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

If you found this valuable:

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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

What if your success today could quietly sabotage your future, unless you build a plan beyond the next car deal?

In this episode of The Dealer Playbook, I sit down with Tustin Ulrich, General Manager of Roper Kia (one of the most dominant Kia stores in Missouri) and founder of The 1% Effect, a real estate investor concierge designed specifically for high-earning operators who don’t want to lose focus on today while building freedom for tomorrow.

This is not a conversation about selling cars.

This is a conversation about long-term thinking, generational wealth, tax strategy, leverage, and protecting your family’s future, without sacrificing performance in the present.

Tustin shares his deeply personal story, from childhood adversity and financial struggle to building a record-breaking dealership and acquiring over $10M in real estate while paying less than 1% in taxes. He breaks down exactly how high achievers in automotive can use real estate as a strategic tool, not a distraction, to create optionality, time freedom, and legacy.

In This Episode, You’ll Learn:

• Why most high earners stay trapped in a short-term income mindset
• How car dealers and operators can invest in real estate without losing focus on the store
• What the 1% Effect really means, and how the top 1% preserve wealth for generations
• Why 401ks and Roth IRAs alone won’t create true financial freedom
• How leverage, 1031 exchanges, and tax strategy work in plain English
• The difference between good debt vs. bad debt
• Why real estate favors operators, even during recessions
• How to think in multiplication, not cash flow
• Why automotive is one of the only industries that enables this path

Timestamps

00:00 Hook Intro — Building wealth without losing today

02:00 Tustin’s story: from struggle to GM

06:30 Why high achievers need a future plan

10:45 The 1% Effect explained

15:30 Real estate, taxes, and leverage (simple breakdown)

22:30 Recession myths vs reality

28:00 Single-family vs multifamily investing

33:30 Living on debt & generational wealth

38:00 How to get started + final takeaway

Who This Episode Is For

• Dealer Principals & General Managers
• High-earning sales professionals
• Automotive operators thinking beyond the next 30 days
• Anyone serious about generational wealth, tax efficiency, and long-term control

What happens when precision from aviation meets creativity in automotive marketing?

In this episode, Ashley Brockhurst, Director of Marketing and Health & Safety at Charlesglen Toyota in Calgary, Alberta — “Alberta’s Celebration Destination” — shares how her dealership’s community-first philosophy is redefining what automotive retail can look like.

From aviation safety to dealership marketing leadership, Ashley’s story proves how curiosity, culture, and compassion fuel innovation. She opens up about her journey from receptionist to director, the strategy behind hosting 27+ community events a year, and how authentic philanthropy (not just PR) builds real customer loyalty.

You’ll learn how Charlesglen Toyota turned community connection into a competitive advantage, and how your dealership can do the same.

In This Episode:

• How Ashley went from aviation safety to automotive marketing
• The mindset shift that helped her climb from receptionist to director
• Why authentic community giving outperforms transactional marketing
• How Charlesglen Toyota became Alberta’s Celebration Destination
• Turning charity and local events into a powerful brand advantage
• Why women are leading Canada’s charitable sector, and how dealerships can connect
• The ROI of relationships: how community focus drives dealership growth
• How to measure unmeasurable marketing (and prove impact beyond KPIs)
• Why “look after your city and they’ll look after you” still works in 2025

Timestamps

00:00 Intro — From Aviation to Automotive

04:12 How a receptionist became a marketing director

09:05 The secret behind Charlesglen Toyota’s “Celebration Destination” brand

14:20 Culture that empowers people to take chances

18:55 How to build authentic community events that connect

24:10 Why women drive community impact (and dealership loyalty)

32:00 Measuring ROI when you can’t “track” community relationships

37:30 Building team buy-in for charity and local events

Who This Episode Is For

1. Dealership marketing teams

2. General Managers & Dealer Principals

3. Community relations & event coordinators

4. Women in automotive leadership

5. Anyone who believes marketing can build more than sales — it can build connection.

Connect with Ashley Brockhurst

🔗 LinkedIn: Ashley Brockhurst

🌐 Charlesglen Toyota: charlesglentoyota.com

What happens when a dealer group bets big on hospitality, culture, and process, instead of pressure, price, and tradition?

Today, multi-store operator JB Burnett joins me to unpack the launch of his brand new Ford Signature 2.0 store, the first of its kind in the world, and why the guest experience is now his most powerful competitive advantage.

We dive into how he moved an entire dealership eight miles in four days, opened to record-setting sales weeks, and rebuilt the buying journey around hospitality, not haggling. JB also shares his response plan to recession chatter, how he keeps teams aligned under heavy pressure, and why he believes contagious optimism is a non-negotiable leadership skill.

If you’re a dealer principal, GM, GSM, or fixed ops leader looking for a real-world blueprint on culture, execution, and modern retailing, this episode is required listening.

