The Dealer Playbook
The Dealer Playbook

Episode 6 · 7 years ago

Danny Benites: How To Get The Most Out Of Car Dealer Conferences


When it comes to running and or owning a 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 funny man and 30 year plus automotive industry veteren, 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, seminars, etc. You know, track an ROI?


A dealer will spend 2-5 thousand on attending or sending a team member to a 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, etc. plus the time away from the dealership to attend, you end up with a lot of “skin in the game” to much in fact to 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 your 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 the team the most out automotive educational events. This guy knows what he is talking about.


Here are the links for the work sheets Danny refers to that lay out the plan for you: Danny's Worksheets


Keep up with Danny Bientes he has some great content:


Check out his website here: Danny B website


Follow him on Twitter here: Danny Twitter


We had a blast having Danny Bientes on the show and really hoped you enjoyed it as well. Your feedback and comments mean the world to the DPB team, so please drop a line below. As always thank you for listening to The Dealer Playbook, make sure you get subscribed so you get notified when we release new episodes.


Much love-

This is the dealer playbook episode sixand this guy used to be a standup commanter you're dialed into the dealer, playbookpodcast, where it's all about winning autoaler strategies that deliver provenresults, and now your house, Robert Weisman and Michael Serilla, and here we go everybody. What is goingon Michael Serillo and Robert Wiseman, with the dealer playbook Robert. Whatis shaken brother? What is up everybody, how you doing man? We have just lockedout with these things. We just been lining up guests like crazy. If youhaven't subscribed to dealer playbook you've got to do it right now subscribeon itunes visit our website, triplew dot, the dealer playbookcom. Today weare fortunate enough to be speaking with Mr Danny Benitas of Greg LairBuick out in where's. He Amarillo Texamarilo, Texas, yhe general manager.There he's been doing this since, like ninety five he's been a general manager,thirty years of experience in this business, so pretty much as old as youand I are he's been a GM in the business and you know, will apologizeahead and ahead of time, for you know revealing what his age is. But you'llhear in the interview, man, the guys so funny he's like yeah. That means I'vebeen a a manager, since I was nine years old right guys, Osat Man, I love.I Love Danny, I'm looking forward to to SNM of this coming week at the Internetsales. Twenty Group- which, in fact is what we're talking about here, is he's dropping a little formula andtechnique. Hait he's created that that are going to help you and or whoeveryou send in your dealership to get the most out of the workshops: The twentygroups, the seminars, the trade, shows things like that right, Michael Yeah, Imean there's so many things going on in the industry. It almost you know. Ifeel this way. Maybe it's not exactly the case, but I feel like there's a newconference or a vantor workshop like at least every six weeks going onsomewhere in you know, North America, but the thing that I love about this Imean you and I attend conferences. We speak at these things were panolessAtam. There was my little plug for Internet sales, twenty group, but you know I feel, like the dealers go tothese things, they get all pumped up, they come back and they don't reallyknow how to execute. So you guys stay tuned for Danny coming up here in aminute, because he's actually going to just reveal the process, and I feellike in any success. There's got to be a process, and you definitely if you'velistened to our past episodes, you're, probably catching on to that trend thathey, if you want to be successful, there's a definite recipe for it andeach thing that you execute on there is a solid winning strategy. So you know,let's just jump raght into this Danny Benitas, again general manager over atGreg, Lair Buick, who is going to reveal the solid winning true brude andtattude process, for you know measuring a solid Roi from attending conferences.Let's turn it over there we go and just like that here we are thedealer playbook and I am happy to introduce again our guest today, myfriend Mr Danny Benidas, general manager of Greg Layer Buick in Texas.At Amarillo Texas Area Danny, thank you so much for taking the time out. I knowyou're there on the front line right now, so I appreciate you taking thetime to talk with us today. Man Goi had to be here awesome. Awesome now now daDanny is he's an interesting guy. Man Super Hilarious. We go back a littleways. We connected first, that he internet sales. Twenty Group in Dallas definitely had some interesting takeson things and, and we've been in touch...

