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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

06:59

Don’t Prejudge

Selling In The Motor Trade ·

2023/04/27

This episode is as relevant to your sales team and it is to your service department. We focus on not prejudging customers, all based round another popular story about Stanford University and how it came to fruition. Whether we like it or not we all make assumptions about people, their finances and their buying habits. This is a trap that can cost you sales of vehicles, upsales in service and some instances the customer entirely. Definitely a topic to remind yourself and staff about. Here are the

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36:12

Customer Retention After Warranty

Selling In The Motor Trade ·

2023/04/20

We are back again with Jeff Cowan from Pro Talk, he is a partner of the NADA and has spoken at more Dealer20 Groups, than all the other speakers combined. Losing customers after warranty is an issue for every business, and in some cases, customers leave after their 3rd or 4th visit. Why, we didn’t help the customer with what they needed. So, in this the second instalment, of a two part interview, we look at solutions to help retain your customers throughout their warranty and after. Then we move on

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06:46

We've Always Done It That Way!

Selling In The Motor Trade ·

2023/04/13

The motor trade is ever changing, like most markets. Simon started selling cars when he was 17, he’s now 49 and obviously the way he sell cars and trains people to sell has evolved in that time For your sales meeting this week, we examine some the practices that haven’t actually changed since the Romans. Or have they! The danger is, if we don’t continually strive for improvement and development across the board, we stand still or get left behind. Again, this motivational tale may not be

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33:37

Your service staff are the key to selling customers...

Selling In The Motor Trade ·

2023/04/06

We are delighted to talk to Jeff Cowan from Pro Talk, he is a partner of the NADA and has spoken at more Dealer20 Groups, than all the other speakers combined. Jeff is also a big fan of the Indianapolis 500, and his book looks at life lessons that can be learnt from the drivers, teams and personalities within the sport. This is a two part interview, and in the first instalment, we look at the importance of your service advisors, and how investing in their development whilst holding them

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06:08

Qualify, Don’t Jump to Conclusions

Selling In The Motor Trade ·

2023/03/30

This quick bite episode is ideal to play at your morning sales meeting, to help get your team motivated for the day. We look at a story about the US Navy, which has been denied, and also claimed that it wasn’t the US Navy but the British Navy. However, although its probably not true, the morals and principals behind the story make it worth telling. No matter how long you’ve been selling, we can all fall into the trap of jumping to conclusions about our customers or situations. Here are the

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36:32

Keep it Real with Steve Curran - Part Two

Selling In The Motor Trade ·

2023/03/23

This is the final part of our discussion with Steve Curran the CEO of Total Selling Solutions, looking at top sales people and the key attributes of top performing teams. Steve explains that communication is essential when selling, starting from the customer’s initial contact and beyond. The key is to use open questions and once rapport has been established invite the customer to the dealership. One of his top tips is to focus on accountability across your team, in order to drive success. Here are

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09:08

Your Attitude Counts

Selling In The Motor Trade ·

2023/03/16

Attitude is very important in selling, and so often selling starts in our heads. An example of this is Henry Ford. He never gave up, even when he was repeatedly told something wasn’t possible, he almost took it as a challenge. We look at the story round Ford’s development of the V8 engine and see how it inspires us today, whether it’s the truth or not! Here are the highlights: {01:00} If you think you can’t you can’t. {02:45} You can have it in any colour. {04:05} It can’t be done. {06:15} Thomas

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28:43

Adhering to Best Practices with Steve Curran - Part One

Selling In The Motor Trade ·

2023/03/09

Changes within the automotive industry is something we have focussed on with a lot of our guests. Upheaval throughout the pandemic, and issues with parts and electronics certainly took their toll. So in this week’s episode, Simon talks to another fellow Aussie , Steve Curran about where the industry is going and how it has changed over the years. Now Steve is considered one of Australia's automotive industry leading motivational and sales leaders, so his insight and experience is fascinating. He

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37:40

Referrals, Referrals, Referrals - with Joni Stuker -...

Selling In The Motor Trade ·

2023/03/02

This is the second and final part of Simon’s interview with Joni Stuker. Joni has spent 36 years as an Automotive Consultant and Trainer and is one of the people who Simon met early on in his career and has been a huge influence on how he trains. She is a TED Talk presenter and has spoken several times at both the NADA and RVDA. It’s fair to say that Joni is the expert on dealing with Call Centres or Business Development Centres as they’re known in the US. On this episode Simon and Joni discuss

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22:40

The Future of Call Centres with Joni Stuker - Part One

Selling In The Motor Trade ·

2023/02/23

It was my absolute pleasure to have the brilliant Joni Stuker on the podcast this week. Joni has spent 36 years as an Automotive Consultant and Trainer and is one of the people who I met early on in my career and has molded the way I train. She is a TED Talk presenter and has spoken several times at both the NADA and RVDA. It’s fair to say that Joni is the expert on dealing with Call Centres or Business Development Centres as they’re known in the US. On this episode we’re talking all about where

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32:30

Avoiding being ghosted and more great tips - part...