In This Episode You’ll Learn:

• What a Ford Signature 2.0 store actually is and why the experience is radically different
• How JB’s team moved 300 units + full service + parts in less than a week
• Why hospitality-first retail is out-performing traditional sales tactics
• The subtle vocabulary shifts (“guest,” not “customer”… “reservations,” not “appointments”) that change everything
• How JB builds buy-in for elevated dress codes & elevated expectations
• Why international markets are beating the U.S. on dealership hospitality—and what we can learn
• JB’s mindset framework for leading calmly through chaos

Timestamps

00:00 Intro

02:10 Inside the world’s first Ford Signature 2.0 store

07:45 Moving 300 units + full operations in four days

11:12 The mindset required to lead through chaos

18:55 Hospitality vs. legacy retailing: why the guest experience wins

24:20 Why other countries are beating the U.S. in dealership decorum

29:02 Dress code, culture, and team buy-in

36:15 Preparing for a potential recession

42:40 Contagious optimism vs. toxic positivity

45:05 JB’s framework for hard conversations

49:15 How to connect with JB

Who This Episode Is For

Dealer Principals, General Managers & GSMs, Fixed Ops Leaders, and Retail Auto Operators

Anyone responsible for culture, customer experience, or profitability in automotive.

If you’ve ever wondered how a small-town Ford store ends up going mega-viral, builds a loyal community, and turns everyday dealership life into must-watch content… this episode is for you.

Today I’m joined by the brilliant, hilarious, and wildly creative Noella Salter, the marketing manager behind Lang & Fetter Ford’s social media presence that the entire industry can’t stop talking about. She’s turned a rural Canadian dealership into a personality-driven brand that people actually want to follow.

In this episode, we get into:

• How Noella went from PR grad to dealership storyteller

• The moment she realized she had to stop copying her predecessor and start creating as herself

• Why the people inside your dealership matter more than any vehicle walkaround

• What to do when your content flops, trolls show up, or you feel creatively tapped out

• The power of consistency, authenticity, and letting your team shine

• Why viral moments don’t matter nearly as much as you think, and how she stays grounded anyway

• Live reactions as we watch some of Lang & Fetter Ford’s most viral posts together

If you’re in automotive marketing (or honestly, any business where trust and community matter), this conversation is a blueprint for turning small beginnings into big impact. Noella proves that you don’t need a massive budget, a big city, or sponsorship deals, you just need people who are willing to show up, be themselves, and have a little fun.

This episode will make you laugh, rethink your approach to social, and maybe even give you the nudge to try that idea you’ve been sitting on.

What if your biggest dealership problems aren’t “market problems”… but creativity problems?

In this episode of The Dealer Playbook, Michael sits down with Nir Bashan, world-renowned creativity expert, founder & CEO of The Creator Mindset, LLC, Clio Award winner, and Emmy-nominated former Hollywood/advertising executive to show car dealers how to use creativity as a practical business tool, not fluffy “inspiration,” but real-world tactics that move metal, grow service, and improve culture.

Nir has coached leaders at AT&T, Microsoft, NFL Network, EA Sports, Suzuki, JetBlue, and more. In this conversation, he maps the same creativity frameworks directly onto retail automotive in 2025 and beyond.

You’ll learn:

• Why creativity + innovation are the only sustainable edge as regulations, EVs, and consumer behavior change
• How to translate Hollywood-level creativity into daily dealership operations
• A simple mindset shift to turn “crisis after crisis” into opportunity (EV overstock, chip shortages, changing regs, etc.)
• How to balance data and creativity so your analytics don’t kill your humanity
• A dead-simple language exercise that can boost customer satisfaction and sales
• Why everyone is creative (backed by research) and how to unlock it in your team
• How to use creativity to transform your BDC, service lane, and sales culture

Book Giveaway – 10 Free Copies of The Solution Mindset

If you got value from this episode:

• Leave an honest review on Apple Podcasts or Spotify
• Screenshot your review
• DM it to Michael on LinkedIn, Facebook, Instagram, or X

👉 The first 10 people to do that will get a free copy of Nir’s new book, The Solution Mindset.

How should Canadian dealers REALLY be using data to price, appraise, and move inventory in 2025?

In this episode of The Dealer Playbook, Michael sits down with Yolanda Bishwah, President of Canadian Black Book (CBB), the data backbone behind used vehicle valuations and residual forecasts for OEMs, lenders, and retailers across the country.

With 65+ years of market data at her fingertips, Yolanda breaks down how Canadian Black Book reads the market, what’s really happening with wholesale and retail values, and how dealers can use valuations more strategically instead of just “checking a number.”

We get into:

• How CBB blends wholesale auction data, upstream OEM/lender data, and retail listing data to forecast values
• Key differences between the Canadian and U.S. wholesale markets (and why Canada moves more gradually)
• How to use residual value forecasts to build better remarketing and equity-mining plans
• Practical ways to reduce pain around aging units using data instead of gut feel
• Why consumer confidence, supply & demand, and economic signals matter for your next 90 days of inventory decisions
• How Canadian dealers can tighten the gap between consumer-facing trade tools and in-store appraisals
• 
  

If you’re a dealer principal, GM, used car manager, or lender trying to make smarter decisions with every unit on the lot, this conversation will change how you think about values, equity, and remarketing.