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.
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.
What if your success today could quietly sabotage your future, unless you build a plan beyond the next car deal?
In this episode of The Dealer Playbook, I sit down with Tustin Ulrich, General Manager of Roper Kia (one of the most dominant Kia stores in Missouri) and founder of The 1% Effect, a real estate investor concierge designed specifically for high-earning operators who don’t want to lose focus on today while building freedom for tomorrow.
This is not a conversation about selling cars.
This is a conversation about long-term thinking, generational wealth, tax strategy, leverage, and protecting your family’s future, without sacrificing performance in the present.
Tustin shares his deeply personal story, from childhood adversity and financial struggle to building a record-breaking dealership and acquiring over $10M in real estate while paying less than 1% in taxes. He breaks down exactly how high achievers in automotive can use real estate as a strategic tool, not a distraction, to create optionality, time freedom, and legacy.
In This Episode, You’ll Learn:
Timestamps
00:00 Hook Intro — Building wealth without losing today
02:00 Tustin’s story: from struggle to GM
06:30 Why high achievers need a future plan
10:45 The 1% Effect explained
15:30 Real estate, taxes, and leverage (simple breakdown)
22:30 Recession myths vs reality
28:00 Single-family vs multifamily investing
33:30 Living on debt & generational wealth
38:00 How to get started + final takeaway
Who This Episode Is For
What happens when precision from aviation meets creativity in automotive marketing?
In this episode, Ashley Brockhurst, Director of Marketing and Health & Safety at Charlesglen Toyota in Calgary, Alberta — “Alberta’s Celebration Destination” — shares how her dealership’s community-first philosophy is redefining what automotive retail can look like.
From aviation safety to dealership marketing leadership, Ashley’s story proves how curiosity, culture, and compassion fuel innovation. She opens up about her journey from receptionist to director, the strategy behind hosting 27+ community events a year, and how authentic philanthropy (not just PR) builds real customer loyalty.
You’ll learn how Charlesglen Toyota turned community connection into a competitive advantage, and how your dealership can do the same.
In This Episode:
Timestamps
00:00 Intro — From Aviation to Automotive
04:12 How a receptionist became a marketing director
09:05 The secret behind Charlesglen Toyota’s “Celebration Destination” brand
14:20 Culture that empowers people to take chances
18:55 How to build authentic community events that connect
24:10 Why women drive community impact (and dealership loyalty)
32:00 Measuring ROI when you can’t “track” community relationships
37:30 Building team buy-in for charity and local events
Who This Episode Is For
Dealership marketing teams
General Managers & Dealer Principals
Community relations & event coordinators
Women in automotive leadership
Anyone who believes marketing can build more than sales — it can build connection.
Connect with Ashley Brockhurst
🔗 LinkedIn: Ashley Brockhurst
🌐 Charlesglen Toyota: charlesglentoyota.com
What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition?
Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage.
We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill.
If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening.
In This Episode You’ll Learn:
Timestamps
00:00 Intro
02:10 Inside the world’s first Ford Signature 2.0 store
07:45 Moving 300 units + full operations in four days
11:12 The mindset required to lead through chaos
18:55 Hospitality vs. legacy retailing: why the guest experience wins
24:20 Why other countries are beating the U.S. in dealership decorum
29:02 Dress code, culture, and team buy-in
36:15 Preparing for a potential recession
42:40 Contagious optimism vs. toxic positivity
45:05 JB’s framework for hard conversations
49:15 How to connect with JB
Who This Episode Is For
Dealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto Operators
Anyone responsible for culture, customer experience, or profitability in automotive.
If you’ve ever wondered how a small-town Ford store ends up going mega-viral, builds a loyal community, and turns everyday dealership life into must-watch content… this episode is for you.
Today I’m joined by the brilliant, hilarious, and wildly creative Noella Salter, the marketing manager behind Lang & Fetter Ford’s social media presence that the entire industry can’t stop talking about. She’s turned a rural Canadian dealership into a personality-driven brand that people actually want to follow.
