101816 DLA COURSE CATALOG

CCAOTUARLSOEGDLA Automotive Training Centers PHILADELPHIA NY/NJ METRO PITTSBURGH

About the DLA Training CentersDavid Lewis & Associates, Inc. is proud of our and Management Staff through courses such asexclusive Automotive Sales, Service and Management Objections, Phone-Ups and Prospecting & Follow-Up.Training Centers, located in the Philadelphia, Our industry recognized F&I courses include EntryPittsburgh and NY/NJ Metro areas. Having trained Level F&I, Advanced F&I and Service Contracts.Dealerships across the country for almost 30 years, Our courses on Internet Sales and DLA’s BDCour state-of-the-art Automotive Training Centers processes are second to none!welcomed its first students in January 2013. The A full list of Fixed Ops Service courses are designedTraining Centers are designed to offer a full range of for maximum effectiveness and include: Advancedclasses to meet the Training needs of Dealerships. and Entry Level Service Advisors, Advanced ServiceWe offer superior training away from the Dealership Management, Understanding the Service Customer,and in an environment advantageous to learning. Service Staff Retention, Parts, Body Shop, IntroductionWith a controlled class size, we are able to offer to Service BDC and Advanced Service BDC Concepts.hands on, individualized and customized Training We encourage management to participate in courseswith a strong Student to Trainer ratio to truly expand designed specifically for them consisting of Leadership,their selling skills. Coaching, Hiring & Motivation, AdvancedAll Training is done by DLA Certified Trainers who Management Negotiations, Used Car Managementare employed by David Lewis & Associates and have and Leasing for Managers. Result driven coursesan extensive background in the Retail Automotive are offered for your Business Development CenterBusiness. All of our DLA Center Trainers live locally including Lead Generation and Phone-Ups.in their center areas. Additionally, we offer monthly round table serviceThe DLA Training Centers offer a Five-Day Entry discussion groups for each department to effectivelyLevel Sales Class that is designed for the individual develop long term relationships and peer tojust entering the Automotive Industry. This course peer mentoring.provides the newly hired Salesperson a full week of The DLA Automotive Training Centers offer alllearning, preparing and practical experience. Our Dealerships the ability to engage in a superiorAdvanced Sales courses enable the student to master Training Program with a strong curriculum andthe Presentation and Demonstration process from top-notch training. An investment in your Staffthe Meet and Greet all the way through the Service is an investment in the Dealership’s future.Walk. Our Dealership partners benefit fromcontinual and ongoing Training for their Sales2

DLA Training CoursesSales Fixed Ops Entry Level Service Advisor Prog. (4 Days)Entry Level Sales (5 Days) Advanced Service Advisor Prog. (2 1/2 Days)Advanced Sales Program (4 Days) Advanced Service Advisor TechniquesAdvanced Sales Level 1 Understanding the Service CustomerAdvanced Sales Level 2 Effective Service Walk-AroundsObjections Level 1 Service Advisor Phone TechniquesObjections Level 2 Advanced Service Manager Prog. (3 Days)Negotiations for Salespeople Advanced Service Management ConceptsPhone-Ups Level 1 Service Staff RetentionPhone-Ups Level 2 Advanced Service Revenue CreationLeasing for Salespeople Effective & Profitable Express Serv. ProcessesProspecting & Follow-Up Management Service Advisor TrainingUnderstanding Your Customer Introduction to Service ManagementCommon Mistakes Salespeople Make Introduction to Service BDCSocial Media Marketing for Salespeople Advanced Service BDC ConceptsSelling In-Service General CoursesManagement Receptionist/Phone Operator/Administrator Business EtiquetteAdvanced Sales Management How To Deal with StressAdvanced Sales Management Prog. (4 Days) Winners vs. LosersAdvanced Management Negotiations Psychology of SalesAdvanced Used Car Management How To Avoid NegativityLeasing for Managers Leadership / Coaching Secondary FinanceHiring / Motivation Introduction to Secondary FinanceIncreasing Profits 50K Plus Per Month Advanced Secondary FinanceTrain the Trainer Round TablesDealer / GM Sales Management SalespeopleHow to Increase Dealership Profits $50,000 F&Iper Month Internet / BDC Service AdvisorsInternet / BDC Service ManagersInternet/BDC Lead Generation (2 Days)Internet/BDC ManagementF&IEntry Level F&I (3 Days)Advanced F&I Concepts (2 Days)F&I Service Contracts 3

