{"version":"1.0.0","episode":{"title":"“Win Every Inning!” How a former MLB Pro Runs a 4-Store Group (+ His Winning Marketing Playbook) | Brian Dorsett, President of Dorsett Automotive","url":"http://getcarcurious.com/episodes/win-every-inning-how-a-former-mlb-pro-runs-a-4-store-group-his-winning-marketing-playbook-brian-dorsett-president-of-dorsett-automotive","audioUrl":"https://chrt.fm/track/C6AG88/traffic.megaphone.fm/CREUR2205526653.mp3","description":"Today I'm joined by Brian Dorsett, President of Dorsett Automotive.\n\nBrian breaks down why he is moving away from OEM-mandated digital spend, his \"Big Stick\" radio branding tactics, and the strict inventory rules required to survive in today's margin-compressed market. \n\nWe also discuss the \"catcher's view\" of leadership and the reality of managing sub-prime and prime brands under one campus.\n\n\n\nThis episode is brought to you by:\n\n\n\n1.  Lotlinx - Meet LotGPT, your AI Inventory Strategist built exclusively for car dealers.  It reveals competitive insights, shopper behavior, and pricing dynamics, and even identifies underperforming VDPs with merchandising recommendations to boost conversion without cutting prices. Put LotGPT to work for your dealership today, totally free, @ here.\n\n\n\n2.  Experian  - By combining precise audience targeting with deep automotive insights, you can identify high-intent buyers, re-engage existing customers, drive service retention, and grow both sales and revenue with less wasted spend. Visit @ here for more info.\n\n\n\n3. CDG Recruiting – Hire top dealership talent, fast. From sales managers to GMs and C-suite execs, we’ve placed over 1,000 roles across auto retail. Ready to scale without the hassle? 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And, you know, I just love the game.","canonicalId":"concept:minor-leagues","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Minor leagues” are professional baseball leagues below Major League Baseball (MLB). Players often spend time there to develop skills and earn a call-up to the majors.","simplifiedExplanation":"In baseball, the “minor leagues” are the lower-level pro leagues. It’s where players practice and improve before getting a chance to play in MLB."}},{"startTime":417.9,"endTime":421.3,"type":"concept","title":"pension","url":"/glossary/pension","quote":"And, you know, you're working your pension and, you know, all those good things that you try to do with longevity.","canonicalId":"concept:pension","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A pension is retirement income paid after a person completes qualifying work years or meets eligibility rules. The speaker mentions “working your pension” as part of planning for long-term financial security.","simplifiedExplanation":"A pension is money you get in retirement after you’ve worked long enough and met the plan’s rules. The speaker is saying he was thinking ahead for retirement."}},{"startTime":454.2,"endTime":457.3,"type":"concept","title":"car auction","url":"/glossary/car-auction","quote":"He would go to the auction, just kind of see what the market was doing. But he had some select guys he would buy cars off of.","canonicalId":"concept:car-auction","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A car auction is where dealers (and sometimes the public) bid on vehicles. Dealers use auctions to source inventory and gauge current pricing trends in the market.","simplifiedExplanation":"A car auction is like a bidding event for cars. Dealers go there to buy cars and see what prices are doing right now."}},{"startTime":573.1,"endTime":578.36,"type":"car","title":"Mitsubishi Outlander","url":"/cars/mitsubishi/outlander","image":"https://upload.wikimedia.org/wikipedia/commons/b/bd/2021-2024_Mitsubishi_Outlander_PHEV_P_rear.jpg","quote":"...h, it's big with zero percent for 72 months on 25 outlanders.  