{"version":"1.0.0","segments":[{"speaker":"Michael Cirillo","startTime":0.21,"endTime":2.52,"body":"Alright, so"},{"speaker":"Michael Cirillo","startTime":0.21,"endTime":2.52,"body":"today we get to sit down with"},{"speaker":"Michael Cirillo","startTime":2.52,"endTime":3.57,"body":"Erin Sparks"},{"speaker":"Unknown","startTime":10.08,"endTime":12.0,"body":"This is Auto Collabs,"},{"speaker":"Michael Cirillo","startTime":12.0,"endTime":14.97,"body":"who is a"},{"speaker":"Michael Cirillo","startTime":12.0,"endTime":14.97,"body":"marketing director BDC director"},{"speaker":"Michael Cirillo","startTime":14.97,"endTime":18.63,"body":"kind of almost a, what I can"},{"speaker":"Michael Cirillo","startTime":14.97,"endTime":18.63,"body":"tell from her LinkedIn profile."},{"speaker":"Michael Cirillo","startTime":18.69,"endTime":24.03,"body":"She covers a lot of territory."},{"speaker":"Michael Cirillo","startTime":18.69,"endTime":24.03,"body":"Paul, Kyle, how did you get in"},{"speaker":"Michael Cirillo","startTime":24.03,"endTime":25.89,"body":"touch with Erin? How did you get"},{"speaker":"Michael Cirillo","startTime":24.03,"endTime":25.89,"body":"to meet her?"},{"speaker":"Kyle Mountsier","startTime":26.13,"endTime":29.31,"body":"So I met Aaron."},{"speaker":"Kyle Mountsier","startTime":26.13,"endTime":29.31,"body":"And I think this is kind of my"},{"speaker":"Kyle Mountsier","startTime":29.31,"endTime":32.91,"body":"relationship with the group. But"},{"speaker":"Kyle Mountsier","startTime":29.31,"endTime":32.91,"body":"through the Auto Genius Network,"},{"speaker":"Kyle Mountsier","startTime":32.91,"endTime":37.8,"body":"actually, way back when I was"},{"speaker":"Kyle Mountsier","startTime":32.91,"endTime":37.8,"body":"still with Nelson, and I can't"},{"speaker":"Kyle Mountsier","startTime":37.8,"endTime":40.83,"body":"remember who kind of introduced"},{"speaker":"Kyle Mountsier","startTime":37.8,"endTime":40.83,"body":"her to that group, but just"},{"speaker":"Kyle Mountsier","startTime":40.83,"endTime":45.12,"body":"quickly realized that she had"},{"speaker":"Kyle Mountsier","startTime":40.83,"endTime":45.12,"body":"some chops. And, you know, as"},{"speaker":"Kyle Mountsier","startTime":45.12,"endTime":48.03,"body":"marketers go, it was like, an"},{"speaker":"Kyle Mountsier","startTime":45.12,"endTime":48.03,"body":"early conversation is like, so"},{"speaker":"Kyle Mountsier","startTime":48.03,"endTime":51.33,"body":"what do you exactly do, and it"},{"speaker":"Kyle Mountsier","startTime":48.03,"endTime":51.33,"body":"was like, somewhere between"},{"speaker":"Kyle Mountsier","startTime":51.54,"endTime":53.7,"body":"everything and all the"},{"speaker":"Kyle Mountsier","startTime":51.54,"endTime":53.7,"body":"everything's"},{"speaker":"Kyle Mountsier","startTime":56.46,"endTime":59.16,"body":"which is normally the way that"},{"speaker":"Kyle Mountsier","startTime":56.46,"endTime":59.16,"body":"kind of marketers go. So I'm"},{"speaker":"Kyle Mountsier","startTime":59.16,"endTime":61.65,"body":"excited about this conversation."},{"speaker":"Kyle Mountsier","startTime":59.16,"endTime":61.65,"body":"Because normally what happens"},{"speaker":"Kyle Mountsier","startTime":61.65,"endTime":64.59,"body":"when you start talking to a"},{"speaker":"Kyle Mountsier","startTime":61.65,"endTime":64.59,"body":"marketer, you realize, oh, they"},{"speaker":"Kyle Mountsier","startTime":64.59,"endTime":67.68,"body":"do a little bit of everything"},{"speaker":"Kyle Mountsier","startTime":64.59,"endTime":67.68,"body":"somewhere around the dealership,"},{"speaker":"Kyle Mountsier","startTime":67.68,"endTime":71.13,"body":"because it's kind of that it's a"},{"speaker":"Kyle Mountsier","startTime":67.68,"endTime":71.13,"body":"role that especially a lot of"},{"speaker":"Kyle Mountsier","startTime":71.13,"endTime":74.79,"body":"smaller groups, or single"},{"speaker":"Kyle Mountsier","startTime":71.13,"endTime":74.79,"body":"rooftops, kind of becomes the"},{"speaker":"Kyle Mountsier","startTime":74.79,"endTime":77.58,"body":"catch all for a lot of different"},{"speaker":"Kyle Mountsier","startTime":74.79,"endTime":77.58,"body":"things. But oh, yeah, you know,"},{"speaker":"Kyle Mountsier","startTime":77.58,"endTime":81.18,"body":"there's just really savvy people"},{"speaker":"Kyle Mountsier","startTime":77.58,"endTime":81.18,"body":"to that take that to heart. And"},{"speaker":"Kyle Mountsier","startTime":81.21,"endTime":85.14,"body":"I'm excited to hang out with her"},{"speaker":"Kyle Mountsier","startTime":81.21,"endTime":85.14,"body":"because I'm guessing some of"},{"speaker":"Kyle Mountsier","startTime":85.14,"endTime":87.81,"body":"that would would come out in"},{"speaker":"Kyle Mountsier","startTime":85.14,"endTime":87.81,"body":"that conversation from my"},{"speaker":"Kyle Mountsier","startTime":87.81,"endTime":90.69,"body":"knowledge of her in the past. I"},{"speaker":"Kyle Mountsier","startTime":87.81,"endTime":90.69,"body":"really"},{"speaker":"Paul Daly","startTime":90.3,"endTime":94.35,"body":"like it when we get"},{"speaker":"Paul Daly","startTime":90.3,"endTime":94.35,"body":"to talk to someone who literally"},{"speaker":"Paul Daly","startTime":94.35,"endTime":98.79,"body":"is doing the work every day. And"},{"speaker":"Paul Daly","startTime":94.35,"endTime":98.79,"body":"you know, regardless of how many"},{"speaker":"Paul Daly","startTime":98.79,"endTime":102.12,"body":"things in the store that that"},{"speaker":"Paul Daly","startTime":98.79,"endTime":102.12,"body":"is, the perspective is like of"},{"speaker":"Paul Daly","startTime":102.12,"endTime":105.69,"body":"the marketer is usually in the"},{"speaker":"Paul Daly","startTime":102.12,"endTime":105.69,"body":"middle of the scrum, right?"},{"speaker":"Paul Daly","startTime":105.69,"endTime":109.02,"body":"They're always looked in all"},{"speaker":"Paul Daly","startTime":105.69,"endTime":109.02,"body":"these different areas. So like"},{"speaker":"Paul Daly","startTime":109.05,"endTime":114.24,"body":"they kind of see and hear and"},{"speaker":"Paul Daly","startTime":109.05,"endTime":114.24,"body":"usually are confided in by a"},{"speaker":"Paul Daly","startTime":114.27,"endTime":116.97,"body":"number of different people in"},{"speaker":"Paul Daly","startTime":114.27,"endTime":116.97,"body":"the store. So I always like to"},{"speaker":"Paul Daly","startTime":116.97,"endTime":119.34,"body":"have conversations with people"},{"speaker":"Paul Daly","startTime":116.97,"endTime":119.34,"body":"who are in the middle of the"},{"speaker":"Paul Daly","startTime":119.34,"endTime":122.52,"body":"scrum. So we hope you enjoy this"},{"speaker":"Paul Daly","startTime":119.34,"endTime":122.52,"body":"interview with Erin Sparks."},{"speaker":"Kyle Mountsier","startTime":130.86,"endTime":132.72,"body":"All right, we're"},{"speaker":"Kyle Mountsier","startTime":130.86,"endTime":132.72,"body":"already laughing again. And"},{"speaker":"Kyle Mountsier","startTime":132.72,"endTime":138.33,"body":"we're hanging out with my fairly"},{"speaker":"Kyle Mountsier","startTime":132.72,"endTime":138.33,"body":"new friend Erin Sparks, who is a"},{"speaker":"Kyle Mountsier","startTime":138.33,"endTime":143.19,"body":"member of Auto Genius, and also"},{"speaker":"Kyle Mountsier","startTime":138.33,"endTime":143.19,"body":"a marketing director at DeNooyer"},{"speaker":"Kyle Mountsier","startTime":143.22,"endTime":147.0,"body":"Chevrolet and Ford. Erin, thanks"},{"speaker":"Kyle Mountsier","startTime":143.22,"endTime":147.0,"body":"for hanging out with us today."},{"speaker":"Erin Sparks","startTime":147.75,"endTime":149.25,"body":"Yeah, thanks for"},{"speaker":"Erin Sparks","startTime":147.75,"endTime":149.25,"body":"having me."},{"speaker":"Kyle Mountsier","startTime":149.34,"endTime":151.47,"body":"Absolutely. You"},{"speaker":"Kyle Mountsier","startTime":149.34,"endTime":151.47,"body":"know, one of the one of the fun"},{"speaker":"Kyle Mountsier","startTime":151.47,"endTime":154.11,"body":"things that we always get to"},{"speaker":"Kyle Mountsier","startTime":151.47,"endTime":154.11,"body":"learn in our industry is just"},{"speaker":"Kyle Mountsier","startTime":154.11,"endTime":157.41,"body":"how connected and disconnected"},{"speaker":"Kyle Mountsier","startTime":154.11,"endTime":157.41,"body":"our industry is. And Paul was"},{"speaker":"Kyle Mountsier","startTime":157.41,"endTime":159.87,"body":"telling us just before this"},{"speaker":"Kyle Mountsier","startTime":157.41,"endTime":159.87,"body":"call, that there's like,"},{"speaker":"Kyle Mountsier","startTime":160.08,"endTime":164.49,"body":"actually 38 dinners. No, I'm"},{"speaker":"Kyle Mountsier","startTime":160.08,"endTime":164.49,"body":"kidding. Just just a couple. But"},{"speaker":"Kyle Mountsier","startTime":164.49,"endTime":167.91,"body":"you you have the pleasure of"},{"speaker":"Kyle Mountsier","startTime":164.49,"endTime":167.91,"body":"managing a couple of them from a"},{"speaker":"Kyle Mountsier","startTime":167.91,"endTime":171.57,"body":"marketing and service BDC"},{"speaker":"Kyle Mountsier","startTime":167.91,"endTime":171.57,"body":"perspective. But enough about"},{"speaker":"Kyle Mountsier","startTime":171.57,"endTime":174.36,"body":"now, let's talk about before"},{"speaker":"Kyle Mountsier","startTime":171.57,"endTime":174.36,"body":"because I'd like to hear a"},{"speaker":"Kyle Mountsier","startTime":174.36,"endTime":178.29,"body":"little bit about kind of how you"},{"speaker":"Kyle Mountsier","startTime":174.36,"endTime":178.29,"body":"came into the retail side of"},{"speaker":"Kyle Mountsier","startTime":178.29,"endTime":183.0,"body":"the, the automotive industry"},{"speaker":"Kyle Mountsier","startTime":178.29,"endTime":183.0,"body":"and, and and what your history"},{"speaker":"Kyle Mountsier","startTime":183.0,"endTime":184.44,"body":"has looked like from that"},{"speaker":"Kyle Mountsier","startTime":183.0,"endTime":184.44,"body":"perspective."},{"speaker":"Erin Sparks","startTime":185.28,"endTime":189.48,"body":"Yeah, so I am"},{"speaker":"Erin Sparks","startTime":185.28,"endTime":189.48,"body":"originally from Wisconsin, I"},{"speaker":"Erin Sparks","startTime":189.48,"endTime":192.84,"body":"have to tell that first because"},{"speaker":"Erin Sparks","startTime":189.48,"endTime":192.84,"body":"I'm all about Wisconsin, first"},{"speaker":"Erin Sparks","startTime":192.84,"endTime":195.45,"body":"and foremost. But that's all"},{"speaker":"Erin Sparks","startTime":192.84,"endTime":195.45,"body":"right. Besides that,"},{"speaker":"Kyle Mountsier","startTime":196.259,"endTime":198.029,"body":"what's your"},{"speaker":"Kyle Mountsier","startTime":196.259,"endTime":198.029,"body":"favorite cheese? No."