Bob Kostkan, Senior Director of NADA University Business Development

1.     STRATEGY & COMPANY MISSION

Our com­pa­ny mis­sion is basi­cal­ly twofold: It is to edu­cate deal­ers and deal­er­ship per­son­nel with real world skills to increase prof­itabil­i­ty through knowl­edge and the use of cur­rent best prac­tices; sec­ond­ly, to assist oth­er orga­ni­za­tions who call on deal­ers to under­stand deal­er­ship oper­a­tions from a dealer’s point of view. For exam­ple, OEM deal­er con­tact per­son­nel real­ly need to under­stand what goes on with­in the four walls of the deal­er­ship so they can be more of a con­sul­tant to the deal­er instead of a sales rep.

NADA University’s online plat­form was devel­oped specif­i­cal­ly to enable us to reach deep­er into the deal­er­ship with the train­ing and resources NADA pro­vides. Pre­vi­ous­ly, we were able to ben­e­fit a small per­cent­age of deal­er­ships and a small per­cent­age of their per­son­nel through in-per­son atten­dance at Acad­e­my, 20 Group, con­ven­tion work­shops and sem­i­nars. Now, with the online plat­form avail­able to every employ­ee of the deal­er­ship, 24/7, we’re able to reach many more peo­ple in help­ing deal­er­ships per­form at their best.

Our new online plat­form pro­vides deal­ers with an unprece­dent­ed abil­i­ty to train and track their employ­ees through one source that includes the industry’s widest array of online course­ware. Our sys­tem tracks the activ­i­ty, train­ing and test­ing by employ­ee so the employ­ee and the man­age­ment team know exact­ly what’s been accom­plished and can hold the employ­ee account­able for the results. Between NADA and the NADA U Part­ner train­ing, no one else has as much to offer in one loca­tion. Deal­ers can then build on that foun­da­tion with the Acad­e­my, 20 Group and cus­tom train­ing or in-deal­er­ship con­sul­ta­tion pro­grams we also pro­vide.

NADA Uni¬≠ver¬≠si¬≠ty pro¬≠vides deal¬≠ers the most com¬≠pre¬≠hen¬≠sive suite of prod¬≠ucts and ser¬≠vices avail¬≠able from one source to help improve their deal¬≠er¬≠ship per¬≠for¬≠mance. Acad¬≠e¬≠my pro¬≠vides the lead¬≠er¬≠ship devel¬≠op¬≠ment for GMs and suc¬≠ces¬≠sor can¬≠di¬≠dates. 20 Group enables cur¬≠rent lead¬≠ers to improve their per¬≠for¬≠mance through peer-to-peer con¬≠sult¬≠ing. Learn¬≠ing Hub, the ‚Äúclass¬≠room‚ÄĚ of NADA U, deliv¬≠ers the indi¬≠vid¬≠ual train¬≠ing pro¬≠grams applic¬≠a¬≠ble to every depart¬≠ment and every employ¬≠ee of the deal¬≠er¬≠ship ‚ÄĒ what they need, when they need it, con¬≠ve¬≠nient¬≠ly online. Resource Tool¬≠box, the ‚Äúlibrary‚ÄĚ of NADA U includes the com¬≠pli¬≠men¬≠ta¬≠ry mem¬≠ber ben¬≠e¬≠fits such as Dri¬≠ven Man¬≠age¬≠ment Guides, Mar¬≠ketINSIGHT webi¬≠na¬≠rs, and NADAPerks job aids.

We also have an online train­ing mod­el for OEM per­son­nel. For OEMs, this train­ing is the per­fect solu­tion for any employ­ees who call on deal­ers, new hires going to call on deal­ers, or cor­po­rate office staff who can’t get out to see what goes on in a deal­er­ship.

When it comes to cur­rent strat­e­gy, we com­mu­ni­cate our offer­ings to our mem­ber­ship base, through our 20 Group meet­ings, our Acad­e­my pro­grams, and at our NADA Con­ven­tion. We also work with a lot of OEMs on cus­tom train­ing projects for help­ing both their deal­ers and their deal­er con­tact per­son­nel. Word of mouth trav­els fast when you have some­thing good going on.

