596 episodes

The car business is rapidly changing and modern car dealers are meeting the demand. Join Michael Cirillo on The Dealer Playbook podcast which features expert interviews, actionable advice, and insights that will help you create a thriving career and life within the retail automotive industry. 

The Dealer Playbook Michael Cirillo

    • Business
    • 4.9 • 123 Ratings

The car business is rapidly changing and modern car dealers are meeting the demand. Join Michael Cirillo on The Dealer Playbook podcast which features expert interviews, actionable advice, and insights that will help you create a thriving career and life within the retail automotive industry. 

    From Clicks to Customers with Glenn Pasch

    From Clicks to Customers with Glenn Pasch

    Glenn Pasch, an industry veteran with a penchant for data-driven insights and a logical approach to marketing, brings decades of expertise in digital marketing and dealership strategies. As the brains behind PCG Digital, Glenn has empowered countless dealerships to optimize their marketing efforts and unlock hidden sales potential.
    What We Discuss In This Episode:
    We kick off our conversation by dissecting the enigma of marketing attribution, unraveling why despite a substantial influx of website visitors, sales opportunities often remain untapped. Glenn brings a refreshing perspective, emphasizing the necessity of demystifying marketing attribution to uncover hidden sales potential and drive tangible results for dealerships.
    As our discussion unfolds, Glenn and I delve into the essence of customer experience, highlighting its pivotal role in shaping dealership marketing strategies. We navigate through the logic behind prioritizing customer satisfaction, stressing the importance of fostering meaningful interactions at every touchpoint. Through Glenn's insights, we unveil the power of aligning marketing efforts with customer-centric principles, ultimately revolutionizing the dealership landscape.
    Our conversation extends beyond theory, delving into actionable strategies for maximizing sales opportunities and driving sustainable growth. Through Glenn's expertise, we unveil practical tactics for converting website visitors into loyal customers, emphasizing the importance of personalized marketing and tailored messaging. From optimizing website experiences to leveraging data-driven insights, Glenn equips listeners with the tools to transform marketing efforts into tangible sales outcomes.
    In the culmination of our dialogue, Glenn underscores the significance of personalized marketing and the power of maintaining ongoing customer engagement. With a strategic focus on nurturing relationships and delivering exceptional experiences, Glenn empowers dealerships to transcend conventional marketing paradigms and unlock unparalleled success. 
    Thanks, Glenn Pasch!
    If you enjoyed this episode featuring Glenn Pasch, support us by clicking the links! 
    Connect with Glenn Pasch on LinkedInListen to the full episode for insights and context from Glenn Pasch! 
    ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    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.

    • 22 min
    Driving Business Innovation in the Electric Vehicle Sphere with Alex Lawrence

    Driving Business Innovation in the Electric Vehicle Sphere with Alex Lawrence

    Alex Lawrence is the CEO and co-founder of Ev Auto, a pioneering dealership specializing in electric vehicles. With a background in franchising and tech, Alex brings a wealth of experience to the table, along with a passion for creating exceptional customer experiences. His dedication to honesty, integrity, and innovation has propelled Ev Auto to success in the competitive EV market.
    What We Discuss In This Episode:
    We start by tracing Alex's remarkable journey from his background in franchising and tech startups to the inception of Ev Auto. His diverse career path and passion for innovation set the stage for a dealership experience unlike any other in the EV market.
    One of the central themes we explore is how Ev Auto is reshaping the traditional dealership model. Alex reveals his commitment to creating an unforgettable experience for customers, emphasizing a no-pressure sales approach and a welcoming atmosphere. By prioritizing customer education and satisfaction, Ev Auto has carved out a niche in the competitive EV landscape.
    Throughout our conversation, Alex emphasizes the importance of staying true to core values. In an industry often associated with high-pressure sales tactics, Ev Auto stands apart with its emphasis on honesty, integrity, and transparency. Alex shares insights into how these values have not only built trust with customers but also fueled the dealership's long-term success.
    As we delve deeper into the EV market, Alex offers insider recommendations on must-try electric vehicle models. From high-performance luxury cars to budget-friendly options, Ev Auto caters to a diverse range of customers with different preferences and budgets. Alex's expertise and passion for EVs shine through as he discusses the exciting future of electric vehicles.
    Thanks, Alex Lawrence!
    If you enjoyed this episode featuring Alex Lawrence, support us by clicking the links! 
    Connect with Alex Lawrence on LinkedInListen to the full episode for insights and context from Alex Lawrence! 
    ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    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.

