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Super Seminars at Interbike

High-performance sessions focused on improving your business and bottom line

The National Bicycle Dealers Association presented a record 19 Super Seminars at Interbike in 2016.

From how to handle your social media efforts, to talks on engaging millennials and how to make your small business the most successful it can be, 2016 brought more seminars than ever before with new topics, new ideas, new presenters and a wealth of retail insight and inspiration. Sessions were held at the Mandalay Bay Convention Center, Las Vegas, Nevada.

All seminars were available free of charge to Interbike attendees, courtesy of the National Bicycle Dealers Association and the members whose dues payments make them possible.

The 2016 schedule:

Pre-Show Seminars: Tuesday, September 20

10 a.m. to 11 a.m.
Social Media: What's Next? Are You Doing it "Right?"
Nancy A. Shenker, Founder and CEO, theOnSwitch

As digital media and online shopping mature, most business owners still have a lot of questions. Do you really have to use it all? How do you measure ROI? Who uses which platforms? How do I do it so that it doesn't take over my life? This practical workshop answers all of these questions and more. It will offer simple tips for measurement, staffing, and even managing the time you spend on social media. Bring more questions too. The session promises to be hands-on and interactive. One attendee will even get a live "social media makeover!"

Nancy Shenker, founder and CEO of theONswitch, has developed and honed her skills as a marketing leader through decades of experience and innovation. She has held senior marketing positions at major brand companies including Citibank, MasterCard International, and Reed Exhibitions. In both her corporate career and at theONswitch, she has helped businesses, both small and large, launch, re-brand, and flourish. She is a Huffington Post blogger and has been published and quoted in the New York Times, Crain’s New York, Businessweek, Enterpreneur.com, the Associated Press, Inc., AOL Small Business, Smart Money TV, Inc., Forbes, WeWork magazine, and other media. She is also President of the Chappaqua-Millwood Chamber of Commerce.

Learn more about Nancy Shenker at: www.theonswitch.com

11:30 to 12:30
The 8 Essential Elements to Managing a High-Performance Selling Floor
Karen Barry, The Friedman Group

The Friedman Group’s experience in working with thousands of companies since 1980 has enabled them to identify the common sales management elements that are always present in the most highly successful organizations. These vital elements are known, yet many owners choose an a la carte method of management. That’s like having a body with a heart and lungs, but no kidneys! When all 8 essential elements are in place with a sustained focus, the sky is the limit. This session will provoke reflection on what simple steps are missing today and provide a catalyst for change starting tomorrow.

For more than 30 years, The Friedman Group has been helping countless numbers of retailers implement processes for goal setting, metrics analysis, coaching, hiring, training, progressive discipline and everything in between. With a Bachelor’s degree in Psychology and a Master's degree in Organizational Management, Karen Barry has designed and implemented training programs, as well as traditional retail multi-store management and sales training, primarily in the apparel and surf/skate industries. Karen spent several years implementing Friedman sales and management systems and then became a trainer with The Friedman Group. Her extensive and diverse client portfolio has included such powerful names as Diane von Furstenberg, Cartier, Specialized Bicycles, Swarovski, Ashley Furniture, Theory, Le Creuset, Alfred Angelo Bridal, La Perla, Hard Rock Hotel, True Value Hardware, Swatch, and La Prairie.

See The Friedman Group on the web: www.thefriedmangroup.com.

1 p.m. to 2 p.m.
Millennials and Boomers: A Bicycle Built for Two?
Nancy A. Shenker, theOnSwitch

Never before in history have two such large and diverse populations co-existed. How you work together, prosper together, and serve customers within each group are all challenges we face every day. This workshop covers some of the basic generational differences, how to meet the needs of each group, how to market and sell to these different audiences, and how to work together in peace and prosperity. Plus ... a glimpse of what the future may hold.

Nancy Shenker, founder and CEO of theONswitch, has developed and honed her skills as a marketing leader through decades of experience and innovation. She has held senior marketing positions at major brand companies including Citibank, MasterCard International, and Reed Exhibitions. In both her corporate career and at theONswitch, she has helped businesses, both small and large, launch, re-brand, and flourish. She is a Huffington Post blogger and has been published and quoted in the New York Times, Crain’s New York, Businessweek, Enterpreneur.com, the Associated Press, Inc., AOL Small Business, Smart Money TV, Inc., Forbes, WeWork magazine, and other media. She is also President of the Chappaqua-Millwood Chamber of Commerce.

