The Dealer Playbook

In this episode, my guest is Nick Askew, CEO of Space Auto— a guy who went from composing music to selling cars to building game-changing tech for dealerships. Yeah, you read that right. His journey proves that creativity, sales, and innovation are more connected than we think—and that fresh thinking might be exactly what the auto biz needs right now.Nick and I dive into the good stuff—big ideas, bold perspectives, and the kind of convo that makes you stop and go, “Huh… never looked at it that way before.” Plus, the man’s got a row of guitars behind him, so you already know he’s cool. This is one of those conversations that will change the way you think about sales, tech, and the future of automotive.Bottom line? This episode will challenge the way you think about sales, business, and the future of automotive.- - -This Episode's SponsorFlexDealer 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 LinkedInFollow on YouTubeFollow on Facebook

In this episode, my guest is Luke Lunkenheimer, the President of Paid to Persuade, and let’s just say… his road to success wasn’t exactly a straight line. Before becoming a persuasion expert and sitting at the table with guys like Tai Lopez and Brad Lea, Luke took a few, uh… detours but we’ll get to that. But here’s the crazy part—his past is exactly what shaped him into the sales and leadership expert he is today. We’re talking about a guy who went from getting locked up to unlocking next-level sales strategies—and his journey will make you rethink everything you know about persuasion.In this episode, we uncover: How Luke went from incarceration to industry leader (his story will leave you speechless) Why most salespeople get persuasion wrong—and how to fix it The BIG 3 questions that make closing effortless How trust and authenticity will outsell any gimmick The real reason people hesitate before buying—and how to break through itThis conversation is real, raw, and packed with insights that can transform the way you sell, lead, and do business. Plus, Luke drops some absolute mic-drop moments that will have you rethinking how you approach deals.- - -This Episode's SponsorFlexDealer 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 LinkedInFollow on YouTubeFollow on Facebook

In this special episode, I pay tribute to my friend and industry icon, Jim "The Alpha Dawg" Ziegler.  If you’ve been in the car business for more than five minutes, you probably know his name—or at the very least, you’ve heard his unmistakable voice calling it like it is. Jim was one of a kind, and his impact on the industry, and on me personally, is something I won’t soon forget.   And because his words still carry weight today, I’m including a full replay of our last conversation on the podcast—a conversation that remains one of the most downloaded and listened-to episodes  in The Dealer Playbook’s history.  Jim Ziegler left behind a legacy that stretches far beyond the automotive industry. His influence, his mentorship(because let’s be honest, Jim wasn’t afraid to say what needed to be said) and all that contributed to making this industry better.  Thank you, Jim. - - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

In this episode, my guest is John Dwyer—a marketing enigma known for crafting “way-outside-the-box” customer attraction strategies.John is the brains behind campaigns that have turned entire industries on their heads. He’s the guy who got Jerry Seinfeld out of retirement for an ad campaign (seriously, who does that?!), and he’s been helping businesses attract customers like a magnet without ever relying on discounting.And in this episode? We’re pulling back the curtain on how he does it. Why price discounting is a race to the bottom (and what to do instead)The insane power of incentives (He literally helped a car dealership achieve its biggest sales month in history—without dropping a single price)How to stand out in an industry where everyone is offering the same thing (No more “free oil changes” that no one cares about)Why persistence beats intelligence—John shares the exact strategy that landed him the Seinfeld deal, and trust me, it’s a game-changerIf you’ve been wrestling with how to stand out in today’s crowded market, John’s unconventional wisdom is exactly what you need. Hit play now and get ready to think differently about marketing forever!- - -This Episode's SponsorFlexDealer 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 LinkedInFollow on YouTubeFollow on Facebook

In this episode, my guest is Bradley Gelber—the digital media and content marketing mastermind at West Herr Auto Group, the largest privately-owned dealer group in New York.Now, let me ask you something… Does your dealership’s online presence actually stand out? Or are you just another brand blending into the endless scroll of sameness?Here’s the brutal truth: Most dealerships treat social media like a digital billboard, and it’s killing their engagement. But Brad? He gets it. He’s built a brand that doesn’t just post—it actually connects with people. And in this conversation, he’s breaking down exactly how he does it.We get into:Why storytelling is your biggest marketing weaponThe truth about AI in marketing—is it a powerful tool or just a shortcut to soulless content?How to build a brand voice that actually means something instead of regurgitating the same old “best deals in town” phraseThe one type of content that consistently gets massive engagement Why perfection is overrated—and how scrappy, real, behind-the-scenes content will outperform a polished, overproduced video every timeIf you’re tired of dealership social media being boring, transactional, and ineffective, this episode will challenge you to think differently. Because the dealerships that win online aren’t just shouting about deals—they’re building brands that people actually care about.- - -This Episode's SponsorFlexDealer 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 LinkedInFollow on YouTubeFollow on Facebook

