The Dealer Playbook
The Dealer Playbook

Episode 6 · 8 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 six, and this guy used to be a stand up comedian. You're dialed into the dealer playbook podcast, where it's all about winning out ter dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo, and here we go. Hey, everybody, what is going on? Michael Cirillo and Robert Wiseman with the dealer playbook. Robert, what is shaken brother? What is up everybody? How you doing? Man, we have just lucked out with these things. We just been lining up guests like crazy. If you haven't subscribed to dealer playbook, you've got to do it right now. Subscribe on Itunes, visit our website, triple w dot the dealer playbookcom. Today we are fortunate enough to be speaking with Mr Danny Benitas of Greg Lair Buick out in. Where's he? Amarillo Texamaillo Texas yet 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 you and I are. He's been a GM in the business and you know we're will apologize ahead and ahead of time for, you know, revealing what his ages. But you'll hear in the interview man, the guys so funny. He's like yeah, that means I've been a manager since I was nine years old, right, guys. So it hit man, I love I love Danny. I'm looking forward to seeing him at this come of week at the Internet sales twenty group, which in fact, is what we're talking about here, is he's dropping a little formula and techniques that he's created that that are going to help you and or whoever you send in your dealership to get the most out of the workshops, the twenty groups, the seminars, the trade shows, things like that. Right, Michael? Yeah, I mean there's so many things going on in the industry at almost you know, I feel this way. Maybe it's not exactly the case, but I feel like there's a new conference or a vent or workshop like at least every six weeks going on somewhere in, you know, North America. But the thing that I love about this, I mean you and I attend conferences, we speak at these things. Were panel us, Adam, there was my little plug for Internet sales twenty group. But you know, I feel like the dealers go to these things, they get all pumped up, they come back and they don't really know how to execute. So you guys, stay tuned for Danny coming up here in a minute, because he's actually going to just reveal the process. And I feel like in any success there's got to be a process, and you definitely, if you've listened to our past episodes, you're probably catching on to that trend that hey, if you want to be successful, there's a definite recipe for it and each thing that you execute on there is a solid winning strategy. So, you know, let's just jump right into this. Danny Beneit US again, general manager over at Greg Lair Buick, who is going to reveal the solid, winning, true brood and tattooed process for, you know, measuring a solid Roi from attending conferences. Let's turn it over. Here we go and just like that, here we are the dealer playbook, and I am happy to introduce again our guests today, my friend Mr Danny Benitez, General Manager of Greg Layer Buick in Texas, at Amarillo, Texas area. Danny, thank you so much for taking the time out. I know you're there on the front line right now. So I appreciate you taking the time to talk with us today. They go ahead to be here. Awesome, awesome. Now that Danny is a he's an interesting guy, ment super hilarious. We go back a little ways. Week connected first at the Internet Sales Twenty Group in Dallas. Definitely has some interesting takes on things and and we've been in touch ever since. And that's been a you know, few years back... he's been in this game. What how long have you been in the AUTOMO around this business? Danny started thirty years ago. Thirty years ago. As long as I've been alive, he's been in the auto industry. Everybody. I mean that's that's that's pretty impressive. An alms Abert. How long have you been a general manager? Since one thousand nine hundred and ninety five. Wow, that's credible. I was fifteen years old and Danny was a general manager of a car dealership. Could you made me feel it? Could you made me feel older? I mean I actually became a general and rum and I was nine. Yeah, I was Kong. You, you and I've done a really good job at keeping in touch too. I mean over the last fifteen minutes that we've actually known each other. Yes, so, you know what, thank you. It's been a pleasure. I mean I've enjoyed every minute of it absolutely. Yeah, well, we got we went on a whole tangent about dead wrestlers. Danny has an obsession. You, everybody knows, I'm a professional wrestling junkie. Well, Danny is doesn't much care for professional wrestling that's active now, more so as an interest and a fetish and obsession with dead wrestlers of the past. It is when you use the word fetish, it in currencerns me a little bit, but hi, I do. I like dead wrestlers better than real life. Awesome, awesome. Sorry, that's a definitely odd but nonetheless so. Anyway, guys, still, reason why we have Danny here today is not only because he's a friend the guys, a wealth of knowledge, has such a different outlook on things and he's there on the frontline executing this stuff every day, but I had a conversation with him the other day and we're both Michael, him and myself. We're all going to packing up and head to Atlantic City, New Jersey, here in the next few day days for dealer synergies and our friend Sean Bradley's next installment of the Internet Sales Twenty Group, which is always a blast and is always a great event. He does, Shawn does an awesome job. If you haven't been there, you definitely want to check that out. But Danny was talking about, you know, the whole workshop thing. You know the workshops, the twenty groups, the seminars, the masterminds, whatever. You