ORANGE COUNTY – The Massachusetts State Automobile Dealers Association (MSADA) is welcoming sales and management training expert Joe Verde to speak at the group’s annual meeting in Boston, Mass. on Jan. 11.

Verde aims to prepare association members for what they need to do now to take advantage of the 14,000,000 automobile sales that are projected in 2012.

“With national projections of 14 million units being sold in 2012, automotive sales will not be divided equally among all dealerships,” said Verde, president of Joe Verde Sales & Management Training Inc. “Dealers can’t depend on advertising, buying services or cheap prices to take advantage of these extra sales opportunities. Success, and especially profits, will depend on who can meet and exceed customer expectation, not on who holds the biggest price dropping contest.”

“The majority of dealers in our industry are price focused when it comes to selling, yet buyers today are more value-driven than ever. Price has always been #16 on our customer’s list of buying motives, but most salespeople and managers can’t even hear customers explain the other 15 things that matter even more to them than getting a cheap car,” said Verde.

“We need to realize that while people today are certainly price conscious, they are even more demanding of value, a good buying experience and being taken care of after the sale. And none of those feelings will be developed by untrained, and unmanaged salespeople who have only been taught to offer low prices. We have to learn how to sell the car to today’s buyer, not the price.”

Verde is also giving all the attendees copies of his book “A Dealer’s Guide To Recovery & Growth In Today’s Market” which is now on its 5th printing.

Over 100,000 books have been shipped and have helped countless dealers around the world develop a plan for returning to profitability and preparing them for continued growth in the future.