talking about e-commerce and how we can create success through change and innovation in that industry. To kind of get started I'd like to take a little bit of a look at the concept and one of the things that I noticed when we talk about technology. One is technology can be both exciting and frightening but the rule of thumb is this. Those that embrace technology and moving into the future are successful in moving into the future and they get to design how it is used and I think that's important. If you come in after the fact and don't get involved in it right up front you have a tendency to have to follow the leader and then it may not be suited for the way you use and the way you do business. So rule of thumb is that if you're a leader in that you get to design how it is used. One of the things though that distinguishes our business from other businesses and the consumer retail business is that our business still depends on relationships that provide value and I think that's really going to be very important and it key is then is to make sure that we use the technology to continue to develop the relationship and that it differentiates us from others and that we can provide a superior value so that we get repeat in ongoing businesses. Now one of the key pieces though is that we have to marginalize and I hate to say this but we really want to try to marginalize those that would try to make our business generic and take advantage of our customers with no regard to their long-term success. So it's important that we use technology, it's important that we jump in and defend our space so to speak with technology but we want to continue to generate and differentiate ourselves with value from that relationship and as a result then our customers have long-term success and we also then maintain repeat and ongoing business with them. Now let's just kind of scale this thing a little bit so that you get a look at what the marketplace looks like. There are 182 million smartphones out in the US of which 64% of them belong to adults and yeah the kids nowadays it's pretty amazing with what they've got, how they use their phones. Some interesting changes in the culture. In 2012 more desktops were sold than tablets and 14 just two years later that turned around and tablets outsold desktops by two to one. Of the laptop tablet market in 2012 the laptop made up about 42 or the tablet excuse me made up about 42% of the 346 million units sold but as you see in 2014 the tablet now makes up 58% of a 403 million unit shipped market. Now what does that look into in usage? Well there are 1.5 billion people on Facebook. There are 304 million actively using Twitter. There's a hundred million active users on snapchat and of course if you will look at it in the big picture there's 644 million websites that you have to stand out and differentiate yourself from and of course if you want to get down to who uses email 87% of North America uses email and by the way 85% of the world is on email so you can see that this technology is going to creep into our businesses whether we like it or not so the question is can we embrace that and take advantage of it to develop the relationships that I talked about earlier. Now how do some of these people use that? Well 35% of the professional business professionals actually check email on their mobile devices today. If you want to take a look at 44% of the recipients of email have purchased based on a promotional email and I think that's important that an active email marketing strategy through your dealerships and distributorships becomes very critical as you move into the future. What's interesting though is the administration that's going to be involved in having to play in this sandbox so to speak. 30% of the subscribers change email addresses annually and a lot of that has to do is because they don't know how to deal with spam and things of that sort. 17% of the subscribers change email address every six months so you can see now if you're using an email marketing strategy or tactic it's going to be extremely important that you have somebody actively keeping your address system and contact system current and up-to-date. One of the things that you'll find is that 35% open an email based on the subject line. So not only do you have a critical need to keep the admin up to date on your addresses and things, you also need to really think through how you're going to word that subject line because they open that email based on that subject line. 69% report email as spam solely on the subject line so now you see just how important that is. You can either be open because of your subject line or you could automatically be put into the trash without being open just based on your subject line. So think those through very clearly as you would want to move forward and use that kind of stuff. Now here's the other thing that you have to be aware of. 21% report emails as spam even if they know it isn't. Now that means that first of all you get their approval to use their email address but if you're not doing a good subject line and they even know that they should open it because it's from you, because they don't want to deal with it at the time or whatever, they'll count it as spam. And of course 43% report email as spam based on the email address or who it is from. So you don't want to get on somebody's bad list because you just have no shot of getting through to them because it'll be screened out automatically for them. Now as we look at smartphones and how they're used, just take a quick look at this graphic. Obviously the younger groups, younger ages, text messaging is really key for them. Everybody does it. But you can see that even on the 50 plus folks they're pretty high in that. As you look at the rest of those graphics, another one is kind of interesting, voice and video calls. You'll notice that the older group prefer voice and video calls but it's not far behind by the youngest group and everybody has kind of a high usage in that particular area and of course using their smartphone for email is something that more and more folks are doing as you can see there across all age groups. The social network sites, you can see that the younger folks jump into that quite a bit and of course as you look at video, the younger folks also like to do that although as the screens get bigger you might see that take across all age groups increase. If