know. In our business that's a big part of it is we invest a lot of money and we invest the time. Maybe you go to them, maybe you send somebody to it, what have you, but it's a big part of our business and they can be very, very, very valuable to you. There's awesome and amazing resources and tactics and strategies that are presented there every single day, nonstop. But the big problem in challenges are hey, listen, it's easy to go there and get some ideas, take down these ideas, but it's bringing them back and then getting, you know, buy in if you require to get by and will either either way, even if you're at the top, you have to get by in from the bottom for them to even execute. So Danny has some strategies and techniques that I was blown away by that. I want him to want to bring them on here and Michael and I wanted to let you get it a little taste on this because it's such an important and vital you know, actions to take back and you know, put them in act. What goods and idea? We all have ideas, we all have plan strategies, but we got to execute them. So, Danny again, thanks for coming on and good men, just give us a little rundown on what we were talking about. Well, first of all, both of you, thank you a lot for having me on the show. I'm really excited for for both of you very talented people and and I know I'm going to be listening on a regular basis. Well, as a general manager, you know, my job is to go in and examine expenses and determine roy on different things that we do, whether it be, you know, marketing, advertising expenditures, personnel whatever. Well, you know we spend a tremendous amount of money sending people to conferences...

...or myself attending conferences, and so you know, in the past it seems like we've done that haphastardly as an industry. We just go to these conferences a lot of times there's fun, there's some entertainment, involves some good food and fellowship and all these fun things. We get a lot of ideas, we come back, real life hits us in the face and they kind of dwindle and, you know, we may pull a few things out, and I just didn't think it was an efficient process, especially when you're talking about spending a thousand or fifteen hundred dollars for enrollment in one of these conferences, whether it be a one, two, three day event. You're talking about travel expenses. I'm getting ready to fly to Atlantic city from Amarilla. Text is that. I promise you it's not cheap. Then when I get there, you know I've got my expenses of the hotel and, of course, my gambling expenses, which I'm sure are going to amount but you your way. These are things that we're going to spend money on. Well, anytime that somebody comes in here and has some great new idea of a way for us to increase our business, we want to measure how much your costs and what we're going to get back out of it. Right. Well, here's the deal. Why aren't we doing that with the conferences that we're attending or things that were trying to go to to gain knowledge. And so what I've done is just come up with a plan. You know, it's funny how many things that we do get better when we just have a plan and we execute a plan and we just think about what we're going to do with this conference number one before we go. So what I'd like to do to begin with, it's really three steps. We're talking about what to do before you go, what to do while you're there and what to do when you get back. So, before you go, what you really need to do is to determine, my suggestion is for or less subjects that you want to learn about now, and I'm going to use the Internet, upcoming Internet sales twenty group as an example. And this is digital marketing, this is BDC's and phone skills. You know, that's kind of the the crux of this particular conference I'm about to go to. So please understand. You can adapt this. If you're going to a used car seminar, inventory, General Manager Dealer School, you're going to a sales workshop about the showroom sales process, whatever it is, you're going to know the subjects that are going to be presented once you go. Here's the thing. At this particular deal we're going to and your you know what I'm talking about. It in a net sells twenty group. I mean the subjects are, you know, building BDC's and phone skills and email leads and KPIS and video and sales management and paper click and SEO and social media and Blah, Blah. I mean there's a million subjects. So if I go there without a plan, Robert, I'm going to be inundated. I'm going to be scratching things down right and left. It's going to be convoluted, it's be messy, one idea is going to trump another idea and I'm going to be overwhelmed. And we all know paralysis by analysis. You get too many choices, are too much information, and what do we end up doing? Nothing because it's just overwhelming. So my the first thing I want to do is I want to say, you know it my dealership. I really feel like phone skills is an area we need to work on. Third Party leads to something. I want to learn about sales management and SEO. Okay, it's so, whatever it is, I want to limit it to for I wouldn't bother me a bit if people did one or two, because that's palatable. I can really get in there and concentrate. Now I'm going to record ideas under other subjects, but I have a sheet here that I call my kick ass subject sheet and basically there are four forms. Each one has a list of a bunch of ideas for this particular conference of subjects. So I'm going to look through there, maybe pick one, go off the board and pick one of my own. I'm going to write at the top. Email leads at the top of this little page. Then the next page I might put website traffic or whatever. So I'm going to separate these into the four subjects that I want to go there and concentrate...

