Selling In The Motor Trade

Joe Duffy Group boss Gavin Hydes on grit, culture and keeping customers happy. Over the past six months, our listenership has grown so much. Many of you missed this 2020 chat with Gavin Hydes, and regulars keep telling me it's the episode they still quote back at their teams. So we're giving it another spin. It was recorded mid-lockdown over Zoom, Gavin's in a glass-and-tile Porsche showroom, so t...

In this follow-up chat, Simon sits down again with Malcolm Beatty of MB Motors in Northern Ireland. They talk through the practical things that keep a small, independent site busy: Building the right website – why Malcolm walked away from a free template, paid for a fully custom design and ended up with an award-winning website. Indoor photo booth – one set of lights, one background, and every car...

Malcolm Beatty was meant to auction cattle, not cars. But after his dad died and the family farm future vanished, the 16-year-old opened the Yellow Pages, circled "car salesman", and never looked back. In this raw conversation, the MB Motors founder reveals: •    How a £450 Peugeot 306 on his driveway became a 150-car forecourt – and why he still trusts auction sheets over glossy adverts. •    The...

Most service advisors freeze the moment a customer pushes back. This episode breaks down 5 objection-handling scripts that turn awkward "no thanks" moments into confident, ethical sales. Simon walks through: •    (2:30) The tyre pitch that makes price comparisons irrelevant •    (4:21) The brake fluid line that reframes the risk •    (6:01) The HVAC analogy that changes minds in winter •    (7:17)...

Speed matters. But when six dealers send back the same templated email, guess who the customer trusts? No one. In this episode, Simon breaks down:   •    Why quick replies aren't the same as good ones (2:01) •    The 7 digital questions every sales team should prepare for (8:10) •    A smarter way to personalise replies using ChatGPT—without rewriting everything (9:04) •    The exact format top sa...

Too many salespeople think they're being helpful by sending valuation app links upfront.  They're not. They're handing the deal away.  In this episode, Simon breaks down how lazy reliance on digital tools is losing you sales.  He explains why quoting a part-ex price before building rapport is a dead-end, how to uncover hidden objections using the "1 to 10" condition scale (24:41), and why most cus...

In this episode we look at business to business sales.  Obviously, you are still dealing with people but getting to speak to the right person first of all is key. With this in mind, where do you start? Simon discusses some approaches to help when cold calling: from canvassing your suppliers to competitors of your existing customers. If your hand feels heavy prospecting your business database, then...

Every dealership loses deals, but do you actually know why ? After 25 years of training thousands, I'm breaking down the 3 most common deal killers in the motor trade — and what top-performing salespeople do differently. In this episode: Why the trial close is make-or-break (and how most reps botch it) The subtle ways your team avoids asking for the sale How most demo drives are a mess — and what...

As you know we often have so much to discuss with our guests, that it covers two episodes, and our recent interview with Chris Wiseman (Managing Director – Wessex Garages) is no different.  In the first instalment we discussed the OEM partnership and this week we move onto the culture within Wessex, staff recruitment and their online navigation team. We also look the how the market may be structur...

We welcome back Chris Wiseman (Managing Director – Wessex Garages), he first joined us on the podcast 219 episodes ago, and a lot has happened since then. Today we discuss the OEM/Dealer relationship, how that has changed and the key to its success going forward. How the new brands differ in their strategies and culture to the legacy brands and the benefits to that. We then dive into the new and u...

We continue with Joe St John, Chief Customer Officer from AutoFi, in this episode. Joe is so passionate about his role, that he went on a journey round the states, in disguise taking sales jobs in order to understand the current process good and bad. What stood out to him, is that managers are exhausted and covering many roles.  Customers are more sceptical than in the past and the trust gap with...

We are delighted to have Joe St John, Chief Customer Officer from AutoFi, with us for the next two episodes. His background is automotive, his parents worked in dealerships, and he has been a salesman, manager and trainer in the trade for a number of years.  Joe was our favourite speaker from this year's NADA conference in New Orleans.  He is so passionate about the customer experience and how we...

