The Dealer Playbook

"The Sir Walter Way" - How a 100-Year Dealership Stays Nimble (and Grows) in a Modern Market | Matt Birkhead, Dealer Principal at Sir Walter Chevrolet

What does a modern car dealership look like in 2025, without losing the human connection that actually builds loyalty?In this episode of The Dealer Playbook, I sit down with Matt Birkhead, Dealer Principal at Sir Walter Chevrolet in Raleigh, North Carolina, a nearly 100-year-old, single-point store that’s grown by leaning into transparency, simplified pricing, community involvement, and people-first leadership.Matt breaks down “The Sir Walter Way” a smarter way to shop, an easier way to service, and a culture that makes customers (and employees) feel like family. We also get practical about how dealerships should use AI, digital retailing, and fast lead response without sacrificing trust.What you’ll learn in this conversation:How Sir Walter Chevrolet builds loyalty through transparency and consistent pricingWhere AI belongs in a dealership (and where it doesn’t)How to keep customers warm after-hours without “fake” automationThe real operational advantage of a single-point store in a big marketHow to break down silos between sales, service, parts, and reconWhy “community starts from the inside out” (and how to make it real)How Matt invests in people through training, 20 groups, and leadership developmentWhy the dealership experience still matters—even with online buying and deliveryIf you’re a dealer principal, GM, sales leader, fixed ops leader, or dealership marketer, this episode is a blueprint for building a culture that customers feel, and employees stay for.Timestamps00:00 Intro01:14 The Dealer Playbook and Flex Dealer02:35 Introduction to Matt Birkhead03:30 Balancing Work and Family04:50 Challenges and Responsibilities in the Car Business08:15 Transparency and Authenticity in Dealerships09:39 Leveraging AI in Dealerships16:36 Community Involvement and Support18:22 Building a Culture of Giving Back19:03 Creating a Tangible Cultural Impact20:14 Fostering Teamwork and Community20:44 Highlighting Employee Contributions21:27 Breaking Down Departmental Silos22:20 The Role of Gwen in Community Outreach25:11 Investing in People and Long-Term Value26:52 Navigating the Automotive Industry as an Outsider31:37 Objective and Factual Leadership34:25 Connecting with the Community and AudienceConnect with Matt Birkhead / Sir Walter ChevroletPhone: (919) 455-7790Email: [email protected] (Matt): @birksuvaInstagram (Store): @sirwalter_chevyIf you found this valuable:Subscribe for more real-world dealership growth conversations, and share this episode with a leader who’s building culture, not just chasing volume.

Jan 13, 2026 35 min 3 annotations

"Design is an operating system" - How Architecture Shapes Sales, Service, and Culture | Josh Keough, Gensler

Do dealership buildings actually sell cars, or do they quietly kill the experience?In this episode of The Dealer Playbook, we sit down with Josh Keough, Licensed Architect and Studio Director at Gensler, to unpack how dealership architecture, layout, and environment design directly impact sales efficiency, fixed ops performance, employee retention, and guest experience.With more than 25 years of experience and 1,600+ sales and service locations designed worldwide, Josh shares how future-ready dealerships are being built to support:Digital buying behaviorEV infrastructure and service realitiesFaster yet more human customer journeysTechnician attraction and retentionBrand trust beyond logos and signageThis conversation challenges the idea that “buildings don’t sell cars” and reframes the dealership as a strategic tool, one that shapes behavior, emotion, workflow, and long-term profitability.You’ll learn:The difference between a customer experience vs. a guest experienceWhy lighting, furniture, sound, and even smell influence buying decisionsHow dealership layout impacts RO time, technician productivity, and retentionWhy EV readiness is more about infrastructure and workflow than showroomsPractical design upgrades dealers can make without tearing down their storeHow to balance OEM brand standards with your dealership’s unique identityWhy great design must support people first, not just vehiclesIf you’re thinking about your next renovation, EV transition, or how to stand out in a digital-first world, this episode will change how you view your building.Who this episode is for:Dealer Principals & OwnersGeneral Managers & Fixed Ops LeadersAutomotive Architects & DesignersOEM Leadership TeamsAnyone responsible for dealership experience, culture, or long-term growthTimestamps0:00–2:37 Hook & why dealership design matters2:37–5:10 Josh Keo’s background at Gensler & global automotive work5:10–8:05 Customer experience vs. guest experience in dealerships8:05–11:20 The three stakeholders every dealership building must serve11:20–14:40 Why brand identity is more than logos & signage14:40–18:10 Designing layouts to support different sales processes18:10–21:30 Talent attraction, technician retention & back-of-house design21:30–25:00 Fixed ops efficiency, RO time & service flow25:00–28:40 EV infrastructure planning dealers can’t ignore28:40–31:50 Why less inventory on the floor improves experience31:50–35:10 Lighting, furniture, scent & subconscious buying signals35:10–37:51 Faster vs. better experiences & final takeaways

