“The increase in our business last year was from the amount of effort we put in to our own website with used cars. We’re still selling used cars locally, but we’re attracting business from around the country with 30% outside our area due to the strength of our pricing and our website.”

Milcars is managing to retain about 50% of customers that have bought from outside the Watford area for servicing.

Thomas said: “Used car buyer mileage tends to be lower, so in a lot of cases it will only be one service a year and they’re happy to come down on that one day a year and do a bit of work on the free wi-fi while they wait.”

Milcars’s website is Mazda’s own dealer website offering which is operated by GForces.

All email enquiries are CC’d to Ward and Thomas to make sure all opportunities are followed up quickly.

Thomas said: “Selling used cars is a bit of a state of mind. You have got to want to sell used cars and enjoy that world, because they are all unique.”

Ward sums up Milcars’s used car success down to how confident sales executives feel when selling. He said: “They know the cars are well priced and prepped, they have the confidence to look the customer in the eye and know it’s a good deal.”

Aftersales

A superbly competent, well-rounded approach to aftersales is what set Milcars Mazda apart from the rest of the field in this year’s AM Awards.

Internal labour sales had faced a challenge, being dependent to some level on Mazda’s new car volumes, which dropped by almost a quarter in 2012.

Warranty work has reduced too. However, Milcars has offset this through increased volumes of used cars, leading to an actual increase in internal sales. Overall service labour turnover has held up from the previous year, a good result in the circumstances.

The business’ efficiency means the dealership has almost 100% overhead absorption. Milcars targets annual retail labour sales growth. Ward sees this as a clear sign that it is retaining its existing customers as well as gaining new ones.

Another key performance indicator is the volume of MoTs carried out. Cars older than three years can’t put off their MoT and this focus brings customers into the business. It ensures that a focus remains on servicing and testing cars after the crucial third year.