503 episodes

The car business is rapidly changing and modern car dealers are meeting the demand. Join Michael Cirillo on The Dealer Playbook podcast which features expert interviews, actionable advice, and insights that will help you create a thriving career and life within the retail automotive industry. 

The Dealer Playbook Michael Cirillo

    • Business
    • 4.9 • 113 Ratings

The car business is rapidly changing and modern car dealers are meeting the demand. Join Michael Cirillo on The Dealer Playbook podcast which features expert interviews, actionable advice, and insights that will help you create a thriving career and life within the retail automotive industry. 

    Car Dealer Lead Management Process w/ Paul de Vries

    Car Dealer Lead Management Process w/ Paul de Vries

    🎧 Subscribe on Apple: https://dpb.fm/apple
    🔊 Subscribe on Spotify: https://dpb.fm/spotify
    🔗 All our links: https://dpb.fm/play
    Welcome to the weekly Dealer Playbook Powerbomb featuring Paul de Vries. In this segment, we chat about Paul's car dealer lead management process and why it took him 4 years to develop. 
    The needs of car shoppers are changing all the time. Their attention span is decreasing and so it's important for car dealers to make sure that their lead management process matches current demands of the market. 
    Listen to the full episode for even more insights and context from Paul de Vries!
    Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
    Thanks, Paul de Vries!
    If you enjoyed this episode featuring Paul de Vries, support us by clicking the links!
    Connect with Paul de Vries on LinkedIn
    Connect with Michael on LinkedIn


    More Dealers Are Choosing To Partner with FlexDealer
    Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.

    • 13 min
    Paul de Vries: 6 Steps To Successful Lead Handling

    Paul de Vries: 6 Steps To Successful Lead Handling

    🎧 Subscribe on Apple: https://dpb.fm/apple
    🔊 Subscribe on Spotify: https://dpb.fm/spotify
    🔗 All our links: https://dpb.fm/play
    Paul de Vries is the founder of DCDW (Digital Car Dealer Network), ambassador for Marktplaats (Holland), and a brand new owner of a Ligier franchise dealership in Holland. He is an expert at lead handling and works with several OEMs in Europe to improve their lead handling and appointment show percentages. In this episode of The Dealer Playbook, Paul breaks down his 6 steps to lead handling that can help any dealership increase their car sales opportunities.
    Key Takeaways From This Episode:
    03:39 - It's very easy to analyze lead responses in a PowerPoint or spreadsheet, but when the reality of the day sets in it can be very difficult to manage. Dealers need to be practical in understanding why leads are important and that no matter how they arrive, they represent another human being who is expressing interest in the dealership's vehicles, parts, or services.
    05:05 - The goal is to remove the 100% dependency on BDCs and outsourced agents and train salespeople to be better at working with leads on their own. If we can move the need so that only 10% of car salespeople are better at lead handling, we will make a bigger impact than we make our BDC agents. We can't get away with not knowing the product we sell. It's imperative to know the product so that we can quickly answer all the questions that customers have.
    07:15 - The dynamic of the car shopper is changing rapidly which means that we need to continue training to keep up with their ways of doing business. Today if we don't answer the lead within one minute, customers get angry. In Europe, WhatsApp is typically the preferred method of communication because other systems are seen as outdated. In contrast, to the USA or Canada where SMS messaging is the holy grail (outside of the phone).
    12:46 - Paul shares his experience being a car dealer again and opening a Ligier franchise experience store in Holland.
    26:55 - Paul breaks down the six steps to successful lead handling. When put into motion, car dealers can see an increase in leads to appointments and appointments to demos by training car salespeople to properly handle leads.
    Listen to the full episode for even more insights and context from Paul de Vries!
    Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
    Thanks, Paul de Vries!
    If you enjoyed this episode featuring Paul de Vries, support us by clicking the links!
    Connect with Paul de Vries on LinkedIn
    Connect with Michael on LinkedIn 


    More Dealers Are Choosing To Partner with FlexDealer
    Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.

