DrivingSales Executive Summit: 2021

Workshops and Speakers

Workshops and speakers are selected by a dealer panel for their ability to present the latest research and insights
relevant to dealers today. These presentations are exclusive to DSES so you won't want to miss out.
Learn more below.

Oct. 10-11, 2021 | The ARIA, Las Vegas

Just Announced!:

Don't Miss These Workshops at DSES 2021:

Charlie Bass


Freeman Peterman

Jim Keras Auto Group

Millennials & Phones –Turning Voicemails into Car Sales

Presented by: Charlie Bass & Freeman Peterman

This session will dive into the true cost of poor phone management and the top three ways that you can improve right now. You’ll hear first-hand from Freeman Peterman, the Digital Director for Jim Keras Auto Group, about his stores and how they're inspiring confidence in millennials over the phone. Contrary to popular belief, millennials DO want to talk over the phone but their standards for instant gratification and a frictionless experience mean we need to adjust our approach. The dealerships willing to give them what they want can win this generation for life. So join us for real-world examples of the top three phone skills that are overlooked, especially when it comes to courting this developing generation of customers.

  • Delivering instant gratification to your callers, and encouraging their communication on your most profitable channel- the phones.
  • Creating a frictionless experience on your calls using cross platform functionality.
  • What you need to do to be catering to the next generation of shoppers. (PS. Gen Z isn’t going to be any easier.)

Michelle Denogean


Jarred Black

Larry H. Miller Boulder Toyota

Joe Lukich

#1 Cochran Automotive

Digital Retailing is Not DIY

Presented by: Michelle Denogean, Jarred Black & Joe Lukich

Customers’ digital-retailing usage is on the rise and, contrary to popular belief, it is not DIY. A whopping 86% of customers are completing some part of the purchase online and 89% of the time, dealers are using digital retailing to guide them through the remote transaction. In this interactive session, we'll unpack the qualitative and quantitative results of our recent Dealer Impact Study. We’ll also bring in an esteemed dealer panel to explain why the more customers and agents use digital retailing, the faster the transaction and the higher customer satisfaction is.

As we dive into the data, we'll answer the following:

  • Why is Digital Retailing not DIY?
  • Are consumers being taken out of the online purchase process too early?
  • How does digital retailing impact ROI?

Randi DeSantis

Maple Hills Auto Group

Attracting Women to Automotive

Presented by: Randi DeSantis

With it being as hard as it is to attract new employees right now, why aren’t we hiring more women? In this workshop, Randi Desantis will be talking about the strategies dealers should be leveraging today to create an inclusive culture that is attractive to the top talent, regardless of gender.

  • Identify the changes you need to make in your hiring practices to attract the best talent.
  • Come away with tactics to employ today to attract more female applicants.

Ali Fawaz


Lori Berkson


The Rise of Conversational Commerce: The Future of Messaging

Presented by: Ali Fawaz & Lori Berkson

The ability to connect has never been more scrutinized. It’s crucial to explore new and creative ways to relate and engage with auto shoppers.

  • Learn how designing a user experience that offers a casual conversation as a means of customer support or even transacting can improve your customer experience and drive revenue for your dealership.
  • Understand why auto shoppers no longer have an appetite for wasting time on an automated phone menu or even emailing a business and having to wait for a reply.
  • Learn how Google and Facebook are driving more chat conversations that convert into leads.

Ashley Fedor


Joe Castelino

Stevens Creek Volkswagen

Your Service Department in the Age of Amazon: How to Bring E-Commerce Best Practices to your Dealership

Presented by: Ashley Fedor & Joe Castelino

Capitalize on e-commerce strategies proven by companies like Amazon. Learn how to incorporate similar tactics to improve profitability and experience.

  • Learn how to execute a comprehensive audit of your dealership’s end-to end service experience through the eyes of your customer.
  • Determine which components of your process can be enhanced; reference and adopt tactics from other e-commerce providers.
  • Review performance improvement metrics and proven best practices from a dealer.

Greg Gifford

SearchLab Digital

Danny Tellez

Jones Auto Group

Marty McFly's Guide to the Future of Automotive SEO

Presented by: Greg Gifford & Danny Tellez

SEO is too important to use outdated tactics. Don't miss this workshop with Greg Gifford to learn how Google has changed today and what matters for better online visibility.

