120717 DLA COURSE CATALOG 20PGS

DLA Automotive Training CentersCOURSECATALOG Comprehensive Training. Proven Results.

Pittsburgh Training CenterAbout our DLA Training CentersDavid Lewis & Associates, Inc. is proud of our Sales and Management Staff through coursesexclusive Automotive Sales, Service and such as Objections, Phone-Ups and ProspectingManagement Training Centers, located in the & Follow-Up. Our industry recognized F&IPhiladelphia, Pittsburgh and NY/NJ Metro areas. courses include Entry Level F&I, Advanced F&IHaving trained Dealerships across the country and Service Contracts. Our courses on Internetfor almost 30 years, our state-of-the-art Sales and DLA’s BDC processes are secondAutomotive Training Centers welcomed its first to none!students in January 2013. The Training Centersare designed to offer a full range of classes to A full list of Fixed Ops Service courses aremeet the Training needs of Dealerships. We designed for maximum effectiveness and include:offer superior training away from the Dealership Advanced and Entry Level Service Advisors,and in an environment advantageous to Advanced Service Management, Understandinglearning. With a controlled class size, we are the Service Customer, Service Staff Retention,able to offer hands on, individualized and Parts, Body Shop, Introduction to Service BDCcustomized Training with a strong Student to and Advanced Service BDC Concepts.Trainer ratio to truly expand their selling skills. We encourage management to participateAll Training is done by DLA Certified Trainers in courses designed specifically for themwho are employed by David Lewis & Associates consisting of Leadership, Coaching, Hiringand have an extensive background in the Retail & Motivation, Advanced ManagementAutomotive Business. All of our DLA Center Negotiations, Used Car Management andTrainers live locally in their center areas. Leasing for Managers. Result driven courses are offered for your Business DevelopmentThe DLA Training Centers offer a Five-Day Center including Lead Generation and Phone-Ups.Entry Level Sales Class that is designed for Additionally, we offer monthly round table servicethe individual just entering the Automotive discussion groups for each department toIndustry. This course provides the newly hired effectively develop long term relationships andSalesperson a full week of learning, preparing peer to peer mentoring.and practical experience. Our Advanced Salescourses enable the student to master the The DLA Automotive Training Centers offer allPresentation and Demonstration process from Dealerships the ability to engage in a superiorthe Meet and Greet all the way through the Training Program with a strong curriculum andService Walk. Our Dealership partners benefit top-notch training. An investment in your Stafffrom continual and ongoing Training for their is an investment in the Dealership’s future.2

DLA Training CoursesSales 00 Dealer / GM 00 00Entry Level Sales (5 Days) 00 How to Increase Dealership ProfitsAdvanced Sales Program (4 Days) 00 $50,000 per MonthAdvanced Sales Level 1 00Advanced Sales Level 2 00 Fixed Ops 00Objections Level 1 00 00Objections Level 2 00 Entry Level Service Advisor Prog. (4 Days) 00Advanced Negotiations for Salespeople 00 Advanced Service Advisor Prog. (2 1/2 Days) 00Phone-Ups Level 1 00 Advanced Service Advisor Techniques 00Phone-Ups Level 2 00 Understanding the Service Customer 00Leasing for Salespeople 00 Effective Service Walk-Arounds 00Prospecting & Follow-Up 00 Service Advisor Phone Techniques 00Understanding Your Customer 00 Advanced Service Manager Prog. (3 Days) 00Common Mistakes Salespeople Make 00 Advanced Service Management Concepts 00Social Media Marketing for Salespeople Service Staff Retention 00Selling In-Service Advanced Service Revenue Creation 00 Effective & Profitable Express Serv. Processes 00Management Management Service Advisor Training 00 Introduction to Service Management 00Understanding the Sales Process for Introduction to Service BDCManagers Advanced Service BDC ConceptsAdvanced Sales Management Prog. (3 Days)Advanced Management Negotiations 00 General Courses 00Advanced Used Car Management 00Leasing for Managers 00 Receptionist/Phone Operator/Admin 00Leadership / Coaching 00 Business Etiquette 00Hiring / Motivation 00 How To Deal with Stress 00Increasing Profits 50K Plus Per Month 00 Winners vs. Losers 00Train the Trainer 00 Psychology of Sales 00 How To Avoid Negativity 00 00 Secondary FinanceF&I Introduction to Secondary Finance 00 Advanced Secondary Finance 00Entry Level F&I (3 Days)Advanced F&I Concepts (2 Days) 00 Round Tables 00F&I Service Contracts 00 00 00 Sales Management 00Internet / BDC Salespeople 00 00 F&I 00Internet/BDC Lead Generation (2 Days) 00 Internet / BDC 00Internet/BDC Management Service Advisors Service Managers 3

