Advertise on podcast: Selling In The Motor Trade

Most dealers are still valuing used cars the way they did ten years ago. Buy it at auction, add a margin, put it on the forecourt and hope the price holds. That approach does not work in a market where Chinese brands have no residual history, EV prices have swung dramatically, and live data can tell you within minutes what a car will actually sell for in your postcode. Derren Martin spent years as one of the key voices at CAP and now consults for Cazana, a retail-down pricing platform that gives dealers a transparent look at what comparable stock is doing in their area right now. This episode is for the used car manager who wants to know exactly how to value stock in 2025, not how it was done in 2015. What's covered: • The donor vehicle method for valuing Chinese EV brands that have no UK pricing history to work from • Why retail down beats trade up, and why relying on what you paid at auction first is the old way of doing it • What Cazana surfaces that CAP and Autotrader do not, including full vehicle history and MOT advisories • Why used EVs still sell at the right price and why the dealers avoiding them entirely are taking the bigger risk • The 30 to 40 day speed-to-sell benchmark, and the signals that tell you it is time to adjust • Why a used EV always has a floor value, because the battery pack holds secondary-use worth even at end of life • How Chinese brands are reshaping dealer footprints and what a mixed stock strategy looks like in this market • Where AI is already being used in valuations and the limits it still runs into with low-volume or new-to-market     vehicles Derren Martin was the voice of CAP's used car valuation operation for a number of years, working with dealers, leasing companies and OEMs across the UK market. He now consults for Cazana, which was rebuilt after Cazoo collapsed and is competing with CAP and Autotrader on both data depth and price. If you are a used car manager trying to stay ahead of EV pricing shifts and the Chinese brand wave, this is the episode to put on. Darren Martin spent 12 years at CAP HPI, eventually directing the full valuations and forecasts operation across all vehicle types. Before that, 17 years at Vauxhall across fleet, van sales and residual value management. He now consults independently through Black and Gold Consulting, with clients including Chinese brands, legacy OEMs and large retail groups. If you are responsible for used car buying, stock policy or forecasting in any form, Darren's view on where the market is heading is the kind of context that is hard to get anywhere else. 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  

There is a number that should get every used car manager's attention. The OMODA J5 7 was the biggest selling car in March. The deal was around £299 down, £299 a month. That is an extraordinary amount of car for that payment, and it is working. The problem is that car becomes a used car in three years, and the used car market for Chinese brands does not really exist yet. Derren Martin ran the entire forecast and valuation portfolio at CAP HPI for several years. He knows better than most what happens when new car volumes are not matched by a credible used car strategy. He is not predicting disaster. But he is clear that the residual value risk is already being built in, and most people in the trade are not thinking about it yet. What's covered: • How CAP HPI valuations are built and why human editors, not algorithms, are still making the calls  • Why Chinese brands have grown at a speed the legacy manufacturers genuinely did not expect  • What happens to residual values when PCP deals are driven by interest rates rather than real demand  • The channel management decisions, daily rental, Motability, fleet, that either protect or destroy used car values  • Why Stellantis carrying too many brands in the same market segment is a long-term structural problem  • Which smaller Japanese brands face the biggest risk of losing UK relevance  • What a dealer should be doing right now to think ahead on used Chinese brand stock  • Darren's prostate cancer diagnosis at 48, how a locum nearly turned him away, and why men in the trade should       ask for the test rather than wait Darren Martin spent 12 years at CAP HPI, eventually directing the full valuations and forecasts operation across all vehicle types. Before that, 17 years at Vauxhall across fleet, van sales and residual value management. He now consults independently through Black and Gold Consulting, with clients including Chinese brands, legacy OEMs and large retail groups. If you are responsible for used car buying, stock policy or forecasting in any form, Darren's view on where the market is heading is the kind of context that is hard to get anywhere else. 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

You'd back central London as prime EV territory. Josh Apps from V12 can't move them. He'll sell a red-on-red Range Rover faster than a well-specced Tesla every time. That counterintuitive reality is one of several sharp observations from a dealer who built a credible high-end business in one of the most expensive places in the UK to operate, with no forecourt, no showroom, appointment only, and overheads that would make your eyes water. On top of that, why the Auto Trader Deal Builder rollout felt like a bully move, what Google entering the market actually changes, and practical advice for any sales manager weighing up whether to leave the main dealer world behind. What's covered: • The Deal Builder rollout, why dealers felt steamrolled and what Auto Trader got wrong • Auto Trader's data play: why the transactional data is the real long-term asset  • Google entering car retail and why it could give dealers genuine leverage for the first time in years  • Why used EVs still do not move in central London, even at low price points  • Social media targeting as an emerging channel for specialist stock  • The honest advice Josh gives anyone thinking about going independent  • The V12 model, appointment-only, no showroom, high-end stock, central London overheads  • Why starting small with cheap, easy-selling stock is still the right move for new independents Josh is the founder of V12, a central London independent operation built from nothing in 2022. He runs it appointment-only with no glass box, high overheads, and a reputation built entirely on relationships and knowing what to buy. He came into the trade from outside the main dealer world and has grown the business into something talked about well beyond where it sits geographically. If you want an honest view of where independent retailing is heading, the platforms, the EVs, the overheads, and the margins, this is the episode to listen to. 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

