A volume automotive network and importer in Denmark wanted a leadership consultancy programme to impact on the business and its people by improving and enhancing dealer performance, and preparing the dealerships for new marketing platforms and approaches.
Leadership Consultancy – Denmark
A volume automotive network and importer in Denmark wanted a leadership consultancy programme to impact on the business and its people by improving and enhancing dealer performance, and preparing the dealerships for new marketing platforms and approaches. The challenge was the brand was losing its leading sales position in the market as marketing campaigns were not working as effectively as they could do.
The leadership consultancy programme was targeted directly at dealer managers. RTS consultants worked directly with the managers of dealerships, carrying out a joint assessment of each dealership’s sales and marketing strengths and identifying opportunities to change. In particular the introduction of customer databasing and CRM systems was a priority for the wider business and this involved creating a culture step change in customer recording and CRM activity, which was lacking in most dealerships.
There were significant cultural barriers to overcome with most sales managers and executives resisting change
The process of coaching uncovered no lack of will or desire to improve and embrace a new marketing approach, however there were significant cultural barriers to overcome with most sales managers and executives resisting change. We piloted with a small group and were able to prove early success in being able to manage the sale and maintaining customer records. This resulted in higher profitability in sales, leading to improved KPI results for test drives and sales.
As a result of delivering a pilot, and two phases of roll-out, we were] able to help the brand introduce new CRM and marketing processes, demonstrating ROI though improved enquiry response, test drives and being able to track and measure online marketing activity.
A further outcome, as a result of a coaching and consultative approach, was to take a step change in the approach to professional selling,
CRM management and improved sales KPAs. This led to increased profitability in each sale and was instrumental in returning the brand to its number one position in sales in the market.