Sales Training Topics Entry Level Sales - 5 Day Course A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles of how a Dealership operates and leave knowing a comprehensive outline on the steps to the sale. Students will learn how to handle the Customer’s objections and how to effectively respond to them. Extensive role playing and scenario based situations will be covered, as well as a thorough segment on properly handling Phone-Ups. Each participant will return to the Dealership ready to take their first “UP.” Who Should Attend: New Salespeople Advanced Sales Program - 4 Day Course This four-day course is a complete program for the experienced Salesperson that wants to aggressively speed up their training and education. This course includes the material from the Advanced Sales Level 1, Objections Level 1, Phone-Up Level 1, Prospecting & Follow-Up and the Leasing for Salespeople Courses. Who Should Attend: Experienced Salespeople, Sales Managers Advanced Sales - Level 1 A one-day Level 1 course based on David’s book, “The Secrets of Inspirational Selling.” In this level 1 course, students will leave having a strong level of recognition into a valuable Presentation & Demonstration process from the Meet & Greet through the Service Walk. Students will learn how to create a non-defensive posture in each Customer and how to eliminate being lied to by a Customer. The student will learn the importance of spending more time selling their product, the Dealership and their personality, rather than selling the deal. They will learn how to present their product in a manner that will make closing the deal so much easier. Who Should Attend: Dealers, GMs, Sales Managers, Salespeople Advanced Sales - Level 2 In this one-day level 2 course, the student will take their skill level to the reproduction stage of the learning process. In depth discussion, advanced word track development and extensive role playing will take place. The goal of this course is for the student to return to the Dealership with a thoroughly customized presentation that will fit into their individual personality and style of salesmanship. A prerequisite to attending this course is the student must have already attended either the Advanced Sales Level 1 course or the 5-day Entry Level Sales course. Who Should Attend: Salespeople Objections - Level 1 This one-day level 1 course exposes the student to a 4-step process for overcoming objections. This process is designed to inspire the Customer to have second thoughts as to why they should make their purchase now versus the old school mentality of begging, whining and pleading with the Customer. There will be some basic development of individual word tracks and role playing. Who Should Attend: Sales Managers, Salespeople Objections - Level 2 This one-day level 2 course has been developed to take the student to the next step in the learning process, which is the reproduction stage. Time will be spent both developing and critiquing personalized objection word tracks that fit into the individual Salespersons style of salesmanship. Group discussions and extensive role playing and critiquing will be done. A prerequisite to attending this course is the student must have already attended either the Objections Level 1 course or the 5-day Entry Level Sales course. Who Should Attend: Salespeople4

Sales Training Topics continuedAdvanced Sales Negotiations for SalespeopleThis four-hour course initially exposes the student to the 3 areas that generate poor sales and profits in thesales process which in turn creates poor negotiations. Attendees will learn how to negotiate from strengthutilizing verbiage and objection responses that lower the Customers defensive posture and allow for a lesscombative process. Understanding a Customer’s body language, verbal posture and responses during thenegotiations are also covered.Who Should Attend: Dealers, GM’s, GSM’s, Sales Managers, SalespeoplePhone-Ups - Level 1A one-day Level 1 course that will teach each participant a structured process for handling each type of Phone-Up.Basic structured steps are taught. Each student will begin the development of their own individual word tracksbased on their personality within those structured steps. Role play and scenario-based situations will be utilizedto enhance the learning process. A must class for anyone who takes a Phone-Up.Who Should Attend: Sales Managers, SalespeoplePhone-Ups - Level 2This one-day level 2 course has been developed for those Salespeople who truly want to master the art ofhandling inbound phone leads. Advanced word track development and group discussions will be a focal point ofthis course. Plus, live critiquing of 10 phone-up calls that will be placed throughout the day to determine if theirdeveloped word tracks will make them sound different and unique when they receive calls, which will greatlyenhance their ability to secure an appointment. A prerequisite to attending this course is the student must havealready attended either the Phone-Ups Level 1 course or the 5-day Entry Level Sales course.Who Should Attend: SalespeopleLeasing for SalespeopleThis four-hour course is specifically designed for Salespeople on Leasing. Topics will be the value of Leasing tothe Customer, the benefits to them and the Dealership, the basic fundamentals of a how a Lease works, the basicconcept of how Leases are structured and how to present the Lease with maximum effectiveness.Who Should Attend: Sales Managers, SalespeopleProspecting & Follow-UpA four-hour course designed for Salespeople and E-Commerce/Internet/BDC staff members. The ideas includedin this course have been developed and utilized by some of the most successful Salespeople in the country. Thestudent will gain comprehensive knowledge on some of the best prospecting ideas that will create instant trafficand opportunities. Also included will be the most effective ideas for staying in touch with sold Customers thatwill create a long term relationship.Who Should Attend: GMs, GSMs, Sales Managers, Internet Personnel, SalespeopleUnderstanding Your CustomerThis four-hour course focuses on the first 10 minutes of a Customer’s arrival at the Dealership. We are allfamiliar with the phrase “I’d rather get a root canal, than buy a new car.” In this course, the student will learnhow to listen to the Customer and how best to approach them in the buying process. This course will revealhow to lower a Customer’s defensive posture and create a level of comfort that establishes an environment inwhich the Customer will enjoy spending time with the Salesperson.Who Should Attend: Sales Managers, Salespeople 5

