SEMA 2026

The SEMA Show offers an attendee experience like no other trade show on the planet. It's the best place to see thousands of the newest automotive performance products from new and iconic exhibitors, discover the latest product and vehicle trends, and develop essential skills by attending any one of the 99+ free education sessions – all of which are led by top industry professionals.

Our Institute Speaker Line Up:

Advanced Sales Strategy

By Cecil Bullard

Learn the top 13 sales strategies that increase your odds of success at the counter from one of the industry’s top Sales Trainers. Learn how to create and use your Unique Selling Proposition to control the conversation, determine if this is the right customer for you, control the conversation, guide them to the best conclusions and get them to say YES! Add sales arrows to your quiver that turn phone shoppers to buyers. Learn the keys to stacking the sales deck in your favor and to winning the Game.

Reviews to Raving Fans

By Jimmy Lea

If Google is the new word of mouth, your reviews are shouting your story to the world—good and bad. In this high-energy session, Jimmy Lea shows you how to turn casual reviewers into raving, referring superfans and weaponizing your Google profile for growth.

You’ll discover why you need every flavor of review—1, 2, 3, 4, and 5 stars—to look real, trustworthy, and irresistible. Then we’ll dive into exactly how to answer glowing praise, painful truths, and the dreaded “Mayor of Crazy Town” without losing your cool or your customers.

You’ll also get a behind-the-scenes look at the three phases of removing toxic or fake reviews—and what to document, save, and screenshot so Google actually listens. Walk out with a plug-and-play review playbook you can hand to your team and start cashing in on tomorrow.

Actionable Takeaways:

1. Make Every Star Work for You: Turn 1–5 star reviews into proof, personality, and powerful social proof that converts skeptical shoppers into buyers.

2. Steal Jimmy’s Response Scripts: Copy and customize battle-tested replies for 5-star love, fair criticism, and unhinged 1-stars from the “Mayor of Crazy Town.”

3. Use the 3-Phase Review Removal Plan: Follow a simple, repeatable process to flag, escalate, and remove fake or policy-breaking reviews.

4. Build Your “Review Intelligence” Vault: Learn how and why to archive reviews, profiles, and patterns so you can improve training, systems, and marketing.

5. Turn Happy Customers into a Hype Squad: Install easy, no-pressure habits that get more Google reviews, more often—so your next new customer feels like they already know you.

Challenge to Champions: Building a Resilient Workforce

By Kent Bullard

Transform your team into a powerhouse of resilience and leadership with this engaging and actionable workshop. Dive into the core strategies of building a strong company culture, creating an effective organizational structure, and developing clear job descriptions that drive accountability and clarity. Learn how to attract, hire, and train top talent while fostering their growth through goal setting and effective team meetings.

This class equips business owners and managers with the tools to:

• Define and communicate your company’s vision and values.

• Build a structured framework for roles, responsibilities, and growth.

• Implement hiring practices that bring in high-performing team members.

• Develop training programs that set your workforce up for success.

• Conduct impactful team meetings that align your goals and drive results.

Discover how to nurture leadership at every level and create a workforce committed to excellence and long-term success. Perfect for those seeking to foster a thriving and dedicated team in a competitive business landscape.