Selling In The Motor Trade

Simon Bowkett
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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

  1. 15H AGO

    OKRs | Why Your Team "Didn't Do It" (And How to Fix It)

    You've told the team what needs doing. You check in later. Nothing's happened. Your blood boils… then you realise you might not have been clear enough in the first place. In this episode, I'm joined by Stuart to break down OKRs (Objectives and Key Results) in plain English. It's a simple way to set a clear goal, define 3 to 4 measurable checkpoints, and keep everyone pulling in the same direction without turning into a micromanaging nightmare.  We cover the difference between "good intentions" and real alignment, why teams still drift even with high effort, and how OKRs stop chaos like the classic "let's refresh the pitch" situation, where everyone does something different, and the whole thing goes sideways. What you'll get from listening: What OKRs actually are, and why they're so popular in high-performance businesses. How to turn vague goals like "improve customer experience" into clear outcomes and measurable results. Examples you can use in a dealership (NPS/CSI improvement, response times, reviews, complaints handling). How OKRs reduce emotion in performance conversations, because the numbers don't argue back. How to keep autonomy in the team while still checking progress properly. Listen and then use it to set sharper goals with your sales or service teams this month. Finding this useful? Follow the show 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

    24 min
  2. Neil Carrahar, Operations Director at Symco Training | High standards on a Tuesday afternoon (Part 2)

    FEB 12

    Neil Carrahar, Operations Director at Symco Training | High standards on a Tuesday afternoon (Part 2)

    Neil Carrahar is back for Part 2. This one goes deeper on what high standards actually look like in practice, especially on the "nothing special happening" days that quietly define your dealership. We talk about consistency, manager behaviours, and why customer confidence depends on the process you run every single day. If you lead a team, manage used cars, or sell day in day out, this episode will give you a sharper way to think about standards and performance. Finding this useful? Follow the show 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

    41 min
  3. Neil Carrahar, Operations Director at Symco Training | What good dealerships do when no one's watching

    FEB 5

    Neil Carrahar, Operations Director at Symco Training | What good dealerships do when no one's watching

    I'm joined by Neil Carrahar, Operations Director at Symco Training. This is a straight talk episode about standards, culture, and the day-to-day operational stuff that drives results in a dealership.   We cover what "good" looks like in the real world, why teams drift over time, and how managers can set expectations that actually stick.  If you're a dealer principal, sales manager, or anyone trying to lift performance without turning the place into a misery factory, press play. Finding this useful? Follow the show 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

    38 min
  4. Jason Cranswick, Ex Dealer Principal | 3 Books That Will Make Your Dealership Better in 2026

    JAN 29

    Jason Cranswick, Ex Dealer Principal | 3 Books That Will Make Your Dealership Better in 2026

    This one's another Book Club episode with Jason Cranswick, talking about the books that actually change how you think (and how you run a dealership). We recover The Chimp Paradox (Steve Peters) and how your "chimp mind" shows up on the forecourt, The Mindset Workbook (Carol Dweck) and why fixed vs growth thinking changes performance, and A Path Through the Jungle (Steve Peters) for handling pressure and staying consistent. If you manage people, sell cars, or you're trying to stop the same problems from repeating every month, this episode will give you a few simple ideas you can put into your next morning meeting. Finding this useful? Follow the show 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

    20 min
  5. Jason Cranswick, Executive Coach | Why the Best Dealer Leaders Stop "Doing" and Start Coaching

    JAN 22

    Jason Cranswick, Executive Coach | Why the Best Dealer Leaders Stop "Doing" and Start Coaching

    Jason Cranswick is back on the pod. Last time we spoke it was book club stuff, but a lot's changed since then. Jason stepped out of his C-suite role and now runs Cranswick Consulting, working as an executive coach and board advisor. In this episode we get into what that move actually looks like, what he had to learn (and qualify for), and why so many motor trade leaders struggle to let go of the day-to-day.  We talk about the real line between being a non-exec, a board advisor, and a coach. Jason explains why leaders "step onto the pitch" when pressure hits, and how that limits team development. We also cover what he sees again and again with senior managers right now: feeling isolated, chasing validation, imposter syndrome, and having no space to think. We finish on AI, generational change, and a simple way to approach new tools: treat AI like a 16-year-old intern — useful, fast, but you still check the work  Finding this useful? Follow the show 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

