Raul Tomsa (aka “The Vincierge”) joins Doug Horner to explain how he went from finance and pre-owned roles back to the sales floor—and why it’s working. The conversation covers his unconventional path into car sales, the difference between finance and sales management, and his “one price / one hour” approach. A big focus is how his social-media content supports lead follow-up and builds trust, not just views. He also discusses Motorworks’ “one and only” process, A-to-Z selling across six brands, and why personality beats corporate posting.
Raul Tomsa, aka @vincierge did something unheard of in the automotive world. He left behind the steady job of sales manager to get back on the sales floor and start making automotive content. Raul sits down with Doug Horner, aka @BenzsandBowTies for a full length interview brought to you by @CallRevu to unpack WHY he made this surprise move, and how the unique dealership group he works for has made it an intriguing option.
Hosted by Doug Horner, General Sales Manager at Mercedes-Benz of North Olmsted and a rising voice in automotive social media, this new podcast brings a transparent, high-energy perspective to dealership operations, leadership, and digital engagement.
Known online as @BenzsandBowTies he has amassed 500K+ followers and 25MM+ viewers monthly across his channels where he often blends humor into content resonating with agents, operators, and customers alike with authenticity and real-world dealership insights.
"We all are consuming social media all day long every day,” Horner shared in a recent Car Dealership Guy interview. “If everyone is doing this all day long, then that's where we need to be.”
The Doug Horner Show dives into what drives dealership success today through candid conversations with respected industry leaders, performance coaches and digital creators shaping modern automotive culture.
About Doug Horner
Doug Horner is General Sales Manager at luxury dealership, Mercedes-Benz North Olmsted, and the creator of @BenzsandBowties, a brand centered on real dealership culture and leadership perspective, and the joy of the work, as an auto industry influencer.
About CallRevu
CallRevu is the leading communication intelligence platform built for automotive retail—empowering dealerships to take control of every conversation, from the first ring to the final result. Our holistic solution combines an automotive-specific hosted phone system, call monitoring, performance training, and reputation management–fueled by AI-powered analytics that turn every customer interaction into actional intelligence. Founded in a dealership in 2008, CallRevu was created by the industry, for the industry to drive revenue, improve performance, and deliver exceptional customer experiences.
"This episode is brought to you by Call Review, the dealership intelligence platform that connectsevery conversation to performance... CallReview, where communication meets intelligence."
CallReview sounds like a tool dealerships use to track phone calls and improve how they sell cars. It helps managers understand what’s happening and coach sales teams.
CallReview is described as a dealership intelligence platform that ties together phone calls, AI-powered attendants, analytics, coaching, and reputation insights. In modern automotive retail, call tracking and analytics are used to improve lead handling and conversion rates.
"I worked for two and a half years at a Volkswagen store. I left that to do some uh transport work."
Volkswagen is a car brand. The speaker is saying they worked at a Volkswagen dealership, which means they were selling that brand’s cars.
Volkswagen (VW) is a major global automaker with large dealer networks in the U.S. Mentioning a “Volkswagen store” places the speaker in a specific brand’s retail sales environment, which can differ in training, inventory, and sales processes.
"The car business pulled me back in when I decided to get my own dealer license, if you could believe that."
A dealer license is permission from the state to run a car dealership. It’s what makes it legal to sell cars as a business.
A dealer license is the legal authorization required to buy, sell, or broker vehicles as a dealership. Getting one typically involves meeting state requirements, which is why it’s a notable step for someone moving from selling cars to owning/operating a dealership.
A sales manager runs the dealership’s sales team. They help coordinate salespeople and make sure the dealership hits its sales goals.
A sales manager oversees the dealership’s sales team and helps drive performance. In the transcript, the speaker describes spending years as a sales manager before moving on from that role.
"I loved being in a dealership because now I really felt like I was contributing to something, right? Um, it was a silly thing."
A dealership is where a car brand sells cars to customers. It’s usually a sales team plus service/parts, all under one brand.
A dealership is the retail sales and service outlet for a specific brand. In the transcript, the speaker talks about working inside a dealership and how that environment helped them feel like they were contributing to sales.
Mercedes-Benz is a luxury car brand from Germany. Going back to “Mercedes-Benz” means they returned to working with that brand’s dealership.
Mercedes-Benz is a German luxury automaker with a large dealer network. Mentioning a return to “Mercedes-Benz” suggests the speaker moved back into that brand’s sales/finance structure and product lineup.
"You know, let's not talk about as deep as you go as a pre-owned manager when it comes to acquisitions. I mean, with JLR, I took over that pre-owned job uh end of 2020... It was a profitable used car department."
