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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

29:55

Plug the Gaps

Selling In The Motor Trade ·

2024/08/29

In this episode we are joined by Nick Hill, Managing Director - Big Marketing. We discuss Nick’s background, and his journey to build Big Marketing. The key to marketing is having the right mix of medium and stopping any leakage before you spend any more money. Here are the highlights: {06:05} Fast-moving industry {13:32} Self promotion {15:04} Direct Mail {15:25} Virtual SMS {20:22} Plug the gaps {26:04} Everyone is important About Symco Training: Symco Training was founded in 2000 by Simon Bowkett

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19:01

Used Car Profit

Selling In The Motor Trade ·

2024/08/22

We all want to retain as much profit as we can in a used car deal, whilst still being competitive enough to attract enquires. Obviously, there is stock turn to think about and used car use by dates. However, a lot of comes down to how your sales team are managed and paid on used cars. Here are the highlights: {01:45} Sales Manager controls profit {03:34} Sell to the boss {09:12} Value Added Products {15:41} Second face {17:09} Look at Part Exchange About Symco Training: Symco Training was founded in

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52:02

I Work For You with Daksh Gupta

Selling In The Motor Trade ·

2024/08/14

It’s with great pleasure we share our interview with Daksh Gupta, Group CEO of Huws Gray. We discuss how he started his working life, his career progression and transferring motor trade skills to other industries. Daksh still has strong automotive ties and continues to work and advise in his roles with Ford and the IMI. An inspirational discussion which has something for everyone, whether your selling cars, working in service or managing a team. Here are the highlights: {02:12} Where it all started

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08:02

Words to Avoid

Selling In The Motor Trade ·

2024/08/07

Short one for your morning meeting this time. Just a reminder of some of the words that we may use without even thinking, that our customers may take differently. Here are the highlights: {01:20} Honest {02:18} Problem {02:44} Buy {06:08} Used {06:27} Deal About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to offer its clients something different. That difference was clear to Simon from his days in the dealership when he experienced

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15:39

Good Words/Bad Words

Selling In The Motor Trade ·

2024/08/01

Today we talk about swapping some bad words for good words. However, remember it’s not just what you say, but how you say it. Here are the highlights: {02:23} Can’t {04:12} Payment {06:10} Discount {07:29} Trader {08:32} Think About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to offer its clients something different. That difference was clear to Simon from his days in the dealership when he experienced many sales trainers who had

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27:10

5 Things You Must Do!

Selling In The Motor Trade ·

2024/07/25

Following on from our previous episode, we talk about five things you must do in a demonstration drive. These points are when you have parked up and before you let the customer drive. When you park, frame the car and butterfly it, i.e. open all the doors, bonnet and boot. Gives you and your customer space to for you to show features. Here are the highlights: {05:19} Seat back {05:47} Rear Vision Mirror {07:27} Adjust Fuel Consumption {11:46} Set up Sat Nav {13:51} Take keys out of the car About

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23:04

Test Drives Don’t Work!

Selling In The Motor Trade ·

2024/07/18

Maybe a controversial one, but we don’t believe that test drives work. Demonstration Drives work - you demonstrate the right feature, to the right customer at the right time. Think about it, no one enjoys a test. The customer doesn’t want to feel like they are on their driving test. We discuss how to optimise you demonstration drives, how to make the customer feel comfortable and when to stop talking. Here are the highlights: {01:41} Right Feature, Right Customer, Right Time {02:50} Can you sell a

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51:34

Mentors Matter

Selling In The Motor Trade ·

2024/06/27

In this episode we are joined by Ashley Wiltshire, a fellow training consultant and great advocate of the motor trade. We discuss how Ashley got started in the trade, his career progression and the importance of training in the agency model. He is also a firm believer in leadership development programmes, and their role in helping you hold on to your top talent. Here are the highlights: {09:02} F & I background {15:14} Starting a business {28:28} Training for agency {31:05} Role of the Business

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35:43

Does Mystery Shopping Work?

Selling In The Motor Trade ·

2024/06/20

When is the last time you tried to buy a car from your business? I tried to buy a car recently and the experience left a lot to be desired. It ranged from being ignored to a lack of process. This wasn’t a mystery shopping exercise but a genuine need. How would you know if this happened in your business? Here are the highlights: {03:10} Assume every customer is a mystery shopper {10:17} Ignored in Mercedes {14:52} The BMW experience {24:38} Hard work customer {32:00} Identify what’s happening in

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14:29

Stop the Yeah Buts!

