Introduction

[Tommy83 0]

Hi all, 

I've been lurking on here for a few years - I think I first signed up in 2018 when I decided I wanted a career change and to start selling cars (purely from being obsessed with them). 

A bit about me - been in sales all my professional life, co-founded a telecoms company in 2008, traveled all over the world with work but had had enough and wanted to take control of my own destiny. 

Formed a Ltd company in October 2018, went to a few auctions to get a feel etc and bought my first car in March 2019. Bought and sold maybe 1-2 a month for the next 12 months whilst I still had my full time job. Decided at the end of 2019 that I was going to take the leap and told my work, worked out my notice and left full time employment at the end of March 2020. 

As soon as I finished work we went into our first lockdown - I thought I had just made the biggest mistake of my life!! Anyway, since then its been going well - desperately trying to increase my stock numbers (I really want 20 cars advertised). I'm FCA and VAT registered - offer finance through Close brothers who are great. 

Just wanted to say a big thanks to all the experienced guys on here that I have learnt a huge amount from - still learning a lot every day but am much more confident in what I'm doing now and am trying my hardest to grow. 

If anyone wants to give me an honest critique of my adverts, I would really appreciate it - here's my website: https://www.wheelerautomotive.co.uk/

Cheers

Tom 

[Rory RSC 596]

Youve done more than a lot of people do by just getting started.

You have nice stock.

 

Your pictures don't look to have had that much effort and could be improved by just taking a bit more time and aiming for perfect. They could be a lot better, I suspect you know that.

 

You don't have video. Video sells cars.   An honest walkround with voiceover shot from your phone and uploaded to youtube with a link will make a huge difference for you.    If I had one tip for any dealer it would be do them.

[David Horgan 564]

Hi Tom 

Well done for starting up to begin with . 

Pics of your cars , need a new camera to start with , stand further back and zoom in , , Simple camera like a DSR type has Zoom for framing and Macro for close up inside . They have better lens too so the interior shots look real , The Merc seats look small and laid back on yours , that's the lens in whatever your using . Remember to frame the car edge to edge as well , your selling metal not trees bushes and surrounding cars ,  oh keep your jeans shoes and face out of the pics too, they are looking for cars not clothes .

The rest is down to you really , stock , prices , and everything else is personal to you . 

Good start though , Some nice stock too . Well done so far 

Sorry if i come over direct , its how i am , not changing now  mmmm that's me being direct again isn't , oh well now you know what i am . 

[Halfpenny 114]

OK, some blunt comments...Agree with above though. Looks like you are selling from a farmyard - try to frame things so there isn't half a barn in a picture or choose a better location to do your photography.

Warranty looks a bit mean,  3M/3k on a £28K Rangey..? 

[umesh 336]

Hi Tom

Welcome and good on you to make that move!

As already said but defo "Video's sell cars' been saying that for many years - IMO Don't do 'silent movies' or 'Musicals' needs voice over with features of cars etc etc, I promise you you'll see instant results from videos.

Pictures I've quickly looked at the BMW 3 Series in white, main image looks good but then the back ground as you move around spoils the effect imo, move the car round so no clutter in the back ground. 

Good luck!

Umesh 

 

[Tommy83 0]

1 hour ago, Rory RSC said:

Youve done more than a lot of people do by just getting started.

You have nice stock.

 

Your pictures don't look to have had that much effort and could be improved by just taking a bit more time and aiming for perfect. They could be a lot better, I suspect you know that.

 

You don't have video. Video sells cars.   An honest walkround with voiceover shot from your phone and uploaded to youtube with a link will make a huge difference for you.    If I had one tip for any dealer it would be do them.

Thanks Rory, photos is something I have already been working on - agree I still need to improve. Have got a new camera which I'm learning how to use at the minute. 

On the video front, I have been doing videos but they aren't that obvious on my site (thankfully they are on Autotrader) - here's my channel: https://www.youtube.com/channel/UCmU1hyMFUiw2WPvzl3bOMaA

17 minutes ago, David Horgan said:

Hi Tom 

Well done for starting up to begin with . 

