Dealer Talk with Jen Suzuki is an Automotive Sales and Service Podcast and is a free educational series for Dealers, Managers, Sales Teams and anyone in the Auto Industry that has a desire to obtain information that will propel growth, lead the auto industry and invoke progressive strategies. We will educate on staying relevant, offer ways to improve vehicle sales and service, CSI and retention. Dealer Talk with Jen Suzuki is an Automotive Sales and Service Podcast. Use #DealerTalkWithJen
…
continue reading
1
GM’s and Sales Managers: This is a highly effective training activity! I use this too and it works!
15:25
15:25
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:25
In this episode, we're diving into effective appointment-show techniques specifically designed for general managers and sales managers in the dealership environment. This is a highly successful activity that can transform your approach to customer interactions and drive next-level success. Join me as I share powerful training and coaching technique…
…
continue reading
1
Order Takers Are Moving Out! Consider These Updated Interviewing and Onboarding Strategies
15:11
15:11
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:11
In this episode, we're exploring innovative strategies for interviewing and onboarding new salespeople in your dealership for 2024. As the sales process continues to evolve, it's crucial that our interview and onboarding practices keep pace. Join me as I discuss how setting clear expectations from the outset can empower new team members to understa…
…
continue reading
1
Unlock Higher Conversions | Personalize Car Buyer Engagement with ActivEngage!
46:16
46:16
Mais Tarde
Mais Tarde
Listas
Like
Curtido
46:16
Join us for an insightful episode where I sit down with Bill Reidy, VP of Sales, and Carol Marshall, COO at ActivEngage, a leader in people-powered messaging solutions for car dealerships. We delve into how personalized engagement transforms the car-buying experience, ensuring online shoppers feel valued and cared for. Discover the evolution of cus…
…
continue reading
1
Learn Smart Marketing: AI, Machine Learning & Market Strategies with Carla Wade! 🚗
39:55
39:55
Mais Tarde
Mais Tarde
Listas
Like
Curtido
39:55
Join us for an insightful episode with Carla Wade, Chief Revenue Officer at Lotlinx, to discuss the current challenges facing car dealerships in our "State of the Union" segment. With dealers scrambling to offload bloated inventories, we delve into the evolving landscape of automotive sales where traditional advertising methods are becoming obsolet…
…
continue reading
1
Driving Excellence: GM Practices for Effective Training in Dealerships From Top Auto Group Leader
43:44
43:44
Mais Tarde
Mais Tarde
Listas
Like
Curtido
43:44
Join my interview with Liz Hernandez, a powerhouse in dealership growth and training with the Morgan Automotive Group. With passion and energy at an all-time high, Liz discusses her tireless efforts to uplift numerous dealerships under her guidance. She highlights the crucial role of culture and leadership in driving success, emphasizing that when …
…
continue reading
1
Why Documenting Notes Is So Important for Dealer Sales Teams
16:11
16:11
Mais Tarde
Mais Tarde
Listas
Like
Curtido
16:11
In this episode, we dive deep into a crucial yet often overlooked aspect of the sales process: documenting notes. Whether you're a manager, a BDC representative, or a sales rep, this episode is tailored for you. I explore why documenting customer interactions is essential for improving sales performance and enhancing customer relationships. We’ll d…
…
continue reading
1
From Tesla to Dealerships: Denise Leleux, CEO on Mobile Service Success!
