Scott Owen discusses his publishing options, why buyers and sellers should read his book and how proud he is of his legacy. For anyone just about to buy a car, Scott’s book will help you understand the mindset of the salesman, and help you get the best deal.
After a successful career in the motor industry, Scott set up his own company and decided to fulfill his lifelong ambition to write a book. Using his knowledge and experience of the motor trade, he wrote “All Buyers Are Liars: Exposing The Closely Guarded Secrets of Elite Car Sales Professionals” to demonstrate the sales process used within the motor trade and advise other sales people and car buyers of a very successful sales structure.
Tell us about your book – what makes your book different from other books in the same genre?
My book, All Buyers Are Liars: Exposing The Closely Guarded Secrets of Elite Car Sales Professionals, is predominantly about the car sales industry in the UK, starting from as soon as the customer walks through the door to the completion of the sale. It digs into the internal politics of a franchise dealership. The lies that are given and taken from salespeople and customers. A general buyers guide! And of course hints and tips all through the book.
Who should read your book?
Anyone in the car business will benefit from reading the book, from learning about buying signals, customer behaviour, etc. Customers will also benefit by having the information they need to get the best deal.
Why did you write your book?
I wrote the book because after 10 years in the trade my frustration was that the customers didn’t understand the process they were being led through. The majority of people don’t realise that when they walk through the door there are certain steps the salespeople take to get them to buy a car. the customer has their own agenda. The customer doesn’t understand why the salespeople won’t do what they want. This is where confusion occurs. The salespeople get frustrated if they can’t go through the sales process.
What are the 3 key messages your book helps people understand?
- Buyers can understand the sales process that’s used in the motor industry
- Establish the lies between the customer and buyer!
- A behind the scenes outlook on a franchise dealer. Reading the book will show you how dealership life is spent.
With hindsight, what one thing do you wish you knew when you started out writing your book?
I wish I’d been more disciplined in writing the book. It took me 5.5 months to write the book (40,000 words). I didn’t have a set amount of words per day. In the future I would be more disciplined and write a set figure per week to try and speed things up.
What was the most challenging part in going from book idea to getting published?
The most challenging part is the minefield as regards to publishers – after some initial research I found 3 main publishing models:
- Self-publishing – downside – there’s a cost and there’s no judgement. I wanted to get it published on the basis that someone with experience would read my synopsis and agree it’s a good idea and acknowledge it was good enough to publish.
- Co-publishing – where you get 5000 printed off and you share the cost of that print – damage limitation to the publishers.
- Mainstream publishing – where they pay for the books, do the design, design a cover, do the editing and everything else. For them to judge it and agree it was good enough.
I decided to go for a mainstream publisher and chose Lean Marketing Press – they were quick to respond to all my concerns, their royalty scheme is fantastic. Now the book is out it’s proved right. More than happy!
What’s the best thing about being a published author?
The best thing is creating a work deemed to be of a certain standard and now it’s published I can leave that as a legacy. I’m extremely proud of that!
What’s next for you? Other books?
I’d like to write 1 book per year – I think that’s easily achievable.
Is there anything else you want to tell people?
I’ve also started a company called So Presentable – we’re a sales consultancy. We’ll gain and retain customers for our clients. From prospecting their existing database, creating a blog, sorting out email addresses, making the company more visual, improving their systems,doing presentations on powerpoint – if you need more get in touch at SoPresentable.co.uk.
Contact Scott
Buy Scott’s Book
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