...on. Then I'm going to have another sheet that just says nuggets. And I actually have these forms, by the way. will say this again later. These are available on my website at www dot benet us da, nny, be and ITESCOM and you can go there to my toy box section and it says downloads. Go there and you can download these forms and you can look at him. You will be sure to link to that, put links into the show notes and on the site in the post for this episode two for everybody to go ahead and and get to those two. So don't worry about writing that down, people, you'll have access to it. Awesome and so anyway. But this particular sheet I'm talking about that has my so one of my four subjects. There are just simple blanks there where you can start writing ideas down. Next to it is a Gros a column that says rank. We're going to do that later, but the first thing we're going to do is with when I hear something about email leads, my ears are going to perk up and I'm going to take that sheet and I'm going to write down these ideas. I need to work on my templates. I just heard another guy talk about doing video business cards. Wow, that sounds good. I'm going to try that. Another guy saying we're working towards five minute responses. I'm going to write that I'm working on a video walk arounds attached to my emails or whatever that has to do with email leads. So I'm writing these ideas down. Once I get through the weekend I'm going to go back through my notes. Then I'm going to rank these ideas within each subject. This subject may have five ideas. My other page, that's on paper, Click advertising. My have ten ideas, so and so forth. Now, once the once the conference is over and I've accumulated all these great ideas, then I'm going to go back and look at the fourth subject. And first I'm going to prioritize those subjects in the subjects that I think are most important to my dealership, that are most actionable plans. And so I'm saying email leads is my big thing. So that's going to be my number one. My paper Click advertising, that's my second most important, fast number two. So let me recap. I'm going to categorize my subjects. Then I'm going to prioritize the ideas I get within each subject. So now I have a very organized set of ideas. I've taken all this chaos and I've created a uniform way of recording them while I'm there, because if I try to recap later, Robert, I can't really remember the context in which these ideas were given. So I'm doing it as I go. So I have realistically 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 something totally off subject, like I need to buy an orange so some don't need to buy an orange tie. I need to buy a south the dog hat and silver chain. Does something I need? I need to learn to play the guitar, you know whatever. And so these are these are the things and then I'm going to look at those. Those are just little things that I want to do later. So now I have my plan. So I've planned ahead of time because I know what subject need to work on, I've been to the seminar and I've got these ideas. Now a hard part. The thing I wanted to spend one more time on is I've got this idea and I'm ready to go back. And what I've liken this to is the difference between carrying something around on a flatbed trailer and carrying something around in an armored truck. It seems like when we go to conferences, we back our flatbed trailer up and we throw these ideas on this flat bed trailer, then we get in our truck and we drive ninety miles an hour down the highway as these ideas blow off the trailer. Okay, if anybody's ever had a fat bed trailer and you didn't tie anything down. You're going to get to your destination. Nothing's going to be left on a trailer. However, in an armored car, I know, everything safe and secure in there. So that's one of the things that I've one of the analogies I've created in that, you know, we have to take these ideas home in a secure manner and in by...

