The Dealer Playbook
Michael Cirillo
Updated about 13 hours agoThe Dealer Playbook is the podcast for serious automotive professionals. The ones who think beyond the transaction. Hosted by Michael Cirillo, now in its 12th year, The Dealer Playbook delivers straight-talk conversations with the dealers, operators, and leaders who are actually building something. If you run a store, lead a team, or are building a career worth having, this is your show. New episodes every week. Follow so you don't miss one.
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Episodes (716)
Ep. 669 - Why Tires Might Be Your Dealership’s Most Overlooked Goldmine, with David Pulla
In this episode, my guest is David Pulla, President of Dynamic Tire, one of Canada’s largest tire distributors. We dive into a part of the business that most dealers overlook—tires—and explore how they’re not just rubber on a rim, but one of the most practical tools for increasing retention, profitability, and service traffic.We talk about how dealers can rethink their parts and service strategy, use data to move inventory smarter, and turn something as simple as a tire rotation into a reason customers come back again and again. David also shares what the rise of EVs means for the tire industry and the surprising ways innovation is showing up in a category that most of us don’t give a second thought to.If you’ve ever said “tires aren’t my thing” or “it’s not worth the time,” this episode might just change your mind.- - -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
Ep. 668 - Should You Buy a Dealership in 2025? with Arthur J Madjarian
In this episode I’m joined by Arthur J. Madjarian, a guy who’s been neck-deep in retail automotive, pivoted into mergers & acquisitions, and now helps dealer groups grow, exit, and scale smart. If you’ve ever wondered how M&A works in the auto industry, or whether dealership ownership is still worth chasing in 2025, this is your episode.Arthur talks about real-life strategy, timing, red flags to avoid, and why culture and “friendly money” might just be the most underrated forces in any deal.We also dive into:The real reasons why some people are leaning into dealership ownership right now (despite the noise)Why smart buyers are more selective than ever—and what they’re actually looking forThe risks of skipping estate planning before a saleWhat it takes to become a minority partner in a store, and how to prepareThe future of real estate in automotive retail and how it could change everythingWhy culture fit isn’t just fluffy talk—it’s tied to profit and survivalIf you’re thinking about expanding, selling, or even just getting into the business, Arthur gives the kind of candid insight that only comes from living it. - - -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
Ep. 667 - The New Rules of SEO for Car Dealers in 2025, with Colin Carrasquillo
In this episode, my guest is Colin Carrasquillo, Digital Marketing Manager at Nielsen Auto Group.We’re diving into some of the real challenges and solutions that most dealers are thinking about but rarely talk about out loud.We talk about what it actually looks like to get your vendor partners working together instead of pulling in different directions. Colin shares how he’s doing this at scale across 14 rooftops and why it’s changing the game for their group.We also get into why most dealers are still chasing the wrong SEO strategy in 2025 and what really matters now if you want to show up where your customers are actually searching.You’ll learn:A practical way to hold your vendors accountable (without blowing up the relationship)Why internal communication might be the thing holding your dealership backHow thinking beyond low-funnel keywords will give you a serious edge in your marketWhy building better human connections inside your store leads to better marketing outside of itThis conversation is packed with useful ideas you can take back to your store, and it’ll definitely make you rethink how you approach your partnerships and marketing.- - -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
Ep. 666 - What Most Dealerships Gets Wrong About CRM, with Sam Maimone
In this episode, my guest is Sam Maimone from Activix, and we’re diving into a part of the car business that most people think they’ve figured out—but really haven’t: CRM.We talk about why most CRM setups are missing the mark and why buying more leads won’t solve the real problem. Sam shares what he’s seeing inside hundreds of dealerships and the small shifts that can completely change how your CRM performs. We also explore why skipping proper discovery can cost you, and what a good CRM process actually looks like when the people, the process, and the tech finally click.Sam’s story is packed with hard-earned lessons—from DJ booths to dealership desks to the corporate world and back. This is a real conversation about what works, what doesn't, and how to spot the difference.If you’ve ever wondered:Why your CRM feels like a to-do list instead of a growth toolWhat it actually takes to get your team to buy inWhy speed matters in lead handling more than ever...you’re going to want to lean in for this one.- - -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
Ep. 665 - Why Fixed Ops Isn’t Back-End—It’s the Backbone, with Nicole Dolphin
