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How daily targets led Rybrook Warwick BMW to global aftersales success

Birchall explained that the culture within the business has got to the point where the technicians can catch mistakes from the costing department. They’re ambitious and informed about what they should be getting for each job.

Aftersales departments at other dealerships often fly by the seat of their pants for three weeks and try to get a result towards the end of the month, said Birchall.

“I knew 10 years ago that I didn’t want to be part of a business that operates in that way. It’s selling the benefits of getting the most out of your day that will really make it work. There’s no panicking, everyone is heading towards a daily goal.”

Birchall believes the biggest sales tool Rybrook Warwick has is trust.

“I think this industry is guilty of dealing with the car and not the person. We were guilty of it ourselves about five or six years ago. The cars are a by-product now. We’re totally focused on the individual.

“If you can get that warm interaction very early on and build that trust, you don’t really have to try to sell. If a customer needs something doing and the relationship is there, the sale will come hand in hand with that.”

To help build that trust, Rybrook Warwick started using Citnow’s video technology to film service work. The dealership is making about eight videos a day on average.

Birchall explained that for some customers, the offer of filming it is enough, they don’t actually need a video to be emailed to them.

“They know by us offering to send them a video that we have nothing to hide,” he said.

“It’s definitely helped our red work conversion, but we were already very focused on not letting the car leave the premises if extra work needs doing.

“That’s not us holding a car to ransom, but it’s about us finding a solution to make our customer’s day.”

The business has 13 courtesy cars, but Birchall has the autonomy to take any demonstrator from the sales team if he needs it. There have been occasions when Birchall has used every salesman’s car.

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