PURPOSE IN BUSINESS

PURPOSE IN BUSINESS
Shining through at the Service Dealer Conference
by Service Dealer Editor, Steve Gibbs

An incredibly memorable day and evening (and late night!) was enjoyed by hundreds yesterday at the Service Dealer Conference and Awards - which took place for the first time in the new confines of the Stratford-Upon-Avon Crowne Plaza.

The larger venue allowed for even more dealers from even more dealerships from around the country, to get together, talk and swap experiences - as well as benefit from the cracking line-up of speakers and breakout seminar sessions that were presented throughout the day.

The Dealer of the Year Awards were presented at a gala dinner last night, which you can read more about here - but before that excitement kicked off, there was the significant matter of the Conference to enjoy, which this year explored the theme of Taking Care of Business.

Before we get much further, I will just point out that, as ever, I personally have nothing to do with the organising of the Conference. I am a lucky one who like our dealer delegates, gets to turn up on the day as a punter and simply relish the experience and take in all the information presented. Thus, I feel it's entirely legitimate for me to be hugely enthusiastic about the event - which this year, featured so much on-point content I can't describe it as anything other than immensely enjoyable and genuinely thought-provoking.

Speaking to dealers throughout the day (and night) I heard so many positive comments regarding the breadth and relevance of the subject matter - and for the experts who delivered it all - I think I can be confident in saying that the Conference hit a real sweet spot yesterday.

We'll have a full report on the day's content in the next issue of the magazine written by my esteemed colleague Martin Rickatson. There will also be a ton of official, professional photographs finding their way on their way online (as opposed to my own personal snaps used here this morning), as well professionally produced video material for you to enjoy. For the time being though, here's my roundup of the day's events:

The Intro

Delegates were welcomed first thing by host and owner of Service Dealer magazine, Duncan Murray-Clarke.

Duncan set the agenda for what was to follow during the rest of the day, saying that over the past year from a business perspective, one thing has started to rise to the surface - and that's purpose within a business. Duncan said, "Having a sense of doing things properly at your business and looking out for your staff whilst doing it, with people and place mattering, is becoming ever more important."

He talked about how everyone needs to be running their dealerships more sustainably - and not just in an environmental sense. Dealers he said, must make sure that what they do ensures that the business is there for years to come.

Duncan explained therefore, how the day's content would be based around, " . . those 'nice to have' areas that have now progressed into 'must haves' - for our business, employees and our customers. That is why this year’s Conference is revolving around health. Health of the business, health of our environment and health of our lifeblood (our employees)."

The Keynote

First up to address this notion of how to keep the dealership healthy, was branding expert, board director and CEO, Daryl Fielding.

With her presentation entitled, 'Building your business by bothering about your brand', Daryl explained to delegates the importance of the re-defined brand – and how every business has a brand to look after.

She said how it was wrong to think of branding as merely the "fluffy stuff", such a pretty logo. Branding isn't a superficial notion, it's something that should fundamentally matter to any business of any size. Brands help people choose, to both buy from your company and indeed work for you company.

A brand is intrinsically tied in with a company's reputation - which in our social media age, can be ruined and in tatters incredibly quickly if it's not looked after. Essentially, Daryl said, your company's brand should be led by your people and is a combination of the products and services you offer and this all-important sense of your reputation

The Breakouts

During the course of the day yesterday, there were three breakout seminar sessions (one more than in previous years), where delegates were split into smaller groups, to attend in each session in turn - allowing, as ever, for high levels of presenter and dealer interaction and feedback.

The three sessions were:

Mental Health: breaking the stigma

Led by Graham Ashford, regional support officer at the charity FCN, this session tackled a difficult area – mental health. This is a topic that is of course cropping up more and more with the changing world we live in. It is an area that we as individuals can sometimes sweep under the carpet.

In a fascinating and sensitive session, Graham asked the group to think about what signs we might see in our colleagues if they were both mentally well and mentally struggling. He also asked to the group to consider what external factors might impact on a colleague to contribute to them not feeling mentally well. He discussed some red flags to look out for in those who we may be worried about - such as a change in attitude to risk, extreme fatigue and mood changes amongst others.

He said, "You might find that supporting our colleagues who aren't doing the best, could be as simple as checking in with a text. If you get involved in helping other people in your work place, you find it will do your own mental health good."

Business as a Force for Good – how business purpose can help you achieve a fitter, more resilient business

Presented by colleagues Sophie Brooks and Camilla Barnes, from consultancy Fit For Purpose, this session focused on using the business as a force for good and what can take place in dealerships to achieve this.