you want to look at spending time advertising in one of the areas, I think the key area that you're going to see is the area where the mobile advertisement is going on because what has happened there is that there's about 8% of the dollars spent in that area. There are 24% of the time usage is spent in that area so there's a gap there where you could probably find some effectiveness in some mobile advertising for your team or your store or your group so it's important is you look at where you should spend your money across the board. One of the numbers that is probably a little skewed is in the print area. In our industry because it's such a heavy specification related industry, you'll probably find that print is probably more effective there than what this chart shows and where the advertising is at but in that case don't spend a lot of time in your print advertising on magazines or things of that sort where you want to spend it is in brochures and things where people can analyze and look at the specifications where a bigger picture of that is easier to identify componentry and features and things of that sort and so print is probably a little understated for our industry but the mobile application that you see here is something that may be advantageous to give you a leadership role in your particular area. And as we look at devices that people use, of course the laptop, smartphone, and tablet are the big winners here. Game consoles don't get carried around our business too much and smart TV might be used at your store in one of the offices but you're not going to see it being very effective. One of the things you might want to keep your eyes on are the smart watch and the smart wristband. Apple's now in it, Sony's got a smart watch, Samsung does. The reason why the smart wristband might come into play is when we get into taking data and telematics of people so that it can get carried back and the safety of our as folks age you might see a growth in that but as far as our business right now you'll see that the tablet and the smartphone and the laptop are going to be where you want to be at as far as being effective in getting your message out. Now, why are people going this way? Well, it gives them 24-hour access, seven days a week. Here's the real key, I can search though without anybody knowing what's going on and I don't have you looking at over my shoulder, I don't have any pressure, I don't feel that pressure to make a decision and if I don't like the pricing or if I don't like what I think is the service that I was talking to you about, I don't have to go through that rejection phase and as a result I can do it in an amenity. One of the things though that you see in this is that as a consumer I need to sort through and counteract exaggerated claims and likewise as a user of this technology to reach the consumer you're going to have to counteract exaggerated claims out there. You know, if you use this fluid, if you use this fluid your backhoe is going to last for three million years. You know, those kinds of claims you know if it's on the internet it must be true. So, as you look at it you have to always be aware and looking at those kinds of things in this e-commerce opportunity. Another thing that you have to do is manage your customers perception of your business differently. You no longer have your customers walking in your door looking you in the eye, making some kind of evaluation of who you are as an individual by what you look like, how you speak. They can't see your shop, they don't know what it looks like and whether it's clean and efficient, well-lit or whether it's messy, cluttered and you can't find anything and there's grease all over the place. You have to be able to set up an image in their mind remotely. So, and you need to do it also the one or two times when they may walk into your location or to your multiple location stores you have to create an image that when they walk in they have a confidence that you can provide value for them. Now, the other thing is it kind of changes some of the competitive rules. Your competitors will sell to your customer base for less because it's seen as incremental business. They don't realize that what they're doing is that they could be affecting their own customer base but the reality is they see this as incremental business so if they can steal some of your competitive product business away from you it's good for them. They wouldn't have gotten it if they hadn't tried and it's just incremental dollars in their back pocket. So, what's important is that you get ready to defend your turf in this particular area and in fact I was talking to a construction equipment dealer out of Wichita, I believe, and they have multiple lines and they do internet business and they do. They realize that people can shop, price differently, so they actually price their parts differently on the internet than what they would do if you bought it over the counter. So, there's some risk and challenges in doing that. I think there's better ways of addressing that issue but you have to realize that your competitors are going to be out there after you because they feel it's incremental business. One of the things you're going to have to expect though is most people now have had some kind of consumer retail experience through e-commerce and that will influence what you have to do in your experience although your experience should be different because you have some other things that are tied into that relationship building process. But, be aware of that and just be sensitive to that. The other thing is our business is still a relationship driven business and requires a sense of urgency because our clientele is using product in their businesses and that's how they make their money. So, if something goes down there's a different sense of urgency than what a consumer retail experience would be. So, that makes us different and then tie it to that relationship and I think you'll find it important. But, here's what's going to happen and please I hope I don't offend anybody but if you're a mediocre service and value dealer people are going to run away from you to go to the e-commerce just like a drop of a hat. So, your service and value added becomes important, so important and not only that your service and value added is going to come under a microscope. So, it's real critical in that sense then to continue to