Affordable Healthcare Act, Jeff Englander Palace 1&2

Devil in the Rental Agre Bronze 2

Law & Diso Leslie Pujo B

RV Rental M Randall Jerem

How to Desi the Maximum Palace 6&7

High Perform People for Pr Palace 6&7

Developing Relationship Peter Martin

Yelp Review tation, Peter Palace 6&7

Your Biggest I Experts Panel Alanko, Brad B

Go RVing Canada: Optimized Digital Marketing Tactics forRV Dealers, Cyrus Irani Bronze 4

DNA of a ChampionshipSales Team,Marc Wayshak Bronze 4

Championship Selling in the New Economy (repeated), Marc Wayshak Bronze 4

Championship Selling in the New Economy (repeat),Marc Wayshak Bronze 4

Managing Internet Leads in Today’s Marketplace (repeated),Tom King & Lisa Rockwell Bronze 4

Managing Internet Leads in Today’s Marketplace (repeat),Tom King & Lisa Rockwell Bronze 4

Driving Traffic! Alan Ram Bronze 4

Five Simple Strategies toSupercharge Your Business (repeated), Alan Ram Bronze 4

Five Simple Strategies to Supercharge Your Business (repeat),Alan Ram Bronze 4

Smell the Coffee and ThenClose Your Sale, George DansBronze 3

Selling Like a Pro: Closing Sales Effectively and Effortlessly, Bob Phibbs,the Retail Doctor® Bronze 3

Selecting & Engaging Millennials,Ricardo Roman Palace 1&2

9 Ways to Become a Better Leader(repeat) Michael Rees Palace 1&2

2:00 - 3:00 p.m.

10:15 - 11:15 a.m.

11:00a.m.-3:00 p.m.

Effectively Leading and Managingas a Young Executive, David SpaderPalace 1&2

Beating the Odds: Crafting a SuccessfulLifetime Business Transition Strategy,Don Bielen Palace 1&2

How to Understand Today’s MarketTrends, Tom Walworth and ScottStropkai Palace 1&2

9 Ways to Become a Better Leader(repeated), Michael Rees Palace 1&2

If You Fail to Train, You Train toFail! George Dans Palace 1&2

Expo Open with Lunch Served in Both Halls

3:15 - 4:15 p.m.

RVBusiness Top 50 Awards Reception

Young RV Executives Reception Sponsored by Coach-Net Skyview 1

5:30 - 7:30 p.m.

4:15 - 5:30 p.m.

Early Bird Continental Breakfast 7:30 a.m.

RVDA of America Annual Meeting Platinum Ballroom • RVDA of Canada Annual Meeting Skyview 1

Expo Open with Lunch Served in Both Halls

9:00 - 10:00 a.m.

10:15 - 11:15 a.m.

10:00 a.m. - 1:00 p.m.

1:00 - 2:00 p.m.

2:15 - 3:15 p.m.

3:30 - 4:30 p.m.

5:30 - 7:00 p.m.

8:00 -10:15 a.m.

7:30 a.m. Early Bird Continental Breakfast Palace 3

Skyview Sunset Social Skyview 1

GENERAL SESSION: Even Monkeys Fall from Trees: Learn from Mistakes and Embrace Change, Doug Lipp

Early Bird Continental Breakfast

Expo Open with Reception in Both Halls

RVDA of Canada Reception (open to all Canadians)

Compliance Education: The Current Legal Landscape & How it Applies to You, Julie Becker-Myers & Courtney Hennessey Palace 3

Vendor Training +Plus:

Vendor Training +Plus:8:00 a.m. - 5:00 p.m.

Leveraging Trends to Predict SalesALLY Financial Palace 1&2

23*Subject to change

of special interest toyoung RV executives

tional Diversification

Leadership Development for Your Dealership: Part 2Spader Business Management Bronze 2

Compliance: CFPB, Dodd-Frank & the DealershipAmerican Guardian Warranty Services Bronze 3

actions, Brown & ce Palace 4&5

Lippert Component’s Aftermarket ProgramLippert Components Bronze 4

Leadership Development for Your Dealership: Part 1Spader Business Management Bronze 2

Using New IDS Technology to Improve theCustomer Experience: Part 2, IDS Bronze 3

s New Product orado Palace 4&5

Hydraulic Disc Brake ConversionsTitan Tire Palace 3

Learn How Dealers Dominate Internet MarketingWheeler Advertising Bronze 2

Using New IDS Technology to Improve theCustomer Experience: Part 1, IDS Bronze 3

s lunch and meeting • 12:00 Noon - 5:00 p.m. RVDA of Canada Board of Directors lunch and meeting

0:15 - 11:15 a.m.s in Progress meeting: TBA Palace 6&7

the Innovative New Hiring Tool That’s Cost-Effectively Closing the Employment Gap, The Employment Network - A CareerCo Company Palace 4&5

12:00 - 1:00 p.m. Winnebago

AL SERVICE PARTS Sponsored by Coast Distribution System SOCIAL MEDIA/eMARKETING

Details: Drafting ements, Leslie Pujo

rder: RV Edition, Bronze 2

Market Trends, miah Palace 6&7

ign Your Rental Fleet for m ROI, Randall Jeremiah

mance HR: Maximize rofits, Kathryn Carlson

Signature RV Service, Don TiptonPalace 4&5

Advanced Digital MarketingStrategies, Roger Vergara Bronze 3

Turn Your Service Department into aCash Machine (repeat), Bob ClementsPalace 4&5

Turn Your Parts Department into aProfit Center, Rod DavisPalace 3

Turn Your Service Departmentinto a Cash Machine (repeated), Bob Clements Palace 4&5

