TOP 100 MAGAZINE

Darrell Steed

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For more than two decades, Darrell Steed has been revolutionizing used car acquisition, helping dealerships streamline sourcing operations while transforming the customer experience. His approach shifts the focus from high-pressure sales tactics to a customer-first strategy, making dealerships the go-to destination for sellers.

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As the founder of SmartWolf Consulting, Darrell has guided hundreds of dealerships in developing sustainable, measurable acquisition strategies. His philosophy is simple: acquisition first, then sales—but above all, prioritize the consumer experience. By building trust and engagement, he helps dealerships create an environment where customers want to sell their cars and keep coming back.

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Darrells’ industry impact is undeniable. He played a key role in building the nation’s largest buying center and is recognized as one of the top experts in used vehicle acquisition. His experience includes serving as a senior trainer for Kelley Blue Book Instant Cash Offer, where he helped dealerships refine their buying processes, and as a used car director for Mercedes-Benz of Fresno, where he optimized acquisition strategies for profitability and customer satisfaction.

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To complement SmartWolf Consulting, Darrell launched Street Smarts, an online training academy providing dealerships with the knowledge and tools to build successful acquisition strategies. More than just a training program, Street Smarts breaks down used vehicle operations with actionable insights that dealerships can implement immediately, ensuring they thrive in a competitive market. It’s particularly popular among smaller, budget-conscious dealerships looking for cost-effective ways to enhance their operations. In addition, Darrell hosts a podcast, which challenges the industry’s traditional sales tactics, advocating for transparency, trust, and a more engaging customer experience.

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Darrell is pushing the industry toward a future where dealerships don’t just buy and sell cars—they build loyalty and long-term success. One store at a time, he’s reshaping used car acquisition into a customer-centric, trust-driven process that benefits both dealers and consumers. We spoke with Darrell to learn more about his inspiration, his strategy, and the results of his unique business model.

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Darrell, what inspired you to start SmartWolf Consulting?

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While working as a used car director for Mercedes-Benz, I built my first buying center in 2011, followed by a second that became a massive success. That led to my recruitment by Kelley Blue Book’s Instant Cash Offer, where I spent seven years as a top trainer, maintaining a cancellation rate of less than 1% and building one of the largest books of business. I helped over 150 stores, but I missed the retail side—managing multiple acquisition sources and optimizing them all. I saw dealerships struggling with acquisition and knew I could make a real impact. When I left KBB, dealerships I’d worked with started reaching out for help. That’s when I realized the demand for my expertise. SmartWolf Consulting was born—named after my nickname at KBB, “The Wolf”—to help dealerships master used car acquisition and build sustainable success.

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Your approach challenges the traditional dealership model by prioritizing used car acquisition over sales. What’s the philosophy behind this strategy?

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Absolutely. Most dealerships still operate with a sales-first mindset, but my approach is simple: you can’t sell what you don’t have. Prioritizing acquisition ensures a steady flow of in-demand vehicles, ultimately driving more sales. The key is creating an exceptional customer experience that makes people want to sell their cars to you. It’s acquisition first, sales second—but consumer experience above all else. As a consultant, I help dealerships build a customer-focused environment where trust, transparency, and engagement turn sellers into loyal, repeat customers. When you master acquisition through experience, sales take care of themselves.

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Have you ever seen a movie where auto dealerships are portrayed as honest, transparent, and customer-focused?

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Probably not. They’re usually depicted as high-pressure, manipulative sales machines—and I’m working to change that. I teach dealerships how to engage customers in a genuine, conversational way that builds trust and makes them feel valued. When you shift the experience, you transform acquisition, expand market reach, and increase profitability. I also help dealers and buying centers customize their acquisition strategies based on their specific needs. A Mitsubishi dealership, for example, operates differently than a Toyota store, so their approach should reflect that. My goal is to create simple, consistent, and profitable processes that sustain used car sales for the next three to ten years. We’re not just improving dealerships today—we’re redefining the industry for the future.

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You’re helping dealerships move away from high-pressure tactics and create an experience that turns customers into loyal, raving fans. How are you making this shift happen?

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Many dealerships still rely on outdated pressure sales tactics that push their agenda instead of solving the customer’s problem. Take service customers, for example—many dealers ask, “Do you want to fix your car or trade it in?” That’s not a choice; it’s a sales pitch. Instead, say, “Here’s the service we recommend, and we also offer a free valuation if you ever want to sell or trade.” It’s about providing value, building trust, and putting the customer first. CarMax and Carvana have mastered this approach, connecting with consumers in a way no traditional dealership has. They removed the roadblocks that frustrate buyers and made selling a car easy, fast, and enjoyable—earning them not just customers, but brand advocates. I help dealerships do the same by eliminating friction, designing a seamless consumer experience, and reclaiming market share. The goal isn’t just to be an option—it’s to be the option.

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Darrell Steed
President
SmartWolf Consulting/Street Smarts
Website: www.smartwolfconsulting.com / www.autostreetsmarts.com

LinkedIn: www.linkedin.com/in/darrell-steed-54a98145

Facebook: www.facebook.com/darrell.steed

Instagram: www.instagram.com/darrell2443/