Written for the sales floor
The Playbook.
Plays for selling cars with personal video, from a GSM who runs a real sales floor.
Doug Horner · Mercedes-Benz GSM · 600K+ followers · Co-owner, CarFilm
Latest · Play 006 · October 2026
If Ferrari buyers are watching, yours will too
One year ago this week, Alessandro Ribola at Ferrari of Naples sent his first CarFilm. A year on, his videos have 2,621 views from some of the hardest-to-impress buyers in retail. Doug on why that matters for every sales floor.
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Every play
- You
- The other dealers
- The play
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Play 006 · Oct 2026
If Ferrari buyers are watching, yours will too
One year ago this week, Alessandro Ribola at Ferrari of Naples sent his first CarFilm. A year on, his videos have 2,621 views from some of the hardest-to-impress buyers in retail. Doug on why that matters for every sales floor.
Run it
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Play 005 · Oct 2026
The new playbook for data and analytics lovers
Doug Horner on why three videos per client beats one, and why the one that gets replayed tells you how to follow up.
Run it
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Play 004 · Sep 2026
Selling cars is hard again
Doug Horner on why the video habit still works when the market gets harder. Featuring Dean Jarrell of Page Toyota, five years on CarFilm.
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Play 003 · Oct 2026
The three-part intro video
Doug Horner on the intro video: their first name first, a thank-you, then answer the question and set the next step.
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Play 002 · Aug 2026
No more generic follow-up
Doug Horner on the video that goes out after a showroom visit, and why it works like a digital business card.
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Play 001 · Aug 2026
People also learn from people
Sean Weaver opens the first issue: tips from the floor, the launch of CarFilm University, and why every video should end on a next step.
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