In this episode, we get into:
If you’re in automotive marketing (or honestly, any business where trust and community matter), this conversation is a blueprint for turning small beginnings into big impact. Noella proves that you don’t need a massive budget, a big city, or sponsorship deals, you just need people who are willing to show up, be themselves, and have a little fun.
This episode will make you laugh, rethink your approach to social, and maybe even give you the nudge to try that idea you’ve been sitting on.
What if your biggest dealership problems aren’t “market problems”… but creativity problems?
In this episode of The Dealer Playbook, Michael sits down with Nir Bashan, world-renowned creativity expert, founder & CEO of The Creator Mindset, LLC, Clio Award winner, and Emmy-nominated former Hollywood/advertising executive to show car dealers how to use creativity as a practical business tool, not fluffy “inspiration,” but real-world tactics that move metal, grow service, and improve culture.
Nir has coached leaders at AT&T, Microsoft, NFL Network, EA Sports, Suzuki, JetBlue, and more. In this conversation, he maps the same creativity frameworks directly onto retail automotive in 2025 and beyond.
You’ll learn:
Book Giveaway – 10 Free Copies of The Solution Mindset
If you got value from this episode:
👉 The first 10 people to do that will get a free copy of Nir’s new book, The Solution Mindset.
How should Canadian dealers REALLY be using data to price, appraise, and move inventory in 2025?
In this episode of The Dealer Playbook, Michael sits down with Yolanda Bishwah, President of Canadian Black Book (CBB), the data backbone behind used vehicle valuations and residual forecasts for OEMs, lenders, and retailers across the country.
With 65+ years of market data at her fingertips, Yolanda breaks down how Canadian Black Book reads the market, what’s really happening with wholesale and retail values, and how dealers can use valuations more strategically instead of just “checking a number.”
We get into:
If you’re a dealer principal, GM, used car manager, or lender trying to make smarter decisions with every unit on the lot, this conversation will change how you think about values, equity, and remarketing.
Guest Marion Cain (ACE founder; creator of Kharisma Mastery) breaks down a science-based playbook for dealership sales and F&I teams to own the room, deliver luxury touchpoints (on any brand), and turn trust into revenue. We cover the first 90 seconds, nonverbal cues, “portable stories,” True Cost of Ownership framing, and how to use GPT/AI to tailor your pitch to any buyer’s personality, without losing the human.
You’ll learn
Timestamps / Chapters
00:00 Introduction
02:38 Introducing Marion Cain and Charisma Mastery
05:03 Creating a Luxury Experience
05:46 Building Lifetime Relationships
09:42 Effective Introductions and Customer Engagement
14:36 Personal Stories and Vulnerability in Sales
16:01 Controlling the Sales Experience
21:06 Understanding Customer Psychology
23:49 The Importance of Personalization
28:07 Practical Insights for Scaling Human Connection
31:35 The Domino Effect in Sales
33:55 Final Thoughts and Connecting with the Speaker
Who this helps: Dealer principals, GMs/GSMs, sales managers, F&I, BDC leads—anyone driving grosses, CSI, and repeat/repurchase.
AI vs. Google isn’t theoretical anymore; your buyers are already switching how they search.
In this episode, Marcus Sheridan (author of They Ask, You Answer and Endless Customers) shares fresh data from ~3,000 pros on how often they now use ChatGPT instead of Google, what that means for SEO, content, and lead gen, and how car dealerships can pivot now to stay discoverable.
You’ll learn:
Timestamps
00:00 Intro00:04 The Rise of Chat GPT00:39 The Value of Human Connection02:14 Introducing Marcus Sheridan03:21 Why extremes go viral (and why nuance converts)09:20 The Future of SEO and AI20:02 Authenticity and Performance31:21 The Concept of Agency32:08 Identity and Belonging39:04 The Future of SEO and AI44:55 The Power of Adaptation51:10 The Middle Ground Perspective57:58 Endless Customers and AI01:00:40 Conclusion and Call to Action
Giveaway: We’re gifting 10 copies of Endless Customers. Rate the show on Apple/Spotify, screenshot it, and email michael@thedealerplaybook.com. First 10 in the inbox win.
