Welcome to the Selling and the Motor Trade Podcast, an association with Symco Training. This is the weekly podcast where we share best practice tips and ideas on how to sell more cars, improve your service department and generally put more profit into your dealership or dealer group. I'm your host, Simon Bowkett. Now some of you probably already know me as Skipping. I will start by saying thank you for taking the time to listen to this podcast. I love you a lot. See I was talking about last time mnemonics or acronym, I don't know which one it is. And of course, well done. Straight away I've got people coming back telling me exactly what it is. I've got people turning around saying, no I don't know what I'm talking about. You've got that one wrong and you're probably right. Okay. Now I know a mnemonic is a way to remember things. The acronym is the first letter of the word sets up a word. So when I said the acronym of spacer was a mnemonic, it's the acronym. The acronym of man for remembering money, authority, needs and wants. So thank you. Thank you. Thank you. Every day is a school day, as they said. Have you hear something else that's more important and why I wanted this episode to go back into this. We talked about the acronym of spacer to remember the customer's buying emotion. Are they anxious? The safety of the car, performance, the practicality, the economy of the car, the SPA, the aesthetics economy, the reliability of the car there. Oh, see, I got to remember how to spell spacer to do it. However, guys, it's not fair just to put people into one box. Some people out there talk about the acronym precise. So precise is peers for the performance as the reliability. PRI is the image of the car. PRIC is going to be the comfort. E is the economy I'm guessing and I can't spell precise. Safety probably at the end is that how you spell precise helps if you can spell. There's lots and lots and lots of these acronyms out there. Money authority needs and wants is another one we talk about. But it's not fair just to put people into one box. If we actually take my last three or four cars I bought. I'll get people that. Hey, listen, which one do you think floats my boat? And I talk about having Audi A6 and then I went to a two-liter diesel. So I said, right, the Audi A6, which one do you think floats my boat? Am I interested in the safety of the car? The performance, the practicality, the assets of the car, the economy, the reliability of the car. And invariably people say, oh, you're interested in the performance. Someone says, no, he does 30,000 miles a year. It's got to be economy. Well, it is a diesel. You're right. No, no, no, it's not that one there. It's going to be the second car because he's got a black line. It was a or the chrome was blacked out a black edition. Sorry, I should say. And someone else says, well, no, he's doing 30,000 miles a year. It's the comfort of the car. That's what he's really, really important. It's the comfort. Then someone else will turn around and say, no, no, no, listen, he's got two kids. OK, safety's got to be 30,000 miles a year. He's on a motorway. It's got to be safety. And I say, have a look at that. Now, quickly, we can guess that everyone's interested in what we're interested in. What you've got to remember with these things is people, you can't just put into one box. OK, because I'll go back through the list. OK, and so come on, let's have a look at this backwards. Ah, reliability. Is that my dominant buying emotion? No, it wasn't. If reliability was my dominant buying emotion, I would buy a car. That's Japanese. I see that the Lexus and Honda always tend to be right at the top of these JD power surveys for reliability or whatever you use in your country. OK, was it the economy working backwards? You know, well, yeah, I do 25, 30,000 miles a year. I have a diesel there, but it is a three-liter diesel, which eats tires like it's going out of fashion because it's a quatro. So it's not really reliable. If that was my dominant buying emotion, guess what? I'd buy a two-liter diesel or something like that. OK, comfort. Well, listen, the car that I talk about this Audi A6, Lomon special, it had tires on it was so thin, I'm almost certain they painted them on. I would get from London back home to Cheshire. I'd be crippled. So it's maybe not that. OK, so then I go to the aesthetics of the car. Actually, this car was black. I showed the guys the photo of it. It was a Lomon special. It was a black edition. Means all the chrome was blacked out. Black wheels on it. It had black tinted windows. It looked like a pimp mobile. I was worried I'd stop at the motorway, the lights or something, trying to get on the motorway. And people knocking on the window saying, do