    • 39 min
    Brian Pasch: An Open Letter To Ford's CEO

    Brian Pasch: An Open Letter To Ford's CEO

    🎧 Subscribe on Apple: https://dpb.fm/apple
    🔊 Subscribe on Spotify: https://dpb.fm/spotify
    🔗 All our links: https://dpb.fm/play
    Brian Pasch is the founder of PCG Companies, which is comprised of Brian Pasch Enterprises, PCG Digital, Localiente, and PCG Research. He's an author, keynote speaker, marketing contrarian, and a beacon of light within the retail auto industry as someone who has always been an advocate for the dealer body.
    Recently Brian penned an open letter to Mr. Farley, the CEO of Ford, in which he asks very thought-provoking questions aimed at clarifying Mr. Farley's curious comments about the future of Ford's dealership network.
    In addition, Brian shares about a new GA4 (Google Analytics 4) Standards Council in which he aims to standardize how reporting takes place throughout the industry and across all vendors.
    What we discuss in this episode:
    03:07 - Brian, as an advocate for the dealer body is not afraid to ask tough questions even if it means putting on the gloves and sparring with the OEMs. Through Brian's inclusive conferences, the dealer body also feels comfortable engaging in those conversations and sharing their point of view — a discourse that he is encouraging should happen more throughout the industry.
    04:58 - Brian shares his findings from a recent YouGov study which indicates how consumers are seeking to research and purchase vehicles. "You know, I think CSI scores hide the fact that most consumers are not happy with the overall sales experience."
    05:47 - Many dealers adopted digital retailing tools but never created an in-store process to match. In so doing, the consumer experience is negatively impacted and nobody is better off. Brian suggests that instead of providing COOP dollars for marketing purposes, there should also be an allocation that goes toward in-store training so that teams can deliver the experience level that the majority of today's car buyers expect and that is more of a connected retailing experience similar to Best Buy or Apple. You can visit their websites and the product you see is in stock and the price is exactly the same online as it is in-store.
    13:00 - OEMs are making moves toward an agency model in which they can sell directly to consumers. In particular, Ford's CEO made some comments that seem to be removing dealers from the EV products they plan to sell in the future.
    "I think that GM and Ford dealers have been relatively quiet about some of the bombshells. Both manufacturers have announced that their EV models will sell directly to consumers on a national portal. It appears that Tekion will power both of those solutions. There is no detail on how trades will be handled, and no details about F&I products."
    13:40 - Jim Farley (Ford's CEO) was probably the most transparent in sharing that D2C is an efficient model and that they want to be more like Tesla — they want the margins and want customers to be happy. Brian shares that he understands also the business case for such a model. Jim's job is to keep investors happy.
    14:15 - Brian shares that he was on a panel discussion with Brian Benstock, highlighting the dealership operator as someone who is focused on providing the best customer experience possible. Brian Benstock has developed a process with his team in which customers can take delivery of a vehicle and experience the entire transaction in 45 minutes.
    18:00 - Brian explains that one of the reasons he is an advocate for dealers is because our industry contains some of the most impressive entrepreneurs who've reinvented themselves many times over. The vast majority of dealers are working hard to embrace what's coming next.
    27.27 - Discussion about Brian's formation of the Google Analytics Standards Council and what it aims to accomplish throughout the retail automobile industry. The goal is to create a standard way of reporting events industry-wide so that no matter the vendor, everyone has an agreed-upon way to report the data. Doing so, Bria

    • 40 min
    Mike Welch: Growing A Successful Tire E-Commerce Business

    Mike Welch: Growing A Successful Tire E-Commerce Business

    🎧 Subscribe on Apple: https://dpb.fm/apple
    🔊 Subscribe on Spotify: https://dpb.fm/spotify
    🔗 All our links: https://dpb.fm/play
    Mike Welch is the president and CEO of tirebuyer.com which merged with tirescanner.com, a US-based tire retail marketplace, in 2019. In this episode, Mike shares how we went from working at dealerships and small independent repair shops in the UK to founding and operating one of the most successful online tire retailers in the world.
    Notes about growing a successful tire e-commerce store:
    02:40 - Mike got his start at 15 years old fitting tires at dealerships and small independent repair shops because it was all he knew. He wasn't interested in pursuing post-secondary education. Out of necessity, Mike was led to follow one opportunity after another that led to forming his company blackcircles.com (now owned by Michelin)
    03:35 - Mike shares that he's always had the drive to work hard, something that the retail auto industry rewards. It's fascinating that the auto industry is still one of the few that accepts everyone and gives them the chance to make something big for themselves if they put in the work.
    05:57 - Speaking about taking opportunities, Mike explains, "The fewer reference points you have for what could go wrong, the more upside potential there is." Mike explains how he got into selling tires after being made redundant by the shop he was working for.
    08:33 - Mike explains how he went from having no experience to founding and growing a large e-commerce tire sales/tire fitting website. In the early days, it was all about doing whatever was required to get the job done and see sales come in. Mike recounts teaching himself how to code basic HTML so that he could build a website, i.e., having the willingness to do whatever it takes to succeed.
    10:25 - Mike shares the story about finding his mentor, Sir Teddy Lee (The CEO of Tesco). Mentors and those with experience can help grow a business exponentially because they have the wisdom of experience.
    Listen to the full episode for even more insights and context from Brian Pasch!
    Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
    Thanks, Mike Welch!
    If you enjoyed this episode featuring Mike Welch, support us by clicking the links!
    Connect with Mike Welch on LinkedIn
    Connect with Michael on LinkedIn


    More Dealers Are Choosing To Partner with FlexDealer
    Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.

