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