Jan 06, 2026 37 min 11 annotations

"A 2025 Year in Review" - The Real Lessons of 2025 and Why 2026 Demands More

What if the reason things didn’t click in 2025 has less to do with your tools and more to do with your willingness to change?In this solo year in review episode, I’m slowing things down to reflect on what 2025 actually taught us. Not the highlight reel. The real stuff. The hard conversations, the uncomfortable growth, the moments where leadership, culture, and discipline mattered more than any shiny new strategy.This year reminded me of something I’ve believed for a long time. Sustainable success isn’t about finding the missing tactic. It’s about becoming the kind of leader and organization that can actually handle success when it shows up.In this episode, I break down:Why change—not technology—is the real competitive advantageHow AI is accelerating opportunity (without replacing human judgment)The leadership, culture, and discipline gap separating top performers from the restWhy most dealerships ask the wrong questions about successHow critical thinking will become one of the most valuable skills in 2026What it actually means to “go all in” on your definition of successWe explore AI without hype or fear, marketing without shortcuts, and leadership without excuses, connecting the dots between human connection, culture, and long-term profitability in retail autoIf you’re heading into 2026 feeling pressure, uncertainty, or opportunity, this episode will help you recalibrate your focus and attack the year with clarity and conviction.Free Gift:Get a FREE PDF copy of Michael’s bestselling book Don’t Wait. Dominate.👉 Visit FlexDealer.comWho this episode is for:Dealership Owners & OperatorsGeneral Managers & GSMsMarketing Directors & CMOsFixed Ops & Service LeadersAutomotive Professionals serious about growth in 2026Timestamps00:00 Introduction02:20 Year-End Reflections and Gratitude07:18 AI in the Auto Industry: Opportunities and Challenges14:52 Marketing and Human Connection20:04 Leadership, Culture, and Sustainable Growth26:20 Looking Ahead to 2026: Relentless Pursuit of Success27:53 Conclusion and Call to Action

Dec 30, 2025 28 min 1 annotation

"Kickstart Your Wealth Engine" - How a Kia GM Built $10M in Real Estate While Running a Store | Tustin Ulrich, GM at Roper Kia

What if your success today could quietly sabotage your future, unless you build a plan beyond the next car deal?In this episode of The Dealer Playbook, I sit down with Tustin Ulrich, General Manager of Roper Kia (one of the most dominant Kia stores in Missouri) and founder of The 1% Effect, a real estate investor concierge designed specifically for high-earning operators who don’t want to lose focus on today while building freedom for tomorrow.This is not a conversation about selling cars.This is a conversation about long-term thinking, generational wealth, tax strategy, leverage, and protecting your family’s future, without sacrificing performance in the present.Tustin shares his deeply personal story, from childhood adversity and financial struggle to building a record-breaking dealership and acquiring over $10M in real estate while paying less than 1% in taxes. He breaks down exactly how high achievers in automotive can use real estate as a strategic tool, not a distraction, to create optionality, time freedom, and legacy.In This Episode, You’ll Learn:Why most high earners stay trapped in a short-term income mindsetHow car dealers and operators can invest in real estate without losing focus on the storeWhat the 1% Effect really means, and how the top 1% preserve wealth for generationsWhy 401ks and Roth IRAs alone won’t create true financial freedomHow leverage, 1031 exchanges, and tax strategy work in plain EnglishThe difference between good debt vs. bad debtWhy real estate favors operators, even during recessionsHow to think in multiplication, not cash flowWhy automotive is one of the only industries that enables this pathTimestamps00:00 Hook Intro — Building wealth without losing today02:00 Tustin’s story: from struggle to GM06:30 Why high achievers need a future plan10:45 The 1% Effect explained15:30 Real estate, taxes, and leverage (simple breakdown)22:30 Recession myths vs reality28:00 Single-family vs multifamily investing33:30 Living on debt & generational wealth38:00 How to get started + final takeawayWho This Episode Is ForDealer Principals & General ManagersHigh-earning sales professionalsAutomotive operators thinking beyond the next 30 daysAnyone serious about generational wealth, tax efficiency, and long-term control

