I hate that I have to write this article. I hate that life has to end. I hate that our industry lost a legend. I hate that so many car people will never get the chance to see the Alpha Dawg live on stage or hear him tell the story of driving through Atlanta with his mattresses strapped to the roof of his car…
But Jim Ziegler would say, “Suck it up, buttercup. Elvis has left the building.” You better focus, Little Buddy (I hated that, by the way), and you better write me one hell of an article and the tribute I deserve—LOL!
He would not want anyone to be sad that he is gone, but he damn sure would want us to remember that he was here and that he made our industry better because he was. And he would want us all to know that he was the greatest car salesman, sales manager, and F&I manager that ever lived—set records, broke records, changed lives, and made lots and lots of money!
When DigitalDealer.com asked me to take over Jim’s long-running “Dealer Advocate” column in the magazine, I was honored—but I wanted to get Jim’s blessing before I accepted. Of course, Jim was thrilled with the idea and gave me his blessing. I agreed with a heavy heart. It was the end of an era. And it also meant I would have to write the article I am fighting through right now… the article that honors an industry legend, an incredible car guy, a dealers’ advocate, and a very close friend, mentor, and business partner for almost two decades.
When I sold cars in New Jersey in the late ’90s, the big trainers and consultants in the industry were Joe Verde, Grant Cardone, and Jim Ziegler. They were all industry-famous and making a lot of money, but Jim was the rockstar. He carried himself like a celebrity rockstar. Designer suits, gold, diamonds, Rolex, sports car, etc.—he was dripping “car guy.” And he loved that role. He truly leaned into his “Da’Man” and then his “Alpha Dawg” persona.
Now, to some, he was too much. Some said he was too loud and obnoxious. Some said his ego was too much. He didn’t play nice in the sandbox. He was very opinionated, and so on and so on. And so what? He wasn’t for everyone, that’s for sure. But people hate the Pope because he’s Catholic. That means you cannot please everyone, and Jim did NOT try to please the masses. He marched to the beat of his own drum. He had his “code,” his moral compass, and it shined true north.
He loved our industry so very much. I wish I could articulate how much that man loved the car business and everyone within it. He dedicated his entire life—almost half of a century—to mastering his craft and helping hundreds of thousands of people: from the OEMs, associations (NADA, NCM, state, local), to dealer groups, dealerships, individual automotive sales professionals, managers, and vendor partners.
Jim was the Dealers’ Advocate. He tackled issues that affected Dealers and their teams. Whether it was the manufacturers or if it was vendors, it did not matter—he was the Dealers’ voice and their protector. It was Jim Ziegler that went head-to-head with Scott Painter, the former CEO of TrueCar when he felt he was attacking Dealers or CarGurus or anyone that he felt was hurting or taking advantage of Dealers. His column was one of the most read in the entire Automotive Industry. It is what made him famous.
Jim’s approach to the industry and life was not fake or manufactured. It manifested from not having much as a kid. He came from humble beginnings. His family could not afford many luxuries, and he didn’t like going without. He didn’t like wanting things he couldn’t have. He swore to himself that he would be successful one day and would never feel that disappointment again.
Jim was always an overachiever, even as a child. One of his greatest joys and accomplishments was becoming and mastering the Eagle Scouts. As a matter of fact, Jim was so good at it that it pissed all the other Eagle Scouts off because he won every single contest and earned every badge there was to achieve. He was relentless—he showed no mercy in competition.
The Eagle Scouts actually had to create his own separate category because he ran circles around the other kids. There was one time there was a contest, and the prize was a sleeping bag. Jim wanted that sleeping bag so much—not just as a trophy for his hard work, but because his family couldn’t afford to buy it for him. And of course, Jim won. But the other Eagle Scouts complained that Jim “always” wins, so they did NOT give it to him. He didn’t receive the sleeping bag that he righteously won. He was appalled.
I personally think this is where the world created a monster. The Alpha Dawg was born that day. He decided to eradicate mediocrity and abolish the “participation trophy” mentality. He said “Average is just the leader of the sucks.” He said we are all capable of greatness! If he could make himself successful after being bald, fat, divorced and broke… ANYONE CAN DO IT! God Bless the Automobile Industry.
He truly believed the automobile industry is the most incredible profession in the United States. You can literally make as much money as you can earn. But the key word is “earn.”
He’s famous for saying, “Master your craft in automotive sales, just like you would study to get a master’s degree in any other profession.”