In this episode, my guest is Nicole Dolphin, Retail Development Manager at Groupe Touchette, and we’re digging into the part of the dealership that doesn’t always get its fair share of attention—Fixed Ops.Nicole shares how the service department isn’t just about oil changes and tires. It’s a relationship hub. It’s where trust is built (or lost). It’s often the reason someone decides to buy their next vehicle from you—or not.We talk about how dealerships can better introduce customers to the service side before problems happen, what most teams get wrong about customer handoffs, and how to make your fixed department feel less intimidating for first-time visitors. Nicole also shares her journey from receptionist to parts manager in luxury stores and what she learned about emotional intelligence, leadership, and navigating a male-dominated industry.If you’re trying to figure out:How to actually retain customers long-termWhat emotional intelligence has to do with customer loyaltyHow to develop your people without micromanaging themWhy knowing where to park can make or break a customer’s trust......you’ll want to hear this one all the way through.- - -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
Ep. 664 - How to Create a High-Performance Dealership Culture, with Jill Schulman
In this episode, my guest is Jill Schulman, USMC veteran, leadership coach, and author of The Bravery Effect.We dig into the surprising role that bravery plays in building high-performing cultures—not just in the military, but in dealerships, teams, and even our personal lives.Jill shares the science behind why playing it safe actually leads to burnout, anxiety, and unhappiness, and how the most fulfilled, successful people have something in common: they’ve learned how to build bravery like a muscle.We talk about:What holds people back from going after what they really wantWhy “positive vibes only” doesn’t actually lead to happinessHow to teach your team to want accountability, not run from itWhat it takes to lead yourself before you try to lead othersAnd how leaders can create an environment where performance and wellbeing grow togetherYou’ll also hear practical tools—backed by real research—that Jill uses with Fortune 500 companies to help people take bold action, stay mentally strong, and avoid what she calls the “comfort trap.”If you’ve ever felt like you were capable of more but couldn’t get past the fear, or if you're in leadership and want to help your team do hard things without burning out, this episode’s going to give you some serious perspective.- - -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
Ep. 663 - The Laws That Top Performers in Retail Auto Obey, with Alan Dickie
In this episode, my guest is Alan Dickie, President - www.AlanDickie.com and a returning DPB alum.Alan’s one of those guys who doesn’t just talk about success—he breaks it down to the bone. In this conversation, we explore what he calls the “laws” that make success predictable in life and business.We talk about why most salespeople stay stuck selling 8–12 cars a month while a few are pulling in 30+. It’s not about personality. It’s not about luck. It’s about understanding how human behavior works and knowing what laws to follow to create momentum.You’ll also hear:How to break out of the “employee mindset” that’s holding you backWhat selfishness has to do with better service and more salesWhy ignorance always feels like anxiety (and how to fix that)What Dollarama can teach you about value-based sellingAnd how success really is just about following the right laws—every timeIf you’ve ever found yourself thinking “I’m doing the work but not seeing the results,” this episode will shift how you think about performance, money, and personal growth.This isn’t about motivation. It’s about awareness. And Alan doesn’t hold back.- - -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
Ep. 662 - AI, Accountability, and the $30 Leak in Your Marketing, with Matt VanDyke
In this episode of The Dealer Playbook, I sit down with Matt VanDyke, President of Shift Digital, to unpack some of the most pressing—and overlooked—topics in automotive marketing right now. From mobile-first lead strategies to AI-powered insights, Matt brings a rare, high-altitude perspective that cuts through the fluff and actually makes sense of what’s happening in the trenches.We talk about:Why phone calls and text messaging are quietly dominating lead conversionsHow to rethink click-to-call and ditch the outdated obsession with form submissionsThe $30 out of every $100 you’re losing due to poor website performance (yes, it’s that bad)The AI conversation everyone’s having—but few are applying correctlyWhy accountability isn’t a buzzword—it’s the hidden driver of innovationMatt also drops a sobering stat: fewer than 1% of dealer websites in North America pass Google’s Core Web Vitals. Which means most are unintentionally sabotaging their own ad budgets. If you’re tired of wasting money, or just want to know where the puck is really heading, this conversation is a must-listen.Whether you're running a store, managing an OEM program, or working at an agency, there’s something in here that’ll shift how you think about performance.- - -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
Ep. 661 - What Agentic AI Means for the Future of Automotive Retail, with Barry Hillier
