The Dealer Playbook podcast

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Matt Deseno is the founder of multiple award winning marketing businesses ranging from a attraction marketing to AI appointment setting to customer user experience. When he’s not working on the businesses he teaches marketing at Pepperdine University and he also teaches other marketing agency owners how they created a software company to triple the profitability for the agency. Our Sponsors: * Check out Kinsta: https://kinsta.com * Check out Mint Mobile: https://mintmobile.com/tmf * Check out Moorings: https://moorings.com * Check out Trust & Will: https://trustandwill.com/TRAVIS * Check out Warby Parker: https://warbyparker.com/travis Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy…

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.

669 episodi

#Auto #Lifestyle #Marketing #Michael Cirillo #Hobbies #Business #MBA #Careers #Automotive Industry #Car Dealership #Sales Strategy #Leadership Development #Marketing For Dealerships #Customer Experience #Dealership Operations #Retail Automotive #Personal Growth #Digital Marketing #F&i Training

The Dealer Playbook

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updated un giorno fa

Pagina principale della serie•Feed

669 episodi

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The Dealer Playbook

1
Ep. 648 - How New York’s Largest Auto Group Dominates Social Media, with Brad Gelber 27:24

1 day fa27:24

27:24

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 weapon The 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” phrase The 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 time If 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 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…

The Dealer Playbook

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Ep. 647 - How to Tap Into the Multi-Billion Dollar Spanish Car Market, with Chance Mayfield 26:07

8 giorni fa26:07

26:07

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 it The 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 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…

The Dealer Playbook

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Ep. 646 - How to Keep Your Inventory Clean, with Brian Kramer 27:32

15 giorni fa27:32

27:32

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 LinkedIn Follow on YouTube Follow on Facebook…

The Dealer Playbook

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Wait, Where'd The Tariffs Go?!? 16:17

17 giorni fa16:17

16:17

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 LinkedIn Follow on YouTube Follow on Facebook…

The Dealer Playbook

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Ep. 645 - Authenticity Sells: Turn Real Stories into Profitable Ads, with Justin Friend 27:47

22 giorni fa27:47

27:47

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 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…

The Dealer Playbook

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Day 2: NADA Recap (Efficiency) 3:48

27 giorni fa3:48

3:48

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 LinkedIn Follow on YouTube Follow on Facebook…

The Dealer Playbook

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Day 1: NADA Recap 6:11

28 giorni fa6:11

6:11

Day 1 of NADA unfolded in “interesting” circumstances. Delayed shipments, stranded attendees, and a city adjusting to unexpected weather could have derailed everything. But this industry proved once again that resilience is in its DNA. If Day 1 taught us anything, it’s this: We’re tougher than we give ourselves credit for, and when faced with challenges, we find solutions. The show must go on—and it did. On to Day 2. Stay Tuned! - - - 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…

The Dealer Playbook

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Ep. 644 - Are EVs For Everyone? With Elena Ciccotelli 38:35

29 giorni fa38:35

38:35

In this episode, my guest is Elena Ciccotelli, founder of the EVs for Everyone Podcast , and we’re diving into one of the hottest topics in automotive right now " EVs" We dive into the heart of the EV debate, covering everything from the real challenges facing dealerships to the massive opportunities sitting right under their noses. We talk about the questions you’re probably already thinking about: Why are EVs so polarizing? Is it the infrastructure? The regulations? Or are we all just scared of change? What are forward-thinking dealerships doing right now to win in the EV space? And here’s the big one: Is the U.S. falling behind in the global EV race, and what does that mean for you? Elena shares the stats that matter, the strategies that work, and why she believes EVs are about so much more than just cars—they’re about people, habits, and the way we live. Whether you’re an EV skeptic, enthusiast, or somewhere in between, this episode will leave you with a fresh perspective, some practical tips, and maybe even a laugh or two. So, are EVs for everyone? Tune in to find out. - - - 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…

The Dealer Playbook

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Ep. 643 - The $100 Mistake Your Dealership Keeps Making, With Kyle Disher 43:45

