Customers still walk into used car dealerships expecting to get stitched up. Craig Walker decided to let them in before they arrive. In this episode, Craig talks to Simon Bowkett about Dealership Diaries, the YouTube channel where the whole team films behind the scenes, mistakes included. Craig explains how pointing out every mark on a car calms a nervous buyer, how a customer flew up from Kent to buy an F-Type after watching the channel, and how a £24.99 a month service plan brings buyers back to the workshop. Craig puts take-up at around 40%. The conversation also covers using the workshop to buy stock, treating the appointment as the new sale, hiring for personality and running KPIs through Claude straight from a DMS export. Craig finishes with the challenge still to crack: finding a number two. What's covered: • Why Craig puts 'disarming the customer' in the brand book and how the team does it on every car • How Dealership Diaries got the whole team on camera and what it has done for sales • The difference between active and passive customers, and how to stay in front of both • Running a £24.99 a month service plan at break-even, and the take-up of around 40% that Craig reports • Using the workshop and service advisers to spot cars worth buying in • Why Craig sees the appointment as the new sale, and why trial closes matter after the test drive • Hiring salespeople for personality and training everything else • Dropping a DMS CSV into Claude to track KPIs and stock turn, plus Simon's tip for recording sales meetings with Wispr Flow Craig Walker runs The Walker Motor Group, which owns Culloden Cars on the outskirts of Inverness, and co-owns the Top Car Services workshop with business partner Liam Grant. Craig says the group employs 17 people, and that the workshop, which started with three ramps, is moving up to seven with an MOT testing station. Craig still loves being in the weeds of the business. If you run an independent or manage a used car or service department and want more repeat business out of every customer you sell to, give this one a listen. 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: <a title="www.symcotraining.co.uk" href= "https://www.symcotraining.co.uk" target="_blank" rel= "noopener">www.symcotraining.co.uk</a>

Customers still walk into used car dealerships expecting to get stitched up. Craig Walker decided to let them in before they arrive. In this episode, Craig talks to Simon Bowkett about Dealership Diaries, the YouTube channel where the whole team films behind the scenes, mistakes included. Craig explains how pointing out every mark on a car calms a nervous buyer, how a customer flew up from Kent to buy an F-Type after watching the channel, and how a £24.99 a month service plan brings buyers back to the workshop. Craig puts take-up at around 40%. The conversation also covers using the workshop to buy stock, treating the appointment as the new sale, hiring for personality and running KPIs through Claude straight from a DMS export. Craig finishes with the challenge still to crack: finding a number two. What's covered: • Why Craig puts 'disarming the customer' in the brand book and how the team does it on every car • How Dealership Diaries got the whole team on camera and what it has done for sales • The difference between active and passive customers, and how to stay in front of both • Running a £24.99 a month service plan at break-even, and the take-up of around 40% that Craig reports • Using the workshop and service advisers to spot cars worth buying in • Why Craig sees the appointment as the new sale, and why trial closes matter after the test drive • Hiring salespeople for personality and training everything else • Dropping a DMS CSV into Claude to track KPIs and stock turn, plus Simon's tip for recording sales meetings with Wispr Flow Craig Walker runs The Walker Motor Group, which owns Culloden Cars on the outskirts of Inverness, and co-owns the Top Car Services workshop with business partner Liam Grant. Craig says the group employs 17 people, and that the workshop, which started with three ramps, is moving up to seven with an MOT testing station. Craig still loves being in the weeds of the business. If you run an independent or manage a used car or service department and want more repeat business out of every customer you sell to, give this one a listen. 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