...first categorizing the subjects and then prioritizing ideas inside there, I feel like we're going home with with this information more safe. So let me ask you this. So back, backing up to the pre you know, the preconference and and and sketching out and developing. You know to mean what what you're you know your top you know, take homes that you're looking for, where you're looking to get the most help in. So, like do you sit down with you know, your depending on the position that the individual is in the dealership, but are you analyzing this stuff bringing it down yourself, or are you going to like your desk managers, or even, you know, Internet to part? You know, Internet people, BEDC's, etc. Sales people, asking them. Okay, where do you think in this? You know. Okay, so we're going to a digital this is, but this is predominantly digital stuff. So we're here in the digital realm. Do you think we need the most help? Basically to we understand the question and I'll return it with a question. What do you think I'm going to get more buying when I get home? which technique? If I go to find these ideas out myself and go in decide myself, or if I involve the very no doubt. Yeah, absolutely effects. So, without a doubt, that's today. The answer to that is exactly what I'm sure you you're expecting. Is that it's a team situation. So if I know that I'm going to come back, hopefully with the primarily with primarily ideas for my BEDC I'm going to talk to them about what they think the areas that we need to improve on. Now I may lead that conversation as a general manager and the same way a salesperson does with a customer. I may lead them down a path knowing what we need, but I want them to identify it. When I come back. If I presented as a general mancher them and I say I have some great ideas that will help you accomplish the things you automatically, they're they're they're going to be defense it all their body. Yes, they're ready to go because I flew all the way to Atlantic City to support something they felt was important. Yes, but what? Okay, so I missed UNDERSTO, we're saying. But I'm saying, though, if you come back, let's say, you don't do that and sit down there and that's that's a good one. Right there, people, is that something that I guarantee a lot of people that are going to these conferences do not do. And it just a simple fact that, even if you know, listen, I already got these things listed and I know what I'm going to get. But even just the simple fact of you just, like you said, what like a salesperson with a customer. You're just leading them down that road just to just to show that, hey, I care what you what you think, what you say does matter, you know, and it's just the simple fact that, and it could go such a long way. And that's coming from someone that was in that position that that just didn't feel like I was being engaged with enough from, you know what I mean, my higher ups, and I you know they weren't maximizing me at all. So I can tell you. Let me tell you the peak that today's employees. It's different than when I started. Today's employees, their number one and the number one thing they'd want with an employer is they want to feel like their part is something bigger and they want their voice to be heard. Salaries number for number one is they want to be a part of something. So make them a part of something. And I hate to say you're doing it for selfish reasons, but I'm telling you, you can set this deal up. It's their idea, they come back and they jump in. Now that's just part of it. That is a general manager or a dealer going to a conference, coming back and wanting to sell and get it implemented when he's selling to the people. Now, the sad part is is a probably only about twenty fivetors sent. The people that are attending these conferences are actual dealers and general managers, because most dealers and general managers are lazy and they want to just send someone. Hey, you go to this conference, you go get smart, come back and make me a lot of money. I'm going to be at my beach homer...