We had quite a few left.","canonicalId":"car:mitsubishi:outlander","priority":0.5,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Mitsubishi Outlander is a compact-to-midsize SUV meant for families and daily driving, typically with practical space and comfort. It’s discussed in dealership settings when there are strong financing offers that make it easier for customers to buy. Here, the podcast specifically mentions a promotion of “zero percent for 72 months” on Outlanders, and that the dealer had a number of them left in inventory.","simplifiedExplanation":"The Mitsubishi Outlander is an SUV, which is a larger vehicle than a typical sedan. It’s designed to carry people and gear comfortably. In the podcast, it’s mentioned because the dealership had a financing deal with 0% interest for a long term and still had several in stock.","imageAttribution":"TTTNIS (CC0)"}},{"startTime":597.3,"endTime":605.1,"type":"concept","title":"advertising half back","url":"/glossary/advertising-half-back","quote":"...Mitsubishi back in the day had a deal where anything you spent over $10,000, you would receive half back for advertising, which was phenomenal.","canonicalId":"concept:advertising-half-back","priority":0.5,"confidence":0.88,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Anything you spent over $10,000, you would receive half back for advertising” describes a manufacturer co-op advertising program. Co-op (shared) advertising reduces the dealership’s marketing risk by reimbursing part of approved spend.","simplifiedExplanation":"This is a marketing deal where the car company helps pay back part of what the dealership spends on advertising. It makes it cheaper for the dealer to run promotions."}},{"startTime":681.0,"endTime":683.3,"type":"company","title":"Lotlinks","url":"/glossary/lotlinks","quote":"This episode is brought to you by Lotlinks. What if you had a strategist that could actually look at your inventory,","canonicalId":"company:lotlinks","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Lotlinks is named as the sponsor and presented as a tool that analyzes dealership inventory and pricing decisions. For listeners, this is a direct reference to a vendor/product aimed at improving retail automotive sales performance."}},{"startTime":699.3,"endTime":706.3,"type":"term","title":"VIN","url":"/glossary/vin","quote":"So it analyzes your VIN level data and surfaces, which vehicles are at risk, where the opportunity is in your market and what actions you should take. VIN by VIN, no digging through reports, no guesswork.","canonicalId":"term:vin","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"VIN stands for Vehicle Identification Number, a unique 17-character code assigned to each vehicle. Dealership tools use VIN-level data to track specific cars’ history, specs, and status so dealers can target what to buy, price, or move next.","simplifiedExplanation":"VIN is like a car’s fingerprint. It’s a unique code for each vehicle, and software can use it to figure out what that specific car is and what’s happening with it."}},{"startTime":917.4,"endTime":922.04,"type":"term","title":"power train warranty","url":"/glossary/powertrain-warranty","quote":"We've got a hundred fifty thousand mile power train warranty for five years. I think it sounds realistic.","canonicalId":"term:powertrain-warranty","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A powertrain warranty covers major components that make the car move—typically the engine, transmission, and drivetrain. Dealerships often sell extended versions of this coverage to reduce customer risk and increase dealership profit."}},{"startTime":1119.3799999999999,"endTime":1124.56,"type":"car","title":"Nissan Sentra","url":"/cars/nissan/sentra","image":"https://upload.wikimedia.org/wikipedia/commons/7/7b/1990-1994_Nissan_Sentra_Coupe.png","quote":"Well, because you're with Nissan right now, we've got Sentra, which is a great car. [1124.9s]  Good looking car.","canonicalId":"car:nissan:sentra","priority":0.5,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Nissan Sentra is a compact sedan positioned as an affordable, practical daily driver. In dealership conversations, it’s often discussed as a volume model that can be a good entry point for buyers who want a lower monthly payment.","simplifiedExplanation":"The Nissan Sentra is a regular-sized, affordable car (a sedan). Dealers like it because it’s a common option for people who want something dependable without paying luxury-car prices.","imageAttribution":"LukaCali (CC BY-SA 4.0)"}},{"startTime":1131.6,"endTime":1134.0,"type":"car","title":"Nissan Versa","url":"/cars/nissan/versa","image":"https://upload.wikimedia.org/wikipedia/commons/8/8a/2017_Nissan_Versa_Note_Red_Rental.jpg","quote":"And they've even got a Versa, which is going away. [1134.0s]  You know, it's not going to be more versus.","canonicalId":"car:nissan:versa","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Nissan