Explore every episode of the podcast The Dealer Playbook

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

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

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

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

(11:40) FlexDealer Ad Break

(12:07) Fitness vs. Car-Buying Skepticism

(15:49) Be Genuine, Ditch the Script

(17:08) Culture, Hiring and Empowerment

(21:01) Lead Zombies and Capacity Reality

(22:13) Why Hank Wrote the Book

(25:14) Connect with Hank

(25:53) Podcast Outro

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

02:35 Rob Ruth's Journey and Mindset

03:46 Challenges and Strategies in the Used Car Market

06:05 The Startup Mentality in a Family Business

15:20 Acquisition and Inventory Management

26:20 Community Impact and Leadership

33:29 Conclusion and How to Connect

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

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

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

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

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

Average production has a cost, and it usually shows up long before someone notices it in their paycheck.

After 18 years in automotive retail, Raul stepped away from the general sales manager position and returned to the showroom floor as a client advisor. He wanted to reconnect with the customer experience and find out what separates someone selling ten cars a month from someone consistently producing 20 or more.

Raul explains why average producers often wait for perfect deals, avoid low-gross opportunities, and talk themselves out of transactions before the customer ever does. High performers keep stacking deals, serve every customer well, and understand that one additional sale can unlock thousands of dollars in volume bonuses.

He also shares why personal presentation matters, how helping coworkers strengthens the entire store, and why operating like an owner can make you more valuable regardless of your title.

The conversation moves into social media, where Raul breaks down how educational content creates real business. One video about the G-Wagon market led to a factory order, an interim lease, and a referral who purchased another vehicle.

Raul is a client advisor with 18 years of dealership experience and the creator behind Vincierge. Connect with him on Instagram, TikTok, and Facebook at @vincierge

Michael’s takeaway: Average is expensive. Stop waiting for better opportunities and become better at serving the opportunities already in front of you.

Timestamps

00:00 Intro

00:48 Dealer Playbook Support

02:10 Why He Returned

08:41 Can Connection Be Taught

15:37 Play by the Rules

19:39 Leadership Advantage

26:52 Money Versus Meaning

29:03 From 10 to 40 Cars

35:00 Service First Selling

40:56 Social Media Reality

42:06 Content That Sells

49:29 Authenticity Over AI

51:48 Right People Not Viral

55:25 Wrap Up and Connect

Every operator has felt it: too many fires, no clear order of attack, and the creeping sense that whatever you fix first is a guess.

This episode centers on a simple decision-making framework: plot every project against how easy it is to achieve and how big the return would be, then go after the highest-value, lowest-effort work first. It's borrowed straight from corporate America, and it works because it's simple.

The conversation walks through how that framework actually shapes daily decisions, why testing to optimize beats constantly chasing the next new tool or vendor, and how to know which problem in front of you actually deserves your attention first.

The takeaway: you don't need more tools to fix operational overwhelm. You need a filter for what's actually worth solving first.

Timestamps

(00:00) Intro

(00:31) Show Support and Free Book

(01:58) From Paper Brands to Career

(07:19) Digital Tools vs Efficiency

(10:49) Practical AI Across 17 Stores

(12:47) Scaling Social Video with AI

(20:18) Optimize Vendors and People

(23:47) Value Still Wins

(24:24) Defining Good Human

(24:54) Respect And Listening

(30:41) Longevity Through Uncertainty

(33:29) Consent And FTC Compliance

(36:14) AI Adoption And Fatigue

(37:28) Responsible AI Guardrails

(42:08) Connect With Gary

(44:05) Final Thanks And Outro

Jonathan Dawson has spent over 20 years training dealerships as the president and founder of Sellcology and co-founder of the Pinnacle Society. A year ago, he became an owner and operator himself at Cherokee Mitsubishi.

This episode centers on one story: a 10 year veteran salesperson who'd been chasing 40 cars a month for a decade, topping out at 39, and told Jonathan flatly that the only way to get there was to fire five coworkers and add more staff and inventory. Jonathan walked him through a simple math exercise instead, built entirely off the salesperson's own best single day. Two months later, he sold 62 cars. No new hires, no new inventory.

Jonathan also gets specific about the moment he had to write up his own top performer twice in two days, why he didn't let it slide even though it stung more than he expected, and the principle he now runs his store by: you either raise your people to your standard, or you eventually lower your standard to your people.

Michael's takeaway: the ceiling most salespeople hit isn't a real ceiling, it's a number they made peace with a long time ago, and the fastest way to break it is math, not motivation.

(00:00) Standards Dilemma

(00:45) Show Support And Free Book

(02:11) TikTok Prodigy And Stewardship

(04:08) Stewardship Defined With Examples

(08:24) Self Accountability And Value

(11:56) Building Owners In Business

(14:50) Dealer Principal Hard Lessons

(19:01) Non Negotiables And Accountability

(21:58) Vision And Personal Branding

(30:45) Unlocking Bigger Potential

(36:12) Motivation And Kingdom Impact

(39:25) Connect And Closing Remarks

Rob Dell runs a Ford store in a town of just 2,700 people, boxed in by a competing Ford dealer every seven miles. Instead of fighting for new car volume he could never win, he rebuilt his store around used cars, taking monthly volume from around 175 to close to 400.

Rob Dell is the Vice President at Bob Ruth Ford, and he's spent almost 30 years figuring out what actually makes a dealership work.

In this episode, Rob breaks down the shift in thinking that made that growth possible. He explains why he stopped chasing a flat front-end profit number on every deal and started valuing every trade at a baseline of $3,500 once service, parts, and finance are factored in. He also gets into the historical data his buyers use to price a used car before it ever hits the lot, the five-thousand-dollar rule that keeps his team taking smart risks, and the six-person pod structure that keeps every manager focused without being stretched too thin.

