How to Turn Your CRM into an ATM with Tom Stuker
Keep The Change
If you’ve been in automotive longer than five minutes, you’ve probably heard the name Tom Stuker.
He’s the guy who literally invented the BDC. The guy who turned phone sales into an art form. The guy who logged 23 million miles training dealerships across the planet
And today, he’s on Keep the Change.
In this episode, I sit down with the legendary Tom Stuker, founder of Stuker Training, to unpack 50 years of real-world lessons about sales, leadership, and what it truly takes to build a business that sells cars instead of waiting for buyers to show up.
We talk about:
- Why most dealerships are still managing like it’s 1985 (and how to fix it).
- How to hire salespeople who actually want to sell, not just survive.
- The four pillars every retail leader should master if they want long-term success.
- Why your CRM is probably costing you money,and how to turn it into your biggest profit center.
- The mindset shift that separates high-performing stores from the rest of the pack.
Tom breaks down the systems, the scripts, and the hard truths every leader needs to hear, plus the practical ways to change the game starting tomorrow morning.
If you’re a GM, GSM, or just someone who’s tired of “theory” and ready for real-world leadership that moves the needle… this is your episode.
Enjoying the show? Subscribe and leave a review on your favorite podcast players!
- Subscribe on Apple: https://podcasts.apple.com/us/podcast/keep-the-change/id1622521488
- Subscribe on Spotify: https://open.spotify.com/show/2xcQk7kNGNOnWuZ14aDkWC
Connect with Tom Stuker
- LinkedIn: https://www.linkedin.com/in/tomstuker/
Connect with Bart Nollenberger:
