GRAEME POWELL MAZDA EXPERIENCE… OUR UNIQUE POINT OF DIFFERENCE Editor: Danielle Stewart Publisher: RYP International trading at Book in a Day – ABN: 51 007 344 621 Graphic Designer: Janrick Romales Photographer: Briana Pierce First Edition printed 2014 by FauvDesign Copyright © RYP International All rights reserved. Apart from any fair dealing for the purposed of study, research or reviews, as permitted under Australian copyright law, no part of this publication may be reproduced by any means without the written permission of the copyright owner. Every effort has been made to obtain permissions relating to information reproduced in the publication. The information in this publication is based upon the current state of commercial and industry practice, applicable legislation, general law, and the general circumstances at the time of publication. No person shall rely on any of the contents of this publication and the publisher and author expressly exclude all liability for direct and indirect loss suffered by any person resulting in any way from the use of or reliance on this publication or any part of it. Any options and advice are offered solely in pursuance of the authors and publishers intention to provide information, and have not been specifically sought. National Library of Australia Cataloguing-in- Publication entry Author: Book in a Day Title: GRAEME POWELL MAZDA Experience… Our unique point of difference Edition: 1st Ed. ISBN: 978-0-9875391-2-0 Subjects: Graeme Powell Mazda staff and customers Printed in Australia by FauvDesign Venue for the Day: Graeme Powell Mazda Dealership
contents FOREWORD
PG. 1-2
RESPECT AND TRUST TEAMWORK SERVICE
PG. 11-16
PG. 17-22
RELAXED CULTURE RELATIONSHIPS EXCELLENCE FAMILY
PG. 6-10
PG. 23-30
PG. 31-37
PG. 38-44
PG. 45-48
1
FOREWORD
Welcome to our book on The Graeme Powell Mazda Experience. We think our point of difference is how we build Trust and Respect with our customers and staff. Buying a car is a big deal. It is the second biggest investment people make after their family home, hence it is crucial for the decision making to be done in a open, relaxed, trusting and accommodating manner. Easier said then done! In this day and age with the internet and social media, cars can be purchased anywhere. Customers know the features, benefits and price of a car before they even enter a showroom. So what determines where they buy their car? It all comes down to a matter of trust. In an environment of increasing competition and new channels to market, building trust takes time, effort and above all authenticity. Many talk about it, but few actually walk the talk. We have been building Trust and servicing customers as a Family Business since 1971. During that time we are proud to say we have built a shared partnership with Mazda and a long list of long time staff and customers. So how have we done it? We put it down to the Graeme Powell Experience. This book aims to capture and define the essence, character and spirit of that experience through the eyes of our staff and customers. What follows is unscripted, word for word quotes from our staff and customers as well as photo’s, all of which were collected and collated in ONE day. Participants were interviewed in an impromptu manner and asked these three key and critical questions: 1
How would they describe the Graeme Powell Mazda Staff?
2
How would they describe the Graeme Powell Service Experience?
3
What is the Graeme Powell Point of Difference?
After their brief interview, they were then photographed and given the opportunity to add any other reflections.
Management Team
2
FOREWORD
Enjoy our book as we think it showcases how we go about our work and creating a point of difference. I am proud of our reputation. I would like to thank the wonderful team here at Graeme Powell Mazda. I am greatly indebted to them and my family for helping create what I consider to be the best car dealership in Australia. I would also like to thank our customers for their custom and long term commitment to our business. And finally I would like to thank Mazda for their support and Partnership over the 40 odd years we have been in business together.
Yours Sincerely, Colin Powell Dealer Principal Graeme Powell Mazda
3
FACTS ABOUT GRAEME POWELL MAZDA
ESTABLISHED IN
1971
FAMILY OWNED
STAFF OF
40
60% MORE THAN 10 YEARS’ EXPERIENCE ALL MECHANICS MAZDA TRAINED EXPERTS
END-TO-END SERVICE SALES SERVICE MAINTENANCE PARTS
OVER
40%
OF OUR SALES CUSTOMERS GET THEIR CARS SERVICED WITH US
90%
EXTREMELY SATISFIED CUSTOMER SURVEYS
4
THE GRAEME POWELL MAZDA EXPERIENCE
Teamwork
Family
Service
Respect and Trust
Relaxed Culture
Excellence
Relationships
5
OUR TEAMS
Customer Service Team
Spare Parts Team
Service Team
Pre-delivery Team
Graeme powell
TEAM Management Team
RESPECT & TRUST
7
RESPECT & TRUST
‘‘ ‘‘
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Colin Powell Dealer Principal
One of the principles I have, and it is not negotiable, is we do not rip people off! We do not stitch them up! We cannot afford a bad name. It is my family name out the front of the business.