Sales Training Topics Common Mistakes Salespeople Make A four-hour course that focuses on the top 30 mistakes that Automotive Salespeople make each and every day. Topics range from hygiene and attitude to understanding the Customer. Heavy emphasis is placed on the common mistakes made during the sales, objection and phone-up process, plus prospecting and social media. The student will be exposed to some great solutions to improve each area. Who Should Attend: Dealers, GMs, GSMs, Sales Managers, Salespeople Social Media Marketing for Salespeople This one-day course provides the basic understanding of Social Media. The student will be exposed to the benefits of Social Media and how their individual or Dealership strategies can create brand recognition and increased sales opportunities. All aspects of Social Media platforms are covered. This course has been designed to provide the individual who wants to understand and start using Social Media as a marketing platform and for the experienced person currently using Social Media. Who Should Attend: Dealers, GMs, Service Directors, Sales Manager and Salespeople Selling In-Service This four-hour course trains the student on the benefits, processes and sales skills for selling cars in service. The Service Customer offers a great opportunity to expand both sales and profits and creating a sales opportunity is easy once the Salesperson understands how to approach, interact and engage the Customer in dialogue that can create these opportunities. Every day Customers visit the Service Department for both general maintenance and repairs. This course will teach you how to use the data created from this role to easily manage and measure results that will add to a continuous opportunity to sell more cars. Who Should Attend: Dealers, GMs, Sales Managers and Salespeople6

Management Training TopicsAdvanced Sales ManagementThis one-day course is designed to provide an increase in productivity, gross profit and develop an authenticworking culture that will impact your sales and bottom line. Topics will include the theory behind InspirationalSelling, Advanced Negotiations, Objections, Phone-Ups, Leasing, Prospecting & Follow-Up, BDC, Leadership,Coaching and Hiring concepts.Who Should Attend: Dealers, GMs, GSMs, Sales ManagersAdvanced Sales Management Program: 3 DaysThis four-day Advanced Sales Management course is a complete program for all Sales Managers. Focus isplaced on becoming a Leader and not a Boss. This begins by exposing them to the newest and best practicesfor leading a sales force to success. Topics include Inspirational Selling, Objections, Phone-Ups, Leasing, BDC,Prospecting, Owner Follow-up, Leadership, Coaching, Hiring, Motivation and Advanced Negotiating Techniques.This course turns Managers into true Leaders.Who Should Attend: Sales Managers, Finance Managers, General Management and Dealer PrincipalsAdvanced Management NegotiationsIn this four-hour class, students will learn highly-developed concepts to improve and strengthen theirnegotiation skills and how to proficiently implement these skills to create larger grosses. This course does notalter a Manager’s basic negotiating process, but demonstrates to the student how to enhance those techniquesthrough a better understanding of what the Customer expects during the negotiating stage of the deal. Alltechniques have a proven track record of success and fit well with all current negotiating concepts.Who Should Attend: GSMs, Sales ManagersHiring / MotivationThis four-hour course starts with Hiring. Students will learn where to find talented people, how to then recruitthem and the interview process that will make them want to work for your organization. Once hired, how youmotivate them can make or break their long term commitment. Students will learn the 10 key elements ofsuccessful coaching, from what to say to how to say it. An unmotivated group of individuals typically becomejust a group of “Walking Generalities,” thus making this course an important one to attend.Who Should Attend: All ManagersAdvanced Used Car ManagementThis four-hour course focuses solely on the ideas and concepts for marketing, buying, selling and increasingrevenue in the used car department. The student will learn highly developed concepts to sell used cars.Marketing campaigns will be shared and fresh ideas on where to buy cars will be presented. The student willlearn lot layout and vehicle placement resulting in maximum effectiveness.Who Should Attend: GSMs, Sales Managers, Used Car ManagersLeasing for ManagersThis four-hour course is for Managers. Two areas will be covered. The student will learn how to promote leasingin the negotiating step and how to use a lease as a form of attracting buyers that are not currently in the marketfor a new car. This advanced course will deal with real-life leasing scenarios and provide tools on how to trainyour staff to embrace leasing as an effective alternative means of purchasing a car.Who Should Attend: GMs, GSMs, Sales Managers 7

