“The model it had was right. They were selling nearly 20,000 units a year with a two-car model range.”

Williams said Saab knew the market it was in and trained dealers appropriately.

Richard said: “The first trip I went on was a fashion show. That was the market we were in and our customers were coming from. Saab trained us in the right way and that approach has been forgotten with most manufacturers.”

 

The Williams way

So with all this talk of rejecting the traditional way of doing things, what’s so good about Williams? AM’s own judges recognised its style of doing business and gave it a Highly Commended in the latest AM Awards. The showroom was also named as Morgan’s Best Dealership last year.

AM was met by smiling faces after walking into the Morgan showroom. That is not that different from most dealerships, one would hope, but the style of the Morgan showroom immediately puts you at ease.

The wood-burning stoves that keep the building warm are instant magnets for customers.

There’s a comfortable lounge area, but it’s more like stepping into a friend’s country kitchen for a chat and a cup of tea than a car showroom.

The Morgan brand lends itself to this relaxed country style. It also means there is no pressure on the showroom team to push volumes. Williams does not need to set targets for his team – the business is Morgan’s top global sales performer, with 100 units sold last year.

Henry boils down the Williams approach very simply: “We just remember who our customers are, who their family are, their sons and daughters and what they’re up to.

“It’s far more important to make someone feel at home than it is trying to sell something.”

Customers are offered a drink before anything else. Many gravitate towards the wood burner and may say hello to the Williams’ dog, Roxy. Customers are left to look around.

Henry said: “I want customers to be completely at ease before we start chatting and we don’t bring up the cars unless they want to.”

Williams has never held a sales event and will not use calls to action to buy on marketing or its website.

The business does six charity events a year, books interesting talks for customers to attend and also puts on charity race days. There are always cars around for potential customers to test drive, but there is never any pressure.