Selling In The Motor Trade Advantages & Disadvantages of Agency with Dale Wyatt
Dale Wyatt, Director Automobile – Suzuki GB PLC, continues his discussion with us and this week we move on to agency.
From Dale’s perspective the dealership is the physical embodiment of the brand, and the dealer is where the value is. Agency is a huge culture change, which is underestimated by a lot of OEMS.
There are upsides for the dealer in agency, from stocking to debts, but do theses outweigh the disadvantages?
What delivers success, and what should you focus on to achieve it?
Here are the highlights:
{07:20} Upside for dealer
{07:40} Downside for dealer
{11.01} Pull rather than push
{16.25} The dogs don’t like it
{24:15} Emotion leads to reason, logic leads to conclusion
{30:55} Fuel shortage
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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