Pics of your cars , need a new camera to start with , stand further back and zoom in , , Simple camera like a DSR type has Zoom for framing and Macro for close up inside . They have better lens too so the interior shots look real , The Merc seats look small and laid back on yours , that's the lens in whatever your using . Remember to frame the car edge to edge as well , your selling metal not trees bushes and surrounding cars ,  oh keep your jeans shoes and face out of the pics too, they are looking for cars not clothes .

The rest is down to you really , stock , prices , and everything else is personal to you . 

Good start though , Some nice stock too . Well done so far 

Sorry if i come over direct , its how i am , not changing now  mmmm that's me being direct again isn't , oh well now you know what i am . 

Thanks for your feedback too David - much appreciated - I agree on all of it! 

8 minutes ago, Halfpenny said:

OK, some blunt comments...Agree with above though. Looks like you are selling from a farmyard - try to frame things so there isn't half a barn in a picture or choose a better location to do your photography.

Warranty looks a bit mean,  3M/3k on a £28K Rangey..? 

Thanks Halfpenny - I'm based in rural Buckinghamshire, not quite a farmyard but very similar! I sell a lot of Land Rovers and most of those buyers quite like where I am - agree on the sportier stuff its not a great look. I am actually looking for a unit at the moment as I'm sick of cleaning stuff all the time. 

Hadn't thought that much about the warranty length on the more expensive stuff - will give that some thought - thanks again. 

9 minutes ago, umesh said:

Hi Tom

Welcome and good on you to make that move!

As already said but defo "Video's sell cars' been saying that for many years - IMO Don't do 'silent movies' or 'Musicals' needs voice over with features of cars etc etc, I promise you you'll see instant results from videos.

Pictures I've quickly looked at the BMW 3 Series in white, main image looks good but then the back ground as you move around spoils the effect imo, move the car round so no clutter in the back ground. 

Good luck!

Umesh 

 

Thanks Umesh - I'll give it a go with moving the cars instead of me - thanks for the tip!

[David Horgan 564]

26 minutes ago, Halfpenny said:

OK, some blunt comments...Agree with above though. Looks like you are selling from a farmyard - try to frame things so there isn't half a barn in a picture or choose a better location to do your photography.

Warranty looks a bit mean,  3M/3k on a £28K Rangey..? 

Your more direct than me LOL 

I didn't want to say that , but yes its true , Take the pics somewhere else Tom . Lose the stone car park 

[Tommy83 0]

Haha, agreed - will start looking for a better spot. 

[Rory RSC 596]

I dont think the warranty is mean, but I think it worth a converstation with customers. 3 month 3k but covering everything bar say tyres bulbs and brake pads to me is worth more than a years worth of warrantywise wont pay out for anything not worth a wank.

 

 

[Kes 7]

4 hours ago, Tommy83 said:

Hi all, 

I've been lurking on here for a few years - I think I first signed up in 2018 when I decided I wanted a career change and to start selling cars (purely from being obsessed with them). 

A bit about me - been in sales all my professional life, co-founded a telecoms company in 2008, traveled all over the world with work but had had enough and wanted to take control of my own destiny. 

Formed a Ltd company in October 2018, went to a few auctions to get a feel etc and bought my first car in March 2019. Bought and sold maybe 1-2 a month for the next 12 months whilst I still had my full time job. Decided at the end of 2019 that I was going to take the leap and told my work, worked out my notice and left full time employment at the end of March 2020. 

As soon as I finished work we went into our first lockdown - I thought I had just made the biggest mistake of my life!! Anyway, since then its been going well - desperately trying to increase my stock numbers (I really want 20 cars advertised). I'm FCA and VAT registered - offer finance through Close brothers who are great. 

Just wanted to say a big thanks to all the experienced guys on here that I have learnt a huge amount from - still learning a lot every day but am much more confident in what I'm doing now and am trying my hardest to grow. 

If anyone wants to give me an honest critique of my adverts, I would really appreciate it - here's my website: https://www.wheelerautomotive.co.uk/

Cheers

Tom 

Nice stock, Tom. Good to see some classic cars. Good luck.

[Halfpenny 114]

1 hour ago, Rory RSC said:

I dont think the warranty is mean, but I think it worth a converstation with customers. 3 month 3k but covering everything bar say tyres bulbs and brake pads to me is worth more than a years worth of warrantywise wont pay out for anything not worth a wank.

