Selling In The Motor Trade

We are joined by Darren Bedford and Colin McAllister again following on from our discussion last time and look at how we can implement good processes in the service department. How can your technicians get all the work done, how can your service advisors get time to upsell and how do you keep your customers happy? These are just some of the questions we look at and pass on our we have learned. From setting the agenda to separating the customer appointment from the vehicle appointment and more. Here are the highlights: {02:35} Don’t hear form me that’s good news {04:00} Lasting Image {09:37} Build in comparison {17:00} Educated decision, rather than an ignorant risk {17:35} Is there a danger we over upsell? {24:00} Tyres are the only thing holding you on the road 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

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. To find out more visit: www.symcotraining.co.uk

In this episode Simon, Darren Bedford and Colin McAllister look at the service department and strategies for the ‘Golden Hour’. With current financial pressures, customers are delaying servicing their vehicles. Then when the cars eventually come in to the dealership, more work needs to be done due to the delay.  Also, as previously discussed,  finding Technicians is becoming increasingly difficult, and we need to be more inventive in our recruitment processes.   These circumstances and others put pressure on the ‘Golden Hour’ and we then loose efficiencies once a vehicle is off the ramp. How do we make sure this doesn’t happen? Here are the highlights: {02:35} Service Plans and VHC’s {05:22} Communication after diagnostics {11:08} Tech recruitment {15:23} Mix of work to skill levels {17:38} Time Targets for the ‘Golden Hour’ {20:07} Get in life, what you focus on 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

Dale Wyatt, Director Automobile – Suzuki GB PLC, joins us to discuss processes and activity. From starting his career as a door to door salesperson, to working with Volkswagen Group, Dale has developed a great depth of experience in sales and the motor trade. He firmly believes that you have to respect the process, and although you can short it,  it will catch up with you. At Suzuki, they have focused on people and process skills, in order to become a highly trusted brand.  Dale understands that it’s very easy to comment on running a dealership, but very different to actually running one, and works with his dealer partners accordingly. Lots of knowledge and great tips to help you in your career or managing your team Here are the highlights: {04:05} Respect the process {07:00} Entrepreneurs – a certain breed {13:04} Top Tips {18.54} Proud to be different {23:42} Mont Blanc Pen {31:04} Micro managing 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 episode is as relevant to your sales team and it is to your service department. We focus on not prejudging customers, all based round another popular story about Stanford University and how it came to fruition. Whether we like it or not we all make assumptions about people, their finances and their buying habits. This is a trap that can cost you sales of vehicles, upsales in service and some instances the customer entirely. Definitely a topic to remind yourself and staff about. Here are the highlights: {01:39} Get rid of them {02:50} Do you have any idea what you are saying {03:35} Don’t tell lies to your customers {05:00} Don’t prejudge {05:38} We prejudge in service too 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 back again with Jeff Cowan from Pro Talk, he is a partner of the NADA and has spoken at more Dealer20 Groups, than all the other speakers combined.  Losing customers after warranty is an issue for every business, and in some cases, customers leave after their 3rd or 4th visit. Why, we didn’t help the customer with what they needed. So, in this the second instalment, of a two part interview, we look at solutions to help retain your customers throughout their warranty and after. Then we move on to discuss the future of our service departments with regards to electric vehicles, kiosks and the scarcity of technicians. Here are the highlights: {00:53} Retention {03:11} Service customers do their research too {06:30} Busiest job in the dealership {13.30} EV’s in Service {21:16} The Future {25:19} Can’t get Technicians 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

The motor trade is ever changing, like most markets.  Simon started selling cars when he was 17,  he’s now 49 and obviously the way he sell cars and trains people to sell has evolved in that time For your sales meeting this week,  we examine some the practices that haven’t actually changed since the Romans.  Or have they!  The danger is, if we don’t continually strive for improvement and development across the board,  we stand still or get left behind. Again, this motivational tale may not be entirely true but ask yourself and your team.  How many processes, habits, and paper trails to name but a few, do we complete every day the same way, just because it’s always been done that way? Here are the highlights: {02.50} Imperial Roman War Chariot {03:23} Space Shuttle {04:22} We’ve always done it that way {05:05} Customers know more about the vehicle than we do {05:30} Sky Cycling Race Team 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 talk to Jeff Cowan from Pro Talk, he is a partner of the NADA and has spoken at more Dealer20 Groups, than all the other speakers combined. Jeff is also a big fan of the Indianapolis 500, and his book looks at life lessons that can be learnt from the drivers, teams and personalities within the sport. This is a two part interview, and in the first instalment,  we look at the importance of your service advisors, and how investing in their development whilst holding them accountable,  is essential to your business’s success. Here are the highlights: {05:15} First Professional Sales Job {07:51} Becoming Amazon {09:55} Service Staff  Sell Your 2nd & 3rd vehicles {16.15} Indianapolis 500 {22.12} Accountability 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 quick bite episode is ideal to play at your morning sales meeting, to help get your team motivated for the day. We look at a story about the US Navy, which has been denied, and also claimed that it wasn’t the US Navy but the British Navy.  However, although its probably not true, the morals and principals behind the story make it worth telling. No matter how long you’ve been selling, we can all fall into the trap of jumping to conclusions about our customers or situations. Here are the highlights: {01:13} Qualifying {01:33} 1995 - Newfoundland {02.10} USS Lincoln {03.12} Don’t go into sales mode {03.32} It happened to me 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 is the final part of our discussion with Steve Curran the CEO of Total Selling Solutions, looking at top sales people and the key attributes of top performing teams. Steve explains that communication is essential when selling, starting from the customer’s initial contact and beyond. The key is to use open questions and once rapport has been established invite the customer to the dealership.  One of his top tips is to focus on accountability across your team, in order to drive success. Here are the highlights: {01:05} Females are the best communicators {07:55} Digital Enquiries {12.50} Buying Cars Sight Unseen {15:08} Spend time with the service customer at drop off {22.16} Commend, Commend & Recommend 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 inspiring 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