Sales Training TopicsEntry Level Sales - 5 Day Course (Member $100 / Non-Member $895)A five-day course designed for the individual just entering an Auto Sales Career. Students will learn the basic principles ofhow a Dealership operates and leave knowing a comprehensive outline on the steps to the sale. Students will learn how tohandle the Customer’s objections and how to effectively respond to them. Extensive role playing and scenario based situationswill be covered, as well as a thorough segment on properly handling Phone-Ups. Each participant will return to the Dealershipready to take their first “UP.”Who Should Attend: New SalespeopleAdvanced Sales Program - 4 Day Course (Member $100 / Non-Member $895)This four-day course is a complete program for the experienced Salesperson that wants to aggressively speed up their trainingand 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 ManagersAdvanced Sales - Level 1 (Members Only)A one-day Level 1 course based on David’s book, “The Secrets of Inspirational Selling.” In this level 1 course, students will leavehaving a strong level of recognition into a valuable Presentation & Demonstration process from the Meet & Greet throughthe Service Walk. Students will learn how to create a non-defensive posture in each Customer and how to eliminate being liedto by a Customer. The student will learn the importance of spending more time selling their product, the Dealership and theirpersonality, rather than selling the deal. They will learn how to present their product in a manner that will make closing thedeal so much easier.Who Should Attend: Dealers, GMs, Sales Managers, SalespeopleAdvanced Sales - Level 2 (Members Only)In this one-day level 2 course, the student will take their skill level to the reproduction stage of the learning process. In depthdiscussion, advanced word track development and extensive role playing will take place. The goal of this course is for thestudent to return to the Dealership with a thoroughly customized presentation that will fit into their individual personality andstyle of salesmanship. A prerequisite to attending this course is the student must have already attended either the AdvancedSales Level 1 course or the 5-day Entry Level Sales course.Who Should Attend: SalespeopleObjections - Level 1 (Members Only)This one-day level 1 course exposes the student to a 4-step process for overcoming objections. This process is designed toinspire the Customer to have second thoughts as to why they should make their purchase now versus the old school mentalityof begging, whining and pleading with the Customer. There will be some basic development of individual word tracks androle playing.Who Should Attend: Sales Managers, SalespeopleObjections - Level 2 (Members Only)This one-day level 2 course has been developed to take the student to the next step in the learning process, which is thereproduction stage. Time will be spent both developing and critiquing personalized objection word tracks that fit into theindividual Salespersons style of salesmanship. Group discussions and extensive role playing and critiquing will be done. Aprerequisite to attending this course is the student must have already attended either the Objections Level 1 course or the5-day Entry Level Sales course.Who Should Attend: Salespeople4