37:33
37:33
Mais Tarde
Mais Tarde
Listas
Like
Curtido
37:33
In this episode, we sit down with Denise Leleux, CEO of Curbee, a pioneering mobile service tech platform designed specifically for dealerships. After their successful time deploying mobile with Tesla, Denise and her team gained invaluable insights that led to the creation of playbooks and standards to help dealers seamlessly deploy mobile service …
…
continue reading
1
Welcome to VIP: Mastering the Reverse T.O. for Exceptional Customer Engagement
15:27
15:27
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:27
General Managers, Desk Managers and Sales Teams! Learn how to execute the reverse T.O. and set the tone for a car deal, a solid review and a repeat client! In this episode, I teach the art of creating a warm and welcoming atmosphere for car buyers through the innovative concept of the reverse T.O. General managers and sales managers this is the vit…
…
continue reading
1
The Power of Continuous Training & Team Development with 🥇Award Winning Manager, Mike Lucente
41:41
41:41
Mais Tarde
Mais Tarde
Listas
Like
Curtido
41:41
Quotes from guest, Mike Lucente. "Speed of the leader is the speed of the team", "Be more of a coach then a manager" and "Unrelenting in your vision." In an insightful interview with Mike, a seasoned manager at Alabama's largest Kia dealership, he emphasizes the importance of nurturing team members' success and fostering an environment of continuou…
…
continue reading
1
Embracing Change with Jen Suzuki | From Resistance to Resilience
15:25
15:25
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:25
In this power punched episode, I tackle the critical need for change in today’s fast-paced business environment! And this motivating epiisode is quick to the point and provides many examples to dial into for process improvement in your business. In example, salespeople lead customers through the sales process vs customer immediately all over you de…
…
continue reading
1
Mastering Service BDC Department Success: 10 Tips to Set More Appointments with Jen Suzuki!
17:58
17:58
Mais Tarde
Mais Tarde
Listas
Like
Curtido
17:58
In this episode, join me as I go hard into the world of service BDC appointments! I'm sharing 10 ways to get more service appointments and this epi is moneyyy! 💰 Dealerships are in a constant battle to secure loyalty from existing clients while also attracting new ones. At the heart of this challenge lies the crucial role of the service department,…
…
continue reading
1
Building Wealth and Brands with Lisa Copeland | From Top 1% Real Estate Agent
39:51
39:51
Mais Tarde
Mais Tarde
Listas
Like
Curtido
39:51
https://www.meetlisacopeland.com Join us for an inspiring conversation with Lisa Copeland, a top 1% real estate agent among 90,000 peers, co-founder of Cardone Mortgage, and host of *American Dream*. Lisa shares her remarkable journey from entrepreneur and car dealer to real estate powerhouse, emphasizing the importance of personal branding and the…
…
continue reading
1
Enhancing Dealer Valuations and Succession Planning with Dave Cantin
33:24
33:24
Mais Tarde
Mais Tarde
Listas
Like
Curtido
33:24
This guy is a blast to chat with! This episode is fast-paced and packed full of great info. I love this interview, Dave's energy & momentum! 🤩 He openly gives his expert advice based on what he is seeing with current dealers who are looking to sell. Meet Dave Cantin, CEO of Dave Cantin Group, a leading Strategic Mergers and Acquisitions advisory fi…
…
continue reading
1
Path to Sustainable Growth with Glenn Lundy | Building Teams, Volume Thinking, High Performing Business
42:16
42:16
Mais Tarde
Mais Tarde
Listas
Like
Curtido
42:16
I sit down with Glenn Lundy, the dynamic CEO of 800% Elite Automotive Club, newly accomplished car dealer, and esteemed motivational speaker. Glenn, widely known for his impactful shows like The Morning 5 and Rise & Grind, delves into the crucial distinctions between investing versus spending and balancing, urging listeners to change their terms to…
…
continue reading
1
Maintaining Loyal Clients in Service & Sales | Easy Actions That Impact Customer Retention and Satisfaction
15:56
15:56
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:56
In this fast-paced solo episode, I focus on the world of customer loyalty and the intricate strategies involved in creating and maintaining loyal clients. I share invaluable insights on the often-overlooked aspects that can make a significant impact on customer retention and satisfaction. With a keen focus on the service department, the episode del…
…
continue reading
1
Tips to Increase Line Items for Service Teams
11:25
11:25
Mais Tarde
Mais Tarde
Listas
Like
Curtido
11:25
In this episode, we will explore valuable tips and techniques for service advisors looking to boost their bottom line by increasing line items during service interactions when writing service in a car dealership. The Power of Personal Connection As a service advisor, the check-in process is your first opportunity to connect with customers and set t…
…
continue reading
1
Take Another Swing When You Get Appointment Pushback in Service & Sales
8:45
8:45
Mais Tarde
Mais Tarde
Listas
Like
Curtido
8:45
In this episode, I help you with a plan to address common objections and challenges encountered when attempting to schedule appointments with customers. Whether you're in Service BDC, a Service Advisor, or a Salesperson, this episode provides valuable insights applicable to both sides of the business, highlighting parallels in the appointment-setti…
…
continue reading
1
Racing to the Top with Jessica Colon | Sales, BDC & Leadership | Top 3 Kia Store in Country
49:13
49:13
Mais Tarde
Mais Tarde
Listas
Like
Curtido
49:13
Meet Jessica Colon @jcolon@citykia.com | City Kia of Greater Orlando has raced to the top 3 Kia stores in the country! She's amazing! A top performer! 🥇💯 In this episode, we delve into the extraordinary journey of a remarkable individual who has ascended to the pinnacle of the automotive world as the best Business Development Center (BDC) manager, …
…
continue reading
1
This is how YOU DO Inbound Sales Calls | Strategies to Mitigate Problems and Boost Conversions!
