HOUSTON -

Structured as two days of intense training, CAR-Research XRM is hosting a wide array of workshops at its Automotive Boot Camp 2013.

Keith Shetterly, director of business development and call center with CAR-Research XRM, will present a workshop at titled, “The Invisible Customer: Get Sales From the Buyers We Don’t See,” on May 15 at 9:30 a.m.

The entire boot camp will be at the Sheraton Philadelphia Downtown Hotel in Philadelphia.

Shetterly has been a successful BDC/Internet/processes/advertising consultant for dealerships, the eCommerce director and processes trainer for a three-location, 16-franchise dealer group in Houston and the BDC sales and processes director and No. 1 salesperson for another Houston-based dealership.

In his presentation, Shetterly will address a recent CAR-Research study that shows how average dealerships only log 25 percent of their ups. And Shetterly insisted the ones that do get logged are those close to closing, that have gotten to the negotiation stage and who are most likely to buy.

Shetterly said, “The customer who walks into the dealership and is greeted by a salesperson who is rude or unprofessional, for example, does not get logged? The salesperson walks into the manager’s office and says, ‘Who? That guy? He was a flake. He wasn’t going to buy a car.'

“Guess what,” Shetterly continued. “He is going to buy a car — just not from that dealership. He never got logged, so nobody can follow up with him to rectify the situation and get him back in.”

CAR-Research XRM mentioned J.D. Power and Associates data that states customers are now visiting an average of no more than 1.4 dealerships before purchasing, down from 4.5 in 2005.

Shetterly’s presentation will cover how dealerships today are more likely than ever before to sell a vehicle to the fresh up. But they must be the “1” in the “1.4” and not the “0.4.”

Commenting further about his presentation Shetterly said, “Even if you have to follow up with a customer and get them back tomorrow or next week, you must be not just the first dealership a customer visits, but the first dealership that gives a great experience and actually logs them.

“And a logged up means nothing if there is no follow-up by the dealership,” he went on to say. “Statistics have long shown that two thirds of people able to buy a car, but that left, will return to the dealership if followed up with properly. And what is proper follow-up? Join my presentation and find out more. I hope to see you there.”

More details about the boot camp and registration information can be found at www.automotivebootcamp.com.

Continue the conversation with Auto Remarketing on both LinkedIn and Twitter.