    • 35 min
    David Oates: How To Repair Your Dealership's Reputation

    David Oates: How To Repair Your Dealership's Reputation

    🎧 Subscribe on Apple: https://dpb.fm/apple
    🔊 Subscribe on Spotify: https://dpb.fm/spotify
    🔗 All our links: https://dpb.fm/play
    David Oates is a crisis PR expert with 25 years of experience in the field. He helps organizations repair their brand's reputation in the press and online. With the emergence of web3.0 and a rapidly evolving digital landscape, there are sure to be brand pivots and crises and with David's proven approach, he is on a mission to help businesses handle any PR situation.
    Key Notes About Repairing Your Dealership's Reputation:
    01:32 - David shares his background and how his career in the Navy positioned him to work in public relations. In particular, after nine years in the Navy, he was promoted to a public affairs officer and found himself dealing with many different types of PR cases that required heavy repair.
    02:42 - After the military, Dave worked for different tech companies and agencies and found that, given his background, he would deal with mass layoffs, product recalls, shareholder disputes, and CEOs behaving poorly. He says, "Not to boast, but I don't get nervous too much about any crisis matter for any industry of any size."
    03:18 - Over the years, David chose to focus primarily on crisis PR — an opportunity accelerated given the fact that we each carry a small supercomputer in our pockets. At any moment in time, we have microphones, cameras, and an unlimited distribution network at our fingertips.
    10:11 - David shares a baseball analogy and relates it to personal and corporate growth. There is a high degree of probability that you will fail, and that's okay. "Everybody is so concerned about the box score at the end of the day, but what they don't watch in the box score is the win/loss, who had the most runs, and who didn't. The only thing that matters is 100 percent. What matters is how many at-bats you took and how many times you swung at the pitch."
    11:53 - When it comes to crisis management we need people to understand that failure is okay. We need to demystify it so that when it happens we are able to keep moving forward.
    18:15 - David shares why he thinks the fight or flight mentality causes our natural inclination to either fight or say nothing. This can be harmful when dealing with negative reviews or naysayers because it leads to being hell-bent on creating drama.
    19:00 - How to respond to negative reviews or comments about your dealership online.
    Listen to the full episode for even more insights and context about how to repair your dealership's reputation.
    Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
    Thanks, David Oates
    If you enjoyed this conversation with David Oates, please let them know by clicking on the links below and sending him a message.
    Click here to thank David Oates on LinkedIn 
    Connect with Michael Cirillo on LinkedIn  


    Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.

    • 35 min
    Michael Cirillo: 4 Reasons Why You Know Way Less Than You Think About The Car Business

    Michael Cirillo: 4 Reasons Why You Know Way Less Than You Think About The Car Business

    🎧 Subscribe on Apple: https://dpb.fm/apple
    🔊 Subscribe on Spotify: https://dpb.fm/spotify
    🔗 All our links: https://dpb.fm/play
    In this episode of The Dealer Playbook Podcast, Michael reflects on an experience he had while attending the Digital Marketing Strategies Conference in Napa Valley and why that's inspired him to talk about the 4 levels of competency.
    There is so much to learn about the retail automotive industry, and that's why it's important as a community to engage in learning; remain curious, and figure out creative ways to solve the complex challenges that the automotive industry faces today.
    Main Takeaways From This Episode:
    01:50 - Michael sets up the conversation by sharing his experience at DMSC in which he discovered how much he has to learn about the car business. Why that's important and how it leads to understanding the 4 levels of competency or understanding. There is always more to learn, and that's one of the reasons the retail car business is exciting to be part of.
    05:59 - There are 4 levels of competency. Michael explains what they are and how they can have an impact on our daily lives.
    09:16 - Each of us experiences the 4 levels of competency at various points in life. We are each in one of the 4 phases continuously for a variety of reasons.
    10:34 - We can elevate one another with our experiences and wisdom. Together we can dominate. The retail auto industry is rapidly changing and together we can meet the demand.
    Listen to the full episode for even more insights and context about the 4 reasons why you know less than you think about the car business.
    Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
    Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.

    • 12 min

Customer Reviews

4.9 out of 5
113 Ratings

113 Ratings

OateseyInSD ,

Entertaining and informative

I’m a huge fan of Michael and his approach to podcasting. It’s both fun and informative. Thanks for having me on and for offering this resource to dealers!

Kyle Mountsier ,

A Breath of Fresh Air

Michael is the same guy no matter where you meet/see/hear him. This podcast is a must for all those in retail automotive! Kyle Mountsier -ASOTU

Taylorb5 ,

Impactful and insightful

Michael does a fantastic job pulling the best out of each person he interviews. Creating a podcast with value added and relevant information for our industry. Each interview sparks ideas and shared best practices that we can all learn from!

Top Podcasts In Business

Ramsey Network
iHeartPodcasts
NPR
Her First $100K
Jocko DEFCOR Network
Pushkin Industries

You Might Also Like

Lotpop
Dealer Synergy
Grant Cardone
Ed Mylett
Gary Vaynerchuk
Andy Frisella #100to0