Adapting to technology
John Banks Group replaced its GDMS dealer management system with Pinewood’s Pinnacle during the restructuring. It was a crucial change, along with an expensive cleanse of its database, as it puts the business at the fingertips of the senior management team.
Finance director Andy Smith explained: “Mark can sit at his desk and see what every single person in the group is doing. That is the key. We soon wheedled out the weak links, in fact they put their hands up and went because their performance was there for everyone to see.” Even after a deal has been through the sales manager and booked onto the system, it requires authorisation by either Smith or Banks, so they can ensure the profits will stack up right.
“We used to spend hours going up and down the A14. Now it’s an easy phone call, just to ask what’s happening and to find out the issues,” Smith said.
It has also partnered with GForces for its digital channel. Its website offers live chat, online service booking, deposit payments and has YouTube-hosted videos of every used car under the John Banks TV banner. Banks said this will be an area for investment in the future.
“The next thing we’ll be looking at within dealer groups is a separate building with cameras and a turntable and a dedicated person for when our cars come in. We’re far better off investing in that than we are in taking on another salesman.
“This element of the business has got to be no different to the quality of your showroom. It’s a massive role because it’s a marketing tool within any business.”
As editor, Tim is responsible for the media content, planning and production of AM's multiple channels (AM print and digital magazines, website, social media and contributing to our events planning). He interviews and writes about as many franchised dealer groups and UK divisions of motor manufacturers as possible, to explore the issues facing UK motor retail and understand what solutions dealers and suppliers are using to overcome these.
Greg Francis - 16/10/2013 20:49
So motorcyclists are happier with a lower level of service are they? How patronising! In 35 years of both cars and bikes, I can only think of one disappointing bike experience, while car experiences have often left an unpleasant taste...