You can connect with Rob on LinkedIn, where he posts regularly about the real numbers at his store, wins and losses included.

Michael's takeaway: the number that matters isn't how many cars you sell. It's understanding what one deal is actually worth once every department gets its share.

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(00:00) Championship Mindset

(00:53) Sponsor Message FlexDealer

(02:19) Accidental Start In Cars

(03:58) Choosing The Right Mentors

(06:49) Building Teams In Pods

(12:21) Leadership View And AI

(14:56) Quality Service Wins

(19:31) Used Cars Strategy Shift

(22:24) Buying Used Cars With Data

(25:49) Variable Vs Fixed Alignment

(33:38) No Excuses Who Said

(37:30) Learning From Mistakes

(40:47) Bison Mentality Closing

(41:57) Connect And Wrap Up

There's a moment in this conversation where Charlie Spradlin says something most GMs would never admit out loud, and it's the reason his multi-rooftop dealer group keeps adapting faster than everyone else around him. He's not running things the way you'd expect for someone breaking records the way he is. This episode gets into how he actually leads his team through constant market shifts, what's really going on with his pay plan, and the one thing he had to let go of to get his store to where it is now.

What you'll get from this episode:

• The mindset shift that changed how fast Charlie's team responds to a changing market
• What's actually behind his pay plan, and why it's not what most dealers expect
• The one thing Charlie had to give up to grow past where he was stuck
• A different take on what real trust looks like between a GM and their team

Charlie Spradlin is GM at Art Moehn Chevrolet Honda, where he's grown a multi-rooftop dealer group while protecting net profit through constant market shifts.

Follow The Dealer Playbook so you never miss an episode.(00:00) What's Coming

(00:51) Sponsor Message FlexDealer

(02:22) Origin Story Into Auto

(05:37) Climbing To General Manager

(06:38) Mentors And Proximity

(08:38) Discomfort And Humility

(12:34) Post COVID Challenges

(14:19) Vulnerable Leadership

(17:32) Big Picture Perspective

(25:50) Pay Plans And Culture

(29:22) Running Into Storms

(31:59) Used Car Inventory Fix

(34:53) Architect Not Operator

(40:52) Closing And Connect

(41:51) Final Outro

Is your dealership struggling to move used EVs while your competitors are banking big? It's time to stop letting inventory sit and start capitalizing on the massive opportunity in the pre-owned electric vehicle market.

In this episode with Lyteflo Co-Founder and CEO Ryan Osten, you'll discover:

• Why used EVs are consistently delivering up to $5,000 in total gross profit per unit.
• The critical operational changes needed to stop inventory from aging out.
• How to leverage battery health reports to build trust, boost sales, and drive fixed ops revenue.
• The specific questions modern EV buyers are asking and how to equip your team to answer them confidently.
• Actionable strategies to gain a significant competitive edge in automotive retail for the next 12-24 months.

Ryan Osten, Co-Founder and CEO of Lyteflo, provides EV sales and merchandising tools to help car dealerships confidently sell more electric vehicles.

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Timestamps

00:00 Used EV Gross Opportunity

03:05 EVs Sitting on Lots Costs

05:01 Why Dealers Struggle With EVs

07:28 EV Test Drive Done Right

09:58 Battery Health and Buyer Questions

14:02 Service Retention Without Oil Changes

17:15 How Battery Checks Work OBD

19:39 Used EV Market Boom and Margins

23:05 Connect With Ryan and Wrap Up

23:36 Podcast Outro and Subscribe

Are the "AI zealots" and "AI doomsayers" clouding your judgment about what artificial intelligence actually means for your automotive retail business? It’s time to move beyond the hype and fear and discover the practical, actionable ways AI can elevate your dealership and refocus your team on what truly matters: human connection.

What you will get from this episode:

- Understand how AI can free up time from monotonous tasks, allowing your team to focus on meaningful customer interactions.

- Learn how top performers are using AI to analyze CRM data, identify customer trends, and enhance sales strategies.

- Discover practical applications for departmental leaders to transition from "operator" to "architect," empowering their teams.

- Gain clarity on how to utilize AI to build a more effective, human-centric dealership culture.

Join Michael Cirillo, Host of The Dealer Playbook, as he shares tangible examples and strategies from his own experience and from leading automotive professionals on leveraging AI to scale the human element in your business.

Follow The Dealer Playbook so you never miss an episode.

Timestamps

00:00 Intro

02:10 Hype vs Zealots

02:51 Internet Disruption Story

10:32 Finding the Middle Ground

13:03 Watching Claude Ad

15:05 Ad Breakdown and Narrative

20:35 AI Scales the Human

24:25 Dealer AI Morning Brief

28:43 CRM Data Sales Insights

31:44 GM Delegation with AI

32:56 Three Practical Use Cases

34:24 Final Takeaways and Outro

Are you still relying on outdated inventory practices that drain your profits and time? Many general managers and dealer principals dismiss inventory operations as "not super exciting problems," yet these foundational issues are costing your dealership hundreds of thousands in wasted ad spend and lost sales opportunities. It's time to stop the bleed and optimize where it matters most.

Here's what you'll get from this episode:

• Understand why focusing on "unsexy" inventory problems is critical for dealer growth and profitability.
• Learn how clean, accurate data flows directly impact your advertising effectiveness and bottom line.
• Discover how modern tools, including AI, integrate with, rather than replace, the human element in automotive retail.
• Identify how to verify and merchandise your inventory more efficiently to sell more cars.

Dan Collingridge, CTO at FlexDealer and LiftKit, brings decades of experience developing technology solutions to optimize inventory management in automotive sales.