...ever since, and that's been a you know,a few years back now he's been in this game. What how longhave you been in the automot around this business? Danny started thirtyyears ago, thirty years ago, as long as I've been alive, he's been in the autoindustry- everybody I mean, that's, that's, that's pretty impressive, an aRobert. How long have you been a general manager since one thousand ninehundred and ninety five wow inscredible, I was fifteen years old and Dandy- wasa general manager of a car dealership? Could Jus made me feel bculd you mademe feel older rater. I mean I actually became a Geral mandrew when I was nineyeah. I was Sonyouyou and I have done areally good job at keeping in touch too, I mean over the last fifteen minutesthat we've actually known each other. Yes, so you know what thank you. It'sbeen a pleasure. I mean I've enjoyed every minute of it absolutely yeah.Well, we go. We went on a whole tangent about dead. Wrestlers. Danny has anobsession. You everybody knows, I'm a professional wrestling junkie. Well,Danny is doesn't much care for professional wrestling. That's activenow, more so a an interest and a fetish, an obsession with dead wrestlers of thepast. It is I the when you use the word fetish. It encurrnge CERNS, O me alittle bit but hi. I do I like dead wrestlers better than relawesome awesome. Sorry, the that'sdefinitely odd, but nonetheless, so anyway, guys. The reason why we haveDanny here today is not only because he's a friend, the guy's, a wealth ofknowledge has such a g different outlook on things and he's there onthat front line executing this stuff every day, but I had a conversationwith him the other day and we're both Michael Him and myself were all goingto packing up and had to Atlantic City New Jersey here in the next few daysfor dealers ynergies and our friend Sean Bradley's. Next installment of theInternet sales, twenty group, which is always a blast and its always a greatevent, he does Shandas a awesome job. If you haven't been there, youdefinitely want to check that out. But Danny was talking about. You know thewhole workshop thing. You know the workshops,the twenty groups, the seminars, the masterminds, whatever you know in ourbusiness, that's a big part of it is we invest a lot of money and we invest thetime. Maybe you go to them. Maybe you send somebody to it. What have you, butit's a big part of our business and they can be very, very, very valuableto you. There's awesome and amazing resources and tactics and strategiesthat are presented there every single day nonstop. But the big problem andchallenges are hey. Listen, it's easy to go there and get some ideas, takedown these ideas, but it's bringing them back and then getting you knowbying if you require to get by and will either either way, even if you're, atthe top you have to get by and from the bottom, for them to even execute. SoDanny has some strategies and techniques that I was blown away bythat I want him to wanted to bring him on here and Michael and I wanted to letyou get it a little taste on this, because it's such an important andvital. You know actions to take back and you know putthem in at whit goods an idea. We all have ideas. We all have plannedstrategies, but we got to execute them so Danny again, thanks for coming onand go amand just give us a little rundown on what we were talking about. Well, firstof all, both of be thank you a lot for having me on the show. I'm reallyexcited for, for both of you very talented people and- and I know I'mgoing to be listening on a regular basis but as ha general manager. Youknow my job is to go in and examine expenses and in determine ry ondifferent things that we do, whether it be you know, marketing advertising,exfenitures personnel whatever. Well, you know we spend a tremendous amountof money, sending people to conferences...

