Symco In The News

Car sales & blind dates - the common factors

To offer or not to offer!

I sometimes think we’re too quick to make a judgement call on behalf of our customers. We tend to decide if we think they’ve spent enough, rather than offering every product to every customer every time and letting them decide if they want it. That’s why I always urge all Dealer Principals, Service Managers and […]

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Every sale needs Urgency!

You need to be careful when putting a sense of urgency into your response to telephone enquiries because, if you build urgency in without any credibility, the danger is that your customers won’t believe it. If the customer has seen the car on a site like Autotrader, you can say: “Autotrader gives us lots of […]

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Make your VHC call run smoothly?

Are you thinking of your customer? Set the agenda correctly first at morning drop off! • Make sure you’ve told the customer you’re going to do a complimentary vehicle health check on their car. • Make sure you’ve told them about the different colours on the VHC report, and what they mean. Because if you […]

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Fond memories of your driving test?

A lot of salespeople tell me that they often feel like a driving instructor when they’re doing a demonstration drive, and that can make customers uncomfortable. So here’s an alternative approach that you might want to try. Drive halfway round your demonstration route. This is when I tend to do all of my talking and […]

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How do you turn long distance clients into showroom appointments?

Sometimes, they can be very insistent that they only want to know the best price you can offer them, especially if they live some distance from your showroom. “Well, sir, I take it you don’t want to waste your time or your money? I don’t blame you! I’m so confident I can get the money […]

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Try this for more appointments!

What do you do if a customer calls about a particular car? Especially a specific used vehicle, or a ‘hero car’ where you only have a limited number of units available. This is one of my favourite hooks: “I’ve got a funny feeling one of my colleagues may have taken a deposit on it. Now, […]

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Are you using the power of Alternative Questions?

If a customer calls about the price of, say, a new BMW X3, and we answer their question straight away, they are simply going to keep asking questions until they say thank you and goodbye. And then we’ve lost them. So instead, let’s take control by asking questions of our own – the best ones […]

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Do you load your Sales Peoples lips?

When I first started out in sales management, I used to load the guns of my salespeople with ‘bullets’ to overcome customers’ objections – before they had even come up. After I’d valued a car, for example, I would often say something to my salesperson like ‘now, remember, it’s flat red and that’s not the […]

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Why do customers visit your dealership?

How do you deal with customers who say, “Can you give me an idea of what my car is worth? I won’t hold you to it, just a ballpark figure.” Often you’ll get this in the first couple of minutes of the sales process, and you can’t really give them a figure at this stage. […]

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Are you selling on price?

There will always be someone out there who will do it for a little bit less! So if you allow them to compare your prices with other garages and fast-fits you may be fighting a losing battle. Remember you’re selling expertise – not time! That’s also what you are selling in your service department. Not […]

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