Customers still walk into used car dealerships expecting to get stitched up. Craig Walker decided to let them in before they arrive. In this episode, Craig talks to Simon Bowkett about Dealership Diaries, the YouTube channel where the whole team films behind the scenes, mistakes included. Craig explains how pointing out every mark on a car calms a nervous buyer, how a customer flew up from Kent to buy an F-Type after watching the channel, and how a £24.99 a month service plan brings buyers back to the workshop. Craig puts take-up at around 40%. The conversation also covers using the workshop to buy stock, treating the appointment as the new sale, hiring for personality and running KPIs through Claude straight from a DMS export. Craig finishes with the challenge still to crack: finding a number two. What's covered: • Why Craig puts 'disarming the customer' in the brand book and how the team does it on every car • How Dealership Diaries got the whole team on camera and what it has done for sales • The difference between active and passive customers, and how to stay in front of both • Running a £24.99 a month service plan at break-even, and the take-up of around 40% that Craig reports • Using the workshop and service advisers to spot cars worth buying in • Why Craig sees the appointment as the new sale, and why trial closes matter after the test drive • Hiring salespeople for personality and training everything else • Dropping a DMS CSV into Claude to track KPIs and stock turn, plus Simon's tip for recording sales meetings with Wispr Flow Craig Walker runs The Walker Motor Group, which owns Culloden Cars on the outskirts of Inverness, and co-owns the Top Car Services workshop with business partner Liam Grant. Craig says the group employs 17 people, and that the workshop, which started with three ramps, is moving up to seven with an MOT testing station. Craig still loves being in the weeds of the business. If you run an independent or manage a used car or service department and want more repeat business out of every customer you sell to, give this one a listen. 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: <a title="www.symcotraining.co.uk" href="https://www.symcotraining.co.uk" rel="noopener noreferrer">www.symcotraining.co.uk</a>

How Craig Walker Uses His Workshop to Buy Stock

This was such an interesting interview with James, we just couldn't stop talking! Rather than cut it, we decided to split the interview into 3 parts, so you don't miss a thing! Enjoy the first part with parts two and three to follow in the next two weeks.

This was such an interesting interview with James, we just couldn't stop talking! Rather than cut it, we decided to split the interview into 3 parts, so you don't miss a thing! Enjoy the first part with parts two and three to follow in the next two weeks.

SMT119: James Weston - Part 2

SMT118: James Weston - Part 1

A great interview with Sean, who has 22 year experience with BMW and 18 of those with Vines. He explains how their brand values of being positive, supportive and to have integrity have helped build the culture of the business.

A great interview with Sean, who has 22 year experience with BMW and 18 of those with Vines. He explains how their brand values of being positive, supportive and to have integrity have helped build the culture of the business.

SMT117: Sean Kelly

Peter was born into the motor trade and has worked in it helping his dad since he was 5. He explains that their values of caring, honest and proud are part of their DNA.

Peter was born into the motor trade and has worked in it helping his dad since he was 5. He explains that their values of caring, honest and proud are part of their DNA.

SMT116: Peter Smyth

Mike has been in the trade for 20 years, and moved to his current role in Leasing Options when he saw the move towards internet buying. His motto is "just remember there is a customer a the end of this".

Mike has been in the trade for 20 years, and moved to his current role in Leasing Options when he saw the move towards internet buying. His motto is "just remember there is a customer a the end of this".

SMT115: Mike Thompson

Skippy's Six Steps are basic tips that will help you get the best out of your team.

Skippy's Six Steps are basic tips that will help you get the best out of your team.

SMT114: How to Get People to Do What They F****ing Should do

An inspiring interview with Colin looking back to were he started in sales as a double glazing canvasser, then selling chemicals at 17 up to where he is today at John Clark Group.

An inspiring interview with Colin looking back to were he started in sales as a double glazing canvasser, then selling chemicals at 17 up to where he is today at John Clark Group.

SMT113: Colin McAllister

Allistair gives amazing insights into digital enquiry response times and the resulting appointment conversions.

Allistair gives amazing insights into digital enquiry response times and the resulting appointment conversions.

SMT112: Allistair Carmichael

The last two fundamentals that have to be satisfied for anyone to buy anything.

The last two fundamentals that have to be satisfied for anyone to buy anything.

SMT111: 3rd & 4th Fundamentals

Paul shares his work journey from being a mechanic to running Brayleys, and some of his best practices.

Paul shares his work journey from being a mechanic to running Brayleys, and some of his best practices.

SMT110: Paul Brayley

Simon Bowkett, from Symco Training, shares tips and ideas on selling in the motor trade from a sales and aftersales perspective, as well as interviews with industry leaders sharing some of their best practices.

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

Business

Education

How To

Management

Simon Bowkett, from Symco Training, shares tips and ideas on selling in the motor trade from a sales and aftersales perspective, as well as interviews with industry leaders sharing some of their best practices. To find out more visit www.symcotraining.co.uk

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