Educating Your Customers through Parts & Service, David Foco Palace 3

What Service Measurables ReallyMean, Don Tipton Palace 4&5

Driving Your Service DepartmentTowards 100% Fixed Absorption, Chad Carr Palace 4&5

7-3-4-6-The Combination for Successin RV Service, Chuck Marzahn Palace 4&5

An In-House Body Shop: Lessons fromthe Trenches, David Foco, Tina & LeePickard, and Kathryn Carlson Palace 4&5

Managing the Essential EightControllables for Record Profits, Don Reed Palace 4&5

In Search of Technicians: Finding,Screening and Training the RightCandidates, Betty Mills Palace 4&5

Achieve 100% Shop Productivityin 30 Days, Don Reed Palace 3

Ignite Your Online Sales - How to SellMore RVs with eBay Motors, TracyAmato & Kevin Lorell Bronze 3

Developing & Maintaining CustomerRelationships through Social Media,Peter Martin Bronze 2

& Maintaining Customerps through Social Media,

n Bronze 2

Yes You CAN Be a ContentMarketing Rock Star, Evanne Schmarder Bronze 3

Sell More RVs by Dominating theSearch Engines, Tim Resnik,Sponsored by InteractRV Palace 3

Successful Visual eMarketing,Evanne Schmarder Palace 3

Social Media: Is Social Media a Fad?Harvey Fisher & Courtney HennesseyPalace 3

Yelp Reviews and Your Online Rep-utation, Peter Martin Palace 6&7

s and Your Online Repu- Martin

Advanced Social Media Strategies,Sheril Vergara Bronze 3

Maximize the Moment (repeated),Steve Holt Palace 3

Creating a High PerformanceParts Department, Bob ClementsBronze 3

Use Variable Pricing Strategies toMaximize Parts Profits, Chad CarrPalace 3

Selling More Parts Right Now,George Dans Palace 3

How to Not be a Showroom forAmazon!, Bob Phibbs, the Retail Doctor®Bronze 3

Visual Merchandising for Sales: Se-crets to Successful Display, Bob Phibbs, the Retail Doctor® Bronze 3

Maximize the Moment (repeat),Steve Holt Palace 3

Issues & Challenges: Ask the l Discussion, Leslie Pujo, Bert acon & Scott Krenek Bronze 2

9:15 -10:15 a.m. Understanding Compliance Issues - and Solutions - with Back End Products, Chip Zyvoloski Palace 3

EDUCATION MATRIX


A re some service customers more special than others?Should sales customers taking delivery stand at the

head of the line while customers who didn’t buy their RVsat your store wait at the very end? Or should all customersbe treated equally? Before you answer, here’s a dealershipstory you might want to consider.

A large RV dealer asked me to visit his store to see if Icould help him stop the bleeding in his service and partsoperations – a net loss for the year of almost $600,000! Ihad never before seen an RV dealership lose that kind ofmoney in service and parts. It was puzzling, since thisdealer’s brand-new facility had a prime location at an inter-state exit on the west coast of Florida, with an abundanceof parking, an outstanding service facility, and plenty ofroom for growth.

The number one problem turned out to be the dealerhimself and his policy regarding which customers hadpriority in the service department. Every customer whoentered the department was greeted with a large hangingsign:

During my evaluation, I asked for the technicianproductivity report and was told they didn’t measure indi-vidual techs’ flat-rate performance. I asked for a review ofthe appointment schedule and was told they didn’t use one,preferring to simply tell everyone to “come on in.” I askedto review their dispatch process and was told the techs justwent to the repair-order stack and picked their next job.

I asked for a work in process schedule, and they asked,“What’s that?” Finally, I asked for a special-order partsschedule; you guessed it – they didn’t use one.

Now it was clear why the dealer was losing $600K ayear and failing to cover the cost of his new facility. Canyou imagine the chaos that must have reigned?Additionally, their new- and used-sales managers wereconstantly back in the service department “prioritizingROs” for their sales customers and literally pushing retailcustomers’ RVs out of the stalls.

This brand-new facility was more than twice the sizeof the previous store and was now located on an interstate,so the number of transient customers had increaseddramatically, pushing retail service traffic to over 500customers a month, not counting warranty. Of course theresult was chaos, since they didn’t have the processes,training, or staffing level to accommodate the extravolume.

I asked the dealer to please take down the sign andstart treating all customers the same. After much debate,he reluctantly agreed. Then I asked him to tell his salesmanagers to stay out of the service department so we couldinstall a production schedule and appointment calendar;implement special-order parts tracking; hire a partsmanager and at least one lot attendant (techs were respon-sible for moving inventory); and hire one more serviceadvisor.

The service manager and advisors were thrilled, andthe techs were ready to party hard, since they were going tobe getting a pay raise with our new “flat rate” plan thatpaid them more when their productivity increased. We haddetermined that their productivity was averaging less than50 percent and explained that the new goal would be 100percent.

It took 30 days to train everyone on the new processesand put them into practice. At the end of the next 30 days,parts and labor gross profit increased more than $30,000,and the month after that it increased by about $50K. That$600K loss was starting to disappear!

Every customer is important. Every customer deservesthe highest level of service you can deliver. Stop priori-tizing your service customers and instead build yourprocess!