Dec 23, 2025 41 min

"The ‘Pull, Not Push’ Strategy" - How Authentic Community Investment Drives Real Store Traffic | Ashley Brockhurst, Charlesglen Toyota

What happens when precision from aviation meets creativity in automotive marketing?In this episode, Ashley Brockhurst, Director of Marketing and Health & Safety at Charlesglen Toyota in Calgary, Alberta — “Alberta’s Celebration Destination” — shares how her dealership’s community-first philosophy is redefining what automotive retail can look like.From aviation safety to dealership marketing leadership, Ashley’s story proves how curiosity, culture, and compassion fuel innovation. She opens up about her journey from receptionist to director, the strategy behind hosting 27+ community events a year, and how authentic philanthropy (not just PR) builds real customer loyalty.You’ll learn how Charlesglen Toyota turned community connection into a competitive advantage, and how your dealership can do the same.In This Episode:How Ashley went from aviation safety to automotive marketingThe mindset shift that helped her climb from receptionist to directorWhy authentic community giving outperforms transactional marketingHow Charlesglen Toyota became Alberta’s Celebration DestinationTurning charity and local events into a powerful brand advantageWhy women are leading Canada’s charitable sector, and how dealerships can connectThe ROI of relationships: how community focus drives dealership growthHow to measure unmeasurable marketing (and prove impact beyond KPIs)Why “look after your city and they’ll look after you” still works in 2025Timestamps00:00 Intro — From Aviation to Automotive04:12 How a receptionist became a marketing director09:05 The secret behind Charlesglen Toyota’s “Celebration Destination” brand14:20 Culture that empowers people to take chances18:55 How to build authentic community events that connect24:10 Why women drive community impact (and dealership loyalty)32:00 Measuring ROI when you can’t “track” community relationships37:30 Building team buy-in for charity and local eventsWho This Episode Is ForDealership marketing teamsGeneral Managers & Dealer PrincipalsCommunity relations & event coordinatorsWomen in automotive leadershipAnyone who believes marketing can build more than sales — it can build connection.Connect with Ashley Brockhurst🔗 LinkedIn: Ashley Brockhurst🌐 Charlesglen Toyota: charlesglentoyota.com

Dec 16, 2025 37 min 2 annotations

“Hospitality First” — The Signature 2.0 Experience That’s Changing How Guests Buy Cars | JB Burnett, GM at Preston Auto | Multi-Store Operator

What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition?Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage.We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill.If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening.In This Episode You’ll Learn:What a Ford Signature 2.0 store actually is and why the experience is radically differentHow JB’s team moved 300 units + full service + parts in less than a weekWhy hospitality-first retail is out-performing traditional sales tacticsThe subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everythingHow JB builds buy-in for elevated dress codes & elevated expectationsWhy international markets are beating the U.S. on dealership hospitality—and what we can learnJB’s mindset framework for leading calmly through chaosTimestamps00:00 Intro02:10 Inside the world’s first Ford Signature 2.0 store07:45 Moving 300 units + full operations in four days11:12 The mindset required to lead through chaos18:55 Hospitality vs. legacy retailing: why the guest experience wins24:20 Why other countries are beating the U.S. in dealership decorum29:02 Dress code, culture, and team buy-in36:15 Preparing for a potential recession42:40 Contagious optimism vs. toxic positivity45:05 JB’s framework for hard conversations49:15 How to connect with JBWho This Episode Is ForDealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto OperatorsAnyone responsible for culture, customer experience, or profitability in automotive.

Dec 09, 2025 49 min 3 annotations

"Viral for the Right Reasons" - What Dealers Can Learn from Lange & Fetter’s Social Media Strategy | Noella Salter, Marketing Manager at Lange & Fetter Ford

If you’ve ever wondered how a small-town Ford store ends up going mega-viral, builds a loyal community, and turns everyday dealership life into must-watch content… this episode is for you.Today I’m joined by the brilliant, hilarious, and wildly creative Noella Salter, the marketing manager behind Lang & Fetter Ford’s social media presence that the entire industry can’t stop talking about. She’s turned a rural Canadian dealership into a personality-driven brand that people actually want to follow.In this episode, we get into:How Noella went from PR grad to dealership storytellerThe moment she realized she had to stop copying her predecessor and start creating as herselfWhy the people inside your dealership matter more than any vehicle walkaroundWhat to do when your content flops, trolls show up, or you feel creatively tapped outThe power of consistency, authenticity, and letting your team shineWhy viral moments don’t matter nearly as much as you think, and how she stays grounded anywayLive reactions as we watch some of Lang & Fetter Ford’s most viral posts togetherIf you’re in automotive marketing (or honestly, any business where trust and community matter), this conversation is a blueprint for turning small beginnings into big impact. Noella proves that you don’t need a massive budget, a big city, or sponsorship deals, you just need people who are willing to show up, be themselves, and have a little fun.This episode will make you laugh, rethink your approach to social, and maybe even give you the nudge to try that idea you’ve been sitting on.

