Glenn Pasch, an industry veteran with a penchant for data-driven insights and a logical approach to marketing, brings decades of expertise in digital marketing and dealership strategies. As the brains behind PCG Digital, Glenn has empowered countless dealerships to optimize their marketing efforts and unlock hidden sales potential.What We Discuss In This Episode:We kick off our conversation by dissecting the enigma of marketing attribution, unraveling why despite a substantial influx of website visitors, sales opportunities often remain untapped. Glenn brings a refreshing perspective, emphasizing the necessity of demystifying marketing attribution to uncover hidden sales potential and drive tangible results for dealerships.As our discussion unfolds, Glenn and I delve into the essence of customer experience, highlighting its pivotal role in shaping dealership marketing strategies. We navigate through the logic behind prioritizing customer satisfaction, stressing the importance of fostering meaningful interactions at every touchpoint. Through Glenn's insights, we unveil the power of aligning marketing efforts with customer-centric principles, ultimately revolutionizing the dealership landscape.Our conversation extends beyond theory, delving into actionable strategies for maximizing sales opportunities and driving sustainable growth. Through Glenn's expertise, we unveil practical tactics for converting website visitors into loyal customers, emphasizing the importance of personalized marketing and tailored messaging. From optimizing website experiences to leveraging data-driven insights, Glenn equips listeners with the tools to transform marketing efforts into tangible sales outcomes.In the culmination of our dialogue, Glenn underscores the significance of personalized marketing and the power of maintaining ongoing customer engagement. With a strategic focus on nurturing relationships and delivering exceptional experiences, Glenn empowers dealerships to transcend conventional marketing paradigms and unlock unparalleled success. Thanks, Glenn Pasch!If you enjoyed this episode featuring Glenn Pasch, support us by clicking the links! Connect with Glenn Pasch on LinkedInListen to the full episode for insights and context from Glenn Pasch! ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Alex Lawrence is the CEO and co-founder of Ev Auto, a pioneering dealership specializing in electric vehicles. With a background in franchising and tech, Alex brings a wealth of experience to the table, along with a passion for creating exceptional customer experiences. His dedication to honesty, integrity, and innovation has propelled Ev Auto to success in the competitive EV market.What We Discuss In This Episode:We start by tracing Alex's remarkable journey from his background in franchising and tech startups to the inception of Ev Auto. His diverse career path and passion for innovation set the stage for a dealership experience unlike any other in the EV market.One of the central themes we explore is how Ev Auto is reshaping the traditional dealership model. Alex reveals his commitment to creating an unforgettable experience for customers, emphasizing a no-pressure sales approach and a welcoming atmosphere. By prioritizing customer education and satisfaction, Ev Auto has carved out a niche in the competitive EV landscape.Throughout our conversation, Alex emphasizes the importance of staying true to core values. In an industry often associated with high-pressure sales tactics, Ev Auto stands apart with its emphasis on honesty, integrity, and transparency. Alex shares insights into how these values have not only built trust with customers but also fueled the dealership's long-term success.As we delve deeper into the EV market, Alex offers insider recommendations on must-try electric vehicle models. From high-performance luxury cars to budget-friendly options, Ev Auto caters to a diverse range of customers with different preferences and budgets. Alex's expertise and passion for EVs shine through as he discusses the exciting future of electric vehicles.Thanks, Alex Lawrence!If you enjoyed this episode featuring Alex Lawrence, support us by clicking the links! Connect with Alex Lawrence on LinkedInListen to the full episode for insights and context from Alex Lawrence! ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Are you leaving a massive chunk of the market untapped? Welcome back to another insightful episode of the Dealer Playbook podcast. Today, we're delving deep into the world of marketing segmentation, focusing specifically on the Hispanic marketplace.Joining me today is Ally Pinon, the Digital Marketing Director for Chastang Ford, as we uncover the secrets to successfully reaching and engaging with this vibrant demographic.What We Discuss In This Episode:In this episode, Ally Pinon and I explore marketing segmentation with a focus on the Hispanic market, addressing challenges like language and cultural nuances. We highlight the importance of word-of-mouth in Hispanic communities and strategies to leverage it, emphasizing cultural relevance over mere translation.Ally shares insights on authentic engagement through local influencers and balancing marketing channels for dealership growth. The discussion underscores the necessity of authenticity, cultural understanding, and strategic marketing to connect with Hispanic consumers and foster long-term relationships, offering actionable tips for dealerships aiming to tap into this demographic's potential.Thanks, Ally Pinon!If you enjoyed this episode featuring Ally Pinon, support us by clicking the links!Connect with Ally Pinon on LinkedInListen to the full episode for insights and context from Ally Pinon!Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