5 weeks fa43:45

43:45

In this episode, I sit down with Kyle Disher, CEO of RevDojo, to peel back the layers on one of the most overlooked, yet game-changing aspects of the automotive industry: hiring, training, and accountability. Kyle's seen it all—over a decade of dealership mystery shops, thousands of hires, and countless training sessions. Together, we uncover what separates dealerships that thrive from those stuck in survival mode. And let me tell you, the difference often comes down to one thing: commitment to process and culture. Here’s What We Dive Into: The shocking data from 5,000+ mystery shops: Why some dealerships never even make a single follow-up call. The true cost of poor onboarding and training—and how a few small changes can drive big results. How to tell if your dealership's culture is a winning one (hint: you can feel it the second you walk in). Why dealerships that rely solely on AI are setting themselves up for failure—and how to strike the perfect balance between tech and human connection. Live call roleplays that demonstrate the power of scripts, processes, and positivity in converting leads to appointments. Kyle doesn't hold back. From uncovering the real reasons behind high attrition rates to sharing the exact playbook for building a high-performing team, this episode is packed with actionable insights that will make you rethink how you approach dealership operations. - - - This Episode's Sponsor AutoFi is Heading to NADA 2025! That’s right—AutoFi will be at NADA 2025 in New Orleans , and you don’t want to miss it! Swing by booth #4219 to see how their all-in-one showroom solution can help you sell smarter, not harder. From payment calculations to F&I, they’ve got everything you need to close deals faster and protect your profits. Want to skip the wait? Pre-schedule a meeting at autofi.com/nada2025 and get ready to level up your dealership game! - - - 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…

The Dealer Playbook

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Ep. 642 - How to Actually Sell Cars On Social Media, With Robin Wilson 40:42

6 weeks fa40:42

40:42

In this episode my guest is Robin Wilson, founder of Social Grenade, we’re diving deep into the messy, weird, and wonderful world of social media for car dealerships —what works, what flops, and how to stop posting inventory photos like you’re running a 2003 Craigslist ad. If you’ve ever wondered: “Are we posting too much… or not enough?” “Why aren’t we getting engagement on our posts?” “Is TikTok even worth it, or should we just stick to dancing in the showroom after hours?” Robin’s got answers—and they’re good. Plus, she drops some absolute gems about building a tribe online, why responding to every review (yes, even the nasty ones) is mission-critical, and how a tattoo post led to selling a Camaro (no joke). This isn’t your typical social media chat. It’s fun, it’s raw, and it’s ridiculously practical. So, if you’re tired of yelling into the social media void and hoping someone hears you, hit play. - - - This Episode's Sponsor AutoFi is Heading to NADA 2025! That’s right—AutoFi will be at NADA 2025 in New Orleans , and you don’t want to miss it! Swing by booth #4219 to see how their all-in-one showroom solution can help you sell smarter, not harder. From payment calculations to F&I, they’ve got everything you need to close deals faster and protect your profits. Want to skip the wait? Pre-schedule a meeting at autofi.com/nada2025 and get ready to level up your dealership game! - - - 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…

The Dealer Playbook

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Ep. 641 - Smart Dealerships Are Winning More with AI Says Maarten Bekkers 44:34

7 weeks fa44:34

44:34

If you hear the word “AI” and immediately picture a clunky chatbot throwing out robotic answers like “I’m sorry, Dave, I can’t do that”—you’re in for a wake-up call. In this episode of The Dealer Playbook, I sit down with Maarten Bekkers, the founder of AutoChat, to break down how AI is so much more than a fancy Q&A bot on your website. Oh, and if you’re still chasing endless leads like a golden retriever chasing a tennis ball… buckle up. Maarten and I dive into why quality leads > lead volume and how AI can filter out the noise and hand you the real opportunities. At one point, Maarten hit me with this: "Selling something to someone who doesn’t need it is bad. But NOT selling something to someone who DOES need it? That’s even worse." - - - This Episode's Sponsor: AutoChat.ai Stop losing leads and wasting time on outdated processes. AutoChat is the AI-powered communication platform that turns your website into a customer magnet and your team into efficiency powerhouses. - - - 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…

