Today I'm joined by Brian Dorsett, President of Dorsett Automotive. In this episode, we dive into how a former MLB catcher applies professional sports strategy to run a high-performing 4th-generation dealer group. Brian breaks down why he is moving away from OEM-mandated digital spend, his "Big Stick" radio branding tactics, and the strict inventory rules required to survive in today's margin-compressed market. We also discuss the "catcher's view" of leadership and the reality of managing sub-prime and prime brands under one campus.
This episode is brought to you by:
1. @Lotlinx - Meet LotGPT, your AI Inventory Strategist built exclusively for car dealers. Fluent in your market, your dealership, and your inventory, LotGPT analyzes live inventory, real-time market supply, and shopper demand to surface risk and opportunity VIN by VIN. It reveals competitive insights, shopper behavior, and pricing dynamics, and even identifies underperforming VDPs with merchandising recommendations to boost conversion without cutting prices. Put LotGPT to work for your dealership today, totally free, @ https://lotlinx.com/LotGPT/.
2. @experian - Today's automotive marketing is about more than selling the next vehicle—it's about building lasting relationships, and Experian gives you the data-driven tools to do it. By combining precise audience targeting with deep automotive insights, you can identify high-intent buyers, re-engage existing customers, drive service retention, and grow both sales and revenue with less wasted spend. Visit @ https://www.experian.com/lp/automotive/cdg-better-data?cmpid=CDG_April_Podcast_Ad for more info.
3. CDG Recruiting – Hire top dealership talent, fast. From sales managers to GMs and C-suite execs, we’ve placed over 1,000 roles across auto retail. Ready to scale without the hassle? Visit @ https://www.cdgrecruiting.com/ to get started.
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Topics:
02:10 Why A Catcher Sees The Game Better Than Everyone Else.
08:00 The Sophomore Year Goal Sheet That Predicted His Future.
14:25 Why A $595 Pack Saves Dealers From Bad Inventory Bets.
18:35 Why 75% Of Customers Buy Something Else.
32:15 The Unusual Radio Tactic That Cuts Through Digital Noise.
33:55 Why This Dealer Cut Digital Spend Without Regretting It.
39:45 The Brutal Reality Of Competing Against Tier Two Markets.
41:10 The Crazy Move To Buy An Aldi For A Used Car Building.
52:55 The Honest Truth About Aging That Bothered This Dealer Most.
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