What happens when a former professional footballer and football agent walks into the motor trade… and decides to build a dealership with "more care, more style, and a lot less ego"? In this episode, I'm joined by Josh Apps, founder of V12 Automobil in Central London. Josh didn't grow up in the trade. He's built V12 from scratch since 2022, and he's straight-talking about what actually works when you're buying and selling everything from a £20k GLC to a £1m+ hypercar.  We get into the real mechanics of his business, like underwriting stock, consignment done properly, why some dealers go bust with SOR, what he's seeing on Carwow and Motorway, and how he thinks about margin, risk, and stock turn in a market where plenty of people are trying to make £5k the easy way instead of £9k the stressful way.  Episode highlights: The mindset shift from football + agency life into running a dealership, and what skills actually transfer. Josh's take on consignment/SOR: why it can work, why it often blows up, and the process that stops you "playing with other people's money". How he sources stock day-to-day (dealers, auctions, Carwow/Motorway, LinkedIn, banks) and why access to stock is both easier and messier now. The uncomfortable truth about online buying platforms: inflated offers, knock-backs, cars reappearing, and how it creates friction for customers and dealers. A proper "car dealer war story": the Range Rover that turned into an engine rebuild, a transport job, and a stress test in customer service. The simple but rare philosophy that's kept his reviews and referrals strong: do the right thing even when it costs.   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

Most salespeople wait for the dealership to hand them customers… then wonder why they're stuck at "average".  In this episode, I'm joined by Ali Reda, one of the highest-volume salespeople I've ever spoken to, to break down the mindset shift that changes everything: you don't "work for the dealership", you run your own business inside it. Ali explains how he builds trust through community work (so customers come looking for him, not "a price"), why he refuses to sell from panic, and how he's built a small team that generates its own customers without touching dealer-provided walk-ins, phone-ups, or internet leads. We also get into what dealers and managers need to change if they actually want elite performers to flourish. Episode highlights: Why "30-day thinking" kills long-term growth, and what to focus on instead. The community-first approach that makes customers loyal to the salesperson, not just the brand. How Ali built a team under him and trained them to generate their own business. What to measure when you're building a career, not chasing this month's number.  Why managers should give top performers more autonomy (and how to trial it properly). A simple way to "post-mortem" every deal. What went right, what went wrong, and what to fix next time. If you're a salesperson who wants more repeat and referral, or a manager who wants your best people to stop getting boxed in by process… this is for you. 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

Ali Reda is the car salesperson who sold 1,582 cars in 12 months, hit 32 cars in a day (twice), and talks through the exact model behind it, without living at the dealership.  He works Monday-Friday, doesn't do weekends, and built a "business within a business" by going all-in on relationship selling, community presence, and a delivery process that removes bottlenecks.  Episode highlights: How Ali went from "hair on fire" chasing fresh ups to having customers queue to see him.  The mentors and moments that changed his ceiling: Jerry Turfe, then Damien Boudreau, and the shift from "30 is elite" to bigger numbers.  What he had to unlearn to scale. Things like demo drives, manager back-and-forth, and that admin shouldn't sit on the salesperson.  The "doctor's office" process that lets him deliver cars fast, stay calm, and keep the customer experience steady.  Why social media only works if it stays local, and why "being present where you advertise" is the whole point. 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

Most dealerships still do the same thing. They take the top salesperson, give them a title, and hope they become a great leader. In this episode, I'm joined by Neil Carrahar to talk about why that move often backfires, what to do instead, and how to build a leadership pipeline that actually works.  We get into the real issues that show up on the floor, like high performers who poison the culture, managers who slip into micromanaging, and teams that drop their heads the moment targets feel out of reach. Neil shares what "good" looks like day-to-day, including the non-negotiables that keep standards high without turning the place into a prison camp. We also talk about the difference between leadership and management, how to keep accountability without blame, and why a strong morning meeting can change the whole day. We break down the common mistake of promoting great sellers into leadership roles with no development, and why that turns into performance management within a year.  We talk about how to handle a "toxic high performer" without letting fear of losing volume run the dealership.  Neil explains simple non-negotiables like second facing before a test drive, signposting every customer towards a drive while the numbers are being worked, and building offers properly instead of rushing them.  We also get into how to spot when a team's belief has dropped, how to rebuild energy fast, and how to deal with pressure from above without dumping it on your team. If you run a sales team, this one's worth sharing. 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

In this episode, I'm joined by Neil Carrahar to talk about the bit most dealerships get wrong: motivation and mindset. Neil shares a real story from a sales training program, where a new starter put his hand up on day one and asked, "How do I get into the 200 Club?"  That one question told Neil everything he needed to know. We break down what that kind of hunger looks like in the real world, and the simple behaviours Neil told him to focus on if he wanted 200 sold and delivered. We also get into leadership. Not the fluffy "culture" chat. The practical stuff like how a proper one-to-one works, what you look for before you go anywhere near performance, and what you do when someone's not performing and everyone's tempted to write them off as "lazy".  Neil explains how you find the real cause, what to check first, and how to coach it before it becomes a resignation. If you manage salespeople, train new starters, or you're trying to build a team that actually hits targets without burning out, this one's worth your time. 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

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

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

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

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

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

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

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