On the Rise: Cole Benton

Cole Benton

Management & Business Development | Black's Tire Service Inc. | Leland, N.C. | Age: 25

What was your first job in the industry?

I grew up in the tire business, working at our wholesale distribution center where I was involved in unloading, loading and shipping tires.

What attracted you to the industry?

I was drawn to the tire industry from a young age through my family’s involvement. Working hands-on in our distribution center gave me a deep appreciation for the fast-paced logistics, customer relationships and the essential role tires play in keeping people and businesses moving.

What is the biggest challenge you’ve faced in your career?

The biggest challenge I have encountered in the tire business is effectively managing my time.

Who has had the biggest influence on your career?

My grandfather Ricky and my dad have been the greatest influences in my career. They taught me the value of hard work, dedication, and what it takes to elevate our family business to the next level.

Tell us about your current job and responsibilities. How do you spend your workday?

I am currently focused on driving sales volume and increasing tire sales within our retail stores, while ensuring we provide the highest level of customer service.

Tell us about your family.

Growing up, I was always involved in different parts of our family business, Black’s Tire. My grandparents, Ricky and Dianne, taught me early on the importance of family and the value of the relationships our business has built over the years. I’ve also been fortunate to learn directly from my dad, Rick Benton, and my uncles, Ryan and Jeremy Benton, whose leadership has played a major role in our company’s growth. Today, my twin brother Cody and I are proud to be working full-time in the business, continuing to grow and build on our family’s legacy. Looking ahead, my older brother Trey also plans to join the business in the future, further strengthening our family’s involvement.

What is the most essential professional skill for someone in your job?

Customer service and relationship-building are the most essential professional skills in the tire industry. Establishing trust and strong connections with both customers and team members is what drives long-term success and loyalty.

If you could start a new career tomorrow, what would you do?

If I could start a new career tomorrow, it would be in golf. I love playing with my friends and family — it helps me relax while also bringing out my competitive side.

Do you live by inbox zero, or inbox disaster?

I live by inbox zero and pride myself on being highly organized. I stay on top of every detail and ensure my work and systems are always streamlined and efficient.

In the next 10 years, what will be the biggest change in the tire industry?

Over the next 10 years, I see the biggest changes in the tire industry being driven by advancing vehicle technologies. From a customer service perspective, this will require staying informed, educating customers on new products, and providing convenient, efficient service to meet the needs.

What moment in life would you like to live over again?

I’d love to go back to my high school days. The friendships and connections I made back then were something special. Playing sports, especially baseball, was so much fun and gave me some of my best memories before moving on to play in college.

What hobby or activity helps you unwind?

Golf is my sport of choice for relaxation, helping me recharge, stay focused and enjoy time outdoors. Also, I enjoy spending time with my wife and family.

If it was your job to persuade new people to join the tire industry, what would be your best selling point?

My best selling point is the deep sense of family connection that runs through the tire industry — especially within our business at Black's Tire. We treat our team and customers like family, and that culture drives everything we do.

What’s one thing you would change about yourself?

One thing I would change about myself is learning to be more patient, especially when things don’t go as planned. I’m always eager to improve, but I know slowing down can lead to better decisions.

Pick a celebrity and explain why you think he/she would be a great tire dealer.

Dale Earnhardt Jr. would make a great tire dealer because of his long-standing connection with Goodyear. As a NASCAR legend, he drove trusting Goodyear racing tires at top speeds, making him perfect ambassador for the tire industry especially Goodyear.