The Dealer Playbook

In my recent interview with John Dwyer, he shared something interesting: Think about it... - People have been buying Kellogg’s Cornflakes for 50 years—not just for the cereal, but for the toy in the box. -They join Amazon Prime—not just for the shopping, but for free shipping and movies. -They buy McDonald’s Happy Meals—not for the burger, but for the toy. It’s not just about price. It’s about perceived value. And here’s what hit me… ? If price is the only reason someone buys from us, there’s nothing stopping them from going somewhere cheaper next time. ? Discounts don’t build loyalty—they build expectations for the next discount. ? The real opportunity? Not lowering the price—but making the offer so good that price isn’t the deciding factor. What's your take on this? Check out the full episode with John here: https://lnkd.in/dkDcSVxm #podcast #cardealerships #marketinghacks

Most Dealerships are missing the mark when it comes to marketing. That’s exactly what I dug into today's episode of #TheDealerPlaybook with John Dwyer —a marketing enigma known for crafting “way-outside-the-box” customer attraction strategies. (He’s also the guy who convinced Jerry Seinfeld to come out of retirement for a campaign. Can you believe that?) In this episode, we unpack the strategy that helped a dealership break sales records—not by cutting prices, but by making customers want to say yes. The best part? This isn’t theory. John has done this for dealerships and major brands, and the results speak for themselves. His approach is different. It’s bold. And more importantly—it works. Check out the full episode with John here: https://lnkd.in/dkDcSVxm #marketing #podcast #cardealerships

I was scrolling through a thread titled “After my first year in car sales, here’s what I’ve learned.” One comment stood out: “Customers who say they have good credit… usually don’t.” And guess what? The replies were filled with people venting about customers who think they have good credit but actually don’t. Instead of just complaining about it—why aren’t we fixing it? Think about it this way... What if my dealership became the go-to educational resource on credit? ?? A dedicated web page on my site breaking down how to check and improve credit. ?? Easy-to-follow guides explaining what factors impact credit scores. ?? A transparent approach that helps buyers understand what financing they actually qualify for. Because here’s the thing: Customers don’t want to feel confused or embarrassed about their credit—they want clarity. And the dealerships that provide that clarity? They’re the ones who build trust, establish authority, and become the go-to choice when it’s time to buy. So, what’s stopping us from becoming that dealership? What's your take? #cardealerships #automotiveindustry #podcast

Embrace the mess. Its messy for everyone. ?? Somewhere along the way we’ve been convinced that sharing messages like: - Hardest worker in the room - Longest hours worked - I’m like a lion - Living my best life Does what? Make people think we are better somehow? I’m not a lion. I’m not confident, assertive, dominant all the time. I also don’t prey on the weak to get ahead for myself. I’m not always living my best life, but I have faith that all seasons will teach me impactful lessons. I don’t want to work the longest hours. I want to work smart within the time I allocate to a task. I don’t want to be the hardest worker if the compromise is time with my family and a lifestyle that sucks. And somehow, my businesses still flourish. My family still loves me. I have time to do the things I enjoy with the people I enjoy. All while having “off” days here and there. When we move past the idea of needing to portray perfection, dominance, hustle all the time… We get to embrace the mess of life with more grace, forgiveness, faith and hope. And for me, that’s made the journey much more fulfilling. What do you think? ?? is it possible to still grow while admitting imperfection? #podcast #cardealerships #motivation

In my conversation with Bradley Gelber, we talked about something I think a lot of businesses struggle with… A fancy camera isn’t what makes people connect. Our story does. Because here’s the reality: Some of the best-performing content isn’t shot with high-end cameras, perfect lighting, or a full production crew. It’s shot on a phone. Why? Because it feels authentic. Yes, production quality has its place. But it’s not the thing that makes content resonate. ?- A raw, in-the-moment photo can stop the scroll. - A quick, unfiltered video can spark real engagement. A great story will always win—no matter what camera we use. What do you think? ?? #cardealerships #podcast #authenticity

Today's episode I’m sitting down with Bradley Gelber, the Digital Media & Content Marketing Manager at West Herr Auto Group—New York’s largest privately-owned dealership group. And here’s what’s even more fascinating… They’re not just big in size. They’re dominating the digital space in ways most dealerships haven’t even thought about. Here’s the brutal truth: Most dealerships treat social media like a digital billboard, and it’s killing engagement. But Brad? He gets it. He’s built a brand that doesn’t just post—it actually connects with people. Because at the end of the day, social media isn’t about making a sale today. It’s about making sure people choose you when they’re ready to buy. So, how do we start showing up differently? Brad breaks it all down in today’s episode. Check out the full episode here: https://lnkd.in/dAswn7bN What’s been your biggest challenge with social media? Let’s talk in the comments. ?? #podcast #cardealerships #automotiveindustry

Here's a simple leadership hack for 2025? If you Want to make your dealership more efficient in 2025... Engage your team. Because here’s the truth: When people help build the plan... they help execute the plan And the earlier you bring your team into the conversation… - The more invested they’ll be in the outcome. - The more insights you’ll gain (because they’re on the front lines). - And the easier your rollout will be—because they helped create it. The trick is simple: People support what they help create. What do you think? ?? #leadership #dealership #efficiency

We recently Introduced something new on #TheDealerPlaybook website... A commentary section- A space where I share my take on what I see in the industry. I'm looking to get to the bottom of what makes the car business move, with a dash of controversial opinions to shake up the cookie jar every now and again. Check it out, and let me know your thoughts!?: https://lnkd.in/dd6e3CHz #cardealership #dealership #dealerships

The competitive advantage here is mind-blowing. Here is a piece of our conversation with Chance Mayfield, and what he shared blew my mind. "I know of dealers where 30% of their sales come from Spanish-speaking buyers. Some stores are moving 100+ units a month from this customer base alone. And the best part? There’s almost zero competition." What do you think is holding us back from this opportunity? Is it a lack of awareness? A fear of doing it wrong? Something else? Drop your thoughts below. ?? And if you want to hear the full conversation with Chance, check it out here: https://lnkd.in/dB58A4ZZ #cardealership #dealership #podcast

Are we overlooking a multi-billion-dollar market? In the U.S alone... - Hispanic consumers make up 12% of new car buyers. - They hold $1.7 trillion in purchasing power. - The U.S. is the second-largest Spanish-speaking country in the world. But are we truly creating an experience that serves these buyers? In today's episode of #TheDealerPlaybook, I sat down with Chance Mayfield, founder of Carfluent, to break it all down. Check out the full episode here: https://lnkd.in/dB58A4ZZ #cardealership #dealership #podcast