    • 23 min
    Spanish SEO Does Matter! | Ally Pinon

    Spanish SEO Does Matter! | Ally Pinon

    Are you leaving a massive chunk of the market untapped? Welcome back to another insightful episode of the Dealer Playbook podcast. Today, we're delving deep into the world of marketing segmentation, focusing specifically on the Hispanic marketplace.
    Joining me today is Ally Pinon, the Digital Marketing Director for Chastang Ford, as we uncover the secrets to successfully reaching and engaging with this vibrant demographic.
    What We Discuss In This Episode:
    In this episode, Ally Pinon and I explore marketing segmentation with a focus on the Hispanic market, addressing challenges like language and cultural nuances. We highlight the importance of word-of-mouth in Hispanic communities and strategies to leverage it, emphasizing cultural relevance over mere translation.
    Ally shares insights on authentic engagement through local influencers and balancing marketing channels for dealership growth. The discussion underscores the necessity of authenticity, cultural understanding, and strategic marketing to connect with Hispanic consumers and foster long-term relationships, offering actionable tips for dealerships aiming to tap into this demographic's potential.
    Thanks, Ally Pinon!
    If you enjoyed this episode featuring Ally Pinon, support us by clicking the links!
    Connect with Ally Pinon on LinkedInListen to the full episode for insights and context from Ally Pinon!
    Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    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.

    • 25 min
    From Plastic Surgery to Auto Marketing Mastery | Adrian Gibbs

    From Plastic Surgery to Auto Marketing Mastery | Adrian Gibbs

    When Adrian Gibbs, Marketing Director of Nimnicht Family of Dealerships, stepped into the world of automotive marketing, she brought with her the competitive edge of the plastic surgery industry and a knack for nurturing customer relationships. Our exchange is as insightful as it is humorous, revealing the unexpected connections between such diverse fields and underscoring the transformative power of innovative thinking. Adrian's journey from nannying to navigating the nonprofit sector and now revving up the marketing engine in automotive sales, showcases a career path that is anything but ordinary.


    What We Discuss In This Episode:


    This episode peels back the curtain on the traditional, and sometimes outdated, practices that have long governed automotive marketing. We navigate through the maze of customer experience, finding parallels in the simplicity of choosing an ice cream flavor. Emphasizing the need to craft a clear and inviting journey for potential buyers, we dissect the common pitfalls, such as an over-reliance on third-party leads, and champion the approach of personalizing the car buying experience.


    Venturing into the technical trenches, we unravel the complexities of dealership operations and the critical role of auditing third-party vendors. Adrian leads us through her methodical process, challenging every step from cost to impact on the customer. We wrap up by discussing the balancing act faced by marketing directors, sharing tactics to maximize efficiency and cultivate a robust team dynamic. 


    Thanks, Adrian Gibbs!


    If you enjoyed this episode featuring Adrian Gibbs, support us by clicking the links! 


    Connect with Adrian Gibbs on LinkedInListen to the full episode for insights and context from Adrian Gibbs! 


    ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! 


    Connect with Michael Cirillo


    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 


    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.