  • Learn how you need to change your SEO emphasis and strategy.
  • Discover which signals influence visibility in searches and how to optimize them.
  • Learn about the recent Google My Business changes and how to optimize your profile.

Kevin Hull

JM&A Group

Brian Kramer

Germain Automotive Group

A Customer’s Journey, the Hidden Key to Hiring Success?

Presented by: Kevin Hull & Brian Kramer

Recruiting is Sales - And in today’s digital world, sales start online. Learn to increase your candidate flow while enhancing your Customer’s Journey. In a Post COVID, digital world, online people are not candidates or customers, they are both. In this session, participants will learn how to leverage their existing digital strategies to drive candidate flow & build talent pipelines while enhancing a Customer’s Journey. 

  • Discover how to align your top of funnel activities and become people focused. 
  • Learn how to deliver outstanding customer experiences with timely and effective communication and position your dealership to win.
  • Create a people machine that will lead to increased sales by leveraging diverse recruiting channels. 

Sean Kelley

Car Motivators Inc

Tanner Wood

Don Wood Automotive Group

Retain Your People and Sell More Cars by Developing a Sales Coaching Culture

Presented by: Sean Kelley & Tanner Wood

A new dealers story teaches how a coaching approach to managing affects turnover, sales and overall dealership success!

  • Learn what a coaching culture is and how it affects success in management satisfaction, employee retention, and sales while helping your dealership become change-proof!
  • Understand how to teach salespeople to coach customers in your sales process, and what competitive advantage this gives your dealership in today's market.
  • Build and retain a winning team by leveraging both internal and external coaching resources and achieve personal and business goals.

Alan Krutsch

FUSE Autotech

Alex Meyhoefer

Walser Mazda

Hyper-efficiency. Selling 100 Cars Per Month in the Digital Age

Presented by: Alan Krutsch & Alex Meyhoefer

Learn the strategy, sales activities and tech stack that a modern digital salesperson uses to sell over 780 cars per year.

  • Use equity mining and finance management software to sell as many as 100 cars per month including F&I and delivery...without an assistant.
  • Implement time management strategies to sell and deliver up to 10 cars in a day.
  • Deploy tactics for increasing F&I income in a "single point of contact" sales environment.

David Lemmon

Revolve Digital and DealerOMG

Brody Dezember

Lithia Motors

If Automotive is Becoming Ecom, Why Isn't the Marketing?

Presented by: David Lemmon & Brody Dezember

The marketing funnel for automotive should be deep and have a dozen or more groups, but virtually no one markets that way...yet.

  • Segmenting is everything. "Low Funnel" isn't just leads. Unresponsive leads is a segment. No show leads is a segment. Unsold appointments is a segment. Each should have a unique message delivered to them for a truly cohesive strategy.
  • Brand discovery delivers the power to worry less about in market shoppers. If they're in market but haven't visited your website or FB page, your brand awareness marketing is failing. Powerful "who, why, where" messaging is game changing.
  • Re-evaluate the metrics you've been told to care about. Lead counts, bounce rates, and CTR mean nothing on a high level brand discovery campaign...impressions do. Learn to measure marketing over longer time frames, not the 30 days that dealerships live and die by.

Brad Lillie

Fixed Up Pro

Co-presenter coming soon

The Path to GM Should Go Through Fixed Ops

Presented by: Brad Lillie

With the impact Fixed Operations has on your dealership profitability, it is essential that anyone looking to become a General Manager has a deep grasp of service and parts. But the NADA Academy training is not enough. In this session, we will present a plan to provide your sales personnel a working knowledge of Fixed Ops to give them a leg up in their quest to become a general manager.

  • Discover the service processes and overall operations of a successful Fixed Ops department.
  • Learn how to engineer Fixed Operations into your sales career paths.
  • Uncover the KPIs and financials you need everyone in sales to know about Fixed Ops.