Don Reed is CEO of RV DealerPro. He will present“Achieve 100% Shop Productivity in 30 Days” on Nov. 11 and“Managing the Essential Eight Controllables for RecordProfits” on Nov. 12 during the RV Dealers InternationalConvention/Expo at Bally’s in Las Vegas. n

Should You Prioritize YourRV Service Customers?By Don Reed

Attention Service Customers –Our priority for servicing RVs is:

First: New RV delivery customers

Second: Used RV delivery customers

Third: Warranty customers whobought their RV here

Fourth: Retail customers who boughttheir RV here

Fifth: Warranty and retail customerswho bought their RV elsewhere

RV EXECUTIVE TODAY26

A World of TrainingAdventure On EarthAirstream, Inc.AIRXCEL RV GroupAlde Corp

+ AL-KO Axis, Inc.Allied Recreation Group

+ Ally Financial+ American Guardian WarrantyServices, IncAmerica's RV and Marine AuctionAqua-Hot Heating Systems, Inc.Arrow Distributing, Inc.Atwood Mobile Products, LLC

+ Auction123.com+ B & W Trailer HitchesBank of America Merril LynchBank of the WestBison Coach

+ Blue OxBrasher's Northwest Auto AuctionBrasher's Sacramento RV, Marine & PowerSports Auction

+ Brown & Brown RecreationalInsurance

+ Carefree of ColoradoCDK GlobalCirrus SolutionsCoach-NetCoast Distribution SystemCornerStone United, Inc.CrossRoads RVCruiser RV, LLCCummins Onan GeneratorsCustomer Service Intelligence, Inc.Dealer Spike RVDiversified Insurance Management, Inc.Dometic CorporationDutchmen Manufacturing, Inc.EasyCare RVeBay MotorsEEZ RV ProductsEverGreen Recreational Vehicles, LLC

Fleetwood RVFreightliner Custom Chassis Corp.GE CapitalGirard Systems/ProductsHeartland Recreational VehiclesHighlands FinancialHoliday RamblerHolland Bar Stool Co.

+ IDS - Integrated Dealer SystemsIHS AutomotiveInfinite Creative EnterprisesKeystone RV CompanyKZ RVLance Camper ManufacturingCorporation (LCMC)LIFESTYLE Luxury RV

+ Lippert Components, Inc.+ Livin Lite Recreational Vehicles, Inc.Marine One Acceptance Corp.Marzahn & King Consulting, Inc.MBA Insurance, Inc.Medallion BankMerrick BankMobile Sleep Components (RV Mattresses)MOR/ryde International, Inc.Mudd AdvertisingNADAguides & NADAguides.comNextGear CapitalNextGen AutoNorthpoint Commercial Finance, LLCNTP DistributionNWAN/National Automotive ExpertsThe Omnia GroupPacific Coachworks, Inc.Parallax Power SupplyPettes & Hesser, Ltd.Phoenix American Warranty Co., Inc.PowerMax ConvertersProgress Mfg., Inc.ProResponse, Inc.ProtectivePullRite / Pulliam Enterprises

Rainmaker SoftwareReeseRiverside Travel TrailerRoadtrek Motorhomes, Inc.Robert Weed Plywood CorporationRV DealerPro TrainingRV PRO MagazineRV TraderRVDARVing ACCESSibility Group, Inc.RVM PromotionsRVmenu, LLCSebrite Financial Corp.Sobel University

+ Spader Business ManagementStag-ParkwayStatistical Surveys, Inc.

+ SureVista SolutionsSys2K / RV123.comTCF Inventory Finance, Inc.TekonshaThor Industries, Inc.Thor Motor Coach

+ Titan TireTuson RV Brakes LLCU.S. Bank, Recreation FinanceUnited States Warranty CorporationUS Equity AdvantageWarrantech Automotive, Inc.

+ Wheeler Advertising, Inc.Williams and Stazzone InsuranceAgency, Inc.Winnebago Industries, Inc.Wolters Kluwer Financial ServicesXantrex Technology / Schneider ElectricZamp Solar, LLC

Exhibitors as of September 23For information on exhibiting, please contact Julie Newhouse at [email protected]

Partners . . . . . . . . . . . . . GreenSponsor . . . . . . . . . . . . . OrangeVendor Training +Plus . . . . +New Exhibitor. . . . . . . . . Blue

KEY

AGENDA-AT-A-GLANCE*Sunday, November 911:30 a.m. - TBD RVDA of Alberta Golf Tournament

Monday, November 107:00 a.m. - 5:30 p.m. Registration desk open8:00 a.m. - 12 p.m. RVDA of Alberta Board of Directors breakfast &

meeting 11:30 a.m. - 2:30 p.m. RVDA of America Board of Delegates lunch &

meeting12:00 noon - 5:00 p.m. RVDA of Canada Board of Directors lunch &

meeting2:45 - 3:45 p.m. Vendor Training +Plus session2:45 - 3:45 p.m. KZ RV Partners in Progress meeting 4:00 - 5:30 p.m. Society for Certified RV Professionals reception,

sponsored by Protective Asset Protection

Tuesday, November 117:00 a.m. - 5:30 p.m. Registration desk open8:15 - 9:15 a.m. Crossroads Partners in Progress meeting9:30 a.m. - 1:00 p.m. Vendor Training +Plus sessions9:30 - 10:30 a.m. Jayco Partners in Progress meeting10:45 - 11:45 a.m. Partners in Progress meeting TBA12:00 - 1:00 p.m. Winnebago Partners in Progress meeting1:15 - 2:15 p.m. Concurrent workshops2:30 - 4:00 p.m. Opening General Session with Doug Lipp “Even

Monkeys Fall from Trees: Learn from Mistakesand Embrace Change”

4:00 - 7:00 p.m. Expo opens with reception in both halls7:00 - 8:30 p.m. RVDA of Canada reception