Learn more about Nancy Shenker at: www.theonswitch.com

2:30 p.m. to 3:30 p.m.
5 Ways to Make Your Small Business More Successful
Dave Fellman, Author/Trainer/Consultant

This presentation is drawn from the incredible insights covered in Dave’s book The small business book 10 Ways To Improve Your Small Business. For this presentation he will focus on strategies that are especially relevant to the bicycle industry. The “visibility” segment, a discussion of the three elements of visibility: advertising, signage and “commercial good citizenship.” The “team” segment includes a strategy for evaluating each employee and creating a plan to train, manage and motivate to improved performance. The “value” segment covers the three levels of value every customer provides: the value of what they’re buying now, the value of what they could be buying in the future, and the value of influence (testimonials and referrals.) The “time management” segment provides real-world strategies for managing time and minimizing interruptions. The “negotiation” segment provides strategy for negotiating more effectively with customers, suppliers and even employees.

Dave Fellman is the author of 3 books and more than 300 published articles on sales, marketing and management topics. He's a popular speaker who has delivered keynotes and seminars at hundreds of events across the United States, Canada, England, Ireland, New Zealand and Australia.

See Dave Fellman on the web: www.davefellman.com

4 p.m. to 5 p.m.
What if I Train People and They Leave? What if You Don’t Train Them and They Stay?!
Karen Barry, The Friedman Group

There’s never enough time to train. But having a trained staff is the only way to free up time for training! It’s a Catch-22, and if you don’t address it, you’ll just keep spinning your wheels forever. In this session, Karen will cover:
• Building competence through training
• The most effective and efficient way to train on selling, product knowledge and operations
• Where most training efforts fall apart
• Accountability after transference, the final solution

For more than 30 years, The Friedman Group has been helping countless numbers of retailers implement processes for goal setting, metrics analysis, coaching, hiring, training, progressive discipline and everything in between. With a Bachelor’s degree in Psychology and a Master's degree in Organizational Management, Karen Barry has designed and implemented training programs, as well as traditional retail multi-store management and sales training, primarily in the apparel and surf/skate industries. Karen spent several years implementing Friedman sales and management systems and then became a trainer with The Friedman Group. Her extensive and diverse client portfolio has included such powerful names as Diane von Furstenberg, Cartier, Specialized Bicycles, Swarovski, Ashley Furniture, Theory, Le Creuset, Alfred Angelo Bridal, La Perla, Hard Rock Hotel, True Value Hardware, Swatch, and La Prairie.

See The Friedman Group on the web: www.thefriedmangroup.com.

Day 1: Wednesday, September 21

10 a.m. to 11 a.m.
Discounts Suck. Loyalty Rocks.
Sam Dantzler, CEO of Powersports Garage

You didn’t sell 800 bikes this year, you sold 800 people on why they should own a bike. Real selling requires moving away from product descriptions and into human connection. Come join Sam at this presentation as he explores why humans make want-based decisions, and how logic always takes a backseat when emotion is in the equation. Learn what causes people to ask for discounts. Create a sales process in your showroom for that is focused on exceptional customer service, utilizing real-world psychology to move products at retail pricing. Leave Las Vegas with a plan to change the culture of your store to that of a selling machine, all while treating customers like royalty.

After years in retail sales, Sam Dantzler got his start as a sales trainer in the late 1990s with Lemco, where he put his love for training into the powersports industry and running industry 20-Clubs. He left Lemco in 2009 and launched his own consulting business, Junior Inc., and in 2012 Powersports Garage that offers online video training. Sam has consulted with companies such as Harley-Davidson, Ducati, Triumph, Cobalt Boats, Mercury Marine and Singleton Marine Group. He is a two-time Ironman Triathlon finisher and a die-hard cycling enthusiast.

