Close The Deal Podcast With Russell Richardson

Founder: Rullsee Flips Whips @russflipswhips

Marketing That Sells Itself

How Marketing Beats the Hard Sell

If you’re waiting for customers to walk through your doors, you’re missing the point. Russell Richardson believes great marketing removes the need for great closing. Just look at Apple—no one is strong-arming you into buying an iPhone. Their message does the selling before a human ever speaks. That’s the mindset he teaches across the country: build such powerful demand that customers ask for you by name.

It’s the same principle top sales performers have quietly followed for decades: create trust and desire before the pitch. When your brand speaks with clarity, the selling part feels effortless. For Russell, it’s about building a reputation so magnetic that customers seek you out—not because you discounted harder or pushed louder, but because they already believe in your value.

Lessons From Washing Cars to Leading Teams

Russell’s journey started with a sleepover that changed his life. A friend’s dad—who happened to manage a dealership—offered him a chance to wash cars for free pizza. That humble start turned into a full-time sales career before he even graduated high school. From there, he discovered the difference mentorship makes. A boss who believed in him gave him room to make mistakes and innovate, even when others doubted the power of social media.

That early support shaped his leadership philosophy today: believe in people before they believe in themselves. He carried that mindset into every leadership role that followed. Whether training rookies on the sales floor or developing future managers, Russell emphasizes that confidence comes from being trusted—and people rise to the expectations you set for them.

Mentorship, he says, isn’t about giving instructions; it’s about unlocking potential. When someone invests belief in you, it sparks the courage to take creative risks. That’s exactly what happened when he picked up his phone and started filming.

Social Media: Your 24/7 Showroom

Russell’s “aha moment” came when he filmed a shaky YouTube review of a Lincoln Aviator. He said “uh” 50 times, but the video sold cars. That’s when it clicked—social media is the new showroom. Every clip, every post, every story is an open door. He stayed consistent, posting daily, improving his craft, and turning the camera into a magnet.

“People want to know, like, and trust you,” he says. “Social lets them do that before they ever meet you.”

Even in a market hit by COVID and inventory shortages, Russell used that downtime to double down on content. Within two years, his online presence went from local buzz to 60 million monthly views. He wasn’t chasing leads anymore; he was attracting them through trust, familiarity, and authenticity.

His philosophy is simple: social media shouldn’t feel like selling—it should feel like storytelling. Every post is a window into your work ethic, personality, and expertise. And when people connect with your story, they buy into you long before they buy from you.

The Psychology Behind Attraction Marketing

Traditional sales rely on pressure; attraction marketing relies on pull. Russell teaches that modern buyers don’t want to be convinced—they want to be confident. They research online, watch content, and read reviews before ever stepping foot in a dealership. The brands that win are the ones that guide, educate, and entertain throughout that journey.

When you consistently show up online, you’re not interrupting your customers—you’re staying visible while they’re already searching. That’s how Apple, Nike, and Tesla do it. They dominate attention before the transaction ever happens. Russell simply applies that same psychology to the dealership floor: make the customer feel empowered, not cornered.

The Three Keys to Building Momentum

When Russell teaches dealerships, he boils success down to three words:
Start. Learn. Stay.

Start posting—don’t wait to be perfect. Learn constantly—watch, analyze, and adapt. Stay consistent—because your competition won’t.

He tells every salesperson to post once per working day on Facebook, Instagram, YouTube, and TikTok. “Your next customer is probably on only one of those platforms,” he says. “So why guess?”

Consistency compounds. Every piece of content builds awareness, familiarity, and authority. And never underestimate the power of a good hook—the first two seconds determine if people stop scrolling or stay to buy.

Russell’s advice to anyone struggling with content is simple: start where you are. Don’t worry about the perfect camera, lighting, or caption. The goal is to be visible, not flawless. People relate more to real than polished.

Turning Consistency Into a Sales Machine

Russell’s formula isn’t theory—it’s tested. One video alone brought in 500 leads and still generates business a year later. Another helped sell out inventory that the local market couldn’t move. The results are measurable: more engagement, more leads, more deals, and a dealership brand that dominates its market online.

When he left the showroom to launch RFW Training, he turned his playbook into an online and in-person system that any dealership can use to scale results. His coaching focuses on removing friction between salespeople and customers by empowering both through transparency and content.

He’s proof that today’s most successful salespeople aren’t the ones making the most calls—they’re the ones creating the most connection. The camera, once a source of discomfort, has become the most powerful tool in his arsenal.



His advice for anyone in sales—cars or otherwise—is simple:
“Document your journey. People buy your story before they buy your product.”

Conclusion

Russell’s story proves that social media isn’t just for influencers—it’s for anyone who wants to control their pipeline. If you want to learn how to turn attention into action and build a business people ask for by name, this episode is for you.