TIADA CONFERENCE & EXPO
Monday – 9:30 a.m. Sessions
How to Modernize Our Dealerships for Us and the Customer
Presented by Greg Chaney – CEO and Chad Lancaster – CFO Chacon Autos, LTD
The car buying process is evolving rapidly and our customers are demanding more options. In the post pandemic world of mobile orders and QR codes, buyers want to shop for a vehicle the way they do their groceries and Amazon orders. Greg and Chad will walk through the changes Chacon Autos has made to address the new frontier by harnessing technology and challenging some of those long held beliefs dealers have practiced for years. Is your “customer experience” designed for the new world? 
Family Business Succession Planning: Driving Your Dealership into the Future
Dealer Panel Discussion
Panelists: Kathrine Tolsch (CICO Auto Sales, Dallas), Greg Zak (Dixon Motors, Houston), Paul Scott (Fiesta Motors, Lubbock)
Moderator: Jeremy Lurey
A successful multi-generation family business can create a legacy that offers tremendous wealth-generating potential. The best dealerships build healthy pipelines of leaders capable of advancing to the next level. During this session, we’ll review the challenges independent dealers face as owners transition leadership responsibilities from one generation to the next. We’ll hear from an expert in succession planning and a panel of TIADA members to review some of their successes and pain points in driving their dealerships into the future. We’ll also discuss your options to engage non-family executives and get the greatest value out of your business if you do choose to sell or winddown.
No Cost Marketing Strategies
Presented by Ronald Heider – President Heider Marketing & Advertising, LLC
It’s easy for independent dealers to spend a lot of money on marketing and hope for the best. It’s hard to generate traffic when budgets are tight. In this session, dealers will learn proven no-cost marketing and media strategies, search engine best practices, and social media opportunities. Ron will share valuable insights for utilizing Google’s free marketing platforms and some of the best methods for making personal connections on social media. By attending this session, you will acquire actionable marketing steps and strategies that will get you in front of buyers across digital and social media platforms and none of these cost a dime. The first 30 attendees will receive a copy of Ron’s book “STOKED – What Surfing Taught Me About Life, Business & Automotive Advertising”. 
3 Ways to Merge Your Website and In-Store Experiences
Presented by Kerri Wise – Chief Marketing Officer AutoFi
To be successful in digital retailing, it’s more than just adopting a widget on your website. True success is driven by digital transformation which encompasses not just technology, but a transformation of people and process as well. The reality is that Digital Retailing is Retailing. Most car buyers are Digital consumers and we have to shift our mindsets not to think about the website experience as something separate from our in-store experience. This session will show you how to merge the lines between your website and in-store in order to deliver a seamless experience that adds efficiency to the process and converts more sales.
Underwriting Victory – A Team Approach to your Underwriting Success
Presented by Bill Elizondo – Senior 20 Group Moderator, Trainer, and Consultant NIADA
How does your underwriting increase your customer retention and boost your sales? Bill will show you how to develop best practices in underwriting for the whole team. Everyone has a role to play, from beginning to end, once your team knows the dealership’s underwriting goals, they can work together to achieve them. This session will teach you how to get the right person in the right vehicle and show you the tools you need to increase your customer’s success rate for the term of the contract.