Being a family business you have to be honest, that way nothing can jeopardize your reputation. If you are honest with the people you work with, you will be honest with your customers.
Richard Hignett Business Manager
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8
RESPECT & TRUST
‘‘ ‘‘
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Steve Manuel Service Manager
TRUST is hard to get. People just don’t give it to you. TRUST takes time and is formed through friendships. Trust needs to be built. That’s how the customer knows we are not going to rip them off.
You develop your customer relationships over many years and that is why 99% keep coming back. The TRUST you will have the part they need at the right price… Everytime!
Alex Sarantos
Spare Parts Manager
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9
RESPECT & TRUST
‘‘ Customer Relationship Manager
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‘‘
Roz Phillips
You create TRUST by telling the truth and actually caring about the customer. Once the TRUST is built up with customers, they recommend us to their children, grandparents, uncles, aunties and neighbours.
Customers just want the one thing, a deal that they feel happy about. This all comes down to them TRUSTING you have given them the right deal.
Robert Kennedy New Car Salesman
‘‘
RESPECT & TRUST
‘‘ Matt Corcoran Mechanic
We try and guarantee that the customers car will be looked after as best as possible. I might even bring them in and show them what we are doing, which puts their mind at ease… That builds TRUST.
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10
TEAMWORK
TEAMWORK
‘‘ ‘‘ ‘‘
‘‘ ‘‘ ‘‘
12
If you have not got your team behind you, you’re not going to have a business.
I see the success of this business is due to the staff.
I love coming to work and being part of this team environment.
Colin Powell Dealer Principal
Management Team
‘‘
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We work as a team, we know each other well. Richard Hignett Business Manager
13
TEAMWORK
‘‘
‘‘
Everybody here is very approachable, we are all very happy. You are not going to sell cars to people if you are not.
Phil Dodds New Cars Sales
‘‘
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The culture has a lot to do with Colin. He is a great person to work for, fair, and he thinks team is everything.
Jodie McGurgan Office Manager
14
TEAMWORK
‘‘
‘‘
Ross Manning
The point of difference here is our people. We’ve all been here for a long time and collectively there is nothing we do not know about the cars we are working on!
Service Mechanic
‘‘
If you have a great working environment you will provide a good service experience for customers – we do this well!
Alex Sarantos
Spare Parts Manager
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15
TEAMWORK
‘‘
‘‘
It’s the longevity of the staff that sets us apart. They are really made to feel part of a family business.
Caitlyn Powell Administration
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There is a lot of TEAMWORK here, everyone works towards a common goal.
Scott McGurgan
Wholesale Manager
16
TEAMWORK
‘‘
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Staff morale is a big thing for Dad. He tries to keep everyone happy, he wants staff to feel comfortable which allows them to be at their professional best.
Eloise Marsh (Powell) Financial Controller
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‘‘
Very much enjoying my time here at Graeme Powell and working with a supportive team of people. I am looking forward to a long and rewarding career here.
Ian Thomas Used Cars
SERVICE
SERVICE
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‘‘
18
If you don’t have service, you don’t have profit. It goes hand in hand, it’s as simple as that. Colin Powell Dealer Principal
‘‘
You know that if you need a car, you come here. The Graeme Powell Mazda experience is open and they look after me. I have never had a problem with the servicing. It’s a pleasure to be in such good company.
Craig Edwards (Wally) Customer
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SERVICE
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19
You have to be passionate about your work as that will show in your customer service. Alex Sarantos Spare Parts Manager
‘‘
Our point of difference is our service. Whether you are in the service department, New Cars, Used Cars or Parts it’s the actual service. You just don’t find the service that we have here anywhere else. It’s just that simple.
‘‘
Rocco Harrack General Sales and Finance Manager
SERVICE
‘‘
‘‘
20
It comes back to service and a sense of being looked after. That’s our point of difference. Steve Mellick New Cars
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Everything is done for you here, from picking up the car, servicing, washing and then dropping it off. Michelle Loaney Customer
SERVICE
‘‘
‘‘
21
It’s all about great customer service. We want customers to come back and not feel like they are just another number or another commission.
Eloise Marsh Financial Controller
‘‘
The customer gets exceptional service here. Our service department wins best in Australia because they ask the right questions when a customer drops their car off.
‘‘
Scott McGurgan Wholesale Manager
22
SERVICE
‘‘
Dad would prefer to have 500 customers and charge them $1 rather than 1 customer and charge them $500.
‘‘
Aleisha Kenney (Powell) Administration
‘‘
We always deliver new and used car parts to our customers as quick as possible with a happy smile.
‘‘
Gwenda Smith Spare Parts
RELAXED ENVIRONMENT
24
RELAXED ENVIRONMENT
‘‘
I like to work in a relaxed environment. That way people will love coming to work and helps make a great first impression for customers.