},{"speaker":"Michael Cirillo","startTime":200.25,"endTime":204.0,"body":"To the real"},{"speaker":"Michael Cirillo","startTime":200.25,"endTime":204.0,"body":"stuff, just getting rich. Tell"},{"speaker":"Michael Cirillo","startTime":204.0,"endTime":204.36,"body":"us about"},{"speaker":"Erin Sparks","startTime":204.9,"endTime":207.03,"body":"is about food with"},{"speaker":"Erin Sparks","startTime":204.9,"endTime":207.03,"body":"you guys. Right? Come on."},{"speaker":"Paul Daly","startTime":207.09,"endTime":208.59,"body":"Yes, pretty much."},{"speaker":"Michael Cirillo","startTime":210.6,"endTime":211.44,"body":"Podcast."},{"speaker":"Michael Cirillo","startTime":215.43,"endTime":220.26,"body":"But I lived in Wisconsin for"},{"speaker":"Michael Cirillo","startTime":215.43,"endTime":220.26,"body":"most of my life, moved down to"},{"speaker":"Michael Cirillo","startTime":220.26,"endTime":224.22,"body":"Florida. And we lived in Florida"},{"speaker":"Michael Cirillo","startTime":220.26,"endTime":224.22,"body":"for a couple of years started"},{"speaker":"Michael Cirillo","startTime":225.3,"endTime":228.75,"body":"working down there in marketing"},{"speaker":"Michael Cirillo","startTime":225.3,"endTime":228.75,"body":"after graduating. And then I"},{"speaker":"Michael Cirillo","startTime":228.75,"endTime":231.81,"body":"came back and lived here in"},{"speaker":"Michael Cirillo","startTime":228.75,"endTime":231.81,"body":"Michigan. I live in Kalamazoo"},{"speaker":"Michael Cirillo","startTime":231.81,"endTime":237.78,"body":"now. And I started out here in"},{"speaker":"Michael Cirillo","startTime":231.81,"endTime":237.78,"body":"Kalamazoo working for a local"},{"speaker":"Michael Cirillo","startTime":237.81,"endTime":242.22,"body":"media and publishing company"},{"speaker":"Michael Cirillo","startTime":237.81,"endTime":242.22,"body":"that is part of a larger"},{"speaker":"Michael Cirillo","startTime":242.22,"endTime":247.41,"body":"organization that is nationwide."},{"speaker":"Michael Cirillo","startTime":242.22,"endTime":247.41,"body":"And the first five years I was a"},{"speaker":"Michael Cirillo","startTime":247.41,"endTime":251.64,"body":"sales associate. And then the"},{"speaker":"Michael Cirillo","startTime":247.41,"endTime":251.64,"body":"last five years I was in"},{"speaker":"Michael Cirillo","startTime":252.66,"endTime":257.07,"body":"marketing and management within"},{"speaker":"Michael Cirillo","startTime":252.66,"endTime":257.07,"body":"that organization. And much of"},{"speaker":"Michael Cirillo","startTime":257.07,"endTime":260.73,"body":"those five years I was blessed"},{"speaker":"Michael Cirillo","startTime":257.07,"endTime":260.73,"body":"and able to work with the"},{"speaker":"Michael Cirillo","startTime":260.73,"endTime":267.0,"body":"automotive industry. So I like"},{"speaker":"Michael Cirillo","startTime":260.73,"endTime":267.0,"body":"that side of that because I have"},{"speaker":"Michael Cirillo","startTime":267.0,"endTime":271.98,"body":"a little bit of a different"},{"speaker":"Michael Cirillo","startTime":267.0,"endTime":271.98,"body":"perspective in the automotive"},{"speaker":"Michael Cirillo","startTime":271.98,"endTime":276.42,"body":"industry because a lot of people"},{"speaker":"Michael Cirillo","startTime":271.98,"endTime":276.42,"body":"just they start out in the"},{"speaker":"Michael Cirillo","startTime":276.42,"endTime":280.47,"body":"dealership side of things. And"},{"speaker":"Michael Cirillo","startTime":276.42,"endTime":280.47,"body":"you know, one of the things that"},{"speaker":"Michael Cirillo","startTime":280.47,"endTime":284.52,"body":"like, annoys the crap out of me"},{"speaker":"Michael Cirillo","startTime":280.47,"endTime":284.52,"body":"is that when somebody says like,"},{"speaker":"Michael Cirillo","startTime":284.55,"endTime":286.44,"body":"Oh, you're you're not from"},{"speaker":"Michael Cirillo","startTime":284.55,"endTime":286.44,"body":"automotive, so you wouldn't"},{"speaker":"Michael Cirillo","startTime":286.44,"endTime":289.02,"body":"know. And I was like, Yeah, but"},{"speaker":"Michael Cirillo","startTime":286.44,"endTime":289.02,"body":"people still like to be"},{"speaker":"Michael Cirillo","startTime":289.02,"endTime":296.43,"body":"respected and, like like and"},{"speaker":"Michael Cirillo","startTime":289.02,"endTime":296.43,"body":"want to work with people that do"},{"speaker":"Michael Cirillo","startTime":296.43,"endTime":301.32,"body":"things in a way that they feel"},{"speaker":"Michael Cirillo","startTime":296.43,"endTime":301.32,"body":"are respectable and So, I mean,"},{"speaker":"Michael Cirillo","startTime":301.35,"endTime":305.22,"body":"there's a vast majority of what"},{"speaker":"Michael Cirillo","startTime":301.35,"endTime":305.22,"body":"automotive looks like all across"},{"speaker":"Michael Cirillo","startTime":305.22,"endTime":307.74,"body":"the board. You know, there's the"},{"speaker":"Michael Cirillo","startTime":305.22,"endTime":307.74,"body":"guys that are the epitome of the"},{"speaker":"Michael Cirillo","startTime":307.74,"endTime":311.25,"body":"used car sales guy. And then"},{"speaker":"Michael Cirillo","startTime":307.74,"endTime":311.25,"body":"there's ones that are far off of"},{"speaker":"Michael Cirillo","startTime":311.25,"endTime":316.35,"body":"that as well, too. But I think"},{"speaker":"Michael Cirillo","startTime":311.25,"endTime":316.35,"body":"that backgrounds like mine are"},{"speaker":"Michael Cirillo","startTime":316.35,"endTime":319.53,"body":"great for automotive, because"},{"speaker":"Michael Cirillo","startTime":316.35,"endTime":319.53,"body":"you can fall into that trap of"},{"speaker":"Michael Cirillo","startTime":319.53,"endTime":323.34,"body":"saying that, like, Yeah, well,"},{"speaker":"Michael Cirillo","startTime":319.53,"endTime":323.34,"body":"you wouldn't know because you're"},{"speaker":"Michael Cirillo","startTime":323.34,"endTime":325.26,"body":"not automotive like, right?"},{"speaker":"Paul Daly","startTime":325.29,"endTime":329.22,"body":"Yeah. What was your?"},{"speaker":"Paul Daly","startTime":325.29,"endTime":329.22,"body":"What was your experience in"},{"speaker":"Paul Daly","startTime":329.22,"endTime":333.57,"body":"automotive prior to starting to"},{"speaker":"Paul Daly","startTime":329.22,"endTime":333.57,"body":"work in the industry? Like,"},{"speaker":"Paul Daly","startTime":333.99,"endTime":337.02,"body":"growing up or as a young adult?"},{"speaker":"Paul Daly","startTime":333.99,"endTime":337.02,"body":"Right, what was your experience"},{"speaker":"Paul Daly","startTime":337.02,"endTime":340.29,"body":"with dealers or buying cars?"},{"speaker":"Paul Daly","startTime":337.02,"endTime":340.29,"body":"We've never asked that question"},{"speaker":"Paul Daly","startTime":340.29,"endTime":341.16,"body":"since the first."},{"speaker":"Michael Cirillo","startTime":341.46,"endTime":348.09,"body":"Yeah. Well, I"},{"speaker":"Michael Cirillo","startTime":341.46,"endTime":348.09,"body":"would say my formative childhood"},{"speaker":"Michael Cirillo","startTime":348.09,"endTime":352.74,"body":"years was very much framed in"},{"speaker":"Michael Cirillo","startTime":348.09,"endTime":352.74,"body":"from my dad as a master"},{"speaker":"Michael Cirillo","startTime":352.74,"endTime":353.73,"body":"certified technician."},{"speaker":"Paul Daly","startTime":354.84,"endTime":359.46,"body":"Oh, we're all like,"},{"speaker":"Paul Daly","startTime":354.84,"endTime":359.46,"body":"Oh, okay. Just that"},{"speaker":"Michael Cirillo","startTime":362.63,"endTime":365.81,"body":"I learned how"},{"speaker":"Michael Cirillo","startTime":362.63,"endTime":365.81,"body":"to drive a stick on a 67 Camaro"},{"speaker":"Michael Cirillo","startTime":365.84,"endTime":375.98,"body":"RS. Perfect Well, the month"},{"speaker":"Michael Cirillo","startTime":365.84,"endTime":375.98,"body":"before I was born, and when I"},{"speaker":"Michael Cirillo","startTime":375.98,"endTime":379.13,"body":"was about 15, you know, it was"},{"speaker":"Michael Cirillo","startTime":375.98,"endTime":379.13,"body":"it was drivable. It's never it's"},{"speaker":"Michael Cirillo","startTime":379.13,"endTime":384.98,"body":"always a work in progress, right"},{"speaker":"Michael Cirillo","startTime":379.13,"endTime":384.98,"body":"if you have a car but so I"},{"speaker":"Michael Cirillo","startTime":384.98,"endTime":389.63,"body":"learned how to drive a stick on"},{"speaker":"Michael Cirillo","startTime":384.98,"endTime":389.63,"body":"that. And we went to car shows"},{"speaker":"Michael Cirillo","startTime":389.63,"endTime":393.83,"body":"we did you know, all of the"},{"speaker":"Michael Cirillo","startTime":389.63,"endTime":393.83,"body":"things that something my dad"},{"speaker":"Michael Cirillo","startTime":393.83,"endTime":394.31,"body":"would love"},{"speaker":"Paul Daly","startTime":395.55,"endTime":398.55,"body":"to kind of like"},{"speaker":"Paul Daly","startTime":395.55,"endTime":398.55,"body":"steeped in in like Motorhead"},{"speaker":"Paul Daly","startTime":398.58,"endTime":400.95,"body":"culture more than automotive"},{"speaker":"Paul Daly","startTime":398.58,"endTime":400.95,"body":"culture?"},{"speaker":"Michael Cirillo","startTime":401.309,"endTime":403.949,"body":"Yeah. I mean,"},{"speaker":"Michael Cirillo","startTime":401.309,"endTime":403.949,"body":"like, Can I change my own oil? I"},{"speaker":"Michael Cirillo","startTime":403.949,"endTime":408.689,"body":"mean, yeah, that's probably how,"},{"speaker":"Michael Cirillo","startTime":403.949,"endTime":408.689,"body":"but I'm not going to"},{"speaker":"Kyle Mountsier","startTime":411.12,"endTime":412.02,"body":"appreciate that."},{"speaker":"Michael Cirillo","startTime":414.93,"endTime":418.11,"body":"I mean, there's"},{"speaker":"Michael Cirillo","startTime":414.93,"endTime":418.11,"body":"an appreciation and a love for"},{"speaker":"Michael Cirillo","startTime":418.11,"endTime":421.44,"body":"automotive. That doesn't"},{"speaker":"Michael Cirillo","startTime":418.11,"endTime":421.44,"body":"necessarily mean I'm capable of"},{"speaker":"Michael Cirillo","startTime":421.44,"endTime":421.98,"body":"all of that."},{"speaker":"Michael Cirillo","startTime":422.89,"endTime":428.14,"body":"Well, it's like, Gene Simmons."},{"speaker":"Michael Cirillo","startTime":422.89,"endTime":428.14,"body":"You know, just because he's a"},{"speaker":"Michael Cirillo","startTime":428.14,"endTime":431.29,"body":"rock star. We don't expect his"},{"speaker":"Michael Cirillo","startTime":428.14,"endTime":431.29,"body":"children to also be rock stars,"},{"speaker":"Michael Cirillo","startTime":431.29,"endTime":436.18,"body":"like maybe he's got a tone deaf"},{"speaker":"Michael Cirillo","startTime":431.29,"endTime":436.18,"body":"kid.Or whatever. Think your own"},{"speaker":"Michael Cirillo","startTime":436.18,"endTime":436.57,"body":"path."