Think about that advice… You can go to a four-year, six-year, eight-year, or even a 12-year university trying to master math, science, law, medicine, etc. Why would you not put that level of dedication, intensity, and commitment into your automotive profession? You can make more money than any and all of those professions in our industry. Look at Cody Carter, one of my clients and a good friend. Cody sold 1,408 units in 2023 and he sold 1,432 units in 2024 and generated over $1,100,000 in personal income as a Showroom Sales Consultant at Tustin Toyota. Cody earns more money than most Doctors, Lawyers, Astronauts, and Engineers—COMBINED!
Ziegler was not shy about telling people that his pinky ring cost more than their annual salary—or that the jewelry on just one of his hands was their entire net worth.
Dammmmmmnnnn!
Let’s be clear—he didn’t have Tourette’s. He didn’t just blurt those things randomly. It was usually when someone heckled him or if someone wasn’t paying attention at one of his seminars. He would remind them in his Alpha Dawg way that he was “Da’Man,” and they better pay attention and learn something—because he had mastered his craft, and they needed to listen if they wanted to achieve even a fraction of what he had.
Like any of the greats in any other industry, he was a fan of the craft. Just like Michael Jordan, Tom Brady, Bruce Lee, or Dave Chappelle. All of these legends not only mastered their craft and were arguably the GOAT, they were superfans of the craft.
They studied the craft. They appreciated other artists and experts in their genre. Jim studied the greats like Jackie B. Cooper and Joe Girard within the automotive sales industry, but he also looked outside automotive to the professional speaking industry (National Speakers Association), to legends like Zig Ziglar (no relation).
Jim studied anyone and anything that would further his evolution as a master of HIS craft. He had an ego, but he was humble enough to know that inspiration, guidance, and knowledge came from all places and all people.
That is how my story with Jim collides…
I was already blowing up with Dealer Synergy, already a multi-millionaire, already solidifying my place in the automotive sales industry with my subject matter expertise in Internet Sales, BDC, CRM, and Digital Marketing—all the things that Jim was not an expert in (at the time).
I’ll never forget—17 years ago, Jim attended my Internet Sales Training Workshop in Philadelphia and he was just so blown away. He was on video saying, “Man, look at this kid Sean Bradley, he is a genius. He is me 25 years ago (He was actually 30 years older than me). This kid is making so much money.”
Jim was an expert at recognizing talent. After that day, we were connected. I would break down everything I knew about Internet Sales, BDC, CRM, technology, etc., and in return, he would break down the traditional side of the business—Sales Management, Desking, F&I, etc.
We complemented each other. We inspired each other in different ways. Both of us took what the other showed and ran with it. It blows my mind how Jim, in his 60s, reinvented himself as an Internet Sales Trainer—LOL!
We created the “Dealer Battle Plan” together and had a couple of successful conferences nationally. Then I had a near-fatal jet ski accident in Puerto Rico. Jim broke the news to the industry—and that was our first falling out. I was pissed because I didn’t want anyone to know.
I predicted what would happen if people knew—and it did. There were some dealers who didn’t pay us because they were waiting to see if I was going to die. That was a crazy time. I was stranded in Puerto Rico, half-dead, and Karen was flying back and forth from Philly with the business and the kids to San Juan, Centro Medico. Jim decided to dissolve the Dealer Battle Plan and he started his “Internet Battle Plan.” I didn’t die—three months later, I was back to grinding and I started the “Internet Sales 20 Group.” Jim and I reconnected and supported each other’s conferences. The show must go on, right?
But our friendship grew tighter. Jim confided in me that out of his entire career, he had never met someone like me—with my talent and drive. He said I was the closest talent he had ever seen to him. LOL! The heck!
But coming from Jim, that was the most incredible compliment I think he ever gave anyone.
Then without skipping a beat, he tells me that I NEED to join the NSA. The heck? I knew I was a great speaker—I didn’t need any “NSA.”
“No, Sean. The NSA isn’t where you learn how to speak. The National Speakers Association is where you go to learn how to make a TON OF MONEY as a professional PAID speaker.”
OK, that got my attention.
The NSA was where you went to learn from the best speakers in the world. You learned to master the craft of speaking: Stagecraft, Neurolinguistics, Storytelling, Ad-libbing, Humor, Keynote, etc. Then there was this thing: “CSP”—Certified Speaking Professional designation.
I was a college dropout, ex-gang member, ex-federal convict. I lost six years of my life by the time I was 22 years old (before I got into the car business 30+ years ago). So this professional accreditation intrigued me.
I studied the craft of professional speaking like I mastered everything else in my life: The Streets, Prison, The Auto Industry, Entrepreneurship.
And in 2014, I earned my CSP. One year later, I was accepted into the Million Dollar Speakers Group. It’s the most prestigious mastermind group in the National Speakers Association. There are only 100 members in the world. You have to earn over $1,000,000 in paid speaking gigs in a year. (I blew past that.)
