The Dealer Playbook

Michael Cirillo
  • 4.9 (130)
  • ENTREPRENEURSHIP
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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

    "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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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
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4.9
out of 5
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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
    696
  • Rating
    Clean
  • Copyright
    © Michael Cirillo
  • Show Website
    The Dealer Playbook

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