Episodes
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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.
Hereâs 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? Thatâs leaving a TON of money on the table.
Hereâs what we cover:
The biggest mistakes dealers make when marketing to Spanish-speaking customers Why just âtranslatingâ your website isnât enough (and what ACTUALLY works) How to eliminate the âfire drillâ 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 donât realize existsâand how to capitalize on itThe kicker? The U.S. is the second-largest Spanish-speaking country in the world after Mexicoâyet most dealerships arenât 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 youâve 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.
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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 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.- - -
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In this episode, my guest is Brian Kramer, EVP of Dealer Growth & Success at Cars Commerce. Brian has a unique perspectiveâheâs got eyes on thousands of dealerships, millions of VDPs, and the real numbers behind whatâs working (and whatâs 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, hereâs the thingâwe all think we have a process. But if weâre 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 weâre left wondering why closing rates arenât what they should be.
Meanwhile, the top-performing dealers? Theyâre not doing moreâtheyâre doing less, but better. Theyâve mastered the pain of disciplineârefining their processes, eliminating inefficiencies, and ensuring that every lead, every trade-in, and every digital interaction actually leads somewhere. Thatâs the difference between guessing and making data-driven decisions that actually move the needle.
If youâre 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.
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Episodes manquant?
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Tariffs. Chaos. Panic. The sky is falling! Or⊠is it?
If youâve been anywhere near the news lately, youâve seen the headlines. âTariffs are coming! Businesses are doomed!â And yeah, for a hot minute, it looked like we were in for a wild ride. But thenâmid-recording, literally while the cameras were rollingâeverything 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 hereâs the reality: the businesses that thriveâno matter the market, politics or economyâdonât react to uncertainty. They prepare for it. They invest in their people, they stay laser-focused on what they can control, and they donât 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. Letâs talk strategy.
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In this episode, my guest is Justin Friend, Senior VP at Dealers United; today, weâre 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 thatâs exactly what todayâs best dealers are figuring outâyour ad strategy isnât just about selling cars; itâs about making customers feel like theyâre part of something real.
Thatâs why this episode with Justin Friend is a must-listen. Weâre diving deep into how top dealers are winning with personality-driven marketing, and why your dealershipâs biggest advantage is NOT your inventoryâitâs your people.
If youâve ever wondered how to make your dealershipâs ads actually connect with real peopleâand not just disappear into the noiseâthis episode is 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 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.- - -
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Todayâs recap is cominâ at you straight from the iconic Sazerac House in New Orleansâa legendary spot where the ASOTU More Than Cars party went down last night. (If you missed it, letâs just say the energy was off the charts)
But letâs talk about what went down on the trade show floor today because thatâs where the magic happened.The theme of the day? Efficiency.
Dealers are looking at 2024 as a resetâa chance to shake off what hasnât worked and use this year as a launching pad for 2025. The buzz isnât just about working harder; itâs about working smarter. From streamlining service departments to rethinking HR and finance processes, efficiency is the name of the game.
And hereâs the game-changer: involve your team early.
If you want new processes to stick, donât roll them out like a surprise party. Bring your team into the conversation right from the start.
The earlier theyâre part of the plan, the more theyâll own the outcome.
And as always, weâll keep you posted with the Day 3 recap tomorrow. Stay tuned!- - -
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Day 1 of NADA unfolded in âinterestingâ 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, itâs this:
Weâre tougher than we give ourselves credit for, and when faced with challenges, we find solutions.
The show must go onâand it did.
On to Day 2. Stay Tuned!- - -
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In this episode, my guest is Elena Ciccotelli, founder of the EVs for Everyone Podcast, and weâre 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 youâre 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 hereâs 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 carsâtheyâre about people, habits, and the way we live.
Whether youâre 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.
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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 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.- - -
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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 allâover 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.
Hereâs 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 trainingâand 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 failureâand 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.
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This Episode's SponsorAutoFi is Heading to NADA 2025!