Dec 02, 2025 53 min 3 annotations

“Every Crisis Is Free Profit” — How to Turn Disruption in the Industry Into Opportunity | Nir Bashan, founder of The Creator Mindset

What if your biggest dealership problems aren’t “market problems”… but creativity problems?In this episode of The Dealer Playbook, Michael sits down with Nir Bashan, world-renowned creativity expert, founder & CEO of The Creator Mindset, LLC, Clio Award winner, and Emmy-nominated former Hollywood/advertising executive to show car dealers how to use creativity as a practical business tool, not fluffy “inspiration,” but real-world tactics that move metal, grow service, and improve culture.Nir has coached leaders at AT&T, Microsoft, NFL Network, EA Sports, Suzuki, JetBlue, and more. In this conversation, he maps the same creativity frameworks directly onto retail automotive in 2025 and beyond.You’ll learn:Why creativity + innovation are the only sustainable edge as regulations, EVs, and consumer behavior changeHow to translate Hollywood-level creativity into daily dealership operationsA simple mindset shift to turn “crisis after crisis” into opportunity (EV overstock, chip shortages, changing regs, etc.)How to balance data and creativity so your analytics don’t kill your humanityA dead-simple language exercise that can boost customer satisfaction and salesWhy everyone is creative (backed by research) and how to unlock it in your teamHow to use creativity to transform your BDC, service lane, and sales cultureBook Giveaway – 10 Free Copies of The Solution MindsetIf you got value from this episode:Leave an honest review on Apple Podcasts or SpotifyScreenshot your reviewDM it to Michael on LinkedIn, Facebook, Instagram, or X👉 The first 10 people to do that will get a free copy of Nir’s new book, The Solution Mindset.

Nov 25, 2025 36 min 2 annotations

“Use the Equity, Not the Gut” Where the Data Says Your Car Will Sell Next | Yolanda Biswah, President of Canadian Black Book (CBB)

How should Canadian dealers REALLY be using data to price, appraise, and move inventory in 2025?In this episode of The Dealer Playbook, Michael sits down with Yolanda Bishwah, President of Canadian Black Book (CBB), the data backbone behind used vehicle valuations and residual forecasts for OEMs, lenders, and retailers across the country.With 65+ years of market data at her fingertips, Yolanda breaks down how Canadian Black Book reads the market, what’s really happening with wholesale and retail values, and how dealers can use valuations more strategically instead of just “checking a number.”We get into:How CBB blends wholesale auction data, upstream OEM/lender data, and retail listing data to forecast valuesKey differences between the Canadian and U.S. wholesale markets (and why Canada moves more gradually)How to use residual value forecasts to build better remarketing and equity-mining plansPractical ways to reduce pain around aging units using data instead of gut feelWhy consumer confidence, supply & demand, and economic signals matter for your next 90 days of inventory decisionsHow Canadian dealers can tighten the gap between consumer-facing trade tools and in-store appraisalsIf you’re a dealer principal, GM, used car manager, or lender trying to make smarter decisions with every unit on the lot, this conversation will change how you think about values, equity, and remarketing.

Nov 18, 2025 26 min 3 annotations

“Luxury Isn’t About Price” How to Deliver Premium Experiences That Raise Gross | Marion Cain, Founder of ACE & Creator of Kharisma Mastery

