Recorded Live at ASTA 2025, Dutch Silverstein delivers a powerful reframing of how the automotive industry can approach customer interaction—shifting from high-pressure sales tactics to a relationship-first model built on the idea that “People hate to be sold, yet they love to buy.

Advocates, Not Salespeople
Dutch’s relationship-based shop model stands in stark contrast to transactional sales environments.

• No Salespeople:Dutch does not employ “salesmen,” he employs “advocates.”

• Role of an Advocate:Advocates collaborate with customers to understand what they want for their vehicle and their long-term plans, then help design solutions that support those goals.

• Eliminating Pressure:The shop enforces a strict “no pressure, ever” philosophy. There are no commissions, no sales quotas, no whiteboards, no competitive bonuses—removing any incentive that could create a conflict of interest.

The episode also dives into several controversial but important topics:

• The need to revisittechnician licensing, with Dutch arguing current standards are “window dressing.”

• Theflat-rate paradox, especially when contrasted with the younger generation’s desire for work-life balance rather than solely financial incentive.

• Determining anoptimal labor ratein a way that supports sustainability and talent retention.

The Takeaway
The conversation reinforces that effective sales—better yet, advocacy—are rooted in trust. When customers feel supported rather than sold to, they embrace their decisions with confidence. This shift from selling to serving creates a healthier, more sustainable customer experience and business model.