Alex Melen


Chris Anderson

Dealer Marketing Strategist

Pivoting Your Marketing to Capture the New Digital Shopper

Presented by: Alex Melen & Chris Anderson

As we enter 2022 – dealing with what will hopefully be the tail-end of COVID, it is as good a time as any to come to terms that consumer behavior has changed. Not only has it changed “for now” but it has changed forever.While some in the automotive space viewed COVID as an existential threat, it’s in fact an opportunity to survive, evolve and thrive. This session will review the shifting consumer behaviors and will help automotive dealerships pivot their marketing to capture the new digital shopper.

  • This session will take a deep dive into the changing consumer behaviors (mostly driven by COVID) and what dealerships can do to position themselves for success.
  • Data discussed will include over a dozen studies done by Google, Microsoft and SmartSites - including some joint never-before-released studies (that will be done in Q4 2021). This data will be later made public (after NADA) to help SMB's pivot to capture the new digital shopper.

Eric Miltsch

Dealer Teamwork

Greg Jensen

Kocourek Automotive Group

5 Most Important Marketing Metrics Automotive Leadership Must Know

Presented by: Eric Miltsch & Greg Jensen

Discover key marketing metrics that every dealership leader should be aware of and know how to measure! This workshop addresses the biggest issues facing automotive teams regarding knowing how to understand the most important leadership and marketing strategies and tactics you need to run a successful dealership. Get must-have information covering successful leadership, operations, and marketing best practices.

Dealership leadership attendees will learn the following items, among others:

  • How to diagnose your marketing mix and gauge its health.
  • Which metrics matter the most.
  • Why these metrics are important and how to prioritize the rest If you're part of your store's executive or management team, this session is designed specifically for you.

Brad Paschal

Fixed Ops Digital

Kevin Deutsch

Butler Lexus of South Atlanta

Fixed Ops Leadership and Accountability Tactics

Presented by: Brad Paschal & Kevin Deutsch

Come check out some of the leadership and accountability tactics that top dealerships use to maximize fixed ops efficiency and drive productivity.

  • See examples of leadership tactics that fixed ops directors and general managers use today to increase results. 
  • Discover small accountability systems that will drive productivity.
  • Dealers will be challenged to think differently to take back our share of the auto repair business.

Chip Perry

A2Z Sync

TJ Joyce

Schomp Subaru

Is One-Person Selling the Silver Bullet Your Dealership Needs to Survive and Thrive?

Presented by: Chip Perry & TJ Joyce

The traditional auto retail sales process is under attack, and it appears to be reaching the end of its useful life. When Super Bowl commercials venomously attack car dealers, it’s a sign that the old model is becoming a dinosaur. The question is, what will replace it? Should dealers be copycatting what the online disrupters like Carvana and Vroom are doing or should they self-invent a new model that builds on their strengths as physical retailers? What does it mean for your website to truly provide a smooth online on-ramp to a great in-store experience? Perry and Joyce will share a down-to-earth view of how dealers can elevate their customer experience and profits by embracing a transformative One-Person Sales Model

  • Understand new options that are available for delivering an exceptional customer and employee experience.
  • Helping dealers identify the best role for digital retailing to play into their overall customer journey strategy.
  • Help dealers evaluate the priority they are placing on the in-store experience compared to digital tools on websites.

Pete Petersen

Dealers United

Matt Sneed

Power Ford

“Car Trek: The Next Generation” Reaching Shoppers In The TikTok & Snapchat Era

Presented by: Pete Petersen & Matt Sneed

Learn the ways your dealership can reach the next wave of car shoppers, regardless of the platforms they use.

  • Discover the latest demographic trends, usage metrics, and dealership opportunities on up-and-coming apps such as TikTok, SnapChat, and Instagram.
  • Learn how other dealers are creatively using these channels to connect with the next generation of car buyers.
  • Explore the “Omnichannel Shift,” and get our Omnichannel Blueprint to help you build your own multi-platform strategy that focuses on the individual, not the channel.

Steve Roessler


Denny Eubank

Capitol Auto Group

Friend or Foe? AI Lessons Learned

Presented by: Steve Roessler & Denny Eubank

Learn how new technology, when implemented strategically, can boost engagement up to 70% while increasing your bottom line.

  • Identify AI business advantages and how it impacts workforce productivity.
  • Tips for shifting to an activity-based mindset and why it matters.
  • Review a case study showing AI implemented strategically and its actual results.

