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PODCAST

Selling In The Motor Trade

Simon Bowkett, from Symco Training, shares tips and ideas on selling in the motor trade from a sales and aftersales perspective, as well as interviews with industry leaders sharing some of their best practices. To find out more visit www.symcotraining.co.uk

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All Episodes

18:15

What’s Your Best Price?

Selling In The Motor Trade ·

2023/09/28

A much requested topic this week. We look at when a customer asks about the best price at the start of the conversation. We talking about before they’ve even sat in the car, within the first 2 minutes. After listening to this episode, you will leave with 3 techniques that can help you navigate this question. Here are the highlights: {02:24} Small talk {04:17} Easiest part of my job {07:11} Is the car is right {12:12} Don’t take it personally {12:36} Read your customer {12.45} Slow them down, by

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20:31

I need to check with….

Selling In The Motor Trade ·

2023/09/21

Lots of sales people, even very experienced struggle when a customer needs to speak to their wife, husband, partner or boss etc. This episode covers techniques to help you discover any objections, that might be masked by a decision deferral. Here are the highlights: {01:16} Deal with it at the beginning {05:52} Business to Business sale {07:00} Shaking hands {08:11} Involve everyone {10.32} Are the kids involved {11:50} Eddie Expert About Symco Training: Symco Training was founded in 2000 by Simon

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15:51

Unsold Prospects

Selling In The Motor Trade ·

2023/09/14

When is the ideal time to follow up unsold prospects and what should you say? This episode will give you an outline call structure, time to call and what to discuss. Another essential listen in your morning meeting. Here are the highlights: {01:33} Typical follow up call {04:39} Your introduction {05:50} Get the green light {07:01} The excuse {08:50} Questions {10:38} Scale 1-10 About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to

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22:06

Objections - Paint & Fabric Protection

Selling In The Motor Trade ·

2023/09/07

A highly requested topic this time, handling Paint and Fabric Protections objections. We a look at techniques to help explain the benefits to your customers, and also give you or your sales team confidence in the product. A great listen for your next sales meeting. Here are the highlights: {01.19} Posh polish {04:28} Application {06:12} Manufacturer Approved {06:53} Profit isn’t a dirty word {09.06} Chanel No.5 {10:54} BBC Panorama {16:59} Comparisons About Symco Training: Symco Training was

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18:28

Starbucks

Selling In The Motor Trade ·

2023/08/17

A short business story for you about the growth of Starbucks. We can learn a lot from Howard’s business journey, his dedication and resilience, and also the belief he had in selling the experience to his customers. However, the Starbucks story could have been very different if Howard hadn’t taken action in 2009 to turn its fortunes around. Here are the highlights: {01.45} Howard Schultz {02:31} How it all started {08:42} Name on the cup {11:05} Investment {13:57} Closing every store in America

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36:50

Innovation, Fairness and Harmony

Selling In The Motor Trade ·

2023/08/10

Jason Cranswick Chief Operating Officer at MARUBENI AUTO INVESTMENT (UK) LIMITED and Managing Director of Norton Way Group is back with us for the second instalment of his interview. We look at the importance of a robust sales process, but also having the freedom to work within it. How culture is more important than strategy and also look at the culture within Marubeni. Here are the highlights: {00:41} Robust Sales Process {07:54} Symchecks {13:00} Marubeni {25:30} How to integrate a business

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13:25

Cash Conversions!

Selling In The Motor Trade ·

2023/08/03

A little bitesize sales meeting episode on good old cash conversions! Yes, they are still relevant in 2023, as customers think they will get a better deal. We look at a few techniques for sales people and business managers alike, to maximise these opportunities. Here are the highlights: {01:02} Stop asking the funding question {02:15} Savings or loan {02:51} Assumptive {03:20} Budget {06:53} Depreciation {07:14} Offers About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it

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30:27

Make the Decisions

Selling In The Motor Trade ·

2023/07/27

This week we delighted to talk with Jason Cranswick Chief Operating Officer at MARUBENI AUTO INVESTMENT (UK) LIMITED and Managing Director of Norton Way Group. Jason is unusual, in the fact that he has worked for dealer groups, manufacturers and a disruptor. This background brings a vast wealth of knowledge that we tap into for this two part interview. There are take-home points for everyone whether you work in sales, service, management or you’re an investor. Here are the highlights: {01:29} Where

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20:51

Time & Money

Selling In The Motor Trade ·

2023/07/20

In this episode Simon and Andrew Clark (Operations Director, Symco Training) delve into the challenges of recruiting. Attracting the right calibre of staff is becoming increasing difficult, and with agency there is the risk of losing quality sales team members. How do we deal with these issues going forward and where do we try and recruit from? Here are the highlights: {02:10} Challenges for the trade {02:56} The right people, the right mentality {05:17} Talent Drain {06:46} Where do we recruit from

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30:47

Are Car Sales People Still Going to Be Relevant?

