IMI publishes new strategy

Published:  07 March, 2019

The  Institute of the Motor Industry (IMI)  has published a new strategy document. Launching last night (Wednesday 6 March)  at the IMI Annual Dinner in London.

‘Campaigns for Change’ is based on broad industry feedback from IMI members and from employers generally about the key challenges they face which they believe the Institute can help with.   Broken down into four chapters, the document looks at where the IMI can help with attracting and retaining talent, ensuring the industry has effective management, working with government to ensure the continued success of the sector, and helping to raise standards and public confidence in the automotive sector.   Steve Nash, Chief Executive at the IMI, said: “Our industry is well served and supported by many highly effective trade and industry bodies and it is not our job to duplicate their efforts. Our role as the industry’s professional body is distinct and 'Campaigns for Change' aims to help clarify where we can bring our specific expertise to bear in supporting individuals and businesses.

Steve added: “2019 is already proving to be a year of change and challenge, both on a global scale with Brexit and at a more individual business level.  Some businesses are struggling to adapt to the apprenticeship reforms; others are working out how they can integrate new technology into the way their workplaces operate. These factors will require attention from all areas of the industry, and the IMI is determined to drive change while providing solutions, supporting individuals and businesses, and supporting the sector with appropriate skills solutions.”

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    With full-electric car sales in the EU set to reach 200,000 this year, the IMI has connected with Germany’s training academy, Lucas Nülle, to make continual learning convenient and interactive for individuals of all abilities.

    Steve Nash, Chief Executive at the IMI, said: “Making sure that an employer and its employees are ready for the increased number of ultra-low emission vehicles is paramount to future-proofing a business. Being able to service and maintain these vehicles safely should be the key focus, especially when the industry is experiencing the biggest growth in automotive technology that we’ve ever seen.

    “Advances in new technology are creating hundreds of thousands of new jobs across the world, and individuals working in the industry should be adopting this new training to make themselves leaders in their area of expertise. It’s an exciting time for the motor industry and the IMI is committed to making sure we’re ready to embrace the changes that are set to transform the sector.”

  • DVSA publishes new ‘Manage your MOT centre’ guide 

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  • Diamonds in the database  

    One of the biggest mistakes I regularly see within the aftersales garage sector is the constant advertising specifically in local press with ‘come and get me offers’ in order to attract new business. Most of these are by already established business.  
        
    Whether they are large or small, they will rarely measure the actual effectiveness of such campaigns, or analyse the type of customers they are attracting. Indeed very few of these businesses actually understand the ‘diamonds’ that already exist within their database.   
        
    Too little thought is given to how an existing customer may feel if he or she saw a deal that had never been offered to them, despite the fact that they have been loyal customers over a number of years. This could be a real kick in the teeth.

    The perils of transactional marketing
    We’ve all seen the larger corporates like Sky, Vodaphone and, of course the insurance industry to name a few, offering far better terms for new customers than any existing customer can get. In my opinion this form of ‘transactional marketing’ does not work in the independent garage sector as it does not lead to long term loyalty and leads to these potential new customers hopping from one garage deal to the next one.
      
    There is no point trying to attract vast numbers of new customers and provide them with a sub–standard service based on a cheap price which can cause severe damage to the reputation of your business. Another factor is that established customers tend to buy more and are less price sensitive and may be less likely to defect due to price alone.

    Focus on relationship marketing
    You have to focus on ‘relationship marketing’ and yes there are many guises however your own database and the ‘diamonds’ within must always be your starting point. It also builds a platform where the business and its customers are more likely to be able to adapt to each other’s needs and reach agreement quickly and easily. So, by getting emotionally connected and regularly engage with your existing customers will only enhance the trust and loyalty you build with them.
        
    It can be concluded that relationships with customers help a lot growing the revenues/profits for the business. Relationship marketing is all about creating, building and maintaining the relationships with the existing as well as new customers for the long-term profits. Relationship-focused marketing is not something that will happen overnight. It requires a change in thinking and some discipline along the way. Top level management support is needed for introducing such a change.
       
    It's quite obvious that the relationship approach is really successful, because 80% of an organisation's revenues are generated by 20% of the customers. Thus, it is concluded that building strong relationships with customers is very important for any business to grow and relationship marketing is a mantra to long-term success by retaining and delighting the customers.
        
    Simply by reminding customers of their vehicles next MOT due date, or service for that matter is the minimum that any independent garage should be undertaking. Reminding them of specific campaigns such as winter checks or health checks if they are planning long journeys will reinforce that you care about them and keep them safe. By expanding this two-way communication with news of any success stories within the business, such as: charitable fund raising by the business or any employee, training and development that’s undertaken, new services/products introduced will reinforce to your customers that you want to build long term relationships with them.
        