Management Training Topics continued Leadership / Coaching A four-hour course designed for anyone within the Dealership that has supervisory responsibilities over others. This course focuses on the understanding and development of the true role of a Leader and Coach. Upon completion of this course, each participant will return to the Dealership with a stronger position as to their role and responsibility. An organization starts with great Leadership, and succeeds with great Coaching, making this course a mandatory requirement. Who Should Attend: All Managers Increasing Profits 50K Plus Per Month A one-day class taught exclusively by David Lewis that focuses on the creation of additional profits in your Sales, F&I, BDC and Fixed Ops Departments. This course will expose the participants to areas of the Dealership that have become stagnant and ways to bring them back to life. David will present the newest ideas for operating a successful Dealership. Concrete ideas will are taught that can be taken back to the Dealership for immediate implementation and results. This course is for Dealers and General Managers only. Who Should Attend: Dealers and General Managers Train the Trainer This four-hour course teaches the student the art of training. From understanding the impact training has on others to training material development. Each attendee will learn how to develop effective sales meetings, training events and one-on-one coaching sessions. Strong emphasis will be placed on creating an in-dealership training and coaching program and how to effectively support and monitor it. Who Should Attend: ALL Dealership Personnel “Since signing up with David Lewis & Associates Training, our profits have doubled.” “Our results have been beyond belief. Our volume is up over 60%, our profits have doubled and my staff loves the sales process we learned from David and his Trainers.” Scott Casebeer, Dealer – Capital Auto Group8

F&I Training TopicsEntry Level F&I - 3 Day CourseThis three-day course is for those students just entering the field of F&I. Focus will be placed on all areas ofunderstanding the F&I Customer, banking relationships, conversions, sales processes (including Menu techniques)and objection responses. This course includes a tremendous amount of role play so that the student will be fullyprepared to take an F&I Customer upon returning to the Dealership.Who Should Attend: Inexperienced F&I Managers, F&I Back-Up StaffAdvanced F&I Concepts-2 Day CourseThis two-day course has been designed for the F&I Manager that is ready to take their productivity to the nextlevel. Emphasis will be placed on advanced F&I sales concepts, structured presentation steps and the art ofresponding to customer objections. Topics will include the importance of F&I, understanding the Customer,the Banking process, and the value of developing control over the delivery process. From the sales perspectiveof F&I, the student will learn some very advanced techniques on how to effectively do both cash and creditunion conversions, present effective product presentations, methods for advanced Menu closing concepts,and some new and exciting ways to overcome objections. Extensive role play and group discussion are a bigpart of this course.Who Should Attend: F&I Directors, Experienced and New F&I Managers, and Back-Up F&I ManagersF&I Service ContractsA one-day course for experienced F&I Managers who want to increase their service contract penetration. Thiscourse will teach advanced Menu concepts, objection handling and revenue generating ideas. The conceptspresented have a track record of increasing even the best F&I Manager an additional $200 per unit. This coursewill give the F&I Manager the keys essential to deliver products and renew the Customer’s experience.Who Should Attend: F&I Managers Internet / BDC Training TopicsInternet/BDC Lead Generation-2 Day CourseA two-day course on effective Lead Generation ideas and concepts. Email, Chat and Phone scripts will bereviewed and examined. Plus, structured concepts for ongoing sold and unsold Customer follow-up. Time willbe spent developing personalized word tracks for both inbound and outbound calls, emails and online chats.Role playing and critiquing of live phone calls and emails will be a focal point of the program. This course willdemonstrate the importance of understanding how to create valuable contacts and ensure that your Dealershipwill be the one to attract the Customer for a visit. This course is a must for anyone directly or indirectly involvedwith an Internet or BDC Department.Who Should Attend: GMs, GSMs, Internet and BDC Staff Members, Sales ManagersInternet/BDC ManagementThis one-day course is solely for the Internet/BDC Manager that is looking to lead their team to the next level.Ideas for hiring, training and motivation will be the focal point of this course. Additional topics will include, thedifference between Internet Sales and a BDC process, verbiage to effectively get the Customer to the Dealership,ideas for internet marketing and how to make social media work effectively.Who Should Attend: Dealers, GMs, Sales Managers, Internet/BDC Manager 9

David Lewis & AssociatesIndustry Leading Online Training SALES COMMON MISTAKES SALESPEOPLE MAKEThe DLA Online Training Program is designed F&Ito let you train at your own pace. It can be SECONDARY FINANCEused as a complete training environment SALES BDCor as a reinforcement tool subsequent SALES MANAGEMENTto attending a class at one of our training LEADERSHIPcenters or following an In-Dealership TRAIN THE TRAINERworkshop session. DLA Online provides you WINNERS VS. LOSERSand your staff access to over 1,000 training SERVICE BDCvideos of great material and is available 24/7 SERVICE ADVISORon any device. SERVICE MANAGEMENT STRESS MANAGEMENT PHONE OPERATOR/RECEPTIONIST/ADMIN SALES MEETING