Sales Training Topics continuedNegotiations for Salespeople (Members Only)This four-hour course initially exposes the student to the 3 areas that generate poor sales and profits in the sales process whichin turn creates poor negotiations. Attendees will learn how to negotiate from strength utilizing verbiage and objectionresponses that lower the Customers defensive posture and allow for a less combative process. Understanding a Customer’sbody language, verbal posture and responses during the negotiations are also covered.Who Should Attend: Dealers, GM’s, GSM’s, Sales Managers, SalespeoplePhone-Ups - Level 1 (Members Only)A one-day Level 1 course that will teach each participant a structured process for handling each type of Phone-Up. Basicstructured steps are taught. Each student will begin the development of their own individual word tracks based on theirpersonality within those structured steps. Role play and scenario-based situations will be utilized to enhance the learningprocess. A must class for anyone who takes a Phone-Up.Who Should Attend: Sales Managers, SalespeoplePhone-Ups - Level 2 (Members Only)This one-day level 2 course has been developed for those Salespeople who truly want to master the art of handling inboundphone leads. Advanced word track development and group discussions will be a focal point of this course. Plus, livecritiquing of 10 phone-up calls that will be placed throughout the day to determine if their developed word tracks will makethem sound different and unique when they receive calls, which will greatly enhance their ability to secure an appointment.A prerequisite to attending this course is the student must have already attended either the Phone-Ups Level 1 course or the5-day Entry Level Sales course.Who Should Attend: SalespeopleLeasing for Salespeople (Members Only)This four-hour course is specifically designed for Salespeople on Leasing. Topics will be the value of Leasing to the Customer,the benefits to them and the Dealership, the basic fundamentals of a how a Lease works, the basic concept of how Leases arestructured and how to present the Lease with maximum effectiveness.Who Should Attend: Sales Managers, SalespeopleProspecting & Follow-Up (Members Only)A four-hour course designed for Salespeople and E-Commerce/Internet/BDC staff members. The ideas included in thiscourse have been developed and utilized by some of the most successful Salespeople in the country. The student will gaincomprehensive knowledge on some of the best prospecting ideas that will create instant traffic and opportunities. Alsoincluded will be the most effective ideas for staying in touch with sold Customers that will create a long term relationship.Who Should Attend: GMs, GSMs, Sales Managers, Internet Personnel, SalespeopleUnderstanding Your Customer (Members Only)This four-hour course focuses on the first 10 minutes of a Customer’s arrival at the Dealership. We are all familiar with thephrase “I’d rather get a root canal, than buy a new car.” In this course, the student will learn how to listen to the Customerand how best to approach them in the buying process. This course will reveal how to lower a Customer’s defensiveposture and create a level of comfort that establishes an environment in which the Customer will enjoy spending time withthe Salesperson.Who Should Attend: Sales Managers, Salespeople 5

Sales Training Topics continuedCommon Mistakes Salespeople Make (Members Only)A four-hour course that focuses on the top 30 mistakes that Automotive Salespeople make each and every day. Topics rangefrom hygiene and attitude to understanding the Customer. Heavy emphasis is placed on the common mistakes made duringthe sales, objection and phone-up process, plus prospecting and social media. The student will be exposed to some greatsolutions to improve each area.Who Should Attend: Dealers, GMs, GSMs, Sales Managers, SalespeopleSocial Media Marketing for Salespeople (Members Only)This one-day course provides the basic understanding of Social Media. The student will be exposed to the benefitsof Social Media and how their individual or Dealership strategies can create brand recognition and increased salesopportunities. All aspects of Social Media platforms are covered. This course has been designed to provide theindividual who wants to understand and start using Social Media as a marketing platform and for the experiencedperson currently using Social Media.Who Should Attend: Dealers, GMs, Service Directors, Sales Manager and SalespeopleSelling In-Service (Members Only)This four-hour course trains the student on the benefits, processes and sales skills for selling cars in service. TheService Customer offers a great opportunity to expand both sales and profits and creating a sales opportunity is easyonce the Salesperson understands how to approach, interact and engage the Customer in dialogue that can create theseopportunities. Every day Customers visit the Service Department for both general maintenance and repairs. Thiscourse will teach you how to use the data created from this role to easily manage and measure results that will add to acontinuous opportunity to sell more cars.Who Should Attend: Dealers, GMs, Sales Managers and SalespeopleManagement Training TopicsAdvanced Sales Management (Members Only)This one-day course is designed to provide an increase in productivity, gross profit and develop an authentic workingculture that will impact your sales and bottom line. Topics will include the theory behind Inspirational Selling, AdvancedNegotiations, Objections, Phone-Ups, Leasing, Prospecting & Follow-Up, BDC, Leadership, Coaching and Hiring concepts.Who Should Attend: Dealers, GMs, GSMs, Sales ManagersAdvanced Sales Management Program: 4 Days (Member $100 / Non-Member $1295)This four-day Advanced Sales Management course is a complete program for all Sales Managers. Focus is placed on becominga Leader and not a Boss. This begins by exposing them to the newest and best practices for leading a sales force to success.Topics include Inspirational Sales Processes, Advanced Negotiating Techniques, how to be an effective Coach, Hiring andInterviewing ideas, plus our DLA Train the Trainer concepts that will develop their skills on how to train their staff. Thiscourse turns Managers into true Leaders.Who Should Attend: Dealers, GMs, GSMs, Sales Managers6