Because of my membership in the NSA, I was able to pitch a book concept to Wiley Publishing—the #1 business book publishing company in the U.S. (multi-billion dollar company). They signed me to a book deal for Win the Game of Googleopoly.
The book blew up! I did a book tour in Barnes & Noble all over the country—in cities like New York City (5th Ave), Chicago, Boston, etc. Book signings, book cover in the main windows. Books all over Hudson Booksellers in airports across the U.S. The book became a bestseller and is now all over the world in multiple languages and countries.
And I have Jim Ziegler to thank for that. I never even heard of the NSA before him. Don’t get me wrong—I did ALL the work. But he guided me, as a mentor should do. With his experience and wisdom, he pointed me in the right direction and I kicked the door down.
I could write a book on everything I’ve learned in the NSA these last 15 years.
So many amazing, brilliant, and famous people. NYT bestselling authors, TV stars, pro athletes. And when I had my nationally syndicated radio show, I leveraged my NSA connections for my Against All Odds Radio Show—conducting interviews with people like NBA All-Star Mark Eaton (his last interview before he passed), NFL great Karl Mecklenburg, NSA Hall of Famer Shep Hyken, Navy SEAL Lt. Commander Sean Matson, and so many more.
Lifelong relationships were formed. Life lessons learned.
And if that wasn’t enough—rolling through the NSA Conference (literally—we had to wheel Jim in a wheelchair one year) with Jim was like rolling with the Mayor.
Just like he and Debbie were celebrities at NADA, Jim was royalty at the NSA conference. Everyone knew Jim Ziegler. I was blown away—he wasn’t just “Da’Man” in the automotive industry. He was the “Mayor” at the NSA too.
One funny story: One year, it was me, Cory Mosley, Mark Tewart, and Jim Ziegler at the NSA, and Grant Cardone was speaking as a special guest. We all sat in the front row of Grant’s session to mess with him a little.
We all respected Grant—and the feeling was mutual—we were just showing him some professional love, but it surprised him a little. 🙂
What’s crazy is that I know Jim tried to tell numerous people in the car industry about the NSA, but most made excuses and never took his advice. But one who did was another close friend of Jim and mine—Cory Mosley.
Cory also earned his CSP accreditation. We both appreciate Jim suggesting it to us, and we’re glad we listened. We were smart enough to realize that “success leaves clues,” and when someone like Jim tells you something, you better pay attention.
That’s the thing with Jim—he would try to help everyone and anyone. He was wired that way—to help people do more, be more, and achieve more.
In regard to the NSA and being a “professional” speaker, I highly suggest ALL automotive sales pros join Toastmasters to learn and master the art of speaking. If you think about it, speaking is our main instrument—our main weapon—and most in our industry never really develop the skill.
Yes, some people have raw talent, but imagine how much better they could be if they sharpened that saw? And after you master the basics and the art of speaking, then you should join the National Speakers Association. They have both local chapters and national events. It will take your career to the next level.
I’m serious when I say that all automotive sales professionals, managers, and dealers should immerse themselves in both Toastmasters and the NSA. But for vendors and OEMs—this should be mandatory.
Remember, if you want the things the average person doesn’t have, you have to be willing to do the things the average person is not willing to do (legally, morally, and ethically speaking, of course).
Look at Cory Mosley—he did amazing in the automotive industry, but he took his career to a whole other level. He became a business coach, then co-host of Virginia This Morning (a morning TV talk show), and a bestselling author of numerous books. Cory too is a CSP in the NSA—and a lot of the connections, mentors, and resources that helped him, came from the NSA and from Jim Ziegler pushing him to join and maximize it.
Jim wasn’t just a business connection for me. Yes, we did a lot professionally. Many, many conferences together. Yes, we trained a ton of automotive sales pros, managers, and dealers. Yes, we created a video-on-demand training, tracking, testing, and certification platform. We traveled all over the country together creating content—and absolutely, we made a lot of money together.
But we also were close friends. Our families spent time together. One of my favorite memories was a cruise that me, Karen, and all four of our kids took with Jim and Debbie. We had so much fun on the Royal Caribbean cruise.
First of all, Jim rarely ever took a vacation. Debbie would have to force him to stop, unplug, and relax—but we all did just that. We put the car biz on hold for a week, and we had a blast.
Jim was hilarious and amazing with our family—he loved spending time with our kids like a grandpa!
And man, he loved his wife.Karen and I would always tell them both what a true inspiration they were. They were inseparable—just like Karen and I are.
