The Dealer Playbook

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 time

How to use video without overthinking it or trying to be perfect

What it actually means to “stand out” when everyone says they’re doing the same things

The shift from treating this industry like a job to building a real career

Why Charles refers to customers as guests, and how that one word changes everything

How to stay human in a digital-first world that’s craving real connection

Lessons from economic swings, negative reviews, and long-term thinking in the car business

This 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 Welcome
00:15 Meet Charles Cannon
00:27 Marketing Strategies for Car Dealers
01:08 Charles' Journey Back to Houston
02:20 Building a Personal Brand in the Car Business
05:05 The Importance of Consistency
08:54 Humanizing Sales Through Social Media
12:02 Overcoming Video Marketing Challenges
19:47 Shifting from Job to Career
30:27 Handling Negative Reviews and Customer Relations
31:40 Economic Challenges and Opportunities
34:42 Final Thoughts and Contact Information

How do you sell 300+ used cars a month in a town of 2,900 people, and buy 240 vehicles off the street without relying on auctions?
In this episode, Rob Ruth the President / Owner of Bob Ruth Ford, Dillsburg PA breaks down the real playbook behind scaling a pre-owned-first dealership inside a franchise system, and why a startup mindset, disciplined acquisition, and a culture built on partnership can outperform “bigger market” excuses.
Rob shares exactly how they pivoted during COVID when inventory vanished, how they built a team-based buying machine (starting with Facebook Marketplace outreach), and why used cars drive the whole store: service, parts, profitability, and growth.
What you’ll learn:
Why used cars are the real growth lever (40M used vs ~16M new) and how to differentiate
The acquisition-first framework: buying center, street buys, and scaling a sourcing team
How to sell 8 used for every 1 new while keeping the OEM satisfied
What’s working now: $25K-and-under sweet spot, pricing discipline, and recon strategy
Leadership and culture: treating employees like partners, creating career paths, and recruiting in a small market
The recession-proof logic of building a pre-owned engine when markets shift
If you’re a dealer, operator, or leader who feels boxed in by OEM pressure, market size, or “the way it’s always been done,” this episode will challenge you to rethink what’s possible and remind you why you got into this business in the first place.
Timestamps
00:00 Introduction to the Used Car Mindset
00:36 The Story Behind Bob Ruth Ford
01:02 Key Elements of a Successful Pre-Owned Operation
01:13 Flex Dealer and the Dealer Playbook
02:35 Rob Ruth's Journey and Mindset
03:46 Challenges and Strategies in the Used Car Market
06:05 The Startup Mentality in a Family Business
15:20 Acquisition and Inventory Management
26:20 Community Impact and Leadership
33:29 Conclusion and How to Connect

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 pricing
Where AI belongs in a dealership (and where it doesn’t)
How to keep customers warm after-hours without “fake” automation
The real operational advantage of a single-point store in a big market
How to break down silos between sales, service, parts, and recon
Why “community starts from the inside out” (and how to make it real)
How Matt invests in people through training, 20 groups, and leadership development
Why the dealership experience still matters—even with online buying and delivery
If 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.
Timestamps
00:00 Intro
01:14 The Dealer Playbook and Flex Dealer
02:35 Introduction to Matt Birkhead
03:30 Balancing Work and Family
04:50 Challenges and Responsibilities in the Car Business
08:15 Transparency and Authenticity in Dealerships
09:39 Leveraging AI in Dealerships
16:36 Community Involvement and Support
18:22 Building a Culture of Giving Back
19:03 Creating a Tangible Cultural Impact
20:14 Fostering Teamwork and Community
20:44 Highlighting Employee Contributions
21:27 Breaking Down Departmental Silos
22:20 The Role of Gwen in Community Outreach
25:11 Investing in People and Long-Term Value
26:52 Navigating the Automotive Industry as an Outsider
31:37 Objective and Factual Leadership
34:25 Connecting with the Community and Audience
Connect with Matt Birkhead / Sir Walter Chevrolet
Phone: (919) 455-7790
Email: [email protected]
Instagram (Matt): @birksuva
Instagram (Store): @sirwalter_chevy
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Do dealership buildings actually sell cars, or do they quietly kill the experience?
In this episode of The Dealer Playbook, we sit down with Josh Keough, Licensed Architect and Studio Director at Gensler, to unpack how dealership architecture, layout, and environment design directly impact sales efficiency, fixed ops performance, employee retention, and guest experience.
With more than 25 years of experience and 1,600+ sales and service locations designed worldwide, Josh shares how future-ready dealerships are being built to support:
Digital buying behavior

EV infrastructure and service realities

Faster yet more human customer journeys

Technician attraction and retention

Brand trust beyond logos and signage

This conversation challenges the idea that “buildings don’t sell cars” and reframes the dealership as a strategic tool, one that shapes behavior, emotion, workflow, and long-term profitability.
You’ll learn:
The difference between a customer experience vs. a guest experience

Why lighting, furniture, sound, and even smell influence buying decisions

How dealership layout impacts RO time, technician productivity, and retention

Why EV readiness is more about infrastructure and workflow than showrooms

Practical design upgrades dealers can make without tearing down their store

How to balance OEM brand standards with your dealership’s unique identity

Why great design must support people first, not just vehicles

If you’re thinking about your next renovation, EV transition, or how to stand out in a digital-first world, this episode will change how you view your building.
Who this episode is for:
Dealer Principals & Owners

General Managers & Fixed Ops Leaders

Automotive Architects & Designers

OEM Leadership Teams

Anyone responsible for dealership experience, culture, or long-term growth

Timestamps
0:00–2:37 Hook & why dealership design matters
2:37–5:10 Josh Keo’s background at Gensler & global automotive work
5:10–8:05 Customer experience vs. guest experience in dealerships
8:05–11:20 The three stakeholders every dealership building must serve
11:20–14:40 Why brand identity is more than logos & signage
14:40–18:10 Designing layouts to support different sales processes
18:10–21:30 Talent attraction, technician retention & back-of-house design
21:30–25:00 Fixed ops efficiency, RO time & service flow
25:00–28:40 EV infrastructure planning dealers can’t ignore
28:40–31:50 Why less inventory on the floor improves experience
31:50–35:10 Lighting, furniture, scent & subconscious buying signals
35:10–37:51 Faster vs. better experiences & final takeaways

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 advantage

How AI is accelerating opportunity (without replacing human judgment)

The leadership, culture, and discipline gap separating top performers from the rest

Why most dealerships ask the wrong questions about success

How critical thinking will become one of the most valuable skills in 2026

What it actually means to “go all in” on your definition of success

We 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 auto
If 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.com

Who this episode is for:
Dealership Owners & Operators

General Managers & GSMs

Marketing Directors & CMOs

Fixed Ops & Service Leaders

Automotive Professionals serious about growth in 2026

Timestamps

00:00 Introduction
02:20 Year-End Reflections and Gratitude
07:18 AI in the Auto Industry: Opportunities and Challenges
14:52 Marketing and Human Connection
20:04 Leadership, Culture, and Sustainable Growth
26:20 Looking Ahead to 2026: Relentless Pursuit of Success
27:53 Conclusion and Call to Action