...or myself attending conferences, and so you know in the past it seems likewe've done that half astidlly as an industry. We just go o theseconferences, a lot of times, there's fun. There's some entertainmentinvolved, some good food and fellowship, and all these fund things. We get a lotof ideas. We come back. Real life hits us in the face and theykind of dwindle an you know. We may pull a few things out and I just didn'tthink it was an efficient process, especially when you're talking aboutspending a thousand or fifteen hundreddollars for enrollment in one ofthese conferences, whether it be a one to three day event: You're talkingabout travel expenses, I'm getting ready to fly to Atlantic city fromAmerala Tex. Is that promise you it's not cheap? Then, when I get there, youknow I've got my expenses of the hotel and, of course, my gambling expenses,which I ion sure Goina amount, but either way. These are things that we'regoing to spend money on at well anytime that a somebody comes in here and hassome great new idea of a weight for us to icrease our business. We want tomeasure Howmatour cost and what we're going to get back out of it right. Well,here's the deal. Why aren't we doing that with conferences that wereattending or things that were trying to go to to gain knowledge, and so whatI've done is just come up with a plant. You know it's funny how many thingsthat we do get better when we just have a plan and we execute a plan that wejust think about what we're going to do with thisconference number one before we go. So what I'd like to do to begin with, it'sreally three steps we're talking about what to do before you go what to dowhile you're there and what to do when you get back so before you go. What youreally need to do is determine my suggestion is for or less subjects thatyou want to learn about now and I'm going to use the Internet upcomingInternet Seles, twenty group as an example- and this is digital marketing-this is bdcs and phone skills. You know that's kind of the the Cruk of thisparticular conference. I'm about to go to so please understand you can adaptthis. If you're going to a used car seminar, inventory general manager,dealer school you're, going to a sales workshop about the show room sellsprocess whatever it is you're going to know the subjects that are going to bepresented once you go, here's the thing at this particular deal we're going toand and you you know what I'm talking about it. Intanet sells twenty Ge, Imean the subjects. Are you know, building bdcs and phone skills andemail leans and KPIS, and video and sales managementen, paperclick and SCIOand Social Media and Blalahba? I mean there's a million subjects. So if I gothere without a plan, Robert I'm going to be inundated, I'm going to bescratching things down right and left it's going to be convoluted, it's Gon,Ta Be Messy. One idea is going to trump another idea and I'm going to beoverwhelmed and we all know, paralysis by analysis. You get too many choices or too muchinformation an what do. We end up doing nothing because it's just overwhelming.So the first thing I want to do is I want to say you know my dealership. Ireally feel like phone skills is an area we need to work on third party lead to something I want tolearn about sales management and SEO, okay, sowhatever it is, I want to limit it to, for it wouldn't bother me a bit ifpeople did one or two because that's palatable, I can really get in thereand concetraite. Now I'm going to record ideas under other subjects, butI have a sheet here that I call my kickass subject: Sheep and basicallythere are four forms. Each one has a list of a bunch of ideas for thisparticular conference of subjects. So I'm going to look through there. Maybepick one go off the board and pick one of my own. I'm going to ride at the topemail leads at the top of this little page. Then the next page I might putwebsite traffic or whatever. So I'm going to separate these into the foursubjects that I want to go there and...

