GGP REPORT GOOD YEAR Over 600 dealers attend three day event
More than 600 dealers attended the GGP annual sales conference at the National Heritage Motor Museum at Gaydon, the first two days given over to Atco and Stiga, the third to Atco.
Introducing the event, GGP UK managing director, Duncan Martin, said that the mower season had recovered well from a very slow start. "At the end of April, it was 24% down, but to the end of August it is just 2% down compared with 2012". He added that GGP were showing 3% growth in 2013 in the UK lawnmower market, outperforming the market, but that ride-on and tractor sales were generally flat compared with last year.
Taking a wider look at the European market, he said that the German market was showing a 5.5% growth in a market almost twice the size of the UK, whilst France was -3% down. Overall, GGP Group is showing a 1% growth in 2013, he added.
He also apologised to dealers for supply issues and price increases that had cropped up during the 2013 season. "Yes, as a Group the strength of the market did catch us out, and we were faced with a 5 million euro shortfall in our manufacturing budget, which meant increased borrowing, buying euros at a higher rate which fed through into mid-season price increases," he said. "We have learned a lot from this, and I am confident that this will not be repeated next year."
Market manager Adam Godfrey talked about internet trading and said that many misconceptions surrounded consumers' use of the internet. "Over 85% of people use the internet for researching product information, 5% use it to find out where to buy and only 1% actually click through to buy at the moment. Our aim is to ensure that online prices match those displayed in your showroom because we know that customers will stand there comparing prices on their phone whilst in your showroom."
Finally, Ron Miller talked about the importance of exemplary customer service, "Nobody 'owns' a customer," he said. "They are fickle and very rarely totally loyal to you or anyone else. You need to create the Wow factor, make sure you and your staff are tuned into the customers' needs, sell yourself, sell your company and sell your product."