Wednesday, November 127 a.m. - 5 p.m. Registration desk open7:30 a.m. Early bird continental breakfast9:00 - 10:00 a.m. Concurrent workshops10:15 -11:15 a.m. Partners in Progress meeting TBA10:15 -11:15 a.m. Concurrent workshops11:00 a.m. - 3:00 p.m. Expo Open with Lunch2:00 - 4:15 p.m. Concurrent workshops4:15 - 5:30 p.m. Young RV Executives reception sponsored by

Coach-Net5:30 - 7:30 p.m. RV Business Top 50 Awards reception

Thursday, November 137:00 a.m. - 5:00 p.m. Registration desk open7:30 a.m. Early bird continental breakfast9:00 - 10:00 a.m. Concurrent workshops10 a.m. - 1:00 p.m. Expo Open with Lunch10:15 -11:15 a.m. Concurrent workshops1:00 - 2:00 p.m. RVDA of America Annual Meeting1:00 - 2:00 p.m. RVDA of Canada Annual Meeting1:00 - 2:00 p.m. Workshop for parts & service personnel2:15 - 3:15 p.m. Concurrent workshops3:30 - 4:30 p.m. Concurrent workshops5:30 - 7:00 p.m Skyview Sunset Social

Friday, November 147:30 a.m. Early bird continental breakfast8:00 - 9:00 a.m. Compliance workshop: “Compliance: The Current

Legal Landscape and how it Applies to You”9:15 - 10:15 a.m. Compliance workshop “Understanding

Compliance Issues and Solutions with Back-EndProducts"

* Subject to change 27OCTOBER 2014


Vendor Training +Plus Triples in Sizefor the 2014 Convention/Expo

Vendor Training +Plus topics are designed to help deal-ership management increase profitability through

increased knowledge of the latest products and services onthe market. The hour-long sessions take place Monday, Nov.10 from 2:45 - 3:45 p.m. and continue on Tuesday, Nov. 11from 8:15 a.m. - 1 p.m. Vendor Training +Plus is free for allfull convention registrants, so dealers should plan to arriveearly in the week to take full advantage of the extra sessions.

Registered dealers can bring additional staff to attendVendor Training +Plus at the special low rate of $195 forMonday and Tuesday of the convention. This two-day feeincludes the training sessions, admission to the openinggeneral session, and the opening reception in the expo hall,where attendees can learn about the newest products andservices available to dealers.

Visit www.rvda.org/convention for updates. n

MONDAY 11/10MONDAY 11/10

TUESDAY 11/118:15

9:30

10:45

12:00

1:00

2:45

3:45

B&W Trailer Hitches

Gregg Lafferty

American-madeProducts – Information,Installation andIncreasing Profit, theAmerican Way Palace 1&2

SureVista Solutions

Blake Ashdown

The Next Big Thing!RVDealerIntel…by SureVistaPalace 3

Lippert Components

Steve Paul

Correct Track SuspensionAlignment System – A Revolutionary NewProduct from LippertComponents Bronze 4

AL-KO Axis Inc.

Kary Royer

Towing Safety Systemby AL-KO AxisPalace 1&2

Ally Financial

Bill Thompson

Leveraging Trends toPredict SalesPalace 1&2

Auction123.com

Tracy Amato

Online Marketing Toolsand Strategies to DriveLocal Traffic to YourInventoryPalace 3

SureVista Solutions

Blake Ashdown

The Next Big Thing!RVDealerIntel…by SureVistaPalace 3

Brown & BrownRecreationalInsurance

Shawn Moran &Janet Scavo

Finding the Profit inCash TransactionsPalace 4&5

Livin Lite RV

Scott Tuttle

Thinking Outside theBox – InternationalDiversificationPalace 4&5

American GuardianWarranty Services

Charles Campbell

Compliance: The CFPB,the Dodd-Frank Act andthe RV DealershipBronze 3

David Spader

LeadershipDevelopment for YourDealership – Part 2Bronze 2

Lippert Components

Steve Paul

Lippert Component’sAftermarket ProgramBronze 4

Spader BusinessManagement

David Spader

LeadershipDevelopment for YourDealership – Part 1Bronze 2

Blue Ox

Mike Thelander

Chassis Performance:Giving Your StockMotorhome a HighPerformance MakeoverBronze 4

Carefree of Colorado

Traci DeYoung

Ordering Made Easy!Come Learn aboutCareFree’s New ProductConfiguratorPalace 4&5

Titan Tire

Randy McMann

Hydraulic Disc BrakeConversionsPalace 3

Wheeler Advertising

Ron Wheeler

Learn How DealersDominate InternetMarketingBronze 2

IDS - IntegratedDealer Systems

Mark Berggren andMario Britz

Using New IDSTechnology to Improvethe CustomerExperience – Part 1Bronze 3

Mark Berggren andMario Britz

Using New IDSTechnology to Improvethe CustomerExperience – Part 2Bronze 3

(As of September 26)

The Employment Network- A CareerCo Company Kristy Fallon and Maryellen Adams

RVDA members have a new hiring tool. Find out about the innovative new hiring tool that’s cost-effectively closing theemployment gap. Join The Employment Network leaders as we demonstrate what hundreds of companies are saying hassimplified and reduced their costs-per-hire. Its new innovative hiring tool, endorsed by RVDA, enables companies like yoursto leverage a risk-free, performance-based system to recruit and staff for a variety of positions. Palace 4&5

Follow the conversation on:Presented by:

Mike MolinoThe

Nov. 10-14 • Bally’s on the Las Vegas Strip

2014 RV DEALERS INTERNATIONAL CONVENTION/EXPO

NEW DATES! NEW LOCATION!Better timing, a new venue on the Las Vegas Strip, and an exciting line-upof new education sessions are waiting for dealers at the 2014 RV DealersInternational Convention/Expo. Join us at Bally’s from Nov. 10-14 for:

2014 PARTNERS

VISIT WWW.RVDA.ORG FOR MORE INFORMATION AND TO REGISTER.

