We continue our interview Jono O’Byrne, Sales Director for Endeavour Automotive.  

Starting off with being a mentor and learning from Billie Jean King. Jono has also worked in a couple of different agency modules, so he shares the benefit of his experience.

We also look at how you move up the career ladder from sales to management, and making the job yours to lose.

Then closing with Jono’s top tip.

Here are the highlights:

{01:54} Billie Jean King

{08:40} EV Targets

{17:48} Value of traditional car dealer

{20:43} Agency with Volvo

{23:43} Best Customer Experience

{30:55} Sales to Management

{32:48} Energy is the currency

{34:08} Get your job on merit

{38:12} How tight is your sales process

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 Jono O’Byrne, Sales Director for Endeavour Automotive.  Jono tells us about his journey in the motor trade, experiences and mantras. Simon trained Jono when he was first starting out, so it was lovely catch up again. 

There such a lot to discuss, and so much inspiration given, that we have had to split this interview into two episodes.  In this part we look at Jono’s background, how to manage 23 sites, points to assess when looking at your business and his mentors.

Here are the highlights:

{03:57} Working at George Corbett Motors

{06:51} Moving to the UK

{10:10} Working for Marshalls

{11:20} Difference in the Irish Market

{19:30} Sweat the Small Stuff

{20:45} Communication

{27:25} Priorities

{32.05} George Corbett and Daksh Gupta

{39:25} Ask Why

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

Umesh Samani - Owner of Specialist Cars Stoke,  and Chairman of the IMDA, joins us to chat about selling used EVs. We focus on used electric vehicles from an independent dealer’s point of view. The challenges buying and selling them initially creates and the opportunities afforded once mastered.

At the moment approximately 6% of vehicles on Auto Trader are EVs, but this is growing all the time and gaining knowledge and confidence to sell them early is the key to ensuring future success.

We discuss some best practices and pitfalls to avoid, that can help with the transition.

Here are the highlights:

{02:25} Biggest Opportunity

{06:12} Confidence

{07:22} Educate Consumers

{10:21} Frustrated Used EV Customers

{10:38} Charging

{16:59} Pricing

{22:34} Battery Degradation

{31.27} Servicing

{36:13} Sourcing

{40:00} Sell by Date

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 back Jason Cranswick with another instalment of our book club.  In this episode we discuss a selection of books that are brilliant to have on your reading list for 2025, if self-improvement is one of your goals for the year.

The nine books we are recommending, cover everything from effective habits, to using AI, understanding behavioural science and managing the direction of your career path.

These books can really increase your skill set, help you manage and understand your team and manage your business and personal finances.

Here are the highlights:

{03:36} 7 Habits of Highly Effective People

{06:52} Unreasonable Hospitality

{15:06} Show Me The Money

{19:53} Co Intelligence

{28:10} Thinking Fast and Slow

{30:51} Elon Musk

{36:39} The Squiggly Career

{41:35} Rich Dad Poor Dad

{43:27} Atomic Habits

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 episode its time to look at the trial close, test close or pre close, whatever you like to call it.

Its an important stage that can’t be missed, as it’s asked to ensure the car is right for the customer, before you go to the numbers.

Think of it like a proposal, if you went to straight to the wedding without asking the question, it would be too much, too soon.

Here are the highlights:

{00:57} What is the purpose of a trial close?

{02:07} Why we should do it?

{04:32} When do we ask it?

{05:31} 3 Yes Tag questions

{07:50} Evolution of the trial close

{14:41} Don’t be wishy washy

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

Welcome to the next instalment of our very popular ‘Meet & Greet’ series, and this time we look at ‘What’s your best price?’

A lot of sales managers are using this mini-series  to play in their sales meetings, helping to motivate and build the knowledge of their teams. 

Let's look at three ideas to help you handle this objection: getting the numbers right, customer’s trade-in and speed them up to slow them down.

Here are the highlights:

{01:17} Paint the picture

{01:40} How do you currently deal with it?

{02:10} Getting the numbers right

{04:32} Trade-in

{06:35} Speed up to slow down

{08:17} The Farmer

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 return to our ‘5 Key Touch Points’ in service with Darren Bedford.

In this episode we focus on the VHC Call.  When it comes to this,  planning is everything and structuring your call will increase your chances of success, whilst ensuring you give all relevant information to the customer.

We discuss various techniques to aid with tyre sales and being mindful of the language used to describe red and amber work. Darren also explains how to present amber work in way that gives the customer the choice of convenience.

In closing we leave you with some top tips for service managers.

Here are the highlights:

{03:20} Structure the call

{05:45} Credit Card

{18:55} Percentage worn

{26:38} Language

{32:46} Presenting amber work

{41:21} Top tips for Service Managers

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

Following on from our recent episode exploring ‘Meet & Greet’ styles, we look at objection handling skills for ‘I’m just looking’ with walk-in customers. 

The trick is to slow these customers down, and open them up.  If you are frequently told this, it may be helpful to go back to our Meet & Greet episode, as the work tracks explained there could help avoid it.

We discuss three different ways to navigate this objection: the ‘Columbo’, sign posting and the ‘David Lewis’.

Here are the highlights:

{01:01} I’m just looking

{02:07} What are you looking for?

{02:40} The Columbo

{05:44} Sign Posting

{08:55} The David Lewis

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 episode has been requested by one of our loyal listeners. His sales team were struggling to meet and greet customers that walk in, as so many initial contacts are made digitally or over the phone.

Simon explains that we should treat meeting a customer like an interview. They are interviewing you to be their sales person. Now, that’s a scary thought!

We then explore some straight forward techniques that can help get over the initial barriers and start a conversation.

It’s important to be yourself, and introduce yourself to everyone in the buying party. 

Here are the highlights:

{01:48} Remember your interview conduct

{03:17} Starting  a conversation

{07:34} Introduce yourself within a few minutes

{09:26} The used car meanderer

{11:18} When you can smell ‘just looking’

{17:28} Introduce yourself to everyone

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 are very pleased to announce our podcast association with Carwow, and look forward to working with the team.

Estelle Miller, the inspiring Co-Founder of EV Experts Ltd, has been kindly introduced to us by Carwow, and we are delighted to share her interview in this episode.  

Estelle and her husband Martin, established the business in 2017,  with the aim to help customers make informed decisions about moving to EV.  They had experienced difficulties themselves when trying to source a second hand EV and thought there was a GAP in the market.

She explains that customers can take longer in the buying process moving to electric, and to start with its often not about the car, but seeking information on range and charging. Ensuring your systems are in place to keep in contact with those customers is key.

We go on to discuss everything from sourcing electric vehicles to depreciation curves and the disposal of the batteries.

Here are the highlights:

{01:14} The start of the journey

{17:20} VAT rate at public charging stations

{18:58} The drawbacks of hybrid technology

{31:51} Depreciation on electric vehicles

{58:21} Is Hydrogen the future?

{01:03:22} Advice for selling EV’s

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