Symco In The News

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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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Why change the Brake Fluid?

When you’re explaining a brake fluid change, the most common objection service advisor’s tend to get is the customer telling them they just haven’t done that many miles in their car. I thought this is a great way of getting customers to visualise why it’s so important to have the brake fluid changed. The ‘Orange […]

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Want to sound better on the phone? Try these tips.

First, when you pick up the phone, pause, take a breath, and don’t get half of your introduction out before the phone is next to your ear. The pause tells the customer to switch their ears on. Next, at the start of the call, speak a little louder than you usually do. For two reasons. […]

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Every great close should start with a great opening

“Have you found what you’re looking for”? If the customer say yes, you can then say, “Great, which one’s caught your attention?” And then, when they tell you, “What was it about the [model] that caught your attention?” They might say something like, “I like the 16-inch alloy wheels that it’s got.” “Oh, great, why’s […]

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Servicing for Free!

This might be a bit controversial but, in a way, servicing a car is free. Indeed, when someone first told me that I thought they must be mad. We’re here to make a profit after all, and part of that – a big part – comes from servicing. But think it through. If you had […]

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Who is the expert?

Here’s an old one, but the message remains very relevant! Let’s go through some numbers. How many people a day do you speak to as a car salesperson? Two or three is about average, in which case you are probably speaking to between 700 and 1,000 prospects over the course of a year. Now let’s […]

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Have you built enough rapport with your customers?

Ask yourself a simple question. Who is doing all the talking at the start of the sales process? If it’s you, the chances are you are not getting to know the customer. You are probably spending too much time talking about the deal instead, which makes it much harder to open your customers up and […]

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