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The Dealer PlaybookAuthor: Michael Cirillo Language: en Genres: Automotive, Business, Leisure, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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"The Sir Walter Way" - How a 100-Year Dealership Stays Nimble (and Grows) in a Modern Market | Matt Birkhead, Dealer Principal at Sir Walter Chevrolet
Tuesday, 13 January, 2026
What does a modern car dealership look like in 2025, without losing the human connection that actually builds loyalty?In this episode of The Dealer Playbook, I sit down with Matt Birkhead, Dealer Principal at Sir Walter Chevrolet in Raleigh, North Carolina, a nearly 100-year-old, single-point store that’s grown by leaning into transparency, simplified pricing, community involvement, and people-first leadership.Matt breaks down “The Sir Walter Way” a smarter way to shop, an easier way to service, and a culture that makes customers (and employees) feel like family. We also get practical about how dealerships should use AI, digital retailing, and fast lead response without sacrificing trust.What you’ll learn in this conversation:How Sir Walter Chevrolet builds loyalty through transparency and consistent pricingWhere AI belongs in a dealership (and where it doesn’t)How to keep customers warm after-hours without “fake” automationThe real operational advantage of a single-point store in a big marketHow to break down silos between sales, service, parts, and reconWhy “community starts from the inside out” (and how to make it real)How Matt invests in people through training, 20 groups, and leadership developmentWhy the dealership experience still matters—even with online buying and deliveryIf you’re a dealer principal, GM, sales leader, fixed ops leader, or dealership marketer, this episode is a blueprint for building a culture that customers feel, and employees stay for.Timestamps00:00 Intro01:14 The Dealer Playbook and Flex Dealer02:35 Introduction to Matt Birkhead03:30 Balancing Work and Family04:50 Challenges and Responsibilities in the Car Business08:15 Transparency and Authenticity in Dealerships09:39 Leveraging AI in Dealerships16:36 Community Involvement and Support18:22 Building a Culture of Giving Back19:03 Creating a Tangible Cultural Impact20:14 Fostering Teamwork and Community20:44 Highlighting Employee Contributions21:27 Breaking Down Departmental Silos22:20 The Role of Gwen in Community Outreach25:11 Investing in People and Long-Term Value26:52 Navigating the Automotive Industry as an Outsider31:37 Objective and Factual Leadership34:25 Connecting with the Community and AudienceConnect with Matt Birkhead / Sir Walter ChevroletPhone: (919) 455-7790Email: mbirkhead@sirwalter.comInstagram (Matt): @birksuvaInstagram (Store): @sirwalter_chevyIf you found this valuable:Subscribe for more real-world dealership growth conversations, and share this episode with a leader who’s building culture, not just chasing volume.
