Leadership Mastery

Automotive Management Workshop

Tuesday, December 12, 2017

Session #1 | 9am - 1pm |

Recruiting & Motivating your team


VIP Lunch | 1:15 - 2:15  |

Dealer Panel & Best Practices


Session #2 | 2:30-6:30 |

Sales & Marketing to maximize your profits 

Sheraton Hotel Atlanta | 800 Hammond Drive Atlanta, Georgia 30328 | (404) 564-3000

Recharge Your Management Battery

You'll feel re-energized and become more focused as you learn the best practices that are helping other dealerships avoid the common stresses that hold their store back and limit their growth.

Improve Your People & Then Improve Your Profit

There is always room for improvement, and growth starts with your people. Learn how to attract, onboard, and motivate a team of top performers who build a business within your business.

Sales and Marketing Strategies

Does your marketing message attract transactional buyers instead of relational buyers? Learn how the most profitable dealers focus on their highest valued customers and create Raving Fan Advocates!

This full day event is separated into 2 main sessions, and a VIP lunch session:

  • Session #1 (9am - 1pm) Recruiting & Team motivation
  • VIP Lunch  (1:15 - 2:15) Dealer panel discussion
  • Session #2 (2:30 - 6:30) Sales & Marketing strategies

SESSION 1 - Recruiting & Motivation

December 12 | 9:00am - 1:00pm    

  • 10 creative & free places to find candidates
  • How to recruit rock stars
  • Applicant pre-screening practices
  • Onboarding & setting expectations
  • How to reduce turnover dramatically
  • Coaching and performing one-on-ones
  • Motivation with non-monetary rewards
  • Get the most out of your team while they are at work


The biggest expense a dealership has is a salesperson who doesn’t work or the one they hire who doesn’t work out. The cost is in TIME, ENERGY, LOST SALES and DEMORALIZED TEAM!


This session focuses on the proven principles of recruiting and motivation to reduce wasted time, energy, money and resources on unproductive salespeople and grow your team!

SESSION 2 – Sales & Marketing

December 12 | 2:30 - 6:30pm 

  • Social media marketing = SALES in today’s market
  • Online reputation management
  • Creating community-based marketing
  • How to increase referrals by 400%
  • 20 zero cost traffic creating ideas
  • Creating a “Raving Fan” sales experience
  • Maximizing your highest value customers
  • Close more deals for higher profits


The second greatest expense to a dealer is the loss of revenue due to ineffective marketing. Advertising is also wasted when your sales people lose customers that you brought in.


This session will focus on psychological principles of sales & marketing that generate loyal clients and do it by leveraging your two greatest assets - your people & your customers!

Jonathan Teaching A Class

Ask Jonathan Dawson what his mission is and you will always get the same answer: “I’m trying to save the world, one salesperson at a time.” His passions are teaching truths that TRANSFORM, coaching that creates CHANGE, and influencing that leaves an IMPACT.

Jonathan Dawson offers dealerships Sellchology - "Selling through psychology." Selling through psychology means anticipating the questions and concerns of customers and the marketplace and addressing them before they become an issue.

Sellchology helps salespeople and managers become more effective because they are appreciating the customer's questions and concerns rather than trying to manipulate or control the customer through the process. By helping the salespeople and management understand the "why" behind techniques, they have a greater sense of confidence and are more empowered to be creative problem solvers.


Featured speaker & contributor at:

  • NADA Convention
  • Forbes online magazine
  • CBT News Magazine
  • CBT Online Magazine
  • Social Proof Selling Seminar
  • GADA Annual Meeting (2015)
  • Six Figure Sales Conference
  • Driving Sales Executive Summit
  • Digital Dealer Conference 
  • Automotive Super Conference
  • NADA 20 Groups 
  • NCM 20 Groups 

Sellchology by the numbers

Dealers we've worked with

Through our regional and national conferences, our online university, and our in-house programs we have served dealerships from 38 states. From dealers with 3 salespeople to auto groups with 300, we know each store is different and yet they all have similar challenges.

Years of serving dealers

Though Jonathan has been teaching psychology of selling for over 2 decades, he's been exclusively working with dealerships since 2002. He is devoted to our industry and to helping dealers have breakthroughs and dealerships break records!

Reason why we do it

Our Mission:

"To save the world, one salesperson at a time."

Jonathan is a Speaker & Contributor for...

Ready to learn the