“We have hired numerous training companies over the years and the training at the DLA Training center has produced the best results. Our team members are enthusiastic about going to the DLA workshops because the ideas they are learning are relevant to today’s industry and the results we are getting have proven that point. This training is now mandatory for the entire team.” Chris Saraceno, VIce President and Partner of The Kelly Automotive Group Dealer / GMHow to Increase Your Dealership Profits by $50,000+ per MonthThis one-day class, taught exclusively by David Lewis, will expose the participants to some very progressiveideas for increasing Dealership profits $50,000 plus per month. This philosophy is based on a little, plus alittle, plus a little equals A LOT! Ideas will be presented for increasing profits in all areas of the Dealership:Sales, F&I, Internet BDC, Fixed Ops and expense control. Each idea presented will represent a tangibleincrease that can be put into use immediately. This course is only for Dealers and General Managers.Who Should Attend: Dealers & GM’s Fixed Operations Training TopicsEntry Level Service Advisor - 4 Day CourseA four-day course for the individual either just starting their career as a Service Advisor or an experienced ServiceAdvisor who truly needs to get back to the basics of selling service. This course focuses on understandingthe Service Customer, structured sales steps in the Service Lane, phone strategies, upsell techniques, objectionresponses and how to deal with rejection and stress.Who Should Attend: Entry Level Service Advisors, Experienced Service AdvisorsAdvanced Service Advisor Program: 2 1/2 DaysThis two and one-half day course is a complete program for the experienced Service Advisor who wants to taketheir productivity to the next level. This course places tremendous emphasis on truly understanding the ServiceCustomer; both their perceptions of what they expect and how that perception affects the outcome of the visit.New and proven ideas will be presented for increasing service sales, how to do effective Service walk aroundpresentations, ways to handle the Customer on the phone and methods for speeding up the Customer’s entireservice visit. Additional topics will include: How to deal with Customer complaints, becoming a better listenerand dealing with the stress of the job. This course is a must for all Service Advisors.Who Should Attend: Service Directors, Service Managers, Service AdvisorsAdvanced Service Advisor TechniquesThis one-day course is an advanced A-Z program on understanding the Service Customer, upselling servicerepairs & maintenance and how to create a lasting relationship with every Service Customer. Phone strategies,sales processes and objection responses will be covered. This course will include extensive role playing and indepth discussion groups.Who Should Attend: Dealers, GM’s, Service Managers and Service Advisors 11

Fixed Operations Training Topics cont. Understanding the Service Customer This four-hour course provides the attendees with a snap shot of the Customers point of view when visiting the Dealership Service Department. Focus will be placed on why the Customer is so defensive, how to lower their defensive posture, verbiage to increase appointments and service revenue, understanding the power of pictures and video, how to expedite the pick up process and the difference in mood between a waiter and a drop off customer. This course is a must if you want to create a Customer experience they will remember. Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service Managers, Service Advisors Effective Service Walk-Arounds This four-hour course teaches the benefits, process and steps to doing effective Service Walks in the Service Lane. The student will study a Pro/Con balance of consequences of when to do the Service Walk, the value it brings to both the Dealership and the Customer and when is the correct time to present an upsell. During the course, emphasis will be placed on understanding the Customer’s defensive posture and how to lower it so that maximum effectiveness can occur. Who Should Attend: Service Directors, Service Managers, Service Advisors Service Advisor Phone Techniques This four-hour course focuses on how to handle both the inbound Customer call and the outbound upsell service call. Concepts will be shared on how to avoid quoting prices over the phone, increasing the rate of appointments and effective strategies for how to sell the Customer over the phone once their vehicle is already in the Service Center. The customization of word tracks to fit the Advisors personality is a large part of this course. Who Should Attend: Service Directors, Service Managers, Service Advisors Advanced Service Manager Program: 3 Days This four-day course is dedicated to providing experienced Service Managers with ideas, tools and techniques to grow and enhance their Service Department. The course is a complete A to Z course for all Service Managers who want to take the department to the next level. Ideas on team development, increasing revenue through better sales processes, how to track results, effective scheduling, the benefits of a quick lube and quick maintenance department, Service Advisor and technician bonus and pay plans, benefits of a Service BDC Department, the power of video in the up sell process and how to manage service expenses. Who Should Attend: Dealers, General Managers, Fixed Operations Directors, Service Managers Advanced Service Management Concepts A one-day course dedicated to providing experienced Service Managers with ideas, tools and techniques to grow and enhance their Service Department. Ideas on team development, increasing revenue through better sales processes, how to track results, effective scheduling, the benefits of a quick lube and quick maintenance department, Service Advisor and technician bonus and pay plans, benefits of a Service BDC Department and how to manage service expenses. Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service Managers Service Staff Retention A four-hour course that addresses the ongoing issue of staff retention in the Service Department. Training and discussion groups on how to reduce the amount of missed work, minimized productivity and overall staff turnover. Ideas will be presented for bonus plans, group training and motivational concepts. Time will also be spent on ideas for recruiting and training new hires. Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service Managers12

