The Dealer Playbook

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The Dealer Playbook

Michael Cirillo

664 episodes

2 days ago

In this episode, my guest is Colin Carrasquillo, Digital Marketing Manager at Nielsen Auto Group. We’re diving into some of the real challenges and solutions that most dealers are thinking about but rarely talk about out loud. We talk about what it actually looks like to get your vendor partners working together instead of pulling in different directions. Colin shares how he’s doing this at scale across 14 rooftops and why it’s changing the game for their group. We also get into why most deal...

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All content for The Dealer Playbook is the property of Michael Cirillo and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

In this episode, my guest is Colin Carrasquillo, Digital Marketing Manager at Nielsen Auto Group. We’re diving into some of the real challenges and solutions that most dealers are thinking about but rarely talk about out loud. We talk about what it actually looks like to get your vendor partners working together instead of pulling in different directions. Colin shares how he’s doing this at scale across 14 rooftops and why it’s changing the game for their group. We also get into why most deal...

Show more...

Episodes (20/664)

The Dealer Playbook

Ep. 667 - The New Rules of SEO for Car Dealers in 2025, with Colin Carrasquillo

In this episode, my guest is Colin Carrasquillo, Digital Marketing Manager at Nielsen Auto Group. We’re diving into some of the real challenges and solutions that most dealers are thinking about but rarely talk about out loud. We talk about what it actually looks like to get your vendor partners working together instead of pulling in different directions. Colin shares how he’s doing this at scale across 14 rooftops and why it’s changing the game for their group. We also get into why most deal...

2 days ago

47 minutes

The Dealer Playbook

Ep. 666 - What Most Dealerships Gets Wrong About CRM, with Sam Maimone

In this episode, my guest is Sam Maimone from Activix, and we’re diving into a part of the car business that most people think they’ve figured out—but really haven’t: CRM. We talk about why most CRM setups are missing the mark and why buying more leads won’t solve the real problem. Sam shares what he’s seeing inside hundreds of dealerships and the small shifts that can completely change how your CRM performs. We also explore why skipping proper discovery can cost you, and what a good CRM pro...

1 week ago

26 minutes

The Dealer Playbook

Ep. 665 - Why Fixed Ops Isn’t Back-End—It’s the Backbone, with Nicole Dolphin

In this episode, my guest is Nicole Dolphin, Retail Development Manager at Groupe Touchette, and we’re digging into the part of the dealership that doesn’t always get its fair share of attention—Fixed Ops. Nicole shares how the service department isn’t just about oil changes and tires. It’s a relationship hub. It’s where trust is built (or lost). It’s often the reason someone decides to buy their next vehicle from you—or not. We talk about how dealerships can better introduce customers to the...

2 weeks ago

21 minutes

The Dealer Playbook

Ep. 664 - How to Create a High-Performance Dealership Culture, with Jill Schulman

In this episode, my guest is Jill Schulman, USMC veteran, leadership coach, and author of The Bravery Effect. We dig into the surprising role that bravery plays in building high-performing cultures—not just in the military, but in dealerships, teams, and even our personal lives. Jill shares the science behind why playing it safe actually leads to burnout, anxiety, and unhappiness, and how the most fulfilled, successful people have something in common: they’ve learned how to build bravery like...

3 weeks ago

34 minutes

The Dealer Playbook

Ep. 663 - The Laws That Top Performers in Retail Auto Obey, with Alan Dickie

In this episode, my guest is Alan Dickie, President - www.AlanDickie.com and a returning DPB alum. Alan’s one of those guys who doesn’t just talk about success—he breaks it down to the bone. In this conversation, we explore what he calls the “laws” that make success predictable in life and business. We talk about why most salespeople stay stuck selling 8–12 cars a month while a few are pulling in 30+. It’s not about personality. It’s not about luck. It’s about understanding how human behavior...

