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Mazda initiative targets sub-50 fleet operators

Mazda dealers have been asked to sign up to a new scheme that involves an outsourced specialist sales force being used to attract business from sub-50 fleet operators.

The programme, which begins on May 1, will see participating Mazda dealers work with Magma Services to win business from thousands of small companies that are already held on dealer databases.

Mazda has employed Magma to provide a sales team that will focus on sub-50 fleet operators, while Mazda’s own team will continue to work with larger fleets.

“It will be a referral process that complements the activity our own team does with larger fleets,” said Mazda fleet and remarketing director Peter Allibon.

“Our new team will spend at least 50% of its time working with dealers, although they may also go direct to customers.”

Sites that are already set up to deal with business customers and other dealers, who may have business sales specialists working at another franchise within the group, will also be encouraged to participate.

He said the programme would not be suitable for all sites, particularly smaller dealers that had a strong retail focus.

Allibon said 20 dealers will be involved in the first phase covering 32 ‘areas of influence’ with a further 12 planned for the second phase covering 40 areas. 

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