Pricing – The True Value of Knowledge

In this week’s episode, I’m going to be telling the fantastic story about FedEx and more specifically a guy called Fred Smith.

Now, this is a story I heard maybe 10, 15 years ago from Tony Robbins. I’m not sure how accurate it is but it describes how Fred struggled to start his business, how he overcame technical and financial issues and I’m going to reveal how his story can help you and your service department.

Here are the highlights:

(01:39) Fred’s hub and spoke distribution centre idea

(02:58) When the distribution centre stops working

(04:56) About Fred Smith

(06:36) Let’s focus on the engineer and his invoice for $10,000 and relate it back to our businesses

(07:40) How long does it take to become a master technician?

(08:59) We’re not selling their time we’re selling their knowledge

(12:55) Don’t sell time, sell what your technician is going to do for the customer

(13:46) We always talk about a return on the investment                

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 employs trainers that are committed to delivering not only inspiring 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

Get the book ‘Words That Sell Cars’ for free at

Get your free trial of The Sales Fitness Programme at