The Dealer Playbook

Michael Cirillo
  • 4.9 (126)
  • AUTOMOTIVE
  • UPDATED WEEKLY
The Dealer Playbook

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. 2D AGO

    Ep. 669 - Why Tires Might Be Your Dealership’s Most Overlooked Goldmine, with David Pulla

    In this episode, my guest is David Pulla, President of Dynamic Tire, one of Canada’s largest tire distributors. We dive into a part of the business that most dealers overlook—tires—and explore how they’re not just rubber on a rim, but one of the most practical tools for increasing retention, profitability, and service traffic. We talk about how dealers can rethink their parts and service strategy, use data to move inventory smarter, and turn something as simple as a tire rotation into a reason customers come back again and again. David also shares what the rise of EVs means for the tire industry and the surprising ways innovation is showing up in a category that most of us don’t give a second thought to. If you’ve ever said “tires aren’t my thing” or “it’s not worth the time,” this episode might just change your mind. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    24 min

  2. JUL 10

    Ep. 668 - Should You Buy a Dealership in 2025? with Arthur J Madjarian

    In this episode I’m joined by Arthur J. Madjarian, a guy who’s been neck-deep in retail automotive, pivoted into mergers & acquisitions, and now helps dealer groups grow, exit, and scale smart. If you’ve ever wondered how M&A works in the auto industry, or whether dealership ownership is still worth chasing in 2025, this is your episode. Arthur talks about real-life strategy, timing, red flags to avoid, and why culture and “friendly money” might just be the most underrated forces in any deal. We also dive into: The real reasons why some people are leaning into dealership ownership right now (despite the noise)Why smart buyers are more selective than ever—and what they’re actually looking forThe risks of skipping estate planning before a saleWhat it takes to become a minority partner in a store, and how to prepareThe future of real estate in automotive retail and how it could change everythingWhy culture fit isn’t just fluffy talk—it’s tied to profit and survivalIf you’re thinking about expanding, selling, or even just getting into the business, Arthur gives the kind of candid insight that only comes from living it.  - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    25 min

  3. JUL 3

    Ep. 667 - The New Rules of SEO for Car Dealers in 2025, with Colin Carrasquillo

    In this episode, my guest is Colin Carrasquillo, Digital Marketing Manager at Nielsen Auto Group. We’re diving into some of the real challenges and solutions that most dealers are thinking about but rarely talk about out loud. We talk about what it actually looks like to get your vendor partners working together instead of pulling in different directions. Colin shares how he’s doing this at scale across 14 rooftops and why it’s changing the game for their group. We also get into why most dealers are still chasing the wrong SEO strategy in 2025 and what really matters now if you want to show up where your customers are actually searching. You’ll learn: A practical way to hold your vendors accountable (without blowing up the relationship)Why internal communication might be the thing holding your dealership backHow thinking beyond low-funnel keywords will give you a serious edge in your marketWhy building better human connections inside your store leads to better marketing outside of itThis conversation is packed with useful ideas you can take back to your store, and it’ll definitely make you rethink how you approach your partnerships and marketing. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    47 min

  4. JUN 26

    Ep. 666 - What Most Dealerships Gets Wrong About CRM, with Sam Maimone

    In this episode, my guest is Sam Maimone from Activix, and we’re diving into a part of the car business that most people think they’ve figured out—but really haven’t: CRM. We talk about why most CRM setups are missing the mark and why buying more leads won’t solve the real problem. Sam shares what he’s seeing inside hundreds of dealerships and the small shifts that can completely change how your CRM performs. We also explore why skipping proper discovery can cost you, and what a good CRM process actually looks like when the people, the process, and the tech finally click. Sam’s story is packed with hard-earned lessons—from DJ booths to dealership desks to the corporate world and back. This is a real conversation about what works, what doesn't, and how to spot the difference. If you’ve ever wondered: Why your CRM feels like a to-do list instead of a growth toolWhat it actually takes to get your team to buy inWhy speed matters in lead handling more than ever...you’re going to want to lean in for this one. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    26 min