Selling In The Motor Trade ·

2024/06/06

In this episode Simon looks at how to coach your team without falling into the trap of criticising everything. Its easily done, but we look at some techniques to help you show them what good looks like, and get the best out of your team. We want to avoid resistance, much like when we appraise a customer’s part exchange and get buy in. Here are the highlights: {02:11} Praise the effort {03:35} Coach themselves {06:09} Resistance {08:12} 4 Questions {11:33} How often About Symco Training: Symco

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22:57

How to Succeed in Agency

Selling In The Motor Trade ·

2024/05/16

Andrew Wakelin, Regional Operations Director of Stellantis &You, returns to continue his interview and discuss how to ensure your dealership is successful in an agency model. With electric vehicle targets on everyone’s mind, we also look at strategies to help you on your way. Lastly Andrew shares his wisdom, on recruiting and staff motivation. Here are the highlights: {03:10} Customer Satisfaction & Service Plans {06:57} Preferential Treatment {09:15} Electric Vehicles {18:11} Recruiting {22:17}

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33:21

Do Yourself Out of a Job

Selling In The Motor Trade ·

2024/05/09

We are delighted to have Andrew Wakelin, Regional Operations Director -Stellantis &You, with us for the next two episodes. Andrew started in the trade valeting cars, in the days when it’s fair to say the management style was very different from what we like to see now. It was then, he vowed not to treat staff in the way he was treated and how important it is to know who is working for you. We discuss some of his successes along his career journey and his top tips for getting that promotion. Here

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36:40

Habits to Change Your Life

Selling In The Motor Trade ·

2024/05/02

Book Club is back! In this episode we review Atomic Habits by James Clear. Our habits create our lives and its little habits that can change our lives over time. This book is full of useful hints and tips that any manager could put into place instantly in their dealership to help with improvements in both results and culture. There are practical tips from habit stacking to making your habits obvious, attractive, easy and satisfying. All of which are very useful and relatable. Definitely a must

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13:54

Using AI

Selling In The Motor Trade ·

2024/04/25

AI is not going to go away, so let’s embrace it and see how it can help you in your dealership or job? We can use AI in so many ways, that the list is actually endless. However, we do need to be clever with it, and tell it what good looks like, to get great results. Will it replace staff in a dealership? Here are the highlights: {03:02} Deal for a $1 {05:06} Email Responses {08:42} Improve Marketing {11:55} Sous Chef {13:18} Will it replace staff About Symco Training: Symco Training was founded in

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14:13

Communication

Selling In The Motor Trade ·

2024/04/18

Most customers start their buying journey online or by phone, so communication is key. Given that we can’t use a lot of our non-verbal communication skills on the phone or by email, it’s even more important. In this episode Simon talks about how the trial close can help. Here are the highlights: {01:57} Trust & Rapport {02:47} Using AI {04:19} Non Verbal Communication {07:26} Trial Close About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business

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57:02

How to Work with Weirdos!

Selling In The Motor Trade ·

2024/04/11

In the concluding episode of our two part interview with Jonathan Dawson from Sellchology we talk about management and sales skills that can be applied whatever your position is. Everything from empathy and looking for the good, to understanding your team and what motivates them. Jonathan also shares some of his best sales tips and techniques. Here are the highlights: {05:44} Fundamentals {13:02} How to Work with Weirdos {20:57} Leadership is not about you {28:56} Pattern Recognition {45:00} WAVES

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39:07

Ah Ha or Oh Yeah?

Selling In The Motor Trade ·

2024/04/04

This is the first instalment of a two part interview with Jonathan Dawson from Sellchology. Simon heard Jonathan speak at the latest NADA conference and thought it would be really interesting to have him on the podcast. They discuss taking ownership of things you don’t like, getting activity right and body language. Here are the highlights: {02:07} Ah Ha or Oh Yeah {14:53} Ownership {20:41} Activity {21:32} Pattern Interruption {28:53} Body Language About Symco Training: Symco Training was founded

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16:46

Service Bookings and VHC

Selling In The Motor Trade ·

2024/03/21

We take a look at the best way to deal with incoming service bookings and when to introduce the VHC to your customers. Simon explains how to set the agenda, so you don’t surprise your customer, and explain the Vehicle Health Check. Here are the highlights: {01:55} Your name {02:45} Welcome back {05:10} Price shopping {12:34} Introducing the VHC {13:17} Set the agenda About Symco Training: Symco Training was founded in 2000 by Simon Bowkett and it was his belief that the business had to offer its

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34:34

Manage Your Chimp

Selling In The Motor Trade ·

2024/03/14

In our second book club episode with Jason Cranswick, we discuss the ‘The Chimp Paradox’ by Steve Peters This is a brilliant and enlightening read. Steve explains how we all have effectively three brains and the chimp is one of them. It’s the first part of your brain to react, which makes it vitally important in your professional and personal life to learn the manage it. Your chimp will always be there, it thrives on stress, you can’t kill it but you can programme yourself to moderate it. Here are

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15:44

The Three Knows

Selling In The Motor Trade ·

2024/03/07

This episode is a recap on three important points: Know Your Game Plan, Know Your Numbers and Know Your Business. Elise Kephart takes us through her start in Starbucks, and the importance of having a game plan when you contact a customer. We also hear form John O’Hanlon on how critical it is to know your numbers and your business. Then Colin McAllister reinforces the importance of selling yourself first, then the car then the deal. Here are the highlights: {01:49} Starbucks {04:15} Game Plan {09:28}

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