Management Training Topics continuedAdvanced Management Negotiations (Members Only)In this four-hour class, students will learn highly-developed concepts to improve and strengthen their negotiation skills andhow to proficiently implement these skills to create larger grosses. This course does not alter a Manager’s basic negotiatingprocess, but demonstrates to the student how to enhance those techniques through a better understanding of what theCustomer expects during the negotiating stage of the deal. All techniques have a proven track record of success and fit wellwith all current negotiating concepts.Who Should Attend: GSMs, Sales ManagersHiring / Motivation (Members Only)This four-hour course starts with Hiring. Students will learn where to find talented people, how to then recruit them and theinterview process that will make them want to work for your organization. Once hired, how you motivate them can make orbreak their long term commitment. Students will learn the 10 key elements of successful coaching, from what to say to howto say it. An unmotivated group of individuals typically become just a group of “Walking Generalities,” thus making thiscourse an important one to attend.Who Should Attend: All ManagersAdvanced Used Car Management (Members Only)This four-hour course focuses solely on the ideas and concepts for marketing, buying, selling and increasing revenue in theused car department. The student will learn highly developed concepts to sell used cars. Marketing campaigns will be sharedand fresh ideas on where to buy cars will be presented. The student will learn lot layout and vehicle placement resulting inmaximum effectiveness.Who Should Attend: GSMs, Sales Managers, Used Car ManagersLeasing for Managers (Members Only)This four-hour course is for Managers. Two areas will be covered. The student will learn how to promote leasing in thenegotiating step and how to use a lease as a form of attracting buyers that are not currently in the market for a new car. Thisadvanced course will deal with real-life leasing scenarios and provide tools on how to train your staff to embrace leasing as aneffective alternative means of purchasing a car.Who Should Attend: GMs, GSMs, Sales ManagersLeadership / Coaching (Members Only)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 completionof this course, each participant will return to the Dealership with a stronger position as to their role andresponsibility. An organization starts with great Leadership, and succeeds with great Coaching, making thiscourse a mandatory requirement.Who Should Attend: All ManagersIncreasing Profits 50K Plus Per Month (Member $30 / Non-Member $995)A one-day class taught exclusively by David Lewis that focuses on the creation of additional profits inyour Sales, F&I, BDC and Fixed Ops Departments. This course will expose the participants to areas of theDealership that have become stagnant and ways to bring them back to life. David will present the newestideas for operating a successful Dealership. Concrete ideas will are taught that can be taken back to theDealership for immediate implementation and results. This course is for Dealers and General Managers only.Who Should Attend: Dealers and General Managers 7

Management Training Topics continuedTrain the Trainer (Members Only)This four-hour course teaches the student the art of training. From understanding the impact training has on othersto training material development. Each attendee will learn how to develop effective sales meetings, training eventsand one-on-one coaching sessions. Strong emphasis will be placed on creating an in-dealership training andcoaching program and how to effectively support and monitor it.Who Should Attend: ALL Dealership PersonnelDealer / 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 progressive ideas forincreasing Dealership profits $50,000 plus per month. This philosophy is based on a little, plus a little, plus a littleequals 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 tangible increase that can be put into useimmediately. This course is only for Dealers and General Managers.Who Should Attend: Dealers & GM’sInternet / BDC Training TopicsInternet/BDC Lead Generation-2 Day Course (Member $60 / Non-Member $695)A two-day course on effective Lead Generation ideas and concepts. Email, Chat and Phone scripts will be reviewed andexamined. Plus, structured concepts for ongoing sold and unsold Customer follow-up. Time will be spent developingpersonalized word tracks for both inbound and outbound calls, emails and online chats. Role playing and critiquing of livephone calls and emails will be a focal point of the program. This course will demonstrate the importance of understandinghow to create valuable contacts and ensure that your Dealership will be the one to attract the Customer for a visit. This courseis a must for anyone directly or indirectly involved with an Internet or BDC Department.Who Should Attend: GMs, GSMs, Internet and BDC Staff Members, Sales ManagersInternet/BDC Management (Members Only)This one-day course is solely for the Internet/BDC Manager that is looking to lead their team to the next level. Ideas forhiring, training and motivation will be the focal point of this course. Additional topics will include, the difference betweenInternet Sales and a BDC process, verbiage to effectively get the Customer to the Dealership, ideas for internet marketingand how to make social media work effectively.Who Should Attend: Dealers, GMs, Sales Managers, Internet/BDC ManagerF&I Training TopicsEntry Level F&I - 3 Day Course (Members $60 / Non – Members $795)This three-day course is for those students just entering the field of F&I. Focus will be placed on all areas of understandingthe 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 fully prepared to take an F&I Customerupon returning to the Dealership.Who Should Attend: Inexperienced F&I Managers, F&I Back-Up Staff8

