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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

education how to

All Episodes

41:38

[Replay] Gavin Hydes | One Dealership to 23

Selling In The Motor Trade ·

2025/06/19

Joe Duffy Group boss Gavin Hydes on grit, culture and keeping customers happy. Over the past six months, our listenership has grown so much. Many of you missed this 2020 chat with Gavin Hydes, and regulars keep telling me it’s the episode they still quote back at their teams. So we’re giving it another spin. It was recorded mid-lockdown over Zoom, Gavin’s in a glass-and-tile Porsche showroom, so the sound’s a bit “bathroom-y”. Stick with it, the ideas are gold. Who’s Gavin? Chief Executive of the

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46:01

How Malcolm Beatty’s One-Acre Dealership Wins with a...

Selling In The Motor Trade ·

2025/06/12

In this follow-up chat, Simon sits down again with Malcolm Beatty of MB Motors in Northern Ireland. They talk through the practical things that keep a small, independent site busy: Building the right website – why Malcolm walked away from a free template, paid for a fully custom design and ended up with an award-winning website. Indoor photo booth – one set of lights, one background, and every car looks the same online, whatever the weather. Getting reviews the easy way – a printed QR

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43:07

Ex-Farmer-Turned-Dealer Mogul: From £450 Peugeot to...

Selling In The Motor Trade ·

2025/06/05

Malcolm Beatty was meant to auction cattle, not cars. But after his dad died and the family farm future vanished, the 16-year-old opened the Yellow Pages, circled “car salesman”, and never looked back. In this raw conversation, the MB Motors founder reveals: • How a £450 Peugeot 306 on his driveway became a 150-car forecourt – and why he still trusts auction sheets over glossy adverts. • The thieves who stole seven of his best cars and the brutal lessons that now keep his yard fortress secure

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10:49

5 Objection-Handling Scripts Every Service Advisor...

Selling In The Motor Trade ·

2025/05/29

Most service advisors freeze the moment a customer pushes back. This episode breaks down 5 objection-handling scripts that turn awkward “no thanks” moments into confident, ethical sales. Simon walks through: • (2:30) The tyre pitch that makes price comparisons irrelevant • (4:21) The brake fluid line that reframes the risk • (6:01) The HVAC analogy that changes minds in winter • (7:17) The old-school script that still works: Feel, Felt, Found • (8:29) A closing line so disarming it

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13:33

Email Templates Are Costing You Sales

Selling In The Motor Trade ·

2025/05/22

Speed matters. But when six dealers send back the same templated email, guess who the customer trusts? No one. In this episode, Simon breaks down: • Why quick replies aren’t the same as good ones (2:01) • The 7 digital questions every sales team should prepare for (8:10) • A smarter way to personalise replies using ChatGPT—without rewriting everything (9:04) • The exact format top salespeople at Leasing Options are using right now (12:01) This one’s for sales managers relying on

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11:13

Valuation Apps Don’t Sell Cars. You Do.

Selling In The Motor Trade ·

2025/05/15

Too many salespeople think they’re being helpful by sending valuation app links upfront. They’re not. They’re handing the deal away. In this episode, Simon breaks down how lazy reliance on digital tools is losing you sales. He explains why quoting a part-ex price before building rapport is a dead-end, how to uncover hidden objections using the “1 to 10” condition scale (24:41), and why most customers rate their banged-up car as a 10/10 without blinking. Highlights include: • [10:50] Why

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15:56

B2B Sales: Where Do You Start Prospecting?

Selling In The Motor Trade ·

2025/05/08

In this episode we look at business to business sales. Obviously, you are still dealing with people but getting to speak to the right person first of all is key. With this in mind, where do you start? Simon discusses some approaches to help when cold calling: from canvassing your suppliers to competitors of your existing customers. If your hand feels heavy prospecting your business database, then these top tips will help. Here are the highlights: {01:14} Marketing isn’t selling {02:25} Bouncing off

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35:25

The 3 Sales Mistakes That Kill Deals — And How to Fix...

Selling In The Motor Trade ·

2025/05/01

Every dealership loses deals, but do you actually know why? After 25 years of training thousands, I'm breaking down the 3 most common deal killers in the motor trade — and what top-performing salespeople do differently. In this episode: Why the trial close is make-or-break (and how most reps botch it) The subtle ways your team avoids asking for the sale How most demo drives are a mess — and what to do instead A smarter way to spot underperformance (hint: it's not a mystery shop) How to

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39:28

Chris Wiseman: Creating Disciplines for Success

Selling In The Motor Trade ·

2025/04/24

As you know we often have so much to discuss with our guests, that it covers two episodes, and our recent interview with Chris Wiseman (Managing Director – Wessex Garages) is no different. In the first instalment we discussed the OEM partnership and this week we move onto the culture within Wessex, staff recruitment and their online navigation team. We also look the how the market may be structured in the future, the barriers to success and Chris’s top tips. Here are the highlights: {01:10} What

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43:52

Partnership with Your OEM

Selling In The Motor Trade ·

2025/04/17

We welcome back Chris Wiseman (Managing Director – Wessex Garages), he first joined us on the podcast 219 episodes ago, and a lot has happened since then. Today we discuss the OEM/Dealer relationship, how that has changed and the key to its success going forward. How the new brands differ in their strategies and culture to the legacy brands and the benefits to that. We then dive into the new and used car markets, the current climate and the challenges ahead. Here are the highlights: {02:25} Growth

