IMI Magazine

AMA update

Following the official launch of Automotive Management Accreditation in May, when 20 managers from the 'pilot' phase were presented with their certificates, the IMI reports that it's on target to achieve 120 more accreditations by March of next year. Meanwhile, here's an update on more of the successful candidates and what they think of the scheme.

James McGugan, manager of Kwik-Fit in Glasgow, pictured with Sandy Burgess, IMI lead national manager. David White, Kwik-Fit's director of customer services, said: "The AMA process has not only provided James with additional insight into many topics, such as marketing and pricing, but also given him extra confidence and enhanced his career prospects."

Gareth Bailey, group sales manager with Norwich-based Busseys, commented: "AMA has triggered fresh enthusiasm to enhance my knowledge and abilities within automotive sales management. The preparation needed for assessment compelled reflective thought and personal critical review of my management style. The 360 appraisal provided me with insightful operational feedback to support my development plan and I feel the accreditation is a sincere and substantial measure of my management aptitude and ability.

"AMA is long overdue and could be the catalyst for a standardised representation of professionalism and qualification within the automotive sales arena. I am hopeful that manufacturers and dealers seize the opportunity to adopt this accreditation. Marketed properly, it will enhance credibility and confidence among the general public that we have moved on from where we were ten years ago and are providing a skilled service."

Charles Booty, Middlesbrough branch manager of Autoglass, pictured with IMI national manager Jon Douglass, said: "The assessor's feedback was very accurate and gave a clear view on how to go forward." He felt that "the online assessment was quite structured around a dealership business model" and that "the levels were set appropriately". Charles acknowledged that because of job familiarity he had become "less than dynamic", but the feedback report and mentoring had prompted him to "freshen up".

Colin Pybus of Benfield Nissan, Newcastle, admitted to initial concern about AMA assessment because of any weaknesses it may have exposed in his abilities. But he said the 360 exercise highlighted both strengths and weaknesses, encouraging him to make "significant changes for the better" on marketing strategy. "AMA prompts you to analyse why you do what you do," he explained. "It's an honest and concise level of feedback with no holds barred."

Colin believes that AMA could be of particular value in lower management levels as a training needs analysis method for progression to higher management roles. He also feels he now has industry proof that he is fully qualified and experienced to do his job, with a strong platform for his future development and career opportunities in the motor industry.

George Reid, head of technical services at Lex Autolease, said: "AMA makes you think about what you are doing. Managers should re-examine themselves periodically. I liken the 360 feedback to a golfer practising his swing in front of a mirror, except that in this case your work colleagues will give you a true reflection of how you perform."

George said that feedback from his assessor made him realise that he found it difficult to delegate and encourage staff to take on more responsibility. He now makes a practice of consulting with staff more regularly and delegating wherever appropriate. "It's freed up my time to concentrate on matters at a more strategic level and also allowed for a more constructive succession plan," he said.

'Traction' to achieve results
Post launch, AMA has attracted interest from many organisations in the motor retail sector, including vehicle manufacturers, dealer groups and training providers, reports Steve Scofield, head of the IMI's Accreditation Academy.

"If the current trend continues, as organisations look at budgets to participate with AMA, then we should see substantial numbers of registration and achievements throughout 2011, bringing about a substantial shift in support of managers in the sector," commented Steve.

"Many organisations are positioning themselves to engage with AMA, some of which are training and accrediting staff to deliver as part of their internal management and leadership offer. This, coupled with those engaging with AMA assessment centres, is providing a promising start."

Steve explained that the AMA launch had provided "the initial traction", adding: "Already, we're seeing a two-way flow of enthusiasm, with manufacturers driving the initiative one way and some large dealer groups bringing it to the attention of manufacturers in their franchise portfolio."

The IMI is currently working with return on investment experts and a core industry working group to produce a detailed analysis on how AMA can provide a greater return on investment. This will then provide a template to measure performance and business benefit.

"AMA came about after we listened to employers about management training needs" said Steve."Something that was fit for purpose, with the emphasis on workplace competence rather than academic achievement. Something - and this was also very important - that wouldn't take managers away from their duties for long periods.

"And judging by the response so far, we seem to be delivering the required results," said Steve.

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If you are a manager or employer and would like to know more about AMA, visit www.automotivemanagement.org.uk. There are currently three AMA centres with accredited AMA assessors, who will carry out assessments all over the UK. If you are an employer with any questions about how the AMA scheme will fit with an existing management and leadership programme, please email ama@motor.org.uk.