One of my favorite pictures is of Jim and Debbie on that cruise. The ship had professional photographers, and this night was formal dinner night—we were dressed to the nines. Jim and Debbie had that iconic “Titanic” love pose, and they looked beautiful. We did everything on that trip—on the ship and at the excursions in every country we visited.
Did I mention Jim was hilarious?
Another time our families spent time together was during the Internet Sales 20 Group in Los Angeles. We’d either arrive early or stay later (or both) when it came to our conferences so we could mix business and pleasure. The Bradleys and the Zieglers did it all—Sunset Boulevard, the Hollywood Walk of Fame, Beverly Hills, shopping, etc. And Jim and Debbie were amazing with our kids. So kind. So fun.
One more personal memory I’ll share… It has to do with Jim and Louis XIII. Like most of you, I read all the articles about Jim sipping Louis XIII in his Dealer Advocate columns.
One weekend, Karen and I flew into Atlanta to spend time with Jim and Debbie at their beautiful home. We were downstairs in his basement, and he cracked open one of his bottles of Louis XIII (he had five unopened bottles).
I—of course—bust out my video camera, and I record him going through the full history of Louis XIII Cognac. Man, Jim had the wrap tight! He explained all the details, the ritual, and of course, the price. Back then, it was $1,800 a bottle (today it goes for $4,500). We started taking shots, telling stories—and then it turned into who could outdrink who. It was hilarious.
I even said on camera how surreal it was: I used to read his articles about Louis XIII… and here I was, in his house, crushing a bottle of it in his basement with the Alpha Dawg himself.
Now, I won’t say who won that contest… but I will say, we had a whole new respect for each other after that. And that both of our wives are saints.
People ask me and Karen all the time, “How do you work with your spouse?” They ask like it’s a bad thing or like we’re crazy. But honestly, after 18 years together—and 18 years of working together—we can’t even fathom it any other way. Karen is my Queen, my wife, the mother of my children, my best friend, and the absolute best business partner I could ever ask for or hope for.
That’s exactly the same way Jim felt about Debbie.
Forty-five years of marriage. They personify “power couple.” They complemented each other in every way. They enhanced each other. Jim did a lot of amazing things in his life, but anyone who knows Jim will tell you—his greatest achievement, his greatest joy—was his wife, Debbie. She was his “smokin’ hot trophy wife.”
Funny story…
Debbie was an “up” at Jim’s dealership. He sold her a car and maxed the gross. And as Jim loved to tell the story—he wound up falling in love with her and making all those car payments for the next 4 or 5 years—LOL!
Debbie will tell you she didn’t even like or want the car. But Jim is Jim—and he sold her the dream.
Jim was one of the absolute best closers in the automotive industry—ever. Not just because of all the records or all the money… but because he closed Debbie. She was way out of his league. He spotted her, sold her the dream, married way above, and stayed married for 45 years. He gave her a “we owe” that she tried to cash for 45 years! 😂
All jokes aside, the love they shared was so pure and beautiful. They built a home, a family—with their son Zack—and they built an automotive empire. They helped hundreds of thousands of people over four-plus decades be more, do more, and achieve more.
Their contribution to our industry is only eclipsed by the love they shared. That’s once-in-a-lifetime love, and I hope to have that kind of longevity in my marriage to my Queen, Karen, like the Zieglers had.
One last lesson I want to share with you from Jim Ziegler: “Be careful of distractions disguised as opportunities.” WOW! That is so profound and it is so relevant to everyone. Car Salesman, Managers, Dealers, Vendors. Out of the Automotive Industry, Entrepreneurs, Professional Speakers. Everyone, please understand that time is the most precious commodity we all possess. There are only 86,400 seconds in a day and once they are gone, they are gone forever. There are no do overs. So make sure that every single day you are focusing on the most important things, not distractions disguised as opportunities.
As I wrap this tribute to a legend—my friend Jim—I ask you to keep his legacy alive.
If you have a memory of him, share it. If you were friends with Jim and Debbie or if they inspired you or helped you in any way—reach out to his wife and let her know. Imagine how she must feel—that her King is no longer by her side. Let her know that all of his sacrifices were for something.
Also, please go to Amazon and buy one of Jim’s books—or hell, buy a lot of them for your entire dealership, 20 Group, or association. Support Jim’s wife Debbie like he supported all of us for so long.
And yes, I absolutely cracked open a $4,500 bottle of Louis XIII, poured out a little for my friend Jim, and had a couple of glasses as I finished this article.
Rest in Power, King.
On behalf of the entire automotive industry, I want to thank you for all that you have done for us. I pray for you, for your family, and for everyone that loves you.
