The McDonald Group, Inc. Institute for Dealer Development


The Master’s Program in Dealer Management Workshop

Formerly: Asset and Revenue Center Management Workshop

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The 3-Day in-Company Workshop with Walter J. McDonald

  • Customized Workshop for the needs of Your Entire Equipment Dealership Management Team: Parts, Service, New and Used Equipment Sales, Rentals, Information Technology, Finance and Accounting Managers, Customer Service.
  • Program Benefits for the Dealership:
    • Quantitatively Benchmark Operations against High-Profit Dealers
    • Qualitatively Audit Best Practices in Each Revenue Center
    • Strengthen Machinery Sales, Margins, Deal Visibility and Closure Rates
    • Improve Dealer Profitability, Cash Flow, Return on Assets
    • Sharpen Teamwork, Build Management Problem-Solving Skills
    • Build Momentum Required to Achieve Aggressive Aftermarket Service and Parts Sales, Gross Profit Margin Targets and 100% Absorption Rate.
    • Create a Roadmap for Building a High-performance Organization
  • Assess Utilization of Information Technology as a Competitive Weapon

Workshop Highlights...

  • Work as a TEAM to Audit each Revenue Center’s operations against our detailed high-performance dealer BEST PRACTICES checklist.
  • Identify and discuss the critical success factors for each Revenue Center that contribute to enhanced cash flow, profitability and improved market share, especially After-Sales Operations.
  • Collaborate as a management group to develop ACTION PLANS to improve sales, profitability and growth in each Revenue Center. Build performance improvement plans critical to your success.

The Master’s Program in Dealer Management Workshop

Formerly: Asset and Revenue Center Management Workshop

The very best industry-specific machinery and aftermarket sales and operations improvement workshop for Company Executives, Location Managers, Department Managers and Financial Managers to help improve profitability, return on assets and cash flow, sharpen teamwork and build management problem-solving skills. We recommend the entire management team participate, working together toward overall improvement in each revenue center.

Workshop Format for Each Workshop Revenue Center Workshop Module

  • Mini-Lectures by Instructor
  • Team Assignments to Conduct Audits, Analyze Problems, Draw Conclusions
  • Team Reports and Discussions
  • Coaching and Critiques by Instructor
  • Take Home Remedial Action Plans Developed by Each Revenue Center

3-Day Workshop Agenda...

