Selling In The Motor Trade

In this episode we look at business to business sales.  Obviously, you are still dealing with people but getting to speak to the right person first of all is key. With this in mind, where do you start? Simon discusses some approaches to help when cold calling: from canvassing your suppliers to competitors of your existing customers. If your hand feels heavy prospecting your business database, then these top tips will help. Here are the highlights: {01:14} Marketing isn’t selling {02:25} Bouncing off one customer to another {03:37} Suppliers {04:28} Competitors of your existing customers {09:23} How to get through voice mail and gate keepers {12:15} Farmer rather than hunter 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

Every dealership loses deals, but do you actually know why? After 25 years of training thousands, I'm breaking down the 3 most common deal killers in the motor trade — and what top-performing salespeople do differently. In this episode: Why the trial close is make-or-break (and how most reps botch it) The subtle ways your team avoids asking for the sale How most demo drives are a mess — and what to do instead A smarter way to spot underperformance (hint: it's not a mystery shop) How to stop salespeople from reverting to bad habits under pressure If you manage a sales team or want to close more deals yourself, this episode will sting a little — but it’ll help a lot more. 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

As you know we often have so much to discuss with our guests, that it covers two episodes, and our recent interview with Chris Wiseman (Managing Director – Wessex Garages) is no different.  In the first instalment we discussed the OEM partnership and this week we move onto the culture within Wessex, staff recruitment and their online navigation team. We also look the how the market may be structured in the future, the barriers to success and Chris’s top tips. Here are the highlights: {01:10} What does the week look like {08:15} Recruitment {13:25} Online Navigators {22:57} Team Motivation {28:16} Market structure going forward {31:10} Road Blocks 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

We welcome back Chris Wiseman (Managing Director – Wessex Garages), he first joined us on the podcast 219 episodes ago, and a lot has happened since then. Today we discuss the OEM/Dealer relationship, how that has changed and the key to its success going forward. How the new brands differ in their strategies and culture to the legacy brands and the benefits to that. We then dive into the new and used car markets, the current climate and the challenges ahead. Here are the highlights: {02:25} Growth  {05:25} Relationship with your  OEM  {10:10} Broken Model {11:30} Hybrid Agency {17:33} New Brands {26:06} Market Share {30:31} New Cars {38:55} Used Cars 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  

We continue with Joe St John, Chief Customer Officer from AutoFi, in this episode. Joe is so passionate about his role, that he went on a journey round the states, in disguise taking sales jobs in order to understand the current process good and bad. What stood out to him, is that managers are exhausted and covering many roles.  Customers are more sceptical than in the past and the trust gap with the trade has grown. We discuss empowering your sales team and giving them the tools to succeed. Here are the highlights: {00:52} Back to the floor  {03.33} Transaction time is longer {04:32} Trust Gap {05:36} Negotiation Process {11:35} Empower your sales people {14:53} Best manager on the journey {20:09} People make the difference {26:51} Why change career {31:23} Break everything 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

We are delighted to have Joe St John, Chief Customer Officer from AutoFi, with us for the next two episodes. His background is automotive, his parents worked in dealerships, and he has been a salesman, manager and trainer in the trade for a number of years.  Joe was our favourite speaker from this year’s NADA conference in New Orleans.  He is so passionate about the customer experience and how we transition from their digital research to the buying process on site. As he says time kills deals, so let’s focus on making it as smooth and efficient as possible. Here are the highlights: {02:25} Joe’s background  {06:55} Time Kills Deals {10:25} Fastest growing tech company since 2010 {13:05} The we purchase has changed {15:00} Customer digital research {17:14} Start process in the dealership where the customer is {19.50} Too much time taken to stack the deal lets the customer shop elsewhere {25:07} Disconnect between digital research and selling in the showroom 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

Gareth Williams, MD of Hatfields Motor Group joins us again, in the second instalment of his two part interview. With the changes in Jaguar in recent years, Gareth and his team have had to adapt, he elaborates on  their new focus and their aims for the future.   Also, as Hatfields now offer Omoda & Jeacoo, Gareth is well placed to discuss with us, the future of established brands compared to the offering from China. Then finally, we look at electric vehicles and the opportunities they offer now and beyond. Here are the highlights: {00:47} Changes in Jaguar  {05:50} New Focus {12:12} Chinese Brands {21:09} Forward thinking {24:13} Don’t say it, do it {26:50} The opportunities electric vehicles offer {39:36} You can’t have responsibility without authority 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

We are delighted to be joined by Gareth Williams, Managing Director at Hatfields Motor Group. There was so much to discuss, we decided to make this a two part interview and this is the first instalment. Gareth grew up in the trade, and has worked in the industry since he finished university. After working at a Ford dealership, he went to work with his father, and they then bought that business in St Helens together. Gareth still lives by the lessons learnt during those early years, such as always take the people with you, being respectful, presentable, well-mannered and listening to the people who know more than you. He sees some benefits in the agency model, such as consistent profits and stability. One of the mantras throughout his businesses is: treat customers like you want to be treated yourself. There are so many great take aways from this instalment, and in next episode we delve into surviving and thriving after the changes with Jaguar and the benefits of EV’s to investors. Here are the highlights: {02:20} Implementing DARTS  {09:12} Always take the people with you {14:08} Learn from those around you {17:21} Work Life Balance is the key to attracting staff {20:27} Agency and JLR {23:15} Agency isn’t wrong {34:00} Customer service is not about cost {36:00} Culture of empowerment 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

Philipp Sayler von Amende, Chief Commercial Officer for Carwow UK, joins us in this episode. Philipp grew up in the industry, as is parents had Renault, JLR and Volvo franchise dealerships. He has a great passion for the industry and has over 20 years’ experience in international markets. With that wealth of knowledge, we discuss everything from customer service, used cars, EV values to AI. Here are the highlights: {05:00} Bamboo Bikes {11:18} We all have the same goals {15:06} Challenge is in the detail {19:00} Customer Service {22:10} Used Cars {26:37} Carwow’s Double Deal {34:00} EV Valuations {38:37} AI 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

This week we are joined by Jonathan Sharman, CEO of AutoBi. Jonathan has a wealth of knowledge and experience in the trade from selling cars to managing large dealer sites. He now focuses on aftersales and bringing real time reporting enabling teams to catch issues quickly and react to changes. We discuss the importance of being able to pivot quickly whilst implementing changes, keeping your WIP low and looking at the volume of parts stock. As we know part of the key to selling a second, third or fourth car to customers is the service department, so this episode is beneficial to all. Here are the highlights: {03:23} Door to door {12:19} Experience all parts of the business {19:35} Motivating Technicians {28:35} Two ways of making money {39:51} WIP Control {42:59} Parts Stock 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