},{"speaker":"Michael Cirillo","startTime":439.05,"endTime":444.15,"body":"So, I mean, I think, and my dad"},{"speaker":"Michael Cirillo","startTime":439.05,"endTime":444.15,"body":"is a Chevy lover. So he was real"},{"speaker":"Michael Cirillo","startTime":444.15,"endTime":446.31,"body":"happy when I'm working on a"},{"speaker":"Michael Cirillo","startTime":444.15,"endTime":446.31,"body":"Chevy store. So"},{"speaker":"Paul Daly","startTime":446.94,"endTime":449.82,"body":"yeah, he was like, I"},{"speaker":"Paul Daly","startTime":446.94,"endTime":449.82,"body":"knew I raised you, right."},{"speaker":"Michael Cirillo","startTime":451.23,"endTime":454.26,"body":"Gotta love"},{"speaker":"Michael Cirillo","startTime":451.23,"endTime":454.26,"body":"those domestics. What?"},{"speaker":"Michael Cirillo","startTime":455.16,"endTime":458.52,"body":"Something? Sorry, I'm just like,"},{"speaker":"Michael Cirillo","startTime":455.16,"endTime":458.52,"body":"I need to go back to what you"},{"speaker":"Michael Cirillo","startTime":458.55,"endTime":461.67,"body":"you initially said. Because this"},{"speaker":"Michael Cirillo","startTime":458.55,"endTime":461.67,"body":"is a narrative that we need to"},{"speaker":"Michael Cirillo","startTime":461.67,"endTime":464.31,"body":"hear more of this and just like,"},{"speaker":"Michael Cirillo","startTime":461.67,"endTime":464.31,"body":"needs to be more broadly"},{"speaker":"Michael Cirillo","startTime":464.31,"endTime":469.62,"body":"accepted. That here we are in a"},{"speaker":"Michael Cirillo","startTime":464.31,"endTime":469.62,"body":"profession where in one breath,"},{"speaker":"Michael Cirillo","startTime":469.86,"endTime":473.88,"body":"we're all like, you know, I got"},{"speaker":"Michael Cirillo","startTime":469.86,"endTime":473.88,"body":"out of prison, and we can go and"},{"speaker":"Michael Cirillo","startTime":473.88,"endTime":476.85,"body":"just kind of fell into"},{"speaker":"Michael Cirillo","startTime":473.88,"endTime":476.85,"body":"automotive. Like, it's one"},{"speaker":"Michael Cirillo","startTime":476.85,"endTime":480.81,"body":"breath saying it's open to"},{"speaker":"Michael Cirillo","startTime":476.85,"endTime":480.81,"body":"everyone. But then there's this"},{"speaker":"Michael Cirillo","startTime":480.81,"endTime":484.62,"body":"club of people that are like,"},{"speaker":"Michael Cirillo","startTime":480.81,"endTime":484.62,"body":"you don't get to have a say,"},{"speaker":"Michael Cirillo","startTime":484.62,"endTime":487.8,"body":"because you didn't come from"},{"speaker":"Michael Cirillo","startTime":484.62,"endTime":487.8,"body":"automotive. It's like, dude,"},{"speaker":"Michael Cirillo","startTime":487.8,"endTime":491.19,"body":"none of us in this industry."},{"speaker":"Michael Cirillo","startTime":487.8,"endTime":491.19,"body":"Okay. Henry Ford didn't even"},{"speaker":"Michael Cirillo","startTime":491.19,"endTime":496.74,"body":"come from automotive until he"},{"speaker":"Michael Cirillo","startTime":491.19,"endTime":496.74,"body":"was in automotive. When did you"},{"speaker":"Michael Cirillo","startTime":496.92,"endTime":500.82,"body":"assume the identity of like,"},{"speaker":"Michael Cirillo","startTime":496.92,"endTime":500.82,"body":"when did you accept I am in"},{"speaker":"Michael Cirillo","startTime":500.82,"endTime":503.28,"body":"automotive? Do you know what I"},{"speaker":"Michael Cirillo","startTime":500.82,"endTime":503.28,"body":"mean? Because I feel like it"},{"speaker":"Michael Cirillo","startTime":503.28,"endTime":508.71,"body":"took me a good 10 years of being"},{"speaker":"Michael Cirillo","startTime":503.28,"endTime":508.71,"body":"in it to finally be like, I'm in"},{"speaker":"Michael Cirillo","startTime":508.74,"endTime":512.31,"body":"automotive. Like, I guess this,"},{"speaker":"Michael Cirillo","startTime":508.74,"endTime":512.31,"body":"this runs through my veins. Did"},{"speaker":"Michael Cirillo","startTime":512.31,"endTime":515.97,"body":"that happen in the Motorhead"},{"speaker":"Michael Cirillo","startTime":512.31,"endTime":515.97,"body":"years? Or was it not until you"},{"speaker":"Michael Cirillo","startTime":515.97,"endTime":517.44,"body":"officially moved into"},{"speaker":"Michael Cirillo","startTime":515.97,"endTime":517.44,"body":"dealership?"},{"speaker":"Michael Cirillo","startTime":518.369,"endTime":521.519,"body":"I think probably when I really"},{"speaker":"Michael Cirillo","startTime":518.369,"endTime":521.519,"body":"moved into dealership because"},{"speaker":"Michael Cirillo","startTime":521.519,"endTime":526.049,"body":"then I felt like I had ownership"},{"speaker":"Michael Cirillo","startTime":521.519,"endTime":526.049,"body":"of something like I was telling"},{"speaker":"Michael Cirillo","startTime":526.049,"endTime":529.679,"body":"you earlier this today, I was"},{"speaker":"Michael Cirillo","startTime":526.049,"endTime":529.679,"body":"talking with our fixed ops"},{"speaker":"Michael Cirillo","startTime":529.679,"endTime":534.659,"body":"director about something that in"},{"speaker":"Michael Cirillo","startTime":529.679,"endTime":534.659,"body":"my opinion, needs to be fixed."},{"speaker":"Michael Cirillo","startTime":534.659,"endTime":537.569,"body":"Right. And it needs to be done"},{"speaker":"Michael Cirillo","startTime":534.659,"endTime":537.569,"body":"because it's the right thing for"},{"speaker":"Michael Cirillo","startTime":537.569,"endTime":541.199,"body":"the customer. And it's the right"},{"speaker":"Michael Cirillo","startTime":537.569,"endTime":541.199,"body":"thing for the that that portion"},{"speaker":"Michael Cirillo","startTime":541.229,"endTime":546.449,"body":"of our business. But I guess"},{"speaker":"Michael Cirillo","startTime":541.229,"endTime":546.449,"body":"maybe half of me says like, I've"},{"speaker":"Michael Cirillo","startTime":546.449,"endTime":549.329,"body":"accepted that I'm an automotive"},{"speaker":"Michael Cirillo","startTime":546.449,"endTime":549.329,"body":"but like there's also like this"},{"speaker":"Michael Cirillo","startTime":549.329,"endTime":552.269,"body":"part of me that says I have a"},{"speaker":"Michael Cirillo","startTime":549.329,"endTime":552.269,"body":"love and appreciation for having"},{"speaker":"Michael Cirillo","startTime":552.269,"endTime":556.079,"body":"an experience outside of"},{"speaker":"Michael Cirillo","startTime":552.269,"endTime":556.079,"body":"automotive to end so bringing"},{"speaker":"Michael Cirillo","startTime":556.079,"endTime":561.989,"body":"that and keeping that part of me"},{"speaker":"Michael Cirillo","startTime":556.079,"endTime":561.989,"body":"alive. helps my automotive Yeah."},{"speaker":"Kyle Mountsier","startTime":563.61,"endTime":567.09,"body":"have that"},{"speaker":"Kyle Mountsier","startTime":563.61,"endTime":567.09,"body":"experience because I think even"},{"speaker":"Kyle Mountsier","startTime":567.12,"endTime":571.02,"body":"even keeping that at the Center"},{"speaker":"Kyle Mountsier","startTime":567.12,"endTime":571.02,"body":"for for you and for other people"},{"speaker":"Kyle Mountsier","startTime":571.02,"endTime":573.75,"body":"in automotive, especially"},{"speaker":"Kyle Mountsier","startTime":571.02,"endTime":573.75,"body":"marketers that come from outside"},{"speaker":"Kyle Mountsier","startTime":573.75,"endTime":578.04,"body":"of automotive into automotive."},{"speaker":"Kyle Mountsier","startTime":573.75,"endTime":578.04,"body":"What of the, like pre automotive"},{"speaker":"Kyle Mountsier","startTime":578.04,"endTime":583.08,"body":"marketing experience are you"},{"speaker":"Kyle Mountsier","startTime":578.04,"endTime":583.08,"body":"either seeing is still behind or"},{"speaker":"Kyle Mountsier","startTime":583.08,"endTime":586.32,"body":"that you're able to like lead"},{"speaker":"Kyle Mountsier","startTime":583.08,"endTime":586.32,"body":"from the front with in"},{"speaker":"Kyle Mountsier","startTime":586.35,"endTime":590.76,"body":"automotive knowing what you've"},{"speaker":"Kyle Mountsier","startTime":586.35,"endTime":590.76,"body":"known of other, you know,"},{"speaker":"Kyle Mountsier","startTime":590.79,"endTime":592.35,"body":"marketing ecosystems."},{"speaker":"Michael Cirillo","startTime":592.799,"endTime":595.649,"body":"Yeah. Like"},{"speaker":"Michael Cirillo","startTime":592.799,"endTime":595.649,"body":"something that came to mind"},{"speaker":"Michael Cirillo","startTime":595.649,"endTime":600.449,"body":"right away is when like the"},{"speaker":"Michael Cirillo","startTime":595.649,"endTime":600.449,"body":"sales team would be like But"},{"speaker":"Michael Cirillo","startTime":600.449,"endTime":604.589,"body":"yeah, we we make a lot of calls."},{"speaker":"Michael Cirillo","startTime":600.449,"endTime":604.589,"body":"So like, yeah, we make a lot of"},{"speaker":"Michael Cirillo","startTime":604.589,"endTime":607.199,"body":"calls. And I was like, have you"},{"speaker":"Michael Cirillo","startTime":604.589,"endTime":607.199,"body":"been in any job that is sales"},{"speaker":"Michael Cirillo","startTime":607.199,"endTime":609.689,"body":"outside of automotive because"},{"speaker":"Michael Cirillo","startTime":607.199,"endTime":609.689,"body":"like, everyone has to make a lot"},{"speaker":"Michael Cirillo","startTime":609.689,"endTime":616.259,"body":"of calls. I love that. Like, you"},{"speaker":"Michael Cirillo","startTime":609.689,"endTime":616.259,"body":"know that you have to make"},{"speaker":"Michael Cirillo","startTime":616.589,"endTime":617.549,"body":"calls. But like,"},{"speaker":"Michael Cirillo","startTime":618.6,"endTime":620.97,"body":"you could have ended it there"},{"speaker":"Michael Cirillo","startTime":618.6,"endTime":620.97,"body":"too, and just described"},{"speaker":"Michael Cirillo","startTime":621.09,"endTime":625.26,"body":"generalization of all of a whole"},{"speaker":"Michael Cirillo","startTime":621.09,"endTime":625.26,"body":"generation. Have you had any"},{"speaker":"Michael Cirillo","startTime":625.26,"endTime":630.93,"body":"job? Just hard stop. Have you"},{"speaker":"Michael Cirillo","startTime":625.26,"endTime":630.93,"body":"had any job, you got to talk to"},{"speaker":"Michael Cirillo","startTime":630.93,"endTime":631.44,"body":"people?"