SalesSuccess™

£Millions Of Investment Rests Of The Shoulders On Your Sales Team

Why accept a 10-30% conversion rate? Improve the skills of your people today and tomorrow’s success will be improved.

Outcomes include:

• High value sales techniques
• Improved customer experiences
• Increased customer advocates

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With Martec’s TelephoneSuccess™ Steven Eagell Group Achieve Above Industry Average CCS

Goals

• Increase showroom traffic
• Develop customer facing staff to deliver better customer experiences
• Increase CCS ratings

Success Story – Gary Smith, Group Operations Director

The Steven Eagell Group (SEG) were looking for a solution to the universal challenge, increasing showroom traffic, customer loyalty and CCS ratings, while at the same time keeping costs in check. Training was identified as being part of the answer because the team felt their training programmes had become routine, stale and ineffective. The Company were aware that most training offers were of the one-size-fits-all variety and they wanted an end to end coaching programme that stood out from the crowd and that would be appropriate to customer facing people in aftersales as well as the showroom.

Gary Smith, Operations Director says “I’d worked with Martec’s Business Improvement Solutions before and their methods were the best I’ve seen, they have a very dynamic team. When they first came on board they worked with us to develop a coaching programme specifically tailored to our needs and that first programme was so successful it was soon extended to include sales and aftersales staff across the group.”

To complement the coaching programme SEG implemented Martec’s TelephoneSuccess™, a programme that records and analyses calls against ten key best practices. This programme gives managers a 360 degree view of their team’s telephone performance and any specific areas requiring attention can be addressed through further individual or group coaching. Gary continues, “Martec’s solutions are working brilliantly for us and for many different reasons. Their programmes have given my customer facing staff the skills and confidence that guarantee our customers have a great experience when they do business with us. Martec bring a lot of fun and enthusiasm to the coaching process too. It’s infectious, and my staff always look forward to their sessions.” As a forward thinking customer centric organisation SEG recognises that delivering a great experience to their customers is vital to their success, so ongoing team evaluation and coaching is a must.

Additional to ensuring that staff maintain their competitive edge and success levels, continuity and consistency creates a culture of inclusion and self motivation within the company, and as a result of SEG’s investment in staff development, job promotions tend to come from within the Group. Ninety-five per cent of the company’s managers are home grown and this generates employee loyalty with the knock on benefit of reducing recruitment costs and risk. Gary again “I have to say that Martec have made a significant contribution to the success of the company. We brought them in to help us improve our performance and they’ve delivered. CCS ratings are very good and sales across the Group are strong. Our staff love them and our team is confident, self motivated and successful, and know how to give our customers a great experience, every time.”

Achievements Over a five year period of working with Martec’s Business Improvement Solutions, Steven Eagell Group CCS ratings have increased significantly across the entire business and are consistently running at levels higher than the accepted motor industry average.

About Steven Eagell Group

Steven Eagell Toyota is a privately owned group of Toyota businesses with centres in Aylesbury, Bedford, Luton and Milton Keynes. The management team have a wealth of experience within the automobile industry and the sales, service, parts and bodyshop departments are staffed by people who are dedicated to providing the highest level of service giving exceptional customer experiences at the most competitive price.

Yeomans Sales and CSI Ratings Soar as they Focus on the Customer’s Experience

Goals

• Initiate and reinforce a robust sales process
• Increase CSI ratings through excelling in Customer Experience

Success Story – Kevin Newitt, Operations Director

Kevin Newitt, Operations Director for Yeomans starts the story. “I had concerns about a particular dealership in the group who were selling enough cars and the workshop was busy. The management team, for all the right reasons, were young and inexperienced and we suspected that they were only actually selling the deal on price.” He had read about the importance of the customer experience and its relationship with PPU and add-on sales and felt that if they could establish a robust sales process and give his sales team sales and relationship skills training, he would have a chance of making prospects fall in love with Yeomans and the car before negotiating on price.

A colleague had recommended Martec, so Kevin invited them and three other training providers to come up with a solution and after short-listing two he decided on Martec. “It was an easy decision to go with Martec” said Kevin, “they spoke the same language as us, they understood our requirements and they knew exactly where we needed to start making changes.” Martec in conjunction with the Yeomans management team re-wrote the sales process and built a sales training programme around it that included telephone and face to face enquiry handling as well as general interpersonal skills coaching. Kevin continues. “We rolled the programme into a single site and the impact was immediate. Within a couple of weeks team motivation was soaring and we were seeing individuals growing in confidence as they put into practice what they were learning from the coaching sessions, it was an easy decision to take to extend the programme into other dealers in our network.” As well as rolling the programme into nine more dealerships, the effect on sales performance and team motivation was so impressive that Kevin extended the programme to include the Aftersales teams too. CSI rates were in the upper quartile in the UK and seemed to have reached a plateau. Needless to say, Yeomans experienced similar rapid results as CSI ratings immediately began to rise. “In my opinion”, says Kevin, “what has been key here is the fact that we have ten of our dealership teams all singing from the same songbook or should I say using the same robust, consistent and credible process that gives them the confidence to deliver a great customer experience. That makes them successful as individuals and as a team. We all know that success breeds success and we’re seeing that the process has become a catalyst for sharing best practices within the teams.”

Achievements

76% of sales people have so far achieved the IMI QAA in Customer Showroom Experience

About Yeomans

Yeomans sell new and used Toyota, Honda (including the exclusive NSX range), Nissan, Peugeot and Citroën cars from a series of state of the art showrooms, workshops and used car areas across the South and South West of England. All of their premises are designed to provide customers with a relaxed, comfortable and efficient environment, where they can find out all the latest information about new and used cars, or have their current vehicle maintained by fully trained and professional technicians. Yeomans we are always looking for ways to improve their service and make the ‘Yeomans Experience’ as satisfying as it can be.