Can You Wow Your Customer?

It’s a pleasure to have Alistair Horsburgh, Group Chief Strategy Officer, from CitNOW Group, with us this week to tell us about the group and his career path so far.

We discuss how a dealer’s digital presence is key but also presents challenges in how  to differentiate a business. This then leads us on to examine the ever evolving decision journey a consumer makes when buying a vehicle.

Alistair will be back with us in a couple of weeks to chat about everything from Artificial Intelligence to Sales Agency.

Here are the highlights:

{03:04} Valuable Lessons Learnt

{06:03} People Don’t Earn Their Stripes the Same Way

{08:44} How Did Video Sneak Up on Us

{18:45} Digital Presence

{19:53} Consumer Decision Making

{27:17} Video Opened Up the Showroom to the Customer in Their Front Room

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.

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