},{"speaker":"Michael Cirillo","startTime":632.94,"endTime":636.15,"body":"So like, sometimes, you know,"},{"speaker":"Michael Cirillo","startTime":632.94,"endTime":636.15,"body":"like, you can fall into this"},{"speaker":"Michael Cirillo","startTime":636.15,"endTime":638.16,"body":"thing where they're like, Yeah,"},{"speaker":"Michael Cirillo","startTime":636.15,"endTime":638.16,"body":"but in automotive, you have to"},{"speaker":"Michael Cirillo","startTime":638.16,"endTime":641.25,"body":"talk to a lot of people. And I"},{"speaker":"Michael Cirillo","startTime":638.16,"endTime":641.25,"body":"was like, it was a requirement"},{"speaker":"Michael Cirillo","startTime":641.25,"endTime":645.27,"body":"for us to talk to like, I don't"},{"speaker":"Michael Cirillo","startTime":641.25,"endTime":645.27,"body":"know, 60 people a week or"},{"speaker":"Michael Cirillo","startTime":645.27,"endTime":648.18,"body":"something. So like, yeah,"},{"speaker":"Paul Daly","startTime":648.209,"endTime":653.789,"body":"I get it. I having a"},{"speaker":"Paul Daly","startTime":648.209,"endTime":653.789,"body":"job involves work. That really"},{"speaker":"Paul Daly","startTime":653.789,"endTime":659.519,"body":"goes along with the job title."},{"speaker":"Paul Daly","startTime":653.789,"endTime":659.519,"body":"Paul, right. That's true. It's"},{"speaker":"Paul Daly","startTime":659.519,"endTime":659.879,"body":"true."},{"speaker":"Michael Cirillo","startTime":662.789,"endTime":667.319,"body":"So I don't know"},{"speaker":"Michael Cirillo","startTime":662.789,"endTime":667.319,"body":"I I just love that they're like"},{"speaker":"Michael Cirillo","startTime":667.409,"endTime":671.729,"body":"automotive and specifically in"},{"speaker":"Michael Cirillo","startTime":667.409,"endTime":671.729,"body":"on and in dealerships, like,"},{"speaker":"Michael Cirillo","startTime":671.999,"endTime":676.169,"body":"like, sometimes the best person"},{"speaker":"Michael Cirillo","startTime":671.999,"endTime":676.169,"body":"for the role might be somebody"},{"speaker":"Michael Cirillo","startTime":676.169,"endTime":678.359,"body":"that's not been in automotive,"},{"speaker":"Michael Cirillo","startTime":676.169,"endTime":678.359,"body":"because it brings it in"},{"speaker":"Michael Cirillo","startTime":678.359,"endTime":679.079,"body":"perspective."},{"speaker":"Kyle Mountsier","startTime":680.11,"endTime":684.73,"body":"Yeah, for sure."},{"speaker":"Kyle Mountsier","startTime":680.11,"endTime":684.73,"body":"Love it. I love it. So from a"},{"speaker":"Kyle Mountsier","startTime":684.73,"endTime":688.27,"body":"marketing perspective, right"},{"speaker":"Kyle Mountsier","startTime":684.73,"endTime":688.27,"body":"now, what have what have you"},{"speaker":"Kyle Mountsier","startTime":688.27,"endTime":692.26,"body":"been doing recently, that's kind"},{"speaker":"Kyle Mountsier","startTime":688.27,"endTime":692.26,"body":"of challenging norms, or things"},{"speaker":"Kyle Mountsier","startTime":692.26,"endTime":694.87,"body":"that you're really working on"},{"speaker":"Kyle Mountsier","startTime":692.26,"endTime":694.87,"body":"and seeing, you know, you're a"},{"speaker":"Kyle Mountsier","startTime":694.87,"endTime":698.26,"body":"member of this Auto Genius"},{"speaker":"Kyle Mountsier","startTime":694.87,"endTime":698.26,"body":"community that has a bunch of"},{"speaker":"Kyle Mountsier","startTime":698.26,"endTime":701.05,"body":"top marketers in the US kind of"},{"speaker":"Kyle Mountsier","startTime":698.26,"endTime":701.05,"body":"all solving problems and"},{"speaker":"Kyle Mountsier","startTime":701.05,"endTime":703.99,"body":"figuring out the best way to do"},{"speaker":"Kyle Mountsier","startTime":701.05,"endTime":703.99,"body":"things on a daily basis? What"},{"speaker":"Kyle Mountsier","startTime":703.99,"endTime":707.35,"body":"are you on hands in the dirt"},{"speaker":"Kyle Mountsier","startTime":703.99,"endTime":707.35,"body":"working on right now, to push"},{"speaker":"Kyle Mountsier","startTime":707.35,"endTime":711.82,"body":"the boundaries at your stores?"},{"speaker":"Kyle Mountsier","startTime":707.35,"endTime":711.82,"body":"That's like making an impact, or"},{"speaker":"Kyle Mountsier","startTime":711.82,"endTime":714.25,"body":"you're hoping makes an impact?"},{"speaker":"Kyle Mountsier","startTime":711.82,"endTime":714.25,"body":"Because you're trying something"},{"speaker":"Kyle Mountsier","startTime":714.25,"endTime":716.14,"body":"new? What are those things that"},{"speaker":"Kyle Mountsier","startTime":714.25,"endTime":716.14,"body":"you're kind of digging your"},{"speaker":"Kyle Mountsier","startTime":716.14,"endTime":716.8,"body":"teeth into?"},{"speaker":"Unknown","startTime":717.62,"endTime":722.36,"body":"Yeah, um, two things"},{"speaker":"Unknown","startTime":717.62,"endTime":722.36,"body":"come to mind. From a overall"},{"speaker":"Unknown","startTime":722.36,"endTime":728.21,"body":"arching dealership space, when I"},{"speaker":"Unknown","startTime":722.36,"endTime":728.21,"body":"came into my organizations they"},{"speaker":"Unknown","startTime":728.21,"endTime":735.26,"body":"were very heavily focused on the"},{"speaker":"Unknown","startTime":728.21,"endTime":735.26,"body":"OEM message and what offers you"},{"speaker":"Unknown","startTime":735.26,"endTime":738.65,"body":"are going to talk to them now"},{"speaker":"Unknown","startTime":735.26,"endTime":738.65,"body":"this was, you know, a couple of"},{"speaker":"Unknown","startTime":738.65,"endTime":743.3,"body":"years ago. But the thing I"},{"speaker":"Unknown","startTime":738.65,"endTime":743.3,"body":"continue to preach, I think my"},{"speaker":"Unknown","startTime":743.3,"endTime":747.83,"body":"f\u0026i Manager, Corey can, like"},{"speaker":"Unknown","startTime":743.3,"endTime":747.83,"body":"Imitate me by word for word and"},{"speaker":"Unknown","startTime":747.83,"endTime":751.94,"body":"sound exactly like me. But I say"},{"speaker":"Unknown","startTime":747.83,"endTime":751.94,"body":"often we have to tell our story."},{"speaker":"Unknown","startTime":752.96,"endTime":756.32,"body":"Because the only thing that"},{"speaker":"Unknown","startTime":752.96,"endTime":756.32,"body":"separates us from the Chevy"},{"speaker":"Unknown","startTime":756.32,"endTime":760.25,"body":"store down the street is what we"},{"speaker":"Unknown","startTime":756.32,"endTime":760.25,"body":"believe and how we operate and"},{"speaker":"Unknown","startTime":760.25,"endTime":765.02,"body":"why we do what we do. And so"},{"speaker":"Unknown","startTime":760.25,"endTime":765.02,"body":"that's one of the bigger changes"},{"speaker":"Unknown","startTime":765.02,"endTime":768.77,"body":"that we've implemented. In the"},{"speaker":"Unknown","startTime":765.02,"endTime":768.77,"body":"last, you know, three years or"},{"speaker":"Unknown","startTime":768.77,"endTime":774.17,"body":"so is, every time we go into a"},{"speaker":"Unknown","startTime":768.77,"endTime":774.17,"body":"change, or we look at doing"},{"speaker":"Unknown","startTime":774.17,"endTime":777.74,"body":"something different, especially"},{"speaker":"Unknown","startTime":774.17,"endTime":777.74,"body":"in marketing. My question is"},{"speaker":"Unknown","startTime":777.74,"endTime":781.22,"body":"like, what's the story? What do"},{"speaker":"Unknown","startTime":777.74,"endTime":781.22,"body":"you want people to know? And"},{"speaker":"Unknown","startTime":782.18,"endTime":784.97,"body":"please don't tell me that you"},{"speaker":"Unknown","startTime":782.18,"endTime":784.97,"body":"want to tell them that wiper"},{"speaker":"Unknown","startTime":784.97,"endTime":789.77,"body":"blades are 19.99, because that's"},{"speaker":"Unknown","startTime":784.97,"endTime":789.77,"body":"cool. And like, also a good"},{"speaker":"Unknown","startTime":789.77,"endTime":794.54,"body":"message. But that can't be the"},{"speaker":"Unknown","startTime":789.77,"endTime":794.54,"body":"only message. So because a lot"},{"speaker":"Unknown","startTime":794.54,"endTime":799.97,"body":"of what I have always seen in"},{"speaker":"Unknown","startTime":794.54,"endTime":799.97,"body":"that is like everything is price"},{"speaker":"Unknown","startTime":799.97,"endTime":805.4,"body":"related, everything is offer"},{"speaker":"Unknown","startTime":799.97,"endTime":805.4,"body":"related. 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So"},{"speaker":"Kyle Mountsier","startTime":854.279,"endTime":857.519,"body":"mobile services"},{"speaker":"Kyle Mountsier","startTime":854.279,"endTime":857.519,"body":"super complex, I'm guessing that"},{"speaker":"Kyle Mountsier","startTime":857.549,"endTime":860.729,"body":"like, you know, I don't know"},{"speaker":"Kyle Mountsier","startTime":857.549,"endTime":860.729,"body":"where you're at in that equation"},{"speaker":"Kyle Mountsier","startTime":860.729,"endTime":863.609,"body":"working with that team, but I'm"},{"speaker":"Kyle Mountsier","startTime":860.729,"endTime":863.609,"body":"guessing it is taking a"},{"speaker":"Kyle Mountsier","startTime":863.609,"endTime":868.199,"body":"significant level of involvement"},{"speaker":"Kyle Mountsier","startTime":863.609,"endTime":868.199,"body":"from internal and external"},{"speaker":"Kyle Mountsier","startTime":868.199,"endTime":871.829,"body":"partners to collaborate to make"},{"speaker":"Kyle Mountsier","startTime":868.199,"endTime":871.829,"body":"that happen. What have some of"},{"speaker":"Kyle Mountsier","startTime":871.829,"endTime":874.739,"body":"those conversations been like"},{"speaker":"Kyle Mountsier","startTime":871.829,"endTime":874.739,"body":"with, you know, whether it'd be"},{"speaker":"Kyle Mountsier","startTime":874.739,"endTime":880.529,"body":"tech partners or, or hardware or"},{"speaker":"Kyle Mountsier","startTime":874.739,"endTime":880.529,"body":"software or internal teams and"},{"speaker":"Kyle Mountsier","startTime":880.529,"endTime":883.529,"body":"like, how, how has your team"},{"speaker":"Kyle Mountsier","startTime":880.529,"endTime":883.529,"body":"kind of like created the"},{"speaker":"Kyle Mountsier","startTime":883.529,"endTime":887.159,"body":"communication patterns to bring"},{"speaker":"Kyle Mountsier","startTime":883.529,"endTime":887.159,"body":"something like that to market"},{"speaker":"Kyle Mountsier","startTime":887.159,"endTime":889.799,"body":"because it's not as simple as"},{"speaker":"Kyle Mountsier","startTime":887.159,"endTime":889.799,"body":"like, Oh, we got a technician"},{"speaker":"Kyle Mountsier","startTime":889.949,"endTime":895.199,"body":"and a truck, send them right."