Who this is episode for: Car dealership owners, GMs, marketing leaders, BDC, fixed ops, and anyone responsible for traffic, leads, and CSI.
Curiosity beats fear in modern retail automotive. In this episode of The Dealer Playbook, Michael Cirillo sits down with Sebrina Westbrooke, Program Manager at Georgian College’s Automotive Business School of Canada and lead for the Canadian Dealer Academy, to unpack how car dealerships are future-proofing leadership teams for AI, electrification, digital retailing, and connected services—without losing the human connection that drives performance.
You’ll hear how the Academy builds real operators, not shelf-ware: learners work directly from their own DMS reports, financial statements, PMA data, and benchmarks, then implement changes in-store—like a fixed ops tune-up that lifted department profit by 6% in the first month. We also dig into the gaps that hold back new general managers (often promoted for past results, not leadership readiness) and how to close them with clarity, data, and soft-skill mastery.
What you’ll learn:
How to turn curiosity into an operating system that reduces fear around AI and EV transitions
A practical way to replace “gut feel” with dealership data—and the exact questions great leaders ask
Why fixed ops fluency is the hidden unlock for many first-time GMs from the variable side
The leadership capabilities that matter now: critical thinking, problem-solving, human-centric management
How to align culture, engagement, and training with profitability (and stop overspending to “buy” results)
Who this is for: car dealership owners, dealer principals, general managers, department leaders, and emerging leaders who want measurable performance in sales, service, and F&I—without waiting on manufacturer incentives or bigger ad budgets.
There’s something special about people who build where no blueprint exists.
My guest today, Alex Lawrence, is one of those people.
He’s a tech veteran, tenured professor, and serial entrepreneur who co-founded EV Auto, one of the first dealership groups in the U.S. dedicated entirely to used EVs and plug-in hybrids.
But what really stands out about Alex isn’t just what he’s built, it’s how he’s built it. With patience, conviction, and a willingness to play the long game while everyone else chases trends.
In this conversation, we get real about what it takes to grow an EV-only business through volatility, tax credit chaos, and all the unpredictable swings of an emerging market. Alex breaks down how he and his team literally sold their final cars minutes before the EV tax incentive expired, using the power of social media.
We also dive into:
Why authenticity on social media has become one of the strongest moats in business today.
The psychology of urgency, and how it can move people to take action at 11PM on a Saturday.
What it really means to juggle entrepreneurship, teaching, and family without losing your soul in the process.
Why the EV revolution isn’t dead, it’s just getting started.
Alex’s story is proof that doing the hard thing, the long thing, and the real thing still works.
If you’ve ever wondered what it looks like to build something meaningful when the market’s uncertain and the playbook doesn’t exist. this one’s for you.
What makes someone dream of being in the car business, and then actually make it happen?
In this episode, I sit down with Tara Willis, a seasoned automotive professional who turned her childhood love for cars into a 20-year career working with major automotive brands like BMW, Subaru, Nissan, and Infiniti. Tara now leads product marketing and incentives planning at Infiniti, and she’s using her voice to shape what leadership looks like in today’s auto industry.
We talk about how she found her footing in a predominantly male space, the lessons she’s learned sitting in boardrooms across the automotive world, and what it really takes to create workplaces where every voice can be heard. Tara shares honest reflections about mentorship, empathy, and the power of communication, especially when intent and impact don’t always line up.
We also dive into why she believes there’s still so much hope in the future of car buying and the automotive industry, from evolving technology to stronger community connections through dealership philanthropy. And she shares how her work with Empowering Auto is helping inspire the next generation of car industry leaders.