...and so you know. So if this is just part of it, I want to make sure we get to the part where, if you're a salesmanager, salesperson, Internet coordinator and you go get these ideas how to come back and sell this, do your general manager and dealer? So kind of along these lines we're talking about. You know, we kind of did a rewind to pre event or preconference and, you know, you talked about the plan that you have in place and it really sounds like we're approaching this, you know, primarily from the angle of, you know, one of the higher ups, the GM, the dealer principle or somebody attending these conferences and what their process is. are to any of those steps apply to determining who from your team you're going to send to one of these conferences? Absolutely, I think that's something that we don't think enough about. So I'm the general manager of the dealer and I'm ready to send somebody that that's going to attend one of these conferences. I, as a general manager dealer, have a responsibility. Number One, I'm spending my hard earn money. I'm spending money that I get paid on. It's a general manager because I get paid on that. The dealer spending money that they have sending somebody. So the way to maximize their Roi is to make sure that they know the subject matter of the conference they're sending it to and not just an over for you. They need to know detail who speaking, they need to listen to youtube videos from those people, read some material, make sure the information they're giving is information that they want their people hearing and so that they're trusted in their people that are in the industry and that have a good track record. Because, as a deal in general manager, I'm not saying you don't want to trust your people, but don't put your five thousand dollars in the hands of somebody who wants to go to a conference in Las Vegas, because why? Because it's in laws of Vegas. Yeah, you know, hey, there's this really good thing in Las Vegas I want to go to. Well, who is it? I don't know. It's some guy. What what are you looking for in your in your team to, you know, help you identify? Yeah, you know what it's going to make sense for this individual to go to that conference. What are some key characteristics? Well, first and foremost, I would love to tell you that I think that strategically about it, but I really look at it more like this. What kind of a human I mean, this is just a good purson. I know this person. They're hard is in it, they're passionate, they're going to go and really want to learn to come back because they want to succeed. I really care more about that than technically where they're at in the dealership. But if they are, you know, of course, if I'm sending the Internet sells twenty group, I'm not going to send my warranty clerk. I will I definitely you don't want to send my BBC coordinator or my director. Maybe it's someone that needs the concepts that are that are tailor made to what's going to be taught there. Maybe it's my director that maybe it's going to be a white spectrum of topics. I need somebody who could absorb that, with the knowledge they have or the knowledge that's at that at that conference, is going to take them to the next level. Really doesn't take a lot of thought. I think it just takes some thought and make sure the expectation is in the process. You've got a process out. They know what's expected of them when they return from that conference. Yeah, thanks. Thank about this. I'm saying. I'm saying a Robert, don't want you to go to this conference. Here are some sheets. The first thing we're going to do is set and talking about what we need, what you think, what I think we need. Secondly, here's how I want you to record these ideas. Third here's the analysis. I want you to do that. That's perfect for accountability, also to track where your money's doing, what this investment is doing for you. Make it or this person didn't go out there and and throw down all night. Well, and because you've engaged them prior to going to the conference by, you know, kind of getting them geared up, showing them what it's all about, getting their input, I believe it's it comes from a certain and I really like the the the part where you're talking about like fine, get the list of the presenters and the workshops, who's putting on the...

...workshops, and and and watch youtube videos of it. Make sure that their message is what you want your people to hear. It's the way that you do business, or you you're willing to do business or sabotaging your own effort. Absolutely, yeah, I'm reading about preaching this message and I'm just sending him to a guy preaching another message. And I'm just compounded my problem. So in again, the fun part, the part that I think your listeners and you guys both are going to get a huge kick out of, is this third part, and I'd like to attack it first, unless you guys have other questions, I'd like to attack it. Go for it, go for it us far as someone who's not a dealer, a general manager, who 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 the People's face that are at the seminar and they've heard these great ideas. I mean, you've done it, both of you, to everybody so pumped up. It's just ridiculous. You know, I'm pumped up my pin. I've gone through three pins. I've written out nineteen pages and notes. I'm going to go back and I'm going to get rich and it's going to be exciting. G I hope my manager go for it, but either way this is going to be fun. I'm pumped. Okay, you get on the plane, you just can barely set still. You're making your notes, your category. You know you're getting all excited and then life sets in. Your cell phone starts blowing up. You get back to the dealership, the lot quarters backed into another vehicle, you got service heat to salesman quit. Your finance manager wants to raise you're getting contracts bounce back. Your numbers have slipt, you've dropped pace. All these things have happened and you take those guy ideas you so pumped out out, but because you have these immediate problems, you said them on the corner of your desk and you start attacking problems. Your excitement level drops immensely. Every day, every day, you keep looking over at those ideas. Yeah, I got to get to those one of these days. Back to the heat, back to the grind, blah, blah, blah, oh gosh, the for us gone. It's gone. The ethers worn off and we're back to square one. And as adither. What has my money done for me? Nothing, I mean a lot of times, sadly enough, nothing, not just a little bit, nothing. So this last part helps to kind of break through that, because sometimes less as more. So we've really let's let's just paint a picture where we've gone through this. We've categorized, we've prioritized. We've got right now an idea that I know is going to cost our dealership fifteen hundred dollars a month to sign up for these. This new company called Super Leads is is a company. I want to buy these leads because I've found at this seminar that they have these best leads. They scrub am around, they all buy cars within fifteen minutes. And yes, this is something I want to do. This is something. We need more leads anyway. This is really the first thing I would like to implement. But when I go back to my store under the normal scenario and say hey, boss, I got this really cool idea. There's this company called Super Lead, just one five hundred a month, but everybody's doing it, I think we make like get out of here, get out of my office. You know we can't spend any more money. You're wearing me out with these expenses. Then you walk out with your tail truck between your legs. All the rest of the ideas are you know, you trun those in the trash because my boss doesn't love me and it's back to square one. Right. Does that sound familiar? Yeah, I mean I think it sounds from mere with anyone that's ever been and they come back and it's because they didn't attack the whole conference try and they went into their general manager dealer and they didn't present the idea. So, realistically, the Salesperson or the Internet coordinator or whatever, when they...