Fixed Operations Training Topics cont.Advanced Service Revenue CreationThis four-hour Management course focuses solely on service revenue creation. Processes will be shared; suchas expense control, staff pay plans and paid labor. This course is designed for the attendee to learn ways tomaximize all Service Department Revenue through effective management operations.Who Should Attend: Dealers, GMs, Service Directors, Service ManagersEffective & Profitable Express Service ProcessesThis four-hour course provides both the Dealership considering an Express Service and those already operatingan Express Service with the newest ideas for success. Focus is placed on marketing, staffing, sales, operationalprocesses and ways for staying competitive in your market. Students will be exposed to practices that makeothers successful and points of failure; so they can recognize them if they occur in their Dealership.Who Should Attend: Dealers, GMs, Service Directors, Service ManagersManagement Service Advisor TrainingThis four-hour course is designed to train the Service Manager on the proper service lane sales techniques.Effective Leadership starts with being able to train and motivate a person or group of people for success. Thiscourse teaches the Service Manager on the most progressive Service Lane sales concepts so they can then traintheir Service Advisors.Who Should Attend: Dealers, GMs, Service Directors, Service ManagersIntroduction to Service ManagementThis extensive two-day course is for those individuals ready to enter the position of a Service Manager or thoseService Managers who have never had any formal management training. Emphasis in the course begins withunderstanding the role of a Leader and Coach. Practical training will include hiring, training, understanding theService Customer, sales processes, upsell techniques, dispatching, understanding the Parts Department and thebasics of service marketing.Who Should Attend: Entry Level Service ManagersIntroduction to a Service BDCThis four-hour course is for those Dealerships that would like to learn more about the concept of a Service BDCDepartment. Topics will include: the benefits of a Service BDC, department leadership, staffing requirements,training, tools needed and expected results.Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service ManagersAdvanced Service BDC ConceptsA four-hour course for both Service BDC Management and staff members. Appointment topics in this courseare inbound call processing, information gathering, word track concepts, appointment setting techniques andappointment confirmation steps. Additional training will include post visit follow-up calls, maintenance reminderprocesses and Customer retention ideas.Who Should Attend: , GMs, Fixed Ops Directors, Service Managers, Service Advisors, BDC Reps 13

General Courses Receptionist / Phone Operator/Admin This four-hour class will develop the skill level of your Receptionist or Phone Operator thereby creating a more pleasant environment. Focus in this course is placed on understanding the Customer, creating an environment of comfort and the development of time management. In 90% of the cases your Receptionist or Phone Operator is the first contact your Customers will have with your Dealership, let’s make it one of the best contacts. Who Should Attend: Receptionists, Phone Operators Business Etiquette This four-hour course focuses on understanding the importance of a first impression, adult behavioral techniques and proper business etiquette when dealing with Customers, fellow employees and vendors. Additional topics will include how to eat healthier in the workplace, the importance of daily exercise, the value over proper rest and how to minimize stress both at home and at work. Who Should Attend: Dealer, GMs, GSMs, Sales Managers, F&I Directors, Service Directors/Managers How to Deal with Stress This four-hour course deals with an ongoing issue in Dealerships every day and that is stress. Stress is one of the leading factors of fatigue, illness and employee turnover. It creates an environment that dictates negativity and instability. The students who attend this course will be exposed to what creates stress, the signs of stress, and the added illnesses that are exasperated by stress and most importantly, how to deal with stress and eventually minimize and eliminate it all together. Who Should Attend: All Dealership Personnel Winners versus Losers This four-hour course is based on David’s bestselling book, “Winners versus Losers.” During this session the student will learn the difference between what makes most people successful, while others tend to fail. They will understand the key elements that motivate people to greatness and how to avoid the common pitfalls associated with negativity and failure. Being a Winner is an option and so is Failure, but success comes with patience, understanding and a desire to be great, which are all learned characteristics and qualities. This course is not industry specific and deals with both situations within ones professional and personal lives. Who Should Attend: All Dealership Personnel The Psychology of Sales This four-hour course provides the core foundation for a successful sales career. No one wants to fail in sales and most hate the idea of rejection. This course on the psychology of sales trains the student on how to overcome the fear of sales and instill in them thoughts to better understand the Customer, themselves and how to better present their products in a manner that will produce higher results. Selling for most is a learned skill and talent. Being born with the gift of gab is not a sure ingredient for success. Who Should Attend: All Dealership Personnel who Sell to the Customer How To Avoid Negativity This four-hour course is the foundation of being successful. Everyone knows that successful people avoid negativity. They do not act negative, let negative thoughts into their mind and live with thoughts that are positive and motivating. This course focuses on how to remove negativity from your thoughts, verbiage and actions. The student will leave this class with a positive mindset and return to the Dealership rejuvenated and prepared for success. Negativity looms in all of us, some are more visual and vocal in the negativity, but everyone can benefit from this course. Who Should Attend: All Dealership Personnel14