    • 35 min
    How TikTok Is Shaping the Next Wave of Digital Marketing for Young Consumers with Paul de Vries

    How TikTok Is Shaping the Next Wave of Digital Marketing for Young Consumers with Paul de Vries

    Paul De Vries is the Founder of #DCDW, Spokesperson for Marktplaats Automotive, and Co-Owner of Carmen BDC. With an impressive track record in dealership ownership, BDC management, and online car sales, Paul is recognized as a trailblazer in the automotive space, revolutionizing marketing tactics and driving unprecedented success.
    What We Discuss In This Episode:
    1. Unveiling New Market Opportunities:
    Discover Paul's unparalleled ability to spot untapped market potential and seize opportunities for growth, from targeting younger demographics to redefining mobility solutions for all ages.
    2. Leveraging Formula One Heritage for Marketing:
    Explore how Paul ingeniously leverages the allure of Formula One heritage to make city cars irresistible to a younger audience, utilizing social media platforms like TikTok to captivate and convert.
    3. The Power of Personalized Engagement:
    Delve into Paul's philosophy on lead handling and the delicate balance between AI automation and personal engagement, ensuring consistent and effective follow-up strategies.
    4. Building an Online-First Dealership Experience:
    Learn how Paul pioneers a seamless online-to-offline dealership experience, utilizing cutting-edge technology to bring the showroom directly to customers' screens.
    Embark on a journey with Paul de Vries, our guest straight from NADA, as we unravel the complexities and opportunities for franchise dealers eyeing the burgeoning markets of 2024.
    We then pivot to reveal how TikTok is revolutionizing lead generation, swapping dated marketing methods for viral content that resonates with the youth. Discover the unexpected triumph of certain video genres, the wisdom in granting influencers creative reign, and the crafty strategies employed to captivate a diverse social media audience. This is your portal to the frontlines of digital marketing innovation.
    Thanks, Paul De Vries!
    If you enjoyed this episode featuring Paul De Vries, support us by clicking the links! 
    Connect with Paul De Vries on LinkedInListen to the full episode for insights and context from Paul De Vries! 
    ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    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.

    • 24 min
    The DEATH of Marketing Attributions | Rand Fishkin

    The DEATH of Marketing Attributions | Rand Fishkin

    Rand Fishkin is cofounder and CEO of  SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder.
    What We Discuss In This Episode:
    Get ready to challenge everything you know about marketing attribution with Rand Fishkin, who brings his formidable expertise back to The Dealer Playbook Podcast. We're tearing apart the myths that big tech wants you to believe about sales attribution, and giving you the straight talk on where your marketing efforts aacre really landing. As we exchange stories on how to stay genuine and reachable in the digital realm, Rand's commitment to personal interaction shines through, reminding us all of the human touch in the tech-saturated world of marketing.
    Laugh along with our musings on "Deadlock" and "Brooklyn Nine-Nine," and see how these shows mirror the multi-generational impact of social media. Then, prepare to have your mind blown by the capabilities of SparkToro, the game-changing tool that is transforming the way we research and reach our target audiences. Whether you're aiming your message at interior designers in the City of Angels or any other specific group, this episode is brimming with insights that will elevate your marketing strategy and forge deeper connections in the ever-evolving digital landscape.
    Thanks, Rand Fishkin!
    If you enjoyed this episode featuring Rand Fishkin, support us by clicking the links! 
    Connect with Rand Fishkin on LinkedInListen to the full episode for insights and context from Rand Fishkin! 
    ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! 
    Connect with Michael Cirillo
    Connect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! 
    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.

    • 37 min

Customer Reviews

4.9 out of 5
123 Ratings

123 Ratings

mvelasco07 ,

A must-listen!

The Dealer Playbook has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

MCivilization ,

MC is as solid as it gets.

Even if I don’t think the guest or topic for the week are relevant, I always end up with a great take away. Cirillo is solid.

OateseyInSD ,

Entertaining and informative

I’m a huge fan of Michael and his approach to podcasting. It’s both fun and informative. Thanks for having me on and for offering this resource to dealers!

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