1 month ago

23 minutes

The Dealer Playbook

Ep. 662 - AI, Accountability, and the $30 Leak in Your Marketing, with Matt VanDyke

In this episode of The Dealer Playbook, I sit down with Matt VanDyke, President of Shift Digital, to unpack some of the most pressing—and overlooked—topics in automotive marketing right now. From mobile-first lead strategies to AI-powered insights, Matt brings a rare, high-altitude perspective that cuts through the fluff and actually makes sense of what’s happening in the trenches. We talk about: Why phone calls and text messaging are quietly dominating lead conversionsHow to rethink click-to...

1 month ago

23 minutes

The Dealer Playbook

Ep. 661 - What Agentic AI Means for the Future of Automotive Retail, with Barry Hillier

In this episode, my guest is Barry Hillier, co-founder of Auto Agentic A.I. and someone I’ve known and respected for years. Barry’s got a deep background in SaaS and marketing, and he’s one of those rare people who can make complex tech make sense—and more importantly, make it useful. We talk about what AI actually means for dealerships, business owners, and people in general—not in the theoretical sense, but in the “what should I be doing about this right now?” kind of way. Here’s a glimpse ...

1 month ago

31 minutes

The Dealer Playbook

Ep. 660 - How To Turn Friction Points Into Profit Centers, with Jacqui Barker

In this episode, my guest is Jacqui Barker, Global OEM Strategy Director at Keyloop, joining me from the floor of the Toronto International Auto Show. We get into the real stuff—the behind-the-scenes friction points in today’s car buying journey and what needs to change now if dealerships want to stay relevant in a world of evolving tech and rising customer expectations, and let me tell you—this conversation will challenge how you see digital retailing, data integration, and the customer expe...

1 month ago

24 minutes

The Dealer Playbook

Ep. 659 - Expanding Your Dealership’s Revenue Stream, with Shahin Alizadeh

In this episode, my guest is Shahin Alizadeh, President and CEO of Downtown Auto Group – a powerhouse in the automotive and real estate industries. Shahin has redefined what a dealership can be, transforming a small, struggling lot to then developing a leading edge Auto Complex But this isn’t just another dealership success story. Shahin dives deep into how he leveraged prime real estate to create a hybrid model that generates revenue from car sales, fixed operations, and real estate developm...

1 month ago

30 minutes

The Dealer Playbook

Ep. 658 - Lessons in Influence from One of Canada's Most Respected Leaders, with Agnes Di Leonardi

My guest in this episode is Agnes Di Leonardi — an automotive executive, a lawyer, and one of the few recipients of the prestigious Order of Canada for her contributions to the industry. With over 30 years of experience across companies like Ford, Mazda, and Simtec Dealer Services, Agnes brings a wealth of knowledge about leadership, inclusion, and the evolution of the auto business. In this episode, we talk about why representation matters, how resilience and curiosity fuel career growth, an...

2 months ago

22 minutes

The Dealer Playbook

Ep. 657 - Human First, AI Fast: The New Sales Formula, with Kyle Mountsier

In this episode I’m hanging out in person with my good friend Kyle Mountsier—COO at ASOTU (Automotive State of the Union), we talk about everything from AI implementation in dealerships to the real reason human connection is the most valuable currency in retail auto. We’re recording this one in person from New York City, floor-sitting style (yep, you read that right)—and it’s one of the most candid, dynamic convos I’ve had. We dive into: How to responsibly integrate AI into your dealership wi...

2 months ago

21 minutes

The Dealer Playbook

Ep. 656 - Avoid This Mistake, Unlock Customer Loyalty, with Christine Mitchell

In this episode, my guest is Christine Mitchell—aka The Car Lady— founder of The Car Lady Canada, and we talk about what it really takes to build dealership loyalty, elevate women in automotive, and create a culture that actually sticks. Christine’s been in the car business since she was 16—and what started as a gig in the lube lane turned into a national movement that’s helping dealers across the country retain customers and talent. We talk about: Why most “women in automotive” conversations...

2 months ago

22 minutes

The Dealer Playbook

Ep. 655 - How to create a Culture that delivers the Brand Promise, with Edwin Frizzell

In this episode, my guest is Edwin Frizzell, Regional Vice President and General Manager at the legendary Fairmont Royal York, and we’re talking about what it really takes to create unforgettable guest experiences, build strong internal culture, and lead with purpose in fast-paced, high-expectation environments. Edwin shared a real-world example of how a single gesture at a car dealership completely changed his perception—and potentially his buying decision. “I’m actually considering buying a...

