IMI Magazine

Dealer Profile

When Darren and Katie Williams took over a SEAT dealership in Essex, one of their first tasks was to cut down a hedge surrounding the forecourt. "It was so high, passers-by couldn't see the cars - not that there were many to see," recalled Darren. "Not a good thing if you're in the business of retailing."

And that was not the only sign of neglect. "Moss and weeds were all over the forecourt, the showroom flooring was a left-over from the days when it was a Toyota franchise and the reception desk resembled a fish and chip counter," said Katie.

That was two years ago and today one of the first things that greets customers at Grants SEAT - located at a roundabout just off the A120 at Braintree - is a large sign proclaiming 'SEAT dealer of the year!'

'Sky high' performance
"Their performance is all the more remarkable when you consider they were up against many more established dealerships," said SEAT UK director Peter Wyhinny. "The consistently excellent standard Grants deliver in all areas of the business demonstrates the sky-high levels of service customers can expect when they visit the dealership." Grants was also highly commended in the dealer of the year category at this year's Motor Trader awards.

"I've never worked so hard in all my life, but never felt so fulfilled," said Darren, whose original ambition was to go into the Royal Navy, before applying for a job as a computer operator with a motor dealer in South London. "It turned out that what they really wanted was a secretary who could work a computer, but the owner took me on as a service adviser." From there he went on to become head of business at Harold Wood Audi in Romford, while Katie - previously head of learning and development at Inchcape UK - was general manager of two Toni & Guy hairdressing franchises.

"I'd been keeping an eye on SEAT since VW made a commitment to develop the brand about three years ago," said Darren, "so when this business came up for sale, I stuck my hat in the ring. The owner was a really nice guy, but motor retail was not his thing - he was more into the business of repair."

On the strength of a five-year business plan, Darren obtained a 'soft loan' under VW's Sponsored Retail Programme and took over in August 2008, renaming it Grants SEAT after his son, who is autistic. "Grant thought I was going to work for someone else and when I took him to see this place he said 'Look dad, that's funny, it's the same name as mine'."

Sharing the workload
With fewer than 10 used cars on the forecourt, Darren's first move was to build up stock, continuing to trade during refurbishment. It was at this point that Katie, seeing her husband working 80-plus hours a week, decided to quit hairdressing and join him. "I thought it was only fair to help share the workload and besides I still had an emotional attachment to the motor business," she said.

Today, Grants has finished its second makeover - this time in the new 'Mania' corporate décor which SEAT is rolling out across its UK network - and has boosted turnover from £2.5m to 6.5m, with an increase in staff from seven to 25.

Pursuing one of its principles - 'daring to be different' - the business recruited most of the sales team from outside the industry. One was in property, for example, and another in paint retail. Darren also changed the traditional sales commission payment date from 'order take' to completion of hand-over. "It's all too tempting for sales people to concentrate purely on the signature on the agreement," he explained, "rather than ensure customer satisfaction in all aspects of the transaction - and it's the satisfaction element that drives future profits."

Both aged 42, Darren describes himself as "very focused on the financial side", while Katie is the more creative partner "good at soft skills". For staff, that means an induction programme where the message is "this is a serious business, but don't take yourselves too seriously". Part of it translates into 'Smello' - smile and say hello. "Simple but very important whether you're dealing with customers or colleagues," says Katie.

'Face of the business'
The soft skills also extend to promotion - and that's where Grant plays a significant role. He was diagnosed as autistic at two and now aged 17, he lives with his mother, Darren's ex-wife, in Yorkshire where he attends college. But he often comes down on visits and is 'the face' of the business, pictured on the brochure with the message: "I hope the staff at Grants have looked after you. I talk to my dad every night and he tells me how the day has gone and how many customers have been to visit."

"True, we do talk every night," said Darren, "but what he really wants to know is how many cars I've sold!" Grants is also a sponsor of the charity Autism Anglia, which offers support to families of those who have what is called 'autistic spectrum disorders', and supports coaching at a local golf club for those with special needs.

Darren attributes a large part of the dealership's success over the past two years to SEAT's new model line-up "which combines German quality with Spanish flair". Whatever the reasons, to quote McDonald's, which has a branch nearby, customers are obviously "lovin' it".

Chris Phillips