• Insight into how greatcompanies embrace changefrom keynote speaker DougLipp, who helped shape DisneyUniversity’s world-famouscustomer service training

• An expanded Vendor Training+Plus program

• A new education track on digitalmarketing and social media

• Partners In Progress meetingsfor many manufacturers

• A larger expo hall with morefirst-time exhibitors

• Easy access to Las Vegasnightlife

• Low convention rates so moredealership employees can attend

30

31OCTOBER 2014

Albuquerque RV Dealers Are Chillin’

Rocky Mountain RV & Marine inAlbuquerque believes in giving

back to the community, so staffersstarted a local dealership chainreaction by challenging Myers RVCenter to participate in the ALS IceBucket Challenge and get donationsrolling in.

Ten members of the RockyMountain team were soaked in icewater with the help of two forkliftsand colleagues looking for somepayback. "It was cool," said BobScholl, assistant general manager."Actually, it was freezing, but worth itfor a good cause!"

The Meyers RV Center teamaccepted the challenge and got soakedas well. Prior to the ice water bath,

John Myers challenged ChisholmTrail RV to take up the cause as well.

The ALS Ice Bucket Challengehas been invaluable in raising publicawareness of this disease and gener-

ating funds for research. At presstime, the ALS Association hadreceived $94.3 million in donationscompared to $2.7 million during thesame time period last year. n

M E M B E R N E W S

YOU ASKED FOR IT - YOU’VE GOT IT!NEW DATES: Nov. 10-14 • NEW LOCATION: Bally’s on the Las Vegas Strip

RVDAmembers said they wanted aconvention location on the

Las Vegas Strip and later dates so theycould bring more employees. Well, weheard you! The 2014 RV DealersInternational Convention/Expo will be inthe center of the action – Bally’s on theLas Vegas Strip – and take place a fullmonth later than previous years.

Between our new, central location andmore convenient dates, this is the year toparticipate in the premier annualnetworking event for RV dealers.

And flexible registration ratescombined with early bird discounts makeit possible for more of your staff to sharein this learning opportunity.

Education is the passport to better-managed, more productive dealerships,and this year’s convention offers something

for everyone.Vendor Training +Plus sessionswill give you and your staff

valuable face time with vendors and business partners and areincluded in your full registration. They’re also available at aspecial low rate for employees who can onlyspend a day or two away from the dealership.

The Young RV Executives program,with events specifically focused on theneeds of younger executives and newmanagers, returns for a second year.

Make the 2014 RV Dealers InternationalConvention/Expo your destination for:• A rich learning experience bringingtogether approximately 60 educationalsessions on subjects driving your dealershiptoday

• A new education track dedicated tosocial media and Internet-based marketing

• Business opportunities in the expo,where dealers can meet more than 100manufacturers, vendors, and suppliers

• Mike Molino RV Learning Center’sshorter, streamlined workshops fordealers/GMs, service writers/advisors,

marketing and sales staff, parts and service managers, andrental operators

• Partners in Progress dealer/manufacturer meetings, nowspread out from Monday through Thursday sodealers can attend more workshops

• Social events and networking opportunities

VENDOR TRAINING + Plus

V

Follow the conversation on:Presented by:

Mike MolinoThe

If you’ve registered for the conventionand want to bring employees toattend just the Vendor Training +Plusprogram, you can register them forthat program for $195 per person. TheVendor Training +Plus badge will alsogive the holder access to the expoand the opening reception onTuesday, Nov. 11.

F U L L R E G I S T R AT I O N R AT E

for first dealershipregistrant

per each additionalregistrant

FOR MORE INFO VISITWWW.RVDA.ORG/CONVENTION

AND REGISTER TODAY!

2 0 1 4 R V D E A L E R S I N T E R N AT I O N A L C O N V E N T I O N / E X P O

$879$879

32

33

DEALER REGISTRATION FORM

2. Registration Fees:

1. Registration Information. Please copy this form if adding registrants.

3. Payment Information:

Nov. 10-14, 2014Bally’s on the Las Vegas Strip

Company Name_______________________________________________________

Phone ____________________________ Fax ______________________________

Address ____________________________________________________________

City______________________________ State/Prov________ Zip/PC____________

Email ______________________________________________________________

Name on Card _________________________________ Card #___________________________ Expires________ Security Code _______

Billing Address _________________________________ City ____________________________ State/Prov _____ Zip/PC ____________

� Full Amount or � Easy Pay (credit card only: 3 equal installments willbe charged to your credit card, first on date received, then at 30 and 60 days).If neither box is checked you will be charged the full amount in one payment.

� Check enclosed

Charge my: � VISA � MasterCard � Amex � Discover

First registrant locks in today’s lowest rate for all future dealership personnel! Amount Total

I would like to add a contribution to the Mike Molino RV Learning Center to promote education for our industry.* $

Dealership must have one full convention registrant to bring additional employees JUST for Vendor Training +Plus.The cost is $195 per person and includes Vendor Training +Plus training on Monday, Nov. 10 and Tuesday, Nov. 11, andTuesday’s reception in the Expo. Photocopy this form to add more registrants for Vendor Training +Plus.