    This strategy will help you constantly create a small influx of new customers through recommendations as opposed to constantly advertising for a field for new ones. You will also greatly improve the chances of providing and exceeding the high level of service they expect, because you will not be swamped with a mass of new customers rushing to take you up on those ‘come and get me offers’. Therefore, this promotes another selection of new clientele that hopefully continue the cycle and improves the long -term implications for continued growth. Your existing customers will become your advocates; your marketing angels.  

    Assets and more diamonds
    Quite simply, customers are the organisation’s most important asset (along with staff too). Without them, it cannot exist. To survive, prosper and possibly expand the business, the independent garage owner must continue to acquire new customers but more importantly must never neglect existing customers or take them for granted.
        
    Constant database management will build-up and trust and personal knowledge with your customers, which create a far more effective customer retention tool, which in turn will find you more diamonds.


    Please visit www.thegarageinspector.com for business training courses and for more business tips.

  • Diamonds in the database  

    One of the biggest mistakes I regularly see within the aftersales garage sector is the constant advertising specifically in local press with ‘come and get me offers’ in order to attract new business. Most of these are by already established business.  
        
    Whether they are large or small, they will rarely measure the actual effectiveness of such campaigns, or analyse the type of customers they are attracting. Indeed very few of these businesses actually understand the ‘diamonds’ that already exist within their database.   
        
    Too little thought is given to how an existing customer may feel if he or she saw a deal that had never been offered to them, despite the fact that they have been loyal customers over a number of years. This could be a real kick in the teeth.

    The perils of transactional marketing
    We’ve all seen the larger corporates like Sky, Vodaphone and, of course the insurance industry to name a few, offering far better terms for new customers than any existing customer can get. In my opinion this form of ‘transactional marketing’ does not work in the independent garage sector as it does not lead to long term loyalty and leads to these potential new customers hopping from one garage deal to the next one.
        
    There is no point trying to attract vast numbers of new customers and provide them with a sub–standard service based on a cheap price which can cause severe damage to the reputation of your business. Another factor is that established customers tend to buy more and are less price sensitive and may be less likely to defect due to price alone.
    Focus on relationship marketing

    You have to focus on ‘relationship marketing’ and yes there are many guises however your own database and the ‘diamonds’ within must always be your starting point. It also builds a platform where the business and its customers are more likely to be able to adapt to each other’s needs and reach agreement quickly and easily. So, by getting emotionally connected and regularly engage with your existing customers will only enhance the trust and loyalty you build with them.
        
    It can be concluded that relationships with customers help a lot growing the revenues/profits for the business. Relationship marketing is all about creating, building and maintaining the relationships with the existing as well as new customers for the long-term profits. Relationship-focused marketing is not something that will happen overnight. It requires a change in thinking and some discipline along the way. Top level management support is needed for introducing such a change.
        
    It's quite obvious that the relationship approach is really successful, because 80% of an organisation's revenues are generated by 20% of the customers. Thus, it is concluded that building strong relationships with customers is very important for any business to grow and relationship marketing is a mantra to long-term success by retaining and delighting the customers.
        
    Simply by reminding customers of their vehicles next MOT due date, or service for that matter is the minimum that any independent garage should be undertaking. Reminding them of specific campaigns such as winter checks or health checks if they are planning long journeys will reinforce that you care about them and keep them safe. By expanding this two-way communication with news of any success stories within the business, such as: charitable fund raising by the business or any employee, training and development that’s undertaken, new services/products introduced will reinforce to your customers that you want to build long term relationships with them.
        
    This strategy will help you constantly create a small influx of new customers through recommendations as opposed to constantly advertising for a field for new ones. You will also greatly improve the chances of providing and exceeding the high level of service they expect, because you will not be swamped with a mass of new customers rushing to take you up on those ‘come and get me offers’. Therefore, this promotes another selection of new clientele that hopefully continue the cycle and improves the long -term implications for continued growth. Your existing customers will become your advocates; your marketing angels.  

    Assets and more diamonds
    Quite simply, customers are the organisation’s most important asset (along with staff too). Without them, it cannot exist. To survive, prosper and possibly expand the business, the independent garage owner must continue to acquire new customers but more importantly must never neglect existing customers or take them for granted.
        
    Constant database management will build-up and trust and personal knowledge with your customers, which create a far more effective customer retention tool, which in turn will find you more diamonds.





  • Launch UK: New battery tester system  

    Launch UK has introduced a new BST-860 battery tester system. The BST-860 is suitable for testing 6 V, 12 V and 24 V batteries, as well as the Stop/Start battery and other related electrical systems, and comes with an integrated thermal printer. The battery test provides a result within three seconds, with a clear ‘Good’ or ‘To replace’ command. With an in-built calibration system, the device’s features include simultaneous detection of the battery and circuit system, a USB port that can export service records and a support automatic temperature compensation function.
    www.launchtech.co.uk


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