},{"speaker":"Kyle Mountsier","startTime":889.949,"endTime":895.199,"body":"How have you navigated the"},{"speaker":"Unknown","startTime":895.0,"endTime":899.47,"body":"have the technician we"},{"speaker":"Unknown","startTime":895.0,"endTime":899.47,"body":"have the truck and then we get"},{"speaker":"Unknown","startTime":895.199,"endTime":895.739,"body":"complexity"},{"speaker":"Unknown","startTime":899.47,"endTime":904.15,"body":"there and What if there's no"},{"speaker":"Unknown","startTime":899.47,"endTime":904.15,"body":"internet? Or like one bar"},{"speaker":"Unknown","startTime":904.15,"endTime":908.35,"body":"service? Have you tried to do a"},{"speaker":"Unknown","startTime":904.15,"endTime":908.35,"body":"recall? That is a software"},{"speaker":"Unknown","startTime":908.35,"endTime":910.96,"body":"update recall with one bar"},{"speaker":"Unknown","startTime":908.35,"endTime":910.96,"body":"service, because I can tell you"},{"speaker":"Unknown","startTime":910.96,"endTime":916.36,"body":"it doesn't work. And also, if"},{"speaker":"Unknown","startTime":910.96,"endTime":916.36,"body":"it's in like a, like a unit that"},{"speaker":"Unknown","startTime":916.39,"endTime":922.69,"body":"is a non gas powered unit, let's"},{"speaker":"Unknown","startTime":916.39,"endTime":922.69,"body":"say that, if you don't finish it"},{"speaker":"Unknown","startTime":922.69,"endTime":925.57,"body":"correctly, you could very well"},{"speaker":"Unknown","startTime":922.69,"endTime":925.57,"body":"leave the vehicle is inoperable."},{"speaker":"Unknown","startTime":927.91,"endTime":932.11,"body":"I mean, these are big things"},{"speaker":"Unknown","startTime":927.91,"endTime":932.11,"body":"that you gotta think I didn't,"},{"speaker":"Unknown","startTime":932.65,"endTime":936.31,"body":"like, that's not even on me"},{"speaker":"Unknown","startTime":932.65,"endTime":936.31,"body":"that's on our, that's on our"},{"speaker":"Unknown","startTime":936.31,"endTime":938.29,"body":"team, we have a whole team"},{"speaker":"Unknown","startTime":936.31,"endTime":938.29,"body":"that's trying to figure these"},{"speaker":"Unknown","startTime":938.29,"endTime":944.8,"body":"things out. 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We got him here."},{"speaker":"Unknown","startTime":969.85,"endTime":974.41,"body":"Now we can't do anything with"},{"speaker":"Unknown","startTime":974.95,"endTime":980.02,"body":"service. So you know, we got to,"},{"speaker":"Unknown","startTime":974.95,"endTime":980.02,"body":"we got to find that balance"},{"speaker":"Unknown","startTime":980.05,"endTime":984.43,"body":"between letting people know what"},{"speaker":"Unknown","startTime":980.05,"endTime":984.43,"body":"we can do, getting them to want"},{"speaker":"Unknown","startTime":984.43,"endTime":987.73,"body":"to do it, and then servicing"},{"speaker":"Unknown","startTime":984.43,"endTime":987.73,"body":"them well following"},{"speaker":"Paul Daly","startTime":987.809,"endTime":991.649,"body":"through on it, right"},{"speaker":"Paul Daly","startTime":987.809,"endTime":991.649,"body":"in a way that is fulfilling the"},{"speaker":"Paul Daly","startTime":991.649,"endTime":994.529,"body":"promise that you made with all"},{"speaker":"Paul Daly","startTime":991.649,"endTime":994.529,"body":"the stories and all the"},{"speaker":"Paul Daly","startTime":994.529,"endTime":998.609,"body":"awareness. Because there's"},{"speaker":"Paul Daly","startTime":994.529,"endTime":998.609,"body":"there's an element, where if you"},{"speaker":"Paul Daly","startTime":998.609,"endTime":1001.399,"body":"have like a really terrible"},{"speaker":"Paul Daly","startTime":998.609,"endTime":1001.399,"body":"website, and you have terrible"},{"speaker":"Paul Daly","startTime":1001.399,"endTime":1005.899,"body":"marketing, the bar that you have"},{"speaker":"Paul Daly","startTime":1001.399,"endTime":1005.899,"body":"to like jump over in order to"},{"speaker":"Paul Daly","startTime":1005.929,"endTime":1009.559,"body":"wow, somebody is much lower."},{"speaker":"Paul Daly","startTime":1005.929,"endTime":1009.559,"body":"Yeah, but the better your"},{"speaker":"Paul Daly","startTime":1009.559,"endTime":1012.619,"body":"marketing is, and the better"},{"speaker":"Paul Daly","startTime":1009.559,"endTime":1012.619,"body":"your storytelling is. And the"},{"speaker":"Paul Daly","startTime":1012.619,"endTime":1015.409,"body":"higher the expectation right now"},{"speaker":"Paul Daly","startTime":1012.619,"endTime":1015.409,"body":"you have to the bar that you"},{"speaker":"Paul Daly","startTime":1015.409,"endTime":1019.759,"body":"have to jump is a lot higher."},{"speaker":"Paul Daly","startTime":1015.409,"endTime":1019.759,"body":"And it's I've seen this before,"},{"speaker":"Paul Daly","startTime":1019.759,"endTime":1023.389,"body":"where someone have a terrible"},{"speaker":"Paul Daly","startTime":1019.759,"endTime":1023.389,"body":"online like presence, but they"},{"speaker":"Paul Daly","startTime":1023.389,"endTime":1026.929,"body":"have really great reviews. And"},{"speaker":"Paul Daly","startTime":1023.389,"endTime":1026.929,"body":"then they they actually switch"},{"speaker":"Paul Daly","startTime":1026.929,"endTime":1029.149,"body":"to like this really"},{"speaker":"Paul Daly","startTime":1026.929,"endTime":1029.149,"body":"sophisticated marketing a better"},{"speaker":"Paul Daly","startTime":1029.149,"endTime":1031.729,"body":"website, and they feel like the"},{"speaker":"Paul Daly","startTime":1029.149,"endTime":1031.729,"body":"reviews start to go down a"},{"speaker":"Paul Daly","startTime":1031.729,"endTime":1035.329,"body":"little bit. And I think that's"},{"speaker":"Paul Daly","startTime":1031.729,"endTime":1035.329,"body":"because the expectation is"},{"speaker":"Paul Daly","startTime":1035.329,"endTime":1040.069,"body":"higher with the better"},{"speaker":"Paul Daly","startTime":1035.329,"endTime":1040.069,"body":"marketing. And so. So I mean,"},{"speaker":"Paul Daly","startTime":1040.069,"endTime":1042.469,"body":"it's definitely a bar that"},{"speaker":"Paul Daly","startTime":1040.069,"endTime":1042.469,"body":"you're setting for yourself. And"},{"speaker":"Paul Daly","startTime":1042.469,"endTime":1046.729,"body":"like that challenge. I love the"},{"speaker":"Paul Daly","startTime":1042.469,"endTime":1046.729,"body":"way I love how you straddle like"},{"speaker":"Paul Daly","startTime":1047.059,"endTime":1049.849,"body":"operations and marketing,"},{"speaker":"Paul Daly","startTime":1047.059,"endTime":1049.849,"body":"because those two things should"},{"speaker":"Paul Daly","startTime":1049.849,"endTime":1053.449,"body":"always be in lockstep. Because"},{"speaker":"Paul Daly","startTime":1049.849,"endTime":1053.449,"body":"if you have a marketer that's"},{"speaker":"Paul Daly","startTime":1053.449,"endTime":1056.809,"body":"not in touch with operations, or"},{"speaker":"Paul Daly","startTime":1053.449,"endTime":1056.809,"body":"vice versa, right, you're just"},{"speaker":"Paul Daly","startTime":1056.839,"endTime":1059.359,"body":"setting yourself up for a bad"},{"speaker":"Paul Daly","startTime":1056.839,"endTime":1059.359,"body":"customer experience, in my"},{"speaker":"Paul Daly","startTime":1059.359,"endTime":1061.129,"body":"opinion. Yeah. Yeah,"},{"speaker":"Michael Cirillo","startTime":1061.16,"endTime":1063.77,"body":"well, and"},{"speaker":"Michael Cirillo","startTime":1061.16,"endTime":1063.77,"body":"marketing, thankfully gets to"},{"speaker":"Michael Cirillo","startTime":1063.77,"endTime":1068.03,"body":"like, run the gamut of all of"},{"speaker":"Michael Cirillo","startTime":1063.77,"endTime":1068.03,"body":"the different parts of the"},{"speaker":"Michael Cirillo","startTime":1068.03,"endTime":1071.72,"body":"organization. And they are one"},{"speaker":"Michael Cirillo","startTime":1068.03,"endTime":1071.72,"body":"of the firsthand people to see"},{"speaker":"Michael Cirillo","startTime":1071.72,"endTime":1074.27,"body":"the reviews that are coming back"},{"speaker":"Michael Cirillo","startTime":1071.72,"endTime":1074.27,"body":"and the surveys that are coming"},{"speaker":"Michael Cirillo","startTime":1074.27,"endTime":1078.47,"body":"back. And I mean, I can tell"},{"speaker":"Michael Cirillo","startTime":1074.27,"endTime":1078.47,"body":"you, I lay in bed at night going"},{"speaker":"Michael Cirillo","startTime":1078.47,"endTime":1081.5,"body":"through our comments on"},{"speaker":"Michael Cirillo","startTime":1078.47,"endTime":1081.5,"body":"different social media posts,"},{"speaker":"Michael Cirillo","startTime":1081.5,"endTime":1084.74,"body":"but there's likely nobody else"},{"speaker":"Michael Cirillo","startTime":1081.5,"endTime":1084.74,"body":"in the organization doing that."},{"speaker":"Michael Cirillo","startTime":1085.88,"endTime":1088.85,"body":"And getting to see the feel and"},{"speaker":"Michael Cirillo","startTime":1085.88,"endTime":1088.85,"body":"the sentiment, I'm the one that"},{"speaker":"Michael Cirillo","startTime":1088.85,"endTime":1094.43,"body":"monitors the, the our chat tool"},{"speaker":"Michael Cirillo","startTime":1088.85,"endTime":1094.43,"body":"on our website and sees you"},{"speaker":"Michael Cirillo","startTime":1094.43,"endTime":1097.37,"body":"know, when our service or our"},{"speaker":"Michael Cirillo","startTime":1094.43,"endTime":1097.37,"body":"sales teams or b2c are picking"},{"speaker":"Michael Cirillo","startTime":1097.37,"endTime":1099.47,"body":"those up, what are they saying?"},{"speaker":"Michael Cirillo","startTime":1097.37,"endTime":1099.47,"body":"What are they wanting to know"},{"speaker":"Michael Cirillo","startTime":1099.47,"endTime":1100.7,"body":"about? You know,"},{"speaker":"Michael Cirillo","startTime":1101.96,"endTime":1104.69,"body":"what, what is this makes me"},{"speaker":"Michael Cirillo","startTime":1101.96,"endTime":1104.69,"body":"think of so a pal of mine,"},{"speaker":"Michael Cirillo","startTime":1104.69,"endTime":1110.36,"body":"Marcus Sheridan, he, he I love"},{"speaker":"Michael Cirillo","startTime":1104.69,"endTime":1110.36,"body":"the way he positions, you know,"},{"speaker":"Michael Cirillo","startTime":1110.36,"endTime":1114.5,"body":"this, the there's a division"},{"speaker":"Michael Cirillo","startTime":1110.36,"endTime":1114.5,"body":"between marketing and sales and"},{"speaker":"Michael Cirillo","startTime":1114.5,"endTime":1117.17,"body":"operations. And to your point,"},{"speaker":"Michael Cirillo","startTime":1114.5,"endTime":1117.17,"body":"Paul, and what you're saying"},{"speaker":"Michael Cirillo","startTime":1117.17,"endTime":1120.17,"body":"here, and he positions it as"},{"speaker":"Michael Cirillo","startTime":1117.17,"endTime":1120.17,"body":"there's no such thing there"},{"speaker":"Michael Cirillo","startTime":1120.17,"endTime":1124.46,"body":"needs to be a revenue team."},{"speaker":"Michael Cirillo","startTime":1120.17,"endTime":1124.46,"body":"Businesses need a revenue team."