Implementing a bespoke sales process to improve customer care.

Underwoods is the largest privately owned dealer group in North Essex and Suffolk, representing six franchises across six branches. They provide the full Safe and Sound programme with all used Peugeot, Ford, Mazda and Kia models, in addition to vehicles that fall outside of the Network Q and Skoda approved parameters. All branches additionally offer WMS Group Guaranteed Asset Protection.

In conjunction with the WMS Group, Underwoods created a bespoke process to improve a number of areas within the sales departments, enabling them to focus on putting the customer at the heart of their business. Highlights include extensive sales training which resulted in a 17% uplift in vehicle sales during 2014.

What were your objectives?

The key objective was to enhance the relationships with our customers by creating a standard, compliant sales process across the entire group. We wanted to ensure that every customer was treated fairly as we believe this can only have a very positive effect on future repeat business. All sales staff have their own office. We do not employ business managers as we don’t want our direction to be driven solely by revenue. Customers deal with individuals, which is a value that underpins our entire operation – we sell the business first, and the car second.

Why did you choose the WMS Group?

I’ve known our account manager for around ten years when he worked for another warranty provider and we were offering their products. We then switched over to your GAP cover and were introduced to Safe and Sound in April 2014. It was a fantastic proposition and we knew that our customers would see the value. The warranty cover was very comprehensive, and we liked the look and feel of the whole concept. It is exciting to be involved with such a rapidly growing and evolving brand.

What was your strategy?

We decided to introduce offer sheets and profile documents for our customers, along with a series of qualifying questions. All sales staff were trained onsite by your Learning & Development manager across every aspect of the sales process, not just the WMS Group’s products. Documentation was also white-labelled with our branding which has proven very popular.

What are your objectives for 2015?

The primary objective is to continue increasing the overall performance of our sales staff and management through ongoing training and coaching, with emphasis on further improving the buying experience for our customers and therefore maximising all opportunities in our showrooms.

What improvements could the WMS Group make?

None whatsoever. The time and effort from your managers has been enormous – they are both a real asset to your company and we are extremely gratefulunderwoods_headshot for the exceptional service and positive impact made.

Any advice for other dealers when choosing a warranty provider?

If they’re looking for the cheapest cover and aren’t worried about customer care or improving their operation, there are plenty of companies. But if they want a warranty partner that will implement the best solutions for their business and pull out all of the stops to ensure that KPI’s are met and exceeded, then I cannot recommend the WMS Group highly enough.

Matthew Waylett is the Sales Director for Underwoods Motor Group, responsible for overseeing the sales operations across all six branches. Find out more: www.underwoodsmotorgroup.com.

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