Advertise on podcast: The Dealer Playbook

The vendor hype machine has dealers buying AI SEO, GEO and AI visibility on faith. Brooke Furniss shows you what to verify before you write the next check. Every few months there’s another marketing acronym dealers are told they need to understand. And with each new term comes another vendor promising to get your store ahead. Brooke Furniss, founder of BZ Consultants Group and host of Facts Not Feelings, joins Michael Cirillo to break down what she’s seeing firsthand on calls with dealers and vendors. She’s watched dealerships get pitched overnight rankings, 50 AI-generated pages a day, and AI visibility tools that can’t tell a shopper in Chicago from one in Naperville. Her concern is that too many stores are signing before anyone checks what these products actually deliver. And if your SEO was weak before AI showed up, a new tool on top is a Band-Aid on a bullet hole. Here’s what you’ll take away: The red flags in an AI SEO pitch, from guaranteed overnight rankings to content volume that invites a Google penaltyThe questions that expose a white-labeled AI visibility tool, starting with whether it can read local intentA schema check you can run yourself on any page your provider says they’ve optimizedThe Google Search Console click-through benchmark Brooke uses in automotive, and what a low number says about your agencyWhy more AI content does little for your rankings while your Google Business Profile, reviews and listings still need workMichael and Brooke also get into why experienced operators fall for the fear-of-missing-out trap, and what happens when the pressure to move faster starts deciding where the dealership’s money goes. Subscribe to The Dealer Playbook for more conversations with operators doing interesting things in retail automotive. Takeaway: Before the next AI contract gets signed, make them show you the schema, the Search Console data, and exactly where their numbers come from. Facts, not feelings.Timestamps (00:00) Why Hype Matters (00:43) Show Support and Free Book (03:05) Snake Oil in AEO GEO (04:47) AI Visibility Tool Myths (08:40) AI Content Versus Slop (12:54) Fast Cheap Versus Right (16:17) One Meeting Hype Test (21:20) Why Wallets Open for Hype (22:49) Buzzwords and Echo Chambers (24:33) Connect and Closing

Could your dealership be missing out on 50 additional car sales every month? Luke Godwin, a third-generation car dealer, founder of Godwin Consulting Group, and co-host of the Independent Dealer Podcast, believes many franchise dealers are overlooking an opportunity sitting right inside their existing operations. Luke has managed a buy here, pay here business with over 900 customer accounts. And he's convinced that some of the customers franchise dealers turn away because of financing challenges could represent an entirely new source of business. Think about it. Your dealership spends money attracting customers, works to get them approved, and sometimes loses the sale when traditional financing falls through. What if you had another way to serve those buyers? Michael Cirillo sits down with Luke to unpack why franchise dealers should consider a separate buy here, pay here operation, what it takes to make one profitable, and the expensive mistakes that can come with getting it wrong. The takeaway: Before spending more money trying to bring new customers through your doors, take a closer look at the opportunities your dealership might already be letting walk away. Connect with Luke Godwin: https://godwinconsultinggroup.com Find him on LinkedIn and Facebook, or listen to the Independent Dealer Podcast. Timestamps (00:00) Who Can Run BHPH (01:00) Show Support Plug (03:39) Why Franchise Add BHPH (06:58) Hiring The Right GM (08:22) Three Gen Origin Story (12:26) Hunker Down Strategy (15:05) Community Marketing (19:30) Collections And Repos (21:59) Empathy Without Abuse (23:45) Early Mistakes Fixes (25:01) Ancillaries Reinsurance (26:13) Consulting And Wrap Up (26:46) Final Outro