  5. JUN 19

    Ep. 665 - Why Fixed Ops Isn’t Back-End—It’s the Backbone, with Nicole Dolphin

    In this episode, my guest is Nicole Dolphin, Retail Development Manager at Groupe Touchette, and we’re digging into the part of the dealership that doesn’t always get its fair share of attention—Fixed Ops. Nicole shares how the service department isn’t just about oil changes and tires. It’s a relationship hub. It’s where trust is built (or lost). It’s often the reason someone decides to buy their next vehicle from you—or not. We talk about how dealerships can better introduce customers to the service side before problems happen, what most teams get wrong about customer handoffs, and how to make your fixed department feel less intimidating for first-time visitors. Nicole also shares her journey from receptionist to parts manager in luxury stores and what she learned about emotional intelligence, leadership, and navigating a male-dominated industry. If you’re trying to figure out: How to actually retain customers long-termWhat emotional intelligence has to do with customer loyaltyHow to develop your people without micromanaging themWhy knowing where to park can make or break a customer’s trust......you’ll want to hear this one all the way through. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    22 min

  6. JUN 12

    Ep. 664 - How to Create a High-Performance Dealership Culture, with Jill Schulman

    In this episode, my guest is Jill Schulman, USMC veteran, leadership coach, and author of The Bravery Effect. We dig into the surprising role that bravery plays in building high-performing cultures—not just in the military, but in dealerships, teams, and even our personal lives. Jill shares the science behind why playing it safe actually leads to burnout, anxiety, and unhappiness, and how the most fulfilled, successful people have something in common: they’ve learned how to build bravery like a muscle. We talk about: What holds people back from going after what they really wantWhy “positive vibes only” doesn’t actually lead to happinessHow to teach your team to want accountability, not run from itWhat it takes to lead yourself before you try to lead othersAnd how leaders can create an environment where performance and wellbeing grow togetherYou’ll also hear practical tools—backed by real research—that Jill uses with Fortune 500 companies to help people take bold action, stay mentally strong, and avoid what she calls the “comfort trap.” If you’ve ever felt like you were capable of more but couldn’t get past the fear, or if you're in leadership and want to help your team do hard things without burning out, this episode’s going to give you some serious perspective. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    35 min

  7. JUN 5

    Ep. 663 - The Laws That Top Performers in Retail Auto Obey, with Alan Dickie

    In this episode, my guest is Alan Dickie, President - www.AlanDickie.com and a returning DPB alum. Alan’s one of those guys who doesn’t just talk about success—he breaks it down to the bone. In this conversation, we explore what he calls the “laws” that make success predictable in life and business. We talk about why most salespeople stay stuck selling 8–12 cars a month while a few are pulling in 30+. It’s not about personality. It’s not about luck. It’s about understanding how human behavior works and knowing what laws to follow to create momentum. You’ll also hear: How to break out of the “employee mindset” that’s holding you backWhat selfishness has to do with better service and more salesWhy ignorance always feels like anxiety (and how to fix that)What Dollarama can teach you about value-based sellingAnd how success really is just about following the right laws—every timeIf you’ve ever found yourself thinking “I’m doing the work but not seeing the results,” this episode will shift how you think about performance, money, and personal growth. This isn’t about motivation. It’s about awareness. And Alan doesn’t hold back. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    24 min

  8. MAY 29

    Ep. 662 - AI, Accountability, and the $30 Leak in Your Marketing, with Matt VanDyke

    In this episode of The Dealer Playbook, I sit down with Matt VanDyke, President of Shift Digital, to unpack some of the most pressing—and overlooked—topics in automotive marketing right now. From mobile-first lead strategies to AI-powered insights, Matt brings a rare, high-altitude perspective that cuts through the fluff and actually makes sense of what’s happening in the trenches. We talk about: Why phone calls and text messaging are quietly dominating lead conversionsHow to rethink click-to-call and ditch the outdated obsession with form submissionsThe $30 out of every $100 you’re losing due to poor website performance (yes, it’s that bad)The AI conversation everyone’s having—but few are applying correctlyWhy accountability isn’t a buzzword—it’s the hidden driver of innovationMatt also drops a sobering stat: fewer than 1% of dealer websites in North America pass Google’s Core Web Vitals. Which means most are unintentionally sabotaging their own ad budgets. If you’re tired of wasting money, or just want to know where the puck is really heading, this conversation is a must-listen. Whether you're running a store, managing an OEM program, or working at an agency, there’s something in here that’ll shift how you think about performance. - - - This Episode's Sponsor FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy. - - - Leave a Review: If you're enjoying the podcast, we'd love an honest review here. - - - Socials: Follow on LinkedIn Follow on YouTube Follow on Facebook

    24 min
See All (666)

4.9
out of 5
126 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 - 2025
  • Episodes
    666
  • Rating
    Clean
  • Copyright
    © 2025 Liberty Worldwide Holdings LLC
  • Show Website
    The Dealer Playbook

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