...concentrate on, then I'm going to haveanother sheet. That just says nuggets, and I actually have these forms by theway. Well say this again later. These are available on o website www dod,Danny Benitus da NNYB Nitescom, and you can go there to my toy box section andit says downloads go there and you can download these forms and you can lookat him- will be Sur, O link to thever, put links in the show notes and on thesite and the post for this episode to for everybody to go ahead and get tothose two. So don't worry about writing that down people you have access to itawesome, and so anyway, but this particular sheet. I'm talking aboutthat, has my one of my four subjects. There are just simple blanks therewhere you can start writing ideas down next to it is a GRUPA is a column thatsays rank we're going to do that later, but the first thing we're going to dois wit when I hear something about email leads. My ears are going to perkup and I'm going to take that sheet and I'm going to write down these ideas. Ineed to work on my templets. I just heard another guy talk about doingvideo business cards wow. That sounds good. I'm going to try that another guysaying we're working towards five minute responses, I'm going to writethat I'm working on a video walk around Attash to my emails or whatever thathas to do with email leats. So I'm writing these ideas down. Once I getthrough the weekend, I'm going to go back through my notes, then I'm goingto rank these ideas within each subject. This subject may have five ideas. Myother page, that's on paper Click advertising might have ten ideas so andso forth. Now, once the once the conference is over and I've accumulatedall these great ideas, then I'm going to go back and look at the fourthsubject and first I'm going to prioritize those subjects in thesubjects that I think are most important to my dealarship that ar mostactionable plans, and so I'm saying Veno Elides is my big thing. So that'sgoing to be my number one, my paperclick advertising, that's mysecond most important fass number two! So let me recap I'm going to categorizemy subjects. Then I'm going to prioritize the ideas I get with anyeach subject. So now I have a very organized set of ideas: I've taken allthis chaos and I've created that uniform way of recording them, whileI'm there, because if I try to recap later Robert, I can't really remember the context inwhich these ideas were given. So I'm doing it as I go so I haverealistically five sheets, I've got four subject sheets, then I've got one.I called nuggets and you know on the other nuggets could be somethingtotally off. Subject like I need to buy an Ora Jus, so you don't need to buy anorange tie. I need to buy a cowe dog hat and silver chain, just something Ineed. I need to learn to play the guitar. You know whatever in so. Theseare. These are the things and then I'm going to look at those. Those are justlittle things that I want to do later. So now I have my plan, so I've plannedahead of time, because I know what subject need to work on I've been tothe seminar and I've got these ideas now the hardpart. The thing I wanted to spend a little more time on because I've gotthis idea and I'm ready to go back, and what I've like in this, too is thedifference between carrying something around on a flat bed trailer andcarrying something around in an armored truck. It seems like Cin. We go toconferences, we back our flat bed trader up and we throw these ideas onis Tas plat bed trailer. Then we get in our truck and we drive ninety miles anhour down the highway as these ideas below off the traid. Okay, if anybody'sever had a flat bed trailer- and you didn't tie anything down, you're goingto get to your destination- nothing's Goinna be left on a trader. However, inan armored car I know everythings safe and secure in there. So that's one ofthe things that I've one of the analogies I've created in that you knowwe have to take these ideas home in a... manner and an by firstcategorizing the subjects and then prioritizing the ideas inside there. Ifeel like we're going home with with this information more safe. So let meask you this so back backing up to the pre. You know the preconference and Dand sketching out and developing you know hat I mean whatwhat your you know, your top, you know take homes that you're looking forwhere you're looking to get the most helping. So like do you sit down withyou know, Eurot, depending on the position the individual is in thedealership, but are you analyzing this stuff? Bring it down yourself or youGOINGTO, like your desk managers or even you know, Internet depart. Youknow: Internet people, bdcs ETCA sales, people asking them okay. Where do youthink in this you know? Okay, so we're goingto a digital. This is, but this is predominantly digital stuff, so we'rehere in the digital realm. Do you think we need the most help? Basicallytotally understand the question and I'll return it with a question. What do you think I'm going to get morebyant when I get home which technique? If I go, find theseideas out myself and go indecide myself or if I involve the VER, no doubt yeah,absolutely effectso without a doubt, thatthat. The answer to that is exactlywhat I'm sure you you're expecting. Is that it's a team situation, so if Iknow that I'm going to come back, hopefully with the primariiy, withprimarily ideas for my BDC, I'm going to talk to them about what they tunklythe areas that we need to improve on now I may lead that conversation as ageneral manager and the same way a salesperson does with a customer. I maylead them down a path, knowing what we need, but I want them to identify it.When I come back, if I present it as a general man, Tor them- and I say I havesome great ideas that will help you accomplish the thing Yub automaticallyther there they're going to be defense, it other body. Yes, there read to gobecause I flew all the way to Atlantic City to support something they felt wasimportant. Yes, but what okay? So I missunderstood we're saying, but I'msaying though, if you come back, let's say you don't do that and sit down withthem and that's that's a good one right there. People is that something that Iguarantee a lot of people that are going to these conferences do not doand ind just a simple fact that, even if you know listen, I already got thesethings listed and I know what I'm going to get, but even just the simple factThaf you just like you said what, like a salesperson with a customer you're,just leading them down that road. Just t just to show that hey, I care whatyou, what you think what you say does matter. You know, and it's just thesimple fact that it could go such a long way and that's coming for someonethat was in that position that that just didn't feel like I was beingengaged with enough from you know what Yi mean my higher ups and I wal youknow they weren't maximizing me at all. So Ae me tell you, let me tell you thePeopl, the today's employees, it's different than when I started today'semployees. Theyre number one. The number one thing they want with anemployer is they want to feel like their part, is something bigger andthey want their voice to be heard salaries number four number one is theywant to be a part of something so make them a card as something and I hate tosay, you're doing it for selfish reasons, but I'm telling you you canset this deal up it's their idea. They come back and they jump in now. That'sjust part of it that is a general manager or a dealer going to aconference coming back and wanting to sell and get it implemented when he'sselling to the people now the sad part is, is Af, probably only about twentyfive ters percent of the people that are attending these conferences areactual dealers and general managers, because most dealers and generalmanagers are lazy and they want to just send someone. Hey you go to thisconference. You Go, get smart, come back and make me a lot of money.