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37:11

Empower Your Sales People

Selling In The Motor Trade ·

2025/04/10

We continue with Joe St John, Chief Customer Officer from AutoFi, in this episode. Joe is so passionate about his role, that he went on a journey round the states, in disguise taking sales jobs in order to understand the current process good and bad. What stood out to him, is that managers are exhausted and covering many roles. Customers are more sceptical than in the past and the trust gap with the trade has grown. We discuss empowering your sales team and giving them the tools to succeed. Here

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27:03

Time Kills Deals

Selling In The Motor Trade ·

2025/04/03

We are delighted to have Joe St John, Chief Customer Officer from AutoFi, with us for the next two episodes. His background is automotive, his parents worked in dealerships, and he has been a salesman, manager and trainer in the trade for a number of years. Joe was our favourite speaker from this year’s NADA conference in New Orleans. He is so passionate about the customer experience and how we transition from their digital research to the buying process on site. As he says time kills deals, so

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42:03

Surviving & Thriving

Selling In The Motor Trade ·

2025/03/27

Gareth Williams, MD of Hatfields Motor Group joins us again, in the second instalment of his two part interview. With the changes in Jaguar in recent years, Gareth and his team have had to adapt, he elaborates on their new focus and their aims for the future. Also, as Hatfields now offer Omoda & Jeacoo, Gareth is well placed to discuss with us, the future of established brands compared to the offering from China. Then finally, we look at electric vehicles and the opportunities they offer now and

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37:04

Happy Customers and Profit

Selling In The Motor Trade ·

2025/03/20

We are delighted to be joined by Gareth Williams, Managing Director at Hatfields Motor Group. There was so much to discuss, we decided to make this a two part interview and this is the first instalment. Gareth grew up in the trade, and has worked in the industry since he finished university. After working at a Ford dealership, he went to work with his father, and they then bought that business in St Helens together. Gareth still lives by the lessons learnt during those early years, such as always

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41:05

Excellent Service = Success

Selling In The Motor Trade ·

2025/03/13

Philipp Sayler von Amende, Chief Commercial Officer for Carwow UK, joins us in this episode. Philipp grew up in the industry, as is parents had Renault, JLR and Volvo franchise dealerships. He has a great passion for the industry and has over 20 years’ experience in international markets. With that wealth of knowledge, we discuss everything from customer service, used cars, EV values to AI. Here are the highlights: {05:00} Bamboo Bikes {11:18} We all have the same goals {15:06} Challenge is in the

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54:35

Getting the Best from Your Aftersales Department

Selling In The Motor Trade ·

2025/03/06

This week we are joined by Jonathan Sharman, CEO of AutoBi. Jonathan has a wealth of knowledge and experience in the trade from selling cars to managing large dealer sites. He now focuses on aftersales and bringing real time reporting enabling teams to catch issues quickly and react to changes. We discuss the importance of being able to pivot quickly whilst implementing changes, keeping your WIP low and looking at the volume of parts stock. As we know part of the key to selling a second, third or

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41:08

NADA Wrap Up

Selling In The Motor Trade ·

2025/02/27

We continue our debrief of the 2025 NADA Convention in New Orleans in this episode. As Simon explained in Part 1, the conference features keynote speakers and breakout sessions, as well as large halls of exhibitors. We focus today on more of the breakout sessions attended and what we gained from them. They covered subjects from AI and Sales Process to service retention and influence in the motor trade. Here are the highlights: {01:42} David Lewis {12:29} Sean Toussi {18:44} Chris Mandery {20:54}

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41:48

The NADA Lowdown

Selling In The Motor Trade ·

2025/02/20

Fresh off the plane from the 2025 NADA conference in New Orleans, Simon talks about his take aways from NADA, and why we attend year on year. There was such a lot to discuss, so this is the first instalment with another to follow the week after. This year’s conference was definitely one to remember, with snow storms and flight cancellations delaying the start. Anyone attending was glad to get there in the end! We always come back from the convention with new contacts made, fresh ideas and the

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57:04

Close the Loops

Selling In The Motor Trade ·

2025/02/13

We are delighted to welcome Phil Williams – CEO of Direct Affinity CX. Phil has 37 years’ experience being a supplier in the motor trade. He started his career in subprime finance before starting Direct Affinity after the credit crunch in 2008. Phil is passionate about great customer experiences. One important element in building a good customer experience, is the culture in your business. Another is to close the loops. One way of doing that in sales is to examine your lost sales process. On

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46:54

Scared to Second Face?

Selling In The Motor Trade ·

2025/02/06

This week Stuart Wallbanks, one of our own consultants joins us talk all about sales process, the key to sales success and training. Stuart started hie career in Platts Longton, before working with Reg Vardy and then moving on to training. He explains in his view what makes a good trainer, sales person and manger. We discuss how some sales mangers can get fearful of second facing a customer, as they haven’t kept their sales skills fresh, but it can be very easily rectified. Here are the highlights:

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