Selling In The Motor Trade

Before your first sip of coffee, 75 % of Auto-Trader shoppers have already picked their dealer - will it be you? In this episode, Harry Bott - Co-founder of the industry’s #1 call-tracking platform, Mediahawk - breaks down the “48-hour window” that decides 75 % of your digital leads.  I ask Harry exactly how top dealerships capture, coach and convert those calls.  In this episode you’ll learn: The single objection-handling phrase Harry’s AI flagged as a “profit killer” (and what to say instead) How to slice every inbound call into coachable micro-moments, without drowning your team in data Real client case study: from 29 % to 67 % appointment set-rate in one month A zero-cost script tweak that turns “just looking, mate” into booked test-drives If you sell cars, manage a team, or simply need more deals from the leads you already pay for, hit play. 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

I sit down for part 2 of my conversation with Paul Kirby - better known as the Electric Van Man - to unpack the eyebrow-raising data and low-risk actions that are already letting smart dealers and fleets slash costs, win new contracts and keep drivers happy today.  If you’re still thinking “maybe later” on e-vans, I really recommend you hit play. Episode highlights The four headline numbers Paul says every sales manager should memorise before the next fleet pitch. How he turned one “range-anxious” driver into an overnight EV evangelist (and the exact email template). Why payload panic is largely a myth - and the models that now carry 1.6 t with ease. The simple tariff tweak saving contractors up to £3.5k a year on energy alone. What the looming 2027 ZEV quota really means for stocking decisions this quarter. 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

Eight out of every ten vans you sell today still burn diesel, but the numbers say they don’t have to. Paul Kirby, founder of EV Essentials and host of the EV Café, breaks down the REAL cost equation that’s pushing giants like BT, British Gas and the AA to flip their fleets. Listen and learn: 00:45 Why that “range-anxiety” line is five years out-of-date 06:30 The charging-at-home problem - and the simple tariff hack that slashes running costs to 7 pence per mile 14:10 How one OEM priced an e-van LOWER than its diesel twin (and what it means for residuals) 24:40 Total-Cost-of-Ownership for dummies: the 4 levers every sales manager must show business buyers 31:15 Drivers can kill any deal—Paul’s playbook for getting “bums on seats” and turning sceptics into EV lifers 38:20 What the 2030 ZEV mandate really means for dealerships, leasing companies and front-line sales staff Perfect for dealer principals, sales teams and anyone who’s still hearing “I’ll wait till the tech’s ready.” 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

Slow replies, templated scripts, zero urgency. But in 2025, that’s where the buyers are hiding. In part two of this session with Stuart Wallbanks, we dig deeper into the one channel most dealers underuse: the email enquiry.  You'll learn: •    Why customers ghost when you treat email like admin (03:10) •    How to get commitment before the phone call (11:05) •    The word-for-word responses that actually convert (16:42) •    A smarter script for price objections (23:15) •    What your team should say when they hear: “Just email me” (27:20) Enjoy.  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

Still asking “What do you think?” after you quote a payment? Still apologising when a car fails its MOT? Simon and Stuart reveal how those tiny verbal habits shape customer mood, trust and spend – and how flipping them from negative to neutral (or better, positive) lifts conversions across sales and aftersales. This episode tells you exactly which words are costing you deals, how to swap them out, and why your brain is wired to default to the negative in the first place. Key moments: {02:00} – Why humans are programmed for pessimism {07:30} – The “Sorry drink” and the Pepsi problem  {11:45} – The trial-close phrase that plants objections in a buyer’s head {18:10} – How managers infect the showroom with hidden negativity {23:40} – Three practical swaps you can roll out tomorrow Join thousands of salespeople, managers, and dealer principals who’ve transformed their careers and businesses by understanding what drives car sales success. 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

What if the difference between missing your targets and joining the top 1% of car salespeople came down to one simple trait? Today, I’m revealing what truly separates the top 1% from everyone else. In this episode, you'll discover: The single ‘hunger’ trait that determines whether you’ll reach the top 1% or struggle to hit targets Why staying in one dealership long-term creates more wealth than job hopping every 18 months The 5-step sales process every successful car salesperson follows (even when they claim they don’t) How top performers get their ‘running shoes on’ to capture more leads than anyone else The SPACER qualification method that eliminates time-wasters and identifies serious buyers Whether you're new to the motor trade or a management veteran looking to motivate your salespeople, this episode reveals the uncomfortable truth about what separates the best from those who struggle month after month. I share real examples of salespeople who’ve built their own businesses within dealerships, regularly sell over 100 cars in peak months, and have developed the mindset that drives extraordinary results in car sales. Key moments: {02:30} - Why top car salespeople stay in one place for years (not job hopping) {06:45} - Getting your ‘running shoes on’—the hunger that drives success {12:25} - When top performers break sales rules (and why you shouldn’t yet) {20:34} - The 5-step process that guarantees car sales results {28:44} - Why ‘hunger’ beats product knowledge and talent every time Join thousands of salespeople, managers and dealer principals who’ve transformed their careers and businesses by understanding what really drives car sales success. 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  