2 months ago

20 minutes

The Dealer Playbook

Ep. 654 - What the Top 1% of Dealers Are Doing Differently on Social Media, With Miranda Pyette

In this episode, my guest is Miranda Pyette, founder of Purpose Automotive and one of the sharpest minds in the game when it comes to dealership social strategy. She’s been in the trenches. From hustling newspaper ads to helping dealers make the massive leap from print to digital. Now, she’s leading a powerhouse team of women helping dealerships across Canada crush it on platforms like TikTok, Instagram, Facebook, and more. In this episode, we unpack: How dealers can stop getting crushed by “...

3 months ago

27 minutes

The Dealer Playbook

Ep. 653 - The Hidden Influence of Retail Spaces on Customer Behavior, with Omar Gandhi

In this episode, my guest is Omar Gandhi, founder of Omar Gandhi Architects (OG) and the architectural genius behind Audi Haus. Omar’s firm, Omar Gandhi Architects, has built a reputation for creating spaces that do more than just exist—they make people feel something. And as it turns out, when people feel something, they’re more likely to engage, connect, and even buy. In this episode, we talk about the power of intentional design and how Omar, the brilliant architect behind Audi Haus shares...

3 months ago

20 minutes

The Dealer Playbook

Ep. 652 - The #1 Mindset Shift That Will Transform Your Dealership’s Success, with Nick Askew

In this episode, my guest is Nick Askew, CEO of Space Auto— a guy who went from composing music to selling cars to building game-changing tech for dealerships. Yeah, you read that right. His journey proves that creativity, sales, and innovation are more connected than we think—and that fresh thinking might be exactly what the auto biz needs right now. Nick and I dive into the good stuff—big ideas, bold perspectives, and the kind of convo that makes you stop and go, “Huh… never looked at it th...

3 months ago

29 minutes

The Dealer Playbook

Ep. 651 - From Bank Robber to Car Sales Master, with Luke Lunkenheimer

In this episode, my guest is Luke Lunkenheimer, the President of Paid to Persuade, and let’s just say… his road to success wasn’t exactly a straight line. Before becoming a persuasion expert and sitting at the table with guys like Tai Lopez and Brad Lea, Luke took a few, uh… detours but we’ll get to that. But here’s the crazy part—his past is exactly what shaped him into the sales and leadership expert he is today. We’re talking about a guy who went from getting locked up to unlocking n...

3 months ago

33 minutes

The Dealer Playbook

Ep. 650 - Remembering Jim “Alpha Dawg” Ziegler

In this special episode, I pay tribute to my friend and industry icon, Jim "The Alpha Dawg" Ziegler. If you’ve been in the car business for more than five minutes, you probably know his name—or at the very least, you’ve heard his unmistakable voice calling it like it is. Jim was one of a kind, and his impact on the industry, and on me personally, is something I won’t soon forget. And because his words still carry weight today, I’m including a full replay of our last convers...

4 months ago

39 minutes

The Dealer Playbook

Ep. 649 - The Ultimate Customer Magnet for Dealerships, with John Dwyer

In this episode, my guest is John Dwyer—a marketing enigma known for crafting “way-outside-the-box” customer attraction strategies. John is the brains behind campaigns that have turned entire industries on their heads. He’s the guy who got Jerry Seinfeld out of retirement for an ad campaign (seriously, who does that?!), and he’s been helping businesses attract customers like a magnet without ever relying on discounting. And in this episode? We’re pulling back the curtain on how he does it. &n...

4 months ago

24 minutes

The Dealer Playbook

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

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 ...

4 months ago

27 minutes

The Dealer Playbook

In this episode, my guest is Colin Carrasquillo, Digital Marketing Manager at Nielsen Auto Group. We’re diving into some of the real challenges and solutions that most dealers are thinking about but rarely talk about out loud. We talk about what it actually looks like to get your vendor partners working together instead of pulling in different directions. Colin shares how he’s doing this at scale across 14 rooftops and why it’s changing the game for their group. We also get into why most deal...