The Dealer Playbook

Hosted by Michael Cirillo

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710

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Jun 2026

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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.

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60 recent

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Are you still relying on outdated inventory practices that drain your profits and time?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

June 2, 202616 min

"$400 A Transaction" — Boosting F&i Profit With Data-driven AI | Adam Marburger, CEO at Ascent Dealer Services

In this episode, automotive F&I expert Adam Marburger reveals how leveraging data and accountability is generating a nearly $400 lift in F&I PDR per transaction for dealerships. Discover how top-performing dealers aren't chasing the next shiny object, but instead focusing on human capital and systematic processes to protect and grow their bottom line.What you will get from this episode:Understand why F&I is now a retention *and* profit center for your dealership.Learn how to identify and fix overlooked process gaps in your F&I department.Discover how AI isn't just hype—it's a powerful tool for F&I accountability and coaching.Strategies for investing in your team to drive consistent F&I performance and dealer growth.Why accountability, even when it "stings," is the key to unlocking hidden revenue.Adam Marburger, CEO at Ascent Dealer Services, brings years of experience in automotive retail and F&I training to help dealers optimize their profit centers.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Intro01:08 Why F&I Matters Now02:21 Retention Through Relationships03:13 Scripts vs Real Connection04:28 Process and Accountability05:36 Why Accountability Hurts07:53 Growth Mindset Over Time11:27 Avoiding Work With Shiny Tools11:54 AI That Enforces Process13:42 One Shift Protect Margins15:29 Connect and Wrap Up15:45 Podcast Outro

May 26, 202617 min

"The Gap Is Widening" — Predicting WHO Wins And Loses In Today's Auto Market | Glenn Lundy, President 800% Elite Auto

In today's rapidly changing automotive retail landscape, are you positioning your dealership for unprecedented growth or an inevitable decline? Many long-standing car dealerships are facing a market that’s poised to create a “bloodbath for many,” while simultaneously launching others to unprecedented success. The question isn't 'if' the market will change, but whether you're ready to be the catalyst.Here’s what you’ll get from this episode:Rethink your time: Understand the critical difference between 'spending' and 'investing' time in your dealership operations and personal life to drive higher returns.Embrace the catalyst mindset: Discover why you are the biggest factor in your dealership's success or failure, regardless of external circumstances.Navigate the coming shift: Get a direct, unvarnished prediction of the market forces that will separate the thriving from the struggling in the next 12-24 months.Future-proof your dealership: Learn what foundational shifts are necessary to compete against major players and maintain relevance in a consolidated market.Glenn Lundy, President and Founder of the 800% Elite Automotive Club, shares his hard-won insights on the foundational principles that truly move the needle in dealership leadership.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Intro01:24 Invest Time Mindset02:51 Dealership ROI Meetings04:16 You Are the Catalyst05:31 Morning Routines and Control07:48 Why Stories Before Strategies09:54 Industry Bloodbath Ahead12:12 Carvana Franchise Strategy14:17 Fighting for Opportunity15:47 Connect and Closing17:09 Podcast Outro

May 19, 202625 min

"Billion Miles of Data" — How AI Finds Hidden Profit In A Flat Market | Greg Uland, VP of Marketing, The Reynolds and Reynolds

Are you leaving money on the table in a flat market? While some see limited growth, others are leveraging technology to find profitability others miss. The key isn't working harder, it's working smarter.In this episode, Greg Uland, VP of Marketing at The Reynolds and Reynolds, reveals how unified data and AI can transform your dealership's operational efficiency. He breaks down how AI goes far beyond chatbots, tapping into every data point to maximize profit on every single vehicle and service interaction.What you will get from this episode:Understand how robust AI provides a competitive edge in today's no-growth automotive retail climate.Discover how unified data is the non-negotiable foundation for effective AI strategies that impact your bottom line.Learn how to identify hidden profit opportunities in your inventory, F&I, and fixed ops departments.Gain insights into reconciling new AI possibilities with the "people, process, technology" mantra of dealership leadership.Anticipate future cybersecurity watch-outs and infrastructure considerations for AI adoption without fear.Greg Uland is the VP of Marketing at The Reynolds and Reynolds Company, bringing a wealth of knowledge on automotive technology and data integration.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Dealers and AI Reality00:18 Unified Data Foundation02:18 AI Beyond Chatbots05:01 Flat Market Efficiency Play08:41 Dynamic Pricing and Inventory12:50 AI Flywheel Use Cases19:33 Cloud vs On Prem Future22:01 AI in Marketing Workflows24:36 Connect and Closing

May 12, 202621 min

"Own your backyard" - The Fastest Way to Increase ROI In Your Dealership | Troy Spring, Founder Dealer World

Is your dealership spending more on ads but selling fewer cars?Many automotive retail leaders pour massive budgets into marketing, hoping to generate more traffic, only to find their ROI shrinking. What if the answer isn't "more" but "smarter" – starting with your own backyard?From this episode, you’ll discover:Why "owning your backyard" is the most profitable, yet overlooked, growth strategy in automotive sales.How to audit your current lead processes to find and plug the leaks in your sales funnel *before* you increase ad spend.The three non-negotiable accountabilities that drive success, and how to identify where your team is falling short.Why returning to foundational sales principles, not chasing shiny new tech, is the key to sustainable dealer growth.Troy Spring, CEO and Founder of Dealer World and Co-founder of Dealer Funnel, shares decades of expertise on optimizing dealership operations and marketing for maximum ROI.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Meet Troy Spring00:35 Why Basics Still Win03:41 Sales Is an Art04:26 AI Hype vs Process04:59 Traffic Is Not the Fix06:55 Audit the CRM Funnel14:51 Own the Backyard17:07 Mail Your Database19:02 Built on Fundamentals20:03 Connect and Wrap Up20:47 Podcast Outro