11:11
11:11
Mais Tarde
Mais Tarde
Listas
Like
Curtido
11:11
In this episode, I dive into the world of inbound sales calls, I say are the low-hanging fruit for increasing income and maximizing conversions in the car sales! Learn how to craft a sales process tailored to address common challenges encountered during inbound sales calls, such as customers rushing for out-the-door (OTD) pricing, seeking trade val…
…
continue reading
1
Unpacking FTC's Vehicle Shopping Rule: A Reynolds Legal Perspective on Compliance and Transparency in Auto Sales
30:26
30:26
Mais Tarde
Mais Tarde
Listas
Like
Curtido
30:26
📍Meet Guests at upcoming Reynolds Retail Summit Amplify24 ReyRey.com/Amplify Join us as we delve into the intricacies of the Federal Trade Commission's controversial Vehicle Shopping Rule in the automotive industry. In this episode, representing Reynolds and Reynolds legal expert Matt Chacey, Product Development Attorney and Sales Director for Comp…
…
continue reading
1
Answering "What's in it for me?" for Sales and Service Teams
16:33
16:33
Mais Tarde
Mais Tarde
Listas
Like
Curtido
16:33
In this episode, I get into a crucial aspect of sales conversations that can transform your approach to engaging customers effectively. For both service and sales teams, the question "What's in it for me?" takes center stage as we explore how to reframe this inquiry into "How will this benefit me?" to emphasize the specific advantages and benefits …
…
continue reading
1
The George Saliba Approach to Buying & Selling Cars on Social Media | Build a Following | Viral Videos
53:02
53:02
Mais Tarde
Mais Tarde
Listas
Like
Curtido
53:02
George@sellmyev.com | @georgejsaliba | J & S Autohaus | Sellmyev.com | J & S Mitsubishi I had a great time chatting it up with with George Saliba! He is a car dealer based in New Jersey who has taken the world of social media by storm with his innovative approach to content creation and marketing strategies. George shares insights into his journey …
…
continue reading
1
Revolutionizing Automotive Sales: Unveiling Jeff Ramsey's Strategies for Customer Engagement and AI Integration
50:19
50:19
Mais Tarde
Mais Tarde
Listas
Like
Curtido
50:19
In this episode, join us as we delve into the world of automotive sales with Jeff Ramsey, the Variable Operations Director at Ourismen Automotive Group. Jeff shares his invaluable insights on customer engagement and conversation strategies, shedding light on his unique mindset when approaching sales and CRM tactics. Discover how Jeff leverages AI t…
…
continue reading
1
Navigating the Evolving Car Buyer Journey with Cox Automotive | Car Buying Journey Study Findings
40:37
40:37
Mais Tarde
Mais Tarde
Listas
Like
Curtido
40:37
Free learning series - coxautoinc.com/thecompleteprofitpicture Join us in this insightful episode as we sit down with Jade Terreberry, Senior Director of Strategic Development from Cox Automotive Group to delve into the findings of their 14th annual car buying journey study. Jade shares valuable insights on the evolving landscape of automotive reta…
…
continue reading
1
Success Strategies for Frontline Excellence in Auto Service & Sales With CallRevu
47:52
47:52
Mais Tarde
Mais Tarde
Listas
Like
Curtido
47:52
Join us for an insightful episode as we delve into the world of service and sales department challenges and solutions with Maria Maleki, Regional Sales Manager, a seasoned expert at CallRevu. In this interview, Maria sheds light on the critical aspects of service department communication, sales training, and development, particularly focusing on th…
…
continue reading
1
Sales Series: E8 Handling Hottest Sales Objections
22:44
22:44
Mais Tarde
Mais Tarde
Listas
Like
Curtido
22:44
Sales Series Episode 8 Join me as I unveil a simple yet powerful strategy to conquer the hottest objections in sales today. I’m dropping tactics and strategies that will equip you with the confidence and skills to overcome objections and close more deals. Embracing a can-do attitude is key as I arm you with the tools to create effective snapbacks t…
…
continue reading
1
Driving Customer Loyalty: Automotive Insights from JD Power Studies with Chris Sutton
38:57
