The Dealer Playbook

michael@cirillo.com

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"1.8% Of Clicks Are Paid" - The Traffic Every Dealer Is Leaving On The Table | Matt Copley, Co-Founder & CRO of Hrizn

August 04, 2026

Most dealers are fighting over a sliver of traffic while the majority goes unclaimed. Matt Copley, Co-Founder, Chairman, and Chief Revenue Officer of Hrizn, joins Michael to unpack it. With over 25 years across media, adtech, and martech, including a decade working inside retail automotive itself, Matt's built a career watching how dealers show up online, and now builds the platform to fix it.They dig into a number pulled from SparkToro, Datos, and Semrush: paid clicks only account for 1....

“Ten Cars Does Not Work” - The Habits Behind Higher Car Sales | Raul Tomsa, Client Advisor at Motor Werks

July 28, 2026

Average production has a cost, and it usually shows up long before someone notices it in their paycheck.After 18 years in automotive retail, Raul stepped away from the general sales manager position and returned to the showroom floor as a client advisor. He wanted to reconnect with the customer experience and find out what separates someone selling ten cars a month from someone consistently producing 20 or more.Raul explains why average producers often wait for perfect deals, avoid low-gross ...

"We Solved a Huge Problem" — How This 17-Store Group Decides What to Fix First | Gary LaDue, Marketing Dir. Modern Auto

July 21, 2026

Every operator has felt it: too many fires, no clear order of attack, and the creeping sense that whatever you fix first is a guess.This episode centers on a simple decision-making framework: plot every project against how easy it is to achieve and how big the return would be, then go after the highest-value, lowest-effort work first. It's borrowed straight from corporate America, and it works because it's simple.The conversation walks through how that framework actually shapes daily decision...