The Dealer Playbook

Patrice Banks is on a mission to empower female drivers all over the world. A Dupont engineer turned auto-mechanic, Patrice is educating women (and men) about vehicle repairs and maintenance so that they can enjoy a transparent visit to the shop and not get taken advantage of.

In episode 99, you'll learn some creative ways to make your dealership service center more transparent. You'll also get some ideas about how to make the customer experience more enjoyable and stress-free.

Get the full story over at

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Direct download: DPB99_mix.mp3
Category:Business, Management & Marketing -- posted at: 10:45am PDT

Aside from being a Nobel Prize Nominee, Lon Safko is the bestselling author of the Social Media Bible. 

Check out to get access to Lon Safko's social media selling tips.

In this episode, you're going to hear Lon talk about the best way to increase sales using social media. You'll also hear Lon and Michael walk through a winning social media sales funnel that works.

Getting value from DPB? We'd love your help spreading the word with a review on iTunes here:


Direct download: DPB98_mix.mp3
Category:Business, Management & Marketing -- posted at: 1:45pm PDT

When it comes to getting things done, there is no one else on the planet better equipped to share insights than David Allen.

David Allen is the New York Times Bestselling author of "Getting Things Done: The Art of Stress-free productivity."

Productivity is something that either makes you feel accomplished or completely overwhelmed.

Many people struggle with achieving their goals because they aren't sure where to start. With the GTD methodology, you'll be able to identify what matters most to you and how to organize all the 'to-do's' in a way that will help you feel more in control than ever before.

The Five phases of the GTD (Getting Things Done) Methodology:

  1. Capture
  2. Clarify
  3. Organize
  4. Reflect
  5. Engage

According to David's website, "The heartbeat of GTD is five simple steps that apply order to chaos and provide you the space and structure to be more creative, strategic, and focused.

Whether in your automotive career, or personal life, the GTD methodology is a perfect way to get control and live a more fulfilled life than you've ever thought you could live.

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If you're getting value from DPB, we'd love a review on iTunes here.




Direct download: DPB97_mix.mp3
Category:Business, Management & Marketing -- posted at: 12:41pm PDT

Instagram is a powerful marketing tool for building your personal brand.

On this episode of Minisode Monday #3, we're exploring a snippet from a past show of the podcast featuring the one and only Sue B. Zimmerman.

Sue is a power player when it comes to Instagram Marketing. Her Instagram profiles average 100 new targeted followers per day, with hundreds of new leads for her business each week. 

If you're dabbling on Instragram, this minisode is for you.

If you're getting any value out of the show, we'd love your help spreading the word. Leave an honest review on iTunes here:


Connect with Michael:



Direct download: minisode3.mp3
Category:general -- posted at: 10:11am PDT

You can't talk about marketing a local business without addressing direct mail marketing tips in 2016.

In Episode 96, David Villa from Imperial Press Direct shares some of his best insights about direct mail and the important role it plays in your advertising and marketing mix.

Key Takeaways:

1.) Direct Mail Marketing best works when you target a relevant audience and make an appropriate offer. Don't Spray and Pray.

2.) With advancements in technology, it's easier to track the effectiveness of your direct mail campaign. It's important to track results so that you know where to adjust your marketing efforts moving forward.

3.) Direct Mail Marketing works best with shot-to-the-arm offers. While you could use it to drive awareness, David Villa suggests that the cost of direct mail may detour people from using it strictly as an awareness play.

If you received value from this session, don't forget to share, subscribe, or leave a review on iTunes!!!

Connect with Michael Cirillo:



Direct download: DPB96_mix.mp3
Category:Business, Management & Marketing -- posted at: 9:08am PDT

You've probably noticed how much content we're pumping out about Facebook. That's because we've been getting a TON of questions about how to get the most out of the social network.

Molly Pittman, VP of Digital Marketer, is one of the world's leading experts when it comes to Facebook ads and Facebook marketing strategy.

In episode 95 of The Dealer Playbook, Molly shares ideas about how you can 10x your Facebook ads ROI, ramp up your dealership business, and dominate in your market.

Key Facebook Ads Takeaways:

Facebook ads are different than Google ads and should not be treated the same.

On Google, people are searching for answers to their questions, or solutions to problems.

On Facebook, people are there to connect with friends and family, or keep in touch with associates. As such, your ads need to feel like they organically fit into the news feed rather than blatantly disturbing the flow that people have come to enjoy.

Deliver Value at varying stages of the buying funnel.

Most dealership advertising focuses on low funnel, ready-to-show-intent shoppers. Sadly, this is some of the most expensive advertising that can be done on PPC platforms like Google of Facebook because the competition is so high.

And with every dealer pretty much broadcasting the same message, capturing the attention of qualified buyers is more difficult.

But advertising to low funnel shoppers is still essential to winning business. It's just not the only advertising you should do. 

Molly Pittman suggests adding more strategy on-top of your existing ads for those that are higher up in the funnel. For example, produce and promote content about the best places to take your kids on a Sunday drive, or the top burger joints in town is content that is share-worthy to the majority of people.

The goal is to get as many eyes on you as possible. That way, when they are ready to start car shopping, they will remember your dealership first.

To learn more about Molly Pittman and her company Digital Marketer, visit

If you're getting value out of DPB, don't forget to like, subscribe and share. Your reviews on iTunes mean the world to us. 