 

 

Maybe true but its about the customer's perception. He asked about his ad and my view is a potential customer looking at £28k car might be put off by statement of 3M/3K warranty in the ad.  Better not to mention it at all then IMHO and discuss warranty options with customer in person..

[trade vet 701]

Hi Tom

If it is going well and you are getting ahead and you are happy,then don’t change it.The grass may not be greener by moving premises,having more stock etc.I think you should stick to what you are doing for a few years and don’t make the mistake of being influenced by other dealers unless you have seen their latest set of accounts. Your photies look punter friendly to me.You could always display your CV ( with a little embellishment ) as it is probably interesting and punters will like that .Good luck.

[Casper 272]

Good luck Tom

[BHM 994]

1 hour ago, trade vet said:

Hi Tom

If it is going well and you are getting ahead and you are happy,then don’t change it.The grass may not be greener by moving premises,having more stock etc.I think you should stick to what you are doing for a few years and don’t make the mistake of being influenced by other dealers unless you have seen their latest set of accounts. Your photies look punter friendly to me.

THIS + your photos look ok to me (although I sell some shite so don’t pay too much attention to me). 

Videos are DEFINITELY a bonus, nowt fancy just a 2-3 minute walkaround with a mobile phone, no point boring punters to death. Whether or not you like videos they seem to instill confidence & get buyers to travel further and/or dig a little deeper.

[Martin F 15]

Nice stock and sounds like you are doing well. 
 

I’m not really in a position to critique as a relative newbie, but the only thing I notice is no landline number which may put some people off. Maybe worth investing in a virtual landline number which diverts to your mobile like some (including myself) have done. 

[BHM 994]

9 hours ago, Martin F said:

I notice is no landline number which may put some people off.

Eh? It’s 2021.

[Rory RSC 596]

16 hours ago, Halfpenny said:

Maybe true but its about the customer's perception. He asked about his ad and my view is a potential customer looking at £28k car might be put off by statement of 3M/3K warranty in the ad.  Better not to mention it at all then IMHO and discuss warranty options with customer in person..

Sorry, agree I meant have a conversation with the customer.

 

Good advice as well Tom from the ever optimistic trade vet. Go round asking dealers giving free advice to look at accounts before you take their advice on board. Can't see what would go wrong with that.

I'd probably look at whos been consistent and grown and sells plenty. Irrespective of if they are making money or not thats very much their problem, as long as you take the good bits from what they do, tweak it and put your own spin and YOU MAKE MONEY then thats the main thing rather than poking your beak into what others do. Just my opinion anyway.

[trade vet 701]

25 minutes ago, Rory RSC said:

Sorry, agree I meant have a conversation with the customer.

 

Good advice as well Tom from the ever optimistic trade vet. Go round asking dealers giving free advice to look at accounts before you take their advice on board. Can't see what would go wrong with that.

I'd probably look at whos been consistent and grown and sells plenty. Irrespective of if they are making money or not thats very much their problem, as long as you take the good bits from what they do, tweak it and put your own spin and YOU MAKE MONEY then thats the main thing rather than poking your beak into what others do. Just my opinion anyway.

?  For those who don’t know,most established businesses trading accounts are availible for all to see in the public domain.You don’t ask to see people’s records.BTW Rory your boss looks a switched on guy,I have to say you kept him quiet ! 

[Tommy83 0]

Thanks for all the great advice everyone - really appreciate it. 

Moving to a more professional looking premises has been on the agenda from the start, its difficult where I am because everything suitable is stupid money. I mainly want to do it so I can employ my own mechanic. Looking over my books for last year, paying 3rd party mechanics is costing me more than I could employ someone for. Might as well have someone who can make me money doing work on my cars for retail and normal service work for customers as well. 

Trade Vet, I have looked at many dealers accounts - sometimes surprising! You think they look like they are making millions but actually its all breakeven or even loss making. 

[trade vet 701]

14 minutes ago, Tommy83 said:

Thanks for all the great advice everyone - really appreciate it. 

Moving to a more professional looking premises has been on the agenda from the start, its difficult where I am because everything suitable is stupid money. I mainly want to do it so I can employ my own mechanic. Looking over my books for last year, paying 3rd party mechanics is costing me more than I could employ someone for. Might as well have someone who can make me money doing work on my cars for retail and normal service work for customers as well. 