Versa is Nissan’s budget-friendly subcompact sedan, typically aimed at shoppers focused on the lowest price and easiest monthly payments. The speaker notes it’s “going away,” which reflects how automakers discontinue or replace models as product plans change.","simplifiedExplanation":"The Nissan Versa is one of Nissan’s cheaper cars. It’s usually for people who want to keep the cost low, and the speaker is saying Nissan is phasing it out.","imageAttribution":"formulanone (CC BY-SA 2.0)"}},{"startTime":1134.0,"endTime":1143.2,"type":"concept","title":"payment range","url":"/glossary/payment-range","quote":"it's a price point car. [1138.1s]  If somebody wants to get into a payment, it's a great payment range to get in.","canonicalId":"concept:payment-range","priority":0.5,"confidence":0.86,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “payment range” is the monthly payment target a shopper is trying to hit. Dealerships often structure offers (price, down payment, term length, and incentives) to bring the payment into the buyer’s comfort zone.","simplifiedExplanation":"A “payment range” is what the customer wants to pay each month. Dealers try to build the deal so the monthly number fits what the buyer thinks they can afford."}},{"startTime":1208.3,"endTime":1211.8,"type":"brand","title":"GM","url":"/glossary/gm","quote":"We've kind of been the truck leader here in the Wabash Valley, even though we're not a GM, we're not a Ford.","canonicalId":"brand:gm","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"GM (General Motors) is one of the largest U.S. automakers and a major dealer brand. When a dealership says it’s “not a GM,” it’s describing which manufacturer franchises it carries, which affects inventory and sales mix.","simplifiedExplanation":"GM is a big car company (General Motors). If a dealer isn’t a GM store, it means they don’t sell GM-branded vehicles, which changes what kinds of cars they stock and market."}},{"startTime":1211.8,"endTime":1216.12,"type":"car","title":"Dodge Ram","url":"/cars/dodge/ram","image":"https://upload.wikimedia.org/wikipedia/commons/e/e5/1999_Dodge_Ram_Cab_2500_4x4_stakebed.jpg","quote":"...gh we're not a GM, we're not a Ford.  We did have Dodge Ram for a couple of years and so, you know, it's diff...","canonicalId":"car:dodge:ram","priority":0.5,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Dodge Ram is a full-size pickup truck used for hauling, towing, and everyday driving depending on the configuration. Dealerships often bring it up when discussing what brands they carry and how their inventory has changed over time. In the podcast, it’s referenced as a brand the dealership carried for a couple of years, with the speaker contrasting it against other brands they don’t sell.","simplifiedExplanation":"The Dodge Ram is a large pickup truck. People use trucks like this for towing, hauling, and work or family needs. The podcast mentions it because the dealership used to sell Ram trucks for a period of time.","imageAttribution":"Mr.choppers (CC BY-SA 3.0)"}},{"startTime":1294.7,"endTime":1300.0,"type":"term","title":"used car","url":"/glossary/used-car","quote":"I think the consumer thinks it might be a better time to buy a used car. I think they're coming to that reservoir.","canonicalId":"term:used-car","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The term “used car” refers to pre-owned vehicles sold after their original purchase. In dealership discussions, it often comes up when shoppers delay buying new due to pricing, inventory, or incentives.","simplifiedExplanation":"A used car is a car someone owned before you. Dealerships talk about it a lot because when new cars are hard to find or too expensive, more people shop used."}},{"startTime":1359.8,"endTime":1364.7,"type":"concept","title":"EVs","url":"/glossary/ev","quote":"...I don't think this is, you know, EVs are big in your market, but talking. I'm speaking with dealers who are, you know, heavy into EVs...","canonicalId":"concept:ev","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"EVs (electric vehicles) are battery-electric cars that run on electricity instead of gasoline. In dealership conversations, EV demand often moves with incentives, charging access, and consumer confidence about range and costs.","simplifiedExplanation":"EVs are cars that run on electricity from a battery, not gasoline. Dealers watch how many people want them because it affects inventory and sales."