38:57
Mais Tarde
Mais Tarde
Listas
Like
Curtido
38:57
Join us in an enlightening conversation as we sit down with Chris Sutton, Vice President Retail at JD Power and Associates, to unravel insights from their comprehensive study involving 35,000 car buyers. Delve into the dynamics of the automotive industry, where constraints and high prices challenge buyers, yet improvements in the overall consumer e…
…
continue reading
1
Sales Series: E7 Bridge Gap Between BDC & Sales to Make Car Deals
26:01
26:01
Mais Tarde
Mais Tarde
Listas
Like
Curtido
26:01
Sales Series Episode 7 In this episode, I get into the critical role of the Business Development Center (BDC) in a car dealership's sales success and uncover the common pitfalls leading to financial losses in the gap. This is a very serious issue plaguing sales teams and BDC departments, shedding light on the root causes such as the lack of a struc…
…
continue reading
1
Sales Series E6: Car Sales Follow-Up Strategies
21:28
21:28
Mais Tarde
Mais Tarde
Listas
Like
Curtido
21:28
Developing an effective lead follow-up strategy in a car dealership environment where there are various levels of in-market buyers and internet leads can be challenging. Balancing the need to stay engaged with potential customers without appearing overly aggressive is key. I'm giving some tips on how to structure a lead follow-up cadence that is ef…
…
continue reading
1
Prosperity Through Partnership: The Power of Relationships in Business with Brian MacDonald, CDK Global CEO & Dr. Matt Bennett, Northwood University VP
40:25
40:25
Mais Tarde
Mais Tarde
Listas
Like
Curtido
40:25
Embark on a journey of discovery and enlightenment in our latest episode, where we explore the intertwined realms of relationships, personal growth, and business success with two distinguished guests: Brian MacDonald, the visionary CEO and President of CDK Global, and Dr. Matt Bennett, the esteemed Vice President Graduate and Professional Studies o…
…
continue reading
1
Sales Series E5 | Use Internal Messaging Systems in Dealership Sales & Service
14:07
14:07
Mais Tarde
Mais Tarde
Listas
Like
Curtido
14:07
Focusing on the critical role of internal messaging systems in optimizing workflow efficiency and enhancing customer service within dealership sales and service departments! In an industry where time is money, effective communication is paramount to ensure customers receive top-notch care and service. Explore with me the significance of utilizing i…
…
continue reading
1
Sales Series E4 | The Critical Role of TO’s on Sales Calls
13:48
13:48
Mais Tarde
Mais Tarde
Listas
Like
Curtido
13:48
Sales Series E4 This is a compelling episode for dealership managers and those looking to improve their personal sales numbers. The pivotal role of TO’s in the call handling sales process is broken. Manager TO’s and involvement on calls is crucial for maximizing sales opportunities, boosting customer loyalty, enhancing bottom line and CSI. Many sal…
…
continue reading
1
Evolving Sales Strategies 🤩 |The Power of 📞Call Analysis with Tim Smith of Volz Auto Group
33:18
33:18
Mais Tarde
Mais Tarde
Listas
Like
Curtido
33:18
Tim Smith, the dynamic General Manager of Volz Auto Group in New York, chats with me about the world of sales call analysis and its transformative impact on sales performance. Tim shares his expertise on utilizing recorded calls as a tool for accountability, evaluation, and continuous improvement within his sales team. 2024 Vibes and you have to be…
…
continue reading
1
Sales Series E1: 📆 Appointment Setting Strategies That Secure Showed Appointments! 🔥🔥🔥
21:28
21:28
Mais Tarde
Mais Tarde
Listas
Like
Curtido
21:28
Sales Series Part 1 🛑 I will be holding an in-person sales workshop on setting appointments on May 15, 2024. Find out more information and register - https://bit.ly/3Jmw9Or Listen in as I tackle a few aspects important to leverage into your sales process when you are setting appointments! Get inspired to atteend my workshop! 🚘💰 Learn how to steer c…
…
continue reading
1
Sales Series E2: ⏱Learn How to Effectively Train Your Team in 10-Minutes! | Long Meetings are Ineffective 🔥
17:56
17:56
Mais Tarde
Mais Tarde