F&I Training Topics continuedAdvanced F&I Concepts-2 Day Course (Member $60 / Non-Member $695)This two-day course has been designed for the F&I Manager that is ready to take their productivity to the next level. Emphasiswill be placed on advanced F&I sales concepts, structured presentation steps and the art of responding to customer objections.Topics will include the importance of F&I, understanding the Customer, the Banking process, and the value of developingcontrol over the delivery process. From the sales perspective of F&I, the student will learn some very advanced techniques onhow to effectively do both cash and credit union conversions, present effective product presentations, methods for advancedMenu closing concepts, and some new and exciting ways to overcome objections. Extensive role play and group discussion area big part of this course.Who Should Attend: : F&I Directors, Experienced and New F&I Managers, and Back-Up F&I ManagersF&I Service Contracts (Members Only)A one-day course for experienced F&I Managers who want to increase their service contract penetration. This course willteach advanced Menu concepts, objection handling and revenue generating ideas. The concepts presented have a track recordof increasing even the best F&I Manager an additional $200 per unit. This course will give the F&I Manager the keys essentialto deliver products and renew the Customer’s experience.Who Should Attend: F&I ManagersFixed Operations Training TopicsEntry Level Service Advisor - 4 Day Course (Member $100 / Non-Member $895)A four-day course for the individual either just starting their career as a Service Advisor or an experienced Service Advisorwho truly needs to get back to the basics of selling service. This course focuses on understanding the Service Customer,structured sales steps in the Service Lane, phone strategies, upsell techniques, objection responses and how to deal withrejection and stress.Who Should Attend: Entry Level Service Advisors, Experienced Service AdvisorsAdvanced Service Advisor Program: 2 1/2 Days (Member $60 / Non-Member $795)This two and one-half day course is a complete program for the experienced Service Advisor who wants to take theirproductivity to the next level. This course places tremendous emphasis on truly understanding the Service Customer; boththeir perceptions of what they expect and how that perception affects the outcome of the visit. New and proven ideas will bepresented for increasing service sales, how to do effective Service walk around presentations, ways to handle the Customeron the phone and methods for speeding up the Customer’s entire service visit. Additional topics will include: How to dealwith Customer complaints, becoming a better listener and dealing with the stress of the job. This course is a must for allService Advisors.Who Should Attend: Service Directors, Service Managers, Service AdvisorsAdvanced Service Advisor Techniques (Members Only)This one-day course is an advanced A-Z program on understanding the Service Customer, upselling service repairs &maintenance and how to create a lasting relationship with every Service Customer. Phone strategies, sales processes andobjection responses will be covered. This course will include extensive role playing and in depth discussion groups.Who Should Attend: Dealers, GM’s, Service Managers and Service Advisors 9