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Timestamps

00:00 Intro

00:40 CTO Take on AI

02:51 AI Plateau Outlook

05:28 Discernment and Youth

06:54 Inventory as Catalyst

08:14 Solving Dealer Data Flow

08:47 Why Inventory Matters

10:22 AI for Inventory Analysis

12:12 Wrap Up and Subscribe

In this episode, automotive F&I expert Adam Marburger reveals how leveraging data and accountability is generating a nearly $400 lift in F&I PDR per transaction for dealerships. Discover how top-performing dealers aren't chasing the next shiny object, but instead focusing on human capital and systematic processes to protect and grow their bottom line.

What you will get from this episode:

• Understand why F&I is now a retention *and* profit center for your dealership.
• Learn how to identify and fix overlooked process gaps in your F&I department.
• Discover how AI isn't just hype—it's a powerful tool for F&I accountability and coaching.
• Strategies for investing in your team to drive consistent F&I performance and dealer growth.
• Why accountability, even when it "stings," is the key to unlocking hidden revenue.

Adam Marburger, CEO at Ascent Dealer Services, brings years of experience in automotive retail and F&I training to help dealers optimize their profit centers.

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Timestamps

00:00 Intro

01:08 Why F&I Matters Now

02:21 Retention Through Relationships

03:13 Scripts vs Real Connection

04:28 Process and Accountability

05:36 Why Accountability Hurts

07:53 Growth Mindset Over Time

11:27 Avoiding Work With Shiny Tools

11:54 AI That Enforces Process

13:42 One Shift Protect Margins

15:29 Connect and Wrap Up

15:45 Podcast Outro

In today's rapidly changing automotive retail landscape, are you positioning your dealership for unprecedented growth or an inevitable decline? Many long-standing car dealerships are facing a market that’s poised to create a “bloodbath for many,” while simultaneously launching others to unprecedented success. The question isn't 'if' the market will change, but whether you're ready to be the catalyst.

Here’s what you’ll get from this episode:

• Rethink your time: Understand the critical difference between 'spending' and 'investing' time in your dealership operations and personal life to drive higher returns.
• Embrace the catalyst mindset: Discover why you are the biggest factor in your dealership's success or failure, regardless of external circumstances.
• Navigate the coming shift: Get a direct, unvarnished prediction of the market forces that will separate the thriving from the struggling in the next 12-24 months.
• Future-proof your dealership: Learn what foundational shifts are necessary to compete against major players and maintain relevance in a consolidated market.

Glenn Lundy, President and Founder of the 800% Elite Automotive Club, shares his hard-won insights on the foundational principles that truly move the needle in dealership leadership.

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Timestamps

00:00 Intro

01:24 Invest Time Mindset

02:51 Dealership ROI Meetings

04:16 You Are the Catalyst

05:31 Morning Routines and Control

07:48 Why Stories Before Strategies

09:54 Industry Bloodbath Ahead

12:12 Carvana Franchise Strategy

14:17 Fighting for Opportunity

15:47 Connect and Closing

17:09 Podcast Outro

Are you leaving money on the table in a flat market? While some see limited growth, others are leveraging technology to find profitability others miss. The key isn't working harder, it's working smarter.

In this episode, Greg Uland, VP of Marketing at The Reynolds and Reynolds, reveals how unified data and AI can transform your dealership's operational efficiency. He breaks down how AI goes far beyond chatbots, tapping into every data point to maximize profit on every single vehicle and service interaction.

What you will get from this episode:

• Understand how robust AI provides a competitive edge in today's no-growth automotive retail climate.
• Discover how unified data is the non-negotiable foundation for effective AI strategies that impact your bottom line.
• Learn how to identify hidden profit opportunities in your inventory, F&I, and fixed ops departments.
• Gain insights into reconciling new AI possibilities with the "people, process, technology" mantra of dealership leadership.
• Anticipate future cybersecurity watch-outs and infrastructure considerations for AI adoption without fear.

Greg Uland is the VP of Marketing at The Reynolds and Reynolds Company, bringing a wealth of knowledge on automotive technology and data integration.

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Timestamps

00:00 Dealers and AI Reality

00:18 Unified Data Foundation

02:18 AI Beyond Chatbots

05:01 Flat Market Efficiency Play

08:41 Dynamic Pricing and Inventory

12:50 AI Flywheel Use Cases

19:33 Cloud vs On Prem Future

22:01 AI in Marketing Workflows

24:36 Connect and Closing

Is your dealership spending more on ads but selling fewer cars?

Many automotive retail leaders pour massive budgets into marketing, hoping to generate more traffic, only to find their ROI shrinking. What if the answer isn't "more" but "smarter" – starting with your own backyard?

From this episode, you’ll discover:

• Why "owning your backyard" is the most profitable, yet overlooked, growth strategy in automotive sales.
• How to audit your current lead processes to find and plug the leaks in your sales funnel *before* you increase ad spend.
• The three non-negotiable accountabilities that drive success, and how to identify where your team is falling short.
• Why returning to foundational sales principles, not chasing shiny new tech, is the key to sustainable dealer growth.

Troy Spring, CEO and Founder of Dealer World and Co-founder of Dealer Funnel, shares decades of expertise on optimizing dealership operations and marketing for maximum ROI.

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Timestamps

00:00 Meet Troy Spring

00:35 Why Basics Still Win

03:41 Sales Is an Art

04:26 AI Hype vs Process

04:59 Traffic Is Not the Fix

06:55 Audit the CRM Funnel

14:51 Own the Backyard

17:07 Mail Your Database

19:02 Built on Fundamentals

20:03 Connect and Wrap Up

20:47 Podcast Outro

Are you tired of hearing the same old talk about how "hard" automotive retail is? Everyone acknowledges the challenges, but few are willing to roll up their sleeves and actually do the hard work that creates real, sustainable dealer growth. This isn't about avoiding difficulty; it's about making deliberate choices that set your dealership apart.