Selling In The Motor Trade ·

2023/07/13

Alistair Horsburgh, Group Chief Strategy Officer, from CitNOW Group, returns this week to chat about everything from Artificial Intelligence and Sales Agency to looking at future investments. One of the biggest challenges to sales and service staff is time, and we discuss that there will always be opposing views about AI, but it should be used to help staff and bring efficiencies. When looking for future investments Alistair explains that you need to understand how you current offering helps your

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16:42

Agency and Emerging Brands

Selling In The Motor Trade ·

2023/07/05

Kenneth joins us again to look at the agency model, customer confidence, emerging brands and the ownership journey. Under the agency model, how are the OEMs going to value trade-ins, deal with pre-registrations and are they going to proactive or reactive? Something for everyone in this episode, whether you’re a sales executive, manager or investor. Here are the highlights: {02:50} Emerging brands {03:48} Pre-registrations {07:00} Cheaper staff costs {10:06} Trade-in values {13:14} Used car prices

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32:28

Can You Wow Your Customer?

Selling In The Motor Trade ·

2023/06/28

It’s a pleasure to have Alistair Horsburgh, Group Chief Strategy Officer, from CitNOW Group, with us this week to tell us about the group and his career path so far. We discuss how a dealer’s digital presence is key but also presents challenges in how to differentiate a business. This then leads us on to examine the ever evolving decision journey a consumer makes when buying a vehicle. Alistair will be back with us in a couple of weeks to chat about everything from Artificial Intelligence to Sales

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23:59

Where is the Industry Going?

Selling In The Motor Trade ·

2023/06/21

Delighted to have Kenneth Purdon from The Specialist Car Buyer Ltd with us this episode. We discuss where the market is at the moment, what direction its going in, stock levels, and whether the Chinese Manufacturers will increase their presence in Europe and the UK. This then leads us on to talk about electric vehicles with the challenges and advantages they bring. Kenneth will be back with us in another episode to discuss the hot topic of the agency. Here are the highlights: {01:38} Arnold Clark

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40:58

Agency - The Customer Has To Be Front and Centre

Selling In The Motor Trade ·

2023/06/14

This week we have the second part of our interview with John O’Hanlon, CEO of Waylands, looking at everything from acquisitions to agency and beyond. John explains that the Waylands strategy for acquisitions focuses on region and brand, with a very strong emphasis on electric vehicles. The group is working with brands that can achieve volume and growth, whilst also believing there is strength in dominating an area. They are more prepared than most for agency and trusting in their partners to get it

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31:26

Skills for Handling Service Objections

Selling In The Motor Trade ·

2023/06/07

This is the third instalment of our discussions round aftersales with Darren Bedford and Colin McAllister. Are your service advisors struggling with upselling? Sometimes it’s not what we say but how we say it. How facts are presented to the customer can make all the difference. From what the Tech says in the VHC video to how that is followed up by the advisor. After listening to this episode, you will have some ideas to put in place in your department, or role, that will build you or your team’s

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33:18

Know Your Business, Know Your Numbers with John O’Hanlon

Selling In The Motor Trade ·

2023/06/01

We welcome John O’Hanlon from Waylands to the podcast this week. John started his career as a chartered accountant with Grant Thornton, specialising in consultancy in the motor trade. He then set up Ridgeway Garages with David Newman, and built it to a 30 dealer group which was subsequently sold to Marshalls. John believes that great dealerships and groups all have a culture that cares, with their staff taking pride in the business and having a ‘can do’ attitude. He also emphasises that its

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27:29

Educated Decision, Rather Than an Ignorant Risk

Selling In The Motor Trade ·

2023/05/25

We are joined by Darren Bedford and Colin McAllister again following on from our discussion last time and look at how we can implement good processes in the service department. How can your technicians get all the work done, how can your service advisors get time to upsell and how do you keep your customers happy? These are just some of the questions we look at and pass on our we have learned. From setting the agenda to separating the customer appointment from the vehicle appointment and more. Here

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31:40

Advantages & Disadvantages of Agency with Dale Wyatt

Selling In The Motor Trade ·

2023/05/18

Dale Wyatt, Director Automobile – Suzuki GB PLC, continues his discussion with us and this week we move on to agency. From Dale’s perspective the dealership is the physical embodiment of the brand, and the dealer is where the value is. Agency is a huge culture change, which is underestimated by a lot of OEMS. There are upsides for the dealer in agency, from stocking to debts, but do theses outweigh the disadvantages? What delivers success, and what should you focus on to achieve it? Here are the

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24:02

All Hail The Golden Hour

Selling In The Motor Trade ·

2023/05/10

In this episode Simon, Darren Bedford and Colin McAllister look at the service department and strategies for the ‘Golden Hour’. With current financial pressures, customers are delaying servicing their vehicles. Then when the cars eventually come in to the dealership, more work needs to be done due to the delay. Also, as previously discussed, finding Technicians is becoming increasingly difficult, and we need to be more inventive in our recruitment processes. These circumstances and others put

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33:12

Measure the Lead Not the Lag with Dale Wyatt

Selling In The Motor Trade ·

2023/05/03

Dale Wyatt, Director Automobile – Suzuki GB PLC, joins us to discuss processes and activity. From starting his career as a door to door salesperson, to working with Volkswagen Group, Dale has developed a great depth of experience in sales and the motor trade. He firmly believes that you have to respect the process, and although you can short it, it will catch up with you. At Suzuki, they have focused on people and process skills, in order to become a highly trusted brand. Dale understands that

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