Guest Marion Cain (ACE founder; creator of Kharisma Mastery) breaks down a science-based playbook for dealership sales and F&I teams to own the room, deliver luxury touchpoints (on any brand), and turn trust into revenue. We cover the first 90 seconds, nonverbal cues, “portable stories,” True Cost of Ownership framing, and how to use GPT/AI to tailor your pitch to any buyer’s personality, without losing the human.You’ll learnWhy buyers now follow salespeople and how to stand out in a saturated marketThe luxury experience blueprint (even if you don’t sell a luxury marque)The first 90 seconds: posture, eye contact, tone, cadence, confident welcomeStatus framing that stops margin compression (people pay more when status rises)“Portable stories” that customers retell (and why they convert better than features)True Cost of Ownership: simple math that moves logical buyers todayPersonality-based selling with GPT: your type + their type → custom talk-track in minutesThe Dominoes Method to stack actions and create 3-car days + F&I platinum winsTimestamps / Chapters00:00 Introduction02:38 Introducing Marion Cain and Charisma Mastery05:03 Creating a Luxury Experience05:46 Building Lifetime Relationships09:42 Effective Introductions and Customer Engagement14:36 Personal Stories and Vulnerability in Sales16:01 Controlling the Sales Experience21:06 Understanding Customer Psychology23:49 The Importance of Personalization28:07 Practical Insights for Scaling Human Connection31:35 The Domino Effect in Sales33:55 Final Thoughts and Connecting with the SpeakerWho this helps: Dealer principals, GMs/GSMs, sales managers, F&I, BDC leads—anyone driving grosses, CSI, and repeat/repurchase.

Nov 11, 2025 35 min 8 annotations

“Extremes Get Clicks”: What 3,000 Pros Just Told Us About AI vs. Google | Marcus Sheridan, Author of Endless Customers | Ep. 684

AI vs. Google isn’t theoretical anymore; your buyers are already switching how they search.In this episode, Marcus Sheridan (author of They Ask, You Answer and Endless Customers) shares fresh data from ~3,000 pros on how often they now use ChatGPT instead of Google, what that means for SEO, content, and lead gen, and how car dealerships can pivot now to stay discoverable.You’ll learn:Why “extremes get clicks” (and how to win with balanced, trust-first content)The real timeline for AI in customer service (and why “faster, friction-free” always wins)What “legacy Google is dying” actually means (and what still works today)A pragmatic playbook to future-proof dealership SEO with AI search behavior in mindThe 4 pillars from Endless Customers to become the most known and trusted brand in your marketTimestamps00:00 Intro00:04 The Rise of Chat GPT00:39 The Value of Human Connection02:14 Introducing Marcus Sheridan03:21 Why extremes go viral (and why nuance converts)09:20 The Future of SEO and AI20:02 Authenticity and Performance31:21 The Concept of Agency32:08 Identity and Belonging39:04 The Future of SEO and AI44:55 The Power of Adaptation51:10 The Middle Ground Perspective57:58 Endless Customers and AI01:00:40 Conclusion and Call to ActionGiveaway: We’re gifting 10 copies of Endless Customers. Rate the show on Apple/Spotify, screenshot it, and email [email protected]. First 10 in the inbox win.Who this is episode for: Car dealership owners, GMs, marketing leaders, BDC, fixed ops, and anyone responsible for traffic, leads, and CSI.

Nov 04, 2025 62 min

“Curiosity Beats Fear Every Time”: How Dealers Are Future-Proofing Their Teams for AI and Electrification | Sebrina Westbrooke, Program Manager at Georgian College | Ep. 683

Curiosity beats fear in modern retail automotive. In this episode of The Dealer Playbook, Michael Cirillo sits down with Sebrina Westbrooke, Program Manager at Georgian College’s Automotive Business School of Canada and lead for the Canadian Dealer Academy, to unpack how car dealerships are future-proofing leadership teams for AI, electrification, digital retailing, and connected services—without losing the human connection that drives performance.You’ll hear how the Academy builds real operators, not shelf-ware: learners work directly from their own DMS reports, financial statements, PMA data, and benchmarks, then implement changes in-store—like a fixed ops tune-up that lifted department profit by 6% in the first month. We also dig into the gaps that hold back new general managers (often promoted for past results, not leadership readiness) and how to close them with clarity, data, and soft-skill mastery.What you’ll learn:How to turn curiosity into an operating system that reduces fear around AI and EV transitionsA practical way to replace “gut feel” with dealership data—and the exact questions great leaders askWhy fixed ops fluency is the hidden unlock for many first-time GMs from the variable sideThe leadership capabilities that matter now: critical thinking, problem-solving, human-centric managementHow to align culture, engagement, and training with profitability (and stop overspending to “buy” results)Who this is for: car dealership owners, dealer principals, general managers, department leaders, and emerging leaders who want measurable performance in sales, service, and F&I—without waiting on manufacturer incentives or bigger ad budgets.