develop customer loyalty and the customer relationship and if you stray away from that thinking that e-commerce is going to fix your part sales issues or anything like that you're going to end up being hurt in the big long run and you've all had customers that sometimes for some reason don't get along with your organization. You've seen customers drive across states to buy equipment that they could have bought from you even though their headquarters is near one of your locations. So, it's important that you continue to drive customer loyalty and customer relationship and it becomes even more critical and it will come under a microscope because now they have options through e-commerce that they didn't have before. Of course, we want to continue to use technology to develop those relationships and better customer value and of course then one of the things that I find when I do parts and service training with different dealer groups, I find out that they don't realize the whole dealership has to be part of the parts and service value effort. Whole Goods has to be very very much involved in that and vice versa and so it's a dealership effort that everybody needs to be involved in at your stores. Now, I'd like to just to make this point, I'd like to ask you to mentally think through a couple of questions here. How many miles would you drive to save 10 cents per gallon of gas when you fill up? Okay, you got that in your head? Okay, does that change if it's five cents a gallon or if it's two cents a gallon? Most likely, I think it does and some of you might drive three or four miles, maybe five miles to catch ten cents a gallon, but some of you probably wouldn't drive more than four or five blocks for two cents if you think there's some differentiation in that. Now, I ask the question then, how loyal are you to your local gas station? And that probably is dependent upon if whether or not your store has some kind of agreement with it where you can bill your gas for your service trucks and your rolling stock to that store and they build a dealership directly, you don't have to use a credit card to do it, but as you look at it, how loyal are people? Why and why not? And I think what you found is gas stations became generic and because they became generic, they didn't differentiate themselves in product, although some of them tried, but they didn't differentiate themselves in value. And so, now you just go to the lowest lowest price station and of course what's changing about that nowadays is now they're all doing a quick trip or a 7-Eleven or they're trying to provide other areas to provide a value and buying milk or coffee or something like that to make it a convenience store, but gas now has become generic. And so, as you look at it, I'm going to ask you a question, I want you to mentally put in your head and that is what percent of the parts business do you keep after a machine goes out of warranty? Chances are it may only be 20-25% and if that's the case, then all you're doing is keeping the captive parts business. And if you're going to be growing your parts business, you're not going to grow it through the captive parts business unless you have a tremendous upswing in units that have been going new wholesale and used units that are going out into your marketplace. And since the industry has been slow for a number of years and is now starting to pick up, yes, you may see some parts business pick up because of some new units going out, but you're going to grow your parts business in the competitive parts business and as you can see, if you're not getting that business right now after it goes out of warranty, that's where your biggest opportunity is. In today's technologies, your parts and service business can be quickly rendered generic, especially the areas where you can grow your business unless you use those technologies with a relationship building to differentiate yourself as a superior value. And so you can't overlook that with these technologies. In fact, these technologies calls us to arms, if I can call it, position it that way, to do a better job of building a relationship with our customer and differentiating ourselves as a superior value. Now, customers will do this to you on e-commerce and this is their mentality. They can research you, compare you, price you, look and see if anybody has anything good or bad to say about you without feeling any pressure to say yes to you. And then they can say yes to you. So as you can see, because our component still has a relationship or our retail, industrial retail, still has a relationship component in it. We still have a chance to affect their image, value and also their perceived image value and success. And so that's really where we want to focus ourselves on that perception and then follow through with real value and that will lead to both of our successes, our customer successes and our store successes. Now, when you do these kinds of things, there are some non-technology things you need to do to make sure that your use of technology becomes more effective. One of the first things, as simple as it may seem, is you need to have a bright, clean store, a clean parts and service, easy to find parts and service, friendly to walk into parts and service areas. And I want you to think for just a second about your most favorite call-out food restaurant. Okay, when you call them, what do you see? You visually have an image of them, whether you realize it or not. What do you see? Do you see the voice that you hear? Do you see the store where you walked in and picked up the food? That is, you've got to start setting your image with the very few visual contacts that you have with those folks that are using e-commerce in our business. The second item that you need to do is that you need to have a parts desk or counter that is able to engage the customer for related item selling. Now there's a couple of reasons for this. One is, you need to be the expert and you need to give them a comfort level that you're not trying to push unnecessary parts in the sale of the reason they come in. And when that customer can see the same schematic that you're looking at, and when you ask him, do you have it a part yet or does your tech have it a part yet, and he says no or he says yes, and then you can say, is that the part you're looking for? He says, yeah, that looks like the part. Then you can go to all the related