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The Dealer Playbook

The Dealer Playbook

Hosted by Michael Cirillo

BusinessManagementMarketingLeisureAutomotiveInterviews guests
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Episodes

719

Latest episode

Aug 2026

Language

EN

About the show

The Dealer Playbook is the podcast for serious automotive professionals. The ones who think beyond the transaction. Hosted by Michael Cirillo, now in its 12th year, The Dealer Playbook delivers straight-talk conversations with the dealers, operators, and leaders who are actually building something. If you run a store, lead a team, or are building a career worth having, this is your show. New episodes every week. Follow so you don't miss one.

Listen to episodes

60 recent
August 11, 202635 min

“What’s the Next Move” — How Top Car Sales People Stay Ahead of the Market | Andrea Anderson, Cadillac Sales Consultant

This week Michael talks with a Cadillac Sales Consultant at Andrews Cadillac in Brentwood, Tennessee, who spent years ranked in the top 100 nationally before ever posting online, and then built 150,000 followers in a single year without her numbers dropping.She walks through the moment she realized being good at her job wasn't enough to stay on top. She needed more people to know it. That's the shift that started everything, from her first clumsy videos to a system that now brings buyers in already trusting her. She also talks candidly about a cancer diagnosis during pregnancy, why she stopped tying her worth to whether she sold a car that day, and how she holds firm boundaries (home by 5, no Saturdays) while still outselling reps working six days a week.You can find her as AndreaSellsCadillac across platforms, or reach her directly through Andrews Cadillac in Brentwood.Michael's takeaway: the top of your market isn't a finish line, it's the point where you have to ask what got you here won't keep you here, so what's next.Timestamps(00:00) Rapid Growth Setup(00:49) Sponsor Message(04:05) Early Sales Lessons(06:55) Fitness To Dealership(08:31) Abundance Mindset Origins(11:20) Cancer Perspective Shift(16:25) Why Social Media Started(19:59) Hooking Viewers Fast(22:46) Reps And Authenticity(26:22) Cost Of Top Performer(29:23) Why Customers Choose Her(31:36) Boundaries And Balance(34:36) Connect And Wrap Up

August 4, 202635 min

"1.8% Of Clicks Are Paid" - The Traffic Every Dealer Is Leaving On The Table | Matt Copley, Co-Founder & CRO of Hrizn

Most dealers are fighting over a sliver of traffic while the majority goes unclaimed. Matt Copley, Co-Founder, Chairman, and Chief Revenue Officer of Hrizn, joins Michael to unpack it. With over 25 years across media, adtech, and martech, including a decade working inside retail automotive itself, Matt's built a career watching how dealers show up online, and now builds the platform to fix it.They dig into a number pulled from SparkToro, Datos, and Semrush: paid clicks only account for 1.8 to 4.9% of all clicks after a search. The rest is organic, and it's where the real opportunity sits. They get into why chasing hundreds of keywords through an outside SEO vendor is a losing fight, how a simple wearable AI note taker can capture a service writer's or product specialist's knowledge with zero extra work, and a mistake already live on plenty of dealer sites right now: unchecked AI-generated vehicle descriptions.Connect with Matt Copley on LinkedIn, or head to Hrizn.io for their resource library on content and search, open to anyone whether they're a customer or not.Michael's takeaway: stop fighting for the 2%. The 98% is already there, and it's free.Timestamps(00:00) Stop Chasing Keywords(01:13) Sponsor Message FlexDealer(02:38) Content Lives In Store(03:30) Outsourced Content Problem(07:12) Capture Expertise With AI(09:10) Search Everywhere Strategy(14:48) Paid Vs Organic Flip(20:08) Social As Infrastructure(23:09) People Over Brands(28:54) Fight AI Content Slop(35:38) Podcast Outro

July 28, 202656 min

“Ten Cars Does Not Work” - The Habits Behind Higher Car Sales | Raul Tomsa, Client Advisor at Motor Werks

