The Dealer Playbook

Michael Cirillo
  • 4.9 (130)
  • ENTREPRENEURSHIP
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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. 1D AGO

    "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

  2. 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

  3. 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

  4. 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

  5. MAR 3

    "It's Like a Wingman": The Sales Intelligence Tool Closing the Gap Between Your Worst and Best Reps | Jay Ku, Founder of HeyGreenlight

    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

    21 min

  6. FEB 24

    “You’re Getting the Diluted Version”: How Dealers Are Being Underserved by Their Own Ad Vendors | Subi Ghosh, EVP Partnerships at fullthrottle.ai

    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

    15 min

  7. FEB 17

    “We Built an AI Department” - Why Dealers Need a Real AI Strategy Anyway | Jeff Swickard, President/CEO of Swickard Auto Group

    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 departmentHow an enterprise data warehouse solves “nothing integrates” chaosThe role of APIs + bidirectional data feeds with the DMS and vendorsUsing AI to measure call quality + customer sentiment in a high-volume service contact centerWhy 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” resistanceThe real leadership skill: prioritization, iteration, and pivoting“Buy vs. build” in automotive tech—and how to know when to switchIf 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

    17 min

  8. JAN 27

    "Win the Top-of-Mind Battle" - Why Most Salespeople Never Get Remembered | Charles Cannon, GM at BMW West Houston

    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

    35 min
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4.9
out of 5
130 Ratings

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
    700
  • Rating
    Clean
  • Copyright
    © Michael Cirillo
  • Show Website
    The Dealer Playbook

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