items around that part and say, have you checked this part? Generally we find that all these things are necessary to complete the repair properly and so forth and so on. So you need to have your counter or your live person there, an opportunity to help them see how related item selling works and have a comfort level that you're only selling them what they need. Now you may also say, well I've got tons of parts runners you know we hardly ever see the guy that normally comes in that orders the parts but generally what happens if you've had a part runner in, that part runner is already ordered, I should say the owner is already ordered, the part runner comes in, what I would do is flip that screen around and say, here's the part that we got for you that was ordered. By the way, that's where the part come, we've also sent with you these parts to make that compare complete. If there's any other questions let us know, do you know for sure that we've got everything you need? And so now what you've done is help people visualize what you're doing and verify that you did the right thing the first time as the owner originally ordered the parts. The next item that you're looking at is you really have to have a very, very strong and professional phone presence. If you don't, then what's going to happen is every time they call, that's going to be the visual image. So if you got somebody with a really bad phone voice or a very bad personality on the phone, you're going to have your image, your internet image set by that call and so it's really important that you have really good etiquette. I don't know how many times I've called all kinds of dealers and I get parts or I get what do you want or service. It doesn't inspire confidence and professionality and as a result it sets an image in my head of who and what I'm talking to and whether or not I can provide value. Of course your parts fill rate becomes really critical as you look at it because that sets, I know I can trust these guys. Every time I've had key parts that I need, they've always had what I needed and of course your service center needs to have quick, efficient response times. That also gives them a confidence level in your facility. Now I want you to take a look at this picture. Old gas station, they sell, it looks like it was a quick trip, right? Now, once you've visually seen this once, every time you pick up on the phone and call them, how do you feel about their ability to serve you, versus how would you feel about this group serving you? So while you may say, oh, are you talking about I have to have a neat, clean facility and all those kinds of things? This is the image that your customers have when they call in or they pick up their keyboard and start pounding on it, or they pick up their smart phone and start searching for a part. If this is in their head, then they may come and say, you know, I'm going to check this because they've made an impact on who I am and what I'm thinking about. So the other things that you have to do is then set the perception that you're a value in parts. Now I believe that you should probably advertise a rotating competitive parts. I'll call them low margin leaders. I don't like to use the term loss leaders like some of the consumer retail organizations do, but I'd much rather use a low margin leader. And what you're trying to establish is they search the internet and compare parts. You want to be close. If you're $0.05 or $1.00 or so off from another place and they think that you have better value, they're not going to drive that four blocks to get the $0.02 savings. So as a result then, what you're trying to do is set a value image over the internet. The other thing that you have to do to be effective is you have to be very disciplined and have somebody responsible for keeping your contact list updated, your phone number and email addresses updated. As you noted earlier, 17% change their email address every six months. And I believe it was probably 30% every year, or excuse me, 42% or 44% every year. So it's really important to have this administration piece going strong. And then you want to look for marketing strategies that provide perceived value. On the internet and on websites, some of those strategies are discounted shipping or free shipping and handling, order discounts, easy returns, those kinds of things so that you can create a value electronically. And then there's some non-technology tactics in our business that you need to have in place or take advantage of or put in place if you're not already using them. You need to have a very extensive, especially in our industry, where downtime is so critical when they're out on a job. A systematic machine inspection system, a program with a follow-up system right behind it. And there are...this is really, I think, critical, really critical if you want to maintain that competitive parts business. There are some of you that have probably parts sales and service, you know, you've got a lot of salespeople that are out constantly calling in customers. And they should have a systematic approach when they walk on that customer's field of operation wherever he's at or in his place of business. And they should be...there should be walk-arounds of machines. There should be pulling serial numbers. You should be looking up then what kinds of parts that you can supply even if it's a competitive machine for them and how to grow your business. And of course, a complete offering then of machine maintenance programs becomes your number one tool of maintaining those competitive parts, services, and values. You also should have, if you don't, a contact system for your A customers. And I'm going to put potential A customers. That systematic approach should be every two weeks or a monthly contact of those customers in your area with a complete record of their machine inventories with what I'll call your serial numbers and all that, even the competitive machines. Now I know some of you have customers that go across five states. I appreciate that. What you need is the vehicles that are in your state or in your trade area, don't worry, and be aware of those because you can sell service programs. You can sell competitive product, oil filters, air filters. Most of you have air systems that you use that you got to have dryers and all those kinds of things. All those things use, I'm not going to say generic parts, but competitive