“Pre-owned” just means used cars—vehicles that were previously sold and are now being sold again by a dealership.
“Pre-owned” refers to used vehicles sold after their original retail sale, typically through a dealership’s certified or in-house used-car program. The speaker contrasts pre-owned acquisitions and staffing with the dynamics of selling new cars.
Term
FI
"I had gotten sick with COVID and uh over like July, I come back and I'm uh I'm as sales manager doing backup FI. It's a JLR store, so we're like one andahalf FI guys, right?"
“FI” in dealership language commonly refers to Finance & Insurance, the department or function that sells financing products and insurance add-ons alongside vehicle sales. The speaker says they were doing “backup FI,” implying they were helping cover finance/insurance responsibilities.
"But new cars, there's something about new cars. So we didn't have inventory. There was months where we had nine cars on the ground, 20, end of 20, going into 21, mid-21, forget it."
Inventory is just how many cars the dealership has ready to sell. More inventory usually means more chances to make a deal.
“Inventory” refers to the number of vehicles the dealership has available for sale at a given time. The speaker discusses how inventory levels (and shortages) affected sales performance and how many cars were on the ground.
"So I was running about 140, 150 car inventory, all auction buys. Just every week I'd buy 15, 20 cars, and you could you couldn't miss in 21 and beginning of 22, right?"
“Auction buys” means purchasing used vehicles at auto auctions rather than only relying on trade-ins. Auction sourcing can speed up inventory turnover, but it also requires strong inspection/reconditioning processes to manage risk.
"So, you know, I was buying cool cars that didn't really need a lot of recon and and you know, it was kind of keeping that going. It was a profitable used car department."
“Recon” is short for reconditioning—repairs and cosmetic work done to prepare a used car for sale (e.g., detailing, minor fixes, and sometimes mechanical touch-ups). The speaker says they were buying cars that didn’t need much recon, which helps protect profit margins.
Cadillac is a luxury car brand. The speaker is saying their dealership group carries Cadillac too.
Cadillac is mentioned as part of the dealership’s brand mix. Cadillac is a luxury brand, so it rounds out the showroom’s coverage across both mainstream and luxury buyers.
Porsche is a performance/luxury sports car brand. The speaker is saying their dealership group handles Porsche too.
Porsche is named as one of the brands in the showroom lineup. Porsche sales often involve higher-end buyers and different sales processes than mainstream brands.
"...when the social media stuff started taking off, I thought to myself, okay, here's my chance to kind of have this parallel side hustle—least the kids call it right?"
A side hustle is something you do in addition to your main job. They’re saying social media started to feel like an extra project outside their day job.
A “side hustle” is an extra activity done alongside a main job to earn money or build a personal brand. The speaker describes using social media to create parallels to that kind of extra effort.
"LikemyGMlikesmycontent,andumeverybodyaroundthishere. We'vegot80clientadvisors,youknow,onCanthus,andthepeopleinparks and andthetax,andyou know, thealgorithms working."
GM is short for General Motors, one of the biggest car companies in the U.S. Here, they’re saying GM likes the content and it’s getting attention from people in the business.
“GM” refers to General Motors, the large automaker behind brands like Chevrolet, GMC, Cadillac, and others. In this context, it’s being used to describe how a company is engaging with or benefiting from the host’s content.
DM means a direct message, like a private message on social media. They’re saying people reach out to ask questions through those messages.
“DM” means direct message, typically on social media. The speaker says other GM (general manager) types message him to ask about his setup, highlighting how social platforms can drive engagement and networking.
Sony makes cameras. The type of camera you use can change how good your pictures and videos look, like sharper details and better lighting.
The speaker mentions a $4,000 Sony camera, which is a brand of consumer/prosumer imaging gear. In car-content circles, camera choice affects how crisp photos and videos look—especially in low light and when shooting moving vehicles.
DMs are private messages you send someone on social media. In this case, it could be how people start asking about a car.
“DMs” are direct messages sent through social platforms. In car sales, DMs often function as an informal first contact that can lead to phone calls, test drives, or dealership visits.
A QR code is a little square you scan with your phone. It instantly opens a link, which can be useful for sharing your contact info or a car listing.
A QR code is a scannable graphic that quickly sends someone to a website or profile link. In car sales, QR codes are often used to route shoppers to inventory, pricing, financing info, or social media so you can keep the conversation going.
"He goes, you know what? I'm leasing. Hegoes, the 450 was plenty peppy."
Leasing means you’re paying to use the car for a period of time, not to own it. When a lease is ending, the dealer has to work around that timing and paperwork.
Leasing is a financing method where you pay to use a vehicle for a set term, rather than owning it outright. In the segment, the customer says they’re leasing, which directly affects how the dealership handles the end-of-lease process and what options are available for switching vehicles.
