IMI Magazine

At last, recognition for talented managers

On the face of it, the evidence is damning: Less than 18% of managers in motor retail have a formal qualification compared with an average 45% across other industry sectors. But as Chris Hayden, chairman and chief executive officer of Ford Retail, points out, that doesn't mean businesses are being run by people who lack skills and experience. "There are a lot of incredibly successful people in our industry. Many of them left school with no qualifications and that hangs over them, but it shouldn't because they are very talented," he said.

It's this disparity between ability and qualifications that the IMI is now aiming to put right with the launch of its Automotive Management Accreditation scheme.  Developed over the past three years, it's based on principles similar to Automotive Technician Accreditation (which now has more than 22,000 members on its register) to assess job competence and identify any need for skills development.

Powerful solution
As Linda Stansfield, the IMI's chief operating officer, describes the scheme: "We have tried to develop a product which addresses the previous concerns with management training - too academic involving lengthy written assignments - but still offering a robust assessment of competence. Overall, it's a powerful solution to help bring about a cultural shift to improve management and leadership development, business improvement and professionalism within the sector."

Speaking to a packed audience at London's Centrepoint conference centre for the official launch of AMA, Linda said that extensive research and consultation with more than 400 employers and other stakeholders within the retail automotive sector revealed a lack of support for managers seeking to improve their skills. "Less than 18% have gained a Level 4 qualification or been on an assessed training programme compared to the average in all others sectors of 45%. Our industry faces some very real challenges in the next decade, so the development of strategic and operational management skills is vital."

The launch of the scheme follows a pilot involving managers from across the retail sector including representatives from Autoglass, Colin Appeyard Cars, Ford Retail UK, Jaguar Landrover, Mill Autoquip and Scania.

Personal benefit
Commenting on the success of the pilot, Steve Scofield, head of the IMI's Accreditation Academy, said: "All the candidates who took part felt that the assessment had been very worthwhile and they had benefited personally from undertaking it. An over-riding comment was that the AMA assessment highlighted the breadth of the role that they undertook. The measurable impacts on business performance from the initial case studies include an increase in accessory sales of 54%, an increase in customer survey scores and a reduction in staff absence."

Chris Hayden from Ford Retail, which has 67 dealers and 3,500 employees in its network, said: "Until now, a manager's performance has largely depended on a CV and track record. There's been no actual benchmark we could use across the industry. AMA provides that benchmark and a consistency of approach. It challenges individuals to question their performance and raise their game."

IMI president Steve Nash said: "Qualification routes tend to have been characterised by zero to MBA in one jump, or you start one scheme and it's abandoned in favour of a newer one. You don't get that with AMA - its pragmatic and flexible."

As with ATA, governance, moderation and administration of the scheme is the responsibility of the IMI in its role as the Sector Skills Council for the automotive retail industry.

If you are a manager and would like to find out more about AMA, visit www.automotivemanagement.org.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.

Views of the 'pilots'

Before joining Autoglass, Jayne Stansfield spent most of her career in High Street retailing, working for M&S, House of Fraser and Fenwicks before running the Touchwood shopping centre in Solihull.

"Retailing in whatever form is all about customer service and keeping an eye on your key performance indicators," said Jayne, who manages Autoglass's eastern region with its network of 15 branches. "One of the attractions of AMA is that it's a transferable qualification across the motor retail sector. It's reassuring to know that I have the skills for the job I'm doing and it will act as an incentive for junior managers to climb the ladder."

Nick Jaye began his career as an apprentice mechanic and progressed to his present job as aftersales manager with Berkeley Vale Motors in Bristol via a series of service adviser promotions with other dealerships.

"A lot of my management training with the likes of VW and Hyundai has been top rate. What it needed was something to bring it all together and give it recognition and that is what's so great about AMA," said Nick. "Automotive Technician Accreditation is now being appreciated by customers. ATA certificates in the customer service area, along with certificates for AMA, should really present a solid case of a professionally run business."

AMA at a glance

AMA is the first accreditation scheme to address managerial needs specific to the retail motor sector. It's designed to develop the skills and competence of those wanting to fast track their managerial careers and is intended to benefit both individuals and their employers. It offers opportunities for those in a generic management role who wish to concentrate on areas such as finance and recruitment and also caters for specialist managers, e.g. service, sales, accident repair and parts.

 Assessment takes a maximum of one day and is carried out in the workplace. There are three levels of accreditation: Level 3 (first-line manager), level 5 (middle manager) and level 7 (senior manager). Successful candidates are accredited for five years, and are then required to undergo a fresh round of appraisal.

Prospective candidates are offered a short test on the AMA website to indicate which level of assessment is likely to be the most relevant.

Those achieving accreditation will be placed on a Professional Register and will be offered opportunities for continuous professional development on industry management and leadership issues.

 If an employer or training provider has an existing management and leadership programme, assistance can be given to map the programme against the AMA competencies. The employer's own management and leadership trainers can be accredited to assess the AMA programme internally.

Basic cost is £175 for registration, which includes a '360 degree' appraisal to identify levels of competence and any recommendations for further development (e.g. coaching, on the job training, short courses). Typically assessment costs will range between £700 and £1,000.

Should an individual be unsuccessful in achieving recognition, they will have the opportunity to be re-assessed after undergoing coaching/training.

Chris Phillips