Thatâs rightâAutoFi will be at NADA 2025 in New Orleans, and you donât 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, theyâve 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!- - -
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In this episode my guest is Robin Wilson, founder of Social Grenade, weâre diving deep into the messy, weird, and wonderful world of social media for car dealershipsâwhat works, what flops, and how to stop posting inventory photos like youâre running a 2003 Craigslist ad.
If youâve ever wondered:
âAre we posting too much⊠or not enough?â
âWhy arenât we getting engagement on our posts?â
âIs TikTok even worth it, or should we just stick to dancing in the showroom after hours?â
Robinâs got answersâand theyâre 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 isnât your typical social media chat. Itâs fun, itâs raw, and itâs ridiculously practical.
So, if youâre tired of yelling into the social media void and hoping someone hears you, hit play.
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This Episode's SponsorAutoFi is Heading to NADA 2025!
Thatâs rightâAutoFi will be at NADA 2025 in New Orleans, and you donât 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, theyâve 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!- - -
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If you're enjoying the podcast, we'd love an honest review here.
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If you hear the word âAIâ and immediately picture a clunky chatbot throwing out robotic answers like âIâm sorry, Dave, I canât do thatââyouâre 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 youâre 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 doesnât need it is bad. But NOT selling something to someone who DOES need it? Thatâs 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.- - -
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Welcome back to The Dealer Playbook Podcast! Today, weâre diving into a conversation thatâs been setting the internet on fire: Is AI spelling the end of Google as we know it?
Iâve 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 whatâs really happening in the world of search, AI, and dealership marketing strategies.
Weâve all seen the headlines, heard the hype, and maybe even felt a little panic creeping in. But hereâs the thing: amidst all the noise, there are real, practical insights that can help your dealership not just surviveâbut thriveâin 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.
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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 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.- - -
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In this episode, Iâm 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: Itâs not about throwing money at the problemâitâs about paying attention.)
Letâs be real: Customer experience gets tossed around at every conference like itâs some big, shiny secret. But what does it actually mean to deliver an experience that turns a one-time buyer into a lifelong fan?Hereâs what we dive into:
Why dealerships spend way too much trying to overcompensate for operational inefficienciesâand how to fix it.INFINITIâs new My INFINITI Expert initiativeâsending someone to your house after purchase to walk you through the car again.The magic of thoughtful hospitality: Why anticipating your customerâs unspoken needs can set you apartâand no, it doesnât require a âbigâ budget.- - -
This Episode's SponsorAutoFi is Heading to NADA 2025!
Thatâs rightâAutoFi will be at NADA 2025 in New Orleans, and you donât 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, theyâve 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!- - -
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In this episode my guest is Paul de Vriesâwhoâs basically the Netherlandsâ MVP of automotive processesâjoins me to talk about how heâs using AI, automation, and a whole lot of common sense to transform the customer journey.
Now let me ask you: Whatâs the point of having the flashiest marketing if your in-store processes are crumbling like a stale cookie?
Thatâs exactly what weâre tackling in this episode with my buddy Paul de Vries. Now, Paul isnât just some random dude; heâs basically the king of lead handling in the Netherlands (think fewer wooden shoes, more cutting-edge processes). And trust me, youâre 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, Iâm talking response times of under three minutes. Yep, you read that rightâthree minutes. Let that sink in.
Oh, and itâs 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 âthe futureâ left us both questioning our life goals.
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This Episode's SponsorSell Smarter, Not Harder
AutoFi helps progressive dealers like you sell smarter, not harderâon 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 â 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.
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Let me ask you this: have you ever seen The Office and thought, âMan, I wish someone made this...but for car dealershipsâ? Well, buckle up because thatâs exactly what my buddy Nathanael Greklek and his team at Mohawk Auto Group did. Theyâve created a mockumentary series thatâs hilarious, relatable, andâget thisâeven features General Motorsâ CEO, Mary Barra. Yup, that Mary Barra.
In this episode, we go deep into the behind-the-scenes madness of bringing their dealership sitcom to life. Spoiler alert: it involves ducks, lots of laughs, and some of the most creative storytelling youâll ever see in the auto industry. But this isnât just about having fun (though thereâs plenty of that). Nathanael drops absolute gold on how dealerships can use content to build trust, showcase culture, and make people actually want to do business with them.
