Upcoming Events, Seminars, and Conferences

Oct 14th: Southeast Toyota Sales Seminar - Tampa (private event)

Oct 16th: Sellchology Sales Seminar - Atlanta

Oct 21st: Southeast Toyota Sales Seminar -Tampa (private event)

Nov 7 &/or 8th: Sellchology Leadership Mastery Workshop - Atlanta 

Nov 11-15th: Used Car Week Auto Conference - Las Vegas

The biggest expense a dealership has is a salesperson who doesn’t work or the one we hire who doesn’t work out. The cost is in TIME, ENERGY, LOST SALES, DEMORALIZED TEAM, and the list goes on! This session emphasizes the proven principles of recruiting and onboarding that WILL reduce wasted time, energy, money and resources on unproductive salespeople and help you grow your team on purpose instead of on accident!


We all wonder, “What can I do to help my people get to the next level?” How often do you find yourself either frustrated or confused by the apparent lack of drive and motivation of some of your team members? In this session you will learn how to discover and unlock what motivates your people and how you can lead them to their next level because you understand the psychology behind their goals and what will drive them.


The second greatest expense to a dealer is the loss of revenue due to ineffective marketing. Advertising is also wasted when you bring customers into a process (or people) that lose the customer! The best advertising is “word of mouth” and this session is to learn psychological principles of sales & marketing that will generate long-term, loyal clients and do it by leveraging your two greatest assets - your people & your customer!

This is a 2 day private event for the Southeast Toyota Group. It is closed to the public. 

Bring your sales team to this innovative seminar to learn the psychology of sales and a modern day approach to selling and marketing through psychology.


The seminar is facilitated by Jonathan Dawson, an internationally recognized speaker, sales trainer and salesman who still sells cars! Jonathan is constantly given the opportunity to discover and implement new techniques that work in the real world of automotive retail sales at dealerships all over the country.

Dealers and Managers can use my  $0 cost Dealer Code: SellchologyUCW19.

Only dealers and managers are eligible to use this $0 registration code.  

When dealers/managers go to www.usedcarweek.biz, they will register for the:  First Block, which includes- Pre Owned Con.  At check-out they will use the SellchologyUCW19 code for $0 cost registration.

There is NO CAP on this, so please feel free to invite your key contacts, customers, prospects and more to join us.


Kicking off the "Dealer Training Tuesday", I'll be delivery the Keynote presentation to start the conversation about how dealers can be maximizing their resources and their people to dominate their market and grow profits. The full agenda can be seen here.


The annual Used Car Week Conference brings together all corners of the used-vehicle industry for 5 days of learning, sharing and networking. It covers a wide array of topics within 4 content tracks — Retail, Recon, Finance, and Marketing. Dealers will be given the tools they need to get more used metal rolling over the curb. From leveraging certified pre-owned programs to help cultivate relationships starting at the store website to the finance office to the service drive, Pre-Owned Con presents the intelligence retailers need to be have a more successful used-vehicle business. and Auto Finance — including the growing demand for certified pre-owned vehicles, automotive retail technology, used-vehicle supply trends, subprime lending, digital marketing. 

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!

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 by teaching them how to create raving fan advocates and out-experience their competition."

Jonathan is a Speaker & Contributor for...