Customers say cash for a reason. It is not usually because they are cash buyers. It is because they have been conditioned from the day, they first paid a plumber to believe that saying cash gets them a better deal. In this episode, Simon breaks down exactly why your team keeps hearing that answer in 2026, the assumptions that kill finance deals before they even get started, and the specific questions and phrases that open customers up instead of closing them down.

What's covered:

• Why customers say 'cash' and the psychology driving it • Why asking 'how are you funding the car?' is the wrong question for your sales team to use • Assumptive payment questions that presuppose finance and get better answers • How to use inflation framing to anchor monthly payment expectations before presenting a deal • Why salespeople believe your dealership is expensive on finance rates, and how to fix that belief • Neil Carrahar's approach to the cash objection: working with the grain, not against it • The 'savings or external lender' technique that strokes ego without starting an argument • What information to gather early so your business manager can stack the deal properly

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