Bruce Croxon headlines at TADA event

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Dealers got a dose of inspiration at the second Trillium Automobile Dealers Association (TADA) Auto Dealers Innovation Series when they heard from Bruce Croxon, a former “Dragon” from the hit CBC reality TV show Dragons’ Den.

Croxon, best known as co-founder of Lavalife, shared how the company rose to success and also how it was able to overcome obstacles. Croxon’s family also runs the NewRoads Automotive Group in the Greater Toronto Area.

While Croxon admitted he’s had his share of failures, he’s always tried to stick to his core values of teamwork and open mindedness. He’s a big believer in the performance management system, in which businesses note four or five tangible goals they want to achieve in a year that will help them achieve a three-year vision, and use bonuses as a reward.

“I believe cultures are the things that get you through the ups and downs,” said Croxon.

He also acknowledged we are in a profound period of change in which everyone is connected via their smartphones — and there’s data galore. “It’s an unbelievable time to be a consumer,” he said.

For the car business, changes in technology have shifted the power from the dealer to the consumer, said Croxon. Consumers now have the power in that they don’t need information from dealers or need to put up with poor service, he said.

While that might sound scary, Croxon said there has never been a better time to build a personal relationship with a consumer, even if it’s not in person, by taking advantage of technology.

Croxon also invited a surprise guest onto the stage, his father Noel and a past president of TADA, to further inspire dealers on how he started with nothing and ended up with a multi-million dollar dealership empire.

A dealer, vendor and OEM panel moderated by Michael Cirillo, Co-Host of The Dealer Playbook Podcast & President of Flexdealer, explored changes in technology and how to adapt and succeed.

Later in the afternoon, Erin Elofson, Director of Financial and Automotive Services at Facebook Canada, will talk about the ways dealers can use Facebook to connect with customers and target them.

Mike Badour, General Manager of Business Development — Direct Marketing at Canada Post, will tell dealers how to make their marketing initiatives work harder and smarter.

Formerly known as the Canadian Digital Dealer Conference, this educational series was renamed to better reflect a wide range of content related to marketing, sales and technology. This jam-packed day long conference is aimed at decision-makers who are looking to adapt to changes in technology and innovate in the digital space.

Canadian auto dealer will provide updated coverage in next week’s enews edition. Look for in-depth coverage in the October issue of Canadian auto dealer magazine.

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