See Sam Dantzler on the web: www.samspowersportsgarage.com

11:30 a.m. to 12:30 p.m.
Driving Growth Through Innovation: How Leading Firms Are Transforming Their Futures
Robert Tucker, President, The Innovation Resource

When was the last time you focused on upgrading your ability to conceive and introduce new product, service, process and strategy ideas? Could it be that you are using yesterday’s methods to manage today’s complex marketplace challenges? This dynamic, example-filled presentation, will give you an overview of the important findings reported in Tucker's bestseller, Driving Growth Through Innovation. Tucker will take you on a guided tour inside 23 Innovation Vanguard companies. You’ll discover cutting edge methods for building innovation into a powerful source of growth, profits, and competitive advantage. You’ll learn unconventional approaches for turning innovation into a systematic, imbedded process, and be motivated to take action in your firm. As a result of attending this session, you will:

• Know how to capitalize on innovation to rev up growth.
• Know how to map out and implement a superior approach to inventing the future - one that will enable you and your firm to exploit new markets, win new customers, and grow revenue from new sources.
• Be energized and inspired by real world examples of companies that revved up growth in moribund markets
• Know how to motivate your people with proven, powerful methods that spark “out of the box” thinking
• Be able to create a company-wide system to ensure that good ideas don’t get lost – or show up in the hands of competitors!

Robert B. Tucker is a renowned global futurist and innovation keynote speaker with a client list that includes over 200 of the Fortune 500 companies. President and founder of The Innovation Resource, Tucker is an internationally recognized pioneer in the field of innovation. A former adjunct professor at UCLA, Tucker’s pioneering research in identifying the critical attributes of innovators became the acclaimed book, Winning the Innovation Game. His international bestseller, Managing the Future: 10 Driving Forces of Change, was described by Intel Chairman Andrew Grove as a “lucid, practical guide to total quality in business,” and was translated into over 17 languages. In Driving Growth Through Innovation, Tucker identified the emergent best practices of global Innovation Vanguard companies who were pioneering radically more effective approaches to the practice of innovation. In his latest book, Innovation Is Everybody’s Business: Making Yourself Indispensable in Today’s Hypercompetitive World, Tucker takes up the issue of leadership development, and reveals the “Innovation Skills” essential to success in today’s hyper-change era.

Learn more about Robert Tucker: http://www.innovationresource.com

1 p.m. to 2:30 p.m.
Three Great Store Enhancement Projects (and what they can do for your business)
Brian Hawkins, President of Fixturelab

In this workshop, Brian will take three somewhat simple store enhancements, show the steps it takes to get them done, then share the results that you might expect for your own store (case study style). Workflow, efficiency, and attitudes will all be important metrics. A key focus will be the Return on Investment (ROI) that can be expected from specific projects including re-merchandising specific product categories, creating a children’s area, using consistent and store-branded fixtures, and updating your customer-facing service department.

Brian Hawkins is president of Fixturelab, and has been designing and merchandising bicycle stores for years. He knows how hard it can be, and also knows what works. Fixturelab creates solutions for bicycle dealers every day, and has a client list of some of the most prominent bicycle stores in the country.

Learn more about Fixture lab here: www.fixturelab.com

3 p.m. to 4 p.m.
The Information Advantage: Making Everyday Data-Driven Decisions

NPD Group

How will a sales program impact your revenue? How can GMROI be used to improve your profitability?

Using these real-world examples and others, we will guide you on how to use data to:
• Make key decisions that will affect your bottom line
• Optimize your assortment and inventory planning
• Plan your show
• Analyze vendor performance

The NPD Group (formerly Leisure Trends) collects point of sales data from hundreds of independent bicycle dealers across the country. As the data provider for the NBDA and BPSA (Bicycle Products Suppliers Association), NPD is the go-to data insights partner for retailers and manufacturers alike.

On the web: www.npd.com

4:30 p.m. to 5:30 p.m.
The Blueprint for Effective Hiring
Lori Richman, Director of Organization Development, Quality Bicycle Products

Recruiting, hiring and training employees are some of the most important tasks facing every bicycle retailer. In this seminar, Lori Richman will apply the key components of effective hiring in order to grow your greatest asset – your excellent people. Topics will include:
• Know what you’re looking for
• Recruiting applicants
• Conduct great interviews
• Background checks - pro’s & con’s
• Start them off right

Lori Richman has served as the Director of Organization Development for Quality Bicycle Products for 16 years. She is a consultant, coach, teacher and trainer who brings over 30 years of experience in organization development, strategic hiring, effective communication, people development, and leadership to her work with independent bicycle retailers. She has a master’s degree in organizational leadership, is an avid bike-commuter, serves as a mentor with the Outdoor Industry Women’s Coalition, and volunteers with her local government to improve bike-friendliness in her community.