When Adrian Gibbs, Marketing Director of Nimnicht Family of Dealerships, stepped into the world of automotive marketing, she brought with her the competitive edge of the plastic surgery industry and a knack for nurturing customer relationships. Our exchange is as insightful as it is humorous, revealing the unexpected connections between such diverse fields and underscoring the transformative power of innovative thinking. Adrian's journey from nannying to navigating the nonprofit sector and now revving up the marketing engine in automotive sales, showcases a career path that is anything but ordinary.What We Discuss In This Episode:This episode peels back the curtain on the traditional, and sometimes outdated, practices that have long governed automotive marketing. We navigate through the maze of customer experience, finding parallels in the simplicity of choosing an ice cream flavor. Emphasizing the need to craft a clear and inviting journey for potential buyers, we dissect the common pitfalls, such as an over-reliance on third-party leads, and champion the approach of personalizing the car buying experience.Venturing into the technical trenches, we unravel the complexities of dealership operations and the critical role of auditing third-party vendors. Adrian leads us through her methodical process, challenging every step from cost to impact on the customer. We wrap up by discussing the balancing act faced by marketing directors, sharing tactics to maximize efficiency and cultivate a robust team dynamic. Thanks, Adrian Gibbs!If you enjoyed this episode featuring Adrian Gibbs, support us by clicking the links! Connect with Adrian Gibbs on LinkedInListen to the full episode for insights and context from Adrian Gibbs! ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Paul De Vries is the Founder of #DCDW, Spokesperson for Marktplaats Automotive, and Co-Owner of Carmen BDC. With an impressive track record in dealership ownership, BDC management, and online car sales, Paul is recognized as a trailblazer in the automotive space, revolutionizing marketing tactics and driving unprecedented success.What We Discuss In This Episode:1. Unveiling New Market Opportunities:Discover Paul's unparalleled ability to spot untapped market potential and seize opportunities for growth, from targeting younger demographics to redefining mobility solutions for all ages.2. Leveraging Formula One Heritage for Marketing:Explore how Paul ingeniously leverages the allure of Formula One heritage to make city cars irresistible to a younger audience, utilizing social media platforms like TikTok to captivate and convert.3. The Power of Personalized Engagement:Delve into Paul's philosophy on lead handling and the delicate balance between AI automation and personal engagement, ensuring consistent and effective follow-up strategies.4. Building an Online-First Dealership Experience:Learn how Paul pioneers a seamless online-to-offline dealership experience, utilizing cutting-edge technology to bring the showroom directly to customers' screens.Embark on a journey with Paul de Vries, our guest straight from NADA, as we unravel the complexities and opportunities for franchise dealers eyeing the burgeoning markets of 2024.We then pivot to reveal how TikTok is revolutionizing lead generation, swapping dated marketing methods for viral content that resonates with the youth. Discover the unexpected triumph of certain video genres, the wisdom in granting influencers creative reign, and the crafty strategies employed to captivate a diverse social media audience. This is your portal to the frontlines of digital marketing innovation.Thanks, Paul De Vries!If you enjoyed this episode featuring Paul De Vries, support us by clicking the links! Connect with Paul De Vries on LinkedInListen to the full episode for insights and context from Paul De Vries! ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Rand Fishkin is cofounder and CEO of  SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder.What We Discuss In This Episode:Get ready to challenge everything you know about marketing attribution with Rand Fishkin, who brings his formidable expertise back to The Dealer Playbook Podcast. We're tearing apart the myths that big tech wants you to believe about sales attribution, and giving you the straight talk on where your marketing efforts aacre really landing. As we exchange stories on how to stay genuine and reachable in the digital realm, Rand's commitment to personal interaction shines through, reminding us all of the human touch in the tech-saturated world of marketing.Laugh along with our musings on "Deadlock" and "Brooklyn