  • Customer Service & Retention. Complete a Best Practices audit of your customer service operations. Learn how to structure a highly effective Customer Retention effort throughout the entire dealership. See results from The McDonald Group’s studies on why customers leave. Examine how equipment customers define VALUE. Identify performance standards and tools essential to manage Customer Expectations and maintain high levels of Customer Retention. Build programs to improve “Value Delivery” in every customer interaction.
  • Parts Operations. Conduct our 93 question parts operations Best Practices Audit. Review the SIX STEPS to significantly improve parts revenue and service levels. Learn how to avoid large cash traps in the parts business. See how to calculate if the proposed discount is a “good deal.” Discuss the most successful aftermarket Parts marketing and sales techniques available. Examine how to eliminate dead stock, improve off-shelf fill rate, turns and optimize margins. Set up incentives that work for each parts department employee. Learn how service and parts can better collaborate for mutual success and greatly improved customer satisfaction.
  • Service Operations. Complete our 177 question service operations Best Practices Audit. Learn the FIVE STEPS to improved productivity and profitability. Discuss how to reduce rework, improve field service technician productivity, and raise customer satisfaction levels. See how incremental service billings yield huge revenue gains. Evaluate the critical balance between shop billing rates and labor productivity. Examine field-proven aftermarket Service marketing and sales techniques. Examine how to increase schedule maintenance.
  • Used and Reconditioned Machinery Operations. Conduct a Best Practices Audit of your used and reconditioned equipment operations. Examine the Seven AXIOMS for a highly profitable used equipment business. Discuss successful techniques for improving inventory turns, margins, used equipment appraisals, buying it right, target marketing, inventory control and prospecting.
  • Rental Equipment Operations. Conduct a Best Practices Audit of your rental equipment operations. Examine successful practices in equipment rental market assessment, revenue and profit control and, rental costing techniques. Discuss our rental trouble-shooting checklist, recommended rental polices and procedures. Examine how to track utilization, control maintenance costs and optimize profit contribution.
  • New Equipment Sales Management. Conduct 161 question audit of your sales operations. Discuss Team Selling with product support, return on assets and margin improvement strategies. Review how Team Selling gives you a strong, competitive edge. Build account intelligence profiles essential to success of each dealer revenue center. Examine best industry practices to improve deal visibility and profitable market share, achieving sales and profit performance benchmarks.
  • Building the After-Sales Marketing Strategy. Establish Aftermarket Product Support as a barrier to competitors. Gain insight into what customers expect and how to respond. Structure Product Support as a significant VALUE-ADDED factor in New, Used and Rental sales effort. Examine how team selling boosts profitable sales. Create high-impact, high-return aftermarket marketing service and parts sales tactics based on overall assessments completed during this Workshop.
  • Strategic Action Plans for Improvement. Develop practical Management Action Plans to improve sales, profitability return on assets and positive cash in each Revenue Center with priority given to Aftermarket Marketing. Learn how to determine Financial Impact of proposed actions, create steps to achieve your objectives. Project Development Coaching assistance provided by the Instructor.
  • Major Class Project Assignment. Prepare and present a detailed take home profit improvement Action Plan to increase retail margins, improve return on assets and cash flow in your area of responsibility. Resources include McDonald texts, workshop materials and project exercises plus numerous industry publications by The McDonald Group, Inc. Private coaching support for this important assignment will also be provided by your instructor.

Workshop Texts:

The 4-volume set of The Master’s Program in Dealer Management texts will be used in your session to provide resources for assessing dealer problems and providing appropriate remedial actions.

4-volume set of The Master’s Program in Dealer Management - McDonald Group Inc

“The completion of The Master’s Program in Dealer Management” will be like adding ten years of experiential knowledge to your middle management team. There will be a significant increase in dealer financial performance when these practices are put into play.”
--Walter Clark, General Manager, C.I. Walker/Whayne Supply

"These are the only independent dealer operations manuals dedicated specifically to the materials handling lift truck industry we are aware of.  Walt has collected over forty years of dealership ‘best practices’ and assembled them into a series of easy-to-follow workbooks.”
--Bill Ryan, former President LiftOne LLC, Industry Advisor tdtOne

Preparatory Exercises...

In order to get the most out of the program, participants are asked to complete a set of preparatory readings and exercises including special Quantitative Benchmarking Audits for in each revenue center. We will help you interpret your benchmarking scores against high-performance, high-profit distributors. The Study Guide is for short reading assignments. You will gain an excellent head start on the workshop discussions by completing these exercises. And, your Instructor, Walter McDonald, is available to assist you with any aspect of this preparatory work.

Recommended Additional Texts for The Master’s Program Workshop:

  • Developing the Leader Within You by John C. Maxwell, Thomas Nelson Publishers
  • Delivering Knock Your Socks Off Service , by Performance Research Assoc., AMACOM
  • Why Employees Don’t Do What They’re Supposed to Do by Ferdinand Fournies, McGraw-Hill
  • The Industrial (Marketing) Revolution by Jared R. Fabac (How technology changes everything in marketing.)

