The dealership’s Shrewsbury and Telford showrooms closed their doors on September 5th to reopen the following day on a strict pre-booked appointment system. Between Thursday September 6th and Sunday September 9th, each of the 12 sales executives dedicated their time to exclusive pre-booked customer appointments – a risk that paid off with 150 used and new vehicles being sold.
Group sales director Richard Potts said: “We wanted an opportunity to dedicate more time to our customers, though there was naturally some apprehension about excluding those customers who drop in on passing. We arranged a number of special VIP deals on both new and pre-registered stock, and sent out our ‘by appointment’ invitations, allocating 90-minute slots on a first-come, first-served basis.
“Every slot from Thursday morning to Sunday afternoon was filled, and our advisors took the time to really get to know our customers’ lifestyles and needs, their budgets, and work with them to find the most suitable deals.
“The response was amazing, we were bowled over. By 10am on Thursday we had already sold ten vehicles at each site and the momentum never wavered – we closed the doors at 5pm on Sunday having closed 150 deals between the two sites on both new and used stock,” he said.
Richard said that while pre-registered cars were snapped up, the most popular deal was the 0% Flexible Finance on new cars, offering an affordable purchase solution to customers. “This is the first time we’ve closed the showrooms to customers that haven’t made appointments, but we organised the VIP event as part of our Centenary celebrations to reward long-standing, loyal customers and thank them for their support. The response has been so overwhelming that I think it’s something we’ll certainly be operating again,” he added.