Here's what you'll get from this episode:

• Reframe how you view challenges in automotive retail, understanding they are opportunities for real differentiation.
• Discover why investing in people and fostering internal talent development isn't just "nice to have," but essential for dealer growth.
• Learn why embracing "unreasonable hospitality" can elevate your car dealership above the competition.
• Identify immediate, actionable steps to transition your team from just "talking the talk" to "walking the walk" on internal development.
• Understand why the inevitable changes, like new regulations, are ultimately beneficial for high-integrity car dealers.

David Spisak, automotive consultant and keynote speaker, brings decades of experience leading top-performing dealerships and developing industry talent.

Timestamps

00:00 Keynote Skepticism Setup

02:08 ASOTUCON Keynote Preview

05:18 Circuit City to COO Story

09:03 Bill Walsh Coaching Tree

11:23 Dealers Resilience Through Change

21:14 Develop Talent Like Techs

26:17 Unreasonable Hospitality Standard

28:17 FTC Rules and Choosing Hard

38:44 Year of the Human Close

43:18 Final Thanks and Outro

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Is your dealership marketing feeling hollow? Are you chasing digital trends only to find your message falls flat? Many in automotive retail are struggling to cut through the noise, constantly investing in strategies that fail to build genuine connection or long-term loyalty.

This isn't just about selling cars; it's about building a brand that resonates deeply with your community and stands the test of time.

In this episode, you’ll learn:

• How to build an authentic brand that attracts customers who *choose* your dealership.
• The difference between fleeting "hype" and lasting, trustworthy dealership leadership.
• Why a targeted approach to automotive sales content creates a powerful inbound lead engine.
• How even a small audience can translate into massive dealer growth and business opportunities.
• The essential truth about connecting with customers: people buy stories, not just products.

Paul J. Daly, Founder and CEO of ASOTU and host of Automotive State of The Union, shares his insights on why authentic connection is the ultimate marketing advantage in today's landscape.

Timestamps

00:00 Controversial Brand Question

00:36 Intro

05:10 Your Podcast Town

07:15 See What Happens

09:03 Big Guests Build Credibility

10:36 Inbound Sales Engine

14:30 Does Podcasting Still Work

15:50 Niche Down Till It Hurts

17:31 Dealerships Are Unique

18:37 Wearing The Story

19:40 Stradivarius Story Effect

22:31 Real Vs Fake Content

28:15 Known To Trusted

33:49 Contact And Wrap Up

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Is your dealership encouraging team members to "go viral?" You might be seeing the spike in clicks, but are you seeing the real cost? In an age where everyone's a content creator, maintaining brand integrity and a consistent message is harder than ever.

In this episode, you’ll discover:

• Why relying on individual salespeople to create "viral" content can undermine your dealership's long-term reputation.
• How to communicate brand guidelines to your team so they become brand ambassadors, not brand liabilities.
• The critical difference between short-term engagement and sustainable dealer growth through consistent brand messaging.
• How to evaluate marketing partnerships to ensure they align with your dealership's values and community standing.

Don Moss, Executive Director of Marketing at Murgado Automotive Group, shares his expertise on brand safety and the hidden implications of content strategy in "automotive retail".

Timestamps

00:00 Intro

00:44 Why Brand Safety Matters

01:39 Social Video Risks

04:19 Setting Content Guardrails

06:50 Personal Accounts vs Brand

08:27 Influencers and Scandal Risk

10:51 Who Owns the Standards

14:13 Simplify for Growth

15:30 Connect and Wrap Up

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Is your dealership struggling to convert online leads into showroom appointments? You’re not alone. Many automotive professionals focus on getting leads, but miss the critical step of engaging them effectively to drive sales.

Here’s what you’ll get from this episode:

• Implement Paul de Vries’ 6-step lead-handling process to increase appointments.**
• Understand the crucial role of speed and human connection in online lead conversion.**
• Learn how to best integrate AI to support, not replace, human sales efforts.**
• Discover how to build a team that excels at lead follow-up and customer engagement.**

Paul de Vries, founder of the Digital Car Dealer Workshop and BDC co-owner, shares his proven methodology for dramatically improving lead response times and, most importantly, turning those leads into sales.

Timestamps

00:00 Intro

03:27 AI vs Human Connection

06:22 Six Steps to Better Calls

09:49 Speed to Contact Results

11:05 Hiring and Coaching BDC Teams

12:36 EVs and Chinese Brands in Europe

15:03 Wrap Up

The AI hype is real, and every vendor at NADA claims to have the next big thing for your car dealership. But as you consider integrating new tools, are you truly solving problems or just inviting new ones? The promise of AI in automotive retail is vast, yet without a strategic approach and "human in the loop," the technology can quickly become a costly distraction.

In this episode, you’ll discover:

• Why generic AI solutions often fail to deliver real ROI in a dealership setting.
• How to identify and choose AI tools that provide actionable data instead of just affirming biases.
• The critical role of "organic intelligence" in leveraging AI to move more metal and improve fixed ops.
• Strategies for avoiding common technological pitfalls that lead to change management nightmares.

Mackenzie Wiltrout, VP of Innovation at Stream Companies, shares her expert perspective on finding impactful AI that genuinely drives dealer growth.

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Timestamps:

00:00 Intro

01:11 AI Hype Versus Impact

03:14 Proof And ROI Data

05:59 Humans In The Loop

07:57 Bias And Obliging Chatbots

11:03 Stream Vision Orange OS

13:25 Data Vacuum Dangers

16:17 Outro

AI is rapidly changing the automotive retail landscape. The question isn't whether it will impact your car dealership, but how to leverage it without alienating your customers. Are you ready to integrate AI in a way that amplifies, rather than diminishes, human connection and trust?