In this episode, my guest is Barry Hillier, co-founder of Auto Agentic A.I. and someone I’ve known and respected for years. Barry’s got a deep background in SaaS and marketing, and he’s one of those rare people who can make complex tech make sense—and more importantly, make it useful.We talk about what AI actually means for dealerships, business owners, and people in general—not in the theoretical sense, but in the “what should I be doing about this right now?” kind of way.Here’s a glimpse of what you’ll get from this conversation:How AI can make you better at your job instead of taking itWhat dealerships need to know before jumping into AI toolsWhy people with strong emotional intelligence (EQ) might be more valuable than everHow AI changes the way we train, learn, and lead teamsWhat this all means for the next generation—including your kidsBarry also shares how he fell into building tech solutions for the auto industry, what he’s learned from saying “yes” before knowing how, and why we’re just scratching the surface of how AI can elevate human potential.If you're a dealer, leader, entrepreneur—or just someone trying to figure out where you fit in this next chapter—this one’s worth a listen. The ideas we explore could shift the way you think about tech, talent, and your future.- - -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
Ep. 660 - How To Turn Friction Points Into Profit Centers, with Jacqui Barker
In this episode, my guest is Jacqui Barker, Global OEM Strategy Director at Keyloop, joining me from the floor of the Toronto International Auto Show.We get into the real stuff—the behind-the-scenes friction points in today’s car buying journey and what needs to change now if dealerships want to stay relevant in a world of evolving tech and rising customer expectations, and let me tell you—this conversation will challenge how you see digital retailing, data integration, and the customer experience in automotive.This one’s a must-listen if you’re serious about evolving your dealership experience with purpose (not panic). - - -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
Ep. 659 - Expanding Your Dealership’s Revenue Stream, with Shahin Alizadeh
In this episode, my guest is Shahin Alizadeh, President and CEO of Downtown Auto Group – a powerhouse in the automotive and real estate industries. Shahin has redefined what a dealership can be, transforming a small, struggling lot to then developing a leading edge Auto ComplexBut this isn’t just another dealership success story. Shahin dives deep into how he leveraged prime real estate to create a hybrid model that generates revenue from car sales, fixed operations, and real estate development – a strategy that’s turning heads across the industry.We explore the bold moves that took him from washing cars to managing multiple brands under one roof, the challenges of convincing OEMs to embrace a non-traditional model, and why he believes every dealer should think like a developer.Plus, we get into the rise of Chinese auto brands, the impact of skyrocketing land values on the dealership model, and the future of automotive retail in urban markets.If you’re looking for practical ways to elevate your dealership and tap into new revenue streams, Shahin’s story is the blueprint you need. - - -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
Ep. 658 - Lessons in Influence from One of Canada's Most Respected Leaders, with Agnes Di Leonardi
My guest in this episode is Agnes Di Leonardi — an automotive executive, a lawyer, and one of the few recipients of the prestigious Order of Canada for her contributions to the industry. With over 30 years of experience across companies like Ford, Mazda, and Sym Tech Dealer Services, Agnes brings a wealth of knowledge about leadership, inclusion, and the evolution of the auto business.In this episode, we talk about why representation matters, how resilience and curiosity fuel career growth, and what practical steps dealers can take to create more inclusive and successful organizations.If you’re serious about growing your business, future-proofing your leadership team, and building an organization that mirrors and serves today’s customer base — this conversation is a must-listen. - - -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
Ep. 657 - Human First, AI Fast: The New Sales Formula, with Kyle Mountsier
In this episode I’m hanging out in person with my good friend Kyle Mountsier—COO at ASOTU (Automotive State of the Union), we talk about everything from AI implementation in dealerships to the real reason human connection is the most valuable currency in retail auto.We’re recording this one in person from New York City, floor-sitting style (yep, you read that right)—and it’s one of the most candid, dynamic convos I’ve had.We dive into:How to responsibly integrate AI into your dealership without breaking trust or compliance.Why most dealers are thinking about AI all wrong—and what to do instead.The importance of internal GPT models and why uploading your P&Ls might be the smartest move you make this year.The shift from hours worked → problems solved, and what that means for your business.Why connection is the real ROI (and always has been).A sneak peek at ASOTUCON and why it’s more than just another auto event—it’s where the others gather.There’s a lot of noise out there about AI, digital retail, and operational efficiency—but very few voices are cutting through with the clarity, care, and conviction that Kyle brings to the table.If you’ve ever wondered how to blend emerging tech with real human moments in the dealership, this conversation will give you clarity (and maybe even a few goosebumps).Grab your ASOTUCON tickets here: https://www.asotucon.com/ - - -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
