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11 ways to maximise your aftersales profits

Welcome to the AM Aftersales Conference Report, in association with GForces.

The following articles are packed with useful information and opinions from expert speakers at this year’s AM Aftersales Conference. In the summaries of their presentations, they explain ways franchised dealers can make their workshops more efficient, broaden their customer base and deliver a great experience, physically and digitally, that will encourage loyalty and repeat business.

GForces filmed this highlights video of the event:


You can read the conference content as indiviudal articles below or as a free, downloadable, e-zine by scrolling to the end of the page.

We hope it is of benefit to your business, both tactically and strategically.

The AM editorial team



The aftersales market – past, present & future – Steve Young, ICDP

Mid-sized players in the UK aftersales sector face the greatest risk, as large groups focus on customer retention and small owner-operators attract bottom-end business, according to ICDP managing director Steve Young.

Aftersales online: what constitutes best practice? – Tim Smith, GForces

GForces’ group strategy director Tim Smith applied lessons from Canadian ice hockey player Wayne Gretzky, CEO of General Electric Jack Welch, inventor Thomas Edison and fictional proprietor of Fawlty Towers Basil Fawlty to illustrate best practice for aftersales online.

Widening the net – Identifying aftersales opportunities and retaining customers with CRM – Helen Farrow, Lifestyle Europe

Lifestyle Europe put human resources manager Helen Farrow in charge of its customer contact centre to grow service business and customer satisfaction across the group through engagement

Training & leadership Skills and customer retention – Steve Nash, IMI

The Institute of the Motor Industry (IMI) is on a mission to create a ‘common currency’ for managerial and leadership training among automotive retailers, says chief executive Steve Nash.

Creating a performance culture in aftersales – Karl Davis, Coachworks Consulting

Karl Davis, Coachworks Consulting managing director and a former car dealer, believes aftersales departments need to look at the basics and “ditch the desk” to get the most from their teams.

Retention through customer satisfaction – Creating a simply great customer experience – Nick Tunnell, Hyundai UK

Hyundai now enjoys a 3% market share - aftersales director Nick Tunnell said retaining its customers through aftersales was identified as imperative if it was to achieve its volume aspirations.

Keynote: The future of aftersales – Dr Martin Leach, Magma Group

Technology will continue to transform servicing departments in the automotive retail sector and dealers should not underestimate its impact, according to Dr Martin Leach, Magma Group chairman.

Aftersales workshop: Improve your online presence – Paul Hilton, GForces

Dealers can take on the fast-fit chains, GForces’ head of retail Paul Hilton told a workshop on marketing and selling aftersales products and services online.

Aftersales workshop: How to increase red and amber conversion with video – Alistair Horsburgh, CitNow & Richard Spencer, Ridgeway Group

Ridgeway aftersales director Richard Spencer and Alistair Horsburgh, chief executive of CitNow, outlined how video increased the numbers of customers approving urgent service and repair jobs.

Aftersales workshop: What to consider when expanding your service offering – Malcolm Rixon, Autodata

Franchised dealers should widen their servicing net to other brands as all manufacturers make their technical information available, says Malcolm Rixon, Autodata technical liaison and licensing manager.

Aftersales workshop: Increasing profits and retention with improved communications – Barry Nielsen, Eclipse Marketing

To gain a true picture of an individual customer and to maximise response rates to communications, dealers need to combine a variety of data sources, including the manufacturers’ information, according to a workshop led by Eclipse Marketing’s client services director Barry Nielsen.



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