In this episode, you will learn:

• Why 90% of consumers still prefer human interaction even while using AI.
• How to use AI to drive "auto un-intenders" – high-value customers who aren't actively shopping – to your store.
• The critical role of brand health in retaining loyal customers and avoiding the "race to the bottom" on pricing.
• Practical strategies to make your dealership more accessible to your target audience using audio channels.

Joey Zanetis, Executive Vice President at iHeart Media Automotive, shares insights from extensive consumer studies on bridging the gap between cutting-edge AI and the timeless need for human connection in sales.

Timestamps

00:00 Intro

00:53 Guaranteed Human Explained

04:00 Redefining Smart in AI

06:48 Human vs Machine Trust

08:00 Influencers and Honest Reviews

11:01 Brand Health and Trust

15:32 Cross Platform Audio Strategy

20:18 Auto Unintenders and Profit

22:36 Podcast Outro

Is your dealership losing customers you thought were gone for good? Every automotive professional knows the sting of a "lost" sale, but what if those defections weren't permanent goodbyes, but instead, opportunities for powerful comebacks through fixed operations?

In this episode, Kristine Lentz, Product Operations Manager at Urban Science, reveals how using precise data can transform your view of customer defection from a failure to a strategic advantage.

What you will get from this episode:

• Understand why traditional "defection" metrics might be leading you astray.
• Discover how leveraging sales data can pinpoint exactly why and when customers leave.
• Learn how to use fixed ops as a potent reactivation tool for "lost" customers.
• Redefine your follow-up strategies to recapture customers and build lasting relationships.
• Strategically deploy AI in your sales process to close crucial gaps.

Kristine Lentz is the Product Operations Manager at Urban Science, bringing years of expertise in leveraging data to drive actionable insights and improve dealer performance.

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Timestamps

00:00 Intro

00:42 Defection Defined

02:43 Finding the Leak

04:35 Days to Sale Insights

05:32 AI as a Partner

07:26 Empathy Still Matters

08:57 Facing the Fear

10:26 Stop Chasing Sold Leads

10:59 Service Reactivation Play

12:31 Data Plus Human Response

13:55 Outro

Matt Lasher pulls back the curtain on one of the most expensive and preventable problems in automotive retail. The moment a customer falls in love with a car, spends five hours at the dealership, and then the deal collapses in finance because nobody asked the right questions early enough.

In This Episode

• What the great train wreck actually is and why it is happening at every dealership every single day
• How the affordability crisis is creating a tidal wave that dealers need to start preparing for now
• Why lenders and dealers are like Mars and Venus and what it costs everyone when that gap stays open
• The hidden bias toward customers with credit challenges and why 40% of consumers have a credit score of 680 or less
• Why empathy is not just a soft skill in automotive retail but a business strategy
• How technology should be used to enhance human connection rather than skip over the people that make the deal happen
• Matt's perspective on why dealers are resilient and why this crisis is no different from every other one they have survived

About Matt Lasher

Matt Lasher is President at Streamline Auto and a people first advocate in automotive retail. With a background rooted in dealership operations, Matt now sits at the intersection of auto fintech and the dealer lender relationship, working to make it easier for dealers to serve every customer that walks through their door.

Key Quotes

"The great train wreck happens not because we want it to but because sometimes there is just a lack of information at the point that they need it."

"40% of consumers have a credit score of 680 or less. If you are not thinking about the affordability problem you are just servicing the people that have buckets of cash."

"Dealers are resilient. There is just no stopping the dealer."

Resources and Links

• Connect with Matt Lasher on LinkedIn
• Learn more about Streamline at streamline.auto
• Subscribe to The Dealer Playbook newsletter at thedealerplaybook.com
• Join the Dealer Playbook community for more conversations that matter

Take Action

If this episode hit home, do two things. First, subscribe to The Dealer Playbook wherever you listen so you don't miss the next one. Second, leave a review. It helps other dealers find these conversations when they need them most.

Timestamps

00:00 Intro

00:48 Dealer to Vendor Shift

02:17 Affordability Train Wreck

04:26 Time Kills Deals

05:50 Lenders vs Dealers Gap

08:58 Tech With People First

11:32 Empathy for Buyers

15:21 Blind Spots in Credit

16:38 Connect and Wrap Up

17:22 Outro

What if the reason your marketing isn’t driving growth… is because it was never invited into the strategy conversation in the first place?

That question sits at the heart of this conversation with my good friend Ashley Cavazos, Digital Performance Consultant and Moderator at NCM Associates. We recorded this one live from the NADA show floor in Las Vegas, and within minutes we were digging into something I see happening in dealerships all the time.

Leaders expect marketing to deliver results.

But marketing often isn’t sitting in the room when the decisions that shape those results are made.

In this episode, Ashley and I talk about why that disconnect still exists and what has to change if dealerships want marketing to actually drive growth instead of constantly cleaning up problems after the fact.

Timestamps

00:00 Intro

00:47 Why Marketers Need Seats

03:39 Inventory Firefighting Reality

04:06 Connecting Teams And Journey

06:22 Plan For Failure Points

08:04 Process Before Mindset

08:28 Alignment Beats AI Hype

10:37 Leadership And KPI Clarity

12:12 Advocating With Data Proof

13:18 Contact Info And Closing

What if your newest salesperson could perform like your best one every single time?

That's not a hypothetical. That's what Jay Ku, founder and CEO of Hey Greenlight, is actually building. And after sitting down with him at NADA, I have to be honest with you, this one stuck with me.

Jay spent years at TrueCar meeting with people representing thousands of dealerships, and he kept running into the same two problems. Salespeople had no idea who their leads actually were beyond a name and a phone number. And turnover was burning through training budgets faster than anyone could keep up. So instead of complaining about it, he built something.

In this episode we get into how Hey Greenlight pulls 25 plus data points on incoming leads income, credit, garage data — and uses that to build a personalized sales strategy for each one. We're talking about what to text, what to say on the phone, when to call, and even something as specific as which side of the lot to park the car on so the paint catches the afternoon sun just right when the customer shows up.