Success has two ingredients: People and Training.Let DLA Recruiting provide you with both! DLA Salespeople, Internet/BDC, Service Advisors and Administrative staff RECRUITING • Ads placed in your local area in CareerBuilder, Monster.com, Indeed, Craigslist and your local workforce agencies. • Recruiters begin reverse resume researching and marketing, as well as, resume prospecting throughout your area. • Applicants are screened based on your desired hiring criteria. • Phone interviews are conducted to confirm eligibility and skill level for the desired position. • Candidates who meet requirements, are scheduled with a face to face interview with the designated Dealership contact. • Once a hire is made, our Training Liasion will enroll the hiree into the appropriate course depending on the position they accepted. DLA RECRUITING WILL: • Find Candidates • Screen Prospects • Schedule Interviews For information, please call Mary Mannella at 800-374-3314 ext. 21510 or visit us at: www.davidlewis.com

DLA Training Testimonials “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 “David Lewis is an absolute genius. His non-confrontational selling system, from the front line salespeople all the way up to management and F&I, is the best in the industry. His management concepts improves our relationships with employees and customers, as well as the dynamic of the workplace. I’ve even found some of David’s ideas, lessons and observations applicable beyond the Dealership to life in general. Like so many, I had no formal training when I got in the business eighteen years ago. Now having been exposed to David’s teachings and methods, I can’t get enough of them.” Dave Novelli, Conicelli Honda Pre-Owned Finance Manager “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 “This class is wonderful! I learned so much information. I came here not knowing anything about the auto industry but now I have a better vision in this career.” Sophan Son, Sales at Piazza Honda of Philadelphia “This class was great and I really loved being here. The instructors were fun. I learned a lot and I feel my time was fulfilled. I hope I am able to take the teachings with me wherever I end up. I just want to takethe time to thank my manager for sending me and I would like to thank Brian and Dino for teaching.” Jesse Trader, Sales Representative at Winner Ford/Hyundai “Fantastic Course! I had an amazing time and would love to come back for another course. I learned a lot and would recommend coming here to everyone, it gives you a wider spectrum of the car business.” Trevor Masem, Sales at Bennett Toyota Scion “I like that DLA courses provide information, words, and ideas that can be immediately applied to my job. Brian is great and the content is great. It forced me to think and change my behavior.” Bill Tetreau, Sales Representative at Kelly Buick GMC “The trainer, Becky, was very informative and inspiring. She also showed enthusiasm when answering questions. I’d recommend DLA for all new salespeople.” Brieer Doggett, Sales Representative at Marty Sussman Honda “I’ve been to numerous sales training in the past, and this was by far the most engaging. I think I will take more from this training than any other. Dino was a fantastic instructor! “ Joshua Ryan, Sales at Chapman Ford 11

“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 Group12

“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 thatpoint. This training is now mandatory for the entire team.” Chris Saraceno, VIce President and Partner of The Kelly Automotive Group 13

Fixed Operations Training TopicsUnderstanding the Service Customer (Members Only)This four-hour course provides the attendees with a snap shot of the Customers point of view when visiting the DealershipService Department. Focus will be placed on why the Customer is so defensive, how to lower their defensive posture, verbiageto increase appointments and service revenue, understanding the power of pictures and video, how to expedite the pick upprocess and the difference in mood between a waiter and a drop off customer. This course is a must if you want to create aCustomer experience they will remember.Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service Managers, Service AdvisorsEffective Service Walk-Arounds (Members Only)This four-hour course teaches the benefits, process and steps to doing effective Service Walks in the Service Lane. The studentwill study a Pro/Con balance of consequences of when to do the Service Walk, the value it brings to both the Dealership andthe Customer and when is the correct time to present an upsell. During the course, emphasis will be placed on understanding theCustomer’s defensive posture and how to lower it so that maximum effectiveness can occur.Who Should Attend: Service Directors, Service Managers, Service AdvisorsService Advisor Phone Techniques (Members Only)This four-hour course focuses on how to handle both the inbound Customer call and the outbound upsell service call. Conceptswill be shared on how to avoid quoting prices over the phone, increasing the rate of appointments and effective strategies forhow to sell the Customer over the phone once their vehicle is already in the Service Center. The customization of word tracksto fit the Advisors personality is a large part of this course.Who Should Attend: Service Directors, Service Managers, Service AdvisorsAdvanced Service Manager Program: 3 Days (Member $100 / Non-Member $1295)This four-day course is dedicated to providing experienced Service Managers with ideas, tools and techniques to grow andenhance their Service Department. The course is a complete A to Z course for all Service Managers who want to take thedepartment 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 andpay 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 ManagersAdvanced Service Management Concepts (Members Only)A one-day course dedicated to providing experienced Service Managers with ideas, tools and techniques to grow and enhancetheir 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 andpay plans, benefits of a Service BDC Department and how to manage service expenses.Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service ManagersService Staff Retention (Members Only)A four-hour course that addresses the ongoing issue of staff retention in the Service Department. Training anddiscussion 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 ideasfor recruiting and training new hires.Who Should Attend: Dealers, GMs, Fixed Ops Directors, Service Managers14