MAIL OR FAX A COPY OF THIS FORM TO: RVDA of America, 3930 University Drive, Fairfax, VA 22030-2515 • (703) 591-7130 • Fax: (703) 359-0152 • www.rvda.orgRVDA of Canada, 204-6411 Buswell St, Richmond, BC V6Y 2G5 • (604) 718-6325 • Fax: (604) 204-0154 • www.rvda.ca

CANCELLATION / REFUND POLICY: All cancellations must be in writing and received by August 31, 2014, to qualify for a refund. A $30 administrative fee will bededucted from each refund request received by July 31, 2014. A $100 administrative fee will be deducted from each refund request received between August 1, 2014 andAugust 31, 2014. No refunds will be made after August 31, 2014. *The Mike Molino RV Learning Center is a tax-exempt organization as described in section 501(c)(3) ofthe Internal Revenue Code. Contributions may be tax deductible as charitable donations.

TOTAL $

VENDOR TRAINING + Plus

V

First Registrant – includes Vendor Training +Plus, a $195 value! $879 $

Registrant Name ____________________________________________ Email ______________________________________________

Badge First Name ___________________________________________ Please check here if you require special accommodations. �

Second Registrant – includes Vendor Training +Plus, a $195 value! $879 $



Third Registrant – includes Vendor Training +Plus, a $195 value! $879 $



Fourth Registrant – includes Vendor Training +Plus, a $195 value! $879 $



Name _________________________________ Badge First Name __________________ Email _____________________ $Name _________________________________ Badge First Name __________________ Email _____________________ $

ONLY


NEW RESEARCH SHOWSRVERS SAVE ON VACATIONSEdited by RVDA staff

A recent study shows that RV vacationscost substantially less than other

forms of vacation travel, even whenfactoring in fuel prices and the cost of RVownership. For a four-person travel party,the study found a savings of 27-62percent; a two-person travel party saved15-48 percent. The research, commissionedby RVIA, was conducted by PKF ConsultingUSA and updates previous vacation costcomparison studies done by PKF. The PKF study provides a vacationcost analysis using two sets of hypothet-ical travel parties: a 4-person travel partyof two adults and two children, and a 2-person travel party of two adults. Itanalyzed the major costs these hypothet-ical travelers would incur when takingnine different types of vacations to ninepopular vacation destinations. For eachdestination, researchers analyzed vaca-tions last three, seven, and 14 days. The study also compared differenttravel methods, including a folding campingtrailer, a lightweight travel trailer, acompact motorhome, a type C motorhome,

and a type A motorhome. Thetype A was used forcomparison with travel optionssuch as flying first class, rentinga premium car, staying inupscale hotels/resorts, andeating meals in restaurants. RV travel revealed a cleareconomic advantage overother forms of travel, regard-less of the RV type.

Here’s what a four-persontravel party could expect to save:

• Folding camping trailer: 47-62%

• Lightweight travel trailer: 34-53%

• Compact motorhome: 27-48%

• Type C motorhome: 28-48%

• Type A motorhome: 38%

A two-person travel party couldexpect to save:

• Folding camping trailer: 38-48%

• Lightweight travel trailer: 23-36%

• Compact motorhome: 19-32%

• Type C motorhome: 15-28%

• Type A motorhome: 14%

As part of its analysis, PKF considered howfluctuating fuel prices might affectvacation costs. The findings showed thatfuel prices would have to reach more than$12 per gallon for a four-person travelparty before RVing would begin to lose itseconomic advantage over other forms oftravel. For a two-person travel party, fuelwould have to reach $6 per gallon. n

Go RVing Tailgating CrewGo RVing is tailgating this fall at stadiumsacross the country. The events are showcasingthe versatility of RVs to thousands of footballfans and are part Go RVing’s effort to extend itsadvertising and marketing communication effortsdeeper into the year. On September 6th at theUSC-Stanford game, Matt Jones (second fromright) of Pan Pacific RV Centers, joined the TVcrew to shoot a tailgating video featuring amotorhome. (Crew members included, from leftto right, Eric Wisler, senior producer; KenMichaud, executive producer; Jennifer Smestad,host; and Graham Herschel, integratedmarketing.) The Pac-12 video vignettes can beseen during the Saturday morning pre-gameshow on the PAC-12 network throughout theseason. The videos are also available on the Pac-12.com website.

Name: ______________________________________________________________________Company: __________________________________________________________________Address: ____________________________________________________________________City: __________________________________________State: _____ Zip:____________Phone: ___________________________________ Fax:______________________________Email: ______________________________________________________________________Dealer website: ____________________________________________________________

Fax to (703) 359-0152, or mail to RVDA, 3930 University Dr., Fairfax, VA,22030. For more information, visit www.rvda.org or send an email [email protected]

Please enroll _____ dealership(s) at $250 each.Make checks payable to RVDA. q Check here for leads delivered by U.S. mail.Credit card (circle): VISA MC DISCOVER AMEX Credit card #: ___________________________________________ Exp. date: ________Cardholder: ________________________________________Security code: ________Signature: __________________________________________________________________

Get on board with Go RVing! Return this form TODAY!

36

39OCTOBER 2014

Breakfast on Wednesday, Nov. 12Sponsor: TCF Inventory Finance Inc.

www.tcfif.com

Dealer LoungeSponsor: Thor Industries Inc.

www.thorindustries.com

Parts Educational TrackSponsor: Coast Distribution System

www.coastdistribution.com

Young RV Executives Receptionon Wednesday, Nov. 12

Sponsor: Coach-Netwww.dealer.coach-net.com

General SponsorSponsor: Winnebagowww.winnebagoind.com

Convention Mobile AppSponsor: eBay Motorswww.ebay.com/motors

RVDA THANKS OUR 2014 CONVENTION/EXPO SPONSORS,WHOSE GENEROSITY MAKES THE CONVENTION HAPPEN!