If you’re passionate about car sales, automotive leadership, or the human side of this business, this conversation will remind you why the industry is worth believing in.
Selling more cars isn't for the faint of heart. It requires daily commitment, discipline, and genuine human connection.
In this episode, my guest is Jean-Pierre Lacroix, president and founder of SLD, a global branding firm that’s spent more than 30 years helping businesses win customers by tapping into what really drives decisions: emotion. He’s the author of Think Blink Manifesto, a book that lays out seven powerful ways brands can create lasting connections in an instant.
We get into some big questions: Why do people buy cars the way they do? What makes one automotive brand feel worth a premium while another has to compete on price? How can dealerships go beyond features and functions to deliver experiences that customers actually remember?
Layer on how quickly technology is evolving with artificial intelligence. What are the implications and will car buyers want more technology assisted experiences or more genuine human connection experiences during the car sales process? We get into this and so much more during this episode of The Dealer Playbook.
Jean-Pierre Lacroix shares surprising insights about major automotive brands like Volvo, BMW, and Jeep and reveals the most underrated sales tool in the entire retail automotive industry. He shares why this one tweak will help with customer retention, lifetime value, and brand loyalty.
If you’ve ever wondered why car shoppers say one thing but choose another, this episode will change the way you think about the entire buying experience.
In this episode my guest is Brad Gelber, Digital Media and Content Marketing Manager at West Herr Auto Group, the largest privately owned dealer group in New York.
Brad and I dive into what it really takes to market a dealership in today’s world without sounding like every other store in town. We talk about the role leadership and culture play in shaping a brand’s voice, why raw phone-shot content often outperforms polished commercials, and how to uncover stories that are hiding in plain sight inside your dealership.
You’ll also hear Brad’s perspective on using AI as a tool without letting it replace human creativity, the surprising value of a simple photo in a video-driven world, and his personal test for knowing whether a story is worth sharing.
If you’ve ever wondered how to move beyond cookie-cutter posts and start creating content that actually connects, this episode will give you the insight and inspiration to do it.
Most people assume the biggest problem in retail auto is inventory, rates, or competition.
But every time I walk into a dealership, I see something else at the core of the struggle. It isn’t obvious on the surface, but you can feel it in the turnover, the burnout, the “busy but not fulfilled” pace that too many teams are stuck in.
We love to talk about legacy in this industry. The photos on the walls, the family names on the buildings. But the truth is, legacy can’t just be something we inherit or frame. It has to be something we create every single day. And most stores don’t have a framework for how to actually do that.
That gap shows up everywhere: in culture, in leadership, in the quiet frustration people feel when they show up to work and wonder if it really matters.
In this week’s solo episode, I share what I believe is the biggest problem holding retail auto back, and how you can solve it. It’s the same framework my team and I use in my companies, and it’s made all the difference in how we lead, how we serve, and even how I show up at home with my family.
I think you’ll find it both challenging and hopeful.
In this episode my guest is Jimmy Douglas, founder and CEO of Plug and former Tesla exec. Jimmy’s one of the sharpest voices in the pre-owned EV market, and he’s here to break down what most dealers are missing, and what a small group is quietly getting right.
We talk about why nearly half of dealers still won’t touch used EVs, what it actually takes to build a profitable EV business inside your store, and why “dipping your toe in” may be worse than not playing at all. Jimmy also shares how culture inside the dealership makes or breaks EV success, what numbers you should pay attention to, and how to avoid getting stuck with inventory that loses value faster than you expect.
If you’ve been on the fence about EVs, this conversation will help you sort through the noise and figure out whether your store is ready—or if it’s better to wait. Either way, you’ll walk away with a clearer picture of what’s really happening in the market and how to prepare for what’s coming.
Tune in!
