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DSP pilots coaching workshop for members

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DSP pilots coaching workshop for members

Dealer Strategic Planning Inc. (DSP) has completed its first workshop to help DSP 20 Group members improve the selling and sales performance of their employees.

The workshop, an exclusive program for DSP 20 Group members, was held over three days in Chicago, Ill. Dennis McCarron, DSP facilitator, led the workshop.

Norm Gaither, DSP founder and owner, added this workshop as a benefit to DSP 20 group members.  After hearing many discussions at 20 group meetings about dealing with employees, Gaither recognized the need for guidance and training for store owners to help them in having those difficult conversations. 

The solution was in-house with Dennis McCarron, who is a certified instructor in Dimensional Selling and Dimensional Coaching for Psychological Associates, a Missouri-based company which applies behavioral psychology to create leadership development programs for businesses.

The workshop included a segment on the “psychology of a sale” in which attendees learned the tools to teach “technique” instead of trying to force their own “style” of selling to employees. The second segment focused on coaching conversations with employees.  Using role playing and case studies, those attending learned how to ask a top performer to do more or how to turn around a poorly performing employee. 

DSP says participants’ reactions to the workshop were overwhelmingly positive:

Jeff Tucker, Triple T Tire Pros, Dyersburg, Tenn.:  “The Dimensional Workshop was engaging.  It has an amazing structured approach to overcoming objections.”

Claudine Manetas, Anita Discount Tire, Rivervale, N.J.: “Off the charts!”  The tool for managing objections is “so powerful for helping me really get down to the issues.  I can honestly say all aspects of the workshop were valuable.”  And “The instructor has a true understanding of the struggles we go through.”

Jeff Webster, Take Ten Tire & Lube, Ponca City, Okla.: “This changes my approach to every single conversation I will have in the future.”  This workshop “provides a plan and creates so much more value” and tools that “will be used daily.”

Russell Miller, Wayne’s Tire, Santa Maria, Calif.: “I discovered things about myself I didn’t know.”  The workshop “puts structure (in place) that can be duplicated to other (employees).”  This will “make me a better coach.” 

The workshop will be held again in April, 2015, exclusively for 20 group members, with class size limited to 24 participants, according to Gaither. “We anticipate holding this class at least once a year for our new members and those who realize they need the benefit of professional guidance in how to get the best from their teams.” 

DSP offers tire and automotive service dealers the opportunity to share best practices, benchmark against the industry and improve financial performance through groups of up to 20 dealers. Formed in 2007, DSP is the only tire-focused 20 group available in the industry. 

For more information, contact  Norm Gaither, 757-301-9897 or  or Pat Brown, 419-420-5915 or

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