Selling In The Motor Trade Agency - The Customer Has To Be Front and Centre
This week we have the second part of our interview with John O’Hanlon, CEO of Waylands, looking at everything from acquisitions to agency and beyond.
John explains that the Waylands strategy for acquisitions focuses on region and brand, with a very strong emphasis on electric vehicles. The group is working with brands that can achieve volume and growth, whilst also believing there is strength in dominating an area.
They are more prepared than most for agency and trusting in their partners to get it right. There are real wins for the customer with agency, but the downside is a bumpy few quarters for the dealers, before percentages begin to recover.
A lot of great advice and insights to the future.
Here are the highlights:
{00:55} Acquisition Strategy
{12:58} Employ future leaders
{17:45} Agency – The customer has to be front and centre
{29:03} Electric Vehicles and changes to the dealer
{32:08} Is the dream of mouse to house over
{35:45} Advice to new recruits
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.
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