Listas
Like
Curtido
17:56
Sales Series Part 2 🔥 Sales Series for Dealership Teams 🔥 In today's fast-paced business world, lengthy meetings can drain productivity and hinder progress. In this episode, we dive into strategies for managers to revolutionize team training by condensing it into short, impactful sessions. Say goodbye to hour-long meetings and hello to efficient, e…
…
continue reading
1
Sales Series E3: Learn Engaging Training Activities
20:55
20:55
Mais Tarde
Mais Tarde
Listas
Like
Curtido
20:55
Series - Part 3 Previously I recorded an episode on 10-minute training which was well received by many of you! This is the next part! What will you train on? What topics will you cover? Often topics are reactive to problem situations going on during the sales process or a heat case. All good and I challenge you to explore other ways to teach your t…
…
continue reading
1
Inspirational Pathway to Leadership Success with Mario Murgado, Entrepreneur & Visionary 🚘Dealer
41:02
41:02
Mais Tarde
Mais Tarde
Listas
Like
Curtido
41:02
This is an incredibly inspiring and powerful conversation with the remarkable car dealer, Mario Murgado. Mario's journey from arriving in this country with nothing to now owning and operating 26 successful dealerships is a testament to the power of hard work, dedication, and leadership. Mario shares his insights on the fundamentals of a wildly succ…
…
continue reading
1
Unlocking Profitability in Auto Dealerships with Data and Machine Learning with Jason Knight, CEO @ Lotlinx
42:59
42:59
Mais Tarde
Mais Tarde
Listas
Like
Curtido
42:59
Lotlinx has tracked every car online for over a decade! Their machine learning is helping dealers make great decsiions when it comes to managing invenotry and promotion! Check out their latest publication on Auto Success - https://bit.ly/3y4ULJ9 In this episode, I sit down with Jason Knight, CEO of Lotlinx, to delve into the world of automotive ret…
…
continue reading
1
Service BDC Series E8: Syncing Sales to Service: Enhancing Loyalty with Effective Call Structures for First Free Oil Change Scheduling
17:09
17:09
Mais Tarde
Mais Tarde
Listas
Like
Curtido
17:09
One of the biggest struggles is bridging the gap between sales and service departments. I’ve got one of many hacks for this in this episode! 😉 So here it is….the art of making outbound calls to schedule clients for their first free oil change and how it can be a powerful tool for customer engagement and building goodwill! Join me as I explore my su…
…
continue reading
1
Service BDC Series E7: Crafting a Winning Service BDC Call Script for Appointment Setting | Unlocking Success! 🔥
18:09
18:09
Mais Tarde
Mais Tarde
Listas
Like
Curtido
18:09
Setting appointments is the name of the game! 🎯 You gotta craft compelling call guides that make all the difference in customer engagement, appointment conversions, and overall service experience! Join me as I explore a step-by-step process for scheduling appointments, outlining key actions and the benefits they bring along the way. Here's a sneak …
…
continue reading
1
Service BDC Series E6: Turning Weaknesses into Strengths | Transforming Customer Calls in Your 🔧Service Department
20:43
20:43
Mais Tarde
Mais Tarde
Listas
Like
Curtido
20:43
Welcome back! I’m drawing attention to common weaknesses faced by car dealership service department and BDC representatives during customer calls and explore strategies to overcome these challenges for improved customer satisfaction and business success. In this episode, I’m focusing on empowering dealership personnel to enhance customer interactio…
…
continue reading
1
Service BDC Series E5: Unveiling the Value of Your 🛠Service Department: A Customer-Centric Approach
18:39
18:39
Mais Tarde
Mais Tarde
Listas
Like
Curtido
18:39
Service BDC is where it's at! The heart of the dealership...let that sink in😉...they are the start of most RO's and tasked with enabling loyal clients existence! Hit me up with your feedback - jennifer@edealersolution.com. This episode is gold. It’s the secret weapon in sales! 🤩 When you understand the value in what you bring to the table, it is ea…
…
continue reading
1
