Ep. 655 - How to create a Culture that delivers the Brand Promise, with Edwin Frizzell
In this episode, my guest is Edwin Frizzell, Regional Vice President and General Manager at the legendary Fairmont Royal York, and we’re talking about what it really takes to create unforgettable guest experiences, build strong internal culture, and lead with purpose in fast-paced, high-expectation environments.Edwin shared a real-world example of how a single gesture at a car dealership completely changed his perception—and potentially his buying decision.“I’m actually considering buying a car from a dealership out of town—not because of the brand, but because one entry-level employee made me feel seen and valued. That one moment of connection changed everything.”Let that sink in. A single moment. A small gesture. Not the fancy showroom, not the logo on the building—but a human interaction.And that’s exactly what we unpack in this episode, we dig into: How to turn everyday interactions into powerful emotional connections Why Mary in the laundry room is just as important as any executive (and why Edwin knows her by name) The importance of brand promises—and how to activate them through your people What automotive dealers can learn from hospitality pros when it comes to service that sticksIf you're in the auto industry and you want to know what today's customer really values, this is something you can't afford to miss. - - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
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Ep. 654 - What the Top 1% of Dealers Are Doing Differently on Social Media, With Miranda Pyette
In this episode, my guest is Miranda Pyette, founder of Purpose Automotive and one of the sharpest minds in the game when it comes to dealership social strategy.She’s been in the trenches. From hustling newspaper ads to helping dealers make the massive leap from print to digital. Now, she’s leading a powerhouse team of women helping dealerships across Canada crush it on platforms like TikTok, Instagram, Facebook, and more.In this episode, we unpack:How dealers can stop getting crushed by “vanity metrics” and start crafting a social presence that actually drives results.Why every platform isn’t created equal (and how to tailor your strategy without burning out your team).What big brands are doing right—and how you can localize it to win in your own market.The exact moment when social becomes more than “clicking post” and turns into real brand-building.If you're a dealership leader wondering, “Where do we even start with social?” or “How do I get my team on board without overwhelming them?”—this episode is your blueprint.So whether you’re deep into your content game or still stuck in 2012 with a drone video and a dusty Facebook page—hit play. - - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
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Ep. 653 - The Hidden Influence of Retail Spaces on Customer Behavior, with Omar Gandhi
In this episode, my guest is Omar Gandhi, founder of Omar Gandhi Architects (OG) and the architectural genius behind Audi Haus.Omar’s firm, Omar Gandhi Architects, has built a reputation for creating spaces that do more than just exist—they make people feel something. And as it turns out, when people feel something, they’re more likely to engage, connect, and even buy.In this episode, we talk about the power of intentional design and how Omar, the brilliant architect behind Audi Haus shares insights on how design isn’t just about aesthetics—it’s about business, customer psychology, and ultimately, ROI.We get into: How retail spaces (not just products) can shape customer perception and influence buying decisions The ROI of great design—why creating the right environment can make or break a brand’s impact The wild ride of Omar’s career—from losing his job to building one of Canada’s most respected architecture firms Why saying yes to the smallest projects early on led to massive opportunities later And the secret sauce behind Audi Haus—how a single space can shift someone’s entire experience with a brandThis episode is packed with real-world insights that go way beyond architecture. Whether you’re in retail, marketing, or just someone who loves a great underdog story, there’s something here for you.- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
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20:09
Ep. 652 - The #1 Mindset Shift That Will Transform Your Dealership’s Success, with Nick Askew
In this episode, my guest is Nick Askew, CEO of Space Auto— a guy who went from composing music to selling cars to building game-changing tech for dealerships. Yeah, you read that right. His journey proves that creativity, sales, and innovation are more connected than we think—and that fresh thinking might be exactly what the auto biz needs right now.Nick and I dive into the good stuff—big ideas, bold perspectives, and the kind of convo that makes you stop and go, “Huh… never looked at it that way before.” Plus, the man’s got a row of guitars behind him, so you already know he’s cool. This is one of those conversations that will change the way you think about sales, tech, and the future of automotive.Bottom line? This episode will challenge the way you think about sales, business, and the future of automotive.- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
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29:33
Ep. 651 - From Bank Robber to Car Sales Master, with Luke Lunkenheimer
In this episode, my guest is Luke Lunkenheimer, the President of Paid to Persuade, and let’s just say… his road to success wasn’t exactly a straight line. Before becoming a persuasion expert and sitting at the table with guys like Tai Lopez and Brad Lea, Luke took a few, uh… detours but we’ll get to that. But here’s the crazy part—his past is exactly what shaped him into the sales and leadership expert he is today. We’re talking about a guy who went from getting locked up to unlocking next-level sales strategies—and his journey will make you rethink everything you know about persuasion.In this episode, we uncover: How Luke went from incarceration to industry leader (his story will leave you speechless) Why most salespeople get persuasion wrong—and how to fix it The BIG 3 questions that make closing effortless How trust and authenticity will outsell any gimmick The real reason people hesitate before buying—and how to break through itThis conversation is real, raw, and packed with insights that can transform the way you sell, lead, and do business. Plus, Luke drops some absolute mic-drop moments that will have you rethinking how you approach deals.- - -This Episode's SponsorFlexDealer Need Better Quality Leads? FLX helps car dealers generate better quality leads through localized organic search and highly-targeted digital ads that convert. Not only that, they work tirelessly to ensure car dealers integrate marketing and operations for a robust and functional growth strategy.- - -Leave a Review:If you're enjoying the podcast, we'd love an honest review here. - - -Socials:Follow on LinkedInFollow on YouTubeFollow on Facebook
The Dealer Playbook is the top-rated podcast for automotive professionals who want to dominate the retail industry. Hosted by Michael Cirillo, this show delivers expert interviews, proven strategies, and actionable insights to help you sell more cars, lead stronger teams, and grow thriving dealerships. Whether you work in sales, service, F&I, marketing, or management, you’ll gain the tools and confidence to excel in a rapidly evolving market.Join thousands of listeners every week who trust The Dealer Playbook as their go-to resource for career growth and dealership success. Subscribe now and unlock the secrets to staying ahead in the fast-paced world of retail automotive.
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