parts where you can source them from more than the OEM. The other thing that you should have then as you look at it, you should also be looking at a B customer list and a periodic visitation of those folks too on a regular basis. Of course, you want to do those probably in a quarterly or maybe every two months depending on whether or not they're a customer or a potential customer. Again, all the personal visits and the personal contact is to develop an image and to develop a relationship. Then you can use your technology to develop the value because now they know who you are and can have confidence in what you can do for them. Then finally, your C customers, you want to look for the up and coming ones and get as much information from them. You'll use them as a regular electronic contact and of course, your D customers, the ones that pop in and you don't see them very often. Again, you can use them as electronic contact, but you want to look for the up and coming ones of the C customers because they're going to be the next series of B customers. They're also, for the whole goods people, if they're awake and not asleep at the wheel, they know that these are the guys where I can take my used equipment. I want to start to develop a relationship with them because it's harder to sell new equipment if I've got used equipment backing up on my lot. As we look at that, let's see what kinds of technologies that are out there that might be useful to differentiate you from the rest of the crowd now. One of the things that you want to have is the ability to launch your OEM catalog system from the portal or from your portal or from your website. You may have some restrictions on how they get to it to protect yourself as far as allowing other people to use it inappropriate, but the end customer can view that same schematic catalog as you. There's technology out there that as that catalog is launched, it can also launch a phone call for technical support from a trained parts person. If you have somebody searching the Internet or looking for a part for their machine, you might be able to have one up and sell more parts by being able to do that. Of course, there are systems out there that allows you to launch that schematic based on the serial number and the model of the equipment. It makes it easier for the end customer to use. If you've ever had to do some shopping on the Internet, you know how important ease of use and convenience is to make it work for you. It also helps along, eliminates wrong part ordering scenarios that you might run into. Ease of use function also should carry into things like, and there's technology assistance to reprint invoices without anybody helping, electronic payments fully or partially using credit cards or ACH transactions. All those are things that if you're not already doing, there are things that you need to start investigating as you get into the differentiation and providing value using technology and relationships together. Customers should also be able to view through your systems any transaction quotes they have, any orders, invoices for any department, their equipment, their parts, their service, their rental departments. I don't know if any of you are big into lease. You may do most of it in your rental areas. You also want to have the ability, if you have special pricing for certain customers when they put in their access codes and things of that sort to see these transactions and view their status, it automatically prices their parts and everything also at that same pricing level. Also, you need technologies now that allows you to quickly view your own equipment, your rented equipment that you have out there and any maintenance alerts or reminders that are coming up so that your service team efficiently services that and of course, you understand that your service department is your biggest customer. Anything you can do and any system that can... ...or parts. Now, I guess the rule of thumb that I would use right now is somewhere between for every service dollar that goes out the door, you sell about three quarters, 75 cents to a dollar's worth of parts. So, having...making them more efficient only will increase your ability to sell more parts and of course, you need to know about the preventive maintenance, field campaigns and service repairs and those are the kinds of things that help your field ratios and things go better when you have better visibility of those items. Also, when you tie that and then your equipment telematics ability and some of you are probably already using telematics depending on your OEM vendor but there are now business systems out there that will do telematics independent of the OEM. So, you have the ability to update a location, meter reading and service interval and is valuable when you tie it to a maintenance and inspection program. Telematics is going to get bigger and bigger. It helps you locate equipment but it also lets you see if the customer gives you the access to the meter readings and service intervals and anything that might be going on with that machine that would require service or repair. There's technologies now that you can take a look at that have Bluetooth and hand-free voice recognition programming. Technicians can do complete inspections and sales people can do complete inspections without touching a keyboard, records it. Service technicians can do a full report of what they did on a machine and repair without touching a keyboard and the service manager doesn't have to go through and rewrite it or your warranty writer doesn't have to go through and do that. So, this allows them to operate faster and of course the more inspections that you can do, it increases the ability for you to sell more parts. And of course, there's technology out there doing RFID tags for parts and equipment. I don't know if any of you are using that currently in your inventory on location but with these tags, you will actually be able to stock inventory out on your really super large customer sites and that gives you increased value and it gives you also inside track on those highly competitive consumable parts because it's on hand, on site and with RFID technology, a once a week or a once a month visit, you have a quick inventory and then you have quick inventory process that will automatically invoice to the customer the usage of those parts. The other thing that you want and want