This is one of those episodes where you'll want to pull up your own website halfway through. Michael sits down with his neighbor, Wade of Kerzie.ai, to talk about why AI keeps skipping right past dealership websites. Wade's been tracking how fast search is shifting. A year ago, 6% of people were using ChatGPT to search. Now it's 45%. When one of those people asks ChatGPT to find them a vehicle, AI doesn't read your homepage. It looks for a page written specifically for it. If that page isn't there, it pieces together an answer from older information, and that's when your hours and your inventory come back wrong. Wade walks through his front cover, back cover way of thinking about it, a simple test you can run on your site in under a minute, and how his team keeps a dealer's inventory current for AI every single day. If you're stuck on an OEM-mandated website platform, he's got good news for you there too. Connect with Wade at Kerzie.ai. His calendar and email are both there. Michael's takeaway: We spent twenty years learning how to get found by Google. This round is faster and cheaper to adapt to, but only for the dealers who actually do it. Timestamps (00:00) AI Findability Matters(01:26) Podcast Sponsor Break(02:52) AI Upside For Dealers(05:15) Search Shift To ChatGPT(09:46) Structure Beats Content(11:26) Inventory Data For AI(12:36) Author Your AI Profile(20:18) Future Of Websites(25:18) Human Value And Upskilling(29:17) Wrap Up And Contact(29:43) Final Outro

Kevin Rudolph sold 64 cars in a month and worked 14 or 15 days to do it. He didn't chase ups, and he didn't wait on the BDC. Kevin is a top-producing salesperson at a single-point Buick GMC store in rural northwest New Jersey. Before sales, he spent 13 years as a master tech and shop owner, and he only stepped onto the sales floor because his wife pushed him. He had one condition. His kids were going to know him. That condition forced him to build something most reps never do. In this conversation, Kevin walks Michael through the request he made to his bosses once his numbers backed it up. He shares how two full-time assistants became part of his deals, and why his customers are fine buying from his team when he's home with his family. He also talks about a mentor's line that became his reason for going to work every day, and why he won't sponsor anything he can't personally show up to. And Kevin explains what happened when his store took notice. Connect with Kevin on Facebook by searching #ridewithrudolph, or find Kevin Rudolph on LinkedIn. Michael's takeaway: "Kevin earned the help before he asked for it, and that help bought his family time back. Build the process, prove the units, then go get your people." Timestamps (00:00) 60 Cars Four Days (00:53) Sponsor Message FlexDealer (02:17) From Repair Shop To Sales (05:47) Family First Mindset (11:47) Building A Sales Team (16:41) Community Giveback That Works (20:38) First Three Career Moves (24:21) Culture Training And Small Markets (28:25) Key Takeaways And Mindset (32:22) Connect And Closing

Charlie Czerniawski, better known as Emcee Charlie, has spent more than two decades in automotive retail and built a significant following across Instagram and TikTok. But this conversation is much bigger than follower counts. Charlie explains how salespeople can use social media to become known in their market before a customer ever walks into the dealership. That familiarity changes the interaction. Customers start asking for specific people. Trust begins earlier. And the salesperson starts building demand around their own name instead of depending entirely on random floor traffic. Charlie shares some practical tips, including what he would do differently if he had to start all over again today. You can find Charlie on Instagram and TikTok as Emcee Charlie. Michael's takeaway: stop posting for attention and start posting proof. Your name is the thing that gets a customer through the door before price ever comes up. Timestamps (00:00) Why People Need To Know You (00:35) Starting From Zero Online (01:08) Quick Show Support Break (02:35) How Charlie Got Into Car Sales (06:36) Why He Reinvented His Content (09:12) Sell Yourself Before The Car (12:03) How To Build Repeat Customers (18:00) Surviving The Chaos Of Retail (20:19) What He’d Do Starting From Zero (24:46) You Don’t Need 50K Views (28:55) Become The Person Buyers Know (32:53) Match The Buyer To The Person (34:34) Connect With Emcee Charlie (35:31) Final Takeaway

Hank Ebeling is the Owner and Lead Coach at H4 Training. With a background in the fitness industry and a deep understanding of hospitality, Hank has honed his skills in delivering exceptional customer experiences. His expertise has helped numerous small businesses differentiate themselves through superior service, making him a sought-after consultant and author of "Crushing the Competition with Service." What We Discuss in This Episode: In this episode I sit down with Hank Ebeling to uncover the secrets of turning customer service into a formidable competitive advantage. Hank passionately discusses why exceptional customer service is the best marketing strategy a business can have. He argues that many business owners underestimate the power of outstanding service as a competitive advantage. Good customer service is not enough; it must be exceptional to create "walking billboards" for your business. Hank shares insights on how businesses can invest in their teams, hire the right people, and provide proper training to ensure that customer service becomes a true differentiator.  We explore the idea that hospitality and genuine customer care are teachable skills. Hank shares his belief that many businesses become tone-deaf to customers' needs because they are too focused on their own objectives. He stresses the importance of shifting from an ego-driven mindset to one that prioritizes serving customers. This shift not only enhances customer satisfaction but also drives long-term business growth. Tune in as we discuss the critical mindset shifts needed to prioritize customer service, the tangible benefits it brings, and practical steps to implement these strategies effectively. Thanks, Hank Ebeling! Timestamps (00:00) Welcome and Sponsor (00:31) Hank’s Service Origin Story (05:37) Make It About Them, Win Long Term (07:18) Service as a Marketing Advantage (11:40) FlexDealer Ad Break (12:07) Fitness vs. Car-Buying Skepticism (15:49) Be Genuine, Ditch the Script (17:08) Culture, Hiring and Empowerment (21:01) Lead Zombies and Capacity Reality (22:13) Why Hank Wrote the Book (25:14) Connect with Hank (25:53) Podcast Outro

How do you sell 300+ used cars a month in a town of 2,900 people, and buy 240 vehicles off the street without relying on auctions? In this episode, Rob Ruth the President / Owner of Bob Ruth Ford, Dillsburg PA breaks down the real playbook behind scaling a pre-owned-first dealership inside a franchise system, and why a startup mindset, disciplined acquisition, and a culture built on partnership can outperform “bigger market” excuses. Rob shares exactly how they pivoted during COVID when inventory vanished, how they built a team-based buying machine (starting with Facebook Marketplace outreach), and why used cars drive the whole store: service, parts, profitability, and growth. What you’ll learn: Why used cars are the real growth lever (40M used vs ~16M new) and how to differentiateThe acquisition-first framework: buying center, street buys, and scaling a sourcing teamHow to sell 8 used for every 1 new while keeping the OEM satisfiedWhat’s working now: $25K-and-under sweet spot, pricing discipline, and recon strategyLeadership and culture: treating employees like partners, creating career paths, and recruiting in a small marketThe recession-proof logic of building a pre-owned engine when markets shiftIf you’re a dealer, operator, or leader who feels boxed in by OEM pressure, market size, or “the way it’s always been done,” this episode will challenge you to rethink what’s possible and remind you why you got into this business in the first place. Timestamps 00:00 Introduction to the Used Car Mindset 00:36 The Story Behind Bob Ruth Ford 01:02 Key Elements of a Successful Pre-Owned Operation 01:13 Flex Dealer and the Dealer Playbook 02:35 Rob Ruth's Journey and Mindset 03:46 Challenges and Strategies in the Used Car Market 06:05 The Startup Mentality in a Family Business 15:20 Acquisition and Inventory Management 26:20 Community Impact and Leadership 33:29 Conclusion and How to Connect

Travis Baldwin started detailing cars at his family's independent dealership in 1999. He worked his way up through buyer, sales associate, sales manager, area manager, and eventually Vice President at Best Deal Auto Sales, all while serving on the board of the Indiana Independent Auto Dealer Association and spending time as a reserve police officer. Travis joins Michael to talk about something most dealers don't say out loud: that the sign at the ball field and the logo on the billboard might matter less than people think. He shares how his family has built trust in their community through quiet, consistent involvement, like helping an employee buy a house when their credit didn't qualify, without ever looking for credit or recognition in return. The conversation also gets into the auction buy that changed how Travis does business: a certified unit that showed up with metal in the oil and got relisted with no disclosure. That experience led him to build Dealer Defender, a platform that flags non-disclosed auction returns before they cost the next dealer. Find Travis on LinkedIn or learn more about his platform at dealerdefender.com. Michael's takeaway: the dealers who last aren't chasing the next lead source. They're the ones people trust enough to vouch for without being asked. Timestamps (00:00) Overachiever Origins (00:52) Sponsor FlexDealer (02:18) From Detailer to VP (05:12) Advocating Independents (08:27) Competing With Franchises (10:58) Future Focus Transparency (13:22) Community Over Marketing (22:11) Reserve Officer Lessons (24:20) Dealer Defender Story (27:43) Outro

Most dealerships want more visibility. The interesting question is whether they’re fully using the visibility they already have. In this episode, Michael Cirillo breaks down an overlooked opportunity inside Google Business Profile and how dealerships can use it to get in front of more high-intent local car shoppers. Google Business Profile is already helping shoppers find the store, read reviews, visit the website, call, get directions, and make purchase decisions. Michael’s point is simple: if shoppers are already moving through that channel, there are practical ways to make the experience work harder for the dealership. Michael uses Strosnider Chevrolet as a real-world example and walks through a simple execution anyone at the store can understand. The practical takeaway is straightforward: Before adding another tool, another platform, or another process, make sure you’re getting everything you can from what your dealership already has. Timestamps (00:00) Coming Up (00:53) Flex Dealer Plug (04:42) Napoleon Quote (05:17) Why GBP Wins (09:09) Social Reality Check (13:22) Reviews Matter (14:28) Updates Section Hack (19:22) Repurpose Everywhere (22:55) Do It Today (23:44) Wrap Up (24:20) Final Thanks

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. 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. Timestamps (00:00) Ethical Fading Warning (00:35) Episode Sponsor: FlexDealer (02:05) Legacy Matters (06:46) Why Teams Feel Stuck (10:25) Defining Ethical Fading (13:14) Reset With Values (16:30) Guiding Principles Exercise (19:50) Six Genius Types Explained (24:18) Action Steps And ROI (27:18) Using GPT As Chief Of Staff (30:24) Final Thanks And Subscribe

This week Michael talks with a Cadillac Sales Consultant at Andrews Cadillac in Brentwood, Tennessee, who spent years ranked in the top 100 nationally before ever posting online, and then built 150,000 followers in a single year without her numbers dropping. She walks through the moment she realized being good at her job wasn't enough to stay on top. She needed more people to know it. That's the shift that started everything, from her first clumsy videos to a system that now brings buyers in already trusting her. She also talks candidly about a cancer diagnosis during pregnancy, why she stopped tying her worth to whether she sold a car that day, and how she holds firm boundaries (home by 5, no Saturdays) while still outselling reps working six days a week. You can find her as AndreaSellsCadillac across platforms, or reach her directly through Andrews Cadillac in Brentwood. Michael's takeaway: the top of your market isn't a finish line, it's the point where you have to ask what got you here won't keep you here, so what's next. Timestamps (00:00) Rapid Growth Setup (00:49) Sponsor Message (04:05) Early Sales Lessons (06:55) Fitness To Dealership (08:31) Abundance Mindset Origins (11:20) Cancer Perspective Shift (16:25) Why Social Media Started (19:59) Hooking Viewers Fast (22:46) Reps And Authenticity (26:22) Cost Of Top Performer (29:23) Why Customers Choose Her (31:36) Boundaries And Balance (34:36) Connect And Wrap Up

Most dealers are fighting over a sliver of traffic while the majority goes unclaimed. Matt Copley, Co-Founder, Chairman, and Chief Revenue Officer of Hrizn, joins Michael to unpack it. With over 25 years across media, adtech, and martech, including a decade working inside retail automotive itself, Matt's built a career watching how dealers show up online, and now builds the platform to fix it. They dig into a number pulled from SparkToro, Datos, and Semrush: paid clicks only account for 1.8 to 4.9% of all clicks after a search. The rest is organic, and it's where the real opportunity sits. They get into why chasing hundreds of keywords through an outside SEO vendor is a losing fight, how a simple wearable AI note taker can capture a service writer's or product specialist's knowledge with zero extra work, and a mistake already live on plenty of dealer sites right now: unchecked AI-generated vehicle descriptions. Connect with Matt Copley on LinkedIn, or head to Hrizn.io for their resource library on content and search, open to anyone whether they're a customer or not. Michael's takeaway: stop fighting for the 2%. The 98% is already there, and it's free. Timestamps(00:00) Stop Chasing Keywords (01:13) Sponsor Message FlexDealer (02:38) Content Lives In Store (03:30) Outsourced Content Problem (07:12) Capture Expertise With AI (09:10) Search Everywhere Strategy (14:48) Paid Vs Organic Flip (20:08) Social As Infrastructure (23:09) People Over Brands (28:54) Fight AI Content Slop (35:38) Podcast Outro

Average production has a cost, and it usually shows up long before someone notices it in their paycheck. After 18 years in automotive retail, Raul stepped away from the general sales manager position and returned to the showroom floor as a client advisor. He wanted to reconnect with the customer experience and find out what separates someone selling ten cars a month from someone consistently producing 20 or more. Raul explains why average producers often wait for perfect deals, avoid low-gross opportunities, and talk themselves out of transactions before the customer ever does. High performers keep stacking deals, serve every customer well, and understand that one additional sale can unlock thousands of dollars in volume bonuses. He also shares why personal presentation matters, how helping coworkers strengthens the entire store, and why operating like an owner can make you more valuable regardless of your title. The conversation moves into social media, where Raul breaks down how educational content creates real business. One video about the G-Wagon market led to a factory order, an interim lease, and a referral who purchased another vehicle. Raul is a client advisor with 18 years of dealership experience and the creator behind Vincierge. Connect with him on Instagram, TikTok, and Facebook at @vincierge Michael’s takeaway: Average is expensive. Stop waiting for better opportunities and become better at serving the opportunities already in front of you. Timestamps 00:00 Intro 00:48 Dealer Playbook Support 02:10 Why He Returned 08:41 Can Connection Be Taught 15:37 Play by the Rules 19:39 Leadership Advantage 26:52 Money Versus Meaning 29:03 From 10 to 40 Cars 35:00 Service First Selling 40:56 Social Media Reality 42:06 Content That Sells 49:29 Authenticity Over AI 51:48 Right People Not Viral 55:25 Wrap Up and Connect

Every operator has felt it: too many fires, no clear order of attack, and the creeping sense that whatever you fix first is a guess. This episode centers on a simple decision-making framework: plot every project against how easy it is to achieve and how big the return would be, then go after the highest-value, lowest-effort work first. It's borrowed straight from corporate America, and it works because it's simple. The conversation walks through how that framework actually shapes daily decisions, why testing to optimize beats constantly chasing the next new tool or vendor, and how to know which problem in front of you actually deserves your attention first. The takeaway: you don't need more tools to fix operational overwhelm. You need a filter for what's actually worth solving first. Timestamps (00:00) Intro (00:31) Show Support and Free Book (01:58) From Paper Brands to Career (07:19) Digital Tools vs Efficiency (10:49) Practical AI Across 17 Stores (12:47) Scaling Social Video with AI (20:18) Optimize Vendors and People (23:47) Value Still Wins (24:24) Defining Good Human (24:54) Respect And Listening (30:41) Longevity Through Uncertainty (33:29) Consent And FTC Compliance (36:14) AI Adoption And Fatigue (37:28) Responsible AI Guardrails (42:08) Connect With Gary (44:05) Final Thanks And Outro

Jonathan Dawson has spent over 20 years training dealerships as the president and founder of Sellcology and co-founder of the Pinnacle Society. A year ago, he became an owner and operator himself at Cherokee Mitsubishi. This episode centers on one story: a 10 year veteran salesperson who'd been chasing 40 cars a month for a decade, topping out at 39, and told Jonathan flatly that the only way to get there was to fire five coworkers and add more staff and inventory. Jonathan walked him through a simple math exercise instead, built entirely off the salesperson's own best single day. Two months later, he sold 62 cars. No new hires, no new inventory. Jonathan also gets specific about the moment he had to write up his own top performer twice in two days, why he didn't let it slide even though it stung more than he expected, and the principle he now runs his store by: you either raise your people to your standard, or you eventually lower your standard to your people. Michael's takeaway: the ceiling most salespeople hit isn't a real ceiling, it's a number they made peace with a long time ago, and the fastest way to break it is math, not motivation. (00:00) Standards Dilemma (00:45) Show Support And Free Book (02:11) TikTok Prodigy And Stewardship (04:08) Stewardship Defined With Examples (08:24) Self Accountability And Value (11:56) Building Owners In Business (14:50) Dealer Principal Hard Lessons (19:01) Non Negotiables And Accountability (21:58) Vision And Personal Branding (30:45) Unlocking Bigger Potential (36:12) Motivation And Kingdom Impact (39:25) Connect And Closing Remarks