On the web: www.qbp.com

Day 2: Thursday, September 22

8:30 a.m. to 9:30 a.m.
Looking Forward: The IBD in 2021
Donny Perry, SBCU Program Manager: Asia & Europe, Specialized Bicycles
Room: South Pacific A/B

What will bike retail look like five years from now? Will all bikes be sold online and delivered to your home? How will the brick and mortar retailer maintain relevance? Donny Perry, the Retail Development Manager for Specialized, gives his insight and predictions for the independent retail channel and flips the script on your approach. Answering the hard question, should you invest in change and innovation or constants that will never change?

Donny Perry is the SBCU Program Manager for Specialized Bicycles and the author of Leading Out Retail: A Creative Look At Bicycle Retail and What All Retailers Can Learn From It. With a decade of bike retail experience, Donny has gone on to coach bike retailers in operations, service, bike fitting, merchandising, marketing, and sales. Donny is known for his no-BS outlook on the state of bike retail and providing owners and managers easy to use tools that will improve their businesses.



8:30 a.m. to 9:30 a.m.
Professional Mechanics and the Future of the IBD
Presented by the Professional Bicycle Mechanics Association
Room: Tradewinds C

The bicycle retail business is changing. The online marketplace is rapidly gaining traction in our industry, as quickly as it did in books and shoes, but with change comes opportunity. New products, new materials, new standards, as the bike evolves so does the need for evolution in how we staff. As we move more toward that future, the need for well-trained, knowledgeable, and professional service staff will be more relevant than ever.

The Professional Bicycle Mechanics Association is here to help dealers position themselves on the front line as an IBD. Technical staff that understands the needs of the consumer on a level beyond bicycle repair will equal greater successes for your bottom line.

PBMA President James Stanfill will be talking about these challenges and the association’s vision of the future. Mercedes Ross, National Director of Project Bike Tech, a program offering technical training in bicycle mechanics, preparing youth for job opportunities within the bicycle industry, will be part of this discussion. Both organizations are working together to build a developmental roadway from youth to adult within the cycling industry.

10 a.m. to 11 a.m.
The Science of Attitude
Sam Dantzler, CEO of Powersports Garage
Room: South Pacific A/B

Attitude overrides price tags. It overrides ease of transactions. It overrides the proximity of your business. In fact, “having the customer like you” is THE biggest asset (or detriment) to your company’s success. In fact, getting yourself and your team fired up for success (and keeping that fire burning) is one of the ABCs of dealership management. There’s no strategy you can put in place that is more fundamental, critical or will have a bigger impact on your company’s bottom line. To think is to create. Sales is a transfer of enthusiasm. You get what you give. There is an absolute science behind it and Sam Dantzler will tell you all about it … with enthusiasm.

After years in retail sales, Sam Dantzler got his start as a sales trainer in the late 1990s with Lemco, where he put his love for training into the powersports industry and running industry 20-Clubs. He left Lemco in 2009 and launched his own consulting business, Junior Inc., and in 2012 Powersports Garage that offers online video training. Sam has consulted with companies such as Harley-Davidson, Ducati, Triumph, Cobalt Boats, Mercury Marine and Singleton Marine Group. He is a two-time Ironman Triathlon finisher and a die-hard cycling enthusiast.

See Sam Dantzler on the web: www.samspowersportsgarage.com

10 a.m. to 11:30 a.m.
Bicycle Trade-Ins: Exploring the Growth Opportunities of Trade-ins of Used Bicycles
Jay Townley, Partner, Gluskin Townley Group LLC
Vince Nelson, Former Executive Vice President Analytic Insights, Kelley Blue Book
Room: Tradewinds C

Jay Townley presents findings and insights from a landmark Gluskin-Townley research study focusing on the American bicycle trade-in market. American consumers for generations have been accustomed to trading in their used car and applying the value towards the purchase of a new car. Jay explores the relationship between consumer behavior and interest in the ability to trade in a used bike when purchasing a new one. This session will explore exciting findings that consumers may have enormous buying power to be directed at their local bike shop that today is locked up in their garage.

Vince Nelson will introduce the session and share observations and insights from his years as head of Analytic Insights at Kelley Blue Book and offer an analysis of how the auto industry benefits greatly from embracing the trade in paradigm. Nelson is currently a member of the board of advisors of BicycleBlueBook.com.

