The Dealer Playbook – Details, episodes & analysis

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The Dealer Playbook

Michael Cirillo

Business

Frequency: 1 episode/6d. Total Eps: 727

The 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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Data updated on 07/10/2026

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https://www.thedealerplaybook.com/play
127 shares
https://www.flexdealer.com/
87 shares
https://dpb.fm/apple
77 shares

https://www.linkedin.com/company/dealerplaybook/

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“AI Can’t Find You” — Why AI Is Skipping Your Dealership Website | Wade Kerzie, Founder Kerzie AI

Tuesday, October 6, 2026 • Duration 29:41

This is one of those episodes where you'll want to pull up your own website halfway through.

Michael sits down with his neighbor, Wade of Kerzie.ai, to talk about why AI keeps skipping right past dealership websites. Wade's been tracking how fast search is shifting. A year ago, 6% of people were using ChatGPT to search. Now it's 45%. When one of those people asks ChatGPT to find them a vehicle, AI doesn't read your homepage. It looks for a page written specifically for it. If that page isn't there, it pieces together an answer from older information, and that's when your hours and your inventory come back wrong.

Wade walks through his front cover, back cover way of thinking about it, a simple test you can run on your site in under a minute, and how his team keeps a dealer's inventory current for AI every single day. If you're stuck on an OEM-mandated website platform, he's got good news for you there too.

Connect with Wade at Kerzie.ai. His calendar and email are both there.

Michael's takeaway: We spent twenty years learning how to get found by Google. This round is faster and cheaper to adapt to, but only for the dealers who actually do it.

Timestamps

(00:00) AI Findability Matters
(01:26) Podcast Sponsor Break
(02:52) AI Upside For Dealers
(05:15) Search Shift To ChatGPT
(09:46) Structure Beats Content
(11:26) Inventory Data For AI
(12:36) Author Your AI Profile
(20:18) Future Of Websites
(25:18) Human Value And Upskilling
(29:17) Wrap Up And Contact
(29:43) Final Outro

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“I Didn’t Have to Chase Ups” — Car Sales Systems Behind 64 Cars in 15 Days | Kevin Rudolph, Sales Team Leader at Royal Buick GMC

Tuesday, September 29, 2026 • Duration 33:16

Kevin Rudolph sold 64 cars in a month and worked 14 or 15 days to do it. He didn't chase ups, and he didn't wait on the BDC.

Kevin is a top-producing salesperson at a single-point Buick GMC store in rural northwest New Jersey. Before sales, he spent 13 years as a master tech and shop owner, and he only stepped onto the sales floor because his wife pushed him. He had one condition. His kids were going to know him.

That condition forced him to build something most reps never do. In this conversation, Kevin walks Michael through the request he made to his bosses once his numbers backed it up. He shares how two full-time assistants became part of his deals, and why his customers are fine buying from his team when he's home with his family. He also talks about a mentor's line that became his reason for going to work every day, and why he won't sponsor anything he can't personally show up to.

And Kevin explains what happened when his store took notice.

Connect with Kevin on Facebook by searching #ridewithrudolph, or find Kevin Rudolph on LinkedIn.

Michael's takeaway: "Kevin earned the help before he asked for it, and that help bought his family time back. Build the process, prove the units, then go get your people."

Timestamps

(00:00) 60 Cars Four Days

(00:53) Sponsor Message FlexDealer

(02:17) From Repair Shop To Sales

(05:47) Family First Mindset

(11:47) Building A Sales Team

(16:41) Community Giveback That Works

(20:38) First Three Career Moves

(24:21) Culture Training And Small Markets

(28:25) Key Takeaways And Mindset

(32:22) Connect And Closing

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“Stop Doing The Memes” — What Actually Works for Dealers on Social Media | Charlie Czerniawski, Car Sales Manager at Sansone Toyota

Tuesday, September 22, 2026 • Duration 35:55

Charlie Czerniawski, better known as Emcee Charlie, has spent more than two decades in automotive retail and built a significant following across Instagram and TikTok.

But this conversation is much bigger than follower counts.

Charlie explains how salespeople can use social media to become known in their market before a customer ever walks into the dealership. That familiarity changes the interaction. Customers start asking for specific people. Trust begins earlier. And the salesperson starts building demand around their own name instead of depending entirely on random floor traffic.

Charlie shares some practical tips, including what he would do differently if he had to start all over again today.

You can find Charlie on Instagram and TikTok as Emcee Charlie.

Michael's takeaway: stop posting for attention and start posting proof. Your name is the thing that gets a customer through the door before price ever comes up.

Timestamps

(00:00) Why People Need To Know You

(00:35) Starting From Zero Online

(01:08) Quick Show Support Break

(02:35) How Charlie Got Into Car Sales

(06:36) Why He Reinvented His Content

(09:12) Sell Yourself Before The Car

(12:03) How To Build Repeat Customers

(18:00) Surviving The Chaos Of Retail

(20:19) What He’d Do Starting From Zero

(24:46) You Don’t Need 50K Views

(28:55) Become The Person Buyers Know

(32:53) Match The Buyer To The Person

(34:34) Connect With Emcee Charlie

(35:31) Final Takeaway

"Forget the Gimmicks" - How to Win Customers for Life | Hank Ebeling, Owner and Lead Coach at H4 Training

Tuesday, September 15, 2026 • Duration 26:17

Hank Ebeling is the Owner and Lead Coach at H4 Training. With a background in the fitness industry and a deep understanding of hospitality, Hank has honed his skills in delivering exceptional customer experiences. His expertise has helped numerous small businesses differentiate themselves through superior service, making him a sought-after consultant and author of "Crushing the Competition with Service."

