Selling In The Motor Trade

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

Attitude is very important in selling, and so often selling starts in our heads. An example of this is Henry Ford. He never gave up, even when he was repeatedly told something wasn’t possible, he almost took it as a challenge.  We look at the story round Ford’s development of the V8 engine and see how it inspires us today, whether it’s the truth or not! Here are the highlights: {01:00} If you think you can’t you can’t. {02:45} You can have it in any colour. {04:05} It can’t be done. {06:15} Thomas Edison’s Workshop 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

Changes within the automotive industry is something we have focussed on with a lot of our guests. Upheaval throughout the pandemic, and issues with parts and electronics certainly took their toll. So in this week’s episode, Simon talks to another fellow Aussie , Steve Curran about where the industry is going and how it has changed over the years. Now Steve is considered one of Australia's  automotive industry leading motivational and sales leaders, so his insight and experience is fascinating. He explains how he first got into the industry , recalls the very first car he sold and goes into a great amount of detail regarding Best Practice in all areas of the business and how it is the key to success. This is the first part of a two part interview. Here are the highlights: {01:22} The hardest job in the dealership - Service Advisor. {03:30} Remembering the Mazda 6 {13:35} Closing the escape hatches. {22:25} Getting out there and selling {24:39} Focus on what doesn’t cost you money! 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

This is the second and final part of Simon’s interview with Joni Stuker. Joni has spent 36 years as an Automotive Consultant and Trainer and is one of the people who Simon met early on in his career and has been a huge influence on how he trains. She is a TED Talk presenter and has spoken several times at both the NADA and RVDA. It’s fair to say that Joni is the expert on dealing with Call Centres or Business Development Centres as they’re known in the US. On this episode Simon and Joni discuss asking for referrals , that fear of rejection , the future of the motor-trade and the importance of communication to the customer and your team. Here are the highlights: {02:51} There's always a middle path {05:30} That fear of rejection {14:21} Both ends of the spectrum {19:37} Did you have to be a genius to sell a car? {32:12} Communication is key 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