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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

39:40

Be the Car Guy

Selling In The Motor Trade ·

2025/01/30

We continue our interview Jono O’Byrne, Sales Director for Endeavour Automotive. Starting off with being a mentor and learning from Billie Jean King. Jono has also worked in a couple of different agency modules, so he shares the benefit of his experience. We also look at how you move up the career ladder from sales to management, and making the job yours to lose. Then closing with Jono’s top tip. Here are the highlights: {01:54} Billie Jean King {08:40} EV Targets {17:48} Value of traditional car

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41:00

The Power of Customer Service

Selling In The Motor Trade ·

2025/01/23

We are delighted to welcome Jono O’Byrne, Sales Director for Endeavour Automotive. Jono tells us about his journey in the motor trade, experiences and mantras. Simon trained Jono when he was first starting out, so it was lovely catch up again. There such a lot to discuss, and so much inspiration given, that we have had to split this interview into two episodes. In this part we look at Jono’s background, how to manage 23 sites, points to assess when looking at your business and his mentors. Here

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57:04

Selling Used EVs

Selling In The Motor Trade ·

2025/01/16

Umesh Samani - Owner of Specialist Cars Stoke, and Chairman of the IMDA, joins us to chat about selling used EVs. We focus on used electric vehicles from an independent dealer’s point of view. The challenges buying and selling them initially creates and the opportunities afforded once mastered. At the moment approximately 6% of vehicles on Auto Trader are EVs, but this is growing all the time and gaining knowledge and confidence to sell them early is the key to ensuring future success. We discuss

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46:06

Books for 2025

Selling In The Motor Trade ·

2025/01/09

We are delighted to welcome back Jason Cranswick with another instalment of our book club. In this episode we discuss a selection of books that are brilliant to have on your reading list for 2025, if self-improvement is one of your goals for the year. The nine books we are recommending, cover everything from effective habits, to using AI, understanding behavioural science and managing the direction of your career path. These books can really increase your skill set, help you manage and understand

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25:48

Importance of the Trial Close

Selling In The Motor Trade ·

2024/12/19

This episode its time to look at the trial close, test close or pre close, whatever you like to call it. Its an important stage that can’t be missed, as it’s asked to ensure the car is right for the customer, before you go to the numbers. Think of it like a proposal, if you went to straight to the wedding without asking the question, it would be too much, too soon. Here are the highlights: {00:57} What is the purpose of a trial close? {02:07} Why we should do it? {04:32} When do we ask it? {05:31} 3

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11:22

Best Price

Selling In The Motor Trade ·

2024/12/12

Welcome to the next instalment of our very popular ‘Meet & Greet’ series, and this time we look at ‘What’s your best price?’ A lot of sales managers are using this mini-series to play in their sales meetings, helping to motivate and build the knowledge of their teams. Let's look at three ideas to help you handle this objection: getting the numbers right, customer’s trade-in and speed them up to slow them down. Here are the highlights: {01:17} Paint the picture {01:40} How do you currently deal

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46:24

VHC Call

Selling In The Motor Trade ·

2024/12/05

We return to our ‘5 Key Touch Points’ in service with Darren Bedford. In this episode we focus on the VHC Call. When it comes to this, planning is everything and structuring your call will increase your chances of success, whilst ensuring you give all relevant information to the customer. We discuss various techniques to aid with tyre sales and being mindful of the language used to describe red and amber work. Darren also explains how to present amber work in way that gives the customer the choice

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11:31

Just Looking!

Selling In The Motor Trade ·

2024/11/28

Following on from our recent episode exploring ‘Meet & Greet’ styles, we look at objection handling skills for ‘I’m just looking’ with walk-in customers. The trick is to slow these customers down, and open them up. If you are frequently told this, it may be helpful to go back to our Meet & Greet episode, as the work tracks explained there could help avoid it. We discuss three different ways to navigate this objection: the ‘Columbo’, sign posting and the ‘David Lewis’. Here are the highlights:

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20:06

The Ever Important Meet & Greet

Selling In The Motor Trade ·

2024/11/21

This episode has been requested by one of our loyal listeners. His sales team were struggling to meet and greet customers that walk in, as so many initial contacts are made digitally or over the phone. Simon explains that we should treat meeting a customer like an interview. They are interviewing you to be their sales person. Now, that’s a scary thought! We then explore some straight forward techniques that can help get over the initial barriers and start a conversation. It’s important to be

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01:09:01

EV Experts

Selling In The Motor Trade ·

2024/11/14

We are very pleased to announce our podcast association with Carwow, and look forward to working with the team. Estelle Miller, the inspiring Co-Founder of EV Experts Ltd, has been kindly introduced to us by Carwow, and we are delighted to share her interview in this episode. Estelle and her husband Martin, established the business in 2017, with the aim to help customers make informed decisions about moving to EV. They had experienced difficulties themselves when trying to source a second hand