Average production has a cost, and it usually shows up long before someone notices it in their paycheck.After 18 years in automotive retail, Raul stepped away from the general sales manager position and returned to the showroom floor as a client advisor. He wanted to reconnect with the customer experience and find out what separates someone selling ten cars a month from someone consistently producing 20 or more.Raul explains why average producers often wait for perfect deals, avoid low-gross opportunities, and talk themselves out of transactions before the customer ever does. High performers keep stacking deals, serve every customer well, and understand that one additional sale can unlock thousands of dollars in volume bonuses.He also shares why personal presentation matters, how helping coworkers strengthens the entire store, and why operating like an owner can make you more valuable regardless of your title.The conversation moves into social media, where Raul breaks down how educational content creates real business. One video about the G-Wagon market led to a factory order, an interim lease, and a referral who purchased another vehicle.Raul is a client advisor with 18 years of dealership experience and the creator behind Vincierge. Connect with him on Instagram, TikTok, and Facebook at @vinciergeMichael’s takeaway: Average is expensive. Stop waiting for better opportunities and become better at serving the opportunities already in front of you.Timestamps00:00 Intro00:48 Dealer Playbook Support02:10 Why He Returned08:41 Can Connection Be Taught15:37 Play by the Rules19:39 Leadership Advantage26:52 Money Versus Meaning29:03 From 10 to 40 Cars35:00 Service First Selling40:56 Social Media Reality42:06 Content That Sells49:29 Authenticity Over AI51:48 Right People Not Viral55:25 Wrap Up and Connect

July 21, 202644 min

"We Solved a Huge Problem" — How This 17-Store Group Decides What to Fix First | Gary LaDue, Marketing Dir. Modern Auto

Every operator has felt it: too many fires, no clear order of attack, and the creeping sense that whatever you fix first is a guess.This episode centers on a simple decision-making framework: plot every project against how easy it is to achieve and how big the return would be, then go after the highest-value, lowest-effort work first. It's borrowed straight from corporate America, and it works because it's simple.The conversation walks through how that framework actually shapes daily decisions, why testing to optimize beats constantly chasing the next new tool or vendor, and how to know which problem in front of you actually deserves your attention first.The takeaway: you don't need more tools to fix operational overwhelm. You need a filter for what's actually worth solving first.Timestamps(00:00) Intro(00:31) Show Support and Free Book(01:58) From Paper Brands to Career(07:19) Digital Tools vs Efficiency(10:49) Practical AI Across 17 Stores(12:47) Scaling Social Video with AI(20:18) Optimize Vendors and People(23:47) Value Still Wins(24:24) Defining Good Human(24:54) Respect And Listening(30:41) Longevity Through Uncertainty(33:29) Consent And FTC Compliance(36:14) AI Adoption And Fatigue(37:28) Responsible AI Guardrails(42:08) Connect With Gary(44:05) Final Thanks And Outro

July 14, 202642 min

“39 Cars To 62” - How A Store Fixed A Decade-long Sales Plateau In 60 Days | Jonathan Dawson, Dealer Principal at Cherokee Mitsubishi

Jonathan Dawson has spent over 20 years training dealerships as the president and founder of Sellcology and co-founder of the Pinnacle Society. A year ago, he became an owner and operator himself at Cherokee Mitsubishi.This episode centers on one story: a 10 year veteran salesperson who'd been chasing 40 cars a month for a decade, topping out at 39, and told Jonathan flatly that the only way to get there was to fire five coworkers and add more staff and inventory. Jonathan walked him through a simple math exercise instead, built entirely off the salesperson's own best single day. Two months later, he sold 62 cars. No new hires, no new inventory.Jonathan also gets specific about the moment he had to write up his own top performer twice in two days, why he didn't let it slide even though it stung more than he expected, and the principle he now runs his store by: you either raise your people to your standard, or you eventually lower your standard to your people.Michael's takeaway: the ceiling most salespeople hit isn't a real ceiling, it's a number they made peace with a long time ago, and the fastest way to break it is math, not motivation.(00:00) Standards Dilemma(00:45) Show Support And Free Book(02:11) TikTok Prodigy And Stewardship(04:08) Stewardship Defined With Examples(08:24) Self Accountability And Value(11:56) Building Owners In Business(14:50) Dealer Principal Hard Lessons(19:01) Non Negotiables And Accountability(21:58) Vision And Personal Branding(30:45) Unlocking Bigger Potential(36:12) Motivation And Kingdom Impact(39:25) Connect And Closing Remarks

