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Dealership makes successful move into the fleet market

Recruitment and coaching of a new Fleet Sales Executive delivers over 100 incremental van sales and a £100k return for the dealership.

The Issue

A franchised dealership based in NW England. The dealership historically sold small numbers of cars and vans to local businesses, mainly as a result of inbound enquiries, and was not proactive in seeking additional business. The dealership had a good reputation in its local market and wanted to increase sales to the local business community.

The Approach

Our view was that in order to improve in Business sales, the dealerships should employ a dedicated Sales Specialist. The market was large enough to sustain the cost and a good return could be achieved fairly quickly.

We would assist in recruiting the right individual and then provide weekly support to them and their management. The dealership had no experience of managing a Sales Specialist, so our input was vital if the project was going to work.

Implementation

Our coach successfully implemented a Business Sales Programme with the dealership. This involved on the job coaching of the Sales Specialist, who was recruited from outside the automotive industry. Coaching involved prospecting, conducting joint customer meetings, planning promotional activity, finance training, database management and product presentation. Key Performance Indicators were agreed with dealership management and monitored as part of our engagement with the dealership. The dealership was focused on retail sales, so we provided the tools to enable effective management and control of the Sales Specialist.

Results/ROI

During a planned cycle of weekly visits, the Sales Specialist gained the skills and confidence to build a database of prospective customers by carrying out planned telephone prospecting supported by TTL Automotive. Several new customers were created who started to regularly order from the dealership. Notably, the Sales Specialist gained the knowledge to successfully tender for two contracts with local housing associations, which resulted in orders for over 100 vans. These were funded on fully maintained contract hire, so the dealership gained significant aftersales revenue. The total contribution to the dealership’s bottom line from the additional activity undertaken was in the region of £100k.