...come back, they need to present this idea to their general manager or a dealer the same way as salesman presents a product to a customer. I'm going to go sell this to him. So I really need to kind of go through the steps of the sale with them. I need to make sure that I'm prepared, that I've qualified, I've done all these things and I understand what is going to get my general manager excited and what he's not going to really care about. You know what general managers and dealers like? They like net profit. You know what? They hate? Expenses. Why do they hate expenses? Because it affects her net profit. Why they hate that? Because that effects her paycheck. So when you just go in and throw an expense at them, that's all they hear is expense. So I wouldn't go to Mexico City and present an idea in German. They're not going to buy it. First thing I have to do is I have to learn to speak his language. Dealerships. This is an important point. Dealership managers, general managers and dealers speak net. Everyone else speaks gross. Everyone's pay plan is based on gross. The general manager and the dealer typically the deither for sure. The general managers, typically their pay plans are predicated on net profit. So that's why you use car manager wants to start Ninezero cars, and that's why we want to do all these things, because we're just paid on sales. So the idea is to prepare, are this idea. So what I've created, the third form that you'll find at the link later to download is called my kickass idea profit and lost statement. We are going to create a miniature statement on an idea. Now, I don't know about you, but my dealer speaks this language. He speaks financial statements, he speaks profit and lost statements. And even if you're a person who's never looked at a financial in your life, you never looked at a pl this sheets so easy it's ridiculous. But it puts things in the category of income and expenses and net profit, which, as a general manager. Now you're singing my song. Now I'm listening. Would you? Would you guys agree? Yeah, yeah, for sure sense. So here's the deal and and through the power of PODCASTS, I will paint a picture of this. For the very top, a little section just says here's my brilliant idea, and that's where you ride out that I think we should buy leads from this really cool company called super leads, and that's it. That's my idea. That's I just want to name my idea up there. The next segment basically is income and it's it looks like a miniature excel spreadsheet, but there's just a few columns in a few rows, and so what I have to do immediately is I have to find out I have to monetize my idea. Okay, so I'm going to analyze and monetize at this point. You remember, before we categorize and prior ties. Now we're going to analyze and monetize this idea, and so I have some formulas in here because at it works off like the one I'm going to there's a few things that everything are few to subjects that we can funnel everything into, or a few categories. For instance, this idea will do one of the following things. This idea will get me more leads, right this. This idea will get me more website visitors. This idea will help me set more appointments. This idea will help me get more shown appointments. This idea will help me get more visitors from our website via social media. Right. So I know there is some some ideas, or there's some there's some categories in which this, these ideas, I learn, are going to benefit my dealership in a financial way. Does that make sense? So basically I have on the left a blank and so I think if I'm going to buy these leads, I know one thos five hundred a month and I know that I'm getting an additional x amount of leads. So I'm going to write...