July 7, 202643 min

"175 to 400 Cars a Month" — The Used Car Reframe That Changed Every Department | Rob Dell, VP at Bob Ruth Ford

Rob Dell runs a Ford store in a town of just 2,700 people, boxed in by a competing Ford dealer every seven miles. Instead of fighting for new car volume he could never win, he rebuilt his store around used cars, taking monthly volume from around 175 to close to 400.Rob Dell is the Vice President at Bob Ruth Ford, and he's spent almost 30 years figuring out what actually makes a dealership work. In this episode, Rob breaks down the shift in thinking that made that growth possible. He explains why he stopped chasing a flat front-end profit number on every deal and started valuing every trade at a baseline of $3,500 once service, parts, and finance are factored in. He also gets into the historical data his buyers use to price a used car before it ever hits the lot, the five-thousand-dollar rule that keeps his team taking smart risks, and the six-person pod structure that keeps every manager focused without being stretched too thin.You can connect with Rob on LinkedIn, where he posts regularly about the real numbers at his store, wins and losses included.Michael's takeaway: the number that matters isn't how many cars you sell. It's understanding what one deal is actually worth once every department gets its share.Follow The Dealer Playbook so you never miss an episode.(00:00) Championship Mindset(00:53) Sponsor Message FlexDealer(02:19) Accidental Start In Cars(03:58) Choosing The Right Mentors(06:49) Building Teams In Pods(12:21) Leadership View And AI(14:56) Quality Service Wins(19:31) Used Cars Strategy Shift(22:24) Buying Used Cars With Data(25:49) Variable Vs Fixed Alignment(33:38) No Excuses Who Said(37:30) Learning From Mistakes(40:47) Bison Mentality Closing(41:57) Connect And Wrap Up

June 30, 202642 min

“My Team Will Adapt at the Drop of a Dime” — The GM Playbook for Leading When You Don’t Have All the Answers | Charlie Spradlin, GM Art Moehn Auto Group

There's a moment in this conversation where Charlie Spradlin says something most GMs would never admit out loud, and it's the reason his multi-rooftop dealer group keeps adapting faster than everyone else around him. He's not running things the way you'd expect for someone breaking records the way he is. This episode gets into how he actually leads his team through constant market shifts, what's really going on with his pay plan, and the one thing he had to let go of to get his store to where it is now.What you'll get from this episode:The mindset shift that changed how fast Charlie's team responds to a changing marketWhat's actually behind his pay plan, and why it's not what most dealers expectThe one thing Charlie had to give up to grow past where he was stuckA different take on what real trust looks like between a GM and their teamCharlie Spradlin is GM at Art Moehn Chevrolet Honda, where he's grown a multi-rooftop dealer group while protecting net profit through constant market shifts.Follow The Dealer Playbook so you never miss an episode.(00:00) What's Coming(00:51) Sponsor Message FlexDealer(02:22) Origin Story Into Auto(05:37) Climbing To General Manager(06:38) Mentors And Proximity(08:38) Discomfort And Humility(12:34) Post COVID Challenges(14:19) Vulnerable Leadership(17:32) Big Picture Perspective(25:50) Pay Plans And Culture(29:22) Running Into Storms(31:59) Used Car Inventory Fix(34:53) Architect Not Operator(40:52) Closing And Connect(41:51) Final Outro