Ep. 656 - Avoid This Mistake, Unlock Customer Loyalty, with Christine Mitchell
In this episode, my guest is Christine Mitchell—aka The Car Lady— founder of The Car Lady Canada, and we talk about what it really takes to build dealership loyalty, elevate women in automotive, and create a culture that actually sticks.Christine’s been in the car business since she was 16—and what started as a gig in the lube lane turned into a national movement that’s helping dealers across the country retain customers and talent.We talk about:Why most “women in automotive” conversations are missing the mark—and what needs to happen insteadThe real ROI behind Know Your Car Night (87% retention)How to create dealership culture that isn’t just pizza Fridays but real leadership from the ground upThe surprising power of post-sale follow-up that doesn’t involve a birthday email or another push notificationWhy empowering the receptionist might be the smartest move you make this yearChristine dropped a line that really stuck with me:“The diamonds are in your store. You just have to harvest them.”If you’ve ever said “we want to improve our culture” or “we need more loyalty” or “we want more women on our team”—this is your playbook.It’s not about checking boxes. It’s about building something better—together. - - -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
Ep. 655 - How to create a Culture that delivers the Brand Promise, with Edwin Frizzell
In this episode, my guest is Edwin Frizzell, Regional Vice President and General Manager at the legendary Fairmont Royal York, and we’re talking about what it really takes to create unforgettable guest experiences, build strong internal culture, and lead with purpose in fast-paced, high-expectation environments.Edwin shared a real-world example of how a single gesture at a car dealership completely changed his perception—and potentially his buying decision.“I’m actually considering buying a car from a dealership out of town—not because of the brand, but because one entry-level employee made me feel seen and valued. That one moment of connection changed everything.”Let that sink in. A single moment. A small gesture. Not the fancy showroom, not the logo on the building—but a human interaction.And that’s exactly what we unpack in this episode, we dig into: How to turn everyday interactions into powerful emotional connections Why Mary in the laundry room is just as important as any executive (and why Edwin knows her by name) The importance of brand promises—and how to activate them through your people What automotive dealers can learn from hospitality pros when it comes to service that sticksIf you're in the auto industry and you want to know what today's customer really values, this is something you can't afford to miss. - - -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
Ep. 654 - What the Top 1% of Dealers Are Doing Differently on Social Media, With Miranda Pyette
In this episode, my guest is Miranda Pyette, founder of Purpose Automotive and one of the sharpest minds in the game when it comes to dealership social strategy.She’s been in the trenches. From hustling newspaper ads to helping dealers make the massive leap from print to digital. Now, she’s leading a powerhouse team of women helping dealerships across Canada crush it on platforms like TikTok, Instagram, Facebook, and more.In this episode, we unpack:How dealers can stop getting crushed by “vanity metrics” and start crafting a social presence that actually drives results.Why every platform isn’t created equal (and how to tailor your strategy without burning out your team).What big brands are doing right—and how you can localize it to win in your own market.The exact moment when social becomes more than “clicking post” and turns into real brand-building.If you're a dealership leader wondering, “Where do we even start with social?” or “How do I get my team on board without overwhelming them?”—this episode is your blueprint.So whether you’re deep into your content game or still stuck in 2012 with a drone video and a dusty Facebook page—hit play. - - -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
Ep. 653 - The Hidden Influence of Retail Spaces on Customer Behavior, with Omar Gandhi
In this episode, my guest is Omar Gandhi, founder of Omar Gandhi Architects (OG) and the architectural genius behind Audi Haus.Omar’s firm, Omar Gandhi Architects, has built a reputation for creating spaces that do more than just exist—they make people feel something. And as it turns out, when people feel something, they’re more likely to engage, connect, and even buy.In this episode, we talk about the power of intentional design and how Omar, the brilliant architect behind Audi Haus shares insights on how design isn’t just about aesthetics—it’s about business, customer psychology, and ultimately, ROI.We get into: How retail spaces (not just products) can shape customer perception and influence buying decisions The ROI of great design—why creating the right environment can make or break a brand’s impact The wild ride of Omar’s career—from losing his job to building one of Canada’s most respected architecture firms Why saying yes to the smallest projects early on led to massive opportunities later And the secret sauce behind Audi Haus—how a single space can shift someone’s entire experience with a brandThis episode is packed with real-world insights that go way beyond architecture. Whether you’re in retail, marketing, or just someone who loves a great underdog story, there’s something here 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 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
