The Dealer Playbook

Michael Cirillo
  • 4.9 (130)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

The Dealer Playbook is the top-rated podcast for automotive professionals who want to dominate the retail industry.  Hosted by Michael Cirillo, this show delivers expert interviews, proven strategies, and actionable insights to help you sell more cars, lead stronger teams, and grow thriving dealerships.  Whether you work in sales, service, F&I, marketing, or management, you’ll gain the tools and confidence to excel in a rapidly evolving market. Join thousands of listeners every week who trust The Dealer Playbook as their go-to resource for career growth and dealership success. Subscribe now and unlock the secrets to staying ahead in the fast-paced world of retail automotive.

  1. 1D AGO

    “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

  2. 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

  3. JAN 20

    "Sold 300+ Used Cars" - This ford store cracked the used car game | Rob Ruth, President - Bob Ruth Ford

    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 differentiateThe acquisition-first framework: buying center, street buys, and scaling a sourcing teamHow to sell 8 used for every 1 new while keeping the OEM satisfiedWhat’s working now: $25K-and-under sweet spot, pricing discipline, and recon strategyLeadership and culture: treating employees like partners, creating career paths, and recruiting in a small marketThe recession-proof logic of building a pre-owned engine when markets shiftIf 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

    34 min

  4. JAN 13

    "The Sir Walter Way" - How a 100-Year Dealership Stays Nimble (and Grows) in a Modern Market | Matt Birkhead, Dealer Principal at Sir Walter Chevrolet

    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 pricingWhere AI belongs in a dealership (and where it doesn’t)How to keep customers warm after-hours without “fake” automationThe real operational advantage of a single-point store in a big marketHow to break down silos between sales, service, parts, and reconWhy “community starts from the inside out” (and how to make it real)How Matt invests in people through training, 20 groups, and leadership developmentWhy the dealership experience still matters—even with online buying and deliveryIf 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) 455-7790Email: mbirkhead@sirwalter.comInstagram (Matt): @birksuvaInstagram (Store): @sirwalter_chevyIf 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.

    36 min

  5. JAN 6

    "Design is an operating system" - How Architecture Shapes Sales, Service, and Culture | Josh Keough, Gensler

    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

    38 min

  6. 12/30/2025

    "A 2025 Year in Review" - The Real Lessons of 2025 and Why 2026 Demands More

    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 advantageHow AI is accelerating opportunity (without replacing human judgment)The leadership, culture, and discipline gap separating top performers from the restWhy most dealerships ask the wrong questions about successHow critical thinking will become one of the most valuable skills in 2026What it actually means to “go all in” on your definition of successWe 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 & OperatorsGeneral Managers & GSMsMarketing Directors & CMOsFixed Ops & Service LeadersAutomotive Professionals serious about growth in 2026Timestamps 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

    29 min

  7. 12/23/2025

    "Kickstart Your Wealth Engine" - How a Kia GM Built $10M in Real Estate While Running a Store | Tustin Ulrich, GM at Roper Kia

    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 mindsetHow car dealers and operators can invest in real estate without losing focus on the storeWhat the 1% Effect really means, and how the top 1% preserve wealth for generationsWhy 401ks and Roth IRAs alone won’t create true financial freedomHow leverage, 1031 exchanges, and tax strategy work in plain EnglishThe difference between good debt vs. bad debtWhy real estate favors operators, even during recessionsHow to think in multiplication, not cash flowWhy automotive is one of the only industries that enables this pathTimestamps 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 ManagersHigh-earning sales professionalsAutomotive operators thinking beyond the next 30 daysAnyone serious about generational wealth, tax efficiency, and long-term control

    42 min

  8. 12/16/2025

    "The ‘Pull, Not Push’ Strategy" - How Authentic Community Investment Drives Real Store Traffic | Ashley Brockhurst, Charlesglen Toyota

    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 marketingThe mindset shift that helped her climb from receptionist to directorWhy authentic community giving outperforms transactional marketingHow Charlesglen Toyota became Alberta’s Celebration DestinationTurning charity and local events into a powerful brand advantageWhy women are leading Canada’s charitable sector, and how dealerships can connectThe ROI of relationships: how community focus drives dealership growthHow to measure unmeasurable marketing (and prove impact beyond KPIs)Why “look after your city and they’ll look after you” still works in 2025Timestamps 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 Dealership marketing teams General Managers & Dealer Principals Community relations & event coordinators Women in automotive leadership Anyone who believes marketing can build more than sales — it can build connection. Connect with Ashley Brockhurst 🔗 LinkedIn: Ashley Brockhurst 🌐 Charlesglen Toyota: charlesglentoyota.com

    38 min
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4.9
out of 5
130 Ratings

About

The Dealer Playbook is the top-rated podcast for automotive professionals who want to dominate the retail industry.  Hosted by Michael Cirillo, this show delivers expert interviews, proven strategies, and actionable insights to help you sell more cars, lead stronger teams, and grow thriving dealerships.  Whether you work in sales, service, F&I, marketing, or management, you’ll gain the tools and confidence to excel in a rapidly evolving market. Join thousands of listeners every week who trust The Dealer Playbook as their go-to resource for career growth and dealership success. Subscribe now and unlock the secrets to staying ahead in the fast-paced world of retail automotive.

Information

  • Creator
    Michael Cirillo
  • Years Active
    2014 - 2026
  • Episodes
    694
  • Rating
    Clean
  • Copyright
    © Michael Cirillo
  • Show Website
    The Dealer Playbook

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