},{"speaker":"Michael Cirillo","startTime":1124.46,"endTime":1129.26,"body":"And like that, the revenue team"},{"speaker":"Michael Cirillo","startTime":1124.46,"endTime":1129.26,"body":"consists of marketing and sales"},{"speaker":"Michael Cirillo","startTime":1129.26,"endTime":1132.68,"body":"and operations and, and all of"},{"speaker":"Michael Cirillo","startTime":1129.26,"endTime":1132.68,"body":"the different facets, but it's"},{"speaker":"Michael Cirillo","startTime":1132.68,"endTime":1136.04,"body":"kind of like what you're saying,"},{"speaker":"Michael Cirillo","startTime":1132.68,"endTime":1136.04,"body":"trying to solve problems with,"},{"speaker":"Michael Cirillo","startTime":1136.31,"endTime":1139.52,"body":"you know, your fixed department,"},{"speaker":"Michael Cirillo","startTime":1136.31,"endTime":1139.52,"body":"they need to understand that"},{"speaker":"Michael Cirillo","startTime":1139.52,"endTime":1144.26,"body":"that some way somehow, shape or"},{"speaker":"Michael Cirillo","startTime":1139.52,"endTime":1144.26,"body":"form trickles back to revenue"},{"speaker":"Michael Cirillo","startTime":1144.29,"endTime":1148.34,"body":"gain or revenue loss. And"},{"speaker":"Michael Cirillo","startTime":1144.29,"endTime":1148.34,"body":"similar to how you're telling"},{"speaker":"Michael Cirillo","startTime":1148.34,"endTime":1151.52,"body":"your story making promises that"},{"speaker":"Michael Cirillo","startTime":1148.34,"endTime":1151.52,"body":"you either can fulfill or can't"},{"speaker":"Michael Cirillo","startTime":1151.52,"endTime":1154.88,"body":"fulfill, like, everything maps"},{"speaker":"Michael Cirillo","startTime":1151.52,"endTime":1154.88,"body":"back, but traditionally in"},{"speaker":"Michael Cirillo","startTime":1154.88,"endTime":1157.13,"body":"dealership, it's like, no, I'm"},{"speaker":"Michael Cirillo","startTime":1154.88,"endTime":1157.13,"body":"on the sales team. Therefore, I"},{"speaker":"Michael Cirillo","startTime":1157.13,"endTime":1160.1,"body":"don't need to know what"},{"speaker":"Michael Cirillo","startTime":1157.13,"endTime":1160.1,"body":"marketing is doing. Or I'm BDC"},{"speaker":"Michael Cirillo","startTime":1160.4,"endTime":1163.37,"body":"and I don't need and salespeople"},{"speaker":"Michael Cirillo","startTime":1160.4,"endTime":1163.37,"body":"are separate. And we see that a"},{"speaker":"Michael Cirillo","startTime":1163.37,"endTime":1166.61,"body":"lot. It's like no, actually all"},{"speaker":"Michael Cirillo","startTime":1163.37,"endTime":1166.61,"body":"of you are on one single team."},{"speaker":"Michael Cirillo","startTime":1166.61,"endTime":1169.25,"body":"It's the revenue team and that"},{"speaker":"Michael Cirillo","startTime":1166.61,"endTime":1169.25,"body":"reconditions how everybody"},{"speaker":"Michael Cirillo","startTime":1169.25,"endTime":1173.6,"body":"thinks about working together"},{"speaker":"Michael Cirillo","startTime":1169.25,"endTime":1173.6,"body":"inter department working"},{"speaker":"Michael Cirillo","startTime":1173.6,"endTime":1177.29,"body":"together. i This is what you're"},{"speaker":"Michael Cirillo","startTime":1173.6,"endTime":1177.29,"body":"saying makes me think of how"},{"speaker":"Michael Cirillo","startTime":1177.29,"endTime":1180.8,"body":"you're bridging that gap. And I"},{"speaker":"Michael Cirillo","startTime":1177.29,"endTime":1180.8,"body":"think that's fantastic. So,"},{"speaker":"Michael Cirillo","startTime":1181.37,"endTime":1181.79,"body":"yeah."},{"speaker":"Paul Daly","startTime":1183.74,"endTime":1187.85,"body":"So I think it's like"},{"speaker":"Paul Daly","startTime":1183.74,"endTime":1187.85,"body":"you just made me feel good"},{"speaker":"Paul Daly","startTime":1187.85,"endTime":1196.55,"body":"inside. Thank you. So, it seems"},{"speaker":"Paul Daly","startTime":1187.85,"endTime":1196.55,"body":"to me that the well I know,"},{"speaker":"Paul Daly","startTime":1196.73,"endTime":1199.88,"body":"across the board that the"},{"speaker":"Paul Daly","startTime":1196.73,"endTime":1199.88,"body":"marketing position isn't always"},{"speaker":"Paul Daly","startTime":1199.91,"endTime":1203.57,"body":"or respected position inside the"},{"speaker":"Paul Daly","startTime":1199.91,"endTime":1203.57,"body":"store a lot of time, the"},{"speaker":"Paul Daly","startTime":1203.57,"endTime":1208.13,"body":"marketing staff can become order"},{"speaker":"Paul Daly","startTime":1203.57,"endTime":1208.13,"body":"takers, tech support, you know"},{"speaker":"Paul Daly","startTime":1208.13,"endTime":1213.47,"body":"the people who process a co op,"},{"speaker":"Paul Daly","startTime":1208.13,"endTime":1213.47,"body":"in your store up, it's obvious"},{"speaker":"Paul Daly","startTime":1213.59,"endTime":1215.93,"body":"that there's a level of respect"},{"speaker":"Paul Daly","startTime":1213.59,"endTime":1215.93,"body":"for the work that marketing"},{"speaker":"Paul Daly","startTime":1215.93,"endTime":1219.86,"body":"does. And in turn, you seem to"},{"speaker":"Paul Daly","startTime":1215.93,"endTime":1219.86,"body":"really internalize the work you"},{"speaker":"Paul Daly","startTime":1219.86,"endTime":1222.2,"body":"do as the marketer as an"},{"speaker":"Paul Daly","startTime":1219.86,"endTime":1222.2,"body":"important one, right? If you're"},{"speaker":"Paul Daly","startTime":1222.38,"endTime":1224.45,"body":"laying in bed, and you're"},{"speaker":"Paul Daly","startTime":1222.38,"endTime":1224.45,"body":"checking reviews, because you"},{"speaker":"Paul Daly","startTime":1224.45,"endTime":1227.0,"body":"know that you're, you know, that"},{"speaker":"Paul Daly","startTime":1224.45,"endTime":1227.0,"body":"you're your role, and you're"},{"speaker":"Paul Daly","startTime":1227.0,"endTime":1230.48,"body":"watching that angle for the"},{"speaker":"Paul Daly","startTime":1227.0,"endTime":1230.48,"body":"dealership. Why do you think why"},{"speaker":"Paul Daly","startTime":1230.48,"endTime":1234.08,"body":"do you think that respect exists"},{"speaker":"Paul Daly","startTime":1230.48,"endTime":1234.08,"body":"in your store? Like, what's the"},{"speaker":"Paul Daly","startTime":1234.08,"endTime":1236.57,"body":"history of the marketing"},{"speaker":"Paul Daly","startTime":1234.08,"endTime":1236.57,"body":"department? Because I would love"},{"speaker":"Paul Daly","startTime":1236.57,"endTime":1240.05,"body":"it if we can help broaden,"},{"speaker":"Paul Daly","startTime":1236.57,"endTime":1240.05,"body":"broaden the horizons of some of"},{"speaker":"Paul Daly","startTime":1240.05,"endTime":1242.63,"body":"the people listening to this."},{"speaker":"Paul Daly","startTime":1240.05,"endTime":1242.63,"body":"And maybe those who have a"},{"speaker":"Paul Daly","startTime":1242.63,"endTime":1244.64,"body":"marketing department who would"},{"speaker":"Paul Daly","startTime":1242.63,"endTime":1244.64,"body":"be in charge of a marketing"},{"speaker":"Paul Daly","startTime":1244.64,"endTime":1247.49,"body":"department might begin to think"},{"speaker":"Paul Daly","startTime":1244.64,"endTime":1247.49,"body":"a little differently about how"},{"speaker":"Paul Daly","startTime":1247.49,"endTime":1249.74,"body":"they can integrate their"},{"speaker":"Paul Daly","startTime":1247.49,"endTime":1249.74,"body":"marketers. So again, the"},{"speaker":"Paul Daly","startTime":1249.74,"endTime":1253.82,"body":"question there is, what why is"},{"speaker":"Paul Daly","startTime":1249.74,"endTime":1253.82,"body":"the respect exists? Why does it"},{"speaker":"Paul Daly","startTime":1253.82,"endTime":1256.31,"body":"exist in your stores? Like,"},{"speaker":"Paul Daly","startTime":1253.82,"endTime":1256.31,"body":"where did that start? And who"},{"speaker":"Paul Daly","startTime":1256.31,"endTime":1257.24,"body":"carries the torch?"},{"speaker":"Unknown","startTime":1257.57,"endTime":1262.85,"body":"Yeah. 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Because there's got to"},{"speaker":"Unknown","startTime":1289.43,"endTime":1297.2,"body":"be something or someone that is"},{"speaker":"Unknown","startTime":1289.43,"endTime":1297.2,"body":"always looking for more in every"},{"speaker":"Unknown","startTime":1297.2,"endTime":1300.17,"body":"department, and then bringing it"},{"speaker":"Unknown","startTime":1297.2,"endTime":1300.17,"body":"back to that storytelling."},{"speaker":"Unknown","startTime":1300.95,"endTime":1306.95,"body":"Because not that there isn't"},{"speaker":"Unknown","startTime":1300.95,"endTime":1306.95,"body":"ways for the organization to"},{"speaker":"Unknown","startTime":1306.98,"endTime":1311.27,"body":"gather as one. But who else is"},{"speaker":"Unknown","startTime":1306.98,"endTime":1311.27,"body":"going to do and if I don't, is"},{"speaker":"Unknown","startTime":1311.27,"endTime":1318.14,"body":"my mentality is, who else will"},{"speaker":"Unknown","startTime":1311.27,"endTime":1318.14,"body":"go ask a question of service."},{"speaker":"Unknown","startTime":1318.77,"endTime":1321.59,"body":"Because it just doesn't feel"},{"speaker":"Unknown","startTime":1318.77,"endTime":1321.59,"body":"right. And because I saw a"},{"speaker":"Unknown","startTime":1321.59,"endTime":1324.05,"body":"review, and then notice"},{"speaker":"Unknown","startTime":1321.59,"endTime":1324.05,"body":"something, as I was walking"},{"speaker":"Unknown","startTime":1324.05,"endTime":1329.24,"body":"through the service line, I get,"},{"speaker":"Unknown","startTime":1324.05,"endTime":1329.24,"body":"again, I have that perspective"},{"speaker":"Unknown","startTime":1329.27,"endTime":1332.15,"body":"that somebody in servicing"},{"speaker":"Unknown","startTime":1329.27,"endTime":1332.15,"body":"doesn't have, because I don't"},{"speaker":"Unknown","startTime":1332.15,"endTime":1336.89,"body":"live there every day. But I"},{"speaker":"Unknown","startTime":1332.15,"endTime":1336.89,"body":"can't, right like, and same"},{"speaker":"Unknown","startTime":1336.89,"endTime":1340.01,"body":"thing with sales. Same thing"},{"speaker":"Unknown","startTime":1336.89,"endTime":1340.01,"body":"with parts. 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So that's my"},{"speaker":"Unknown","startTime":1357.8,"endTime":1361.91,"body":"opinion on how I should operate."},{"speaker":"Unknown","startTime":1357.8,"endTime":1361.91,"body":"And if there was something I"},{"speaker":"Unknown","startTime":1361.91,"endTime":1365.84,"body":"would tell somebody else in"},{"speaker":"Unknown","startTime":1361.91,"endTime":1365.84,"body":"marketing is that you can easily"},{"speaker":"Unknown","startTime":1365.84,"endTime":1372.95,"body":"fall into the trap of being the"},{"speaker":"Unknown","startTime":1365.84,"endTime":1372.95,"body":"person that just does Co Op and"},{"speaker":"Unknown","startTime":1373.58,"endTime":1375.95,"body":"gives numbers from Google"},{"speaker":"Unknown","startTime":1373.58,"endTime":1375.95,"body":"Analytics at the end of the"},{"speaker":"Unknown","startTime":1375.95,"endTime":1380.87,"body":"month. And plans, the events,"},{"speaker":"Unknown","startTime":1375.95,"endTime":1380.87,"body":"and I do all of those things do."