Nine-Nine," and see how these shows mirror the multi-generational impact of social media. Then, prepare to have your mind blown by the capabilities of SparkToro, the game-changing tool that is transforming the way we research and reach our target audiences. Whether you're aiming your message at interior designers in the City of Angels or any other specific group, this episode is brimming with insights that will elevate your marketing strategy and forge deeper connections in the ever-evolving digital landscape.Thanks, Rand Fishkin!If you enjoyed this episode featuring Rand Fishkin, support us by clicking the links! Connect with Rand Fishkin on LinkedInListen to the full episode for insights and context from Rand Fishkin! ⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Have you ever wondered how a personal crisis might just be the catalyst for a profound transformation in how you lead your team? That's the story Scott Greenberg, author of "Stop the Shift Show," brings to our table as we unravel the potential of culture within organizations.What We Discuss In This Episode: Scott's journey from budding film student to a cancer warrior and eventually a motivational powerhouse offers a masterclass in adaptability, humor, and relationship building. Our conversation probes into the unseen opportunities lying in plain sight, just like those red cars you never spot until you're actually looking for them, and what this means for anyone trying to turn a group of struggling workers into a cohesive, high-performing team.As we navigate through the intricacies of hiring and management, the emphasis is unmistakably on the softer side of skills, those elusive traits that can make or break the productivity of your team, especially in roles where honing these skills can be an uphill battle. Imagine a world where job postings for entry-level positions are as grounded as the cars we drive—no more absurd requirements for novices to be seasoned veterans. We discuss the unique challenges of managing different types of employees—hourly or salaried—and how addressing their emotional needs is just as critical as satisfying their wallets. By the end of the episode, you'll be equipped with actionable strategies to measure, manage, and magnify your company's culture, ensuring that your team's behavior resonates harmoniously with your core values.Listen to the full episode for insights and context from Scott Greenberg! Thanks, Scott Greenberg!If you enjoyed this episode featuring Scott Greenberg, support us by clicking the links! Connect with Scott Greenberg on LinkedIn⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInCLICK HERE to learn more about The Dealer Playbook! Sell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealership website and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the sales desk, customer distrust, and decision overload. And their all-new showroom solution includes deal estimation, desking, lender routing, and an F&I menu – all in one powerful platform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Matas Buzelis is the Head of Communications at carVertical.comMatas Buzelis brings a wealth of knowledge and expertise to the table, shedding light on the intricacies of the global car market.What We Discuss In This Episode:Ever wondered about the global impact of automotive fraud? Matas sheds light on the mission of the Association of Automotive Intelligence, an initiative aimed at combating fraud and protecting consumer interests on a global scale. He explains the mission behind establishing the association and the importance of combatting fraud in the automotive sector.As our conversation takes a turn towards the electric vehicle (EV) revolution, Matas unveils the challenges and opportunities presented by the transition to electric-powered vehicles in Europe. From government incentives to infrastructure hurdles, we explore the complex dynamics shaping the future of mobility.We also examine the UK's decision to push back its ban on petrol and diesel vehicles, scrutinizing the resulting shifts in consumer behavior and industry investment. Discover the unexpected surge of American cars in Europe's used vehicle market and gain perspective on the global auto trade from Lithuania's vantage point.With Matas's insights, we analyze the potential aftershocks of geopolitical events on car availability, laying the groundwork for a well-informed and strategic approach to both selling and buying in tomorrow's automobile marketplace.I thoroughly enjoyed my conversation with Matas Buzelis, and I'm sure you will too. Listen to the full episode for insights and context from Matas Buzelis! Thanks, Matas Buzelis!If you enjoyed this episode featuring Matas Buzelis , support us by clicking the links! Connect with Matas Buzelis:LinkedIn: Matas BuzelisWebsite: carVertical⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInSell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealershipwebsite and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the salesdesk, customer distrust, and decision overload. And their all-new showroom solutionincludes deal estimation, desking, lender routing, and an F&I menu – all in one