Gareth Williams, MD of Hatfields Motor Group joins us again, in the second instalment of his two part interview. With the changes in Jaguar in recent years, Gareth and his team have had to adapt, he elaborates on  their new focus and their aims for the future.   Also, as Hatfields now offer Omoda & Jeacoo, Gareth is well placed to discuss with us, the future of established brands compared to the o...

We are delighted to be joined by Gareth Williams, Managing Director at Hatfields Motor Group. There was so much to discuss, we decided to make this a two part interview and this is the first instalment. Gareth grew up in the trade, and has worked in the industry since he finished university. After working at a Ford dealership, he went to work with his father, and they then bought that business in...

Philipp Sayler von Amende, Chief Commercial Officer for Carwow UK, joins us in this episode. Philipp grew up in the industry, as is parents had Renault, JLR and Volvo franchise dealerships. He has a great passion for the industry and has over 20 years' experience in international markets. With that wealth of knowledge, we discuss everything from customer service, used cars, EV values to AI. Here a...

This week we are joined by Jonathan Sharman, CEO of AutoBi. Jonathan has a wealth of knowledge and experience in the trade from selling cars to managing large dealer sites. He now focuses on aftersales and bringing real time reporting enabling teams to catch issues quickly and react to changes. We discuss the importance of being able to pivot quickly whilst implementing changes, keeping your WIP l...

We continue our debrief of the 2025 NADA Convention in New Orleans in this episode. As Simon explained in Part 1, the conference features keynote speakers and breakout sessions, as well as large halls of exhibitors.  We focus today on more of the breakout sessions attended and what we gained from them. They covered subjects from AI and Sales Process to service retention and influence in the motor...

Fresh off the plane from the 2025 NADA conference in New Orleans,  Simon talks about his take aways from NADA, and why we attend year on year. There was such a lot to discuss, so this is the first instalment with another to follow the week after. This year's conference was definitely one to remember, with snow storms and flight cancellations delaying the start. Anyone attending was glad to get the...

We are delighted to welcome Phil Williams – CEO of Direct Affinity CX. Phil has 37 years' experience being a supplier in the motor trade.  He started his career in subprime finance before starting Direct Affinity after the credit crunch in 2008.   Phil is passionate about great customer experiences.  One important element in building a good customer experience, is the culture in your business.  An...

This week Stuart Wallbanks, one of our own consultants joins us talk all about sales process, the key to sales success and training. Stuart started hie career in Platts Longton, before working with Reg Vardy and then moving on to training.  He explains in his view what makes a good trainer, sales person and manger. We discuss how some sales mangers can get fearful of second facing a customer, as t...

We continue our interview Jono O'Byrne, Sales Director for Endeavour Automotive.   Starting off with being a mentor and learning from Billie Jean King. Jono has also worked in a couple of different agency modules, so he shares the benefit of his experience. We also look at how you move up the career ladder from sales to management, and making the job yours to lose. Then closing with Jono's top tip...

We are delighted to welcome Jono O'Byrne, Sales Director for Endeavour Automotive.  Jono tells us about his journey in the motor trade, experiences and mantras. Simon trained Jono when he was first starting out, so it was lovely catch up again.  There such a lot to discuss, and so much inspiration given, that we have had to split this interview into two episodes.  In this part we look at Jono's ba...

Umesh Samani - Owner of Specialist Cars Stoke,  and Chairman of the IMDA, joins us to chat about selling used EVs. We focus on used electric vehicles from an independent dealer's point of view. The challenges buying and selling them initially creates and the opportunities afforded once mastered. At the moment approximately 6% of vehicles on Auto Trader are EVs, but this is growing all the time and...

We  are delighted to welcome back Jason Cranswick with another instalment of our book club.  In this episode we discuss a selection of books that are brilliant to have on your reading list for 2025, if self-improvement is one of your goals for the year. The nine books we are recommending, cover everything from effective habits, to using AI, understanding behavioural science and managing the direct...

This episode its time to look at the trial close, test close or pre close, whatever you like to call it. Its an important stage that can't be missed, as it's asked to ensure the car is right for the customer, before you go to the numbers. Think of it like a proposal, if you went to straight to the wedding without asking the question, it would be too much, too soon. Here are the highlights: {00:57}...