Sensei Playbook

Hosted by Chris Snellgrove

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May 2026

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About the show

Online marketing can be a confusing and frustrating topic for small business owners. Some struggle to get high search results rankings, while others give up after receiving too many negative customer reviews. Given the harsh environment the internet has cultivated, being an entrepreneur these days is challenging. Bill Courtright and Chris Snellgrove join forces to give you the right tools and strategies to effectively market your small business online. Welcome to Sensei Playbook, the ultimate "how to" for growing and amplifying your brand within today's critical "three-second" digital landscape. This show features news, instruction, and commentary for entrepreneurs and business leaders who want to scale their ventures despite digital obstacles along the way. Learn from industry veterans and world-renowned marketers as they provide information, inspiration, and influence for the movers and shakers of the leading organizations right now. This podcast goes beyond traditional SEO in improving your online presence. Here, we explore how you can offer the smoothest customer experience and leave a lasting impression on your target market. Discover the best practices for rapidly attracting customers within and around your community. Our guests open up about overcoming their lowest points, specifically in dealing with unfavorable feedback. They share first-hand experiences handling negative online reviews to guide you in addressing them logically and emotionally. Understand the best reputation marketing approaches every small-scale company need to know to turn criticisms into fresh chances to reinvent yourself. Transform your disappointed clients into proactive and loyal marketers. Get lucrative opportunities to expand and become highly acquirable! Bill and Chris share their greatest breakthrough moments and successful marketing plays in each episode. Whether the topic is tough lessons learned, keeping your mind right, or hardcore strategy and systems implementation, these certified marketing martial artists deliver the goods every single time! Bill, a marketer for over two decades, is the agency director of Reputation Sensei. This subscription and relationship-based marketing platform specializes in Reputation Cycle Marketing, a process that transforms reviews into marketing assets. With this, businesses can gain a better return on investments and a continuous pipeline of new customers. Bill brings to the show his comprehensive knowledge of this framework. He is your guide in elevating client experience based on the feedback you are currently receiving. His unique ability to present even the most advanced concepts in an easy-to-digest and readily implementable manner makes him a truly efficient teacher of his craft. Co-host Chris is the CEO of Reputation Sensei and the Founder of Digital Media Nation. A dedicated career marketer with more than 25 years of experience in sales and business development, relationship building serves as the foundation of his growing success. Chris's strategic sales acumen has helped many small businesses in using customer experience to drive referrals, reduce costs, and increase close ratios. Thanks to his unyielding determination to offer top-notch services, Reputation Sensei is now one of the leading providers of innovative digital marketing practices. Become a growth-minded entrepreneur who genuinely cares for their clients with the expert guidance of Bill and Chris. In this extremely competitive internet community, your company can be easy to find and easier to trust. Learn how to turn your customer experience into an invaluable asset and make your business unstoppable! Listen to Sensei Playbook at https://podcast.reputationsensei.com/.

Listen to episodes

35 recent

May 19, 2026Episode 3858 min

Rock 'n' Roll Leadership: A New Era in Automotive Management | Gregg Stegmann (Episode 38)

In this episode of The Sensei Playbook, host Chris interviews Greg Stegman, General Manager of Wharton Chevrolet, GMC and Ram Country in Wharton, Texas, about building dealership success through people-first leadership. Stegman shares how he entered the car business from restaurant work, rose quickly into sales and finance, and credits mentors and a personal "book" of lessons—reminders of what he vowed never to do as a future GM. He explains how authentic recognition, visibility, accessibility, and individualized motivation create trust, accountability, employee retention, and a stronger customer experience, emphasizing that culture drives sustainable results and OEM metrics. He also outlines a social media approach focused on real people, entertainment and education over constant ads, and says he wants to be known for treating people well and assembling elite teams. 00:00 Don't Forget Your Book 00:19 Podcast Intro 00:44 Meet Greg Stegman 02:09 From Restaurants to Cars 05:19 Dad's Influence and Integrity 07:39 Chasing the Finance Office 11:09 Mentors and the GM Notebook 14:19 Becoming GM and Staying Grounded 16:50 Authentic Recognition and Trust 20:51 Personalized Leadership and Motivation 24:37 Culture Drives Customer Experience 29:31 Circle of Trust and Cici's Concept 31:56 Welcome to CiCis 33:01 Make Guests Feel Seen 33:59 Culture Meets Conflict 35:17 Accountability Builds Trust 36:28 Lead With Care 38:07 Saying I Love You 38:21 Family Roots of Empathy 42:58 Circle of Trust 43:44 Social Media With Culture 48:59 Content Mix That Works 50:36 Jab Jab Right Hook 53:16 One Habit for New GMs 56:11 Legacy and Closing Connect with Gregg: Instagram: www.instagram.com/htown.carguy/ Facebook: www.facebook.com/gregg.stegman/ LinkedIn: www.linkedin.com/in/stegmangregg/

