594 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 • 123 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. 

    Spanish SEO Does Matter! | Ally Pinon

    Spanish SEO Does Matter! | Ally Pinon

    Are you leaving a massive chunk of the market untapped? Welcome back to another insightful episode of the Dealer Playbook podcast. Today, we're delving deep into the world of marketing segmentation, focusing specifically on the Hispanic marketplace.
    Joining me today is Ally Pinon, the Digital Marketing Director for Chastang Ford, as we uncover the secrets to successfully reaching and engaging with this vibrant demographic.
    What We Discuss In This Episode:
    In this episode, Ally Pinon and I explore marketing segmentation with a focus on the Hispanic market, addressing challenges like language and cultural nuances. We highlight the importance of word-of-mouth in Hispanic communities and strategies to leverage it, emphasizing cultural relevance over mere translation.
    Ally shares insights on authentic engagement through local influencers and balancing marketing channels for dealership growth. The discussion underscores the necessity of authenticity, cultural understanding, and strategic marketing to connect with Hispanic consumers and foster long-term relationships, offering actionable tips for dealerships aiming to tap into this demographic's potential.
    Thanks, Ally Pinon!
    If you enjoyed this episode featuring Ally Pinon, support us by clicking the links!
    Connect with Ally Pinon on LinkedInListen to the full episode for insights and context from Ally Pinon!
    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! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    Sell Smarter, Not Harder
    AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.
    AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.
    Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

    • 25 min
    From Plastic Surgery to Auto Marketing Mastery | Adrian Gibbs

    From Plastic Surgery to Auto Marketing Mastery | Adrian Gibbs

    When Adrian Gibbs, Marketing Director of Nimnicht Family of Dealerships, stepped into the world of automotive marketing, she brought with her the competitive edge of the plastic surgery industry and a knack for nurturing customer relationships. Our exchange is as insightful as it is humorous, revealing the unexpected connections between such diverse fields and underscoring the transformative power of innovative thinking. Adrian's journey from nannying to navigating the nonprofit sector and now revving up the marketing engine in automotive sales, showcases a career path that is anything but ordinary.


    What We Discuss In This Episode:


    This episode peels back the curtain on the traditional, and sometimes outdated, practices that have long governed automotive marketing. We navigate through the maze of customer experience, finding parallels in the simplicity of choosing an ice cream flavor. Emphasizing the need to craft a clear and inviting journey for potential buyers, we dissect the common pitfalls, such as an over-reliance on third-party leads, and champion the approach of personalizing the car buying experience.


    Venturing into the technical trenches, we unravel the complexities of dealership operations and the critical role of auditing third-party vendors. Adrian leads us through her methodical process, challenging every step from cost to impact on the customer. We wrap up by discussing the balancing act faced by marketing directors, sharing tactics to maximize efficiency and cultivate a robust team dynamic. 


    Thanks, Adrian Gibbs!


    If you enjoyed this episode featuring Adrian Gibbs, support us by clicking the links! 


    Connect with Adrian Gibbs on LinkedInListen to the full episode for insights and context from Adrian Gibbs! 


    ⭐️ 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! 


    Connect with Michael Cirillo


    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 


    Sell Smarter, Not Harder


    AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.


    AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.


    Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

    • 35 min
    How TikTok Is Shaping the Next Wave of Digital Marketing for Young Consumers with Paul de Vries

    How TikTok Is Shaping the Next Wave of Digital Marketing for Young Consumers with Paul de Vries

    Paul De Vries is the Founder of #DCDW, Spokesperson for Marktplaats Automotive, and Co-Owner of Carmen BDC. With an impressive track record in dealership ownership, BDC management, and online car sales, Paul is recognized as a trailblazer in the automotive space, revolutionizing marketing tactics and driving unprecedented success.
    What We Discuss In This Episode:
    1. Unveiling New Market Opportunities:
    Discover Paul's unparalleled ability to spot untapped market potential and seize opportunities for growth, from targeting younger demographics to redefining mobility solutions for all ages.
    2. Leveraging Formula One Heritage for Marketing:
    Explore how Paul ingeniously leverages the allure of Formula One heritage to make city cars irresistible to a younger audience, utilizing social media platforms like TikTok to captivate and convert.
    3. The Power of Personalized Engagement:
    Delve into Paul's philosophy on lead handling and the delicate balance between AI automation and personal engagement, ensuring consistent and effective follow-up strategies.
    4. Building an Online-First Dealership Experience:
    Learn how Paul pioneers a seamless online-to-offline dealership experience, utilizing cutting-edge technology to bring the showroom directly to customers' screens.
    Embark on a journey with Paul de Vries, our guest straight from NADA, as we unravel the complexities and opportunities for franchise dealers eyeing the burgeoning markets of 2024.
    We then pivot to reveal how TikTok is revolutionizing lead generation, swapping dated marketing methods for viral content that resonates with the youth. Discover the unexpected triumph of certain video genres, the wisdom in granting influencers creative reign, and the crafty strategies employed to captivate a diverse social media audience. This is your portal to the frontlines of digital marketing innovation.
    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 LinkedInListen to the full episode for 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! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    Sell Smarter, Not Harder
    AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.
    AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.
    Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