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This Episode's SponsorGet Your Vehicles Moving Faster with Auto Hauler Exchange
Alright, let me ask you thisâhow much time and money are you losing on vehicle shipping? If that stings a bit, itâs time for Auto Hauler Exchange. Theyâre cutting out the middleman, connecting you straight with carriers. Faster shipments, no hidden fees, and over 5,000 vetted carriers ready to roll. Itâs a no-brainer.Plus itâs simple, transparent, and totally free to list. Want faster, smarter shipping? Head over to Autohaulerexchange.com to learn more and get your vehicles moving.
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Hey hey, whatâs up, DPB Gang? Itâs Thanksgiving Day, and Iâve got a little something special for you. First of all, happy Thanksgiving! Can you believe weâve been on this Dealer Playbook ride together for almost 11 years now? Eleven years! Thatâs wild. And I just wanna sayâIâm so grateful for you. Whether youâve been here since episode one or youâre jumping in today, you mean the world to me.
Now, let me tell you why you this episode is special to me. This isnât your typical âhereâs what Iâm thankful forâ chat. Nope. Today, Iâm unpacking something thatâs become a game-changer for me: gratitude. But waitâdonât roll your eyes yet, okay? Iâm not talking about fluffy, feel-good platitudes. Iâm talking about how practicing gratitude every day has made me more efficient, more focused, and way more clear on what actually matters.
So grab a coffee, a turkey leg, or whatever youâre doing today, and letâs hang out for a bit.
Thanks, For tuning in!If you enjoyed this episode, support us by clicking the links!
Connect with Michael Cirillo
Connect with Michael on LinkedInâïž Like this show? Please leave us a review here â even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
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More Dealers Are Choosing To Partner with FlexDealer
Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.
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What does it really take to turn a struggling dealership into a thriving success? Is it strategy? Leadership? Or something deeper, like belief systems?
In this episode, Louie Herron, a seasoned dealership operator and trainer, breaks down the Success Wheelâa leadership framework that shifts mindsets, inspires teams, and creates measurable growth. Louie shares transformative insights into building sustainable success while addressing the industry's toughest challenges.
Louie isnât just a dealership veteran; heâs a transformational leader who has turned struggling stores into thriving operations. Heâs walked the walkâfrom owning and operating dealerships to consulting leaders on how to drive real, sustainable results.
âIf your team doesnât believe in the vision, no amount of process or strategy is going to save you.â â Louie Herron
This isnât just a conversation; itâs a playbook for anyone whoâs ready to break out of âbusiness as usualâ and start seeing results.
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This Episode's SponsorGet Your Vehicles Moving Faster
Alright, let me ask you thisâhow much time and money are you losing on vehicle shipping? If that stings a bit, itâs time for Auto Hauler Exchange. Theyâre cutting out the middleman, connecting you straight with carriers. Faster shipments, no hidden fees, and over 5,000 vetted carriers ready to roll. Itâs a no-brainer.Plus itâs simple, transparent, and totally free to list. Want faster, smarter shipping? Head over to Autohaulerexchange.com to learn more and get your vehicles moving.
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Have you ever looked in the mirror and thought, âAm I the problem?â Or perhaps you've felt that inner urge to redefine what success means for you, but didnât know where to start.
In this episode of The Dealer Playbook, I sit down with Adam MarburgerâCEO at Ascent Dealer Services-Co founder at Dental Protection Group-Best Selling Author-Brazilian Jiu Jitsu Black Belt. Heâs here to talk about something we all face but rarely admit: sometimes, weâre our own worst enemy. Adamâs journey from self-destruction to success is nothing short of a playbook for breaking through your own barriers.
In this episode, Adam pulls back the curtain on what it took for him to stare in the mirror and say, âYouâre the effing problem.â And trust me, itâs not the kind of conversation that ends there. This is about taking radical ownership, redefining success, and letting go of the toxic voices in our lives.
This oneâs raw, unfiltered, and straight from the heart. If youâre feeling stuck or just need a reminder that setbacks donât define you, this is your episode.