March 24, 2026Episode 3750 min

Her Grandfather Helped Build Chrysler, Now She's Leading the Industry | Katie Naughton

In this episode of the Sensei Playbook, Katie Naughton shares her upbringing in an automotive family, including a grandfather who rose through Ford with Lee Iacocca and helped turn around Chrysler, and a father who ran Mike Naughton Ford for 47 years and modeled hard work, relationship selling, and customer-first service. Katie describes carving her own path, training through NADA Dealer Academy, then moving to Toronto at 32 to buy and operate a Kia dealership as part of the less-than-1% of female dealer principals, navigating intimidation in a male-dominated industry by reading the room and building allies. She explains shifting from a tough management style to employee-first leadership, removing toxic performers, and using culture standards like constant hospitality and "Cinderella doesn't have a bad day." After COVID border constraints, burnout, and selling both the family Ford store and later her Kia store, she joined DSMA to guide M&A and valuations, and founded Drive Her Forward to provide deeper, community-based leadership development for women. 00:39 Introduction 01:55 Growing Up in the Car Business 12:38 Navigating as a Female Dealer Principal 16:03 US vs Canada Operations 16:58 Leadership Evolution 24:18 Building Culture 27:55 The Decision to Sell 38:05 Drive Her Forward 49:21 Legacy and Impact Connect with Katie Naughton Website: https://www.driveherforward.com/ LinkedIn: https://www.linkedin.com/in/katiemnaughton/ Watch more episodes of The Sensei Playbook Podcast: https://www.youtube.com/playlist?list=PLiR2e-qlKR_6tb99b9j2kuiovVry89fCL

October 6, 2025Episode 3652 min

The Secret to 5-Star Dealership Experiences with Jean Reitelbach

In this episode of the Sensei Playbook Podcast, Chris Snellgrove interviews Jean Reitelbach, a seasoned automotive marketing strategist with over 12 years of experience in the industry. Jean shares her journey from traditional marketing to automotive marketing, emphasizing the need for a strong connection between brand and operations. She discusses her role as an independent consultant assisting organizations in amplifying their brand messaging and operations. Jean also highlights the importance of leveraging technology, developing proactive strategies, and fostering a trust-based team culture in dealerships. The conversation delves into effective reputation management, conflict resolution, using reviews as data points, and the potential of AI tools in enhancing customer experience.

April 28, 2025Episode 3543 min

Inside the Auto Industry with Veteran Larry Feldman: Recruitment, Training, and Insights

Welcome to The Sense Playbook! In this episode, we sit down with Larry Feldman, a 30-year veteran of the automotive industry. With experience ranging from salesperson to dealer principal, Larry shares his passion for recruiting, training, and developing talent within dealerships. We discuss his recent busy schedule, including training sessions across states and handling over 100 ads for various dealership positions. Larry also opens up about his positive experience at NADA, the importance of customer experience, the symbiotic relationship between sales and fixed operations, and his philosophy on staying optimistic and hard-working in the industry. Additionally, Larry and Chris Snellgrove discuss the value of video testimonials and effective customer engagement strategies. Don't miss out on Larry's invaluable insights and upcoming events aimed at enhancing dealership operations.

February 24, 2025Episode 3458 min

Creating Extraordinary Customer Experiences: Lessons from World Record-Holder Ali Reda and Trainer Damian Boudreaux

In this episode of the Sensei Playbook, listeners are treated to an invaluable discussion with Ali Reda, the current world record holder for the most cars sold in a year, and his mentor Damian Boudreaux, a top automotive trainer in the US. They delve into the transformative power of relationship selling, emphasizing the importance of community involvement, personalized customer care, and the immense value of believing in one's potential. Ali shares his journey from selling 30 cars a month to over 100, attributing his success to a customer-centric approach that avoids transactional sales methods in favor of building lasting relationships. The episode provides actionable insights for general managers of car dealerships on enhancing customer experience and leveraging community engagement for sustainable success in the automotive industry. Auto Training Academy - https://autotrainingacademy.com/ Damian Boudreaux - https://damianboudreaux.com/ Reputation Sensei - https://reputationsensei.com/