In this special re-release, we revisit our enlightening conversation from September 2020 with Peter Smyth, Swansway Group Director. We delved into the history of the group and their values of caring, honest and proud. The insights shared remain remarkably pertinent today, offering valuable perspectives on retailing and the importance of culture Episode Highlights: {02:15} - Born in the motor trade {06:01} – Deal with a customer complaint straight away {14:41} – Coats on chairs {28:05} – Retail is in the detail 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

Joe Duffy Group boss Gavin Hydes on grit, culture and keeping customers happy. Over the past six months, our listenership has grown so much. Many of you missed this 2020 chat with Gavin Hydes, and regulars keep telling me it’s the episode they still quote back at their teams. So we’re giving it another spin. It was recorded mid-lockdown over Zoom, Gavin’s in a glass-and-tile Porsche showroom, so the sound’s a bit “bathroom-y”. Stick with it, the ideas are gold. Who’s Gavin? Chief Executive of the Joe Duffy Group, Ireland’s largest privately-owned dealer network. Took the business from one BMW site in 2005 to 23 dealerships and 22 franchises today, representing BMW, Audi, Porsche, Volvo, VW, Mazda and more.  Now oversees 1,600+ staff, the fixed-price used-car brand ZuCar and a huge stake in UK giant Vertu Motors. What we cover:   {0:02} – Leaving the family hotel trade for a Y-reg Toyota sales job {5:30} – Why “no” is just step one. {11:40} – From Bolton BMW to Dublin: how love (and ambition) moved him to Ireland {14:15} – Surviving the Celtic Tiger crash. {19:00} – The balanced-scorecard no-commission pay plan {27:00} – “Teams that play together stay together” {33:10} – Launching ZooCar: fixed prices, “zoo-guides” (no salespeople) and customers who appraise their own part-ex online. {40:45} – Post-COVID car buying: fewer walk-ins, more serious buyers—and why the 15-minute reply window now matters.  {46:00} – Career advice Enjoy the rerun, and thanks for being part of the next wave of listeners. 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

In this follow-up chat, Simon sits down again with Malcolm Beatty of MB Motors in Northern Ireland. They talk through the practical things that keep a small, independent site busy: Building the right website – why Malcolm walked away from a free template, paid for a fully custom design and ended up with an award-winning website. Indoor photo booth – one set of lights, one background, and every car looks the same online, whatever the weather. Getting reviews the easy way – a printed QR code on the desk means most buyers leave a Google review before they drive off. They’ve passed 1,500 reviews at 4.8/5. Looking after staff – a small on-site gym, go-kart nights and “Employee of the Month” bonuses help keep a 15-person team pulling in the same direction. Hiring by video – every applicant records a short clip; it weeds out time-wasters and shows who’s comfortable on camera for walk-around videos. Warranty and goodwill – how the team deals with the odd used-car problem and why a polite customer usually gets extra help. Stock decisions – why they’ve parked most Land Rovers for now, and what would have to change before they start buying EVs in volume. If you run (or want to run) a small dealership, this is a straightforward look at the day-to-day choices that turn browsers into buyers - and keep them coming back. 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

Malcolm Beatty was meant to auction cattle, not cars. But after his dad died and the family farm future vanished, the 16-year-old opened the Yellow Pages, circled “car salesman”, and never looked back. In this raw conversation, the MB Motors founder reveals: •    How a £450 Peugeot 306 on his driveway became a 150-car forecourt – and why he still trusts auction sheets over glossy adverts. •    The thieves who stole seven of his best cars and the brutal lessons that now keep his yard fortress secure. •    Why farmers make the toughest negotiators and the one tactic that still closes deals today. •    Building an award-winning website on an independent budget and using #SourceIt to beat franchised giants. •    Franchise vs. independent sales – the red-tape, the margins, and the simple reason customers drive past showrooms to buy from him. If you’re dreaming of swapping a salaried sales-manager desk for your own lot, or just want to know how to turn setbacks into silverware, Malcolm’s story is the playbook. 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