to take advantage of the new technology out there is websites that have an analytic and business systems that have the ability to do the analytics of the website. So, it gives you cart abandoning ratio. They were going to buy something but decided not to or they were doing an investigation. You can start to see and start to investigate what people don't buy from you by understanding that ratio. The amount of time they spend, the frequencies that they hit, products that they viewed so that you can do target marketing to that email address based on that product and you can also take a look at the type of device access ratio. So, was it a smart phone, a tablet or a laptop? All those kinds of things that give you more strategy or tactics or provide you a tactic list that you can use to improve your parts sales. And, there are now systems out there that will recommend upselling a product listing. There are business systems that will take the single parts of the many, which means especially in related items selling, if they identify the part they need, then it will automatically recommend these other parts to complete the job. Or, it can also do what I'll call suggestive selling. And, of course, you can do that with some of the things that you found out from your analytics as you move forward. And, as a result then, you can personally target it, market the different products and promotions for a specific product to a customer based on his machine population or whether it's a rental promotion. You've got now some rental history and whether it's a PM or a customer that does preventive maintenance programs without using one of your dealership techs. And so, as a result then, you can gather and collect and you need systems that allow you to do that kind of thing. The final thing is an open architecture technology system. A lot of business systems nowadays have been built on old architecture and there are new systems coming out that are more open. And so, you can do microservices and you can do business-to-business services and a customer can take his system and punch in on a shopping cart directly without going through some special, another portal to get there. And you can provide security and things of that sort all through the system itself. So, it becomes an easier usage. You can give them more security. And, as a result, there are systems out there now that can develop the technology that allows you, you develop the relationships with the few visits that come into the dealership with the multiple onsite visits that you do and additional services that you provide. And then you use this technology to ramp up the volume of even the competitive parts because you've provided better value and it's easy for them to do business with you and they have access to all their records and businesses. Now, I know we're moving pretty fast and we've covered a lot of stuff, but let's just quickly summarize. If you're using your website and internet to sell parts, a couple of things that you want to keep in mind. You need to feature clean, professional images of the distributor, facility, and personnel on your site to give them confidence and help people see. And you have to have clear descriptions and make it easy to use. You want to promo and rotate low-margin competitive product on that site to entice people into the site and to give you an image of low-cost, great value pricing. They don't see you as a high-price leader or they just don't discount you because you're an OEM and you cost too much for especially those consumables that they walked away from you on as soon as the machine went out of warranty. You want a site that's easy to navigate. You want concise product information with features and value benefits, but you don't want it too wordy and you want it easy to do business, you know, buy, pay, ship, easy to return. And they have to be accessible. You have to write it and make sure that the downloads aren't so big that your phones and tablets can't handle it. You want to be able to track and collect key metrics so that you can follow up with an internet tactic and strategy. You want to launch product promotions based then on this key tracking information through your internet activity. And the other thing that you have to keep your eyes on and actively manage is the good and bad customer reviews because one person can give you a nasty review and it's hard to get it off there. You need to watch that and watch the social network media so that you can keep your eyes on it and see how it works. Now, if you're using your business system as a tool to sell parts, here's some things you want your system to do. You want to use outstanding phone etiquette to set up the image again. And then you want to make it easier for your best customer, the service department, to do business with you. And, you know, quite frankly, if you're large enough as an organization, I wouldn't want my service tech to ever leave his bay. My parts folks would be out there helping them order, making sure they're not ordering too much, making sure they're ordering enough of the right products, and making sure that they're as efficient as possible. And then I'd be also sharing with my service techs suggestive items that are on special this week so that they can suggest that to the customer as they finalize or the service manager or whoever's doing the final closeout of your work order to call customers and just suggest it to help on some of those items that they can help close for you because it's just part of the ticket. It should offer a wide range of inspections and maintenance and preventive programs, and it should be able to track machine populations through telematics. And you need to start looking really stronger into that. Your OEM is already pushing that, but you need to also be looking at the capability of doing, let's say, competitive OEM folks. And there are some systems out there today that will allow you to do that. And, of course, the target market, your parts and service preventive maintenance packages and special. And, of course, you absolutely need a dealer business system that will allow you to easily identify A, B, and C and D level customers, keep track of them, keep track of their fleets, record their fleets, understand all the contracts that are out there, all the rental equipment they have out there, any service PMs and inspections that are going on with those