I'm goingto be at my beach home, and soyou know so this is just part of it. I want to make sure we get to the partwhere, if you're a salesmanager, salves person Internet coordinator- and you goget these ideas, how to come back and so Tis, do your general manager anddealer so kind of along these lines. We're talking about you know we kind ofdid a rewine to pre event or preconference, and you know you talkedabout the plan that you have in place and it really sounds like we'reapproaching this. You know primarily from the angle of you know, one of thehigher ups t, the GM, the Duad Principale or somebody attending theseconferences and what their process is are to any of those steps apply todetermining who, from your team you're going to send to one of theseconferences. Absolutely, I think that's something that we don't think enoughabout. So I'm the General Mangero dealer and I'm ready to send somebodythat at's going to atend one of theseconfereces I, as a general mantra, Deaer, have a responsibility number one.I'm spending my Hart Er Boney u'nspending money that I get paid onits the general manager, because I get paid on that. The dealer spending moneythat they have sending somebody so the way to maximize their rli is to makesure that they know the subject matter of the conference they're sending it toand not just an overvew. They need to know, detail who's speaking. They needto listen to Youtube. Videos from those people read some material, make surethe information they're giving is information that they want their peoplehearing and so that they're trusted in theire people that are in the industryand thet have a good track record because, as a dealirg general manager, I'm notsaying you don't want to trust your people, but don't put your five sanddollars in the hands of somebody who wants to go to the conference in LasVegas, because why? Because it's in Las of Vegas Go, you know, Ohey, there'sjust really good thing in Las Vegas, I'm going to go to well. Who is it? Idon't know it's so guyw? What are you looking for in your in your team to youknow, help you identify yeah. You know what it's going to make sense for thisindividual to go to that conference. What are some key characteristics? Well?First to foremost, I would love to tell you that I think that strategicallyabout it, but I really look at it more like this. What kind of a human I mean? This isjust a good person. I know this person, their heart is in it they're passionatethey're, going to go and really want to learn to come back because they want tosucceed. I really care more about that than technically, where they're at thedealership, but if they're you know, of course, if I'm siting in the Ginnernetsells twenty group, I'm not going to send my warranty clerk, I will Idefinitely know I want to send my BDC coordinator or my director.Maybe it's someone that needs the concepts that are that are Taylor madeto what's going to be taught there. Maybe it's my director that maybe it'sgoing to be a wide spectrum of topics. I need somebody who could absorb thatwith the knowledge they have or the knowledge that's at that at thatconference is going to take them to the next level, really doesn't take a lotof thought. I think it just takes some thought and make sure the expectationis in the process. You've got Ta Prociss Witout, they know what'sexpected of them when they return from that conference. Yeah that' thing aboutthis, I'm saying I'm saying a Robert. I want you to go to this conference. Hereis some sheets. The first thing we're going to do is sait and talk about whatwe need. What you think what I think we need. Secondly, hereis how I went Tou trecord these ideas. Third, here's the announce. I want you to do that. That'sperfect for accountability and also to track where your money's doing whatthis investment is doing for you making sure this person didn't go out thereand and throw down all night EAND, because you've engaged them prior togoing to the conference by you know kind of getting them geared up, showingthem what it's all about getting their input. I believe it bicomes o Si and Ireally like the he. The part where you're talking about like find get thelist of the presenters and the WORKSHOPSWHO's, putting on theworkshops and and and watch youtube...

...videos of it, make sure that theirmessage is what you want your people to hear it's the way that you do businessor you you're willing to do business, Oryour abotaging, your own effort,absolutely you Kno, I'm reain to preaching this message and I'm justsending them to a guy preaching another message: An I'm just conpounded myproblem so and again, the the fun part, the part that I thinkyour listeners and you guys both are going to get a huge kick out of. Isthis third part and I'd like to attack it first, unless you guys have otherquestions, I, like o attack, you go for for s for as someone who's, not adealer, a general manager to has been down they've gone through these steps.They've got these great ideas, because, let me tell you typically what happens I wish I could take a snapshot of t thePeople's face that are at the seminar and they've heard these great ideas. Imean you've done it both of you, the everybody so pumped up. It's justridiculous. You know I'm plumped up my pin. I've gone through three pins, I'vewritten out nineteen pages and notes, but I'm going to go back and I'm goingto get rich and it's going to be exciting. Toyi Hope Momandr go for it,but either way this is going to be fun. I'm popped, okay, get on the plane. Youjust con, barely set still you're making your notes, your Catte, you knowyou're getting all excited, and then life sets in your cell phone started. Blowing upthat you get back to dealership the lot quarters backed into another vehicle.You Got Service Heat two salesmen: quit your finance manager wants a raise,you're getting contracts, bounce back, your numbers are slipped, you'vedropped pace. All these things have happened and you take those G, Yideasyou're, so pumped atout, but because you have these immediate problems, youset them on the corner of your desk and you start attacking problems. Yourexcitement level drops immensely every day. Every day you keep looking over atthose ideas. Yeah I got to get to those one of these days back to the heat backto the grind, Blah Blah Blah. Oh Gosh, the UFORAS gone, it's gone, the eitherswarn off and we're back to square one and as a dealer, what has my money donefor me? Nothing, I mean a lot of times, sadly enough, nothing not just a littlebit nothing, so this last part helps to kind of break through that,because sometimes lessis more so we've really. Let's, let's just paint apicture where we've gone through this we've categorized, we prioritized we'vegot right now, an idea that I know is going to cost our dealership fifteen hundred Olr amonth to sign up for these. This new companycalled Super Leads is, is a company I want to buy theseleads, because ' I found out this seminar that they have these bestleades. They scrubbe around. They all buy cars within fifteen minutes, andyes, this is something I want to do. This is something we need more leadsanyway. This is really the first thing I would like to implement, but when I go back to my store underthe normal scenario and say, Hey Moss, I got this really cool idea. There'sthis company called super lead just like fifteen hundred a month, buteverybody's doing it. I think we make lik get out of here get out of myoffice, you know, but we can't spend any more money. You're wearing me outwith these expenses, then you walk out with your chaie truck between your legs,all the rest of the ideas ar you know. You trackd those in the trash, becausemy boss doesn't love me and I's back to squarer. One right is that sound,familiar yeah I mean, I think it sounds fo me with anyone. That's ever been andthey come back and it's because they didn't attack the whole confantract andthey went into their general manager dealer and they didn't present the ideaso realistically, the Salesperson or the Internet coordinator or whatever.When they come back, they need to...

