Business to Business Case Study
ttl automotive are trusted by over 20 major European automotive brands.
The issue:
This manufacturer that we worked with was already established as a top performer within the fleet market. This success had historically been driven by the strength of the Brand and its products and owed a large part of its success to its strong relationships with the contract hire and leasing sector. Its long-term strategy is to further develop the Fleet sales by focusing its established network of fleet retailers on their local business and SME market opportunities. The clear objective is to increase the total fleet sales volumes by a specific number within 2 years. This will be achieved by generating incremental registrations via the local business and SME channel, through the introduction of a proactive approach by Fleet dedicated group of dealers.
Vital statistics
- The results from the first wave of dealers was extremely positive with orders being generated from the Business Development Managers activity.
- Significantly, over 60% of the orders were to companies who were new to the Brand as well as the dealer.
The approach:
The approach has been to implement a programme that would support and develop the dealers newly appointed Business Development Managers with field and remote coaching via video conferencing. The programme will drive success by establishing and following a consistent Fleet sales process that will deliver a quality customer experience to new prospect within the dealer’s local area of influence. A fundamental key element will be around focusing on prospecting activity in order to generate new opportunities for the Business Development Manager. This activity will be recorded and measured in real-time by the coach and the retailer management team using an innovative web-based tool. This will allow any coaching intervention to take place quickly and remotely to ensure that the correct habits and behaviours are adopted and become the established norm. By exploiting the local sales opportunity this will deliver incremental sales now and importantly in the future. This should result in an increase in customer loyalty, achieve a higher RoS (Return on Sales) but also growth in the aftersales department to support long term viability across the business as a whole.
Implementation:
A comprehensive appraisal of each Fleet dealer was conducted at the start of the programme to determine the current capability and capacity of their fleet departments personnel, systems and process. This included the completion of Personality Profiles and Emotional Intelligence tests for all fleet department staff and Managers. Following analysis of the appraisal findings to identify strengths and areas of opportunity, the retailers then presented their action plan to the Brand, linking to manufacturer objectives.
Results/ROI:
The results from the first wave of dealers was extremely positive with orders being generated from the Business Development Managers activity. Significantly, over 60% of the orders were to companies who were new to the Brand as well as the dealer.