Jay Townley is Partner at Gluskin Townley Group LLC. Collectively Gluskin Townley Group has over 75 years of experience working in the bicycling, research and retail industries.

11:30 a.m. to 12:30 p.m.
The NBDA Profitability Project - Improving Your Business With Your Peers
A divese panel of bicycle retailers
Room: South Pacific A/B

The NBDA’s Profitability Project (P2) brings non-competing dealers together to share insight into key performance indicators (KPIs), discuss the state of their businesses and the industry, and share specific best practices and lessons learned in the ongoing efforts to improve their businesses. P2 provides members with the quantitative KPIs they need, and the forum to compare notes and challenge each other to improve around the shared goal of process improvement and increased profitability.

In this panel discussion, successful P2 members will share the principles they've learned, as well as the formulas and metrics you can apply to work smarter and more profitably in 2016 and into the future. You will hear real-life case studies from your peers and learn how these successful retailers have improved in specfic and measureable ways.

If you’d like to learn more about the NBDA Profitability Project, or the NBDA itself and how to join, visit www.nbda.com.

12:00 to 1 p.m.
Electric Bicycles: Trends and Opportunities in 2016 and Beyond
Ray Verhelst, director, Electric Bike Association
Room: Tradewinds C

The Electric Bike Association has collected data from almost 9,500 attendees at the seven different 2016 Electric Bike Expo events from around the country. In this session, EBA director Ray Verhelst will reveal trending demographic information as well as details, backed by solid data about the consumer’s level of knowledge, personal experience with electric bikes and even what sports they follow. The information is not only collected, but integrated with U.S. Census data such as average household income by zip codes, educational levels, family household sizes, etc.

He will showcase an overview of the information captured based on the organization’s advanced RFID tag technology used at the expos as to what bikes were test ridden and by whom. The results will show what thousands of individuals tested, from brands to models and categories, based on real-world use at their events. Additionally, brand new follow-up survey data from thousands of the expo attendees will revealed for the very first time to the public.

This data is incredibly valuable in terms of truly understanding the real electric bike marketplace as well as the category. A special feature of this presentation is that the audience will be included in some live data polling to measure their own knowledge of the market. Simple, anonymous text answers from cell phones will appear in real-time on charts, allowing the attendees to participate.

1 p.m. to 2 p.m.
Why Great Experiences are Losing Value in Bike Retail
Donny Perry, SBCU Program Manager: Asia & Europe, Specialized Bicycles
Room: South Pacific A/B

In bike retail your customers expect great service, having quality products is expected, and now even a great overall experience is expected. These parts of the business are becoming commoditized and it’s more difficult than ever for retailers to find a healthy net profit in the business. In this talk Donny Perry gives insight to how this happened and simple tricks to win at retail.

Donny Perry is the SBCU Program Manager for Specialized Bicycles and the author of Leading Out Retail: A Creative Look At Bicycle Retail and What All Retailers Can Learn From It. With a decade of bike retail experience, Donny has gone on to coach bike retailers in operations, service, bike fitting, merchandising, marketing, and sales. Donny is known for his no-BS outlook on the state of bike retail and providing owners and managers easy to use tools that will improve their businesses.

2:30 p.m. to 3:30 p.m.
The Ultimate Customer Journey to ROI/ROE- Designing & Digitizing the Store for Maximum Impact!
Brian Dyches, managing director and principal of Atmospheric Design + The Digital Experience Lab
Room: South Pacific A/B

It’s all about creating an ideal customer journey that supports your brand story and product range. Digital and design experience expert Brian Dyches is back at Interbike to power up the conversation about making your store design journey align with the latest thinking on engagement techniques to drive engagement and sales. Dyches will showcase the perfect layout journey of a store and how to use today’s mobile device to create new connections to the customer. Utilization of these customer experience tools will not only drive your ROI but Return-on-Experience (ROE) which has become an important driver in the lifestyle business.

Brian Dyches, FRDI, is managing director and principal of Atmospheric Design + The Digital Experience Lab. Dyches, a former independent retailer, drove their sales to well over $600 a square foot back in the 80’s by using proven design and layout techniques to boost traffic and sales. Today, he uses his background in retail to drive thinking centered on store design & digital engagement techniques that align with today’s customer.

 

 
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