Managing Director International Development
Our client had a growth strategy to increase their market share. In 2013 they had 400 cars in the UK; by the end of 2014, they had a target of 1,800 cars with a final target of 3,000 cars by 2015. They came to Impetus Automotive to deliver that growth.
Previously, there was no fleet sales structure in place and the client’s previous vehicle offering made it difficult to break into the corporate sector.
A focus on fleet sales can deliver the growth aspiration of a Manufacturer, but with no structure in place it meant that car sales were always going to be limited in the retail sector. The absence of a corporate sales strategy also meant that potential leads and channels weren’t being explored.
To ensure the delivery of year 1 growth, we had to deliver a clear strategy and quickly implement a programme to grow fleet sales, in a short time frame. We recruited a field team of two who were tasked with converting leads into sales, particularly focussing on corporate accounts and SME business, where profit potential is greater.
To assist the field force in converting sales leads, we manage customer contact from our offices in Warwick, with a dedicated resource bringing in sales leads through telesales and events, whilst maintaining customer data and leads through an effective CRM system.
We have delivered an outsourced solution to our client, through our Business Process Improvement function. This allows us to create and steer the programme processes whilst managing the field team implementing the strategy.
Whilst the programme is in its early days, we were able to define the programme, recruit and go live within 3 months. Initial impact is strong with year 1 forecast resulting in increased headcount to support growth.