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AM Awards 2014 - Sales Team of the Year: Peter Vardy (BMW Used Cars)

Peter Vardy Group property director Stuart Eynon, centre, with Sophie Raworth and Barclays Partner Finance’s Alex Watt
Peter Vardy Group property director Stuart Eynon, centre, with Sophie Raworth and Barclays Partner Finance’s Alex Watt


A true team shares victories  and defeats and Peter Vardy BMW’s commission package is split equally between its 16-strong used car team.

Before a significant redevelopment of its Edinburgh BMW dealership, Peter Vardy took a number of actions to prepare the team to operate during the build process, which took up 50% of the showroom and display area.

  AM Awards 2014 winner logo    

It embarked on an engagement programme with team-building, incentives – including trips to Monte Carlo and Las Vegas for the top performers – and changes to team structure and roles including an “Xtra Time” team that would rotate on and off the floor to manage all prospecting activities, including bespoke videos for individual sales enquires.

Customer account-facing managers share an email address and phone number to ensure the team sink or swim together.

The combined effort of the sales team at Peter Vardy increased turnover 26% and gross profits 41% between January and September 2013.

Used car sales volumes almost doubled for a record result, sales per sales executive were almost double the national BMW average at 190 vs 102, finance penetration rose to 56.6% from 45% in 2012 and used car finance income was up 70.3%. Return on sales for the dealership is at 2.7%.

The used car department is one of the top performers in the UK despite having one of the smallest territories.

Morale is high within the team and not just linked to earnings – the company was recognised by The Sunday Times Top 100 Best Companies To Work For list. Staff retention on the used car sales team was 100% in 2013.

The judges were impressed with the department’s “can do” attitude through shared fundraising activities and exercise outside of the office.

Highly commended: HR Owen (Ferrari).

Also shortlisted: Mercedes-Benz Manchester; Swansway Peugeot Chester.

Previous winners: 2011 Cross Roads Subaru 2012 Romford Mazda  2013 Barnetts Volkswagen.

Category sponsored by Barclays Partner Finance.

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