Sellchology Founder Jonathan Dawson to Present Two Workshops at RVDA Convention/Expo

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(Fairfax, VA) – Jonathan Dawson, founder and president of Sellchology, will host two workshops on recruiting and the psychology of sales in the sales track at the 2021 RV Dealers Convention/Expo. The convention/expo will take place Nov. 8-12, 2021, at Paris Las Vegas.

Sellchology is selling through psychology. There are proven principles that influence and impact the way people think, communicate, buy, sell, set goals or perform daily tasks. Sellchology teaches salespeople and managers how to use these principles to create a truly unique buying experience for customers. This experience-based philosophy of selling generates incredible results for dealers.

“Recruiting: To Find a Needle in a Haystack, Light it on Fire!” takes place Wednesday, Nov. 10 from 9:00 p.m. - 10:00 a.m. This workshop examines ways to recruit high-quality sales candidates.

The learning objectives for this session include:

  • Tips for implementing the “needle” philosophy of effective staffing.
  • How to identify, attract and hire the most desirable candidates.
  • How to design a “road to the hire” process by using the provided 12-step method.


On Thursday, Nov. 11 from 9:00 a.m. - 11:45 a.m. Dawson will present “Super Session: Psychology of Objections - Prevent the Fires, Fix the Wiring!” Dawson, a highly sought after and internationally recognized expert in psychology of sales, will be a first time RVDA convention/expo speaker. He will explain how to avoid customer objections by fixing the communication issues that often lead to the objections in the first place.

The learning objectives of this session include:

  • A five-step approach teams can use to minimize or prevent objections.
  • The most common questions and objections that slow or stop sales process.
  • How to create a more stress-free sales experience for both the salesperson and the customer.


The RVDA Convention/Expo Committee is working to provide a variety of workshops and networking events that will aid dealers in building on an expanding market and interest in RVs and RV travel. The convention/expo is sponsored by RVDA, the National RV Dealers Association, RVDA of Canada, and the Mike Molino RV Learning Center.

Companies interested in partnership, sponsorship, exhibiting, and Vendor Training +Plus can contact Julie Newhouse at jnewhouse@rvda.org.

Visit www.rvda.org/convention for regular updates as the convention approaches. You can also get convention updates on LinkedIn, Twitter, and Facebook by following #RVDAConEx.