What We Discuss in This Episode:

In this episode I sit down with Hank Ebeling to uncover the secrets of turning customer service into a formidable competitive advantage. Hank passionately discusses why exceptional customer service is the best marketing strategy a business can have. He argues that many business owners underestimate the power of outstanding service as a competitive advantage. Good customer service is not enough; it must be exceptional to create "walking billboards" for your business. Hank shares insights on how businesses can invest in their teams, hire the right people, and provide proper training to ensure that customer service becomes a true differentiator.

We explore the idea that hospitality and genuine customer care are teachable skills. Hank shares his belief that many businesses become tone-deaf to customers' needs because they are too focused on their own objectives. He stresses the importance of shifting from an ego-driven mindset to one that prioritizes serving customers. This shift not only enhances customer satisfaction but also drives long-term business growth.

Tune in as we discuss the critical mindset shifts needed to prioritize customer service, the tangible benefits it brings, and practical steps to implement these strategies effectively.

Thanks, Hank Ebeling!

Timestamps

(00:00) Welcome and Sponsor

(00:31) Hank’s Service Origin Story

(05:37) Make It About Them, Win Long Term

(07:18) Service as a Marketing Advantage

"Sold 300+ Used Cars" - This Ford Store Cracked The Used Car Game | Rob Ruth, President - Bob Ruth Ford

Tuesday, September 8, 2026 • Duration 34:17

How do you sell 300+ used cars a month in a town of 2,900 people, and buy 240 vehicles off the street without relying on auctions?

In this episode, Rob Ruth the President / Owner of Bob Ruth Ford, Dillsburg PA breaks down the real playbook behind scaling a pre-owned-first dealership inside a franchise system, and why a startup mindset, disciplined acquisition, and a culture built on partnership can outperform “bigger market” excuses.

Rob shares exactly how they pivoted during COVID when inventory vanished, how they built a team-based buying machine (starting with Facebook Marketplace outreach), and why used cars drive the whole store: service, parts, profitability, and growth.

What you’ll learn:

Why used cars are the real growth lever (40M used vs ~16M new) and how to differentiate

The acquisition-first framework: buying center, street buys, and scaling a sourcing team

How to sell 8 used for every 1 new while keeping the OEM satisfied

What’s working now: $25K-and-under sweet spot, pricing discipline, and recon strategy

Leadership and culture: treating employees like partners, creating career paths, and recruiting in a small market

The recession-proof logic of building a pre-owned engine when markets shift

If you’re a dealer, operator, or leader who feels boxed in by OEM pressure, market size, or “the way it’s always been done,” this episode will challenge you to rethink what’s possible and remind you why you got into this business in the first place.

Timestamps

00:00 Introduction to the Used Car Mindset

00:36 The Story Behind Bob Ruth Ford

01:02 Key Elements of a Successful Pre-Owned Operation

01:13 Flex Dealer and the Dealer Playbook

"We Want To Actively Give Back" — An Independent Dealer On Trust Over Ad Spend | Travis Baldwin, Vice President at Best Deal Auto Sales

Tuesday, September 1, 2026 • Duration 28:19

Travis Baldwin started detailing cars at his family's independent dealership in 1999. He worked his way up through buyer, sales associate, sales manager, area manager, and eventually Vice President at Best Deal Auto Sales, all while serving on the board of the Indiana Independent Auto Dealer Association and spending time as a reserve police officer.

Travis joins Michael to talk about something most dealers don't say out loud: that the sign at the ball field and the logo on the billboard might matter less than people think. He shares how his family has built trust in their community through quiet, consistent involvement, like helping an employee buy a house when their credit didn't qualify, without ever looking for credit or recognition in return.

The conversation also gets into the auction buy that changed how Travis does business: a certified unit that showed up with metal in the oil and got relisted with no disclosure. That experience led him to build Dealer Defender, a platform that flags non-disclosed auction returns before they cost the next dealer.

Find Travis on LinkedIn or learn more about his platform at dealerdefender.com.

Michael's takeaway: the dealers who last aren't chasing the next lead source. They're the ones people trust enough to vouch for without being asked.

Timestamps

(00:00) Overachiever Origins

(00:52) Sponsor FlexDealer

(02:18) From Detailer to VP

(05:12) Advocating Independents

(08:27) Competing With Franchises

(10:58) Future Focus Transparency

(13:22) Community Over Marketing

(22:11) Reserve Officer Lessons

(24:20) Dealer Defender Story

(27:43) Outro

“Put This To Work” - The Secret Weapon Your Competitors Don’t Know About | Michael Cirillo, CEO at FlexDealer

Tuesday, August 25, 2026 • Duration 25:22

Most dealerships want more visibility.