...this in the box, in the one that says more incoming leads. That's that's what it's going to get me. So let's just break this down. I'm my Mat's going to be terrible, but I'll say this thing's going to get me a hundred more leads. That's easy to figure. So it says more incoming leads times ten percent equals, because we know if we get incoming Internet leads realistically, we want to close. Robert Twelve to fourteen percent. Correct. Yeah, but I'm going to I want everybody to be real conservative when they're doing this. Is going to go ten percent. I'm going to say ten percent. So a hundred is going to get me how many more cars sold per month? Ten? Yeah. The next column says Times average Gross Front and back per unit. Well, I know our store average is three grand a car, but I'm going to put twenty five hundred. So ten cars times twenty five hundred means I'm going to get twenty FIVEZERO dollars worth of additional monthly gross because of this ide. One five hundred a month. Well, yeah, yeah, and but we're going to go into more detail in one fifteen hundred. So I've got twenty five hundred dollars, I mean twenty fivezero worth of additional gross on my worksheet. Now the same applies. If I'm going to get more website visitors, I'm going to apply. I'm going to multiply how many website visitors I get times one point five percent. Jim Flint, who does the money ball presentation and thinks, you know, he thinks that if you get a hundred visitors you're going to sell two cars off of that. You know it's two percent, so I backed off and said one point five. So you can multiply that whatever it is you think it's going to help your dealership. So I'm only speaking on more leads. But again you can monetize each of these different categories. So back to more incoming leads. We're at twenty FIVEZERO. So my income on this idea is that I know it's going to bring twenty fivezero dollars more gross profit to the dealership. Okay, now we're going to go to expenses, and here's where you get your dealer in your general manager's attention. First of all, they understand the secondly, you've gone to the trouble to understand their plight that there are expenses that are involved with any idea. So I've I were, a statement has a bazillion lines on it. I've really separated this into one two, three, four, five, six, seven, seven lines and another one for miscellaneous. But the first thing says monthly product cost. In the description says the average monthly cost of this product or service, if any, whether it be a subscription or per sale or per lead or whatever. So I'm going to move that over. One thous five hundred set up charge. There's not one personnel labor. We're going to add another BEDC person for fifteen hundred dollars because we need some more people. The gross on Twenty Fivezero at thirty percent is seventy five hundred dollars. And I'll go quickly through this because I know we're getting short equipment. Am I going to have to buy anything? I'm going to buy a fifty dollar headset. No marketing or promotions and no training expense involved in this. So I'm going to add those numbers up and come out with a total monthly expense. I'm going to take my income sixpence for a net profit. Then at the bottom I have some additional uncategorized benefits like culture, CSISI, efficiency, speed, whatever. Now when I go talk to my general manager dealer, I want to tease them with this statement. Hey, boss, I'm working on idea that I think's going to put about out fourteenzero dollars worth of net profit on the bottom line for the dealership, but I'm still analyzing all the financial parts. I'll get back within a couple of days. I guess what happens that dealer is going to follow that person around like a little puppy dog for three days. What's this idea? What's this idea? Why? Because you're speaking their language now. Now, who's holding the cards? How do we flads and influence people? I'm telling you. So now you're speaking net and so they're not only going to really listen to this idea because it makes some money, but you thought this thing out and you're not only probably going to get your idea through, you're...

...probably going to be in line for the next promotion. You know what I mean you, because you're thinking of this as an owner now and you're looking at the expense structure and you're treating this idea as 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 dealer manager, do the exact dealer principle, or general manager, do the same project and go back to your people and say, here's how much money we can make. I'll take care of the bottom part the expenses. That's on me. Pal, I believe in you and we're going to put this, the what you get paid on, in your pocket. I'll take care of the expenses. 