Selling In The Motor Trade Stuart Wallbanks, Trainer | Stop Feature-Dumping - How to Run Presentations That Actually Sell
I sit down with I sit down with one of our lead trainers, Stuart Wallbanks, to fix the dealership walk-around.
We unpack why the best presentation starts after qualification, swap “it’s got…” for the simple has–which–so framework, and show how to pick 3–5 customer-specific hot buttons that create real desire before numbers.
We talk Apple-Store-level questioning, when a demo drive should do the presenting, how to make videos entice (not replace) the visit, and the one manager check that upgrades every sales exec: “What 3–5 features are you presenting—and why?"
Real examples include Tesla’s showroom misfire, Hyundai IONIQ 5’s remote-park wow, Euro NCAP child-safety proof points, and small touches (hello, Skoda ice scraper) that tip decisions.
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 all the answers, but were unable, unwilling or both to actually show the delegate how they could be implemented. It remains the ethos of the business today. You see, Symco only employ trainers that are committed to delivering not only in spiring and insightful training, but are equally as happy to demonstrate these skills and techniques with real customers in your own showroom. We believe in order for sales training to be effective and in Simon’s words ‘real world’, it needs to be tried and tested in the only place it matters the showroom floor. There is no room for theory when your goals are for your team to sell more cars, hours or parts and retain more profit. In dealerships around the world the focus applied by many of the sales executives is to try and sell a deal. Symco specialise in getting your teams to focus on selling themselves, the product and then supporting this with the deal.
To find out more visit: www.symcotraining.co.uk