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 veteran, Danny Benites. Danny is the General Manager of Greg Lair Buick GMC of Amarillo Texas, and he has some 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, 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 Benites 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 Benites 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.
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