...present this idea to their generalmagiror or a dealer. The same way, a salesman presents a product to a customer. I'm going togo, sell this to him, so I really need to kind of go through the steps of thesale with them. I need to make sure that I'm prepared that I've qualifiedI've done all these things, and I understand what is going to get my genral managerexcited and what he's not going to really care about. You know whatgeneral managers and dealers like they ligkt net profit. You know what theyhate expenses. Why do they hate expenses because it affects hour netprofit? Why they hate that, because that affects their paychek. So when youjust go in and throw an expense at them, that's all they hear is expensve, so Iwouldn't go to Mexico City and present an idea in German they're not going to buy it. The firstthing I have to do is have to learn to speak his language dealerships. This isan important point. Dealership managers, general managers and dealers speak net.Everyone else, sbeats gross. Every one's pay plan is based on grossthe General Mansin, the dealer typically or the deather. For sure ofthe GENERALMANTOR, typically, their pay plans are predicated on net profit. Sothat's why you use carmanager, wants to start nine thousand cars and that's whywe want to do all these things because we're just paid on sales. So the idea is to prepare this idea. Sowhat I've created? The third form that you'll find at the link later todownload is called my kiass idea, profit and lost statement. We are goingto create a miniature statement on an idea. Now I don't know abhout you, but mydealer speaks this language. He speaks financial statements, he speaks profitlost statements and even if you're person who's never looked at a financial in your life, you've neverlooked at a PNL, thi sheets. So easy it's ridiculous, but it puts things inthe category of income and expenses and net profit which, as a general managernow you're singing my song now I'm listening, would you would you guysagree, yeah, yeah, sure sense, so, here's the deal and and through thepower of podcast, I will paint a picture this for the very top littlesection just says: here's my brilliant idea and that's where you write outthat I think we should buy it leads from this. Really Cool Company calledsuper leads. That's it that's my idea. That's I just want to name my idea upthere, the next egment, basically his incomeand it's it looks like a miniature exel spreadsheet, but there's just a fewcolumns and a few rows, and so what I have to do immediately is I have tofind out. I have domonetize my idea: okay, so I'm going to analyze andmonetize at this point, you remember before we categorize and prioritizednow we're going to analyze and monetize this idea- and so I have some formulasin here because that it works off like the one I'm going to there's a fewthings that everything afuge t subjects that we can funnel everything into orfew categories. For instance, this idea will do one of the following things.This idea will get me more leeats right this. This idea will get me morewebsite visitors. This idea will help me set more appointments. thesiety willhelp me get more shown appointments. This idea will help me get morevisitors from my website via social media right. So I know there is somesome ideas or there's some there's some categorries in which this these ideas Ilearn, are going to benefit my dealership in a financial way. Doesthat make sense? So, basically I have on the left a blank, and so I think ifI'm going to buy these leads. I know that's fifteen hundred a month and Iknow that I'm getting an additional x...

