The Dealer Playbook

Michael Cirillo
  • 4.9 (130)
  • AUTOMOTIVE
  • 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. 22H AGO

    "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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 12/09/2025

    “Hospitality First” — The Signature 2.0 Experience That’s Changing How Guests Buy Cars | JB Burnett, GM at Preston Auto | Multi-Store Operator

    What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition? Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage. We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill. If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening. In This Episode You’ll Learn: What a Ford Signature 2.0 store actually is and why the experience is radically differentHow JB’s team moved 300 units + full service + parts in less than a weekWhy hospitality-first retail is out-performing traditional sales tacticsThe subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everythingHow JB builds buy-in for elevated dress codes & elevated expectationsWhy international markets are beating the U.S. on dealership hospitality—and what we can learnJB’s mindset framework for leading calmly through chaosTimestamps 00:00 Intro 02:10 Inside the world’s first Ford Signature 2.0 store 07:45 Moving 300 units + full operations in four days 11:12 The mindset required to lead through chaos 18:55 Hospitality vs. legacy retailing: why the guest experience wins 24:20 Why other countries are beating the U.S. in dealership decorum 29:02 Dress code, culture, and team buy-in 36:15 Preparing for a potential recession 42:40 Contagious optimism vs. toxic positivity 45:05 JB’s framework for hard conversations 49:15 How to connect with JB Who This Episode Is For Dealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto Operators Anyone responsible for culture, customer experience, or profitability in automotive.

    49 min

  7. 12/02/2025

    "Viral for the Right Reasons" - What Dealers Can Learn from Lange & Fetter’s Social Media Strategy | Noella Salter, Marketing Manager at Lange & Fetter Ford

    If you’ve ever wondered how a small-town Ford store ends up going mega-viral, builds a loyal community, and turns everyday dealership life into must-watch content… this episode is for you. Today I’m joined by the brilliant, hilarious, and wildly creative Noella Salter, the marketing manager behind Lang & Fetter Ford’s social media presence that the entire industry can’t stop talking about. She’s turned a rural Canadian dealership into a personality-driven brand that people actually want to follow. In this episode, we get into: How Noella went from PR grad to dealership storytellerThe moment she realized she had to stop copying her predecessor and start creating as herselfWhy the people inside your dealership matter more than any vehicle walkaroundWhat to do when your content flops, trolls show up, or you feel creatively tapped outThe power of consistency, authenticity, and letting your team shineWhy viral moments don’t matter nearly as much as you think, and how she stays grounded anywayLive reactions as we watch some of Lang & Fetter Ford’s most viral posts togetherIf you’re in automotive marketing (or honestly, any business where trust and community matter), this conversation is a blueprint for turning small beginnings into big impact. Noella proves that you don’t need a massive budget, a big city, or sponsorship deals, you just need people who are willing to show up, be themselves, and have a little fun. This episode will make you laugh, rethink your approach to social, and maybe even give you the nudge to try that idea you’ve been sitting on.

    53 min

  8. 11/25/2025

    “Every Crisis Is Free Profit” — How to Turn Disruption in the Industry Into Opportunity | Nir Bashan, founder of The Creator Mindset

    What if your biggest dealership problems aren’t “market problems”… but creativity problems? In this episode of The Dealer Playbook, Michael sits down with Nir Bashan, world-renowned creativity expert, founder & CEO of The Creator Mindset, LLC, Clio Award winner, and Emmy-nominated former Hollywood/advertising executive to show car dealers how to use creativity as a practical business tool, not fluffy “inspiration,” but real-world tactics that move metal, grow service, and improve culture. Nir has coached leaders at AT&T, Microsoft, NFL Network, EA Sports, Suzuki, JetBlue, and more. In this conversation, he maps the same creativity frameworks directly onto retail automotive in 2025 and beyond. You’ll learn: Why creativity + innovation are the only sustainable edge as regulations, EVs, and consumer behavior changeHow to translate Hollywood-level creativity into daily dealership operationsA simple mindset shift to turn “crisis after crisis” into opportunity (EV overstock, chip shortages, changing regs, etc.)How to balance data and creativity so your analytics don’t kill your humanityA dead-simple language exercise that can boost customer satisfaction and salesWhy everyone is creative (backed by research) and how to unlock it in your teamHow to use creativity to transform your BDC, service lane, and sales cultureBook Giveaway – 10 Free Copies of The Solution Mindset If you got value from this episode: Leave an honest review on Apple Podcasts or SpotifyScreenshot your reviewDM it to Michael on LinkedIn, Facebook, Instagram, or X👉 The first 10 people to do that will get a free copy of Nir’s new book, The Solution Mindset.

    37 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
    691
  • Rating
    Explicit
  • Copyright
    © Michael Cirillo
  • Show Website
    The Dealer Playbook

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