Ramp up auto dealer ad sales with TAB sales workshop

TAB is bringing nationally-recognized automotive sales expert John Tkac to Texas stations via satellite in April and May.

For 28 years, Tkac ran some of the largest retail automotive dealerships in the country ?? including operating dealerships in South Florida for a public company. He now travels the country, speaking to groups of broadcasters on how sales teams can more effectively show auto dealers how to spend their advertising dollars.

TAB has secured satellite time on April 25 and May 2 for the sales workshop. Both sessions will be fed at noon and last approximately 90 minutes. DVDs of the presentation will also be available. The workshop does not favor TV over radio. The TAB member station fee for this year's package of two workshops is $200.

E-mail TAB's Michael Schneider to register or call (512) 322-9944.

April 25: Learning the Retail Automotive Business - Being More Effective
Sales staff will come away with strategies, tactics, and practical ideas that they can take back to their stations to use in their sales endeavors, including:

• Overview of current retail automotive business
• How paradigm shifts in the retail automotive business will benefit broadcasters
• Five challenges facing auto dealers and how AE's can turn them into more broadcast revenue

May 2: Selling Against the Other Media
Radio and TV staff will get a look at the current state of automotive retailing and the paradigm shifts facing auto dealers. Tkac will show them how to turn the current turmoil into radio and television sales opportunities by:

• Becoming a more effective AE -- the retail automotive terms you must know
• Ranking the effectiveness of the media in terms of retail automotive
• Selling against the other media -- from the point of view of an auto dealer