    • 24 min
    The DEATH of Marketing Attributions | Rand Fishkin

    The DEATH of Marketing Attributions | Rand Fishkin

    Rand Fishkin is cofounder and CEO of  SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder.
    What We Discuss In This Episode:
    Get ready to challenge everything you know about marketing attribution with Rand Fishkin, who brings his formidable expertise back to The Dealer Playbook Podcast. We're tearing apart the myths that big tech wants you to believe about sales attribution, and giving you the straight talk on where your marketing efforts aacre really landing. As we exchange stories on how to stay genuine and reachable in the digital realm, Rand's commitment to personal interaction shines through, reminding us all of the human touch in the tech-saturated world of marketing.
    Laugh along with our musings on "Deadlock" and "Brooklyn Nine-Nine," and see how these shows mirror the multi-generational impact of social media. Then, prepare to have your mind blown by the capabilities of SparkToro, the game-changing tool that is transforming the way we research and reach our target audiences. Whether you're aiming your message at interior designers in the City of Angels or any other specific group, this episode is brimming with insights that will elevate your marketing strategy and forge deeper connections in the ever-evolving digital landscape.
    Thanks, Rand Fishkin!
    If you enjoyed this episode featuring Rand Fishkin, support us by clicking the links! 
    Connect with Rand Fishkin on LinkedInListen to the full episode for insights and context from Rand Fishkin! 
    ⭐️ 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! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    Sell Smarter, Not Harder
    AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.
    AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.
    Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

    • 37 min
    Personal Growth Fuelling Leadership Excellence, Cultivating Organizational Culture, The Essence of Soft Skills | Scott Greenberg

    Personal Growth Fuelling Leadership Excellence, Cultivating Organizational Culture, The Essence of Soft Skills | Scott Greenberg

    Have you ever wondered how a personal crisis might just be the catalyst for a profound transformation in how you lead your team? That's the story Scott Greenberg, author of "Stop the Shift Show," brings to our table as we unravel the potential of culture within organizations.

    What We Discuss In This Episode:

    Scott's journey from budding film student to a cancer warrior and eventually a motivational powerhouse offers a masterclass in adaptability, humor, and relationship building. Our conversation probes into the unseen opportunities lying in plain sight, just like those red cars you never spot until you're actually looking for them, and what this means for anyone trying to turn a group of struggling workers into a cohesive, high-performing team.

    As we navigate through the intricacies of hiring and management, the emphasis is unmistakably on the softer side of skills, those elusive traits that can make or break the productivity of your team, especially in roles where honing these skills can be an uphill battle.

    Imagine a world where job postings for entry-level positions are as grounded as the cars we drive—no more absurd requirements for novices to be seasoned veterans. We discuss the unique challenges of managing different types of employees—hourly or salaried—and how addressing their emotional needs is just as critical as satisfying their wallets. By the end of the episode, you'll be equipped with actionable strategies to measure, manage, and magnify your company's culture, ensuring that your team's behavior resonates harmoniously with your core values.

    Listen to the full episode for insights and context from Scott Greenberg!

    Thanks, Scott Greenberg!
    If you enjoyed this episode featuring Scott Greenberg, support us by clicking the links! 
    Connect with Scott Greenberg on LinkedIn⭐️ 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! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedIn
    CLICK HERE to learn more about The Dealer Playbook! 

    Sell Smarter, Not Harder
    AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.
    AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.
    Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

    • 30 min
    The Electric Shift, Securing the Auto Trade, and Tackling Fraud with Expert Insights from Matas Buzelis

    The Electric Shift, Securing the Auto Trade, and Tackling Fraud with Expert Insights from Matas Buzelis

    Matas Buzelis is the Head of Communications at carVertical.com

    Matas Buzelis brings a wealth of knowledge and expertise to the table, shedding light on the intricacies of the global car market.

    What We Discuss In This Episode:

    Ever wondered about the global impact of automotive fraud? Matas sheds light on the mission of the Association of Automotive Intelligence, an initiative aimed at combating fraud and protecting consumer interests on a global scale. He explains the mission behind establishing the association and the importance of combatting fraud in the automotive sector.
    As our conversation takes a turn towards the electric vehicle (EV) revolution, Matas unveils the challenges and opportunities presented by the transition to electric-powered vehicles in Europe. From government incentives to infrastructure hurdles, we explore the complex dynamics shaping the future of mobility.
    We also examine the UK's decision to push back its ban on petrol and diesel vehicles, scrutinizing the resulting shifts in consumer behavior and industry investment. Discover the unexpected surge of American cars in Europe's used vehicle market and gain perspective on the global auto trade from Lithuania's vantage point.

    With Matas's insights, we analyze the potential aftershocks of geopolitical events on car availability, laying the groundwork for a well-informed and strategic approach to both selling and buying in tomorrow's automobile marketplace.

    I thoroughly enjoyed my conversation with Matas Buzelis, and I'm sure you will too.

    Listen to the full episode for insights and context from Matas Buzelis! 
    Thanks, Matas Buzelis!
    If you enjoyed this episode featuring Matas Buzelis , support us by clicking the links! 
    Connect with Matas Buzelis:
    LinkedIn: Matas BuzelisWebsite: carVertical⭐️ 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! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInSell Smarter, Not Harder
    AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership
    website and, now, in your showroom, too.
    AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales
    desk, customer distrust, and decision overload. And their all-new showroom solution
    includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful
    platform that bridges the gap between the CRM and DMS.
    Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

    • 30 min

Customer Reviews

4.9 out of 5
123 Ratings

123 Ratings

mvelasco07 ,

A must-listen!

The Dealer Playbook has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

MCivilization ,

MC is as solid as it gets.

Even if I don’t think the guest or topic for the week are relevant, I always end up with a great take away. Cirillo is solid.

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!

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