Vauxhall UK Report
From the instruction of Mark Pinkney, Darren Roberts and Andy Palombella we under took to run the Good News programme across 16 Vauxhall dealerships
Those who took part were as follows...
York Ward Rowlatt, Forest Gate, Motor Bodies, Drive B S E, Marshall Knebworth, Marshall Peterborough, Murkets Cambridge, J Toomey Basildon, Marshall Ipswich, Marshall Leicester, W. Grose, Marshall Ely, Quest Braintree, Quest Maldon, Evans Halshaw, County Motor Works, each of the above individual reports have already been e-mailed to you.
The one big factor we found was the amount of Motability left in the data we were presented with on arrival, even though we do state in our data requirements no motability, as you can imagine this does dilute the percentage on appointments, and would there for request the data to be screened more thoroughly for future events.
Collectively we sent out 6,610 of our Good News Letter's. Collectively we received 1,397 call inns = a fantastic 21% response, excellent result compared to the usual 1-3 % generated from a normal mail shot. Collectively we made 549 Appointments = a fantastic 39% conversion rate to appointment.
All above figures were taken in the first few days of the programme so would have increased in the weeks after.
Collectively as of the beginning of September the total numbers of sales were 161 and that figure is still rising.
Very impressive considering this all happened in a space of approximately 6 weeks we also need to look out of this box and broaden our view as to the impact this has had on the dealerships in other ways, the motivation from the training that has left all the sales executives in a very positive frame of mind to continue talking to their customers and leading them down the path by the hand and not the throat to a qualified appointment, then there is the f & I and the profits that will be gained from the part exchanges that will take place as a direct result of the Good News Programme, the service departments will also benefit from the preparation and the part exchanges and the pdis etc, etc.. all round an excellent result...
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