Here is what participating managers say about their McDonald Group Workshop:

“Working as a distributor management team allowed everyone to see the details of other departments’ practices and created a team spirit of improvement. Seeing benchmarks for each department that were new to the group created new awareness for improvement potentials, which were unknown before the meeting. This workshop gives the benchmarks to to improve every area, particularly our aftermarket.
- General Manager

“The workshop built teamwork among our participating dealer managers and provided insight into the challenges faced by other managers in each of their departmental operations. This program is an excellent environment for creative thinking away from the office with no distractions.
- General Manager

“We were fortunate to have all our managers there. The preparation and presentations of our final Aftermarket Business Action Plans was an extremely important exercise for us. We learned a lot that is very helpful. The USB memory with all the management tools and resources was also very helpful.
- Location Manager

“The workshop gives you the opportunity to be exposed to potential solutions to common aftermarket problems (best practices). The Action Plans commit you to taking what you’ve learned and applying them to your unique dealership. I loved the different types of analyses: extremely useful and simple. The workshop workbook is great.”
- Controller

About Your Instructor


Walter McDonald - The McDonald Group, Inc

Walter J. McDonald, CMC, is founder of The McDonald Group, Inc., a private consulting firm focusing on distributor operations improvement, marketing and business strategies, executive education and development. Walter is a highly respected material handling, construction equipment, mining equipment, fire apparatus, machine tool, GPS machine control, forestry equipment, heavy duty truck/trailer industries and industrial equipment dealer management seminar leader. In addition, he has worked on numerous business consulting engagements for manufacturers and distributors helping improve manufacturer distributor relations, distributor operations, market share and profitability. 

Walter has authored and created more than 60 articles, publications and workshop programs. His work is frequently seen in Construction Equipment Distribution, Successful Dealer, The MHEDA Journal and Material Handling Business. He has been a Guest Lecturer at the American Management Association, Humber College (Toronto), Associated Equipment Distributors, Material Handling Equipment Distributors Association, Equipment Manufacturers Institute, and the American Rental Association.  And, he specializes in customized in-company dealer management development workshops.

Walter’s highly acclaimed seven-volume Master’s Program in Dealer Management is now available. Significant discounts available on  individual titles  and  two popular sets.

Since 1975, Walter has conducted over 2,650 management seminars and workshops throughout North America, Europe and the Far East. His construction and forestry equipment industry clients include Caterpillar, Caterpillar Compact Equipment, Trimble/SITECH, Komatsu, Komatsu Indonesia, Volvo CE, CNH, Ditch Witch, Vermeer, Vermeer S.E. Asia, Vermeer Australia, Astec Underground, Ingersoll-Rand, JCB, LBX-Link Belt, Pettibone, Bobcat, Bobcat Europe, Bobcat Far East, Deere CE and Timberjack.

Material handling, heavy duty truck, fire apparatus and industrial equipment dealer management training clients include Mitsubishi Caterpillar Forklift America (MCFA), Mitsubishi Caterpillar Forklift Europe (MCFE), PON North America, Hyster, Toyota Industrial Truck, Nissan/UniCarriers, Clark Equipment, Kenworth, Peterbilt, Freightliner, Mack Trucks, Volvo Trucks, Thermo-King, Pierce Fire Trucks, E-One Fire Trucks, Kohler Generator, Heil Trailer International, Elgin Sweeper, Schwarze Industries, Karcher Industrial Cleaning Equipment, Jacobsen-Textron and Valmont/Valley Irrigation, as well as numerous independent distributors.

Much of Walter and his team’s dealer management and operations development experience is captured in the McDonald Group Research Report,  The Manufacturer’s Guide to Distributor Development  . Please contact Walter for additional details.

Prior to his professional management-consulting career, Walter held several industrial sales, marketing and general management positions at the senior level including Vice President and General Manager of a $160 million electronics distribution company.

Walter received his Management Consultant Certification (CMC) from the Institute of Management Consultants in New York. He graduated Cum Laude from Louisiana State University, attended M.I.T.'s Sloan School of Management and pursued graduate studies in marketing and finance at the University of Chicago's Graduate School of Business and he is a Special Projects Consultant to the Boston Consulting Group. Walter is a veteran of the United States Navy.

Walter is happy to discuss any aspects of his publications and work with you. Just contact Walter at