Certified Green RV ProgramTRA Certification Inc. [email protected]: (800) 398-9282 Fax: (574) 264-0740TRA, the leading third-party green certificationcompany, through its “Certified Green RVProgram,” measures, evaluates, and certifies RVmanufacturers and verifies vendors for energyefficiency and environmental friendliness. Thisprogram empowers dealers to guide environ-mentally-conscious consumers in making better-informed decisions about their RV purchases,leading to increased customer satisfaction.

––––––––––––––––––––––––––––––––––––––––

Credit Card ProcessingBank of America Merchant Services https://[email protected](678) 784-0567Bank of America Merchant Services offersRVDA members an annual savings averaging10-to-15 percent on each Visa andMasterCard swipe transaction. Advancedequipment provides fast authorization,around-the-clock support, and improved fundsavailability for those with a depository relation-ship with the bank.

––––––––––––––––––––––––––––––––––––––––

Disability Income Insurance/ Paycheck Protection BenefitsAmerican Fidelity AssuranceCompanywww.afadvantage.comTed [email protected](800) 654-8489, Ext. 6530Dealerships can provide disability insurance toprovide security for a portion of an employee’spaycheck in the event they are unable to workdue to a covered accident or illness.

––––––––––––––––––––––––––––––––––––––––

Emergency Roadside and TechnicalAssistanceCoach-Netwww.coach-net.comdealersales@coach-net.com(800) 863-6740Coach-Net provides emergency roadside andtechnical assistance solutions to RV dealersthroughout the U.S. and Canada and for manyRV and chassis manufacturers, RV clubs, andcustomer membership groups. Coach-Netprovides dedicated service using over 150employees with advanced communicationstechnology tools combined with an extensivedatabase of more than 40,000 serviceproviders. The company employs trainedCustomer Service Agents and RVDA-RVIA/ASEMaster Certified Technical Service Agents.

––––––––––––––––––––––––––––––––––––––––

Employee TestingCaliper Corp.www.calipercorp.comRalph [email protected](609) 524-1214

For nearly a half-century, Caliper has consultedwith over 25,000 companies on improvingevery aspect of their workforce – from hiringand selection to employee development andsuccession management. Starting withaccurate, objective insights our consultantsgain from our time-tested personality assess-ment, the Caliper Profile, we are able to helpour clients reduce the high cost of turnover,help first-time managers excel and create solu-tions that are tailored, practical and adaptable.Whether you are looking to hire topperformers, develop talent, build teams ortransform your organization, we can help.

––––––––––––––––––––––––––––––––––––––––

Extended Service AgreementsXtraRide RV Service AgreementProgramwww.protectiveassetprotection.com(800) 950-6060, Ext. 5738The XtraRide RV Service Agreement Program isoffered through the Asset Protection Divisionof Protective Life Insurance Company. Theprogram has been exclusively endorsed byRVDA since 1992. The XtraRide programs andF&I solutions bring dealers increased profitopportunities while providing quality protectionfor their customers. Protective is dedicated toproviding the RV industry with superiorproducts and services given its ability to under-write, administer, and market its ownprograms.

––––––––––––––––––––––––––––––––––––––––

Health Insurance Mass Marketing InsuranceConsultants Inc. (MMIC)http://www.mmicinsurance.com/RVDA/[email protected](800) 349-1039MMIC contracts nationally with a number ofhealth insurance companies to provide a widevariety of benefits. MMIC creates a customizedinsurance program best suited for individualdealerships. Coverage is available to individualmembers and those firms with two or moreemployees. With group coverage, all active full-time employees are eligible. Spouse anddependent children under age 19 (23 if full-time student) are also eligible. The cost of thecoverage for the RVDA program may be paidin whole by the employer or shared with theemployees. However, the employer’s contribu-tion must be at least 50% of the total cost.

––––––––––––––––––––––––––––––––––––––––

Lead Qualifier ProgramCustomer Service Intelligence Inc.(CSI)[email protected](800) 835-5274The Scene: High Inventory-Low Sales. TheNeed: MORE SALES-New methods to meetcircumstances. The Solution: CSI’s LeadQualifier Program. How it Works: Your salesleads are sent to CSI immediately following:initial contact with your sales staff – either inthe showroom or by phone, website contact,

Go RVing leads, and anywhere else you mightacquire leads. CSI then makes a personalphone call to each lead, captivating their atten-tion before your competitor does and estab-lishing impressive rapport! We will uncover theprospect’s initial impression of your dealershipand staff; fully qualify the lead including exactneeds and time frame for purchase; andprovide you with their DEAL MAKER!

––––––––––––––––––––––––––––––––––––––––

Pre-owned RV Appraisal GuidanceN.A.D.A. Appraisal Guides & [email protected](800) 966-6232, Ext. 235The N.A.D.A. RV Appraisal Guide is an essen-tial tool for dealers needing to determine theaverage market value for used RVs. A newonline program, RV Connect, is also availablethat provides updated RV values, createscustom window stickers for both newer andolder RVs, and more. These products are allavailable at the RVDA “members only” rate.

––––––––––––––––––––––––––––––––––––––––

Propane and Propane SuppliesSuburban [email protected](800) 643-7137Suburban Propane offers discounts to RVDAmembers on propane along with attractive andsafe equipment for refilling most any propanecylinder, 24-hour service, on-site “Train theTrainer” instruction for dealership personnel,signage, and a periodic review of fillingstations by experienced safety experts.

––––––––––––––––––––––––––––––––––––––––

RVDA/Spader 20 GroupsSpader Business [email protected](800) 772-3377RVDA/Spader 20 Groups managed by SpaderBusiness Management help dealers improvetheir management skills, recognize markettrends, and solve problems. The groups includenon-competing dealers who share experiencesto develop best practices.

