The Dealer Playbook

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 what truly matters: human connection.What you will get from this episode:- Understand how AI can free up time from monotonous tasks, allowing your team to focus on meaningful customer interactions.- Learn how top performers are using AI to analyze CRM data, identify customer trends, and enhance sales strategies.- Discover practical applications for departmental leaders to transition from "operator" to "architect," empowering their teams.- Gain clarity on how to utilize AI to build a more effective, human-centric dealership culture.Join Michael Cirillo, Host of The Dealer Playbook, as he shares tangible examples and strategies from his own experience and from leading automotive professionals on leveraging AI to scale the human element in your business.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Intro02:10 Hype vs Zealots02:51 Internet Disruption Story10:32 Finding the Middle Ground13:03 Watching Claude Ad15:05 Ad Breakdown and Narrative20:35 AI Scales the Human24:25 Dealer AI Morning Brief28:43 CRM Data Sales Insights31:44 GM Delegation with AI32:56 Three Practical Use Cases34:24 Final Takeaways and Outro

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 conversation about building a career in this business by doing the simple things consistently, especially when everyone else is distracted.Charles and I go back almost a decade, to a time when personal branding in automotive wasn’t a buzzword and definitely wasn’t common. We talk about why he decided early on to put himself out there, how that mindset shaped his career, and why community, consistency, and human connection still outperform any shortcut.In this conversation, we dig into:Why consistency beats virality every single timeHow to use video without overthinking it or trying to be perfectWhat it actually means to “stand out” when everyone says they’re doing the same thingsThe shift from treating this industry like a job to building a real careerWhy Charles refers to customers as guests, and how that one word changes everythingHow to stay human in a digital-first world that’s craving real connectionLessons from economic swings, negative reviews, and long-term thinking in the car businessThis episode isn’t about doing more. It’s about doing the right things, for the right reasons, long enough to matter.If you’re tired of feeling like you’re getting lost in the noise, if you want to build something sustainable, or if you just need a reminder that being a real person is still your greatest advantage, this conversation is for you.Timestamps:00:00 Introduction and Welcome00:15 Meet Charles Cannon00:27 Marketing Strategies for Car Dealers01:08 Charles' Journey Back to Houston02:20 Building a Personal Brand in the Car Business05:05 The Importance of Consistency08:54 Humanizing Sales Through Social Media12:02 Overcoming Video Marketing Challenges19:47 Shifting from Job to Career30:27 Handling Negative Reviews and Customer Relations31:40 Economic Challenges and Opportunities34:42 Final Thoughts and Contact Information

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 store that’s grown by leaning into transparency, simplified pricing, community involvement, and people-first leadership.Matt breaks down “The Sir Walter Way” a smarter way to shop, an easier way to service, and a culture that makes customers (and employees) feel like family. We also get practical about how dealerships should use AI, digital retailing, and fast lead response without sacrificing trust.What you’ll learn in this conversation:How Sir Walter Chevrolet builds loyalty through transparency and consistent pricingWhere AI belongs in a dealership (and where it doesn’t)How to keep customers warm after-hours without “fake” automationThe real operational advantage of a single-point store in a big marketHow to break down silos between sales, service, parts, and reconWhy “community starts from the inside out” (and how to make it real)How Matt invests in people through training, 20 groups, and leadership developmentWhy the dealership experience still matters—even with online buying and deliveryIf you’re a dealer principal, GM, sales leader, fixed ops leader, or dealership marketer, this episode is a blueprint for building a culture that customers feel, and employees stay for.Timestamps00:00 Intro01:14 The Dealer Playbook and Flex Dealer02:35 Introduction to Matt Birkhead03:30 Balancing Work and Family04:50 Challenges and Responsibilities in the Car Business08:15 Transparency and Authenticity in Dealerships09:39 Leveraging AI in Dealerships16:36 Community Involvement and Support18:22 Building a Culture of Giving Back19:03 Creating a Tangible Cultural Impact20:14 Fostering Teamwork and Community20:44 Highlighting Employee Contributions21:27 Breaking Down Departmental Silos22:20 The Role of Gwen in Community Outreach25:11 Investing in People and Long-Term Value26:52 Navigating the Automotive Industry as an Outsider31:37 Objective and Factual Leadership34:25 Connecting with the Community and AudienceConnect with Matt Birkhead / Sir Walter ChevroletPhone: (919) 455-7790Email: mbirkhead@sirwalter.comInstagram (Matt): @birksuvaInstagram (Store): @sirwalter_chevyIf you found this valuable:Subscribe for more real-world dealership growth conversations, and share this episode with a leader who’s building culture, not just chasing volume.

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, the uncomfortable growth, the moments where leadership, culture, and discipline mattered more than any shiny new strategy.This year reminded me of something I’ve believed for a long time. Sustainable success isn’t about finding the missing tactic. It’s about becoming the kind of leader and organization that can actually handle success when it shows up.In this episode, I break down:Why change—not technology—is the real competitive advantageHow AI is accelerating opportunity (without replacing human judgment)The leadership, culture, and discipline gap separating top performers from the restWhy most dealerships ask the wrong questions about successHow critical thinking will become one of the most valuable skills in 2026What it actually means to “go all in” on your definition of successWe explore AI without hype or fear, marketing without shortcuts, and leadership without excuses, connecting the dots between human connection, culture, and long-term profitability in retail autoIf you’re heading into 2026 feeling pressure, uncertainty, or opportunity, this episode will help you recalibrate your focus and attack the year with clarity and conviction.Free Gift:Get a FREE PDF copy of Michael’s bestselling book Don’t Wait. Dominate.👉 Visit FlexDealer.comWho this episode is for:Dealership Owners & OperatorsGeneral Managers & GSMsMarketing Directors & CMOsFixed Ops & Service LeadersAutomotive Professionals serious about growth in 2026Timestamps00:00 Introduction02:20 Year-End Reflections and Gratitude07:18 AI in the Auto Industry: Opportunities and Challenges14:52 Marketing and Human Connection20:04 Leadership, Culture, and Sustainable Growth26:20 Looking Ahead to 2026: Relentless Pursuit of Success27:53 Conclusion and Call to Action