The changing face of the motor trade with Ian Parker: “Are we dinosaurs?”

In this week’s episode I am chatting with Ian Parker – Ian began in the motor Industry in 1983 at Central West Ford selling new Fords and Used Cars in Orange NSW Australia.

By 1989 Ian had established Ian Parker Motors in Orange starting with only 9 used cars on 800sqm block, and 2  staff.

Ian Parker Motors grew into a leading dealership in the Central West where everyone shopped for a quality used vehicle ~ with a quirky little jingle “Ian Parker Cares” which is still remembered today!

Now Ian runs a successful automotive coaching business –

We discuss the changing face of the motor trade over the last three decades and discuss what has changed , but crucially – what fundamentals are still present in practice now.

This is a 2 part interview – part two to follow in a couple of weeks!

Here are the highlights:

(01:55) Ian’s beginnings

(04:10) There’s your desk and phone…sell cars!

(09:08) Building relationships

(13:51) Sell yourself first

(18:27) Hungry for information

(26:01) Fixing the issues

(34:17) Online vs face to face

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 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