Oct 27, 2025 27 min 4 annotations

Alex Lawrence: The Playbook for Selling EVs in a Volatile Market | Car Sales | Ep. 682

There’s something special about people who build where no blueprint exists.My guest today, Alex Lawrence, is one of those people.He’s a tech veteran, tenured professor, and serial entrepreneur who co-founded EV Auto, one of the first dealership groups in the U.S. dedicated entirely to used EVs and plug-in hybrids.But what really stands out about Alex isn’t just what he’s built, it’s how he’s built it. With patience, conviction, and a willingness to play the long game while everyone else chases trends.In this conversation, we get real about what it takes to grow an EV-only business through volatility, tax credit chaos, and all the unpredictable swings of an emerging market. Alex breaks down how he and his team literally sold their final cars minutes before the EV tax incentive expired, using the power of social media.We also dive into:Why authenticity on social media has become one of the strongest moats in business today.The psychology of urgency, and how it can move people to take action at 11PM on a Saturday.What it really means to juggle entrepreneurship, teaching, and family without losing your soul in the process.Why the EV revolution isn’t dead, it’s just getting started.Alex’s story is proof that doing the hard thing, the long thing, and the real thing still works.If you’ve ever wondered what it looks like to build something meaningful when the market’s uncertain and the playbook doesn’t exist. this one’s for you.

Oct 21, 2025 44 min 30 annotations

Tara Willis: How to Build a Culture That Sells Cars | Car Sales | Ep. 681

What makes someone dream of being in the car business, and then actually make it happen?In this episode, I sit down with Tara Willis, a seasoned automotive professional who turned her childhood love for cars into a 20-year career working with major automotive brands like BMW, Subaru, Nissan, and Infiniti. Tara now leads product marketing and incentives planning at Infiniti, and she’s using her voice to shape what leadership looks like in today’s auto industry.We talk about how she found her footing in a predominantly male space, the lessons she’s learned sitting in boardrooms across the automotive world, and what it really takes to create workplaces where every voice can be heard. Tara shares honest reflections about mentorship, empathy, and the power of communication, especially when intent and impact don’t always line up.We also dive into why she believes there’s still so much hope in the future of car buying and the automotive industry, from evolving technology to stronger community connections through dealership philanthropy. And she shares how her work with Empowering Auto is helping inspire the next generation of car industry leaders.If you’re passionate about car sales, automotive leadership, or the human side of this business, this conversation will remind you why the industry is worth believing in.

Oct 14, 2025 27 min 6 annotations

Jean-Pierre Lacroix: The Most Underrated Tool For Selling More Cars | Car Sales | Ep 680

Selling more cars isn't for the faint of heart. It requires daily commitment, discipline, and genuine human connection. In this episode, my guest is Jean-Pierre Lacroix, president and founder of SLD, a global branding firm that’s spent more than 30 years helping businesses win customers by tapping into what really drives decisions: emotion. He’s the author of Think Blink Manifesto, a book that lays out seven powerful ways brands can create lasting connections in an instant.We get into some big questions: Why do people buy cars the way they do? What makes one automotive brand feel worth a premium while another has to compete on price? How can dealerships go beyond features and functions to deliver experiences that customers actually remember? Layer on how quickly technology is evolving with artificial intelligence. What are the implications and will car buyers want more technology assisted experiences or more genuine human connection experiences during the car sales process? We get into this and so much more during this episode of The Dealer Playbook.Jean-Pierre Lacroix shares surprising insights about major automotive brands like Volvo, BMW, and Jeep and reveals the most underrated sales tool in the entire retail automotive industry. He shares why this one tweak will help with customer retention, lifetime value, and brand loyalty. If you’ve ever wondered why car shoppers say one thing but choose another, this episode will change the way you think about the entire buying experience.

Oct 07, 2025 33 min 22 annotations

Brad Gelber: How New York’s Largest Auto Group Dominates Social Media | Car Sales | Ep. 679

In this episode my guest is Brad Gelber, Digital Media and Content Marketing Manager at West Herr Auto Group, the largest privately owned dealer group in New York. Brad and I dive into what it really takes to market a dealership in today’s world without sounding like every other store in town. We talk about the role leadership and culture play in shaping a brand’s voice, why raw phone-shot content often outperforms polished commercials, and how to uncover stories that are hiding in plain sight inside your dealership.You’ll also hear Brad’s perspective on using AI as a tool without letting it replace human creativity, the surprising value of a simple photo in a video-driven world, and his personal test for knowing whether a story is worth sharing.If you’ve ever wondered how to move beyond cookie-cutter posts and start creating content that actually connects, this episode will give you the insight and inspiration to do it.