you have any like class A drugs or something like that? No, it was just it didn't suit my style of what a car should look like anyway. OK, was it actually safety? You know, I have two little boys and like every single father. I honestly hope they're mine. Oh, no, sorry, that's a joke. Clearly OK, but of course, safety is important to me. But safety was number one priority. Wouldn't I buy a big four wheel drive with lots of mass around? Fun enough. My boys are hardly ever in my car. If Emma and I would go out as a family, we'd go on her car. And funny enough, she drives a big four wheel drive with lots of mass around us. Now, the real reason I bought that car is a guy called Kevin took me for a drive in it. I went, wow, here's my midlife prices right now. I've got to have a bit of this. That's where I bought the wrong car for the job. I sold that car and bought a two-leaser diesel. What's my number one priority for buying that two-leaser diesel? It's 100%. Economy. That's it. No more, no less. OK. Now, I sold that. I've got my current car at the moment. And this come up because I'm thinking it's changed time again. OK. And my current car is same as the last one. Same brand, same model, same specification. It's the same color. The only difference is my last one, the warranty run out. This one still has a warranty on it. And I went from a two-leaser diesel back to a three-leaser diesel. What am I to buying emotions on Spacer? You're right. It's actually reliability because I wanted that warranty again. I went from a two-leaser back to a three-leaser. There's the performance again. But again, this is the message I had from someone this week. You can't just put people into one box because you might have Mr. Boy Racer who's had a brand new baby. He still wants to be Boy Racer, but he wants to be a safe boy racer. So actually, I want to see if you're old enough to remember the old-fashioned graphics equalizer on a ghetto blaster. And this is where Darren Bedford explains this so much better than I do. Darren talks about each one of these bits on Spacer or Precise, whatever you've been taught to use. It's just on a scale of one to 10 because my safety is probably about a two to three out of 10. It's not an eye on my agenda for my own personal car, different for Emma's car. SP. My performance, actually, it's probably about getting older now, but it's still about a seven or eight on the priority for me out of 10. SPA stands for this set of car. You know what? That's not high on my agenda at all. OK, it's... I don't know. What an ugly car. Fiat Multipla is not high up on my agenda there, but it's not as high as it is for some other people. OK? SPAC stands for comfort. The older I'm getting, that's getting higher and higher now. OK, take it back 20 years ago. I didn't care about it, but now I'm 49 now. And I can't tell you that one's coming up high and higher. SPAC is the economy. Wow, we're fuel prices. That's coming into my attention now. OK? It's not only in the middle, but you know what, with economy, it doesn't always make you. People spend 20, 30, 40, 50,000 dollars just by a car that's actually got five miles an hour better fuel consumption than their current car. People, it happens all the time there. OK? But the economy, fuel prices, I think it's going to be on lots of people's heads. And SPAC is reliability. Well, actually, the car really wanted last time. I could never, ever buy. It was an alpha Romeo that quad trip for the O1. And again, I'm going to get lots of people coming in and say, yeah, you don't even know the name of the car. And you're right. I don't. OK. But I really like that car. I think it drives better my current car. I think it looks better than my current car. The economy is probably not going to be as good as my current car, but that wouldn't put me off. But the reason why I could never, ever, ever buy it is because I don't live on a bus route for when it breaks down. Oh, there just goes any training where we're going to do for the alpha and the organization. I'm only joking. People know when they buy that car. And I'm sure it's a reputation they've got anyway. But the point I'm making is each one of those spacer, precise, it's a scale of one to 10. Don't just assume people are in one box. OK? Actually, just have a look at what their priorities are. I hope that helps. I'll see you again next time. That just leaves me to say that all details of this episode and other episodes on the selling in the motor trade can be found on our website simcotraining.co.uk. Go there to get a copy of our book, Words That Sell Cars. Go there to sign up to a free trial of our sales fitness online sales training program. Easiest way to get hold of me is Simon Bowkett through LinkedIn. Thank you.
