Your service staff are the key to selling customers their 2nd and 3rd vehicles – with Jeff Cowan

We are delighted to talk to Jeff Cowan from Pro Talk, he is a partner of the NADA and has spoken at more Dealer20 Groups, than all the other speakers combined.

Jeff is also a big fan of the Indianapolis 500, and his book looks at life lessons that can be learnt from the drivers, teams and personalities within the sport.

This is a two part interview, and in the first instalment,  we look at the importance of your service advisors, and how investing in their development whilst holding them accountable,  is essential to your business’s success.

Here are the highlights:

{05:15} First Professional Sales Job

{07:51} Becoming Amazon

{09:55} Service Staff  Sell Your 2nd & 3rd vehicles

{16.15} Indianapolis 500

{22.12} Accountability

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 in spiring 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