‘‘
Colin Powell Dealer Principal
‘‘
‘‘
Friendly, easy, approachable, low pressure and relaxed describes the environment here. Jodie McGurgan Office Manager
25
RELAXED ENVIRONMENT
‘‘
People can’t believe how relaxed our culture is and how well we do with our customer satisfaction. The informality of our culture is actually a formality.
‘‘
Steve Manuel Service Manager
‘‘
Two words to describe our customer experience would be relaxed and professional, we’re not pushy.
‘‘
Phil Dodds New Car Sales
RELAXED ENVIRONMENT
‘‘
‘‘
26
By having a laid back casual feeling, customers feel comfortable. I guess that is why so many customers keep coming back.
Hannah Butera
Pre-Delivery Coordinator
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Our point of difference is our culture – the vibe. It’s just relaxed and enjoyable. This leads to trust and respect for each other which ultimately is passed on to customers.
‘‘
Eloise Marsh Financial Controller
27
RELAXED ENVIRONMENT
‘‘
It’s a very relaxed and friendly environment who are very encouraging towards taking time off and doing things with family.
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The culture is always fun and friendly and the service department has always been great. Marcus Leonard Customer
‘‘
‘‘
Rocco Harrack General Sales and Finance Manager
28
RELAXED ENVIRONMENT
‘‘
Customers can be quite nervous when dealing with a car salesman, but when the salesman is relaxed, it diffuses the whole thing.
‘‘
Robert Kennedy New Car Salesman
‘‘
We’re sort of like a big family, it’s easy to come into work everyday and have a laugh with the boys. It’s a good place to work.
‘‘
Matt Corcoran Mechanic
29
RELAXED ENVIRONMENT
‘‘
It’s a lot more relaxed than a lot of places, there’s probably less pressure from management and the longevity of staff here makes you never feel like this day could be your last.
‘‘
Patrick McGuire Used Car Salesman
‘‘
It’s so unique this culture. It’s very laid back and focused on making sure the customer is 100% happy, not 95%. Our way is that we’ve just got to be personable, that’s our culture.
Rudy Rulach General Manager
‘‘
30
RELAXED ENVIRONMENT
‘‘
It’s a good place to work because you work with Colin not for Colin which has kept me here for so long.
‘‘
Noel Hartwig New Car Manager
‘‘
We are lucky we don’t have a boss who is a tantrum thrower like many other dealer principles. We have someone who is relaxed and when you have a problem, you solve it.
‘‘
Steve Mellick New Car Sales
RELATIONSHIPS
32
RELATIONSHIPS
‘‘
Retention is very important here. If we look after customers right from the very start and do everything right by them, they will come back. Ultimately repeat business is a reflection of your organisational values.
‘‘
Colin Powell Dealer Principal
‘‘
It is a matter of keeping everyone happy, and if the customer walks out at the end of the day happy, then I am happy. But it does take hard work and commitment.
‘‘
Phil Dodds New Car Sales
33
RELATIONSHIPS
‘‘
Colin is a great guy and I want to support him, as he supports me.
‘‘
Craig Edwards (Wally) Customer
‘‘
‘‘
When we get a staff member here they tend to stay forever. Patrick McGuire Used Car Salesman
34
RELATIONSHIPS
‘‘
‘‘
Buying a car is the second biggest investment people make in their lives and they need to feel comfortable that they are making the right decision.
Roz Phillips Customer Relations Manager
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Being here for over 40 years and having one family owner has helped create a great culture with long term staff with great working relationships. Robert Kennedy New Car Salesman
RELATIONSHIPS
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35
Never had a problem here. I have bought cars for myself, my wife and now my daughter. I have referred many people here because I know they will be treated right.
Marcus Leonard Customer
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We all have respect for each other and our customers, that’s our brand.
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Faye Hollow Service Adviser
RELATIONSHIPS
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36
Everyone is really wonderful. From the person who sold me the car, to the service people, all lovely beautiful people. Michelle Loaney Customer
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Given we are not on a main road, customer relationships are all important. That is something I am proud to say we are really good at.
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Noel Hartwig New Car Manager
Being owned, operated and being in the same location for over 40 years has really helped us. Builds a level of familiarity and security. Rudy Rulach General Manager
37
RELATIONSHIPS
‘‘
This is one of the few places that has had the same staff for 10, 15, 20 years plus.
‘‘
Jodie McGurgan Office Manager
‘‘
People are happy. People have been here a long time. Many 20 years plus. You do not get that anywhere else in the industry.
‘‘
Scott McGurgan Wholesale Manager
EXCELLENCE
EXCELLENCE
‘‘ ‘‘
‘‘ ‘‘
39
By having a good atmosphere it allows you to collectively worry about providing the best possible service experience for customers. Without the right feel in the place excellence cannot be achieved.