Selling In The Motor Trade ·

2023/02/16

In this episode we speak again to The YouTube Diva herself, Elise Kephart, in the last of this four part series. Elise now runs her own sales training organisation in the United States, and in this episode, she offers some inspiring tips on closing sales , earning customer trust , avoiding being ghosted by the customer and much more! There are some real gems in here from someone at the absolute top of their game in the car - sales industry. Share this far and wide! Here are the highlights: (01:04)

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49:28

Interview with Jack Allman from Bumper

Selling In The Motor Trade ·

2023/02/09

This week we are joined by Jack Allman who is the co founder and the Chief Commercial Officer for Bumper - a company that's really helping service departments maximise every single result. I think this is so important because everyone knows we're going into tough economic times. So we will be chatting all about how to maximise upsell and everything in the after sales department. Here are the highlights: (03:29) What separates the good from the great in after sales? (10:08) Dealing with

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11:39

The Car Business is Not a Cake-walk - part three...

Selling In The Motor Trade ·

2023/02/02

In this week’s episode I am chatting again with Elise Kephart (if you’ve not listened to episodes 1&2 then please check them out!) We discuss how Elise got started, how becoming a mum changed her outlook, and how the concept of TEAM is so important in this business. Here are the highlights: (01:43) Ok,now I’m going to be a mum! (04:32) Its not a cake-walk (07:08) A real eye-opener (10:01) That team mentality About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it was his

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21:26

Is The Bubble About To Burst?

Selling In The Motor Trade ·

2023/01/26

In this week’s episode I am chatting again with Ian Parker - Ian began in the motor Industry in 1983 at Central West Ford selling new Fords and Used Cars in Orange NSW Australia. By 1989 Ian had established Ian Parker Motors in Orange, starting with only 9 used cars on 800sqm block, and 2 staff. Ian Parker Motors grew into a leading dealership in the Central West where everyone shopped for a quality used vehicle ~ with a quirky little jingle “Ian Parker Cares” which is still remembered today! Now

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15:45

From Camcorder to Smartphone - part two Elise Kephart

Selling In The Motor Trade ·

2023/01/19

In this episode we continue our conversation with The YouTube Diva herself, Elise Kephart. Elise now runs her own sales training organisation in the United States, and in this episode, she talks about how video has always been in her arsenal , right back to her first sales positions in the industry. She talks us through how video has evolved from cumbersome cam-corders to hi-tech smartphones and how her selling has evolved with these devices. This is the second of a three-part interview with Elise

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35:14

The Rise And Fall of the Disruptors

Selling In The Motor Trade ·

2023/01/12

I’m joined today by Darren Bedford and Andrew Clark and we've been looking at what's happening in the future and asking questions such as: Where's the motor trade going? Used car stock - what's happening there? And we've got to talking about the disruptors out there. Who are these disruptors? Are the still “disrupting” or are they on the way out? And where does that leave the rest of us? Join us as we pick apart what the motor trade looks like in 2023 Here are the highlights: (02:07) Who are these

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23:54

Knowing the objections and having that gameplan -...

Selling In The Motor Trade ·

2023/01/05

In this episode we speak to The YouTube Diva herself, Elise Kephart. Elise now runs her own sales training organization in the United States, and in this episode, she talks us through her very first car sale while still working unsociable shifts at Starbucks, and the long road to success that followed from that first paycheck. She talks us through her competitive nature and how it has absolutely brought her success and notoriety in this business. Having a game plan is key. Simon also tells the story

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10:37

Gauging the customer's priorities with SPACER

Selling In The Motor Trade ·

2022/12/22

SPACER is an acronym often used in the auto-trade to gauge what a customer’s priorities are when looking for a car. In today’s episode Simon talks you through what each letter stands for, and how it can help you cater to the needs of each individual client who walks into your showroom, because different people have different needs. Here are the highlights: (01:47) Not everyone fits in one box (03:46) Japanese Reliability (06:09) Mid-life crisis? (08:21) Comfort (as we get older) (09:10) That Alpha

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31:53

Conversational Not Controversial

Selling In The Motor Trade ·

2022/12/15

In this week’s episode I am chatting again with Ian Parker. This is the second part of a two part interview. If you’ve not caught the first episode then have a listen to that first! In this episode we continue our chat about how the motor trade had changed over the years, but also how everything changed pre-pandemic - and whether or not normality has now resumed. Ian again offers some fantastic tips and insights from his many years in the industry. So enjoy this relaxed informal chat with two

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30:05

The Forgetting Curve

Selling In The Motor Trade ·

2022/12/08

What’s your memory like? Hermann Ebbinghaus first introduced the idea of the Forgetting Curve over 100 years ago. This theory states that we are lucky to remember or retain 10% of knowledge taught. Now that's not good if you run a sales training company ! Our job is to get as much stuff into the people who are training for you as possible. Now as a company, we’ve been told that we have an 82% retention for the stuff we teach the guys after a training session - and that was 90 days after the training

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