THE BIG IDEAS; How to sell Detroit (or Tokyo or Stuttgart) your idea.(News)

Byline: MARK VAUGHN

You've produced the perfect automotive widget, or better, the perfect widget system. So how do you get big-time buyers interested? Or how do you get those spear-spinner wheel accents onto a big sport/ute as original factory equipment? These questions were asked and answered at the second annual AutoWeek/Automotive News Specialty Vehicle Forum, held in conjunction with the Specialty Equipment Market Association show in Las Vegas.

The forum was aimed at SEMA attendees looking to do bigger, better business at all levels of automotive manufacturing. Last year's forum was more philosophical in talking about the nature of auto obsession; this year's was more practical, better attended, and the advice came down to: See and appreciate the other guy's point of view.

"Look at it as going to a different country'' where you just have to learn to speak the language, said Dave Draper, founder of Cars and Concepts and president of Time Machines Unlimited, a restoration and fabrication company. "Great partners don't need to be changed,'' said Draper.

"It's a constructive collaboration,'' said Mike Kaptuch, president of BBS of America, noting that sometimes the act of educating a car manufacturer about your product is more than just leading a horse to water. "Sometimes you have to grab the horse by the head, stick it ...