You can also grab your free copy of my #1 bestselling ebook Don’t Wait, Dominate! here → www.flexdealer.com
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In this episode my guest is Ondar Tarlow, a marketing strategist with more than 20 years of experience working with brands like Fastlane Drive, Pacific Premier Bank, and the LA Chargers. He’s built a career on creating events and campaigns that actually move people—sometimes literally into showrooms.
We dig into the big question dealers wrestle with all the time: what actually makes an event memorable? Ondar breaks down why so many VIP activations fall flat, and what it takes to craft experiences that stand out in a world where everyone is competing for the same high-value customers.
You’ll hear insights on:
If you’ve ever wondered how to make your dealership events more than just “another invite,” this conversation will get you thinking differently about experiences, community, and what customers really value.
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In this episode, my guest is Shasta Haddock, Chief Operations Officer at Epic BDC and host of I'm A Car Chick Podcast. With over a decade in automotive, she’s built high-performing BDC teams and even created the industry’s first elite response team that turns social media traffic into real showroom appointments.
We get into some very real challenges that are still holding dealerships back in 2025. Things like response times that feel “fast” but are actually losing sales, CRM processes that quietly drop leads, and the outdated templates that make customers tune out before a conversation even starts.
Shasta also shares how her team stumbled into a breakthrough approach that changed the way dealerships convert Facebook traffic, and why one lesson she picked up from her husband’s work in law enforcement completely reshaped how she thinks about accountability in the BDC.
If you’ve ever wondered why some leads vanish, how to make your first customer touchpoint more powerful, or what role AI should really play in your dealership today, this episode will give you plenty to think about.
Grab your free copy of my #1 bestselling ebook Don’t Wait, Dominate! here → www.flexdealer.com
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This Episode's Sponsor
FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.
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In this episode my guest is Janis Showers, founder of The Car Girls, who has spent more than 25 years helping dealerships turn phone calls and customer conversations into lasting relationships and profit.
We dig into why the simplest interaction—the phone call—is still one of the biggest stumbling blocks in 2025, and what that says about the way dealers connect with their customers. Janis shares what she’s seeing inside stores right now: why younger staff avoid the phone, how lease renewals are often handled poorly, and where BDC teams can become the heartbeat of the entire operation.
You’ll hear real examples of what happens when dealerships don’t prepare for appointments, the hidden trust that’s either built or broken at the first hello, and why human connection will always matter more than automation.
If you’ve ever wondered why missed calls keep turning into missed sales—or how your team can be empowered to own the customer experience instead of passing it around—this episode will give you plenty to think about and act on.
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In this episode, my guest is Megan McDowell, Vice President of Operations at TrueCar. Megan’s career started on the sales floor at Lexus of Austin and took her all the way to the executive table without leaving the automotive industry.
We dig into what she learned from those bell-to-bell dealership days that gave her an edge in leadership, and how skills you might take for granted—like reading people, asking the right questions, and understanding the flow of a deal—can open doors you didn’t even know existed.
We talk about:
If you’ve ever wondered where your automotive career could take you—or how to make the most of the experience you already have—this conversation will give you a fresh perspective and a few ideas you can put to work right away.
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This Episode's Sponsor
FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.
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Let’s just be real.
The ground has shifted—and it’s not just a ripple. It’s a full-blown seismic shift under every industry, every role, every business model. In this episode, I’m unpacking what that actually means for those of us in the retail auto world and beyond as we navigate artificial intelligence.
You’ve seen the AI overviews show up before Google search results. You’ve heard the noise "AI is coming for your job." But here’s the kicker: whether you believe it will or won’t, you’re probably right.
What we explore in this episode is the why behind that statement, and more importantly, what you can do about it.
If you’re someone who’s wondering how to adapt, how to lead, how to stay relevant—or heck, even how to start thinking about AI in a way that serves you and your team—this one’s for you.
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This Episode's Sponsor
FlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted ads that convert. They also help integrate marketing with internal operations for optimal results, and unparalleled growth.
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If you're enjoying the podcast, we'd love an honest review here.
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