Danny Benites: How to Get the Most Out of Automotive Conferences and Events

By: Michael Cirillo   |   01 May 2014
Danny Benites

When it comes to running and or owning an automotive dealership, monitoring your ROI is crucial to a successful operation. When you are buying more internet leads, doing a direct mail campaign, or switching website providers, ROI always comes up in the conversation. Ever notice that? Where you do not hear a lot of “ROI” talk though is when you hear about the workshops, 20 Groups, seminars, trade shows, etc.

In this episode of The Dealer Playbook, the boys sit down with the funny man and 30 year plus automotive industry veteran, Danny Benites. Danny is the General Manager of Greg Lair Buick GMC of Amarillo Texas, and he has created some resources and techniques to get the most out of the automotive workshops - like tracking an ROI.

A dealer will spend 2-5 thousand on attending or sending a team member to an automotive conference. Do you ever track the ROI of that investment? Because it is not cheap. Combine the money for travel, hotel, tickets to the workshop, food, plus the time away from the dealership to attend, you end up with a lot of “skin in the game” - too much, in fact, do not have a plan.

In this episode you will learn more about:

  • How to choose the right team member to attend educational events
  • Choosing the right automotive event to attend
  • Narrowing in on what parts of your operation you're looking to bring home “nuggets for”
  • How to retain the “ideas” you get at the workshop, and how to structure your idea lists/notes
  • How to take your ideas back to the dealership and get buy-in whether your the top dog decision maker and you need to get your team on board or a sales manager, GM, etc, and need to get your dealer to buy-in.

That and much more Danny talks about that will get you and your team the most out of automotive educational events. This guy knows what he is talking about.