Selling In The Motor Trade

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

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

Battery health now beats mileage for used EVs. I sit down with Oliver Phillpott (Generational) to cut the noise and show you how state of health (SOH) drives value, trust, and stock turn. What you'll learn The battery factors that actually move price, and how to explain them simply to buyers. Practical SOH thresholds dealers use to retail vs trade. PHEV vs EV: different degradation patterns and what they mean on appraisal. Warranty basics, servicing pitfalls, and when to test anyway. The battery health report: the one-pager that reduces returns and speeds up the sale. 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

Leadership isn't about shouting "be more driven". It's about creating the conditions where people choose the right behaviours. In this episode, I talk with leadership coach Wendy Harbutt about practical management strategies you can use today: getting beyond "carrot and stick", setting agreements that people actually keep, and replacing lazy money fixes with recognition, growth, and clear processes.  What we cover Nature vs nurture: you can encourage drive, you can't inject it. Focus on the outcome and design better routes to it. "Why won't they answer the phone?" Get past labels like "lazy"; find the real blocker and change the environment so the right choice is the easy one.  Accountability that works: co-create clear, timed agreements; agree the check-ins; coach the "how" before you judge the result. Motivation beyond money: belonging, progress, recognition, development, and why cash alone is a blunt tool that can backfire.  Induction and process: lock down the non-negotiables early, then keep performance interesting so it sustains.  Teams vs lone wolves: decide what you actually want, then design incentives for that, not the opposite. First-time manager playbook: daily reflection, get a mentor, learn core skills (delegation, feedback), believe you can, and build from there. 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 joined by Wendy Harbutt from Dramatic Improvement, who specialises in leadership and management coaching.  You'll hear: -    How role play is a powerful learning tool -    Ensure you build relationships for your next step -    Stop reading and start putting things into place -    Try to catch people doing things well and talk about it We are delighted that Wendy will be back in the next episode to enlighten us with more top tip leadership skills. 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, you get two motor trade veterans' perspectives on leading teams and fixing underperforming sites. Daksh discusses imposter syndrome, making your ambitions visible, and why you start with the numbers, not vibes. Andrew breaks down the turnaround that took a Peugeot site from 168th to 1st in two years. Daily basics, visible metrics, relentless follow-up, and genuine appreciation for the team (yes, even fish-and-chip vans). If you run a department or you've just stepped into management, this is a practical hour on what to look at, what to ask, and how to get people moving in the same direction. 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 unpack Auto Trader's move to make Deal Builder mandatory and ask the question dealers care about: who owns the customer and the deal? You'll hear: What Deal Builder actually does (reserve for £99, PX, finance) and why Auto Trader says those journeys convert better and often happen after hours. The real-world headaches dealers are reporting: reservation timeframes, cars marked "reserved", and customers vanishing over a weekend. Why "omni-channel" is right in principle—but the line blurs when a marketplace inserts itself between you and the buyer. Data control worries when PX and finance run through a third party—and what happens at renewal. The money question: it's free until end of 2025… so how will it be monetised next? Plus the background noise on rising platform costs. Practical alternatives and diversification routes so you're not over-exposed to a single source of demand. If you're pro, anti, or just unsure, this one gives you the questions to take back to your team. 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

Part 2 with Steven J. Whitton (Menable) goes deeper into performance, burnout and fixing sales culture without fluff. We unpack why living in the red burns people out and how leaders can make honest conversations the norm. You'll get the exact word tracks to open a room fast ("What had your attention before you walked in?"), the shift from mental health box-ticking to mental wealth with mental health champions, and the metrics that tell the truth. Attrition, absence, honest absences. If you want reps who sell hard without leaving a mess, this is how. 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

A straight-talking chat on culture, leadership, and mental health in the motor trade. Stephen explains what a "psychologically safe" dealership looks like in practice — people performing best when they can be 100% themselves — and why that starts with managers realising they manage people, not just the sales sheet. He shares the origin of Menable (the "Men-Able" idea and that bracketed M) and how the brand widened to mean enabling open conversations across the trade. We cover early warning signs on the showroom floor — the ever-present workhorse, or the class clown masking things — and what curious, present leadership looks like day-to-day. 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

Our 250th episode! For over 5 years, we've been the No.1 podcast for automotive sales and management training. In total, we've delivered 5 days, 3 hours, 55 minutes and 33 seconds of advice, news and stories from some of the biggest names in automotive. Today, we're back for part 2 of my conversation with Chris Cormier, Mercedes-Benz Head of Sales. We're talking about what keeps customers coming back for their 2nd, 3rd and 4th car, and how to lead a veteran team without burning them out. We discuss radical transparency on numbers, a culture of two-way feedback, and "wow" test-drive moments that buyers never forget. We also get honest about AI. Where it helps (data in, insight out), and where humans still win (trust, handovers, accountability). If you're stepping into your first leadership role or looking to get the most out of a seasoned team, this one's a must-listen. Episode highlights: Celebrating a 25-year service award and multi-purchase customer relationships Making performance visible by sharing budgets, weekly results and auction data with the whole team Creating "wow" moments AI in the showroom. Useful for analysis, not a replacement for people (yet) Culture > meetings. Scrapping Monday sales meetings and easing into the week Coaching for loyalty. Star-expert handovers, name-on-the-wall deliveries, and earning forgiveness when hiccups happen Leading without ego. Servant leadership, psychological safety, and inviting constant feedback 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

Inside Mercedes-Benz Brooklands. Test tracks, heritage floors, AMG experiences and all. Chris Cormier breaks down the leadership techniques he uses to keep a prestigious site performing. From apprentice technician to head of sales, Chris shares the non-negotiables (effort, accountability, humility), why "what you tolerate, you condone," and how to create a culture where performance feedback is safe, specific and data-led.  We dig into hiring for attributes over CVs, the difference between motivation and discipline, and the story of building a whole sales team from industry newcomers, what worked, what didn't, and how they tuned the model as the market shifted. If you lead a sales floor (in autos or anywhere), this is a masterclass in fair, calm leadership that still delivers. 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