Jasen Rice


Danny Zaslavsky

Country Hill Motors

WTF Used Car Management (Work The Facts)

Presented by: Jasen Rice & Danny Zaslavsky

Used vehicles can be listed wrong online causing inaccurate market data, so know your data before relying on market data. Join this session and learn how to “work the facts” at your dealership. Find the holes in your inventory before pivoting to the market data. Takeaways from this session include:

  • How inaccurate market listings is skewing market data in inventory management tools.
  • How to find issues on your lot first before going to market data, and then what cars are causing those issues based on your data.
  • Create a digital lot walk, similar to your physical lot walk, for a more strategic attack on moving more cars more profitably.

Gail Rubinstein

Retail Resilient

Steve VanGorder

SVG Motors

How to Get Smart with Social and Your Sales Staff in 2021

Presented by: Gail Rubinstein & Steve VanGorder

Sell more cars and Make more Money using Facebook & Instagram! Set your sales staff up for success in 2021! The Key Takeaways include the following:

  • Setting up business pages properly on Facebook and Instagram so your sales staff have a business within a business.
  • Creating Proper New car offers, Used car offers, trade in offers and Get Pre-approved offers for sales staff!
  • How to Boost a Facebook Post to get in Market Shoppers booking test drives and walking in your door!

Dane Saville

Reunion Marketing

Sabrina Erskine

Advantage Auto Group

How to Build a Culture That Powers Profitability and Positivity

Presented by: Dane Saville & Sabrina Erskine

Discover the insights that will help dealers foster a positive culture that will significantly improve the effectiveness of your dealership's operations.

  • Learn applicable insights that will help drive positive change across your dealership’s operations, yielding a more intentional approach that impacts your bottomline.
  • Discover a new means of building culture that Reunion Marketing leveraged to solve internal issues and empower every single employee at the company.
  • Understand how creating a next-level company culture can help you build a progressive marketing plan.

Mark Conner


Brendan Anderson

Ed Bozarth Chevrolet

Leveraging AI + ML to Optimize VIN-level Inventory and Retail Business Strategies

Presented by: Mark Conner & Brendan Anderson

In today’s increasingly complex landscape, traditional strategies have become obsolete - dealers are spending nearly 80% of their budget sending shopping traffic to only 20% of their inventory. With a strategic approach that leverages AI and machine learning, dealers are able to avoid marketing waste and gain insight into what is being marketed by building campaigns unique to each VIN on their lot.

  • Implement automation to successfully manage all media channels, data points, and VINs to stay competitive.
  • Leverage /AI/ and ML to score and match inventory and market demand to generate the appropriate action.
  • Build VIN-level, turnkey strategies to manage an integrated inventory, pricing, and demand solution.

Jereme Schoemaker

Toyota of Irving

Betty Byars

Toyota of Irving

Culture, Process, Repeat... Breaking Out of the Revolving Door

Presented by: Jereme Schoemaker & Betty Byars

Culture and process are two sides of the same coin. Keeping those two in perpetual motion together is the key. Don't miss this session where you'll come away with the steps to build a positive culture and stop the revolving door at your dealership.

  • Importance of a clearly defined culture and culture statement.
  • The relationship between process and culture.
  • Don’t set it and forget it!

Gray Scott

Muller Honda

Build Your Acquisition Hub and Dominate Your Market with a Unique Buying Brand and Experience

Presented by: Gray Scott

Create a vehicle acquisition solution that drives like an Aston, performs like a Ferrari, and catches attention like a Lambo. Own your strategy and own your brand! In this session you will learn how to create a winning brand strategy to acquire your vehicles in today's environment while being prepared and set up for the future. Creating a self driving and branded solution that will last you through the pandemic and beyond is imperative to continual success when it comes to buying direct from consumers and building a brand they trust. Nobody trusts that DanHyundaiBuysCars is really watching out for their best interest.

The top takeaways that dealers will learn by attending:

  • The importance of your domain when creating a branded solution.
  • How to create a solution that works and continually drives acquisition opportunities to your business.
  • Why SEO and consumer trust is so important.
  • What it takes to make a successful strategy come to fruition and the steps to execute.