Our attention to detail ensures the service experience for customers is a great one and our work quality means no cars leave with any issues.
‘‘
Colin Powell Dealer Principal
Service and Retention = Good Sales. It takes care of itself if you provide an excellent experience for customers.
‘‘
Steve Manuel Service Manager
EXCELLENCE
‘‘
‘‘
40
Dad is always on the shop floor making sure everyone’s needs are met and are being looked after at every level of the business.
Eloise Marsh Financial Controller
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We double check the job done on every car we work on before it goes out the door. That way we make sure the Customer is safe.
Ross Manning Service Mechanic
EXCELLENCE
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41
Fast hassle free service and the best possible price… and doing it consistently! Alex Sarantos Spare Parts Manager
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We relax, spend the time with customers and don’t push them into buying a car. We go that extra mile to find out what is best for them. I’ll go that extra step no matter what.
‘‘
Rocco Harrack General Sales and Finance Manager
42
EXCELLENCE
‘‘
You have to spend time with the customers so they know how to use all the technology in the car. If you pay attention to the details, they will have a really nice experience.
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Patrick McGuire Used Car Salesman
‘‘
‘‘
You have to do your job properly. You sell yourself, then sell the company, then sell the car.
Steve Mellick New Cars
EXCELLENCE
‘‘ ‘‘
We are lucky we have a really good product with Mazda. It is easy to sell something that is great quality.
‘‘
Customers now are very discerning. They can buy their car anywhere. You have to live up to your promises and their expectations. Anything short of excellence is a failure in our book.
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43
Noel Hartwig New Car Manager
44
EXCELLENCE
‘‘
Customers can walk in here 12 months, two years or five years later and the salesman knows who they are because we spend a lot of time with our customers.
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Roz Phillips Customer Relations Manager
‘‘
Technology is advancing so fast, but we are always up to date which includes our knowledge of the computers, tools to use and all the mechanics.
‘‘
Matt Corcoran Mechanic
FAMILY
46
FAMILY
‘‘
Never wanted my girls in the business. But having them here just makes the place feel right.
‘‘
Colin Powell Dealer Principal
‘‘
It is the longevity of the staff which sets us apart. They are really made to feel part of a Family Business. That is why there is a great connected feeling working here. You can feel it!
‘‘
Caitlyn Powell Administration
FAMILY
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47
Reputation is a really big thing for all of us. It is our Family name that is at stake. Aleisha Kenney (Powell) Administration
‘‘
Dad has taken great pride in representing his father and his family very well. We are all so proud of him. He has done a great job for everyone!
‘‘
Eloise Marsh Financial Controller
FAMILY
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48
As a Family owned business, you’re not a number, they know your name. There’s no favouritism, they say thank you for a job well done and do not yell and scream if something goes wrong.
Steve Manuel Service Manager
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Having a Family business makes a huge difference. The whole Family embraces and support you. There is no high pressure, which makes it a really collaborative environment.
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Jodie McGurgan Office Manager
Mazda is the generic brand but it is the personal approach which makes this a Family business that has fuelled its growth over the past 40 odd years.
Richard Hignett Business Manager
49
GRAEME POWELL MAZDA... OUR UNIQUE POINT OF DIFFERENCE
50
OUR RELATIONSHIP WITH MAZDA
When my father started the company back in 1971, I never envisioned the growth we have experienced today within the dealership and the product. The support we have received from Mazda Australia over the last 43 years has been nothing short of staggering. It is a pleasure to come to work every day and know I have the support of not only my staff but the factory as well. Without their help we would not have been able to achieve all that we have. The 11 consecutive Mazda Master Dealer awards in which we have won is something I hold very dear to my heart. To get that recognition for all our hard work from the factory is something that makes it all worthwhile and makes us want to do it again and again. As a dealership we will continue to work closely and professionally to maintain these lofty standards made over time.
Colin Powell
51
ACKNOWLEDGEMENTS
It is my pleasure to thank everyone that has made not only this book possible but also the success that the dealership has had over time. My thanks go to the Book in a Day team for their help and professionalism in producing this book. Through their experiences with the dealership, they have made this book come to life and for that we thank them. A huge thank you goes to my staff, without them the dealership could not be what it is today. Their diligence in work over the years has given me much pleasure in seeing the dealership grow from strength to strength. My thanks go to Steve Mellick who has worked closely with Danielle Stewart in the production of the book, not only on the day, but over the last 6 months in planning and making sure everything has run smoothly. Also I thank our customers, without their loyalty and word of mouth the Company would not succeed with what we have set out to do. Top class customer service, value for money and peace of mind. Finally I thank my family for all their love and support over the years. Thank-you.
Colin Powell