Meet the Apprentice.
Be inspired to start your career.
Meet Alex Morley, Sales Apprentice at Sytner Nottingham.
How long have you been an apprentice at Sytner BMW/MINI? 18 months
What made you apply for an apprenticeship role with Sytner? I had been with my previous employer, in the hospitality industry, for 5 years and I wanted a new challenge. Whilst considering a career change, I thought I could use my customer service background to my advantage. The idea of working in car sales had always been of interest to me since being a child, I used to love visiting dealerships with my parents, trying out the various models, and meeting new people. This is what drove me to start looking for jobs in car sales. The only problem with most dealerships is that they look for candidates with 2 years of prior sales experience, which is something that I was missing. Then I saw the opportunity to become an ‘Apprentice Car Sales Executive’ with Sytner Nottingham. It was a chance to get my ‘foot in the door’ of a great company, work with amazing products, learn the sales process thoroughly, and get paid whilst doing it! Why wouldn’t I apply?
What advice would you give to someone looking to apply for an apprenticeship? Dedicate time to your coursework, in this fast pace industry, it’s easy to get wrapped up in dealership life. Customer service should be paramount but it’s important to make time for yourself. Follow the advice of your tutors and work mentors, use their knowledge and experience to help you tackle new or challenging situations. Be aware that you have a fantastic support network behind you. Make sure to keep an open mind and have fun when you come to work, no two days are ever the same, one day you’re in an appointment with a valued customer, the next you’re working a motor show, or on a track day testing new cars. There’s so much to get involved with, branch out and learn more about other departments, you may be applying for a sales role but you’ll need to be prepared to maintain good working relationships, with all of your colleagues, to get the job done.
What is your favourite part about your current role? I feel very fortunate to have worked the Goodwood Festival of Speed in 2021. Attending events like this is always exciting, it’s a great opportunity to network with new contacts, and catch up with familiar faces. The brand that I represent is followed by a number of enthusiasts and it’s always a pleasure to be part of their journey. This role has even given me the chance to meet racing legends, including our founder Frank Sytner. It still feels like a family run business despite the size of company.
What is your greatest achievement? Last month I sold the highest value ALPINA that we have ever sold in the UK. The total price of the car was £182,000, a very highly specified XB7, which topped the previous record of £174,000.00 on a B7. There will be other dealers that sell higher value cars, and other sales executives that sell more units, but I’m proud to hold this record for the time being.
What does an average day look like for you? For the past 15 months I’ve been the assistant to Gary Lott (ALPINA Brand Manager). A typical day in the dealership consists of the following:
Customer consultations Handovers
Liaising with the factory in Buchloe (Germany) about customer orders
Working with the press and our internal marketing team to promote the brand
Updating stockists and pricing for our team of specialists across the UK
Maintaining existing customer relationships by going above and beyond
Assisting with event organisation