},{"speaker":"Unknown","startTime":1383.45,"endTime":1389.6,"body":"Check, check check. But also,"},{"speaker":"Unknown","startTime":1383.45,"endTime":1389.6,"body":"like, you can expect to hear"},{"speaker":"Unknown","startTime":1389.63,"endTime":1392.21,"body":"from me if I don't think it's"},{"speaker":"Unknown","startTime":1389.63,"endTime":1392.21,"body":"right. And I'm gonna tell you,"},{"speaker":"Unknown","startTime":1392.45,"endTime":1398.09,"body":"because it's a responsibility I"},{"speaker":"Unknown","startTime":1392.45,"endTime":1398.09,"body":"have to the organization that I"},{"speaker":"Unknown","startTime":1398.09,"endTime":1401.24,"body":"give that because that's what I"},{"speaker":"Unknown","startTime":1398.09,"endTime":1401.24,"body":"think they should expect."},{"speaker":"Michael Cirillo","startTime":1402.17,"endTime":1404.42,"body":"I love it."},{"speaker":"Michael Cirillo","startTime":1402.17,"endTime":1404.42,"body":"We've got one final question for"},{"speaker":"Michael Cirillo","startTime":1404.42,"endTime":1407.15,"body":"you. Before we wrap, we've had"},{"speaker":"Michael Cirillo","startTime":1404.42,"endTime":1407.15,"body":"so much fun hanging out with"},{"speaker":"Michael Cirillo","startTime":1407.15,"endTime":1410.75,"body":"you. I want to circle back to"},{"speaker":"Michael Cirillo","startTime":1407.15,"endTime":1410.75,"body":"something you said earlier about"},{"speaker":"Michael Cirillo","startTime":1410.75,"endTime":1413.57,"body":"the importance of coming up with"},{"speaker":"Michael Cirillo","startTime":1410.75,"endTime":1413.57,"body":"your story because it's the true"},{"speaker":"Michael Cirillo","startTime":1413.57,"endTime":1417.02,"body":"differentiator between your"},{"speaker":"Michael Cirillo","startTime":1413.57,"endTime":1417.02,"body":"store and the maybe the"},{"speaker":"Michael Cirillo","startTime":1417.02,"endTime":1421.1,"body":"competitor down the street."},{"speaker":"Michael Cirillo","startTime":1417.02,"endTime":1421.1,"body":"Historically, in our industry,"},{"speaker":"Michael Cirillo","startTime":1421.1,"endTime":1428.15,"body":"we are shy of the idea of"},{"speaker":"Michael Cirillo","startTime":1421.1,"endTime":1428.15,"body":"picking a lane and realizing"},{"speaker":"Michael Cirillo","startTime":1428.15,"endTime":1432.05,"body":"that we can't please everybody,"},{"speaker":"Michael Cirillo","startTime":1428.15,"endTime":1432.05,"body":"we're you know, because we"},{"speaker":"Michael Cirillo","startTime":1432.05,"endTime":1435.98,"body":"realize a vehicle is a utility."},{"speaker":"Michael Cirillo","startTime":1432.05,"endTime":1435.98,"body":"It's a freedom. It's something"},{"speaker":"Michael Cirillo","startTime":1435.98,"endTime":1438.95,"body":"that should be accessible to"},{"speaker":"Michael Cirillo","startTime":1435.98,"endTime":1438.95,"body":"everybody, we sometimes position"},{"speaker":"Michael Cirillo","startTime":1438.95,"endTime":1441.11,"body":"that and say, well, we should"},{"speaker":"Michael Cirillo","startTime":1438.95,"endTime":1441.11,"body":"try and please everybody, we"},{"speaker":"Michael Cirillo","startTime":1441.11,"endTime":1444.8,"body":"need every customer on planet"},{"speaker":"Michael Cirillo","startTime":1441.11,"endTime":1444.8,"body":"Earth coming to our store in"},{"speaker":"Michael Cirillo","startTime":1444.8,"endTime":1449.24,"body":"Kalamazoo to buy from us and"},{"speaker":"Michael Cirillo","startTime":1444.8,"endTime":1449.24,"body":"nobody else. But inherent in"},{"speaker":"Michael Cirillo","startTime":1449.24,"endTime":1453.2,"body":"telling your story. You realize"},{"speaker":"Michael Cirillo","startTime":1449.24,"endTime":1453.2,"body":"as a marketer, that that's going"},{"speaker":"Michael Cirillo","startTime":1453.2,"endTime":1456.23,"body":"to resonate with some people,"},{"speaker":"Michael Cirillo","startTime":1453.2,"endTime":1456.23,"body":"and that's going to condition"},{"speaker":"Michael Cirillo","startTime":1456.23,"endTime":1459.29,"body":"them to want to work with us,"},{"speaker":"Michael Cirillo","startTime":1456.23,"endTime":1459.29,"body":"but it might also repel other"},{"speaker":"Michael Cirillo","startTime":1459.29,"endTime":1463.49,"body":"people. So my question is, how"},{"speaker":"Michael Cirillo","startTime":1459.29,"endTime":1463.49,"body":"do you as a marketer, reconcile,"},{"speaker":"Michael Cirillo","startTime":1463.88,"endTime":1467.12,"body":"for the dealer to help them"},{"speaker":"Michael Cirillo","startTime":1463.88,"endTime":1467.12,"body":"understand we're not going to"},{"speaker":"Michael Cirillo","startTime":1467.12,"endTime":1470.0,"body":"get everybody inherent in"},{"speaker":"Michael Cirillo","startTime":1467.12,"endTime":1470.0,"body":"telling our story, we will"},{"speaker":"Michael Cirillo","startTime":1470.0,"endTime":1471.38,"body":"attract some and repel others."},{"speaker":"Michael Cirillo","startTime":1471.0,"endTime":1480.18,"body":"I think that what my message is"},{"speaker":"Michael Cirillo","startTime":1471.0,"endTime":1480.18,"body":"always trying to focus on is the"},{"speaker":"Michael Cirillo","startTime":1480.18,"endTime":1486.27,"body":"good, right? So you work good"},{"speaker":"Michael Cirillo","startTime":1480.18,"endTime":1486.27,"body":"attracts good. The good doesn't"},{"speaker":"Michael Cirillo","startTime":1486.27,"endTime":1489.45,"body":"always attract bad, but"},{"speaker":"Michael Cirillo","startTime":1486.27,"endTime":1489.45,"body":"sometimes it does. Like there's"},{"speaker":"Michael Cirillo","startTime":1489.45,"endTime":1491.91,"body":"somebody that's always gonna be"},{"speaker":"Michael Cirillo","startTime":1489.45,"endTime":1491.91,"body":"out there to be like, oh, yeah,"},{"speaker":"Michael Cirillo","startTime":1491.91,"endTime":1494.67,"body":"you said that you're a"},{"speaker":"Michael Cirillo","startTime":1491.91,"endTime":1494.67,"body":"salesperson. Like we have a guy"},{"speaker":"Michael Cirillo","startTime":1494.7,"endTime":1500.16,"body":"Rich he is beloved by every"},{"speaker":"Michael Cirillo","startTime":1494.7,"endTime":1500.16,"body":"single person that ever touches"},{"speaker":"Michael Cirillo","startTime":1500.46,"endTime":1506.28,"body":"Is atmosphere. And the other day"},{"speaker":"Michael Cirillo","startTime":1500.46,"endTime":1506.28,"body":"we had a guy in there that was"},{"speaker":"Michael Cirillo","startTime":1506.28,"endTime":1508.32,"body":"like, well, Rich didn't do a"},{"speaker":"Michael Cirillo","startTime":1506.28,"endTime":1508.32,"body":"good job for me. He didn't give"},{"speaker":"Michael Cirillo","startTime":1508.32,"endTime":1510.99,"body":"me enough on my trade. He's a"},{"speaker":"Michael Cirillo","startTime":1508.32,"endTime":1510.99,"body":"terrible person. And I was like"},{"speaker":"Michael Cirillo","startTime":1510.99,"endTime":1518.88,"body":"heavy. Like you would say that,"},{"speaker":"Michael Cirillo","startTime":1510.99,"endTime":1518.88,"body":"like, terrible person at all."},{"speaker":"Michael Cirillo","startTime":1519.84,"endTime":1524.46,"body":"And so, like, as long as there's"},{"speaker":"Michael Cirillo","startTime":1519.84,"endTime":1524.46,"body":"more good than bad, I'm not"},{"speaker":"Michael Cirillo","startTime":1524.46,"endTime":1527.37,"body":"focusing on the bad. We're just,"},{"speaker":"Michael Cirillo","startTime":1524.46,"endTime":1527.37,"body":"we're just gonna continue to"},{"speaker":"Michael Cirillo","startTime":1527.37,"endTime":1530.46,"body":"grow the good and measure that"},{"speaker":"Michael Cirillo","startTime":1527.37,"endTime":1530.46,"body":"good as best we can. So"},{"speaker":"Michael Cirillo","startTime":1531.03,"endTime":1535.11,"body":"that's amazing. Well, you are"},{"speaker":"Michael Cirillo","startTime":1531.03,"endTime":1535.11,"body":"certainly beacon of light in the"},{"speaker":"Michael Cirillo","startTime":1535.11,"endTime":1537.39,"body":"industry. It's been so much fun"},{"speaker":"Michael Cirillo","startTime":1535.11,"endTime":1537.39,"body":"hanging out with you, Erin,"},{"speaker":"Michael Cirillo","startTime":1537.39,"endTime":1539.49,"body":"thanks so much for joining us on"},{"speaker":"Michael Cirillo","startTime":1537.39,"endTime":1539.49,"body":"Auto Collabs today."},{"speaker":"Michael Cirillo","startTime":1540.319,"endTime":1541.549,"body":"Thank you for having me."},{"speaker":"Kyle Mountsier","startTime":1544.79,"endTime":1547.67,"body":"Well, suspicions"},{"speaker":"Kyle Mountsier","startTime":1544.79,"endTime":1547.67,"body":"confirmed because it does look"},{"speaker":"Kyle Mountsier","startTime":1547.67,"endTime":1551.99,"body":"like Erin sparks, literally"},{"speaker":"Kyle Mountsier","startTime":1547.67,"endTime":1551.99,"body":"touches every element. I loved"},{"speaker":"Kyle Mountsier","startTime":1551.99,"endTime":1555.05,"body":"her. She had that little comment"},{"speaker":"Kyle Mountsier","startTime":1551.99,"endTime":1555.05,"body":"at the very end of the interview"},{"speaker":"Kyle Mountsier","startTime":1555.05,"endTime":1558.05,"body":"on that last question that you"},{"speaker":"Kyle Mountsier","startTime":1555.05,"endTime":1558.05,"body":"had her first Cirilo that she"},{"speaker":"Kyle Mountsier","startTime":1558.05,"endTime":1562.19,"body":"was like, Oh, I'm actually part"},{"speaker":"Kyle Mountsier","startTime":1558.05,"endTime":1562.19,"body":"time in every department. And I"},{"speaker":"Kyle Mountsier","startTime":1562.19,"endTime":1565.97,"body":"think it's so good wearing that"},{"speaker":"Kyle Mountsier","startTime":1562.19,"endTime":1565.97,"body":"hat is actually really key"},{"speaker":"Kyle Mountsier","startTime":1565.97,"endTime":1569.45,"body":"because then what it gives her"},{"speaker":"Kyle Mountsier","startTime":1565.97,"endTime":1569.45,"body":"the leverage to have those"},{"speaker":"Kyle Mountsier","startTime":1569.45,"endTime":1573.65,"body":"conversations across fixed ops"},{"speaker":"Kyle Mountsier","startTime":1569.45,"endTime":1573.65,"body":"and sales and an every"},{"speaker":"Kyle Mountsier","startTime":1573.65,"endTime":1576.53,"body":"department and every level of"},{"speaker":"Kyle Mountsier","startTime":1573.65,"endTime":1576.53,"body":"every department, because then"},{"speaker":"Kyle Mountsier","startTime":1576.53,"endTime":1580.1,"body":"places are in there. It's not"},{"speaker":"Kyle Mountsier","startTime":1576.53,"endTime":1580.1,"body":"like this. Oh, she's over there"},{"speaker":"Kyle Mountsier","startTime":1580.22,"endTime":1583.28,"body":"in marketing, right? It's like,"},{"speaker":"Kyle Mountsier","startTime":1580.22,"endTime":1583.28,"body":"oh, no, she kind of has a role"},{"speaker":"Kyle Mountsier","startTime":1583.28,"endTime":1586.76,"body":"here. We see her often she's"},{"speaker":"Kyle Mountsier","startTime":1583.28,"endTime":1586.76,"body":"engaged. She's engaged with"},{"speaker":"Kyle Mountsier","startTime":1586.85,"endTime":1588.92,"body":"things when they're working"},{"speaker":"Kyle Mountsier","startTime":1586.85,"endTime":1588.92,"body":"well, or when there's"},{"speaker":"Kyle Mountsier","startTime":1588.92,"endTime":1593.09,"body":"opportunities. And I think that"},{"speaker":"Kyle Mountsier","startTime":1588.92,"endTime":1593.09,"body":"that probably more people in"},{"speaker":"Kyle Mountsier","startTime":1593.09,"endTime":1596.09,"body":"more departments across"},{"speaker":"Kyle Mountsier","startTime":1593.09,"endTime":1596.09,"body":"automotive, not just marketers"},{"speaker":"Kyle Mountsier","startTime":1596.09,"endTime":1598.67,"body":"can take that to heart and go,"},{"speaker":"Kyle Mountsier","startTime":1596.09,"endTime":1598.67,"body":"Oh, well, I'm the service"},{"speaker":"Kyle Mountsier","startTime":1598.67,"endTime":1601.43,"body":"manager. But I got a part time"},{"speaker":"Kyle Mountsier","startTime":1598.67,"endTime":1601.43,"body":"role over here in service."