The Reynolds and Reynolds Co. on Jan. 14 announced it will be offering an expert-led workshop around CRM profit opportunities in automotive retailing. The workshop will be open to automotive retailers attending the 2004 National Automotive Dealers Association (NADA) convention in Las Vegas, Jan. 31-Feb. 3.

From 11 a.m. -12:15 p.m. on January 31, Feb. 1 and Feb. 3, David H. Brugh, an automotive retailing veteran, will discuss the key profit opportunities of customer relationship management (CRM). He will describe how to transform customer interactions into additional sales transactions and maximize profit opportunities in the dealership.

According to Reynolds and Reynolds, the workshop has been developed for retailers who want to discover and leverage seven key profit opportunities capable of resulting in up to 40 percent sales growth. In addition, Brugh will discuss the motivation of car buyers to uncover the hidden sales opportunities within existing dealership data.

Reynolds and Reynolds said that workshop participants will learn to:

• Target seven key areas to develop new and repeat business from existing customer and contact data.

  
  

  
  

• Tap into CRM practices that allow them to sell more cars while spending less on advertising.

  
  

  
  

• Implement valuable CRM best practices.

  
  

  
  

• Transform customer interactions into sales transactions, thereby maximizing profit opportunities.

  
  

  About the Instructor

  
  

  David H. Brugh, director of Reynolds Loyalty Management University, has 32 years of automotive industry experience.

  
  

  At Reynolds he is responsible for managing marketing and delivering curriculum automotive retail courses to dealership management and sales teams. Brugh started his career in sales and has served in the roles of finance manager, sales manager, used car manager, general manager and owner.

  
  

  He was an automotive dealer in Cleveland and Lorain, Ohio prior to joining the former HAC (Half a Car) Group. There Dave managed the automotive business in the United Kingdom and was promoted to director of European Operations.

  
  

  An author of white paper on retail leasing and used car certification programs, he has lectured, presented workshops and participated in major projects with Ford, Lincoln and Mercury throughout North America, the United Kingdom and Europe.

  
  

  For complete details and to register for the workshop, visit http://expo.nada.org/nada2004/attendee/calendar.asp?TrackID=All&Dates=All&Types=10&SortMenu=108004.

  
  

  About Reynolds and Reynolds

  
  

  Reynolds and Reynolds (www.reyrey.com) is a provider of integrated solutions designed to help automotive retailers manage change and improve their profitability.

  
  

  Serving the automotive retailing industry since 1927, Reynolds says it enables OEMs and retailers to work together to build the lifetime value of their customers. The company's product, service and training solutions include retail and enterprise management systems, Web and customer relationship management solutions, learning and consulting services, documents, data management and integration, networking and support and leasing services.

  
  

  Reynolds serves more than 20,000 customers comprising nearly 90 percent of the automotive retailers and virtually all OEMs doing business in North America. The Reynolds International Division serves automotive retailers and OEMs through Incadea AG and its partner network as well as a worldwide consulting practice.