"And I say, give me your X5 keys. [1886.4s] Hegoes,why?"
A BMW X5 is a luxury SUV. Here, they’re talking about getting the keys so they can evaluate the car and handle the deal paperwork.
The BMW X5 is a popular midsize luxury SUV. In the segment, the speaker is using the customer’s X5 keys as part of a trade-in or appraisal process, which is common in dealership sales workflows.
"IIsatintheFI office fora Mercedes-Benz store, so I knowhowtoresidualizemaintenanceonthelease."
The “FI office” is where the dealership handles the financial paperwork for your car purchase or lease. It’s also where they may talk about extra coverage and options.
“FI office” stands for Finance & Insurance. It’s the dealership department where paperwork is handled for leases/loans and where add-ons like warranties and protection products are often discussed.
Loan processors are the people behind the scenes who handle the paperwork for your car loan. They help get everything approved so the sale can be completed.
Loan processors are dealership staff who handle the administrative steps of getting a loan approved and finalized. They coordinate documents, verify information, and keep the deal moving after the sales conversation.
MSRP is the “starting” price the manufacturer recommends. In real life, dealers may sell for more or less than that number.
MSRP (Manufacturer’s Suggested Retail Price) is the sticker price a manufacturer sets for a vehicle. The speaker contrasts MSRP with what dealers actually charge, implying discounts or markups are common.
"In between coming here and leaving the JLR store, I tried my end up being a GSM for a while."
GSM usually means General Sales Manager. It’s the person who runs the dealership’s sales team and helps manage how sales are handled.
GSM typically means “General Sales Manager,” a dealership role responsible for overseeing the sales department and managing sales staff and performance. In the transcript, the speaker says they became a GSM for a while.
"...telling this to customers... no margin in a Honda..."
Honda is the car brand being discussed. The speaker is saying Honda pricing and resale values are strong enough that used Hondas don’t get discounted much compared to new ones.
Honda is referenced as the brand where the speaker sees pricing behavior that affects deal-making and used values. The discussion implies Honda’s dealer economics and resale demand keep used prices close to new pricing.
CRM is a computer system dealerships use to keep track of customers and sales leads. The speaker is describing the steps they take in that system when a new lead comes in.
CRM stands for Customer Relationship Management, a software system dealers use to track leads, customer interactions, and sales tasks. The speaker describes logging into the CRM and collecting a driver’s license as part of the lead-handling workflow.
"Um, it's fairly consistent, but every GM sort of has leeway on like the monthly spiffs."
A “spiff” is a bonus the dealership pays salespeople for hitting certain goals. The speaker is saying the rules can vary by brand or program.
“SPIFs” (Sales Performance Incentive Funds) are short-term bonuses paid to sales staff based on performance targets. The speaker says every GM (General Motors) sort of has leeway on how these monthly incentives are structured.
"I mean, here I go, I went on a test drive just last month, two Benzes, two beamers, and a and a and a cayenne in one afternoon."
A test drive is just driving the car yourself before you buy it. Salespeople use it to help you feel comfortable with the car and decide faster.
A test drive is when a dealership lets a customer drive the car to evaluate how it feels and fits their needs. In sales, it’s a key step because it turns interest into a more confident buying decision.
"...have amazing eye candy and the most amazing videographer that's going to draw the views from pictures and reels like a GT3 RS, and you know, like we have a Porsche store in Chicagoland that's got the 50,000 followers on Instagram..."
They mention the Porsche 911 GT3 RS because it’s a super exciting, visually striking car. Posting content like that can help a dealership get more attention online.
The speaker uses the Porsche 911 GT3 RS as an example of “eye candy” content that can drive views on social media. The GT3 RS is a high-profile, track-focused 911 variant, so it’s naturally attention-grabbing for marketing.
"The other way to do it is believe it or not, it's you have to have somebody with a personality. It's actually gotta be a person or a team, right?"
They’re saying it’s not just about fancy videos—people also need a real personality. Viewers connect with someone who comes across as genuine.
The segment contrasts pure production value with the need for a person (or team) with personality. The speaker argues that authentic on-camera presence can be as important as visuals for social media success.
"Oh,you know,the leasespecial on GL A is $359 this month. No one cares."
The Mercedes-Benz GLA is a small luxury SUV/crossover. The speaker is talking about a lease deal for it and how those kinds of ads don’t necessarily create real interest.
The Mercedes-Benz GLA is referenced in the context of a lease promotion. The GLA is a compact luxury crossover, and lease specials are common dealership tactics to drive traffic and get customers into showrooms.
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