Leave an honest review here:


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Direct download: DPB_MollyPittman_audio_mixdown.mp3
Category:Business, Management & Marketing -- posted at: 11:25am PDT

Welcome to episode 2 of Minisode Monday. 

In this episode we're going to explore the difference between Facebook business pages and Facebook profiles. More importanatly, we're going to look at the pros and cons of each, to help you decide where to focus your brand building energy.

Though there isn't a right or wrong here, this post will hopefully provide you information about what it will take to brand yourself using Facebook as a distribution method.

Pros and Cons of a Facebook Business Page


  • Build an audience of targeted, interested followers
  • More brand building/engagement tools (e.g., notes, polls, etc.)
  • Advertising options
  • Audience insights


  • Building an audience takes time (PATIENCE!)
  • It's another channel to mange
  • Needs to be consistent

Pros and Cons of using Your Facebook Profile for Business


  • You're already using it and have a built in friend-base
  • Friends may be more supportive and willing to help you share


  • Facebook doesn't really like personal pages being used for business purposes
  • Not a targeted following (e.g., parents, friends who may not be interested in what you're talking about / possibility of unfollow/hide/spam etc.)
  • No options to advertise/boost posts etc.


Whatever you choose to do, be consistent. Have a strategy and see it through to the end!

We'd love to hear from you!!!

If you like the content, we'd love an honest review on iTunes here:

Your feedback is our oxygen!!!

We're on YouTube:

Did you know you can watch full episodes on YouTube? Check it out here:


Direct download: Minisode-2-audio_01.mp3
Category:Business, Management & Marketing -- posted at: 8:37am PDT


Kathi Kruse (@KathiKruse) is a social media consultant and marketing strategist. Who newly revised book, "Automotive Social Business" brings you a deeper understanding of how to captivate your customers, sell more cars, and be generally remarkable on social media.

Episode 94 of The Dealer Playbook dives into how you can get more out of your Facebook Marketing, and what KPIs you should be tracking for digital success.

Key Takeaways:

  • Have a clearly defined goal or objective. It's not enough to just say you want leads. You need to go deeper than that.
  • Define your audience. Who are you speaking to?
  • Audit performance (remember that performance is hinged upon your objective)
  • Use Data to make adjustments
  • Repeat

You can find the shownotes at


If you're getting any value out of the show, we'd love an honest review on iTunes! This is what helps us stand out from the crowd and helps others connect with the value you've received here.

Review the show here:


Direct download: DPB_KathiKruse_v1_mixdown.mp3
Category:Business, Management & Marketing -- posted at: 10:52am PDT

Welcome to the first episode of Minisode Monday!

Have you ever felt like you're just spinning your wheels and not getting any closer to achieving your goals?

In this Minisode, Michael shares some insights into how you can get more focussed on achieving results at lightning speed.

Here's what's up:

1. It doesn't matter what you're aiming at, it only matters what you hit

2. Stop spreading yourself so thin. Stay focused on the path you need to take to get to your goal

3. Be clear that the goal is actually what you want to achieve.

HELP US SPREAD THE WORD! If you're getting value out of DPB, please subscribe and write us a review! This is what helps us stand out from the crowd and helps other automotive professionals get the credible advice they need. Review the show on iTunes! We rely on it!


Direct download: DPB_minisode_1.mp3
Category:Business, Management & Marketing -- posted at: 12:00am PDT

Ryan Stewman (a.k.a Hardcore Closer) has never had a salaried job in his life. He has a real 'eat-what-you-hunt' mentality which fosters his consistent entrepreneurial approach to sales.

In Episode 93 of The Dealer Playbook, Ryan walks through the best way to navigate negotiating and closing a car deal. Using real examples from his life as a car sales professional, he shares a unique way of viewing everyday challenges that every car pro faces.

Understand the common phrases that car shoppers use

From "just looking" to "what's the best price you can give me", understanding why car buyers use these phrases is essential to working through the sales process.

"They've been taught to say those things from their parents, and their parents, and their parents and on and on..." It's all they know how to say when placed in that situation.

The sooner you can get over the fact that most car shoppers will repeat the same phrases, the better off you'll be.

Rather than complaining that all of them say the exact things or have the same objections, leverage those phrases to come up will killer solutions. Each customer provides you with one more opportunity to get your work tracks right.

Learn the word tracks

It's no secret that certain word combinations work better than others. Ryan Stewman shares some valuable word tracks that can break the ice and seal the deal.

Ask questions

When asked about the most valuable sales lesson he's learned was, Ryan responded, "Ask questions."

This is a practice that comes preloaded in every sales training course there is. Sadly, very few adopt the practice into their routine.

A significant element of asking is listening. If you ask questions, you have to be willing to genuinely take an interest in what the other person is saying. Once you do, it may surprise you how much information they volunteer that will help you advance the sale even further.

Insist on the business

If you've gone out of your way to answer questions, convey value and provide an enjoyable experience, don't be afraid to insist on the business. If the customer is asking about the lowest price you can offer, consider the vehicle sold. Ryan Stewman submits that when customers ask for a price, they've already agreed to buy the vehicle, they're just kicking off the negotiation.

Play the game

Not only is it vital to know the game you're playing, but you need to be willing to play it.

It's crazy how many car pros complain about the negotiation process when working a car deal, but that's just part of the game. If you take the time needed to know how to navigate the game, your chances of winning increase exponentially.

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Direct download: DPB93_mix.mp3
Category:general, business -- posted at: 3:23pm PDT