The Dealer Playbook

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Ep. 640 - How AI and Google Are Shaping Dealership Success With Dave Spannhake 21:21

8 weeks fa21:21

21:21

Welcome back to The Dealer Playbook Podcast! Today, we’re diving into a conversation that’s been setting the internet on fire: Is AI spelling the end of Google as we know it? I’ve brought in my friend and digital marketing expert, Dave Spannhake from Reunion Marketing , to help us cut through the noise, separate fact from fiction, and give you a clear picture of what’s really happening in the world of search, AI, and dealership marketing strategies. We’ve all seen the headlines, heard the hype, and maybe even felt a little panic creeping in. But here’s the thing: amidst all the noise, there are real, practical insights that can help your dealership not just survive—but thrive —in this evolving landscape. Dave brings his signature mix of data-driven insights, relatable stories, and no-nonsense advice to break down how dealerships might unknowingly be overspending on ads, where the real opportunities in SEO lie, and why the human touch still matters in an AI-powered world. - - - 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…

The Dealer Playbook

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Ep. 639 - Stop Selling Cars, Start Creating Experiences, With Bob Welby, INFINITI USA 30:19

9 weeks fa30:19

30:19

In this episode, I’m sitting down with Bob Welby , Senior Director of Operations at INFINITI USA, to break down how small, thoughtful touches can make a massive impact. (Spoiler: It’s not about throwing money at the problem—it’s about paying attention.) Let’s be real: Customer experience gets tossed around at every conference like it’s some big, shiny secret. But what does it actually mean to deliver an experience that turns a one-time buyer into a lifelong fan? Here’s what we dive into: Why dealerships spend way too much trying to overcompensate for operational inefficiencies—and how to fix it. INFINITI’s new My INFINITI Expert initiative—sending someone to your house after purchase to walk you through the car again. The magic of thoughtful hospitality : Why anticipating your customer’s unspoken needs can set you apart—and no, it doesn’t require a “big” budget. - - - This Episode's Sponsor AutoFi is Heading to NADA 2025! That’s right—AutoFi will be at NADA 2025 in New Orleans , and you don’t want to miss it! Swing by booth #4219 to see how their all-in-one showroom solution can help you sell smarter, not harder. From payment calculations to F&I, they’ve got everything you need to close deals faster and protect your profits. Want to skip the wait? Pre-schedule a meeting at autofi.com/nada2025 and get ready to level up your dealership game! - - - 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…

The Dealer Playbook

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Ep. 638 - Leads Aren’t the Problem—Your Process Is, with Paul de Vries 39:00

10 weeks fa39:00

39:00

In this episode my guest is Paul de Vries—who’s basically the Netherlands’ MVP of automotive processes—joins me to talk about how he’s using AI, automation, and a whole lot of common sense to transform the customer journey. Now let me ask you: What’s the point of having the flashiest marketing if your in-store processes are crumbling like a stale cookie? That’s exactly what we’re tackling in this episode with my buddy Paul de Vries. Now, Paul isn’t just some random dude; he’s basically the king of lead handling in the Netherlands (think fewer wooden shoes, more cutting-edge processes). And trust me, you’re gonna want to hear what he has to say. We cover how dealerships can tighten up their processes, reduce wasted time, and actually connect with customers in meaningful ways. And when I say meaningful , I’m talking response times of under three minutes. Yep, you read that right—three minutes. Let that sink in. Oh, and it’s not just tech talk. We also get into the softer stuff, like building a personal brand on LinkedIn, why staying authentic is non-negotiable, and how a 99-year-old buying a microcar for “the future” left us both questioning our life goals. - - - This Episode's Sponsor Sell Smarter, Not Harder AutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too. AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS. Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today. - - - 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…

The Dealer Playbook

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Ep. 637 - The ROI of Creativity in Dealership Marketing With Nathaniel Greklek 35:40

11 weeks fa35:40