}},{"startTime":1410.4,"endTime":1412.5,"type":"concept","title":"gas prices","url":"/glossary/gas-prices","quote":"...We're starting to see a pickup in it. Gas prices, you know, people are weirded out over...","canonicalId":"concept:gas-prices","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Gas prices strongly influence consumer behavior in auto sales, especially for fuel-cost-sensitive buyers and fleet operators. When gas prices rise, demand can shift toward hybrids and EVs; when they fall, some buyers may revert to gasoline vehicles."}},{"startTime":1412.5,"endTime":1422.3,"type":"concept","title":"fleet","url":"/glossary/fleet","quote":"...We had a call today, a guy that owns some, you know, pizza franchises. He's got a group of his fleet is EV and then another group of his feet. Fleet are gas...","canonicalId":"concept:fleet","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Fleet refers to businesses that operate multiple vehicles, often for delivery, service, or operations. Fleet buying can be a major driver for EV adoption because companies evaluate total cost of ownership, charging logistics, and uptime.","simplifiedExplanation":"A fleet is a group of vehicles owned by a business. Businesses may buy EVs for parts of their fleet if it makes financial and operational sense."}},{"startTime":1602.1,"endTime":1607.0,"type":"concept","title":"Facebook, TikTok, Instagram","url":"/glossary/facebook-tiktok-instagram","quote":"...monetizing that or actually using that in digital for, you know, Facebook, TikTok, Instagram, to try to, you know, make it more organic on the lot...","canonicalId":"concept:facebook-tiktok-instagram","priority":0.5,"confidence":0.86,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"These are major social media platforms used for automotive marketing. For dealerships, short-form video (especially on TikTok and Instagram) is often effective for showcasing inventory, walkarounds, and customer-facing promotions.","simplifiedExplanation":"These are social media apps where dealerships can post videos and ads. The speaker is saying they use them to promote cars and deals."}},{"startTime":1750.4,"endTime":1785.7,"type":"company","title":"Experian Automotive","url":"/glossary/experian-automotive","quote":"This episode is brought to you by Experian Automotive. If you're an automotive marketing, you know how fast things change. Buyers move, vehicles turn over, and yesterday's data doesn't cut it.","canonicalId":"company:experian-automotive","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Experian Automotive is a data-and-marketing company used by dealerships to target shoppers. They use vehicle, consumer, and credit-related data to identify in-market buyers and improve timing and relevance of marketing.","simplifiedExplanation":"Experian Automotive helps car dealers find people who are actively looking to buy. It uses data to help the dealer reach the right shoppers at the right time."}},{"startTime":1977.5,"endTime":1977.5,"type":"brand","title":"Ford","url":"/glossary/ford","quote":"We had a Ford store in Marshall, Illinois, about 17 miles away for about five years.","canonicalId":"brand:ford","priority":0.5,"confidence":0.92,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Ford is referenced as the brand of a dealership store in Marshall, Illinois. In dealer-group discussions, mentioning a specific OEM like Ford helps listeners understand which franchise network and marketing rules are in play.","simplifiedExplanation":"Ford is the car brand. The speaker is talking about a Ford dealership nearby and how customers in that area interact with their store."}},{"startTime":2120.0,"endTime":2126.0,"type":"company","title":"cars.com","url":"/glossary/cars-com","quote":"Um, like we had, we were with, we've been off and on with Cox, you know, auto trader, cars.com. [2123.3s] We’re now just mainly premier with, with car guru.","canonicalId":"company:cars-com","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Cars.com is a major online marketplace where dealerships list vehicles to attract buyers. In dealership marketing, it’s often compared with other listing platforms based on cost per lead and conversion.","simplifiedExplanation":"Cars.com is a website where dealerships post cars for sale. It’s one way dealers find customers who are already shopping online."