},{"speaker":"Kyle Mountsier","startTime":1601.46,"endTime":1604.34,"body":"That's right. As as to your"},{"speaker":"Kyle Mountsier","startTime":1601.46,"endTime":1604.34,"body":"part, Michael, were a part of"},{"speaker":"Kyle Mountsier","startTime":1604.34,"endTime":1607.37,"body":"the revenue team, right. And if"},{"speaker":"Kyle Mountsier","startTime":1604.34,"endTime":1607.37,"body":"that was the role that in the"},{"speaker":"Kyle Mountsier","startTime":1607.37,"endTime":1610.82,"body":"hat that a lot of people took, I"},{"speaker":"Kyle Mountsier","startTime":1607.37,"endTime":1610.82,"body":"feel like those barriers to"},{"speaker":"Kyle Mountsier","startTime":1610.82,"endTime":1613.43,"body":"customer service might actually"},{"speaker":"Kyle Mountsier","startTime":1610.82,"endTime":1613.43,"body":"come down a lot quicker."},{"speaker":"Paul Daly","startTime":1613.0,"endTime":1618.7,"body":"I love growing. Love,"},{"speaker":"Paul Daly","startTime":1613.0,"endTime":1618.7,"body":"I love I love the revenue team"},{"speaker":"Paul Daly","startTime":1618.73,"endTime":1621.91,"body":"idea. I know you said it wasn't"},{"speaker":"Paul Daly","startTime":1618.73,"endTime":1621.91,"body":"yours. But you know if you"},{"speaker":"Paul Daly","startTime":1621.91,"endTime":1623.74,"body":"didn't say that, I would like"},{"speaker":"Paul Daly","startTime":1621.91,"endTime":1623.74,"body":"Michael Cirillo said that he's"},{"speaker":"Paul Daly","startTime":1623.74,"endTime":1628.24,"body":"so smart revenue team, I just"},{"speaker":"Paul Daly","startTime":1623.74,"endTime":1628.24,"body":"love it. It as it is now use it"},{"speaker":"Paul Daly","startTime":1628.24,"endTime":1631.96,"body":"three times in a sentence, not"},{"speaker":"Paul Daly","startTime":1628.24,"endTime":1631.96,"body":"in the same sentence, I guess. I"},{"speaker":"Paul Daly","startTime":1631.96,"endTime":1636.22,"body":"love that idea, the revenue team"},{"speaker":"Paul Daly","startTime":1631.96,"endTime":1636.22,"body":"and the evidence of her taking"},{"speaker":"Paul Daly","startTime":1636.22,"endTime":1640.06,"body":"responsibility for the things"},{"speaker":"Paul Daly","startTime":1636.22,"endTime":1640.06,"body":"that are important in the store"},{"speaker":"Paul Daly","startTime":1640.06,"endTime":1643.12,"body":"she talked about like, she's"},{"speaker":"Paul Daly","startTime":1640.06,"endTime":1643.12,"body":"like, I'm the one that's up at"},{"speaker":"Paul Daly","startTime":1643.12,"endTime":1645.91,"body":"night reading the comments and"},{"speaker":"Paul Daly","startTime":1643.12,"endTime":1645.91,"body":"reading reviews because no one"},{"speaker":"Paul Daly","startTime":1645.91,"endTime":1648.73,"body":"else is doing it. Her"},{"speaker":"Paul Daly","startTime":1645.91,"endTime":1648.73,"body":"understanding that like, hey,"},{"speaker":"Paul Daly","startTime":1648.73,"endTime":1650.98,"body":"her role is the marketer is to"},{"speaker":"Paul Daly","startTime":1648.73,"endTime":1650.98,"body":"understand what the consumer is"},{"speaker":"Paul Daly","startTime":1650.98,"endTime":1654.64,"body":"saying and being the bridge to"},{"speaker":"Paul Daly","startTime":1650.98,"endTime":1654.64,"body":"go back and try to fix those"},{"speaker":"Paul Daly","startTime":1654.64,"endTime":1658.21,"body":"things. You know, usually it's"},{"speaker":"Paul Daly","startTime":1654.64,"endTime":1658.21,"body":"reviews typically speaking,"},{"speaker":"Paul Daly","startTime":1658.21,"endTime":1660.07,"body":"right? Like when you have to"},{"speaker":"Paul Daly","startTime":1658.21,"endTime":1660.07,"body":"address one, usually it's"},{"speaker":"Paul Daly","startTime":1660.07,"endTime":1663.01,"body":"because something went wrong."},{"speaker":"Paul Daly","startTime":1660.07,"endTime":1663.01,"body":"And for her taking the onus to"},{"speaker":"Paul Daly","startTime":1663.01,"endTime":1667.48,"body":"go address that as part of the"},{"speaker":"Paul Daly","startTime":1663.01,"endTime":1667.48,"body":"revenue team, knowing that the"},{"speaker":"Paul Daly","startTime":1667.48,"endTime":1670.36,"body":"customer review leads to"},{"speaker":"Paul Daly","startTime":1667.48,"endTime":1670.36,"body":"operations, which leads better"},{"speaker":"Paul Daly","startTime":1670.36,"endTime":1672.91,"body":"operations, which leads to"},{"speaker":"Paul Daly","startTime":1670.36,"endTime":1672.91,"body":"better customer reviews, which"},{"speaker":"Paul Daly","startTime":1672.91,"endTime":1676.33,"body":"leads to revenue. So I liked"},{"speaker":"Paul Daly","startTime":1672.91,"endTime":1676.33,"body":"watching that whole thing"},{"speaker":"Paul Daly","startTime":1676.33,"endTime":1678.58,"body":"progresses, she started to talk"},{"speaker":"Paul Daly","startTime":1676.33,"endTime":1678.58,"body":"about what she does."},{"speaker":"Michael Cirillo","startTime":1678.79,"endTime":1682.12,"body":"She I was kind"},{"speaker":"Michael Cirillo","startTime":1678.79,"endTime":1682.12,"body":"of I was LinkedIn creeping her"},{"speaker":"Michael Cirillo","startTime":1682.12,"endTime":1685.72,"body":"profile, she's got a couple of"},{"speaker":"Michael Cirillo","startTime":1682.12,"endTime":1685.72,"body":"funny memes that to me kind of"},{"speaker":"Michael Cirillo","startTime":1685.72,"endTime":1690.73,"body":"sum it up. One is if you don't"},{"speaker":"Michael Cirillo","startTime":1685.72,"endTime":1690.73,"body":"have 2413 files in your"},{"speaker":"Michael Cirillo","startTime":1690.73,"endTime":1692.71,"body":"downloads, do you even work in"},{"speaker":"Michael Cirillo","startTime":1690.73,"endTime":1692.71,"body":"marketing."},{"speaker":"Michael Cirillo","startTime":1695.86,"endTime":1701.68,"body":"And the one above that was"},{"speaker":"Michael Cirillo","startTime":1695.86,"endTime":1701.68,"body":"Little Miss marketer with 253"},{"speaker":"Michael Cirillo","startTime":1701.71,"endTime":1702.91,"body":"Plus tabs open."},{"speaker":"Michael Cirillo","startTime":1702.0,"endTime":1707.82,"body":"And I'm like, you know, that's"},{"speaker":"Michael Cirillo","startTime":1702.0,"endTime":1707.82,"body":"that's the and you know, the"},{"speaker":"Michael Cirillo","startTime":1707.82,"endTime":1710.67,"body":"stuff is not normal at night,"},{"speaker":"Michael Cirillo","startTime":1707.82,"endTime":1710.67,"body":"like that level of ownership,"},{"speaker":"Michael Cirillo","startTime":1710.67,"endTime":1714.03,"body":"you know, what's open in those"},{"speaker":"Michael Cirillo","startTime":1710.67,"endTime":1714.03,"body":"253 tabs and in those downloads,"},{"speaker":"Michael Cirillo","startTime":1714.15,"endTime":1717.39,"body":"a bunch of screenshots that you"},{"speaker":"Michael Cirillo","startTime":1714.15,"endTime":1717.39,"body":"find late at night as a marketer"},{"speaker":"Michael Cirillo","startTime":1717.39,"endTime":1720.57,"body":"were you like, this would be so"},{"speaker":"Michael Cirillo","startTime":1717.39,"endTime":1720.57,"body":"good for the management to hear"},{"speaker":"Michael Cirillo","startTime":1720.69,"endTime":1725.91,"body":"knowing full well, they're not"},{"speaker":"Michael Cirillo","startTime":1720.69,"endTime":1725.91,"body":"going to do anything with it. So"},{"speaker":"Michael Cirillo","startTime":1725.91,"endTime":1729.45,"body":"you carry that burden as a"},{"speaker":"Michael Cirillo","startTime":1725.91,"endTime":1729.45,"body":"marketer and say, Wow, you wrote"},{"speaker":"Michael Cirillo","startTime":1729.45,"endTime":1736.41,"body":"but but I'm just saying between"},{"speaker":"Michael Cirillo","startTime":1729.45,"endTime":1736.41,"body":"everything and I'll tell you me"},{"speaker":"Michael Cirillo","startTime":1736.41,"endTime":1741.39,"body":"in defense posts. I mean, such a"},{"speaker":"Michael Cirillo","startTime":1736.41,"endTime":1741.39,"body":"fun conversation with Erin, of"},{"speaker":"Michael Cirillo","startTime":1741.39,"endTime":1745.05,"body":"course, I hope. We hope all of"},{"speaker":"Michael Cirillo","startTime":1741.39,"endTime":1745.05,"body":"you listening and tuning in"},{"speaker":"Michael Cirillo","startTime":1745.05,"endTime":1748.38,"body":"enjoyed that conversation on"},{"speaker":"Michael Cirillo","startTime":1745.05,"endTime":1748.38,"body":"behalf of Paul J. Daly, Kyle"},{"speaker":"Michael Cirillo","startTime":1748.38,"endTime":1751.02,"body":"Mountsier myself, Michael"},{"speaker":"Michael Cirillo","startTime":1748.38,"endTime":1751.02,"body":"Cirillo. Thanks for joining us"},{"speaker":"Michael Cirillo","startTime":1751.02,"endTime":1752.1,"body":"on Auto Collabs"},{"speaker":"Unknown","startTime":1752.13,"endTime":1755.52,"body":"sign up for our free"},{"speaker":"Unknown","startTime":1752.13,"endTime":1755.52,"body":"and fun to read daily email for"},{"speaker":"Unknown","startTime":1755.52,"endTime":1759.36,"body":"a free shot of relevant news in"},{"speaker":"Unknown","startTime":1755.52,"endTime":1759.36,"body":"automotive, retail media and pop"},{"speaker":"Unknown","startTime":1759.36,"endTime":1765.18,"body":"culture. You can get it now @"},{"speaker":"Unknown","startTime":1759.36,"endTime":1765.18,"body":"asotu.com That's ASOTu.com If"},{"speaker":"Unknown","startTime":1765.18,"endTime":1768.48,"body":"you love this podcast, please"},{"speaker":"Unknown","startTime":1765.18,"endTime":1768.48,"body":"leave us a review and share it"},{"speaker":"Unknown","startTime":1768.48,"endTime":1771.51,"body":"with a friend. Thanks again for"},{"speaker":"Unknown","startTime":1768.48,"endTime":1771.51,"body":"listening. We'll see you next"},{"speaker":"Unknown","startTime":1771.51,"endTime":1771.75,"body":"time"}]}