We also get into the AI conversation and I'll be straight with you, I pushed on this because I didn't want to just nod along and confirm my own bias. Jay's take on where AI is genuinely useful versus where it becomes a crutch is one of the more grounded perspectives I've heard on the show. He makes the case that booking appointments and answering questions is table stakes, and the real opportunity is in helping people connect.

That's the thread that runs through the whole conversation. Tech enabled, human delivered. And Jay makes a compelling argument for why that's not just a feel good idea but actually a smarter business decision.

If you've ever watched a great salesperson work a room and thought "how do I bottle that" — hit play.

Timestamps

00:00 Intro

00:48 Why Hey Greenlight

01:28 Two Dealership Problems

02:51 Data Enriched Leads

03:30 Wingman Sales Coaching

06:03 Personalized Prep Examples

07:31 Question Based Selling

09:55 AI Debate Human First

13:45 Connection Still Matters

17:52 Scoring and Accountability

18:44 Operational Efficiency Wins

20:28 How to Connect and Wrap

21:05 Podcast Outro

Dealers are spending more on advertising than ever… and according to Subi Ghosh, many of them are still playing the game wrong.

This conversation from NADA 2026 might be one of the most important shifts we’ve discussed on The Dealer Playbook.

She believes the real issue in automotive advertising isn’t traffic. It isn’t creativity. It isn’t even budget.

It’s fragmentation.

In this episode Subi Ghosh who is the Head of Partnerships at Fullthrottle and one of the driving forces behind Auto Media Marketplace breaks down why dealers are often buying media in silos, relying on diluted data, and unknowingly limiting their own performance. She explains how platforms fighting each other instead of aligning is quietly costing retailers reach, influence, and ROI.

And here’s the part that hits hard.

While many dealers are still pouring money into search and social the way they always have, behavior has shifted. Discovery has shifted. AI has changed how people find information. And the brands that understand how to unify premium media, activate real data, and collaborate across channels are starting to pull ahead.

Subi makes the case that this is no longer about buying ads.

It’s about infrastructure.

It’s about coordination.

It’s about influencing buyers before they ever type into a search bar.

If you’ve felt like your ad spend isn’t stretching as far as it used to…

If you’ve noticed performance becoming harder to maintain…

If you’ve ever wondered whether the platforms are truly working together for you…

You need to hear this conversation.

Because the shift is already happening.

And the dealers who recognize it early will not just compete better. They’ll operate at an entirely different level.

Timestamps

00:00 Intro

02:57 Auto Media Marketplace Explained

04:57 Why Streaming + Premium Inventory + Data Layers Are Changing Advertising

05:41 From Search & Social to Full-Funnel Media: Staying Top of Mind in a New Era

06:47 Real-World Targeting Story: ‘Landman’ Ads, Audience Data & Influence in Action

09:24 Competitors as Allies: How to Align, Take on the ‘Big Fish,’ and Win Together

11:52 Unity on the Show Floor: Building a Cohesive Strategy Across Channels

13:43 Connect with Subie + Final Wrap-Up and Podcast Outro

Most dealers are talking about AI. Jeff Swickard is building an AI department inside his auto group.

In this special episode of The Dealer Playbook, Michael Cerullo sits down with Jeff Swickard, President & CEO of Swickard Auto Group, to unpack what it actually takes to operationalize AI inside a dealership group—without breaking culture, customer experience, or your tech stack.

Jeff shares how they built an enterprise data warehouse in Microsoft Azure, why integration is the real battle, and how they’re using agentic AI + sentiment analysis to protect and improve the guest experience—especially in service.

What you’ll learn:

• Why Swickard Auto Group created an internal AI department

• How an enterprise data warehouse solves “nothing integrates” chaos

• The role of APIs + bidirectional data feeds with the DMS and vendors

• Using AI to measure call quality + customer sentiment in a high-volume service contact center

• Why hospitality is the long-term differentiator (and how tech should support it)

• How to drive buy-in from employees and avoid “here we go again” resistance

• The real leadership skill: prioritization, iteration, and pivoting

• “Buy vs. build” in automotive tech—and how to know when to switch

If you’re a dealer principal, GM, fixed ops leader, or marketing/ops exec trying to figure out what AI actually means for your stores, this is a blueprint for how the best groups are approaching it.

Timestamps

00:00 Welcome & Meet Jeff Swickard

00:29 Why They Built an AI Department in a Dealer Group

02:03 Taming the Tech Stack: Enterprise Data Warehouse on Azure

03:34 AI + Hospitality: Using Sentiment Analysis to Elevate Service

06:23 Building It In-House: 2.5 Years to Connect the Data Sources

07:39 Getting Buy-In: Involving Employees Early & Prioritizing ROI

10:33 Forward-Thinking (and Stumbling): Learning, Predictive Analytics & People

13:30 Leadership Urgency: Staying Focused, Pivoting Fast & Buy vs. Build

16:13 Wrap-Up, Thanks, and Podcast Outro

Everyone’s chasing the next shiny tactic. New platforms. New hacks. New promises.
But what if the stuff that actually works… never stopped working?

In this episode of The Dealer Playbook, I sit down with my longtime friend Charles Cannon, General Manager at BMW West Houston, for a real conversation about building a career in this business by doing the simple things consistently, especially when everyone else is distracted.

Charles and I go back almost a decade, to a time when personal branding in automotive wasn’t a buzzword and definitely wasn’t common. We talk about why he decided early on to put himself out there, how that mindset shaped his career, and why community, consistency, and human connection still outperform any shortcut.