The interesting question is whether they’re fully using the visibility they already have.

In this episode, Michael Cirillo breaks down an overlooked opportunity inside Google Business Profile and how dealerships can use it to get in front of more high-intent local car shoppers.

Google Business Profile is already helping shoppers find the store, read reviews, visit the website, call, get directions, and make purchase decisions. Michael’s point is simple: if shoppers are already moving through that channel, there are practical ways to make the experience work harder for the dealership.

Michael uses Strosnider Chevrolet as a real-world example and walks through a simple execution anyone at the store can understand.

The practical takeaway is straightforward:

Before adding another tool, another platform, or another process, make sure you’re getting everything you can from what your dealership already has.

Timestamps

(00:00) Coming Up

(00:53) Flex Dealer Plug

(04:42) Napoleon Quote

(05:17) Why GBP Wins

(09:09) Social Reality Check

(13:22) Reviews Matter

(14:28) Updates Section Hack

(19:22) Repurpose Everywhere

(22:55) Do It Today

(23:44) Wrap Up

(24:20) Final Thanks

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"Absolutely Cancerous" - The Biggest Problem In Retail Auto and How To Solve It | Michael Cirillo, CEO at FlexDealer

Tuesday, August 18, 2026 • Duration 30:44

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.

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.

Timestamps

(00:00) Ethical Fading Warning

(00:35) Episode Sponsor: FlexDealer

(02:05) Legacy Matters

(06:46) Why Teams Feel Stuck

(10:25) Defining Ethical Fading

(13:14) Reset With Values

(16:30) Guiding Principles Exercise

(19:50) Six Genius Types Explained

(24:18) Action Steps And ROI

(27:18) Using GPT As Chief Of Staff

(30:24) Final Thanks And Subscribe

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“What’s the Next Move” — How Top Car Sales People Stay Ahead of the Market | Andrea Anderson, Cadillac Sales Consultant

Tuesday, August 11, 2026 • Duration 35:18

This week Michael talks with a Cadillac Sales Consultant at Andrews Cadillac in Brentwood, Tennessee, who spent years ranked in the top 100 nationally before ever posting online, and then built 150,000 followers in a single year without her numbers dropping.

She walks through the moment she realized being good at her job wasn't enough to stay on top. She needed more people to know it. That's the shift that started everything, from her first clumsy videos to a system that now brings buyers in already trusting her. She also talks candidly about a cancer diagnosis during pregnancy, why she stopped tying her worth to whether she sold a car that day, and how she holds firm boundaries (home by 5, no Saturdays) while still outselling reps working six days a week.

You can find her as AndreaSellsCadillac across platforms, or reach her directly through Andrews Cadillac in Brentwood.

Michael's takeaway: the top of your market isn't a finish line, it's the point where you have to ask what got you here won't keep you here, so what's next.

Timestamps

(00:00) Rapid Growth Setup

(00:49) Sponsor Message

(04:05) Early Sales Lessons

(06:55) Fitness To Dealership

(08:31) Abundance Mindset Origins

(11:20) Cancer Perspective Shift

(16:25) Why Social Media Started

(19:59) Hooking Viewers Fast

(22:46) Reps And Authenticity

(26:22) Cost Of Top Performer

(29:23) Why Customers Choose Her

(31:36) Boundaries And Balance

(34:36) Connect And Wrap Up

"1.8% Of Clicks Are Paid" - The Traffic Every Dealer Is Leaving On The Table | Matt Copley, Co-Founder & CRO of Hrizn

Tuesday, August 4, 2026 • Duration 35:57

Most dealers are fighting over a sliver of traffic while the majority goes unclaimed. Matt Copley, Co-Founder, Chairman, and Chief Revenue Officer of Hrizn, joins Michael to unpack it. With over 25 years across media, adtech, and martech, including a decade working inside retail automotive itself, Matt's built a career watching how dealers show up online, and now builds the platform to fix it.

They dig into a number pulled from SparkToro, Datos, and Semrush: paid clicks only account for 1.8 to 4.9% of all clicks after a search. The rest is organic, and it's where the real opportunity sits. They get into why chasing hundreds of keywords through an outside SEO vendor is a losing fight, how a simple wearable AI note taker can capture a service writer's or product specialist's knowledge with zero extra work, and a mistake already live on plenty of dealer sites right now: unchecked AI-generated vehicle descriptions.

Connect with Matt Copley on LinkedIn, or head to Hrizn.io for their resource library on content and search, open to anyone whether they're a customer or not.

Michael's takeaway: stop fighting for the 2%. The 98% is already there, and it's free.

Timestamps(00:00) Stop Chasing Keywords

(01:13) Sponsor Message FlexDealer

(02:38) Content Lives In Store

(03:30) Outsourced Content Problem

(07:12) Capture Expertise With AI

(09:10) Search Everywhere Strategy

(14:48) Paid Vs Organic Flip

(20:08) Social As Infrastructure

(23:09) People Over Brands

(28:54) Fight AI Content Slop

(35:38) Podcast Outro

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The Dealer Playbook – Details, episodes & analysis

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