Secondary FinanceIntroduction to Secondary FinanceThis one-day course provides the basic understanding, tools, processes and word tracks for both understandingSecondary Financing and how to effectively sell in the Secondary Finance Department. This course has beendesigned for both the novice just entering the world of Secondary Finance and the experienced SecondaryFinance Manager who just needs to get the department jump started. It is a known fact that approximately 60%of Americans have credit issues, being an active player in this arena can add sales and profits that otherwisewould have been lost.Who Should Attend: Inexperienced Secondary Finance ManagersAdvanced Secondary FinanceThis one-day course is for the Secondary Finance Manager who truly wants to take their department, sales andprofits to the next level. Topics in this course include inventory management, where to find inventory and howto display the inventory. Heavy emphasis is placed on advanced closing techniques, lender relations andmarketing. Operating a Secondary Finance Department is extremely rewarding if done the correct way. If not,minimal results will be realized and eventually, the department will die a slow death.Who Should Attend: Dealers, GMs, Sales Manager and Secondary Finance Managers 15

DLA Round Tables Sales Management Round Table Our Sales Management Round Table is a group of Sales Managers who meet every other month for an event of brain storming, conception creation and idea development. The same group of individuals meet each time to effectively develop long term relationships and peer to peer mentoring. Who Should Attend: Attendance is limited to active Sales Managers only Salesperson Round Table Our Salesperson Round Table is a group of Salespeople who meet every other month for an event of brain storming, conception creation and idea development. The same group of individuals meet each time to effectively develop long term relationships and peer to peer mentoring. Who Should Attend: Attendance is limited to active Salespeople who sell a minimum of 180 cars per year only F&I Manager Round Table Our F&I Manager Round Table is a group of F&I Managers who meet every other month for an event of brain storming, conception creation and idea development. The same group of individuals meet each time to effectively develop long term relationships and peer to peer mentoring. Who Should Attend: Attendance is limited to active F&I Personnel only Internet/BDC Management Round Table Our Internet/BDC Management Round Table is a group of Internet/BDC Managers who meet every other month for an event of brain storming, conception creation and idea development. The same group of individuals meet each time to effectively develop long term relationships and peer to peer mentoring. Who Should Attend: Attendance is limited to active Internet/BDC Managers only Sales Management Round Table Our Sales Management Round Table is a group of Sales Managers who meet every other month for an event of brain storming, conception creation and idea development. The same group of individuals meet each time to effectively develop long term relationships and peer to peer mentoring. Who Should Attend: Attendance is limited to active Sales Managers only Salesperson Round Table Our Salesperson Round Table is a group of Salespeople who meet every other month for an event of brain storming, conception creation and idea development. The same group of individuals meet each time to effectively develop long term relationships and peer to peer mentoring. Who Should Attend: Attendance is limited to active Salespeople who sell a minimum of 180 cars per year only16

DLA Round Tables continuedF&I Manager Round TableOur F&I Manager Round Table is a group of F&I Managers who meet every other month for an event of brainstorming, conception creation and idea development. The same group of individuals meet each time to effectivelydevelop long term relationships and peer to peer mentoring.Who Should Attend: Attendance is limited to active F&I Personnel onlyInternet/BDC Management Round TableOur Internet/BDC Management Round Table is a group of Internet/BDC Managers who meet every other month foran event of brain storming, conception creation and idea development. The same group of individuals meet eachtime to effectively develop long term relationships and peer to peer mentoring.Who Should Attend: Attendance is limited to active Internet/BDC Managers onlyService Advisor Round TableOur Service Advisor Round Table is a group of Service Advisors who meet every other month for an event of brainstorming, conception creation and idea development. The same group of individuals meet each time to effectivelydevelop long term relationships and peer to peer mentoring.Who Should Attend: Attendance is limited to active Service Advisors and Service Managers onlyService Manager Round TableOur Sales Management Round Table is a group of Sales Managers who meet every other month for an event ofbrain storming, conception creation and idea development. The same group of individuals meet each time toeffectively develop long term relationships and peer to peer mentoring.Who Should Attend: Attendance is limited to active Service Advisors and Service Managers only Seating is limited to 30 people per class Select Courses are available for In-House Sessions! Contact Mary Mannella for more information. Call 800.374.3314 ext. 215 or email: [email protected] For a more detailed workshop description or to register for a class visit our website at: www.davidlewis.com 17