In this conversation, we dig into:

• Why consistency beats virality every single time

• How to use video without overthinking it or trying to be perfect

• What it actually means to “stand out” when everyone says they’re doing the same things

• The shift from treating this industry like a job to building a real career

• Why Charles refers to customers as guests, and how that one word changes everything

• How to stay human in a digital-first world that’s craving real connection

• Lessons from economic swings, negative reviews, and long-term thinking in the car business

This episode isn’t about doing more. It’s about doing the right things, for the right reasons, long enough to matter.

If you’re tired of feeling like you’re getting lost in the noise, if you want to build something sustainable, or if you just need a reminder that being a real person is still your greatest advantage, this conversation is for you.

Timestamps:

00:00 Introduction and Welcome

00:15 Meet Charles Cannon

00:27 Marketing Strategies for Car Dealers

01:08 Charles' Journey Back to Houston

02:20 Building a Personal Brand in the Car Business

05:05 The Importance of Consistency

08:54 Humanizing Sales Through Social Media

12:02 Overcoming Video Marketing Challenges

19:47 Shifting from Job to Career

30:27 Handling Negative Reviews and Customer Relations

31:40 Economic Challenges and Opportunities

34:42 Final Thoughts and Contact Information

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

02:35 Rob Ruth's Journey and Mindset

03:46 Challenges and Strategies in the Used Car Market

06:05 The Startup Mentality in a Family Business

15:20 Acquisition and Inventory Management

26:20 Community Impact and Leadership

33:29 Conclusion and How to Connect

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 pricing

• Where AI belongs in a dealership (and where it doesn’t)

• How to keep customers warm after-hours without “fake” automation

• The real operational advantage of a single-point store in a big market

• How to break down silos between sales, service, parts, and recon

• Why “community starts from the inside out” (and how to make it real)

• How Matt invests in people through training, 20 groups, and leadership development

• Why the dealership experience still matters—even with online buying and delivery

If 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.

Timestamps

00:00 Intro

01:14 The Dealer Playbook and Flex Dealer

02:35 Introduction to Matt Birkhead

03:30 Balancing Work and Family

04:50 Challenges and Responsibilities in the Car Business

08:15 Transparency and Authenticity in Dealerships

09:39 Leveraging AI in Dealerships

16:36 Community Involvement and Support

18:22 Building a Culture of Giving Back

19:03 Creating a Tangible Cultural Impact

20:14 Fostering Teamwork and Community

20:44 Highlighting Employee Contributions

21:27 Breaking Down Departmental Silos

22:20 The Role of Gwen in Community Outreach

25:11 Investing in People and Long-Term Value

26:52 Navigating the Automotive Industry as an Outsider

31:37 Objective and Factual Leadership

34:25 Connecting with the Community and Audience

Connect with Matt Birkhead / Sir Walter Chevrolet

• Phone: (919) 455-7790

• Email: mbirkhead@sirwalter.com

• Instagram (Matt): @birksuva

• Instagram (Store): @sirwalter_chevy

If 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.

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 behavior

• EV infrastructure and service realities

• Faster yet more human customer journeys

• Technician attraction and retention

• Brand trust beyond logos and signage

This 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 experience

• Why lighting, furniture, sound, and even smell influence buying decisions

• How dealership layout impacts RO time, technician productivity, and retention

• Why EV readiness is more about infrastructure and workflow than showrooms

• Practical design upgrades dealers can make without tearing down their store

• How to balance OEM brand standards with your dealership’s unique identity

• Why great design must support people first, not just vehicles

If 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 & Owners

• General Managers & Fixed Ops Leaders

• Automotive Architects & Designers

• OEM Leadership Teams

• Anyone responsible for dealership experience, culture, or long-term growth

Timestamps

0:00–2:37 Hook & why dealership design matters

2:37–5:10 Josh Keo’s background at Gensler & global automotive work

5:10–8:05 Customer experience vs. guest experience in dealerships

8:05–11:20 The three stakeholders every dealership building must serve

11:20–14:40 Why brand identity is more than logos & signage

14:40–18:10 Designing layouts to support different sales processes

18:10–21:30 Talent attraction, technician retention & back-of-house design

21:30–25:00 Fixed ops efficiency, RO time & service flow

25:00–28:40 EV infrastructure planning dealers can’t ignore

28:40–31:50 Why less inventory on the floor improves experience

31:50–35:10 Lighting, furniture, scent & subconscious buying signals

35:10–37:51 Faster vs. better experiences & final takeaways

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 advantage
• How AI is accelerating opportunity (without replacing human judgment)
• The leadership, culture, and discipline gap separating top performers from the rest
• Why most dealerships ask the wrong questions about success
• How critical thinking will become one of the most valuable skills in 2026
• What it actually means to “go all in” on your definition of success

We 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 auto

If 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.com

Who this episode is for:

• Dealership Owners & Operators
• General Managers & GSMs
• Marketing Directors & CMOs
• Fixed Ops & Service Leaders
• Automotive Professionals serious about growth in 2026

Timestamps

00:00 Introduction

02:20 Year-End Reflections and Gratitude

07:18 AI in the Auto Industry: Opportunities and Challenges

14:52 Marketing and Human Connection

20:04 Leadership, Culture, and Sustainable Growth

26:20 Looking Ahead to 2026: Relentless Pursuit of Success

27:53 Conclusion and Call to Action

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 mindset
• How car dealers and operators can invest in real estate without losing focus on the store
• What the 1% Effect really means, and how the top 1% preserve wealth for generations
• Why 401ks and Roth IRAs alone won’t create true financial freedom
• How leverage, 1031 exchanges, and tax strategy work in plain English
• The difference between good debt vs. bad debt
• Why real estate favors operators, even during recessions
• How to think in multiplication, not cash flow
• Why automotive is one of the only industries that enables this path

