Selling In The Motor Trade

We can sell GAP again. However, I know some dealers aren't going to offer it, but others will because they believe in the product.

Surely, we need to let customers know about it and then let them be the judge!

In this episode, we discuss when to talk about the product, how to bring it up, and then handle some common objections.

Here are the highlights:

{04:00} When

{06:47} How

{10:59} 2 Car Flippy/Flip

{14:48} Objections

{26:00} Promise 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 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

Welcome back to another episode of our book club, with Jason Cranswick. We discuss Good to Great, How the Might Fall and Built to Last by Jim Collins.

The first book, 'Good to Great' looks as a number of companies and how they were good and then out performed the market 6-10 times. The second then looks at how some of those same companies then failed, and the third, does what it says on the tin.

There are lots of learning points and inspiration in all three books, level 5 leader qualities, doing things for betterment of the company not the individual, getting the right people on the bus and not resting on your laurels.

Here are the highlights:

{05:46} The Leader

{12:28} Right people on the bus

{22:29} Undisciplined pursuit of success

{25:00} Motorola

{28:23} Cut your losses

{31:31} Complacency

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

You probably hear this phrase every week in your dealership.

It's the worst thing you can say for a number of reasons: you appear desperate, it looks like there's more money available and you will get silly figures from your customers in response.

Let's also look at what you can say instead.

Here are the highlights:

{01:26} The worst thing to say

{01:53} Money up my sleave

{02:20} Smells like desperation

{02:58} Silly figures

{04:00} Alternative

{09:19} Stop the lie

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

In this episode we are joined by Nick Hill, Managing Director - Big Marketing. We discuss Nick's background, and his journey to build Big Marketing.

The key to marketing is having the right mix of medium and stopping any leakage before you spend any more money.

Here are the highlights:

{06:05} Fast-moving industry

{13:32} Self promotion

{15:04} Direct Mail

{15:25} Virtual SMS

{20:22} Plug the gaps

{26:04} Everyone is important

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

We all want to retain as much profit as we can in a used car deal, whilst still being competitive enough to attract enquires.

Obviously, there is stock turn to think about and used car use by dates.

However, a lot of comes down to how your sales team are managed and paid on used cars.

Here are the highlights:

{01:45} Sales Manager controls profit

{03:34} Sell to the boss

{09:12} Value Added Products

{15:41} Second face

{17:09} Look at Part Exchange

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

It's with great pleasure we share our interview with Daksh Gupta, Group CEO of Huws Gray. We discuss how he started his working life, his career progression and transferring motor trade skills to other industries.

Daksh still has strong automotive ties and continues to work and advise in his roles with Ford and the IMI.

An inspirational discussion which has something for everyone, whether your selling cars, working in service or managing a team.

Here are the highlights:

{02:12} Where it all started

{13:58} Steps into Management

{17:37} All about the numbers

{23:02} Mentors

{31:34} Supergroups

{45:12} Agency

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

Short one for your morning meeting this time. Just a reminder of some of the words that we may use without even thinking, that our customers may take differently.

Here are the highlights:

{01:20} Honest

{02:18} Problem

{02:44} Buy

{06:08} Used

{06:27} Deal

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

Today we talk about swapping some bad words for good words. However, remember it's not just what you say, but how you say it.

Here are the highlights:

{02:23} Can't

{04:12} Payment

{06:10} Discount

{07:29} Trader

{08:32} Think

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

Following on from our previous episode, we talk about five things you must do in a demonstration drive.

These points are when you have parked up and before you let the customer drive.

When you park, frame the car and butterfly it, i.e. open all the doors, bonnet and boot. Gives you and your customer space to for you to show features.

Here are the highlights:

{05:19} Seat back

{05:47} Rear Vision Mirror

{07:27} Adjust Fuel Consumption

{11:46} Set up Sat Nav

{13:51} Take keys out of the car

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

Maybe a controversial one, but we don't believe that test drives work. Demonstration Drives work - you demonstrate the right feature, to the right customer at the right time.

Think about it, no one enjoys a test. The customer doesn't want to feel like they are on their driving test.

We discuss how to optimise you demonstration drives, how to make the customer feel comfortable and when to stop talking.

Here are the highlights:

{01:41} Right Feature, Right Customer, Right Time

{02:50} Can you sell a car without it?

{07:04} Who should drive first?

{08:36} Demonstrate features

{09:14} Car, people, car, people

{17:33} Stop talking

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