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This Episode's SponsorSell Smarter, Not Harder
AutoFi helps progressive dealers like you sell smarter, not harderâon 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 â 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.
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This week, I sit down with Ed Pizzigati, Parts and Service Director at Johnson Automotive Group, to unpack why fixed ops often takes a backseat to salesâand why that could be costing dealerships big time.
Ed reveals the hidden potential of fixed ops, from boosting profits to increasing customer retention. We explore:
Why fixed ops can be a dealershipâs goldmineThe cost of disconnect between sales and serviceStrategies to align service teams with a shared visionBuilding loyalty through real connections in the service laneIf youâre ready to make fixed ops your dealershipâs secret weapon, this episode is a must-listen!
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This Episode's Sponsor
FlexDealer Need Better Quality Leads? FLX helps car dealers get better quality leads through localized organic search and highly-targeted digital ads that convert.- - -
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Hey, DPB gang â buckle up for a spooky one because this episode is about to blow your mind. Ever felt like tech was moving so fast it was downright freaky? Well, I just stumbled onto something that left me feeling like my grandpa the first time he saw a cell phone. Iâm talking about Googleâs Notebook LM, an AI tool thatâs honestly one step away from holding full-blown conversations like your favorite talk show hosts. Yeah, I threw my Don't Wait, Dominate book into this thing and hit play...and what came out? Pure gold. It was like listening to two people banter back and forth about my own words with humor, depth, and all the personality in the world.
In this episode, Iâm pulling back the curtain on AI and its jaw-dropping capabilities for dealerships, marketers, and pretty much anyone ready to dominate in a digital world. Imagine a tool that doesnât just spit back information but can generate full-on conversations based on the sources you give it. Itâs spooky coolâespecially if youâre an early tech adopter like me.
But hereâs the real kicker: the more we dig into AI, the more we see how critical it is to stay human in our approach. Think of it this way: while AI might be the powerful tool we need to cut through todayâs noise, itâs still you that customers want to trust. So, if youâre worried about where this all leaves us as humans in the car biz, donât be. Thereâs a way forward that lets us own the tech without losing the soul.
Hit play for my deep dive into Notebook LM, wild stories about customer connection, and a few secrets on how to start creating lasting value in todayâs worldâusing tech thatâs anything but boring. Happy (AI) Halloween, my friends!
Thanks, For tuning in!If you enjoyed this episode, support us by clicking the links!
Connect with Michael Cirillo
Connect with Michael on LinkedInâïž Like this show? Please leave us a review here â even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally!
CLICK HERE to learn more about The Dealer Playbook!
More Dealers Are Choosing To Partner with FlexDealer
Looking for a reliable, high-performance dealership marketing partner? Visit https://www.flexdealer.com to discover why more and more dealers are choosing them over big-box providers.
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In this episode my guest is Todd CaputoâPresident of Todd Caputo Consulting and a guy whoâs been in the trenches of this industry for decades.
We dive deep into the state of the wholesale and retail markets, touching on everything from global politics to the looming used car shortage (spoiler alert: itâs coming, and youâll want to be ready). Todd shares his no-nonsense take on whatâs affecting our industry right nowâlike skyrocketing gas prices, the impact of natural disasters, and the financial squeeze on consumers.
But this episode isnât just about market analysis. We also get real about something that doesnât get talked about enough: complacency. Todd breaks down how post-COVID, many dealerships have fallen back into lazy habitsâand how thatâs costing them big time. We talk about the importance of emotional intelligence, hustle, and why listening to your customers might just be your secret weapon in an AI-driven world.
Hereâs the thing, folksâif youâre not thinking about where your business is vulnerable, youâre already behind. Todd drops some serious knowledge bombs on how to run a lean, mean operation and why leadership starts with holding yourself accountable before you can lead anyone else.
You wonât want to miss Toddâs perspective on where the industry is headed and how to stay one step ahead. This is an episode full of wisdom, humor, and some hard-hitting truths that will leave you thinking long after itâs over.
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This Episode's SponsorMore Dealers Are Choosing To Partner with FlexDealer
They help car dealers get better quality leads through localized organic search and highly-targeted ads that convert.
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