Selling In The Motor Trade

We all like to think that we make up our own mind, but do we? In reality we do copy other people, and there are lots of experiments that prove this. So, when you are talking to your customers, there are 5 simple phrases that can help based on this. Here are the highlights: {01:17} We are like sheep {04:50} Busy restaurant {05:52} Stand up, sit down {08:25} Turn up late {13:33} NADA {17:50} 5 Simple Phrases 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

A much requested topic this week. We look at when a customer asks about the best price at the start of the conversation. We talking about before they’ve even sat in the car, within the first 2 minutes. After listening to this episode, you will leave with 3 techniques that can help you navigate this question. Here are the highlights: {02:24} Small talk {04:17} Easiest part of my job {07:11} Is the car is right {12:12} Don’t take it personally {12:36} Read your customer {12.45} Slow them down, by speeding them up 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

Lots of sales people, even very experienced struggle when a customer needs to speak to their wife, husband, partner or boss etc. This episode covers techniques to help you discover any objections, that might be masked by a decision deferral. Here are the highlights: {01:16} Deal with it at the beginning {05:52} Business to Business sale {07:00} Shaking hands {08:11} Involve everyone {10.32} Are the kids involved {11:50} Eddie Expert 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

When is the ideal time to follow up unsold prospects and what should you say? This episode will give you an outline call structure, time to call and what to discuss. Another essential listen in your morning meeting. Here are the highlights: {01:33} Typical follow up call {04:39} Your introduction {05:50} Get the green light {07:01} The excuse {08:50} Questions {10:38} Scale 1-10 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

A highly requested topic this time, handling Paint and Fabric Protections objections.   We a look at techniques to help explain the benefits to your customers, and also give you or your sales team confidence in the product.  A great listen for your next sales meeting. Here are the highlights: {01.19} Posh polish {04:28} Application {06:12} Manufacturer Approved {06:53} Profit isn’t a dirty word {09.06} Chanel No.5 {10:54} BBC Panorama {16:59} Comparisons 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

A short business story for you about the growth of Starbucks. We can learn a lot from Howard’s business journey, his dedication and resilience,  and also the belief he had in selling the experience to his customers.  However, the Starbucks story could have been very different if Howard hadn’t taken action in 2009 to turn its fortunes around. Here are the highlights: {01.45} Howard Schultz {02:31} How it all started {08:42} Name on the cup {11:05} Investment {13:57} Closing every store in America {15:52} What we can learn 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

Jason Cranswick Chief Operating Officer at MARUBENI AUTO INVESTMENT (UK) LIMITED and Managing Director of Norton Way Group is back with us for the second instalment of his interview. We look at the importance of a robust sales process, but also having the freedom to work within it.  How culture is more important than strategy and also look at the culture within Marubeni. Here are the highlights: {00:41} Robust Sales Process {07:54} Symchecks {13:00} Marubeni {25:30} How to integrate a business {33:22} Push element {37:31} Enquiring ming 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

A little bitesize sales meeting episode on good old cash conversions! Yes, they are still relevant in 2023, as customers think they will get a better deal. We look at a few techniques for sales people and business managers alike, to maximise these opportunities. Here are the highlights: {01:02} Stop asking the funding question {02:15} Savings or loan {02:51} Assumptive {03:20} Budget {06:53} Depreciation {07:14} Offers 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 delighted to talk with Jason Cranswick Chief Operating Officer at MARUBENI AUTO INVESTMENT (UK) LIMITED and Managing Director of Norton Way Group. Jason is unusual, in the fact that he has worked for dealer groups, manufacturers and a disruptor. This background brings a vast wealth of knowledge that we tap into for this two part interview.  There are take-home points for everyone whether you work in sales, service, management or you’re an investor. Here are the highlights: {01:29} Where did you start? {07:31} Management by walking about {11:21} Mentors {17:25} Vertical promotions {19:53} Ego getting in the way {26:53} Cinch 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 and Andrew Clark (Operations Director, Symco Training) delve into the challenges of recruiting. Attracting the right calibre of staff is becoming increasing difficult, and with agency there is the risk of losing quality sales team members. How do we deal with these issues going forward and where do we try and recruit from? Here are the highlights: {02:10} Challenges for the trade {02:56} The right people, the right mentality {05:17} Talent Drain {06:46} Where do we recruit from {10:13} It’s a people business not a car business {16:21} Grow your own 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