Fixed Operations Training Topics continuedAdvanced Service Revenue Creation (Members Only)This four-hour Management course focuses solely on service revenue creation. Processes will be shared; such asexpense control, staff pay plans and paid labor. This course is designed for the attendee to learn ways to maximizeall Service Department Revenue through effective management operations.Who Should Attend: Dealers, GMs, Service Directors, Service ManagersEffective & Profitable Express Service Processes (Members Only)This 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 make otherssuccessful 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 Training (Members Only)This four-hour course is designed to train the Service Manager on the proper service lane sales techniques. EffectiveLeadership starts with being able to train and motivate a person or group of people for success. This courseteaches the Service Manager on the most progressive Service Lane sales concepts so they can then train theirService Advisors.Who Should Attend: Dealers, GMs, Service Directors, Service ManagersIntroduction to Service Management (Members Only)This 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 BDC (Members Only)This 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 Concepts (Members Only)A 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 15

General CoursesReceptionist / Phone Operator/AdministrationThis four-hour class will develop the skill level of your Receptionist or Phone Operator thereby creating a morepleasant environment. Focus in this course is placed on understanding the Customer, creating an environment ofcomfort and the development of time management. In 90% of the cases your Receptionist or Phone Operator isthe first contact your Customers will have with your Dealership, let’s make it one of the best contacts.Who Should Attend: Receptionists, Phone OperatorsBusiness Etiquette (Members Only)This four-hour course focuses on understanding the importance of a first impression, adult behavioral techniquesand proper business etiquette when dealing with Customers, fellow employees and vendors. Additional topics willinclude how to eat healthier in the workplace, the importance of daily exercise, the value over proper rest and howto minimize stress both at home and at work.Who Should Attend: Dealer, GMs, GSMs, Sales Managers, F&I Directors, Service Directors/ManagersHow to Deal with Stress (Members Only)This four-hour course deals with an ongoing issue in Dealerships every day and that is stress. Stress is one of theleading factors of fatigue, illness and employee turnover. It creates an environment that dictates negativity andinstability. The students who attend this course will be exposed to what creates stress, the signs of stress, and theadded illnesses that are exasperated by stress and most importantly, how to deal with stress and eventually minimizeand eliminate it all together.Who Should Attend: All Dealership PersonnelWinners versus Losers (Members Only)This four-hour course is based on David’s bestselling book, “Winners versus Losers.” During this session the studentwill learn the difference between what makes most people successful, while others tend to fail. They will understandthe key elements that motivate people to greatness and how to avoid the common pitfalls associated with negativityand failure. Being a Winner is an option and so is Failure, but success comes with patience, understanding and a desireto be great, which are all learned characteristics and qualities. This course is not industry specific and deals with bothsituations within ones professional and personal lives.Who Should Attend: All Dealership PersonnelThe Psychology of Sales (Members Only)This four-hour course provides the core foundation for a successful sales career. No one wants to fail in sales and mosthate the idea of rejection. This course on the psychology of sales trains the student on how to overcome the fear ofsales and instill in them thoughts to better understand the Customer, themselves and how to better present their productsin a manner that will produce higher results. Selling for most is a learned skill and talent. Being born with the gift of gabis not a sure ingredient for success.Who Should Attend: All Dealership Personnel who Sell to the CustomerHow To Avoid Negativity (Members Only)This four-hour course is the foundation of being successful. Everyone knows that successful people avoidnegativity. They do not act negative, let negative thoughts into their mind and live with thoughts that are positive andmotivating. This course focuses on how to remove negativity from your thoughts, verbiage and actions. The studentwill leave this class with a positive mindset and return to the Dealership rejuvenated and prepared for success. Negativitylooms 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 Personnel16