Ep. 652 - The #1 Mindset Shift That Will Transform Your Dealership’s Success, with Nick Askew
In this episode, my guest is Nick Askew, CEO of Space Auto— a guy who went from composing music to selling cars to building game-changing tech for dealerships. Yeah, you read that right. His journey proves that creativity, sales, and innovation are more connected than we think—and that fresh thinking might be exactly what the auto biz needs right now.Nick and I dive into the good stuff—big ideas, bold perspectives, and the kind of convo that makes you stop and go, “Huh… never looked at it that way before.” Plus, the man’s got a row of guitars behind him, so you already know he’s cool. This is one of those conversations that will change the way you think about sales, tech, and the future of automotive.Bottom line? This episode will challenge the way you think about sales, business, and the future of automotive.- - -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
Ep. 651 - From Bank Robber to Car Sales Master, with Luke Lunkenheimer
In this episode, my guest is Luke Lunkenheimer, the President of Paid to Persuade, and let’s just say… his road to success wasn’t exactly a straight line. Before becoming a persuasion expert and sitting at the table with guys like Tai Lopez and Brad Lea, Luke took a few, uh… detours but we’ll get to that. But here’s the crazy part—his past is exactly what shaped him into the sales and leadership expert he is today. We’re talking about a guy who went from getting locked up to unlocking next-level sales strategies—and his journey will make you rethink everything you know about persuasion.In this episode, we uncover: How Luke went from incarceration to industry leader (his story will leave you speechless) Why most salespeople get persuasion wrong—and how to fix it The BIG 3 questions that make closing effortless How trust and authenticity will outsell any gimmick The real reason people hesitate before buying—and how to break through itThis conversation is real, raw, and packed with insights that can transform the way you sell, lead, and do business. Plus, Luke drops some absolute mic-drop moments that will have you rethinking how you approach deals.- - -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
Ep. 650 - Remembering Jim “Alpha Dawg” Ziegler
In this special episode, I pay tribute to my friend and industry icon, Jim "The Alpha Dawg" Ziegler. If you’ve been in the car business for more than five minutes, you probably know his name—or at the very least, you’ve heard his unmistakable voice calling it like it is. Jim was one of a kind, and his impact on the industry, and on me personally, is something I won’t soon forget. And because his words still carry weight today, I’m including a full replay of our last conversation on the podcast—a conversation that remains one of the most downloaded and listened-to episodes in The Dealer Playbook’s history. Jim Ziegler left behind a legacy that stretches far beyond the automotive industry. His influence, his mentorship(because let’s be honest, Jim wasn’t afraid to say what needed to be said) and all that contributed to making this industry better. Thank you, Jim. - - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
Ep. 649 - The Ultimate Customer Magnet for Dealerships, with John Dwyer
In this episode, my guest is John Dwyer—a marketing enigma known for crafting “way-outside-the-box” customer attraction strategies.John is the brains behind campaigns that have turned entire industries on their heads. He’s the guy who got Jerry Seinfeld out of retirement for an ad campaign (seriously, who does that?!), and he’s been helping businesses attract customers like a magnet without ever relying on discounting.And in this episode? We’re pulling back the curtain on how he does it. Why price discounting is a race to the bottom (and what to do instead)The insane power of incentives (He literally helped a car dealership achieve its biggest sales month in history—without dropping a single price)How to stand out in an industry where everyone is offering the same thing (No more “free oil changes” that no one cares about)Why persistence beats intelligence—John shares the exact strategy that landed him the Seinfeld deal, and trust me, it’s a game-changerIf you’ve been wrestling with how to stand out in today’s crowded market, John’s unconventional wisdom is exactly what you need. Hit play now and get ready to think differently about marketing forever!- - -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
Ep. 648 - How New York’s Largest Auto Group Dominates Social Media, with Brad Gelber