BOOKS BY DAVID LEWIS Industry Leading Author and Speaker David Lewis is the President of David Lewis & Associates (DLA), which is located in Melbourne, Florida. Since 1986, David has been training Dealers, General Managers, Service Managers, Sales Managers, F&I Managers, Salespeople and Service Advisors on the “Art of Inspirational Selling.” His unique ideas have helped thousands of dealerships nationwide achieve their sales and management goals. In 2007, David shared his ideas in a book titled, “The Secrets of Inspirational Selling,” which gained immediate popularity. He has also written “The Leadership Factor,” “Understanding Your Customer,” “Common Mistakes Automotive Salespeople Make” and “Winners vs. Losers.” SECRETS OF INSPIRATIONAL SELLING Learn how the art of Inspirational Selling can make your automotive career thrive. David Lewis opens the door and shares with you surprising ways to increase your sales and grosses. His concept creates a non pressure selling environment that enhances the sales process for both the Customer and the Dealership. Closing the sale is so much easier once the Customer is INSPIRED to buy from YOU! UNDERSTANDING YOUR CUSTOMER In this book, you will learn what every Automotive Salesperson needs to know about their Customers. Learn how to judge the Customer’s behavior, why Customers are so defensive, the difference between an obstacle and an objection, the five variable conditions Customers represent, a unique sales process that creates more sales and how to gain customers for life. Plus, much more! COMMON MISTAKES AUTOMOTIVE SALESPEOPLE MAKE Within these chapters, you will learn the most common mistakes Automotive Salespeople and Sales Managers make on a daily basis. Whether you are new to automobile sales or a veteran of many years, this book will be useful to you in the task of building a successful and admirable career in the business of selling cars. Mistakes are a part of life, Learn from them and your career will soar. THE LEADERSHIP FACTOR Anyone can be a Manager or Boss, but true WINNERS want to be great LEADERS. This book explores the philosophies and actions of what it takes to be a great Leader of people. Learn the characteristics and qualities successful Leaders utilize and how strong leadership will grow your Dealership. All of the concepts within this leadership book are based on working in the Retail Automotive Dealership. WINNERS VS LOSERS This book has been written as a personal roadmap to help you re-discover your dreams or create a reality of an even better one than you had before. Reaching your destination will be determined by your personal will, strengths and commitment. You may not even know what your dream in life is or you may have left it somewhere along the path viewing it as a foolish idea that would never come to pass, but if you have dreams, then why not have the desire and goal to achieve them.18

ESTIMONIAL“We believe in the Philadelphia Training Center’s curriculum. It works! All new employees must attend the Entry Level Sales course. The 5 days of uninterrupted curriculum helps the employee understand what our business is all about and includes learning the steps to the sale, overcoming objections, prospecting and phone skills. Our partnership with DLA gives them the start they need to be productive sales associates. Additionally, our management team makes sure that each associate reads David’s book “Secrets of Inspirational Selling” and we read excerpts of the book during sales meetings.” Bruce Carlino, Sales Manager, Chapman Ford Mazda Lincoln Mercury “The Internet/BDC Class was awesome! It was a great experience and I learned a lot of new things that we will definitely use at the Dealership. I would definitely attend another class and recommend these classes to others.” Mehraan Moosa, Internet/BDC Manager, Brenner Nissan Dodge “I have been in the car business for 16 years and have attended many F&I training classes. This F&I course was the most informative I have ever attended. I learned more in 2 days than I have in all the others I have attended combined. This course will now be mandatory for all of our F&I Managers.” Sandy Adams, Finance Director, Mike Piazza Honda “I have enjoyed myself this week! I feel as though it was highly inspirational and different than anything I even imagined. I think I will be able to take a lot of this material back to the dealership and be successful implementing it in my daily life. I am excited to show my new knowledge with fellow coworkers and hopefully start a new culture of sales people at I.G. Burton! Thank you all for putting up with the I.G. Burton crew this week...We can be a handful!” Mary Helen Waltjen, Sales at I.G. Burton Mercedes – Benz “The Advanced Sales Class was the best sales training class I have been to. I am convinced that the things I learned will help me raise my personal income another $20,000. I thought I was good at selling cars, but now I know I will be great.” Lauren Potchak, Conicelli Honda “Why would you not take the time? Whether you’ve been doing this one week, one year or ten years – customer expectations is an evolution. Having a partner like David Lewis to support your business is monumental!” Carolyn Shoop, BDC Director at Bergey’s Chevrolet 19

Comprehensive Training. Proven Results.For information regarding course availability, please call Mary Mannella at 800-374-3314 ext. 215 or visit us at: www.davidlewis.com