January 15, 2025Episode 331 hr 2 min

Automotive AI: Driving Change with Tim Hayden's Insights

Welcome back to the Sensei Playbook! In this exciting episode, our host Chris sits down with Tim Hayden, the CEO and founder of Brain Trust Partners. Tim shares invaluable insights into transforming the automotive industry with AI and data-driven strategies. Discover how to train AI models securely to know your business, improve customer experience, and boost sales. Learn about the critical role of data, entity resolution, and personalized engagement in modern marketing. Whether you're a general manager or owner of a car dealership, this episode is packed with actionable insights to elevate your business. Don't miss out on this deep dive into the future of automotive marketing!

November 18, 2024Episode 321 hr 9 min

From Sales to Service: Peter Smith's Blueprint for Transforming Dealership Experiences

Peter Smith, founder and managing partner of Lion Partnership, shares his extensive journey in the automobile industry, from his early love for cars to building a successful consulting service aimed at transforming the industry. During the discussion, Peter recounts his innovative approaches in car sales, touching on his role at Ford in Europe, as well as his remarkable success in selling a large volume of Volvos across the U.S. Peter emphasizes the importance of improving customer experience and the necessity for change in dealership operations, advocating for transparency, trust, and better training for dealership staff. He criticizes the traditional fear-based models and highlights a need for a more customer-centric approach. Peter also delves into the role of technology and social media in modernizing the sales environment and stresses the significance of internal culture in affecting external customer perceptions. His ultimate goal is to create a more respectful, efficient, and trustworthy car-buying experience.

September 12, 2024Episode 3140 min

Mastering Customer Engagement with Steve Roessler: A Deep Dive into Sales Strategies and CRM Innovations

This episode of the Sensei Playbook features Steve Roessler, a Chief Evangelist Officer with a deep background in technical sales and the medical industry, who transitioned to serving the automotive industry. Steve discusses the importance of customer engagement over traditional metrics in automotive dealerships and shares insights on how modern tools like AI, video messaging, and CRM platforms such as DriveCentric can vastly improve customer interactions and engagement rates. The conversation also touches on the cultural shift required in dealerships to prioritize customer behavior and experience to achieve higher sales and better retention. The podcast is aimed at professionals in the automotive dealership industry, emphasizing the role of effective customer communication, reviews, and testimonials in building trust and driving referrals.

August 27, 2024Episode 3044 min

Revolutionizing Automotive Sales with Katie Mares: The Power of Exceptional Customer Experience

This episode of the Sensei Playbook Podcast features Katie Mares, a motivational speaker, best-selling author, and customer experience designer. The discussion focuses on enhancing customer experience in the automotive industry, particularly when selling to women. Key points include the importance of genuine human interactions, the five steps to a five-star experience, and the physiological and psychological differences between male and female consumers. Katie shares her inspiration drawn from her own negative car-buying experiences and her drive to create inclusive environments. The episode also touches on utilizing social media effectively and the role of storytelling in customer relations. Katie discusses her nonprofit work with 'Ladies Take Control' and upcoming events designed to train car dealers on experience design. Links: Ladies Take Control: http://www.ladiestakecontrol.com/ The Power of Experience: www.thepowerofexperience.ca Ladies Take Control pod: https://www.podpage.com/LTC/ Katie's Instagram: https://www.instagram.com/katiemares TEDx Tickets: 2024 TEDx Southlake | Innovating the Human Experience, tickets available: https://www.tedxsouthlake.com/event-details-registration/2024-conference-innovating-the-human-experience

July 18, 2024Episode 291 hr 8 min

Transforming Dealerships: Secrets of Customer-Centric Success with Derek Simonds

In this episode of the Sensei Playbook podcast, the hosts interview Derek Simonds, a Brazilian Jiu-Jitsu black belt and former COO of Ziegler Automotive, now Executive Vice President at a Silicon Valley AI communications platform company. Derek shares his extensive experience in the automotive and technology sectors, discussing the transformative impact of AI on the automotive industry. Topics include improving customer experience, tackling communication challenges in dealerships, staff retention, and high turnover rates. Additionally, Derek draws parallels between his martial arts journey and his business tactics, emphasizing dedication and a competitive spirit.