Timestamps

00:00 Hook Intro — Building wealth without losing today

02:00 Tustin’s story: from struggle to GM

06:30 Why high achievers need a future plan

10:45 The 1% Effect explained

15:30 Real estate, taxes, and leverage (simple breakdown)

22:30 Recession myths vs reality

28:00 Single-family vs multifamily investing

33:30 Living on debt & generational wealth

38:00 How to get started + final takeaway

Who This Episode Is For

• Dealer Principals & General Managers
• High-earning sales professionals
• Automotive operators thinking beyond the next 30 days
• Anyone serious about generational wealth, tax efficiency, and long-term control

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 marketing
• The mindset shift that helped her climb from receptionist to director
• Why authentic community giving outperforms transactional marketing
• How Charlesglen Toyota became Alberta’s Celebration Destination
• Turning charity and local events into a powerful brand advantage
• Why women are leading Canada’s charitable sector, and how dealerships can connect
• The ROI of relationships: how community focus drives dealership growth
• How to measure unmeasurable marketing (and prove impact beyond KPIs)
• Why “look after your city and they’ll look after you” still works in 2025

Timestamps

00:00 Intro — From Aviation to Automotive

04:12 How a receptionist became a marketing director

09:05 The secret behind Charlesglen Toyota’s “Celebration Destination” brand

14:20 Culture that empowers people to take chances

18:55 How to build authentic community events that connect

24:10 Why women drive community impact (and dealership loyalty)

32:00 Measuring ROI when you can’t “track” community relationships

37:30 Building team buy-in for charity and local events

Who This Episode Is For

1. Dealership marketing teams

2. General Managers & Dealer Principals

3. Community relations & event coordinators

4. Women in automotive leadership

5. Anyone who believes marketing can build more than sales — it can build connection.

Connect with Ashley Brockhurst

🔗 LinkedIn: Ashley Brockhurst

🌐 Charlesglen Toyota: charlesglentoyota.com

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 different
• How JB’s team moved 300 units + full service + parts in less than a week
• Why hospitality-first retail is out-performing traditional sales tactics
• The subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everything
• How JB builds buy-in for elevated dress codes & elevated expectations
• Why international markets are beating the U.S. on dealership hospitality—and what we can learn
• JB’s mindset framework for leading calmly through chaos

Timestamps

00:00 Intro

02:10 Inside the world’s first Ford Signature 2.0 store

07:45 Moving 300 units + full operations in four days

11:12 The mindset required to lead through chaos

18:55 Hospitality vs. legacy retailing: why the guest experience wins

24:20 Why other countries are beating the U.S. in dealership decorum

29:02 Dress code, culture, and team buy-in

36:15 Preparing for a potential recession

42:40 Contagious optimism vs. toxic positivity

45:05 JB’s framework for hard conversations

49:15 How to connect with JB

Who This Episode Is For

Dealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto Operators

Anyone responsible for culture, customer experience, or profitability in automotive.

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 storyteller

• The moment she realized she had to stop copying her predecessor and start creating as herself

• Why the people inside your dealership matter more than any vehicle walkaround

• What to do when your content flops, trolls show up, or you feel creatively tapped out

• The power of consistency, authenticity, and letting your team shine

• Why viral moments don’t matter nearly as much as you think, and how she stays grounded anyway

• Live reactions as we watch some of Lang & Fetter Ford’s most viral posts together

If 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.

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 change
• How to translate Hollywood-level creativity into daily dealership operations
• A 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 humanity
• A dead-simple language exercise that can boost customer satisfaction and sales
• Why everyone is creative (backed by research) and how to unlock it in your team
• How to use creativity to transform your BDC, service lane, and sales culture

Book Giveaway – 10 Free Copies of The Solution Mindset

If you got value from this episode:

• Leave an honest review on Apple Podcasts or Spotify
• Screenshot your review
• DM 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.

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 values
• Key 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 plans
• Practical ways to reduce pain around aging units using data instead of gut feel
• Why consumer confidence, supply & demand, and economic signals matter for your next 90 days of inventory decisions
• How Canadian dealers can tighten the gap between consumer-facing trade tools and in-store appraisals
• 
  

If 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.

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 learn

• Why buyers now follow salespeople and how to stand out in a saturated market

• The luxury experience blueprint (even if you don’t sell a luxury marque)

• The first 90 seconds: posture, eye contact, tone, cadence, confident welcome

• Status 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 today

• Personality-based selling with GPT: your type + their type → custom talk-track in minutes

• The Dominoes Method to stack actions and create 3-car days + F&I platinum wins

Timestamps / Chapters

00:00 Introduction

02:38 Introducing Marion Cain and Charisma Mastery

05:03 Creating a Luxury Experience

05:46 Building Lifetime Relationships

09:42 Effective Introductions and Customer Engagement

14:36 Personal Stories and Vulnerability in Sales

16:01 Controlling the Sales Experience

21:06 Understanding Customer Psychology

23:49 The Importance of Personalization

28:07 Practical Insights for Scaling Human Connection

31:35 The Domino Effect in Sales

33:55 Final Thoughts and Connecting with the Speaker

Who this helps: Dealer principals, GMs/GSMs, sales managers, F&I, BDC leads—anyone driving grosses, CSI, and repeat/repurchase.

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 mind
• The 4 pillars from Endless Customers to become the most known and trusted brand in your market

Timestamps

00:00 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 Action

Giveaway: We’re gifting 10 copies of Endless Customers. Rate the show on Apple/Spotify, screenshot it, and email michael@thedealerplaybook.com. 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.

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:

1. How to turn curiosity into an operating system that reduces fear around AI and EV transitions

2. A practical way to replace “gut feel” with dealership data—and the exact questions great leaders ask

3. Why fixed ops fluency is the hidden unlock for many first-time GMs from the variable side

4. The leadership capabilities that matter now: critical thinking, problem-solving, human-centric management

5. How 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.

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.

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.