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 the people that work in dealership up and it's a beautiful thing. And those forms again and get everybody will have links to that. It's at Danny been need as bee and Itescom and then it f if you just sit and then at wheld you say you had them at the any is is twentyg right, yes, that's yeah, that's right. For the Internet, Show Twenty Group and Yeah, I asked twenty g. So it's Danny Beny. Justcom back. I is twenty G. or just go to my website, click the Tory box and then the downloads and it'll be right there. You can print them out and modify them. I don't care the look and it's free. It's free, guys, and like that seemed to be effective. You know, that's a good you know. It's probably better than what you're doing now. You know, and and especially from a dealer standport or general manager that's sending people there, this is a way to hold somebody accountable, you know, and and have something to to reference and and just have a process for that because that's when you said this. That's why I really wanted to have you on to talk about this, is because that's something that we don't normally talk about, that you never hear really anybody talking about or giving input on, which is probably why you thought it would be a good workshop as well. That's why I do it. I love doing what people don't do it well. And you know what, and it's the beautiful thing about it is, you know, everyone throws around the term Roy. Yeah, you let's measure Roy Roy, but they never talk about the process behind it. So I feel like, you know that you just drops a wealth of information for carders who are going to be attending these events. What, you know what, even if it's a Webinar, man, I don't care. I feel like this stuff could apply to just, you know, the variety of INFO sessions that dealers can be a part of. That right now, you're right, I didn't even think about that. So, look, you could get these forms or you know, and go into the build these strategies, going into, like Michael said, webinars or, you know, your own meetings where you know where to gather it. Let's say you're a larger dealer group and you're meeting, the managers meeting or general managers meeting, everybody's getting together to kick around things. I mean it's it's good. It's good. You know what you mean. Structure and outline and something to fall absolutinitely. Danny, thank you so much for being with us today. That was incredible. We're looking forward to seeing you at Internet sales twenty group again. Everybody check out as website, triplewdandy Benitascom. Download those forms. You can actually get him. Triple W dot Danny Benitascom. Forward Slash I s twentyg and you know what, if you're not attending conferences like this, you definitely need to make that a part of your plan. Again, Danny, thank you so much now, no problem. Also, on the website you can subscribe to my Danifesto, which is a newsletter that I'm going to be doing awesome stuff. From what I found, learn about how you're not really good at surgery. I think you should really pick up on your surgery skills. There I'm working well, you know they say work on your strengths and just forget it, forget your waitnesses and let somebody else do it. So I've decided to let other people for surgery on me from now on. There you go, done. Love it. Thank you all right, Daddy. Will see in a few days, brother. Look forward to it. Man. Thanks, guys, thanks, civilian. Thanks, you...

...two. Okay, and guys, was that not incredible, Mr Danny Beneitas, man, I took three pages of notes. Man, I don't know about you, Robert. Oh, yeah, I got him and I'm going to categorize and prioritize them. I'm telling you. You know what? The thing I love that he said was. You know, he started out he was talking about analyze and paralyze, and it's so evident that that's what's happening at a lot of dealerships across North America. You know, they go to these things, they come back with a wealth of information, a ton of ideas, pages and notes. They call their sales meetings, they call their staff meetings, they try and convey this message, but nothing ever seems to happen. And I mean the thing that I loved about it was this was a true conversation about Roy. I feel like Danny drops some incredible hints about how to actually track an Roy and and what we can tell. It's all in a process. You've got to have a solid process leading up to the conference, for at the conference and then when you return back to the dealership from and he's the real deal. I mean you can tell it when he sits there and he talks about okay, you're coming back. Boom, real life hits, there's issues, there's problems arise because in there, in this world, in the dealership world, that's what we do. We we put fires out on a daily basis. And he's one hundred percent right. You're a row than decreases because you leave there on cloud nine, jacked up and then heat. I mean, he's he couldn't explained it perfect. That's a guy that's been there, you know what I mean. He's speaking from from experience. Without a doubt love it. So I mean we're both going to be there. We're looking forward to seeing Danny in more detail talk about this whole thing Internet sales twenty group, Sean Bradley's Event Dealer Synergy. It's going to be incredible. Looking forward to it. You know, we're going to be dropping some crazy content from Internet sales twenty group, so everybody definitely want to stay tuned for that. If you haven't yet subscribed to the dealer playbook. We'd love to have you listening in on a regular basis because we're going to just keep dropping crazy bombs of information like that. Yeah, if you get any value out of this of us, with it being a new podcast right now, really helps out a lot. So if you can, you know, subscribe and I if definitely, if you got some value out of it, please leave us a review. We definitely would appreciate that. Give you a shout out, but again, hit up his forms, Danny Benitezcomis g. The links will be in the notes. So you know I'm ready to get going, man. I'm about to go pack my bags for Atlantic City. Subscribe. Like comment, feedback, anything you can give us. Visit US triple w dot the dealer playbookcom and we'll talk to you next time. Take care of everybody.

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