...amount of leads, so I'm going to writethis in the box in the one that says more incoming leads. That's that's whatit's going to get me! So, let's just break this down, I'm my Mat's going tobe terrible, but I'll say this thing's going to Gete me. A hundred more leads,that's easy to figure, so it says more incoming Leagues Times. Ten percentequals because we know if we get incoming Internet leads realistical hy.We want to close Robert Twelve to fourteen percent, correct yeah, but I'mGoingno. I want everybody to be real conservative when they're doing thisire going to gos ten percent, hi o say ten percent, so a hundredis going toget me have any more car sold per month. Ten Yea the next column says times averagegross fronten back preunit. Well, I know our store average as three grand acar, but I'm going to put twenty five hundred. So at ten cars times, twentyfive hundred means I'm going to get twenty fivesand dollars worth ofadditional monthly gross. Because of this ID fifteen hundred amonth, well yeah, yeah and but we're going to go into more detail in thefifteen hundred, so I've got twenty five hundred dollars. I mean twentyfive husand dollars worth of additional gross on my worksheep. Now the sameapplies. If I'm going to get more website visitors, I'm going to applyI'm going to multiply how many website visitors I get times one point: FivePercent Gim Flint: Who Does the money all presentation and things you know hethinks that if you get a hundred visitors, you're going tosell two cars off of that, you know it's two percent, so I backed off andsaid one point five, so you can multiply that whatever it is, you thinkit's going to help your dealership, so I'm only speaking on more leads, butagain you can monetize. Each of these different categories, so back to morein coming leaves we're at twenty five hsand dollars. So my income on thisidea is that I know it's going to bring twenty five thousand dollar more grossprofit to the dealership. Okay, now we're going to go to expenses andhere's where you get your deaver and your general managers attention. Firstof all, they understand the. Secondly, you've gone to the trouble tounderstand their plight that there are expenses that are involved with anyidea. So I I, where a statement has a bazilion lines on it. I've reallyseparated this into a hundred two three, four, five, six, seven, seven lines ananother one for miscellaneous, but the first thing says monthly product costin the description says the average monthly costof this product or service,if any, whether it be a subscription or per sale or porlead or whatever. So I'mgoing to move that over to fifteen hundred set up charge, there's not onepersonnel labor we're going to add another BDC person for fifteen hundreddollars, because we need some more people. The gross on twenty fiveHousano at thirty percent is seventy five hundred dollars andI'll go quickly through this, because I know we're getting short equipment. AmI GOINNA have to buy anything. I'm going, Ta Buy Fiftyr, headset, nomarketing and promotions and no training expense involved in this. SoI'm going to add those numbers up and come out with a total monthly expense.I'm going to take my income mie S, expense for a net profit. Then at thebottom I have sane additional uncategorize benefits like culture, CSI,ESI efficiency, speed. Whatever now, when I go talk to my General Magerdealer, I want to tease them with this statement. They've ast, I'm working onidea that I thinks going to put about fourteenhusand dollars worth of netprofit on the bottom line for the dealership, but I'm still analyzing allthe financial parts I'll get back within a couple of days. That guesswhat happens that dealeris going to follow that person around like a littlepuppy dog for three days? What's this idea? What's this idea? Why? Becauseyou're speaking their language now now who's Holdin the carts? How to win afriends and influence people, I'm telling so now, you're speaking net andso they're not only going to really listen to this idea because it makessam money. But you thought this thing...