May 5, 202644 min

"Choose hard" — Finding Your Edge in Automotive Retail | David Spisak, Founder and CEO of DGS

Are you tired of hearing the same old talk about how "hard" automotive retail is? Everyone acknowledges the challenges, but few are willing to roll up their sleeves and actually do the hard work that creates real, sustainable dealer growth. This isn't about avoiding difficulty; it's about making deliberate choices that set your dealership apart.Here's what you'll get from this episode:Reframe how you view challenges in automotive retail, understanding they are opportunities for real differentiation.Discover why investing in people and fostering internal talent development isn't just "nice to have," but essential for dealer growth.Learn why embracing "unreasonable hospitality" can elevate your car dealership above the competition.Identify immediate, actionable steps to transition your team from just "talking the talk" to "walking the walk" on internal development.Understand why the inevitable changes, like new regulations, are ultimately beneficial for high-integrity car dealers.David Spisak, automotive consultant and keynote speaker, brings decades of experience leading top-performing dealerships and developing industry talent.Timestamps00:00 Keynote Skepticism Setup02:08 ASOTUCON Keynote Preview05:18 Circuit City to COO Story09:03 Bill Walsh Coaching Tree11:23 Dealers Resilience Through Change21:14 Develop Talent Like Techs26:17 Unreasonable Hospitality Standard28:17 FTC Rules and Choosing Hard38:44 Year of the Human Close43:18 Final Thanks and OutroFollow The Dealer Playbook so you never miss an episode.

April 28, 202634 min

"Wearing the story" — Marketing cars through authentic connection | Paul J Daly, Founder/CEO ASOTU

Is your dealership marketing feeling hollow? Are you chasing digital trends only to find your message falls flat? Many in automotive retail are struggling to cut through the noise, constantly investing in strategies that fail to build genuine connection or long-term loyalty. This isn't just about selling cars; it's about building a brand that resonates deeply with your community and stands the test of time.In this episode, you’ll learn:How to build an authentic brand that attracts customers who *choose* your dealership.The difference between fleeting "hype" and lasting, trustworthy dealership leadership.Why a targeted approach to automotive sales content creates a powerful inbound lead engine.How even a small audience can translate into massive dealer growth and business opportunities.The essential truth about connecting with customers: people buy stories, not just products.Paul J. Daly, Founder and CEO of ASOTU and host of Automotive State of The Union, shares his insights on why authentic connection is the ultimate marketing advantage in today's landscape.Timestamps00:00 Controversial Brand Question00:36 Intro05:10 Your Podcast Town07:15 See What Happens09:03 Big Guests Build Credibility10:36 Inbound Sales Engine14:30 Does Podcasting Still Work15:50 Niche Down Till It Hurts17:31 Dealerships Are Unique18:37 Wearing The Story19:40 Stradivarius Story Effect22:31 Real Vs Fake Content28:15 Known To Trusted33:49 Contact And Wrap UpFollow The Dealer Playbook so you never miss an episode.

April 21, 202616 min

"Brand Safety" — Why Your TikTok Guy is Costing Your Dealership | Exec Dir. of Marketing, Murgado Automotive

Is your dealership encouraging team members to "go viral?" You might be seeing the spike in clicks, but are you seeing the real cost? In an age where everyone's a content creator, maintaining brand integrity and a consistent message is harder than ever.In this episode, you’ll discover:Why relying on individual salespeople to create "viral" content can undermine your dealership's long-term reputation.How to communicate brand guidelines to your team so they become brand ambassadors, not brand liabilities.The critical difference between short-term engagement and sustainable dealer growth through consistent brand messaging.How to evaluate marketing partnerships to ensure they align with your dealership's values and community standing.Don Moss, Executive Director of Marketing at Murgado Automotive Group, shares his expertise on brand safety and the hidden implications of content strategy in "automotive retail".Timestamps00:00 Intro00:44 Why Brand Safety Matters01:39 Social Video Risks04:19 Setting Content Guardrails06:50 Personal Accounts vs Brand08:27 Influencers and Scandal Risk10:51 Who Owns the Standards14:13 Simplify for Growth15:30 Connect and Wrap UpFollow The Dealer Playbook so you never miss an episode.

April 14, 202616 min

"8 Hours To 2 Minutes" — The Response Time Fix That Sold More Cars Across 100 Dealerships | Paul de Vries, Founder DCDW

Is your dealership struggling to convert online leads into showroom appointments? You’re not alone. Many automotive professionals focus on getting leads, but miss the critical step of engaging them effectively to drive sales.Here’s what you’ll get from this episode:Implement Paul de Vries’ 6-step lead-handling process to increase appointments.**Understand the crucial role of speed and human connection in online lead conversion.**Learn how to best integrate AI to support, not replace, human sales efforts.**Discover how to build a team that excels at lead follow-up and customer engagement.**Paul de Vries, founder of the Digital Car Dealer Workshop and BDC co-owner, shares his proven methodology for dramatically improving lead response times and, most importantly, turning those leads into sales.Timestamps00:00 Intro03:27 AI vs Human Connection06:22 Six Steps to Better Calls09:49 Speed to Contact Results11:05 Hiring and Coaching BDC Teams12:36 EVs and Chinese Brands in Europe15:03 Wrap Up