The Dealer Playbook

Michael Cirillo
  • 4.9 (37)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

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.

  1. 3D AGO

    "Wearing the story" — Marketing cars through authentic connection | Paul J Daly, Founder/CEO ASOTU

    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 Follow The Dealer Playbook so you never miss an episode.

    35 min

  2. APR 21

    "Brand Safety" — Why Your TikTok Guy is Costing Your Dealership | Exec Dir. of Marketing, Murgado Automotive

    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 Follow The Dealer Playbook so you never miss an episode.

    16 min

  3. APR 14

    "8 Hours To 2 Minutes" — The Response Time Fix That Sold More Cars Across 100 Dealerships | Paul de Vries, Founder DCDW

    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

    16 min

  4. APR 7

    "Human in the loop" — Why AI needs organic intelligence in your dealership | Mackenzie Wiltrout, Stream Companies

    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. Follow The Dealer Playbook so you never miss an episode. 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

    17 min

  5. MAR 31

    "Guaranteed human" — How AI makes connection critical | Joey Zanetis, EVP iHeart Media Automotive

    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

    23 min

  6. MAR 24

    "Doesn't mean goodbye" — Recapturing "lost" customers through fixed operations | Kristine Lentz, Urban Science

    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. Follow The Dealer Playbook so you never miss an episode. 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

    14 min

  7. MAR 17

    “The Great Train Wreck”: How Affordability and a Broken Process Are Costing Dealers the Sale | Matt Lasher, Streamline Auto

    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 dayHow the affordability crisis is creating a tidal wave that dealers need to start preparing for nowWhy lenders and dealers are like Mars and Venus and what it costs everyone when that gap stays openThe hidden bias toward customers with credit challenges and why 40% of consumers have a credit score of 680 or lessWhy empathy is not just a soft skill in automotive retail but a business strategyHow technology should be used to enhance human connection rather than skip over the people that make the deal happenMatt's perspective on why dealers are resilient and why this crisis is no different from every other one they have survivedAbout 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 LinkedInLearn more about Streamline at streamline.autoSubscribe to The Dealer Playbook newsletter at thedealerplaybook.comJoin the Dealer Playbook community for more conversations that matterTake 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

    18 min

  8. MAR 10

    "Stop Blaming Marketing": The Digital Mistake Costing Dealers Growth | Ashley Cavazos, NCM Associates

    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

    15 min
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4.9
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About

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.

Information

  • Creator
    Michael Cirillo
  • Years Active
    2014 - 2026
  • Episodes
    704
  • Rating
    Clean
  • Copyright
    © Michael Cirillo
  • Show Website
    The Dealer Playbook

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