powerfulplatform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Dave Spannhake is the Founder and CEO of Reunion Marketing, one of the fastest growing marketing companies in the country that specializes in using data and consumer behavior to create highly effective marketing strategies.What We Discuss In This Episode:Dave sheds light on the challenges businesses face when Google, once a reliable partner, undergoes drastic changes in its support system and ad platform. The discussion revolves around the impact of Google's recent decisions, including the outsourcing of support and the introduction of a new verification process.We explore the ramifications of these changes on businesses, especially the automotive industry, where trust and support play a pivotal role. Dave shares insights on the open letter Reunion Marketing penned to Google, calling out the adverse effects of their decisions and the subsequent lack of support.The conversation touches on the broader implications of automation, AI, and evolving ad platforms, with Dave expressing the need for businesses to closely monitor and discuss these changes.Key Takeaways:The new verification process requires businesses to prove their legitimacy, but the lack of support has caused delays and disruptions in advertising campaigns.Trust is crucial in the advertising industry, and Google's recent changes have eroded trust among advertisers and agencies.The automation and AI advancements in advertising have potential, but there is still a long way to go in terms of reliability and effectiveness.Listen to the full episode for insights and context from Dave Spannhake! Thanks, Dave Spannhake!If you enjoyed this episode featuring Dave Spannhake , support us by clicking the links! Connect with Dave Spannhake  on LinkedIn⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInSell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealershipwebsite and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the salesdesk, customer distrust, and decision overload. And their all-new showroom solutionincludes deal estimation, desking, lender routing, and an F&I menu – all in one powerfulplatform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.

Subi Ghosh is the Executive Vice President of Strategic Partnerships & Marketing at Stream Companies.What We Discuss In This Episode:We delve into the importance of first-party data and how it can be leveraged to create personalized marketing experiences. Subi emphasizes the need for dealerships to have a plan for post-cookie tracking and retargeting, as cookie deprecation is already happening. She also highlights the value of clean and accurate customer data and the role of AI in streamlining data analysis and improving customer engagement. As cookies crumble, we dissect how industry players can harness pattern recognition and data analysis to stay in the driver's seat. Subi illuminates the fusion of human behavior insights with data, crafting marketing that not only gets noticed but also fosters enduring partnerships.Key Takeaways:First-party data is crucial for effective marketing in the post-cookie era. Dealerships should focus on building and leveraging their own opted-in audience for targeted advertising and personalized experiences.Cookie deprecation is already happening, and advertisers need to adapt to new tracking and retargeting methods. Those who have a plan in place and utilize solutions like Customer Data Platforms (CDPs) will be ahead of the competition.The power of AI lies in its ability to streamline data analysis and provide actionable insights. By using AI-powered tools, dealerships can optimize their marketing efforts and engage their database in a more effective and personalized way.The automotive industry needs to shift its focus from the traditional buying journey to include retention, loyalty, and brand ambassadorship. Building strong relationships with customers and providing a seamless experience throughout their ownership journey is essential.Embracing new technologies and tools is key to staying ahead in a rapidly evolving industry. Rather than fearing AI or new platforms, dealerships should open their minds to the possibilities and leverage these tools to enhance their marketing strategies.Listen to the full episode for insights and context from Subi Ghosh! Thanks, Subi Ghosh!If you enjoyed this episode featuring Subi Ghosh, support us by clicking the links! Connect with Subi Ghosh on LinkedIn⭐️ Like this show? Please leave us a review here — even one sentence helps! Consider including your LinkedIn or Instagram handle so we can thank you personally! Connect with Michael CirilloConnect with Michael on LinkedInSell Smarter, Not HarderAutoFi helps progressive dealers like you sell smarter, not harder—on your dealershipwebsite and, now, in your showroom, too.AutoFi solves the everyday problems dealers actually face: like bottlenecks at the salesdesk, customer distrust, and decision overload. And their all-new showroom solutionincludes deal estimation, desking, lender routing, and an F&I menu – all in one powerfulplatform that bridges the gap between the CRM and DMS.Go to AutoFi.com/dealerplaybook to learn more. And start selling smarter, today.