The Playbook.
Written for the sales floor.
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.
Doug Horner · Mercedes-Benz GSM · 600K+ followers · Co-owner, CarFilm
In the twelve months since his first CarFilm: 487 videos, 960 sends and 2,621 views. Watch Doug on why that matters, then run the play.
Watch Doug set it up · 1:22
Read the transcript
[0:00] You'd probably never guess it, but one of the most successful car salespeople using CarFilm works at a Ferrari store. Ever since he started using CarFilm a year ago, his sales have increased and his client satisfaction has increased as well. Now think about that.
[0:16] Working at a Ferrari store, you're generally talking to people that are the most successful people in the world. And they're probably not very easily impressed anymore. Yet they are constantly impressed by the CarFilm walk arounds and introductions that they get sent.
[0:34] So let's extrapolate that to a domestic store where we are dealing with a larger pool of buyers who very well might be really impressed by receiving a video.
[0:47] Those car buyers are often considering multiple locations, multiple brands, and they're going to get a deluge of follow up phone calls, text messages, emails from dealers all over the area. Same brand, different brand. But is anybody going to send them a video introducing themselves and showing them the car that they want to buy? Probably not. That's what you need to be doing.
[1:13] Because when you do that, you stand out and people want to buy from people.
[1:19] If it works at a Ferrari store, it will certainly work everywhere else.
The feature
The Ferrari rep's buyers watched. Yours will too.
Alessandro Ribola spent his first year on CarFilm learning something most reps never find out: the people most of us assume are the toughest sell actually press play.
On October 21, 2025, Alessandro recorded his first CarFilm. Over the next twelve months: 487 videos, 960 sends, 2,621 views on the other side. His clients drive the kind of cars that cost more than most people's houses. They see luxury every weekend. They are, by any sales floor measure, the hardest audience in retail to impress.
They are also the audience that pressed play 2,621 times.
That is the lesson for every rep selling anything in October 2026. The buyer who walked three dealer lots this weekend before stopping at yours is not harder to impress than Alessandro's Ferrari clients. They are easier. They have fewer options at your price point. They are shopping on urgency and specifics. If you send them a 60-second answer to the specific question they asked, they will press play. The Ferrari numbers back it up.
In the last seven days, Alessandro recorded 13 videos, sent 39, and earned 94 views. He is not slowing down. Neither should you.
This week's play
Treat every buyer like a Ferrari buyer.
Alessandro's clients have seen a lot. They have been to other stores. They have opinions. They do not want to be sold. They want to be answered. Four hundred eighty-seven videos work because each one answers a specific question. Your buyers are not that different. They are shopping multiple brands and multiple stores this weekend. Treat them like they already know what they want. Answer the question. Let them come back for the second watch.
The play · run it this week
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Pick five questions your buyers asked you this week that you did not fully answer in person. The specific ones. "What is the difference between the AMG and the Maybach suspension?" Not the brochure questions.
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Record one 60-second answer per question. Keep it specific. No pitching. Treat them like they already know what they want. Walkaround or voiceover works.
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Send the right video to the right buyer. Not a blast. One-to-one. Named person, named question.
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Open your dashboard Friday. Work the deal of whoever watched twice. A buyer who came back for the second watch is closer than they are telling you.
Say this
I made this short video because your question deserves a specific answer. Watch when you have 60 seconds. Hit me back if it raises more.
Want Sam to film one for your store? Send us a car and we'll send you a CarFilm the way this play runs it.
Get a CarFilmDoug on the Ferrari rep
If it works at a Ferrari store, it will certainly work everywhere else.
Doug
CarFilmer of the Month · October
Alessandro Ribola
Ferrari of Naples · New Country Motor Car Group
Alessandro signed up on October 21, 2025 and started filming the same day. One year in, his dashboard shows that the audience with the highest expectations in retail will press play when the video answers their question.
His first year
- videos
- 487
- sends
- 960
- views
- 2,621
- days in
- 365
All numbers from Alessandro's CarFilm dashboard, 2026-10-21.
Run the play this week. Pick the question five of your buyers keep asking, and record one video that answers it. If you're not on CarFilm yet, the fastest way to see what this looks like is to start one.
Doug
RUN THE PLAY
— Doug