 

2. MARKETING OBJECTIVES AND OPPORTUNITIES FOR 2012 & BEYOND

We won‚Äôt be sat¬≠is¬≠fied until all NADA and ATD mem¬≠bers have signed on to take advan¬≠tage of the tremen¬≠dous train¬≠ing and edu¬≠ca¬≠tion resources avail¬≠able at no cost to them in Resource Tool¬≠box and Learn¬≠ing Hub. We‚Äôre mov¬≠ing in that direc¬≠tion with the help of our aggres¬≠sive mar¬≠ket¬≠ing and PR efforts to ‚Äúget the word out‚ÄĚ about NADA U pro¬≠grams. We use just about all out¬≠reach means avail¬≠able, includ¬≠ing print and web adver¬≠tis¬≠ing, out¬≠bound tele¬≠phone con¬≠tacts, speak¬≠ing appear¬≠ances, event exhibit¬≠ing and media rela¬≠tions. We also ben¬≠e¬≠fit from a great deal of pos¬≠i¬≠tive ‚Äúword of mouth‚ÄĚ among deal¬≠ers. There are sev¬≠er¬≠al hun¬≠dred deal¬≠ers sub¬≠scrib¬≠ing to the NADAvt pre¬≠mi¬≠um con¬≠tent and find¬≠ing great val¬≠ue ‚Äď and per¬≠for¬≠mance results ‚ÄĒ in that all-inclu¬≠sive pack¬≠age of cours¬≠es, work¬≠shops and webi¬≠na¬≠rs. As a result, our mem¬≠ber deal¬≠ers and oth¬≠ers in the indus¬≠try are becom¬≠ing increas¬≠ing¬≠ly aware that only one source ‚Äď NADA U ‚Äď can deliv¬≠er hun¬≠dreds of proven train¬≠ing and edu¬≠ca¬≠tion pro¬≠grams cov¬≠er¬≠ing all areas of the deal¬≠er¬≠ship oper¬≠a¬≠tion to help them dri¬≠ve effi¬≠cien¬≠cy and prof¬≠itabil¬≠i¬≠ty, as well as to stay com¬≠pli¬≠ant.

In addi¬≠tion to these efforts, we also know how impor¬≠tant it is to keep our pro¬≠grams mov¬≠ing for¬≠ward. So, we make it a top pri¬≠or¬≠i¬≠ty to con¬≠stant¬≠ly review and update NADA U‚Äôs pre¬≠mi¬≠um con¬≠tent to pro¬≠vide the most cur¬≠rent, prac¬≠ti¬≠cal and use¬≠ful infor¬≠ma¬≠tion and solu¬≠tions avail¬≠able to help deal¬≠er¬≠ships per¬≠form at their peak. An impor¬≠tant part of that mis¬≠sion is lis¬≠ten¬≠ing to ‚ÄĒ and respond¬≠ing to ‚ÄĒ the input that we get from deal¬≠ers and their state/metro asso¬≠ci¬≠a¬≠tions, as well as keep¬≠ing close track of fast-mov¬≠ing indus¬≠try devel¬≠op¬≠ments, to iden¬≠ti¬≠fy new train¬≠ing oppor¬≠tu¬≠ni¬≠ties.

We’re all about help­ing deal­er­ships to oper­ate more effi­cient­ly, make mon­ey and stay com­pli­ant with the stream of com­plex legal and reg­u­la­to­ry require­ments fac­ing them. And we’re ener­gized every day to tell that sto­ry, because we know that NADA U is the top train­ing and edu­ca­tion resource avail­able in our indus­try to help deal­er­ships accom­plish those goals.

 

3. MANAGEMENT CHALLENGES

Right before we launched NADA Uni­ver­si­ty in Feb­ru­ary of 2010 at the NADA Con­ven­tion in Orlan­do, we put in the infra­struc­ture to be the best train­ing orga­ni­za­tion in the indus­try for help­ing our deal­ers. We put in an instruc­tion­al design team, added more sub­ject mat­ter experts, and cur­ricu­lum writ­ers. Since then, our oppor­tu­ni­ties to help deal­ers, deal­er groups, OEMs and allied indus­try com­pa­nies have grown expo­nen­tial­ly. Our main con­cern is that we deliv­er a supe­ri­or edu­ca­tion­al expe­ri­ence at no sac­ri­fice to the qual­i­ty.

 

4. INDUSTRY & MARKET SITUATION

As the econ¬≠o¬≠my gets bet¬≠ter, deal¬≠ers and OEMs are rec¬≠og¬≠niz¬≠ing that it is impor¬≠tant to keep their employ¬≠ees moti¬≠vat¬≠ed and sat¬≠is¬≠fied ‚Äď and train¬≠ing is one of those ele¬≠ments in keep¬≠ing employ¬≠ees high¬≠ly pro¬≠duc¬≠tive so they don‚Äôt leave their deal¬≠er¬≠ship or the indus¬≠try. Pro¬≠fes¬≠sion¬≠al devel¬≠op¬≠ment is crit¬≠i¬≠cal for retain¬≠ing them in the future and giv¬≠ing them a pride point to feel a part of that orga¬≠ni¬≠za¬≠tion.

 

5. MOST SIGNIFICANT ACCOMPLISHMENT

It’s great to be able to pro­vide a vast assort­ment of out­stand­ing time­ly and rel­e­vant solu­tions to help our deal­ers and their per­son­nel to improve their pro­duc­tiv­i­ty and effi­cien­cy. Lever­ag­ing all of our resources to help deal­ers and those who call on deal­ers is what it’s all about.



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