––––––––––––––––––––––––––––––––––––––––

Shipping DiscountsPartnerShip, LLChttp://partnership.com/[email protected](800) 599-2902The RVDA Discount Shipping Program,managed by PartnerShip, provides RVDAmembers with substantial shipping discounts.RVDA members who enroll in the free programwill save on small package shipments withFedEx and less-than-truckload (LTL) freight ship-ments with UPS Freight and Con-way Freight.Visit www.PartnerShip.com/79rvda for moreinformation and to enroll.

RVDA Endorsed Products

Visit www.rvcareers.orgRV dealers can access resumes and post jobopenings through a partnership withBoxwood Technology at www.rvcareers.org.

41OCTOBER 2014

The DLN offers your dealership:• Onsite training• Group training• No travel time or expenses • Self-determined pace• One fixed price of $995 for the

subscription term

The Florida RV Trade Associationand RVDA’s Mike Molino RVLearning Center partner to providedistance learning opportunities to RVdealers and their employees. The DistanceLearning Network is $995 per year for each dealer-ship location. Over 50 sessions available, 24 hours aday, seven days a week, with full access to trainingthrough July 31, 2015.

The DLN offers online training for:• RV Technicians – The certification prep course helps

technicians get ready for the certification exam.Your subscription includes unlimited access to more

than 50 training sessions, reviews, and test prepara-tion sections. Also included are manufacturer- and

supplier-specific advanced repair and trou-bleshooting classes designed to upgrade

technicians’ skills. Completion of theseclasses qualifies for recertificationhours. Classes are available 24/7throughout the program year,providing maximum flexibility.

• Service Writers/Advisors – Thisthree-hour program is valuable for both

new staff and experienced personnelpreparing for the RV Learning Center’s Service

Writer/Advisor certification.

• Greeters/Receptionists – This 50-minute session issuitable for all employees who need customerservice skills. It includes a final exam and certificateof completion.

• Dealers/GMs – This program features importanttopics for management, including lemon laws, LPgas licensing issues, and the federal Red Flags Rule.

Company Name: ______________________________________________________________________________________________

Address: ____________________________________________ City: ________________________ State: ______ Zip: ____________

Phone: ______________________________________________ Fax: __________________________________________________

Mentor Name: __________________________________________________________ Phone: ______________________________

E-mail (at dealership) : ____________________________________________________ Fax: ________________________________

**High speed Internet access required. RVIA service textbooks not included**

_____ location(s) at $995 each = payment due: $______________ (select payment method below)

PAYMENT METHOD Note: prices are subject to change without notice. Complete lower section and mail or fax to:Florida RV Trade Association, 10510 Gibsonton Drive, Riverview, FL 33578, (813) 741-0488, Fax: (813) 741-0688

q PAY BY CHECK OR MONEY ORDER q PAY BY VISA OR MASTERCARD

Name on Credit Card: __________________________________________ Card Number: ____________________________________

Security Code: _________ Expires: __________ Card Billing Address:______________________________________________________

Card Holder Signature: __________________________________________________________________________________________

For more information, call (386) 754-4285 or go to https://www.fgc.edu/academics/occupational-programs/rv-institute/

ONLINE TRAINING WITH FRVTA’SDISTANCE LEARNINGNETWORK

DEALERSHIP REGISTRATION

8/2014

Mike MolinoThe


Alde www.alde.us . . . . . . . . . . . . . . . . 19

A World of Training (866) 238-9796 . . . . . . . . . . . . . . 31

American Guardian Warranty (800) 579-2233 . . . . . . . . . . . . 2,37

Diversified Insurance Management (800) 332-4264 . . . . . . . . . . . . . . . 3

GE (800) 289-4488 . . . . . . . . . . . . . . . 4

MBA Insurance Inc. (800) 622-2201 . . . . . . . . . . . . . . 21

NWAN (877) 222-1645 . . . . . . . . . . . . . . 25

Protective (888) 326-0778 . . . . . . . . back cover

RVIA (703) 620-6003 . . . . . . . . . . . . . . 27

RVT.com (888) 928-0947 . . . . . . . . . . . . . . 15

Sobel University (253) 565-2577 . . . . . . . . . . . . . . 20

Spader (800) 772-3377 . . . . . . . . . . . . . . 16

SYS2K (407) 358-2000 . . . . . . . . . . . . . . 14

TCF (877) 872-8234 . . . . . . . . . . . . . . 43

Tire Shield (888) 628-8473 . . . . . . . . . . . . . . 13

Xantrex (800) 670-0707 . . . . . . . . . . . . . . 29

ADVERTISERS INDEX

Technician CertificationSelf-Study Prep Course

FRVTA’s Distance LearningNetwork - Training for EveryPosition at Your Dealership

Customer ServiceTraining throughFRVTA’s DLN

Service Writer/ AdvisorTraining throughFRVTA’s DLN

ONGOING ONLINE EVENTS:

Don’t see your events listed? Visit

www.rvtrainingcalendar.comto upload your events to the

calendar.

RVDA Welcomes Our Newest Members

Dealers

Goshen RVSupercenter, Goshen, IN

Metra RV CenterBillings, MT

Aftermarket

Arizona RepairSpecialist LLC, Mesa, AZ

8/1/14 - 8/31/14

43OCTOBER 2014

Documents

Economic Census Reveals Recession’s Full Impact on RV Sales, … · 2017. 9. 7. · from the depths of the Great Recession. 12Be Social! With more than 1.6 billion social network