Sep 30, 2025 31 min

Michael Cirillo: The Biggest Problem In Retail Auto and How To Solve It | Leadership | Ep. 678

Most people assume the biggest problem in retail auto is inventory, rates, or competition.But every time I walk into a dealership, I see something else at the core of the struggle. It isn’t obvious on the surface, but you can feel it in the turnover, the burnout, the “busy but not fulfilled” pace that too many teams are stuck in.We love to talk about legacy in this industry. The photos on the walls, the family names on the buildings. But the truth is, legacy can’t just be something we inherit or frame. It has to be something we create every single day. And most stores don’t have a framework for how to actually do that.That gap shows up everywhere: in culture, in leadership, in the quiet frustration people feel when they show up to work and wonder if it really matters.In this week’s solo episode, I share what I believe is the biggest problem holding retail auto back, and how you can solve it. It’s the same framework my team and I use in my companies, and it’s made all the difference in how we lead, how we serve, and even how I show up at home with my family.I think you’ll find it both challenging and hopeful.

Sep 18, 2025 30 min

Jimmy Douglas: Why 49% of Car Dealers Struggle to Sell EVs | Car Sales | Ep.677

In this episode my guest is Jimmy Douglas, founder and CEO of Plug and former Tesla exec. Jimmy’s one of the sharpest voices in the pre-owned EV market, and he’s here to break down what most dealers are missing, and what a small group is quietly getting right.We talk about why nearly half of dealers still won’t touch used EVs, what it actually takes to build a profitable EV business inside your store, and why “dipping your toe in” may be worse than not playing at all. Jimmy also shares how culture inside the dealership makes or breaks EV success, what numbers you should pay attention to, and how to avoid getting stuck with inventory that loses value faster than you expect.If you’ve been on the fence about EVs, this conversation will help you sort through the noise and figure out whether your store is ready—or if it’s better to wait. Either way, you’ll walk away with a clearer picture of what’s really happening in the market and how to prepare for what’s coming.Tune in!You can also grab your free copy of my #1 bestselling ebook Don’t Wait, Dominate! here → www.flexdealer.com- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Sep 11, 2025 35 min 3 annotations

Ondar Tarlow: Activate More Car Buyers with VIP Events | Car Sales | Ep. 676

In this episode my guest is Ondar Tarlow, a marketing strategist with more than 20 years of experience working with brands like Fastlane Drive, Pacific Premier Bank, and the LA Chargers. He’s built a career on creating events and campaigns that actually move people—sometimes literally into showrooms.We dig into the big question dealers wrestle with all the time: what actually makes an event memorable? Ondar breaks down why so many VIP activations fall flat, and what it takes to craft experiences that stand out in a world where everyone is competing for the same high-value customers.You’ll hear insights on:Knowing your audience beyond the surface levelWhy cocktail tables and champagne won’t cut it anymoreHow partnerships with other brands can elevate your dealership eventsLessons automotive retail can borrow from Formula One and pro sportsWhere AI fits into the future of marketing without losing the human connectionIf you’ve ever wondered how to make your dealership events more than just “another invite,” this conversation will get you thinking differently about experiences, community, and what customers really value.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Sep 04, 2025 44 min

Shasta Haddock: How to Convert Social Media Leads Into Car Sales | Business Development | Ep. 675

In this episode, my guest is Shasta Haddock, Chief Operations Officer at Epic BDC and host of I'm A Car Chick Podcast. With over a decade in automotive, she’s built high-performing BDC teams and even created the industry’s first elite response team that turns social media traffic into real showroom appointments.We get into some very real challenges that are still holding dealerships back in 2025. Things like response times that feel “fast” but are actually losing sales, CRM processes that quietly drop leads, and the outdated templates that make customers tune out before a conversation even starts.Shasta also shares how her team stumbled into a breakthrough approach that changed the way dealerships convert Facebook traffic, and why one lesson she picked up from her husband’s work in law enforcement completely reshaped how she thinks about accountability in the BDC.If you’ve ever wondered why some leads vanish, how to make your first customer touchpoint more powerful, or what role AI should really play in your dealership today, this episode will give you plenty to think about. Grab your free copy of my #1 bestselling ebook Don’t Wait, Dominate! here → www.flexdealer.com- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Aug 28, 2025 31 min

Janis Showers: The Most Overlooked Profit Center in Your Dealership | BDC | Ep. 674