customers, then the ability to assign and keep track of when those service intervals are and maintenance intervals are to help you increase the sale of your parts. Some other things that, you know, the business system continued. Every customer visit, you should be doing machine inspection but have the ability to have vocal software, Bluetooth capability, and RFID technology so you can keep track of these machines and make the inspection or make your service record and make your tracking of inventories easier and faster so that you can spend your time doing service. Also, your system should have the ability to go in and a customer can go in and print his invoices, do electronic payments. It keeps track of his credit records and it helps everybody in the dealership work faster and more congenial with the customer in the area of finances. And, of course, you want the system to be able to launch schematics, related item sell, maybe even suggestive sell for you remotely even if you're not online and also be able to launch the call to keep your parts people involved in that search when they're looking at especially what we would call captive parts for that machine. And, of course, these systems, they allow you to more easily track parts remotely and stock parts at customer locations, especially those big locations. They're billion-dollar customers for you and those kinds of things. Now, if you're using email to sell parts, then you want to leverage those key metrics that come off your website, which we talked about earlier. But then you want to also then put systems in place to constantly collect and update contact information. Finally, you want to use the same system then to view, participate, and respond to social network sites. If you're following that, and some of you may even be on Facebook right now as a store or as a dealership complex, but you want to track those sites and be aware. And if your customers allow you to follow them and do that kind of thing, be aware of what they're saying in their tweets. Then personalize and target a marketing program that highlights certain promotions based on machine pop, the parts that they were looking at on the website, rental promotions, rental history, preventive maintenances, all those kinds of things can be done then with your email offering that option. And don't forget, remember, it's the line up front, that stock line, that information line of that email that customers make a decision to either put it to spam or to open that line or to just delete it. So it's important that you spend some time in that area. And, of course, I would suggest that you offer a parts or service, a little margin special each month to try to generate increased business there. And provide customer set. And the other thing you want to use your email system for is to identify customer satisfaction or dissatisfaction, keep checking on it, get that feedback, and then try to grow customer relationship, loyalty, and value. Wow, we've really gone through a lot of things quickly, but, you know, technology, in summary, technology can be exciting or it can be frightening. I would suggest you embrace it. The more you embrace it, it'll be exciting and it'll give you an opportunity to be a leader in the area and then you can define and design how that technology is used. Our business still depends on relationships. So to provide value. And so that gives us one up. And so with technology, your non-tech actions become more important than ever before. Tactics needed to be well thought out and designed so that technology then can enhance that tactic and continue to build and develop on that relationship. And technology is available today in your business to enhance business and relationships with your customers to make both more successful through improved value. You know, as I look at it, if I was looking at a day in the life of a dealership, I can see a day where telematic tells a tech that something's about to go wrong with the machine. It notifies the tech. The tech finds out the machine, where it is, and he is led to it by his telematic information. The tech does an inspection through his Bluetooth, his voice activation Bluetooth, and a diagnosis by the machine and serial number. And as a result, then, it starts to lay all his paperwork down automatically through that. The tech pulls up the schematic on his notebook or his laptop by the machine and the serial number. That launches a phone call to the parts department at your store. And together, then, they pull up the same schematic. They look through it. They look at the parts that are required. They make sure they have enough parts, they have the right parts. At the same time, that customer's name comes up. You can see all the credit issues that they have and the way that he should be billed. And it also automatically writes out that particular customer's parts matrix and feeds that back and sends that estimate back to the tech. The tech gets the sign-in on the agreement and takes a form of payment. And then the parts specialist pulls the parts, loads those parts on a drone, and that drone uses telematics to ship it to the tech. The tech does the work, finishes it up, gets the sign-off on the customer. The customer is automatically invoiced with that process and closes the deal. Now, that sounded like a lot of stuff. But do you realize in all those scenarios I just covered with you, the only technology that isn't being used today that can do all that is the use of the drone carrying the parts out to the service tech out in the field. So technology is there. And if you embrace it with a boldness and with an enthusiasm, you will and can create success through change and innovation by developing better relationships and customer loyalty with that. Thank you, and I'd like to turn it back over for any questions. Thanks, Bill, for a great presentation. I don't have any questions in the queue right now, but I think we're right at our time limit for the webinar. I do want to tell people that Bill obviously has his information up on the screen, so I would recommend that you contact him with any questions, if you have, following the webinar. I just want to thank everybody for participating and hope they have a great day. Thank you.

technology

innovation

e-commerce industry

relationships

value

smartphone usage

social networks

online presence

email marketing

customer relationships