DAVE BARKHOLZ

Demand demands more fly-ins

Dave Barkholz covers information technology for Automotive News
Don't tell DealerTrack CEO Mark O'Neil that this year's convention is sleepier than years past.

O'Neill said the dealer management system maker had to fly five additional sales people in from Salt Lake City Saturday because of customer demands for demos at the company's exhibit.

"We had to bring people in," O'Neil said as he waited for a conference room to clear of customers so he could conduct an interview.

That crush around DealerTrack and several of the IT vendors at the show contrasts with the smaller number of exhibitors this year and the absence of such biggies as GM.

DealerTrack is hawking a new vehicle inventory system that dealer personnel can get on their smart phones. DealerTrack has a special on DMS software that guarantees the company can cut a customer's costs by 50 percent or DealerTrack pays for a free month of service.

The company brought 73 employees to Orlando, including 60 sales reps. They'll be joined by the five reinforcements.

O'Neil said DealerTrack also booked four suites at a local hotel for customer demonstrations, some of which can take more than an hour.

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