Service BDC Series E4: Motivating BDC Reps with Incentives & Competitions
15:19
15:19
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:19
Ready to explore effective strategies for inspiring and incentivizing Business Development Center (BDC) representatives in the service department to excel in their call volume and appointment setting goals?! In this episode, I hit up creative ideas and proven methods for implementing incentives and competitions that drive motivation and performance…
…
continue reading
1
Service BDC Series E3: Efficient Office Setup for BDC Success
15:49
15:49
Mais Tarde
Mais Tarde
Listas
Like
Curtido
15:49
This is an 8-episode series focused soley on a bad ass Service BDC Department! What do you think? Hit me up! Jennifer@edealersolution.com We don't often talk about the importance of an effective work environment including work station so here it goes! I'm diving deep on key elements essential for creating a comfortable and efficient office setup th…
…
continue reading
1
Service BDC Series E2: Leveraging Lead Lists for Appointment Setting in Car Dealership Service BDC
19:48
19:48
Mais Tarde
Mais Tarde
Listas
Like
Curtido
19:48
Let me know what you think of this series 👊- jennifer@edealersolution.com In this episode, we explore the importance of using targeted lead lists to increase appointment set rates in a car dealership's service department Business Development Center (BDC). Discover key lead lists that service department BDC agents should consider utilizing, includin…
…
continue reading
1
Service BDC Series E1: The Active BDC Service Manager: Leading by Doing in the Business Development Center
16:35
16:35
Mais Tarde
Mais Tarde
Listas
Like
Curtido
16:35
Service BDC is where it's at! The heart of the dealership...let that sink in...they are the start of most RO's and tasked with enabling loyal clients existence! Hit me up with your feedback - jennifer@edealersolution.com. In this episode, we explore the crucial role of a Business Development Center (BDC) manager as a coach and trainer who actively …
…
continue reading
1
What Is Salesforce Doing for Car Dealerships? Find out From a User's Perspective with Vicki Poponi!
31:41
31:41
Mais Tarde
Mais Tarde
Listas
Like
Curtido
31:41
Meet Vicki Poponi, former C Suite Executive at Honda, now automotive industry advisor with Salesforce! SHe shares her firsthand experience with Salesforce as a game-changer in the automotive industry. Discover how Salesforce, a global force for over 24 years, is transforming automotive dealerships with its innovative solutions. Vicki delves into th…
…
continue reading
1
The Name, the Vision, and the Evolution: Unveiling the Tekion Story with Pedram Faed - A Dive into Automotive Tech Innovation
42:49
42:49
Mais Tarde
Mais Tarde
Listas
Like
Curtido
42:49
In this episode, we delve into the fascinating world of automotive technology innovation with Pedram Faed, Vice President & General Manager at Tekion. Discover the intriguing origins of Tekion's name, rooted in both science and heritage, including a connection to a significant era when founder Jay worked alongside Elon Musk. Pedram sheds light on T…
…
continue reading
1
Maximizing Car Dealership Inventory Management: Strategies for Success with Jasen Rice!
16:07
16:07
Mais Tarde
Mais Tarde
Listas
Like
Curtido
16:07
Welcome to a special series where I interview industry leaders LIVE during the NADA Show! Meet Jasen Rice, CEO/Owner of LotPop! We delve into the critical aspects of inventory management in the automotive industry, focusing on the challenges and strategies for success when it comes to handling inventory volume and gross. We explore the key principl…
…
continue reading
1
Learn What Microsoft Autos is Doing For Dealers & Car Buyers with Lizz Callaway!
14:37
14:37
Mais Tarde
Mais Tarde
Listas
Like
Curtido
14:37
Welcome to a special series where I interview industry leaders LIVE during the NADA Show! Empowering car buyers and car dealers with as much information to enable great customer experiences and car deals! Microsoft Autos is shortening shopping time and making the experience finding a car much more fun for buyers! She tells us how it works for both …
…
continue reading