10:36 am, December 18, 2008
HOW should dealers manage their business in the current downturn? Land Rover MD John Edwards has some advice.
Car Dealer spoke to the MD recently. He said it was absolutely vital that dealers still do business and remain upbeat.
‘Even if sales are down by half, that still means that half the people out there are buying cars.
‘Dealers should therefore make sure they do all the basics as well as they can.’
Edwards’ survival plan includes:
• Get the basics right. ‘Return phone calls, offer test drives, value products.’
• Be confident. ‘Even if the market is down by half, that’s still 50 per cent of people will be car buyers.’
• Be consumer care champions. ‘You should focus on those car buyers – and care them to death!’
• Remind everyone the benefits of your products. ‘It’s easy to forget how good the cars are.’
• Invest in training. ‘Now’s the time to ensure your people are better than your rivals.’
Money and effort spent on the core competencies will mean a dealer better placed for the future, said Edwards.
‘Dealers should position themselves to take advantage of the upturn – and be confident that sales will return when the upturn returns for customers.’
Land Rover will play a key role in this upturn. ‘I have no shadow of a doubt that there is a place for Land Rover.
‘The brand has to evolve. Over the past decade, it’s evolved more than it’s ever done before. And it will do this again in the future.
‘I’m a former marketing man, and know there’s nothing better than having a strong, distinctive position. With the LRX, we’ve got a great signal for how we’re going to go forward…’
By Richard Aucock