In this episode, my guest is Bradley Gelber—the digital media and content marketing mastermind at West Herr Auto Group, the largest privately-owned dealer group in New York.Now, let me ask you something… Does your dealership’s online presence actually stand out? Or are you just another brand blending into the endless scroll of sameness?Here’s the brutal truth: Most dealerships treat social media like a digital billboard, and it’s killing their engagement. But Brad? He gets it. He’s built a brand that doesn’t just post—it actually connects with people. And in this conversation, he’s breaking down exactly how he does it.We get into:Why storytelling is your biggest marketing weaponThe truth about AI in marketing—is it a powerful tool or just a shortcut to soulless content?How to build a brand voice that actually means something instead of regurgitating the same old “best deals in town” phraseThe one type of content that consistently gets massive engagement Why perfection is overrated—and how scrappy, real, behind-the-scenes content will outperform a polished, overproduced video every timeIf you’re tired of dealership social media being boring, transactional, and ineffective, this episode will challenge you to think differently. Because the dealerships that win online aren’t just shouting about deals—they’re building brands that people actually care about.- - -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
Ep. 647 - How to Tap Into the Multi-Billion Dollar Spanish Car Market, with Chance Mayfield
In this episode, my guest is Chance Mayfield, founder of Carfluent - we sit down to talk about how dealerships can better connect with Spanish-speaking buyers, create a seamless customer experience, and ultimately drive more sales.Here’s the deal… The Spanish-speaking car market in the U.S. is MASSIVE yet it remains one of the most underserved consumer groups in the auto industry. Dealers are either ignoring it or flat-out getting it wrong. And that? That’s leaving a TON of money on the table.Here’s what we cover: The biggest mistakes dealers make when marketing to Spanish-speaking customers Why just “translating” your website isn’t enough (and what ACTUALLY works) How to eliminate the “fire drill” that happens when Spanish-speaking customers call in Why staffing up the right way can transform your sales numbers The hidden opportunity that most dealers don’t realize exists—and how to capitalize on itThe kicker? The U.S. is the second-largest Spanish-speaking country in the world after Mexico—yet most dealerships aren’t making the right moves to serve this massive customer base. The dealers who lean in and get it right are seeing insane close rates and next-level referrals.If you’ve ever wondered how to stand out in a competitive market and tap into a high-intent, high-ROI customer base, this episode is 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 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
Ep. 646 - How to Keep Your Inventory Clean, with Brian Kramer
In this episode, my guest is Brian Kramer, EVP of Dealer Growth & Success at Cars Commerce. Brian has a unique perspective—he’s got eyes on thousands of dealerships, millions of VDPs, and the real numbers behind what’s working (and what’s not). We dive into some game-changing insights about how dealers can stop guessing and start measuring their online road to the sale, fix inventory inefficiencies, and finally connect the dots between marketing, CRM data, and actual sales.Now, here’s the thing—we all think we have a process. But if we’re being honest, a lot of our workflows are not really that intact, somehow, leads are still slipping through the cracks. Half the time, customers are bouncing off broken experiences on our websites, and we’re left wondering why closing rates aren’t what they should be.Meanwhile, the top-performing dealers? They’re not doing more—they’re doing less, but better. They’ve mastered the pain of discipline—refining their processes, eliminating inefficiencies, and ensuring that every lead, every trade-in, and every digital interaction actually leads somewhere. That’s the difference between guessing and making data-driven decisions that actually move the needle.If you’re ready to tighten up your process, stop overspending, and get a clear roadmap for making your online showroom work as efficiently as your physical one, this episode is a must-listen. Brian shares some simple but powerful shifts that can save time, money, and frustration.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
Wait, Where'd The Tariffs Go?!?
Tariffs. Chaos. Panic. The sky is falling! Or… is it?If you’ve been anywhere near the news lately, you’ve seen the headlines. “Tariffs are coming! Businesses are doomed!” And yeah, for a hot minute, it looked like we were in for a wild ride. But then—mid-recording, literally while the cameras were rolling—everything changed. The news flipped. No tariffs (for now). Just like that.And that right there is the problem.We live in an industry that thrives on fear and uncertainty. But here’s the reality: the businesses that thrive—no matter the market, politics or economy—don’t react to uncertainty. They prepare for it. They invest in their people, they stay laser-focused on what they can control, and they don’t waste time chasing what everyone else is doing.So, the question is: Are you playing defense, waiting for the next crisis to knock you down? Or are you building a business that wins no matter what? Hit play. Let’s talk 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