Tim Scoutelas

MAX Digital

James Bingham

Hendrick Automotive Group

The Customer Buy Center: A Better Way to Build Inventory

Presented by: Tim Scoutelas & James Bingham

The consumer-sourced trade is the most profitable source of inventory for your dealership. Savvy used car departments will optimize every opportunity to source this inventory, especially those right at their doorstep. The trade-in process, while executed and managed by the pre-owned team, is an essential part of the new car transaction, as well. Dealers who focus on a buying approach that is collaborative, transparent and customer-friendly can see increased traffic to the store, more retail sales, and increased profits across their dealership.

The top three takeaways that dealers will learn by attending:

  • How to involve the customer in the trade-in so they understand the logic behind their vehicle valuation.
  • How to create a transparent and trustworthy shopping experience and increase efficiency without having to haggle price.
  • How to capture trade-ins at a lower acquisition cost and increase profit in front-end gross.

Jason Stum


Co-presenter coming soon

How to Acquire Cars Across Every Channel When Inventory is Tight

Presented by: Jason Stum

Join this session and get the latest intel on how to turn your entire digital ecosystem into a vehicle acquisition machine. This workshop will be packed with takeaways to implement at the store today!

  • How to optimize your website to maximize vehicle acquisition engagement and conversion.
  • How your dealership can be the answer to trade-in or sell my car style queries on Google through paid and organic search.
  • How you can acquire cars everywhere with your digital advertising efforts.
  • How to initiate trade-in conversations from your website, digital advertising, and even traditional and in-store placements too.
  • How you can implement an effective follow up strategy to turn leads into successful acquisitions.

Jennifer Suzuki

eDealer Solutions

David Spisak

Disruptive Growth Solutions

Crush Service Retention By Leveling Up Your Sales Game!

Presented by: Jennifer Suzuki & David Spisak

Workshop info coming soon

Jason Volny


Phil Pecoraro

Larry H. Miller Ford Lincoln Draper

It’s Not What You Manage, It’s What You Measure that Drives Results

Presented by: Jason Volny & Phil Pecoraro

It’s clear, the success of your business depends on the caliber of your managers. The competencies to sell a car are no longer the only requirements for a manager to successfully build and manage a high-performing team. Their skills and processes must be aligned with the needs of the modern workforce. They must provide clear accountability metrics and manage their teams with job-specific scorecards. A systematic scorecard review process builds a strong relationship between the manager and the employee. It’s built on trust and data, not opinions. High-performing dealers have metrics and scorecards for every job role. They sell more cars, write more hours per RO, generate more gross, and more. If you manage people, you don’t want to miss this!

  • In this breakout session, you will receive a framework, insights, and examples of a systematic scorecard review process that drives results.
  • We will share case study findings of top-performing dealers and best implementation practices.

Joe Webb

DealerKnows Consulting

Bryan Armstrong

VW Southtowne

Super Fun Trivia with Know-It-All Joe and Braniac Bryan!

Presented by: Joe Webb & Bryan Armstrong

Are you really an expert? How much knowledge do you have trapped in that big brain of yours, just ready to be unleashed? This lively, interactive session will be filled with fun, fast-paced entertainment and just a little education thrown in. See who has the smarts to win the prize when the clock is ticking.

  • Have a great time networking while teamed up with others to form a group, determine a team name, and collectively come up with the right answers.
  • Go head to head with other teams to determine who are the real automotive (marketing) geniuses in the room.
  • Put your knowledge to the test and see if all their automotive education is enough to bring their team to the top.

Steve White


Shaun Kniffin

Germain Motor Company

Why Savvy Marketers Are Spending More on Audience Data Than Media

Presented by: Steve White & Shaun Kniffin

Dealers know cookie-cutter, “in-market” audiences are wildly inefficient. Learn how to use an audience-first approach that enables you to decrease media spend and increase campaign effectiveness.

  • How to prioritize your audience data investments versus your media spend.
  • How to identify fake in-market audiences.
  • How to use your first-party data to create cost-effective in-market audiences for your campaigns.

Stay tuned for many more workshops coming soon!

Get Registered Today

Reserve your spot to join the top dealers at this year’s DSES, Oct 10-11, 2021 at the ARIA, Las Vegas

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