Secondary FinanceIntroduction to Secondary Finance (Members Only)This 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 been designedfor both the novice just entering the world of Secondary Finance and the experienced Secondary Finance Manager whojust needs to get the department jump started. It is a known fact that approximately 60% of Americans have creditissues, being an active player in this arena can add sales and profits that otherwise would have been lost.Who Should Attend: Inexperienced Secondary Finance ManagersAdvanced Secondary Finance (Members Only)This one-day course is for the Secondary Finance Manager who truly wants to take their department, sales and profits tothe next level. Topics in this course include inventory management, where to find inventory and how to display theinventory. Heavy emphasis is placed on advanced closing techniques, lender relations and marketing. Operating aSecondary Finance Department is extremely rewarding if done the correct way. If not, minimal results will be realizedand eventually, the department will die a slow death.Who Should Attend: Dealers, GMs, Sales Manager and Secondary Finance ManagersDLA Round TablesSales Management Round Table (Member $30 / Non-Member $1295 annually)Our Sales Management Round Table is a group of Sales 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 Sales Managers onlySalesperson Round Table (Member $30 / Non-Member $1295 annually)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 longterm relationships and peer to peer mentoring.Who Should Attend: Attendance is limited to active Salespeople who sell a minimum of 180 cars per year onlyF&I Manager Round Table (Member $30 / Non-Member $1295 annually)Our 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 Mgmt. Round Table (Member $30 / Non-Member $1295 annually)Our Internet/BDC Management Round Table is a group of Internet/BDC Managers who meet every other monthfor an 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 only 17

DLA Round TablesSales Management Round Table (Member $30 / Non-Member $1295 annually)Our 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 Sales Managers onlySalesperson Round Table (Member $30 / Non-Member $1295 annually)Our Salesperson Round Table is a group of Salespeople 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 Salespeople who sell a minimum of 180 cars per year onlyF&I Manager Round Table (Member $30 / Non-Member $1295 annually)Our 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 Mgmt. Round Table (Member $30 / Non-Member $1295 annually)Our Internet/BDC Management Round Table is a group of Internet/BDC Managers who meet every other monthfor an event of brain storming, conception creation and idea development. The same group of individuals meeteach time 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 Table (Member $30 / Non-Member $1295 annually)Our Service Advisor Round Table is a group of Service Advisors 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 onlyService Manager Round Table (Member $30 / Non-Member $1295 annually)Our 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.com18

800+ Videos Containing 300+ Hours of Valuable Material! Module #1 SALES Module #2 COMMON MISTAKES SALESPEOPLE MAKE Module #3 F&I Module #4 SECONDARY FINANCE Module #5 LEADERSHIP/COACHING Module #6 TRAIN THE TRAINER Module #7 WINNERS VS. LOSERS Module #8 SERVICE ADVISOR Module #9 SERVICE MANAGEMENT Module #10 STRESS MANAGEMENT Module #11 SALES MEETING Industry Leading Training Available... Any Time. Any Device. The DLA Online Training Program is designed to let you train at your own pace. Each training module walks the viewer step-by-step through the desired process, making learning easy and fun. DLA Online provides you and your staff access to over 1,000 videos and 300+ hours of great material and is available 24/7 on any device. Call 800-374-3314 ext. 215 or visit: www.davidlewis.com 19

DLA TRAINING CENTERS 3 Locations To Better Serve You! iannAdTuhMteoaSMmninooacstgiteevTem1r9uSes8antl6teeTdsr,aLSieneairndvgeicrePhiladelphia • NY/NJ Metro • Pittsburgh Salespeople • Sales Managers • Secondary Finance Internet/BDC Staff • F&I • Service Advisors Service Managers • Parts Managers • Body Shop Managers For information regarding course availability, please call Mary Mannella at 800-374-3314 ext. 215 or visit us at: www.davidlewis.com