In this episode my guest is Janis Showers, founder of The Car Girls, who has spent more than 25 years helping dealerships turn phone calls and customer conversations into lasting relationships and profit.We dig into why the simplest interaction—the phone call—is still one of the biggest stumbling blocks in 2025, and what that says about the way dealers connect with their customers. Janis shares what she’s seeing inside stores right now: why younger staff avoid the phone, how lease renewals are often handled poorly, and where BDC teams can become the heartbeat of the entire operation.You’ll hear real examples of what happens when dealerships don’t prepare for appointments, the hidden trust that’s either built or broken at the first hello, and why human connection will always matter more than automation.If you’ve ever wondered why missed calls keep turning into missed sales—or how your team can be empowered to own the customer experience instead of passing it around—this episode will give you plenty to think about and act on.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Aug 21, 2025 33 min 3 annotations

Ep. 673 - Why Your Dealership Experience Is Worth More Than You Think, with Megan McDowell

In this episode, my guest is Megan McDowell, Vice President of Operations at TrueCar. Megan’s career started on the sales floor at Lexus of Austin and took her all the way to the executive table without leaving the automotive industry.We dig into what she learned from those bell-to-bell dealership days that gave her an edge in leadership, and how skills you might take for granted—like reading people, asking the right questions, and understanding the flow of a deal—can open doors you didn’t even know existed.We talk about:Why your dealership experience is more valuable than you think.How to translate your skills into new opportunities inside and outside the showroom.The balance between technology, AI, and authentic human connection in the car-buying journey.What Megan wishes she knew earlier in her career that could have made her even more effective.If you’ve ever wondered where your automotive career could take you—or how to make the most of the experience you already have—this conversation will give you a fresh perspective and a few ideas you can put to work right away.- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Aug 14, 2025 26 min

Ep. 672 - If you believe AI will replace your job… you’re right

Let’s just be real.The ground has shifted—and it’s not just a ripple. It’s a full-blown seismic shift under every industry, every role, every business model. In this episode, I’m unpacking what that actually means for those of us in the retail auto world and beyond as we navigate artificial intelligence.You’ve seen the AI overviews show up before Google search results. You’ve heard the noise "AI is coming for your job." But here’s the kicker: whether you believe it will or won’t, you’re probably right.What we explore in this episode is the why behind that statement, and more importantly, what you can do about it.If you’re someone who’s wondering how to adapt, how to lead, how to stay relevant—or heck, even how to start thinking about AI in a way that serves you and your team—this one’s for you. - - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Aug 07, 2025 23 min

Ep. 671 - The Secret Car Sales Strategy Your Competitors Don't Know About

We’re throwing it back to one of the most practical and actionable episodes of MC on the Mic—and for good reason. This strategy is so simple, it almost feels too good to be true. But it's exactly the kind of innovative (not inventive) move that the top 1% in sales and service swear by.In this solo episode, I break down a three-step framework that anyone—yes, even if you're not in sales—can use to stand out, build trust, and dominate your market. No budget increase, no fancy tools, no permission slips needed. Just your brain, your phone, and about 10 minutes a day.Here’s what we cover:Why innovation isn’t about inventing something new, and what that really means for your careerA Facebook groups strategy so human and so obvious, your competitors will never think to use itThe step-by-step for becoming the go-to person in your community, even if you’ve never posted online beforeHow to create real-world value in an industry that often gets stuck in the "sell, sell, sell" loopAnd hey, I get it. Everyone wants the secret sauce. We want the next big hack. But sometimes, the most powerful move isn’t in a webinar or paid ad—it’s in showing up where people already are and being genuinely helpful.So, if you’ve ever found yourself saying, “How do I get more leads without throwing more money at ads?”—this episode is your answer.- - - This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Jul 31, 2025 23 min

Ep. 670 - GET OUT of the Customer's Way, for crying out loud! with Gary Graves

In this episode, my guest is Gary Graves, the kind of guy who can build a SaaS platform by day and grade a dirt road by night. One foot in the tech world, the other in the real one. Equal parts futurist and hands-on problem solver, he's spent years collecting and analyzing the conversations dealerships have with their customers—and the insights he’s uncovered are eye-opening. We first aired this episode a while back, but honestly, it’s been aging so well we figured more people needed to hear it. The insights are still sharp, the stories still hit, and the timing feels just right.Gary and I talk about what really happens on the other end of a dealership’s phone line—and what those conversations reveal about how we treat customers. You’ll hear why most CRMs still misunderstand the role of a phone call, how IVRs might be silently costing you business, and what dealers can do today to build actual loyalty—not just repeat transactions.One of the things I love about this conversation is how practical it is. Gary doesn’t talk in circles. He breaks down what the data shows, what dealerships keep missing, and what it actually looks like to build a culture where customers want to come back.If you’ve ever wondered why your customers don’t call back, or why some reviews sting more than others, this episode is worth your time.- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Jul 24, 2025 26 min