We continue with Joe St John, Chief Customer Officer from AutoFi, in this episode.

Joe is so passionate about his role, that he went on a journey round the states, in disguise taking sales jobs in order to understand the current process good and bad.

What stood out to him, is that managers are exhausted and covering many roles.  Customers are more sceptical than in the past and the trust gap with the trade has grown.

We discuss empowering your sales team and giving them the tools to succeed.

Here are the highlights:

{00:52} Back to the floor 

{03.33} Transaction time is longer

{04:32} Trust Gap

{05:36} Negotiation Process

{11:35} Empower your sales people

{14:53} Best manager on the journey

{20:09} People make the difference

{26:51} Why change career

{31:23} Break everything

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 have Joe St John, Chief Customer Officer from AutoFi, with us for the next two episodes.

His background is automotive, his parents worked in dealerships, and he has been a salesman, manager and trainer in the trade for a number of years. 

Joe was our favourite speaker from this year’s NADA conference in New Orleans.  He is so passionate about the customer experience and how we transition from their digital research to the buying process on site. As he says time kills deals, so let’s focus on making it as smooth and efficient as possible.

Here are the highlights:

{02:25} Joe’s background 

{06:55} Time Kills Deals

{10:25} Fastest growing tech company since 2010

{13:05} The we purchase has changed

{15:00} Customer digital research

{17:14} Start process in the dealership where the customer is

{19.50} Too much time taken to stack the deal lets the customer shop elsewhere

{25:07} Disconnect between digital research and selling in the showroom

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

Gareth Williams, MD of Hatfields Motor Group joins us again, in the second instalment of his two part interview.

With the changes in Jaguar in recent years, Gareth and his team have had to adapt, he elaborates on  their new focus and their aims for the future.  

Also, as Hatfields now offer Omoda & Jeacoo, Gareth is well placed to discuss with us, the future of established brands compared to the offering from China.

Then finally, we look at electric vehicles and the opportunities they offer now and beyond.

Here are the highlights:

{00:47} Changes in Jaguar 

{05:50} New Focus

{12:12} Chinese Brands

{21:09} Forward thinking

{24:13} Don’t say it, do it

{26:50} The opportunities electric vehicles offer

{39:36} You can’t have responsibility without authority

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 be joined by Gareth Williams, Managing Director at Hatfields Motor Group.

There was so much to discuss, we decided to make this a two part interview and this is the first instalment.

Gareth grew up in the trade, and has worked in the industry since he finished university. After working at a Ford dealership, he went to work with his father, and they then bought that business in St Helens together. Gareth still lives by the lessons learnt during those early years, such as always take the people with you, being respectful, presentable, well-mannered and listening to the people who know more than you.

He sees some benefits in the agency model, such as consistent profits and stability. One of the mantras throughout his businesses is: treat customers like you want to be treated yourself.

There are so many great take aways from this instalment, and in next episode we delve into surviving and thriving after the changes with Jaguar and the benefits of EV’s to investors.

Here are the highlights:

{02:20} Implementing DARTS 

{09:12} Always take the people with you

{14:08} Learn from those around you

{17:21} Work Life Balance is the key to attracting staff

{20:27} Agency and JLR

{23:15} Agency isn’t wrong

{34:00} Customer service is not about cost

{36:00} Culture of empowerment

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

Philipp Sayler von Amende, Chief Commercial Officer for Carwow UK, joins us in this episode.

Philipp grew up in the industry, as is parents had Renault, JLR and Volvo franchise dealerships. He has a great passion for the industry and has over 20 years’ experience in international markets.

With that wealth of knowledge, we discuss everything from customer service, used cars, EV values to AI.

Here are the highlights:

{05:00} Bamboo Bikes

{11:18} We all have the same goals

{15:06} Challenge is in the detail

{19:00} Customer Service

{22:10} Used Cars

{26:37} Carwow’s Double Deal

{34:00} EV Valuations

{38:37} AI

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 are joined by Jonathan Sharman, CEO of AutoBi. Jonathan has a wealth of knowledge and experience in the trade from selling cars to managing large dealer sites. He now focuses on aftersales and bringing real time reporting enabling teams to catch issues quickly and react to changes.

We discuss the importance of being able to pivot quickly whilst implementing changes, keeping your WIP low and looking at the volume of parts stock.

As we know part of the key to selling a second, third or fourth car to customers is the service department, so this episode is beneficial to all.

Here are the highlights:

{03:23} Door to door

{12:19} Experience all parts of the business

{19:35} Motivating Technicians

{28:35} Two ways of making money

{39:51} WIP Control

{42:59} Parts Stock

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 continue our debrief of the 2025 NADA Convention in New Orleans in this episode.

As Simon explained in Part 1, the conference features keynote speakers and breakout sessions, as well as large halls of exhibitors.  We focus today on more of the breakout sessions attended and what we gained from them.

They covered subjects from AI and Sales Process to service retention and influence in the motor trade.

Here are the highlights:

{01:42} David Lewis

{12:29} Sean Toussi

{18:44} Chris Mandery

{20:54} William Springer

{28:52} Brian Crossin

{35:16} Jay Vijayan

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

Fresh off the plane from the 2025 NADA conference in New Orleans,  Simon talks about his take aways from NADA, and why we attend year on year. There was such a lot to discuss, so this is the first instalment with another to follow the week after.

This year’s conference was definitely one to remember, with snow storms and flight cancellations delaying the start. Anyone attending was glad to get there in the end!

We always come back from the convention with new contacts made, fresh ideas and the motivation to implement them.

Here are the highlights:

{03:26} Why attend

{08:40} Plan

{16:42} Ryan Leak

{27:47} Chasing failure

{30:32} Joe St John & Kerri Wise

{39:50} Decision Fatigue

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 welcome Phil Williams – CEO of Direct Affinity CX. Phil has 37 years’ experience being a supplier in the motor trade.  He started his career in subprime finance before starting Direct Affinity after the credit crunch in 2008.  

Phil is passionate about great customer experiences.  One important element in building a good customer experience, is the culture in your business. 

Another is to close the loops. One way of doing that in sales is to examine your lost sales process. On average 33% of these enquiries are still in the market to buy and 50% of those are happy to come back into your dealership. These are opportunities not to be ignored.

Here are the highlights:

{05:49} Credit Crunch

{10:24} What makes a great business

{15:49} Moments of truth

{30.03} Lost sales

{36:15} Close the loop in aftersales

{44:50} Predictive CSI

{47:43} Keeping staff motivated

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 Stuart Wallbanks, one of our own consultants joins us talk all about sales process, the key to sales success and training.

Stuart started hie career in Platts Longton, before working with Reg Vardy and then moving on to training.  He explains in his view what makes a good trainer, sales person and manger.

We discuss how some sales mangers can get fearful of second facing a customer, as they haven’t kept their sales skills fresh, but it can be very easily rectified.

Here are the highlights:

{02:42} Reg Vardy

{07:37} Paul Cummings

{10:25} Credibility

{14:40} Process and Rapport

{27:26} Buying a Rolex

{33:52} Scared to Second Face

{45:25} Erase Negative Language

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