    34 min
  6. Jeremy Evans, Founder of Marketing Delivery | Lost Leads Aren't Dead Leads: How Dealers Win Customers Back (Without Spamming Them)

    JAN 15

    Jeremy Evans, Founder of Marketing Delivery | Lost Leads Aren't Dead Leads: How Dealers Win Customers Back (Without Spamming Them)

    Most "lost" leads aren't lost because the car sold. They drop out because something went wrong in the follow-up, the numbers didn't stack up, or they quietly went and bought a different brand. In Part 2 of my chat with Jeremy from Marketing Delivery, we get practical about how dealers can pull people back into the funnel, keep aftersales communication relevant, and stop annoying customers into hitting unsubscribe. We cover how Jeremy's team follows up "lost" prospects with simple, well-timed messages, what dealers should do when customers say affordability killed the deal, and why missed call-backs still cost more sales than most teams want to admit. We also talk about how aftersales can run a proper contact plan (without peppering customers with separate emails for service, MOT, and maintenance) and why good data beats shiny tech every time. Episode highlights: We break down the most common reasons dealers lose sales, beyond "the car was sold". Jeremy explains what a sensible lost-lead follow-up looks like and how it pulls customers back in. We talk about affordability, part-exchange, finance, and the very real problem of customers not getting a call back. We get into how new entrant brands are changing buying behaviour and why that matters for traditional dealer groups. You'll hear how to run aftersales contact in a way customers actually welcome, including combining service + MOT + maintenance into one message.  We cover why "AI" isn't a plan, and why clean, measurable data comes first. If you run sales, aftersales, or marketing in a dealer group, you'll nick at least one idea you can use this week. Finding this useful? Follow the show 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

    30 min
  7. Jeremy Evans, Founder of Marketing Delivery | From Dot-Matrix to AI

    JAN 8

    Jeremy Evans, Founder of Marketing Delivery | From Dot-Matrix to AI

    Jeremy Evans built Marketing Delivery after years inside dealer groups, OEMs and contact centres. He shares how "reward the lead, not the lag" thinking, plus stock-alert automation tied to your CRM, turns missed enquiries into sold cars. What we cover How a cross-department start at Bristol Street and Nissan shaped a no-nonsense view of dealer ops, from dot-matrix "walk-in" sheets to today's AI-assisted follow-ups.  Setting up Marketing Delivery in 2007 and sending automated emails by 2009, and why the business shifted from "agency" to product.  "Reward the lead, not the lag": get the data right, then let tech keep the conversation warm until intent spikes again.  Stock alerts that scan group inventory and price drops, email customers, and ping sales when they click, with around 10% of recipients going on to buy.  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

    25 min
  8. Oliver Phillpott, Co-Founder of Generational | Fast Stock Turn on EVs

    12/18/2025

    Oliver Phillpott, Co-Founder of Generational | Fast Stock Turn on EVs

    We are back with Oliver Phillpott from Generational to discuss used EV values and stock turn. What you'll learn Battery health needs to linked to used EV values The need for a healthy used EV market How to improve stock turn in used EV's Customer confidence in EV buying process Include battery health in your whole sales funnel If you're a dealer principal, used-car manager, buyer, or seller of EVs and looking to tighten your EV process. Press play and share this with your sales and buying teams. Finding this useful? Follow the show 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

    28 min
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About

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

Information

  • Creator
    Simon Bowkett
  • Years Active
    2020 - 2026
  • Episodes
    265
  • Rating
    Explicit
  • Copyright
    © (c) 2021-2022 Symco Training Ltd.
  • Show Website
    Selling In The Motor Trade

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