...out and you're not only probably goingto get your idea through you're, probably going to be in line for thenext promotion. You know what I mean you, because you're thinking of this isan owner now and you're, looking at the expense structure and you're. Treatingthis idea is something that's going to make a net profit for this dealership,not something that's going to put money in your pocket. If you're a dealermanager do the exact dealer principal or a general manager, do the sameproject and go back your people and say here's how much money we can make I'lltake care of the bottom part. The expenses. That's on me pal. I believein you and we're going to put this the what you get paid on in your pocketI'll, take care of the expensives. Now you get buying from them, so you can go,take it from the general manager or dealer down or you can take it from thepeople that work in dealership up and it's a beautiful thing and those forms again. Everybody willhave links to that. It's that Danny Benitaas be n, itescom and then t f. Ifyou just sit ashand, then a where'd, you say you had them at theny is twntygright. Yeah t yeah that Rih for the Internet shows twenty group that he hadistntg. So it's Dany, Beniascom back is twentyg or just go to my labsite click,the Tory box and then the downloads and it'll be right. There you can printthem out and modify them. I don't care, Thea, look and it's free. It's freeguys and like that, seemed to be effective. You know, that's a good! Youknow it's probably better than what you're doing now you know, andespecially from a dealer standporter general manager that', sending peoplethere. This is a way to hold somebody accountable. You know and havesomething to to reference and just have a process for that, because that's whenyou said this, that's why I really wanted to to have you on a talk aboutthis is because that's something that we don't normally talk about, that younever hear really anybody talking about or giving input on, which is probablywhy you thought it would be a good workshop as well. That's why I do it. Ilove doing what people don't do well, and you know what and it's thebeautiful thing about it is you know everyone throws around the term ry yeah,let's measure Ouroyroy, but they never talk about the process behind it. So Ifeel, like you know that you just drops a wealth of information for car dealerswho are going to be attending these events. What you know what, even ifit's a Webinar man, I don't care, I feel like this stuff could apply tojust you know the variety of Info sessions that dealers can be apart of that's right, no you're right. I Dodn't even think about that. So,look, you could get these forms or you know and go into the build thesestrategies going into. Like Michael said, webanars or you know your ownmeetings where you know were to gather let's say: You're, a larger dealergroup and you're meeting the managers meeting or general managers meetingeverybody's getting together to kick around things. I mean it's, it's good, it's good, you know what Yomean structure and outline and something to fall. UBS, definitelyDanny. Thank you so much for being with us today. That was incredible. We'relooking forward to seeing you at Internet sales, twenty group, againeverybody check out his website, tripledw dot, Danny Banitascom,download those forms. You can actually get hem tripled, W dot, DannyBenitascom forward Istwtyg, and you know what, if you're,not attending conferences like this, you definitely need to make that a partof your plan again Danny. Thank you so much! No, no problem. Also on thewebsite. You can subscribe to my Danafesto, which is a newsletter thatI'm going to be doing ASOFOR. What I found learn about how you're not reallygood at surgery. I think you should really pick up on your surgery, skillsthere. I'm working well, you know they say work on your strengths and justforget it forget your weaknesses, intotet. Somebody else do it, so I'vedecided to let other people perform surgery on me from that one. There yougo done, love it. Thank you all right, Daddy, we'll see in a few days brotherlook forward to it. Man Thanks Guy...

Thank Sabellia thanks, you too, okay and guys was that not incredible,Mr Dany Benitas man. I took three pages of notesman. I don't know about you,Robert, Oh yeah. I got a man I'm going to categorize and Prioritiz them. I'mtelling you you know what the thing I love that he said was. You know hestarted out. He was talking about analyze and paralyze, and it's soevident that that's what's happening at a lot of dealerships across NorthAmerica. You know they go to these things. They come back with a wealth ofinformation, a ton of ideas, pages and notes. They call their sales meetings,they call their staff meetings, they try and convey this message, butnothing ever seems to happen, and I mean th the thing that I loved about itwas. This was a true conversation about rly. I feel like Danny dropped, someincredible hints about how to actually track an Rowyn and what we can tellit's all in a process. You've got to have a solid process leading up to theconference for at the conference, and then, when you return back to thedeaership from and he's the real deal, I mean you can tell he when he sitsthere and he talks about okay, you're coming back boom. Real life hitsthere's issues. There's problems arise because in the in this world in thedealership world, that's what we do. We we put fires out on a daily basis andhe's one hundred percent right. Your morale then decreases because you leavethere on cloud nine jacked up, and then he I mean he he couldn't explaind itperfect. That's a guy! That's been there. You know what I mean he'sspeaking from from experience, without a doubt love it. So I mean we're bothgoing to be there we're looking forward to seeing Danny an more detail. Talkabout this whole thing: Internet Salls, Twenty Group, Sean Bradley's event,dealers synergy is going to be incredible. Looking forward to it, youknow we're going to be dropping some crazy content from Internet sales,twenty group, so everybody definitely want to stay tuned for that. If youhaven't yet subscribed to the dealer, playbook Wou'd love to have youlistening in on a regular basis, because we're going to just keepdropping crazy bombs of information like that yeah. If you get any valueout of this of us with it being a new podcast right now, I really helps out alot. So if you can, you know subscribe and if o, if definitely if you got somevalue out of it, please leave us a review. We definitely would appreciatethat. Give you a shout out but again hit up his forms. Danny benidezcom istwentyg. The links will be in the notes, so you know I'm ready to get going. ManI'm about to go pack. My Bags for Atlantic city subscribe like commentfeedback. Anything you can give us visit US triplewt, the dealer,playbookcom and we'll talk to you next time. TAKE CARE OF EVERYBODY.

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