A Complete Sales, Management & Training System
The operating system for the future-proof dealership
The Dealership Playbook transforms chaotic, inconsistent sales floors into high-performing teams that execute with discipline — without more leads, more staff, or more stress. One team. One playbook. One standard.
170+ dealerships across North America run this system to add $500,000 to $1,000,000+ in annual gross profit. Not through motivation. Not through one-time events. Through seven daily habits that become automatic.
Where dealerships leave money on the table
It’s rarely effort. It’s four gaps that quietly cost you deals, gross, and good people — month after month.
Problem 1
Your team is losing deals
They can’t do what you can do. Most salespeople chase the money in the market instead of the customer’s experience — and they lack the skills to turn an up into a sale. Every deal that walks is gross you never get back.
Problem 2
Your team is giving away profit
If you don’t have the right car at the lowest price, you don’t sell it — so your team discounts to survive. Without a process that builds value, they leave hundreds of dollars on every deal that does close.
Problem 3
Training doesn’t stick
Most dealerships treat training as an event, not a lifestyle. The big speaker, the binder on the shelf — three weeks later, everyone’s back to old habits. Without daily reinforcement and accountability, none of it lasts.
Problem 4
Turnover kills momentum
You’re constantly hunting for new people instead of building a championship team. Every departure resets your floor, burns leads, and costs you the gross a seasoned, trained rep would have closed.
This is more than online training
Videos alone don’t change a sales floor — systems do. The Dealership Playbook is a complete operating system for your store: three layers that work together, every day.
The Sales System
One proven process on every deal
One road-to-the-sale your whole team runs — with the desk questions, the Closing EMI, and the win-win negotiation framework that protect gross on every single deal.
The Management System
Run the store from one dashboard
Your Management System meets you where you are — from your first strategy session through onboarding, launch, and every habit review after. Team progress, every deal tracked in the Profit Builder, your real numbers — one place, always current.
The Training System
Daily training that proves itself
The 111-day curriculum, bite-sized daily lessons, and AI-powered practice that makes your team prove they can do it — not just that they watched it.
Most companies sell you videos and wish you luck. We built the whole operating system — and we put a guarantee behind it.
The seven habits that transform dealerships
Not theories. Not concepts. Habits — seven daily disciplines, in the order your team works a deal. This is the operating plan your whole store commits to.
HABIT 1
Master the sales process steps and tools
One playbook your whole team runs makes it easier to manage, coach, and drive results.
HABIT 2
Hold daily huddles that drive results
Preparing your team to win every day makes winning simple.
HABIT 3
Use good desk questions to coach every deal
Reinforcing good behavior drives great behavior — and great results.
HABIT 4
Use the Closing EMI on every desked deal
A manager talks to every customer before numbers — and doubles your first-pencil closes.
HABIT 5
Track every deal with the desk pad
You can’t improve what you don’t measure. Tracking every unclosed desk deal helps you close more.
HABIT 6
Manager follows up every unclosed deal the same day
Same-day manager follow-up turns no’s into yeses.
HABIT 7
Track and coach performance using the Profit Builder
The Profit Builder helps you find and fix the gross-profit leaks on every deal.
Do these seven things consistently and you’ll transform your dealership. We’re so sure of it, we guarantee it — keep reading.
The 111-Day Curriculum
From day one to full transformation
Four foundational courses, completed in sequence. They build on each other to create deep, lasting skill development — not just surface-level awareness.
COURSE 1
21-Day Fast Start
Your team’s launchpad. A 21-day intensive that walks through every step of the sales process with daily lessons, quizzes, and skill-building exercises — from the Welcome to Understanding Goals, Exploration, Demonstration, the Trade Walk, all the way through Delivery and Follow-Up. By day 21, your team speaks the same language, follows the same process, and has built the daily training habit that makes everything else stick.
COURSE 2
Understanding Today’s Internet-Driven Marketplace
Today’s buyers spend 16–20 hours researching online before they ever talk to you. This course shows your team how to serve buyers who have already narrowed their choices and chosen you as a finalist — the virtual sales process, how to convert digital leads into appointments that show, and why relationship and trust matter more than ever.
COURSE 3
Convert Phone Opportunities to Sales
Every incoming call is a chance to create an excited, loyal, lifetime customer — or lose them to a competitor. This course shifts your team’s focus from “get their name and number” to “make them want to do business with you”: how to build value on the phone, set appointments that actually show, and use the same trust-building principles that work face-to-face.
COURSE 4
Secrets of Win-Win Closing
The deep dive into closing and negotiating that most salespeople never get. Your team masters the 5 Steps of Negotiation, learns the Resell/Re-Ask technique that doubles first-pencil closes, and understands the psychology behind why buyers object — and how to help them feel good about saying yes. No manipulation. No pressure tactics. Just comfortable, profitable closes that create lifetime customers.
The key to lasting change is your managers
“A manager’s primary job is to grow people. The gross is a byproduct of that growth.”