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36:46

Drop Off

Selling In The Motor Trade ·

2024/11/07

We continue with the second instalment of our much requested series on the 5 key touch points in your service department. Darren Bedford joins us again, to provide expert guidance for your team with the vehicle drop off. What does a good vehicle drop off look like these days? We have self-service options with 100% of upsells offered to 100% customers, 100% of the time. Is the human interaction still needed? Although we are not talking about the vehicle health check in this episode, it’s important

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44:35

Interview with John Veichmanis

Selling In The Motor Trade ·

2024/10/31

It is with great pleasure that we interview John Veichmanis, CEO of Carwow. John certainly has admirable credentials, with 30 years experience working for global brands including Dell, Apple and Skype. The second half of his career has been focused on helping to build scalable marketplaces for Expedia, Farfetch and Carwow. We delve into some of the myths around Carwow. How they have grown and changed in the last four years to become a marketplace that is trusted by customers, dealers and OEMs

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40:56

When Do You Start Closing?

Selling In The Motor Trade ·

2024/10/24

We are very pleased to interview Matthew Elwell co-founder of Elite Closing Academy. Matt discusses his journey from door to door sales to starting his own training company. Closing is obviously an essential skill to anyone in sales, and great closers are like anyone who is a master of their trade, they do the basics every time. We look at when to start closing and how to earn the right to close. Some great tips for anyone in sales. Here are the highlights: {07:28} Learning from the All Blacks

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41:08

Crystal Ball Time!

Selling In The Motor Trade ·

2024/10/17

We welcome back our Operations Director Andrew Clark, to have a discussion round EV’s, pay per mile, OEM’s and tariffs. There is a lot of discussion around pay per mile at the moment, as the government looks to replace their lost revenue from electric cars. Obviously, that raises questions around how this would be managed, and the technology in our cars. This then leads us onto looking at the manufactures, and how they are going handle their zero emission production targets for new cars, the future

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49:09

Proving the Naysayers Wrong

Selling In The Motor Trade ·

2024/10/10

It’s our pleasure to introduce Richard Keeney, Co- Founder of the Markee Group, who were pioneers of bite sized video training modules in the United States. Richard has been in the industry for 46 years and he talks us through his journey, from car sales to starting the Markee Group with David Martin. There is a lot he’s learnt on the way, and we delve into what makes a great dealer, a great sales person or service advisor. Here are the highlights: {04:19} Don’t prejudge {15:34} Prove the naysayers

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29:18

Not Enough Time!

Selling In The Motor Trade ·

2024/10/03

This is the first part of a series on the 5 key touch points in your service department. We are joined by Darren Bedford to discuss the first point, which is the booking and pre-call. We hear from a lot of service advisors that they just don’t have enough time. Well one of the first things you can do to improve this, is to have a robust system in place for bookings and pre calls. Don’t miss this episode if you are looking to fine tune your service department. Here are the highlights: {01:18} 5

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38:28

Sticky Training

Selling In The Motor Trade ·

2024/09/26

This week we are joined by our new training consultant, Adam Wright. We discuss Adams journey into the motor trade and the experience he has to draw from when training. There are lots of top tips for those new and old to sales, new managers and aftersales. Everything from work ethic to prospecting. Please join us and get to know Adam. Here are the highlights: {06:40} Lead from the front {09:48} Try to do every job {16:13} Make the most of your day {28:21} Sticky training {33:07} Dinosaurs About

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27:53

Are You Going to Offer GAP?

Selling In The Motor Trade ·

2024/09/19

We can sell GAP again. However, I know some dealers aren’t going to offer it, but others will because they believe in the product. Surely, we need to let customers know about it and then let them be the judge! In this episode, we discuss when to talk about the product, how to bring it up, and then handle some common objections. Here are the highlights: {04:00} When {06:47} How {10:59} 2 Car Flippy/Flip {14:48} Objections {26:00} Promise me About Symco Training: Symco Training was founded in 2000

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38:07

How the Mighty Fall

Selling In The Motor Trade ·

2024/09/12

Welcome back to another episode of our book club, with Jason Cranswick. We discuss Good to Great, How the Might Fall and Built to Last by Jim Collins. The first book, ‘Good to Great’ looks as a number of companies and how they were good and then out performed the market 6-10 times. The second then looks at how some of those same companies then failed, and the third, does what it says on the tin. There are lots of learning points and inspiration in all three books, level 5 leader qualities, doing

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11:53

The Worst Thing to Say

Selling In The Motor Trade ·

2024/09/05

You probably hear this phrase every week in your dealership. It’s the worst thing you can say for a number of reasons: you appear desperate, it looks like there’s more money available and you will get silly figures from your customers in response. Let’s also look at what you can say instead. Here are the highlights: {01:26} The worst thing to say {01:53} Money up my sleave {02:20} Smells like desperation {02:58} Silly figures {04:00} Alternative {09:19} Stop the lie About Symco Training: Symco

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