The sales team at Peter Vardy BMW and Mini Edinburgh have made great efforts to prepare for the ‘digital guest’ and to understand how they expect to be treated.
All sales executives have been appropriately trained, and the business has also adopted a dedicated digital sales team, which operates off the showroom floor and which has targets to respond quickly and with a personalised video introduction.
That is followed up by a qualified call to confirm the customer’s needs and tailor a video presentation to suit.
The digital sales advisers’ activities are managed by a digital sales controller, who keeps a scorecard measuring video use and digital appointment conversion. The controller’s role includes coaching for performance improvement.
The dealership’s digital marketing executive have improved image quality, advert views and social media engagement. The company said the team “has managed to move the needle even higher with exceptional sales rates”. Management expected to achieve 112% of BMW new car target and 111% for Mini, without pre-registration.
Everyone, from host through sales, administration and aftersales staff, is rewarded based on the dealership’s overall customer satisfaction scores, and team meetings are held daily to address issues.
The team’s abilities show through in the dealership’s financials: turnover rose £3.3 million to £76.9m last year, while profit before tax increased £250,000 to £2.8m.
Arnold Clark Hillington Renault
Norton Way Corporate Sales
Volkswagen Van Centre Liverpool
Peter Vardy CarStore Glasgow