June 23, 202623 min

"There is money to be made" — Unlocking Profit in the Used EV Market — Ryan Osten, Co-Founder & CEO at Lyteflo

Is your dealership struggling to move used EVs while your competitors are banking big? It's time to stop letting inventory sit and start capitalizing on the massive opportunity in the pre-owned electric vehicle market.In this episode with Lyteflo Co-Founder and CEO Ryan Osten, you'll discover:Why used EVs are consistently delivering up to $5,000 in total gross profit per unit.The critical operational changes needed to stop inventory from aging out.How to leverage battery health reports to build trust, boost sales, and drive fixed ops revenue.The specific questions modern EV buyers are asking and how to equip your team to answer them confidently.Actionable strategies to gain a significant competitive edge in automotive retail for the next 12-24 months.Ryan Osten, Co-Founder and CEO of Lyteflo, provides EV sales and merchandising tools to help car dealerships confidently sell more electric vehicles.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Used EV Gross Opportunity03:05 EVs Sitting on Lots Costs05:01 Why Dealers Struggle With EVs07:28 EV Test Drive Done Right09:58 Battery Health and Buyer Questions14:02 Service Retention Without Oil Changes17:15 How Battery Checks Work OBD19:39 Used EV Market Boom and Margins23:05 Connect With Ryan and Wrap Up23:36 Podcast Outro and Subscribe

June 16, 202636 min

"The middle ground" — How Smart Dealers Use AI Beyond Hype or Fear | Michael Cirillo, CEO at FlexDealer

Are the "AI zealots" and "AI doomsayers" clouding your judgment about what artificial intelligence actually means for your automotive retail business? It’s time to move beyond the hype and fear and discover the practical, actionable ways AI can elevate your dealership and refocus your team on what truly matters: human connection.What you will get from this episode:- Understand how AI can free up time from monotonous tasks, allowing your team to focus on meaningful customer interactions.- Learn how top performers are using AI to analyze CRM data, identify customer trends, and enhance sales strategies.- Discover practical applications for departmental leaders to transition from "operator" to "architect," empowering their teams.- Gain clarity on how to utilize AI to build a more effective, human-centric dealership culture.Join Michael Cirillo, Host of The Dealer Playbook, as he shares tangible examples and strategies from his own experience and from leading automotive professionals on leveraging AI to scale the human element in your business.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Intro02:10 Hype vs Zealots02:51 Internet Disruption Story10:32 Finding the Middle Ground13:03 Watching Claude Ad15:05 Ad Breakdown and Narrative20:35 AI Scales the Human24:25 Dealer AI Morning Brief28:43 CRM Data Sales Insights31:44 GM Delegation with AI32:56 Three Practical Use Cases34:24 Final Takeaways and Outro

June 9, 202612 min

"Inventory as a Catalyst" — Why Inventory Is Still Your Most Overlooked Lever | Dan Collingridge, CTO At Flex Dealer

Are you still relying on outdated inventory practices that drain your profits and time? Many general managers and dealer principals dismiss inventory operations as "not super exciting problems," yet these foundational issues are costing your dealership hundreds of thousands in wasted ad spend and lost sales opportunities. It's time to stop the bleed and optimize where it matters most.Here's what you'll get from this episode:Understand why focusing on "unsexy" inventory problems is critical for dealer growth and profitability.Learn how clean, accurate data flows directly impact your advertising effectiveness and bottom line.Discover how modern tools, including AI, integrate with, rather than replace, the human element in automotive retail.Identify how to verify and merchandise your inventory more efficiently to sell more cars.Dan Collingridge, CTO at FlexDealer and LiftKit, brings decades of experience developing technology solutions to optimize inventory management in automotive sales.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Intro00:40 CTO Take on AI02:51 AI Plateau Outlook05:28 Discernment and Youth06:54 Inventory as Catalyst08:14 Solving Dealer Data Flow08:47 Why Inventory Matters10:22 AI for Inventory Analysis12:12 Wrap Up and Subscribe

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