In this episode, my guest is Chance Mayfield, founder of Carfluent - we sit down to talk about how dealerships can better connect with Spanish-speaking buyers, create a seamless customer experience, and ultimately drive more sales.Here’s the deal… The Spanish-speaking car market in the U.S. is MASSIVE yet it remains one of the most underserved consumer groups in the auto industry. Dealers are either ignoring it or flat-out getting it wrong. And that? That’s leaving a TON of money on the table.Here’s what we cover: The biggest mistakes dealers make when marketing to Spanish-speaking customers Why just “translating” your website isn’t enough (and what ACTUALLY works) How to eliminate the “fire drill” that happens when Spanish-speaking customers call in Why staffing up the right way can transform your sales numbers The hidden opportunity that most dealers don’t realize exists—and how to capitalize on itThe kicker? The U.S. is the second-largest Spanish-speaking country in the world after Mexico—yet most dealerships aren’t making the right moves to serve this massive customer base. The dealers who lean in and get it right are seeing insane close rates and next-level referrals.If you’ve ever wondered how to stand out in a competitive market and tap into a high-intent, high-ROI customer base, this episode is for you.- - -This Episode's SponsorFlexDealer 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 LinkedInFollow on YouTubeFollow on Facebook

In this episode, my guest is Brian Kramer, EVP of Dealer Growth & Success at Cars Commerce. Brian has a unique perspective—he’s got eyes on thousands of dealerships, millions of VDPs, and the real numbers behind what’s working (and what’s not). We dive into some game-changing insights about how dealers can stop guessing and start measuring their online road to the sale, fix inventory inefficiencies, and finally connect the dots between marketing, CRM data, and actual sales.Now, here’s the thing—we all think we have a process. But if we’re being honest, a lot of our workflows are not really that intact, somehow, leads are still slipping through the cracks. Half the time, customers are bouncing off broken experiences on our websites, and we’re left wondering why closing rates aren’t what they should be.Meanwhile, the top-performing dealers? They’re not doing more—they’re doing less, but better. They’ve mastered the pain of discipline—refining their processes, eliminating inefficiencies, and ensuring that every lead, every trade-in, and every digital interaction actually leads somewhere. That’s the difference between guessing and making data-driven decisions that actually move the needle.If you’re ready to tighten up your process, stop overspending, and get a clear roadmap for making your online showroom work as efficiently as your physical one, this episode is a must-listen. Brian shares some simple but powerful shifts that can save time, money, and frustration.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

Tariffs. Chaos. Panic. The sky is falling! Or… is it?If you’ve been anywhere near the news lately, you’ve seen the headlines. “Tariffs are coming! Businesses are doomed!” And yeah, for a hot minute, it looked like we were in for a wild ride. But then—mid-recording, literally while the cameras were rolling—everything changed. The news flipped. No tariffs (for now). Just like that.And that right there is the problem.We live in an industry that thrives on fear and uncertainty. But here’s the reality: the businesses that thrive—no matter the market, politics or economy—don’t react to uncertainty. They prepare for it. They invest in their people, they stay laser-focused on what they can control, and they don’t waste time chasing what everyone else is doing.So, the question is: Are you playing defense, waiting for the next crisis to knock you down? Or are you building a business that wins no matter what? Hit play. Let’s talk strategy. - - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook

In this episode, my guest is Justin Friend, Senior VP at Dealers United; today, we’re going to talk about why social media is one of the most powerful yet underutilized tools for dealerships looking to sell more cars. Think about it. If a customer walks into your showroom and feels like they know your team before they even shake your hand, the sale is already halfway done. And that’s exactly what today’s best dealers are figuring out—your ad strategy isn’t just about selling cars; it’s about making customers feel like they’re part of something real.That’s why this episode with Justin Friend is a must-listen. We’re diving deep into how top dealers are winning with personality-driven marketing, and why your dealership’s biggest advantage is NOT your inventory—it’s your people.If you’ve ever wondered how to make your dealership’s ads actually connect with real people—and not just disappear into the noise—this episode is for you.- - -This Episode's SponsorFlexDealer 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 LinkedInFollow on YouTubeFollow on Facebook

Today’s recap is comin’ at you straight from the iconic Sazerac House in New Orleans—a legendary spot where the ASOTU More Than Cars party went down last night.  (If you missed it, let’s just say the energy was off the charts)But let’s talk about what went down on the trade show floor today because that’s where the magic happened.The theme of the day? Efficiency.Dealers are looking at 2024 as a reset—a chance to shake off what hasn’t worked and use this year as a launching pad for 2025. The buzz isn’t just about working harder; it’s about working smarter. From streamlining service departments to rethinking HR and finance processes, efficiency is the name of the game. And here’s the game-changer: involve your team early.If you want new processes to stick, don’t roll them out like a surprise party. Bring your team into the conversation right from the start.The earlier they’re part of the plan, the more they’ll own the outcome. And as always, we’ll keep you posted with the Day 3 recap tomorrow. Stay tuned! - - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook