PODCAST · business
The Dealer Playbook
by Michael Cirillo
The Dealer Playbook is the podcast for serious automotive professionals. The ones who think beyond the transaction.Hosted by Michael Cirillo, now in its 12th year, The Dealer Playbook delivers straight-talk conversations with the dealers, operators, and leaders who are actually building something.If you run a store, lead a team, or are building a career worth having, this is your show.New episodes every week. Follow so you don't miss one.
Episodes
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“50 More Cars a Month” - Why Every Franchise Dealer Needs a Subprime Department | Luke Godwin, Owner Godwin Motors
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...
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“AI Can’t Find You” — Why AI Is Skipping Your Dealership Website | Wade Kerzie, Founder Kerzie AI
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...
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“I Didn’t Have to Chase Ups” — Car Sales Systems Behind 64 Cars in 15 Days | Kevin Rudolph, Sales Team Leader at Royal Buick GMC
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…
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“Stop Doing The Memes” — What Actually Works for Dealers on Social Media | Charlie Czerniawski, Car Sales Manager at Sansone Toyota
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…
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"Forget the Gimmicks" - How to Win Customers for Life | Hank Ebeling, Owner and Lead Coach at H4 Training
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...
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"Sold 300+ Used Cars" - This Ford Store Cracked The Used Car Game | Rob Ruth, President - Bob Ruth Ford
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...
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"We Want To Actively Give Back" — An Independent Dealer On Trust Over Ad Spend | Travis Baldwin, Vice President at Best Deal Auto Sales
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...
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“Put This To Work” - The Secret Weapon Your Competitors Don’t Know About | Michael Cirillo, CEO at FlexDealer
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...
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"Absolutely Cancerous" - The Biggest Problem In Retail Auto and How To Solve It | Michael Cirillo, CEO at FlexDealer
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”…
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“What’s the Next Move” — How Top Car Sales People Stay Ahead of the Market | Andrea Anderson, Cadillac Sales Consultant
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...
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"1.8% Of Clicks Are Paid" - The Traffic Every Dealer Is Leaving On The Table | Matt Copley, Co-Founder & CRO of Hrizn
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…
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“Ten Cars Does Not Work” - The Habits Behind Higher Car Sales | Raul Tomsa, Client Advisor at Motor Werks
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...
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"We Solved a Huge Problem" — How This 17-Store Group Decides What to Fix First | Gary LaDue, Marketing Dir. Modern Auto
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...
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“39 Cars To 62” - How A Store Fixed A Decade-long Sales Plateau In 60 Days | Jonathan Dawson, Dealer Principal at Cherokee Mitsubishi
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...
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"175 to 400 Cars a Month" — The Used Car Reframe That Changed Every Department | Rob Dell, VP at Bob Ruth Ford
Rob Dell runs a Ford store in a town of just 2,700 people, boxed in by a competing Ford dealer every seven miles. Instead of fighting for new car volume he could never win, he rebuilt his store around used cars, taking monthly volume from around 175 to close to 400. Rob Dell is the Vice President...
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“My Team Will Adapt at the Drop of a Dime” — The GM Playbook for Leading When You Don’t Have All the Answers | Charlie Spradlin, GM Art Moehn Auto Group
There's a moment in this conversation where Charlie Spradlin says something most GMs would never admit out loud, and it's the reason his multi-rooftop dealer group keeps adapting faster than everyone else around him. He's not running things the way you'd expect for someone breaking records the…
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"There is money to be made" — Unlocking Profit in the Used EV Market — Ryan Osten, Co-Founder & CEO at Lyteflo
Is your dealership struggling to move used EVs while your competitors are banking big? It's time to stop letting inventory sit and start capitalizing on the massive opportunity in the pre-owned electric vehicle market. In this episode with Lyteflo Co-Founder and CEO Ryan Osten, you'll discover…
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"The middle ground" — How Smart Dealers Use AI Beyond Hype or Fear | Michael Cirillo, CEO at FlexDealer
Are the "AI zealots" and "AI doomsayers" clouding your judgment about what artificial intelligence actually means for your automotive retail business? It’s time to move beyond the hype and fear and discover the practical, actionable ways AI can elevate your dealership and refocus your team on…
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"Inventory as a Catalyst" — Why Inventory Is Still Your Most Overlooked Lever | Dan Collingridge, CTO At Flex Dealer
Are you still relying on outdated inventory practices that drain your profits and time? Many general managers and dealer principals dismiss inventory operations as "not super exciting problems," yet these foundational issues are costing your dealership hundreds of thousands in wasted ad spend and...
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"$400 A Transaction" — Boosting F&i Profit With Data-driven AI | Adam Marburger, CEO at Ascent Dealer Services
In this episode, automotive F&I expert Adam Marburger reveals how leveraging data and accountability is generating a nearly $400 lift in F&I PDR per transaction for dealerships. Discover how top-performing dealers aren't chasing the next shiny object, but instead focusing on human capital and...
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"The Gap Is Widening" — Predicting WHO Wins And Loses In Today's Auto Market | Glenn Lundy, President 800% Elite Auto
In today's rapidly changing automotive retail landscape, are you positioning your dealership for unprecedented growth or an inevitable decline? Many long-standing car dealerships are facing a market that’s poised to create a “bloodbath for many,” while simultaneously launching others to...
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"Billion Miles of Data" — How AI Finds Hidden Profit In A Flat Market | Greg Uland, VP of Marketing, The Reynolds and Reynolds
Are you leaving money on the table in a flat market? While some see limited growth, others are leveraging technology to find profitability others miss. The key isn't working harder, it's working smarter. In this episode, Greg Uland, VP of Marketing at The Reynolds and Reynolds, reveals how…
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"Own your backyard" - The Fastest Way to Increase ROI In Your Dealership | Troy Spring, Founder Dealer World
Is your dealership spending more on ads but selling fewer cars? Many automotive retail leaders pour massive budgets into marketing, hoping to generate more traffic, only to find their ROI shrinking. What if the answer isn't "more" but "smarter" – starting with your own backyard? From this…
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"Choose hard" — Finding Your Edge in Automotive Retail | David Spisak, Founder and CEO of DGS
Are you tired of hearing the same old talk about how "hard" automotive retail is? Everyone acknowledges the challenges, but few are willing to roll up their sleeves and actually do the hard work that creates real, sustainable dealer growth. This isn't about avoiding difficulty; it's about making...
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"Wearing the story" — Marketing cars through authentic connection | Paul J Daly, Founder/CEO ASOTU
Is your dealership marketing feeling hollow? Are you chasing digital trends only to find your message falls flat? Many in automotive retail are struggling to cut through the noise, constantly investing in strategies that fail to build genuine connection or long-term loyalty. This isn't just about...
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"Brand Safety" — Why Your TikTok Guy is Costing Your Dealership | Exec Dir. of Marketing, Murgado Automotive
Is your dealership encouraging team members to "go viral?" You might be seeing the spike in clicks, but are you seeing the real cost? In an age where everyone's a content creator, maintaining brand integrity and a consistent message is harder than ever. In this episode, you’ll discover: Why…
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"8 Hours To 2 Minutes" — The Response Time Fix That Sold More Cars Across 100 Dealerships | Paul de Vries, Founder DCDW
Is your dealership struggling to convert online leads into showroom appointments? You’re not alone. Many automotive professionals focus on getting leads, but miss the critical step of engaging them effectively to drive sales. Here’s what you’ll get from this episode: Implement Paul de Vries’…
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"Human in the loop" — Why AI needs organic intelligence in your dealership | Mackenzie Wiltrout, Stream Companies
The AI hype is real, and every vendor at NADA claims to have the next big thing for your car dealership. But as you consider integrating new tools, are you truly solving problems or just inviting new ones? The promise of AI in automotive retail is vast, yet without a strategic approach and "human...
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"Guaranteed human" — How AI makes connection critical | Joey Zanetis, EVP iHeart Media Automotive
AI is rapidly changing the automotive retail landscape. The question isn't whether it will impact your car dealership, but how to leverage it without alienating your customers. Are you ready to integrate AI in a way that amplifies, rather than diminishes, human connection and trust? In this...
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"Doesn't mean goodbye" — Recapturing "lost" customers through fixed operations | Kristine Lentz, Urban Science
Is your dealership losing customers you thought were gone for good? Every automotive professional knows the sting of a "lost" sale, but what if those defections weren't permanent goodbyes, but instead, opportunities for powerful comebacks through fixed operations? In this episode, Kristine Lentz,...
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“The Great Train Wreck”: How Affordability and a Broken Process Are Costing Dealers the Sale | Matt Lasher, Streamline Auto
Matt Lasher pulls back the curtain on one of the most expensive and preventable problems in automotive retail. The moment a customer falls in love with a car, spends five hours at the dealership, and then the deal collapses in finance because nobody asked the right questions early enough. In This...
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"Stop Blaming Marketing": The Digital Mistake Costing Dealers Growth | Ashley Cavazos, NCM Associates
What if the reason your marketing isn’t driving growth… is because it was never invited into the strategy conversation in the first place? That question sits at the heart of this conversation with my good friend Ashley Cavazos, Digital Performance Consultant and Moderator at NCM Associates. We...
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"It's Like a Wingman": The Sales Intelligence Tool Closing the Gap Between Your Worst and Best Reps | Jay Ku, Founder of HeyGreenlight
What if your newest salesperson could perform like your best one every single time? That's not a hypothetical. That's what Jay Ku, founder and CEO of Hey Greenlight, is actually building. And after sitting down with him at NADA, I have to be honest with you, this one stuck with me. Jay spent…
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“You’re Getting the Diluted Version”: How Dealers Are Being Underserved by Their Own Ad Vendors | Subi Ghosh, EVP Partnerships at fullthrottle.ai
Dealers are spending more on advertising than ever… and according to Subi Ghosh, many of them are still playing the game wrong. This conversation from NADA 2026 might be one of the most important shifts we’ve discussed on The Dealer Playbook. She believes the real issue in automotive advertising...