Manager Gameplan Course
Six sessions that show managers exactly how to add $1M in gross profit — the Four Pillars of Leadership, the Customer Experience Process, the seven-habit operating plan, and training methodology. Managers complete this before rolling out the system to their team.
Manager Onboarding
The quick-start guide for new managers joining the Playbook. Sets expectations, explains the system, and ensures every manager leads by example from their first shift.
A modern platform built for real results
AI-powered practice that builds reflexes. Watch a video, then prove you can do it — your team practices objection handling and closing conversations until the skills become automatic.
Manager tools put you in control: real-time dashboards, watchdog alerts for inactivity, configurable email reports, and the data to back up every coaching conversation.
Dealerships like yours are setting the new standard
“In January we had a horrible month — 42 vehicles. We started the process at the end of that month and went through the 21-Day Fast Start. We did 79 in February and 90 in March. Our guys know the process, we’re holding them accountable at the desk, and we’re getting involved in EMIs. We even hired a salesperson who had never sold cars in his life — he’s number two on the board this month. We’re never afraid anymore: if we find the right person, do we have time to train them? The answer now is absolutely.”
Jamie Baier, Dealer Principal
Jim Baier Ford — Fort Madison, IA
“We signed up with Automotive Sales Coach because we needed additional training that our sales managers, finance managers, and I weren’t able to do ourselves. Sales volume is increased, gross is increased a decent amount, and salesperson retention has improved. The amount of training material they have on hand is as much as I’ve seen anywhere — including the big-name national trainers.”
Pat Hurst, General Manager
Ed Martin Automotive Group — Indiana
The math that makes this a no-brainer
For a store selling 100 cars a month, even modest improvements compound into massive results.
+3%
closing increase from professionalized processes = 15 more deals a month
+$300
PVR lift from built-in value and trust on every deal
$900K+
additional annual gross profit — the reality for stores running the Playbook system
Programs start at $2,000 per month per rooftop, scaling with your dealership’s size and goals. No long-term contracts. Cancel anytime.
The 111-Day Playbook Guarantee
Do the work, love the results — or get your money back
In 111 days, you’ll see at least one — and most likely all — of these results when you install our operating system. We’re so sure of it, we put our money behind it: run the seven habits with your team, and if you don’t improve in at least one of these five outcomes within 111 days, we refund every dollar you paid for the 111-day period.
- Increased closing percentage
- Increased retained gross
- Lower turnover
- Improved culture and professionalism
- Increased urgency
Dealers who install our operating system report improvement in all five — not just one.
Why 111 days? It takes 21 days to form a habit and 90 more to make it a lifestyle. The clock starts at your Onboarding Huddle — long enough for the system to take root, short enough to keep everyone honest.
This isn’t fine print — it’s the operating plan. The seven habits are the roadmap we coach your team on for the life of your account, and your dashboard tracks every one of them. Do the work, and the results take care of themselves.
Your questions answered
Won’t adding more process steps create more work for my team?
The opposite happens. A clear, consistent process reduces work and friction throughout your dealership. Salespeople spend less time chasing dead-end leads, managers spend less time fixing broken deals, and F&I sees better-qualified buyers. Our dealerships consistently report that the seven habits create more time in their day — deals desk faster, close easier, and require less rework.
How is this different from other sales training programs?
Three key differences. We focus on implementation, not information — we show you how to do it, give you the tools, and coach you through the challenges. We build manager capability instead of bypassing managers and creating misalignment. And we create a daily rhythm, not an event — the Dealership Playbook becomes part of your culture, not something that happens once and disappears.
What if my team resists change?
Resistance is normal — and a good sign. It means your team cares enough to have an opinion. Our implementation process is designed to overcome it: creating early wins that build belief, connecting process to personal success, making managers effective coaches and advocates, and demonstrating ROI at each step. We’ve implemented in dealerships with 100% turnover and deeply entrenched anti-process cultures. The system works when you work it.
How does the 111-day guarantee actually work?
It’s simple: commit to the seven habits and run them with your team. The clock starts at your Onboarding Huddle. If after 111 days you haven’t seen improvement in at least one of the five outcomes — closing percentage, retained gross, turnover, culture and professionalism, or urgency — we refund every dollar you paid for the 111-day period. The guarantee is tied to doing the work, not to passive access: your dashboard tracks the habits as you go, so there’s never a question about where you stand.
How much of my time will this require as a dealer or GM?
We designed the system knowing you’re already stretched thin. Your commitment is minimal: about 30 minutes for a weekly implementation check-in with your team, 15 minutes to review the weekly performance dashboard, and occasional spot checks on huddles and process compliance. Our coaches work directly with your management team to drive implementation — you stay in the loop without getting bogged down in details.
Ready to transform your dealership?
Take the 2-minute quiz to see exactly where your team is leaving money on the table — and the specific monthly opportunity the Playbook would unlock in your store. No pressure. No games. Just clarity and direction.