ESi's Bill Haas to Deliver Keynote at ATE

Jan. 1, 2020
Bill Haas, automotive coach, Educational Seminars Institute (ESi), will deliver a keynote address during the upcoming Automotive Training Expo (ATE).

Bill Haas, automotive coach, Educational Seminars Institute (ESi), will deliver a keynote address on "Rewarding Bad Behavior" during the upcoming Automotive Training Expo (ATE), March 1-3, in Seatac, Wash.

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Haas has an extensive background in the automotive repair industry, having been a technician, shop manager, parts counterman, shop owner and trainer. His keynote will examine the choices people make in terms of behavior, the examples they set by their behaviors, and the difference people can make with their behaviors. The keynote is sponsored by WORLDPAC Training Institute (WTI) and will take place March 2, from 6:30 a.m. to 8 a.m.

Haas also will lead a management session on "Selling the VALUE Nobody Can Compete With" to help attendees avoid price-based selling by learning to ask powerful questions when talking with customers.

In addition to Haas, ESi's Senior Instructor and Owner Maylan Newton will lead three management sessions during ATE. "Handling the Phone Shopper" will show how to convert callers into customers by using consultative and relationship selling to build trust. "Internal Sales - From Technician to Service Advisor" will cover the processes and procedures between technicians and service advisors that make a shop successful. "Hiring 101" will teach the basics of hiring the right employee, what to ask, what to know in order to get the right person for the job, and the value of testing.

Newton has more than 35 years of experience within the automotive repair industry as a technician, service advisor and service manager. He has been teaching automotive repair shop management for the past 15 years.

The ATE also will include a keynote address on "27 Ways to Have a Great Business and a Great Life," by Steve Beck, founder and president of Beck and Associates. Beck's address will be held March 2 from 11:45 a.m. to 1:15 p.m. In addition, ATE will feature more than 80 industry expert trainers delivering management and mechanical technical training, a trade show with the latest technologies, cutting-edge products and hands-on product demos, and exceptional networking opportunities.

For more information and to register, visit the ATE website,

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