}},{"startTime":2161.9,"endTime":2166.4,"type":"company","title":"Carfax","url":"/glossary/carfax","quote":"A lot of guys are going, okay, we're at the expenses on car fax. [2163.2s] You know, you've got, you've got auto check.","canonicalId":"company:carfax","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Carfax is a vehicle history report service that compiles data like reported accidents, title events, and odometer readings. Dealerships often pay for Carfax to provide reports to buyers, which can improve trust and reduce objections.","simplifiedExplanation":"Carfax is a report that tells you a car’s history. Dealers use it because buyers feel more confident when they can see that info."}},{"startTime":2290.9,"endTime":2294.0,"type":"brand","title":"Hyundai","url":"/glossary/hyundai","quote":"So when you're competing against them, if you're buying, you know, if you're buying Nissan, if you're buying Hyundai, you know, even, even though it's your name...","canonicalId":"brand:hyundai","priority":0.9,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Hyundai is another large automaker with a strong U.S. dealer presence. Mentioning Hyundai alongside Nissan highlights how multiple brands compete for the same local buyers and marketing attention.","simplifiedExplanation":"Hyundai is a car brand. The point here is that different brands are all trying to attract the same customers in the same area."}},{"startTime":2343.6,"endTime":2347.0,"type":"concept","title":"OEM","url":"/glossary/oem","quote":"The television, you know, the OEM is with TV because we see a difference when they're all in on television...","canonicalId":"concept:oem","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"OEM stands for Original Equipment Manufacturer—meaning the automaker itself (like Nissan or Hyundai), not the dealership. In marketing terms, OEMs run brand campaigns and influence how much demand dealers see in a market.","simplifiedExplanation":"OEM just means the car company that makes the vehicles. When the OEM markets heavily, dealers often get more customers walking in."}},{"startTime":2466.7,"endTime":2483.8,"type":"brand","title":"Aldi","url":"/glossary/aldi","quote":"I bought an Aldi franchise, which is right in the middle of Nissan and Hyundai and converted it into a used car building and admin.","canonicalId":"brand:aldi","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Aldi is a discount grocery retailer, not an automaker. The speaker is using it as an example of repurposing a commercial property—buying an Aldi franchise location and converting it into a used-car building and admin space.","simplifiedExplanation":"Aldi is a grocery store chain. The speaker is saying they bought an Aldi location and turned it into a used-car dealership building."}},{"startTime":2926.74,"endTime":2927.9,"type":"concept","title":"NASCAR","url":"/glossary/nascar","quote":"I'm a big NASCAR guy. And I grew up in an episode with a NASCAR driver.","canonicalId":"concept:nascar","priority":0.5,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"NASCAR is a major American stock-car racing series where drivers race highly modified production-based cars on oval tracks. It’s known for close racing, pit strategy, and a strong fan culture.","simplifiedExplanation":"NASCAR is a big U.S. racing league for stock-car style race cars. People watch it for the racing and the strategy like pit stops."}},{"startTime":2958.0,"endTime":2969.1,"type":"company","title":"Chase Briscoe","url":"/glossary/chase-briscoe","quote":"We've got a trailer that we own that we're affiliated with Chase Briscoe. Chase Briscoe was he's the top four guy last year in NASCAR.","canonicalId":"company:chase-briscoe","priority":0.5,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Chase Briscoe is a NASCAR driver, and the speaker says they’re affiliated with him through a trailer and sponsorship. NASCAR drivers often build brand partnerships that extend beyond the race car itself.","simplifiedExplanation":"Chase Briscoe is a NASCAR driver. The guest is saying they work with him and sponsor his racing efforts."}}],"speakers":[{"id":"s1","name":"Car Dealership Guy","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/win-every-inning-how-a-former-mlb-pro-runs-a-4-store-group-his-winning-marketing-playbook-brian-dorsett-president-of-dorsett-automotive/transcript.vtt","type":"text/vtt"}]}