Trade Vet, I have looked at many dealers accounts - sometimes surprising! You think they look like they are making millions but actually its all breakeven or even loss making. 

Tom,you have ‘ hit the nail on the head ‘ regarding dealers accounts.The theory of operating your own workshop is good but in reality finding a proficient all rounder tech is not easy ( especially if you are doing Kraut stuff ) and if you get one it could cost you £50k or more to employ.Then getting all the right diagnostic stuff and the expense etc.Worth trying though because ‘ cost of sales ‘ is not going to come down.I would imagine your current cost of sales could be £1500 per car.

[Bmx Bandits 52]

Tommy good on you for giving but a go. Sounds like you’ve got your head screwed on and I’m sure you will have plenty of highs and lows in this trade. The advice I would give is to continually evolve and embracing the new while keeping more than a keen eye on your costs and profits, we are all still learning.

When I look at what I spend on all my prep costs I wish I had a dent man, paint guy, specialist tech etc on staff but the reality is it’s hard enough running a business and trying to keep my current employees on track as it is. 

If you can find the holy grail of a master technician who is preparing to work for sensible money, isn’t a primadonna, will work on multiple brands, in a smaller workshop without a multitude of special tools and training courses and graft then bottle him as you would make a fortune!!!  But seriously keep an eye out as you never know. 
 

A director of a very large dealer group once told me the best way to make a small fortune in the motor industry.......was to start with a large one!!!

TV is right in what he says about company accounts as all that glitters isn’t necessary gold especially in this industry. I do miss physical auctions and the traders turning up in fancy cars talking loudly about how well they are doing while trying to all outdo/out story each other, while a handful of quieter buyers who always turn up in non descript cars and who week in week out hoover up quantities of cars, these are the one’s that I’d be watching and trying to learn from.

[trade vet 701]

11 minutes ago, Bmx Bandits said:

Tommy good on you for giving but a go. Sounds like you’ve got your head screwed on and I’m sure you will have plenty of highs and lows in this trade. The advice I would give is to continually evolve and embracing the new while keeping more than a keen eye on your costs and profits, we are all still learning.

When I look at what I spend on all my prep costs I wish I had a dent man, paint guy, specialist tech etc on staff but the reality is it’s hard enough running a business and trying to keep my current employees on track as it is. 

If you can find the holy grail of a master technician who is preparing to work for sensible money, isn’t a primadonna, will work on multiple brands, in a smaller workshop without a multitude of special tools and training courses and graft then bottle him as you would make a fortune!!!  But seriously keep an eye out as you never know. 
 

A director of a very large dealer group once told me the best way to make a small fortune in the motor industry.......was to start with a large one!!!

TV is right in what he says about company accounts as all that glitters isn’t necessary gold especially in this industry. I do miss physical auctions and the traders turning up in fancy cars talking loudly about how well they are doing while trying to all outdo/out story each other, while a handful of quieter buyers who always turn up in non descript cars and who week in week out hoover up quantities of cars, these are the one’s that I’d be watching and trying to learn from.

The next thing will be that these master techs will be employing agents like footballers.In my experience it’s usually been the case that your typical RR Sport driving with cherished number,perma tanned,Rolex wearing big talking flash dealers you see at the block are often ‘living a lie’ .How often do their annual accounts show they have not got a ‘pot to piss in’ and they are drowning in debt.I have lost count of the number of guys I have seen over over many years who have come and gone.....Nothing changes.

[Rory RSC 596]

4 hours ago, trade vet said:

?  For those who don’t know,most established businesses trading accounts are availible for all to see in the public domain.You don’t ask to see people’s records.BTW Rory your boss looks a switched on guy,I have to say you kept him quiet ! 

Why doesn't he take  a look at your accounts and see what a good job you are doing in this day and age....

Great attempt at wit but as is the way with you quite ill informed and wide of the mark as ever.

[trade vet 701]

1 hour ago, Rory RSC said:

Why doesn't he take  a look at your accounts and see what a good job you are doing in this day and age....

Great attempt at wit but as is the way with you quite ill informed and wide of the mark as ever.

Thank you Rory,you are right it is a lot easier being a landlord,no stock,no staff etc.However would you believe ,I do miss the day to day aggravation and problem solving.I do still hear about it,like the price of paintwork,parts and the constant negotiating with auctions claiming for mis descriptions to mention but a few.