Selling In The Motor Trade

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

Most service advisors freeze the moment a customer pushes back. This episode breaks down 5 objection-handling scripts that turn awkward “no thanks” moments into confident, ethical sales. Simon walks through: •    (2:30) The tyre pitch that makes price comparisons irrelevant •    (4:21) The brake fluid line that reframes the risk •    (6:01) The HVAC analogy that changes minds in winter •    (7:17) The old-school script that still works: Feel, Felt, Found •    (8:29) A closing line so disarming it doesn’t feel like selling. If your service team hears “I’ll leave it” more than they’d like, play them this. 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

Speed matters. But when six dealers send back the same templated email, guess who the customer trusts? No one. In this episode, Simon breaks down:  •    Why quick replies aren’t the same as good ones (2:01) •    The 7 digital questions every sales team should prepare for (8:10) •    A smarter way to personalise replies using ChatGPT—without rewriting everything (9:04) •    The exact format top salespeople at Leasing Options are using right now (12:01) This one’s for sales managers relying on automation but losing the human touch. If your email replies sound like everyone else’s, you’re just making it easier for customers to ghost you. 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

Too many salespeople think they’re being helpful by sending valuation app links upfront.  They’re not. They’re handing the deal away.  In this episode, Simon breaks down how lazy reliance on digital tools is losing you sales.  He explains why quoting a part-ex price before building rapport is a dead-end, how to uncover hidden objections using the “1 to 10” condition scale (24:41), and why most customers rate their banged-up car as a 10/10 without blinking. Highlights include: •    [10:50] Why sending the app link too soon ends the conversation •    [14:22] The psychology behind overvalued part-expectations •    [24:41] The “1 to 10” trick for surfacing hidden damage and selling cosmetic upsells •    [31:15] Turning distant enquiries into committed phone calls (not ghosted leads) This one is a must-listen for sales leaders. Want fewer walkaways and more gross?  Fix how your team handles the first contact. This episode shows you where to start. 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 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