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“We Built an AI Department” - Why Dealers Need a Real AI Strategy Anyway | Jeff Swickard, President/CEO of Swickard Auto Group
Most dealers are talking about AI. Jeff Swickard is building an AI department inside his auto group. In this special episode of The Dealer Playbook, Michael Cerullo sits down with Jeff Swickard, President & CEO of Swickard Auto Group, to unpack what it actually takes to operationalize AI inside a...
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"Win the Top-of-Mind Battle" - Why Most Salespeople Never Get Remembered | Charles Cannon, GM at BMW West Houston
Everyone’s chasing the next shiny tactic. New platforms. New hacks. New promises. But what if the stuff that actually works… never stopped working? In this episode of The Dealer Playbook, I sit down with my longtime friend Charles Cannon, General Manager at BMW West Houston, for a real…
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"Sold 300+ Used Cars" - This Ford Store Cracked The Used Car Game | Rob Ruth, President - Bob Ruth Ford
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...
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"The Sir Walter Way" - How a 100-Year Dealership Stays Nimble (and Grows) in a Modern Market | Matt Birkhead, Dealer Principal at Sir Walter Chevrolet
What does a modern car dealership look like in 2025, without losing the human connection that actually builds loyalty? In this episode of The Dealer Playbook, I sit down with Matt Birkhead, Dealer Principal at Sir Walter Chevrolet in Raleigh, North Carolina, a nearly 100-year-old, single-point...
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"Design is an operating system" - How Architecture Shapes Sales, Service, and Culture | Josh Keough, Gensler
Do dealership buildings actually sell cars, or do they quietly kill the experience? In this episode of The Dealer Playbook, we sit down with Josh Keough, Licensed Architect and Studio Director at Gensler, to unpack how dealership architecture, layout, and environment design directly impact sales...
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"A 2025 Year in Review" - The Real Lessons of 2025 and Why 2026 Demands More
What if the reason things didn’t click in 2025 has less to do with your tools and more to do with your willingness to change? In this solo year in review episode, I’m slowing things down to reflect on what 2025 actually taught us. Not the highlight reel. The real stuff. The hard conversations…
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"Kickstart Your Wealth Engine" - How a Kia GM Built $10M in Real Estate While Running a Store | Tustin Ulrich, GM at Roper Kia
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…
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"The ‘Pull, Not Push’ Strategy" - How Authentic Community Investment Drives Real Store Traffic | Ashley Brockhurst, Charlesglen Toyota
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…
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“Hospitality First” — The Signature 2.0 Experience That’s Changing How Guests Buy Cars | JB Burnett, GM at Preston Auto | Multi-Store Operator
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…
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"Viral for the Right Reasons" - What Dealers Can Learn from Lange & Fetter’s Social Media Strategy | Noella Salter, Marketing Manager at Lange & Fetter Ford
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…
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“Every Crisis Is Free Profit” — How to Turn Disruption in the Industry Into Opportunity | Nir Bashan, founder of The Creator Mindset
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...
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“Use the Equity, Not the Gut” Where the Data Says Your Car Will Sell Next | Yolanda Biswah, President of Canadian Black Book (CBB)
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…
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“Luxury Isn’t About Price” How to Deliver Premium Experiences That Raise Gross | Marion Cain, Founder of ACE & Creator of Kharisma Mastery
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…
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“Extremes Get Clicks”: What 3,000 Pros Just Told Us About AI vs. Google | Marcus Sheridan, Author of Endless Customers | Ep. 684
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,...
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“Curiosity Beats Fear Every Time”: How Dealers Are Future-Proofing Their Teams for AI and Electrification | Sebrina Westbrooke, Program Manager at Georgian College | Ep. 683
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...
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Alex Lawrence: The Playbook for Selling EVs in a Volatile Market | Car Sales | Ep. 682
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...
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ABOUT THIS SHOW
The Dealer Playbook is the podcast for serious automotive professionals. The ones who think beyond the transaction.Hosted by Michael Cirillo, now in its 12th year, The Dealer Playbook delivers straight-talk conversations with the dealers, operators, and leaders who are actually building something.If you run a store, lead a team, or are building a career worth having, this is your show.New episodes every week. Follow so you don't miss one.
HOSTED BY
Michael Cirillo
CATEGORIES
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Frequently Asked Questions
How many episodes does The Dealer Playbook have?
The Dealer Playbook currently has 701 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Dealer Playbook about?
The Dealer Playbook is the podcast for serious automotive professionals. The ones who think beyond the transaction.Hosted by Michael Cirillo, now in its 12th year, The Dealer Playbook delivers straight-talk conversations with the dealers, operators, and leaders who are actually building...
How often does The Dealer Playbook release new episodes?
The Dealer Playbook releases new episodes frequently with a large back catalog of 701 episodes. Check the episode list for recent publication dates.
Where can I listen to The Dealer Playbook?
You can listen to The Dealer Playbook on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Dealer Playbook?
The Dealer Playbook is created and hosted by Michael Cirillo.
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