Leadership Pathway
Session 2
Monday, Dec. 7, 3:00 - 4:30 pm
Develop the Constitution to Change
With Tony Gonzalez
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Change is the only constant in business — yet for most marine dealers, the hardest thing to change is themselves.
The next decade will bring the greatest generational transfer of wealth in history. By 2030, Millennials and Gen Z will be the wealthiest consumer class ever seen. These buyers don't think, shop or buy the way their parents did. They expect the speed of Amazon, the convenience of DoorDash and the on-demand simplicity of TaskRabbit. Furthermore, they outright reject the legacy models imbedded in your sales, F&I, pro shop and service departments.
During this session by veteran trainer Tony Gonzalez, you will delve into what the changing buyer means for the dealership and the leadership work it takes to respond. A constitution to change isn’t something you’re born with. It is built. Together, we’ll explore how dealership leaders develop theirs and guide their teams through uncertainty.
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Understand how shifting generational wealth will redefine your target customer and how you interact with them
Identify the convenience expectations driving modern purchase and ownership decisions and how to redesign your processes around them
Develop an action plan to improve your dealership’s change readiness within 30 days
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Tony Gonzalez is a Colorado native who loves being outdoors. When he is not working he can be found with his wife Amy and his two sons, Cruz and Diego. The family partakes in camping, bicycling, dirt biking as well as snowshoeing, skiing, and snowmobiling. Tony is a dedicated family man and puts everything else second.
Gonzalez began his career in the motorcycle industry when he was hired by Ed Lemco in 2004. A true student of the Powersports and Marine industries, he quickly became a sales trainer and a moderator. Gonzalez has a keen model to motivate his clients and is considered one of the best 20-Club moderators in the industry. Tony believes that his greatest accomplishment was recreating the environment that put the dealers first again. He is passionate about being a dealers advocate and firmly believes that his dealers are his family, not his clients.