Considering the positive impact a dealership could have, they discussed this notion of a business having a purpose - and how this purpose is still very much linked to being profitable. They said that customers are increasingly concerned about spending their money with companies who are clear with their purpose - and indeed how young people are increasingly making choices on who to work for, based on whether that company has a purposeful attitude that aligns with their own.

After discussing the benefits of why small to medium sized businesses should consider entering the BCorp certification process, in summing up the big question they said businesses should be asking is 'Is the world better with my business in it?'

How To Create A Wow Experience: Top Tips From A CX Punk

With over 25 years' experience as a consultant, best-selling author, and customer experience advisor, Adrian Swinscoe ran the final breakout session, imparting his knowledge of the customer journey.

Speaking about that all important customer journey and maximising that contact dealers have, Adrian said that fundamentally from our own experiences, we all know what good and bad customer experiences look and feel like. The key for dealers, is identifying those small areas of 'grit', as he put it, in your businesses, that whilst everything else may be superb, give customers a bad feeling and stick in their minds.

To find what those areas of grit maybe, will require actually speaking to customers one-on-one, which should shine a light on areas you may not be aware is causing a friction. Be brilliant at the basics Adrian said, and people will be willing to pay a premium for a premium service.

The Customers

Following lunch, in what Duncan jokingly described as the Graveyard Slot (!) the conference heard from two professional, end-user customers. Both spoke about how their very different lines of work, each rely on their close relationships with their local specialist machinery dealers.

Firstly, delegates heard from regenerative farmer, Michael Kavanagh, who is also the founder of The Green Farming Collective. Michael is based in Shropshire and has habitat, soil health and bio diversity at the heart of what he does. This is a direction more and more farmers are heading in so he explained a bit more about the practice to the conference and shared what he needs from his machinery dealer to support this way of farming.

Michael said, "I'm increasingly interested in the carbon footprint in all that I do on my farm - and that is now extending to my machinery purchase decisions.

"Also, I am looking to reduce my reliance on high horsepower machinery options. I want lower horsepower but to achieve a similar output."

Next up was James Mead, who has recently retired as head groundsman at Rugby School. Before that he held the same position at Millfield and thus is a highly respected figure in the sports turf community. He spoke about his experiences in the turf professional industry and the importance of support from professional groundscare dealerships.

James talked about how in the commercial end-user sector, friendship and longevity is so important in relationships with dealers. He also spoke about how dealers shouldn't just concentrate their demos and talks towards solely the head groundsman at a given facility - rather the whole grounds team should be involved in the process. A new machinery purchase won't be made, James explained, without the whole team discussing its merits.

He said, "We need dealers to be friends, never purely salespeople. We require them to understand our needs and we want to find solutions to problems together. We have a budget to spend with the right people on the right equipment."

The Wrap Up

The Conference neared its conclusion with what has become traditional now at these events, a panel Q&A discussion with guests who had presented during the day.

Joining Duncan on stage were Adrian, Graham, James, Daryl, Sophie and Michael, who tackled questions that had been submitted by dealer delegates throughout the day via the Slido facility, accessed through their phones.

Questions addressed topics such as what would be considered as the biggest own goals in customer experience and in brands?; why haven't more companies in our sector gone for BCorp?; how are large brands incorporating sustainability into their brands?; who are the decision makers in the machinery buying process in professional concerns?; and when would be the best time to rebrand your business?

Finally, Duncan Murray-Clarke took to the podium one last time to summarise the day's events and to offer his closing thoughts.

Reflecting on the program that had focussed on some of the key ingredients needed to sustain dealerships, he said, "We want to see dealerships staying current and more importantly staying open. We want to seem them being taken onwards by the next generation or being sold as on-going concerns, delivering reward for the decades of hard work for the business owner.

"I appreciate that today’s leaning has definitely been towards purpose in business and the environment. And for that I make no apologies because it is vital to have this direction of travel."

On a personal note I would like to thank Duncan and his incredible team at TAP for once again organising an amazing Conference, jam packed full of useful take-aways and fascinating discussions. This year bigger was most certainly even better!

We'd all like to thank the dealers who came along and contributed to the day's events - it's your voices that make Service Dealer what it is.

And finally everyone at Service Dealer would like to thank all our incredible sponsors, because without them, the Conference simply would not be able to take place.

Here's to next year's!

The Sponsors

Principal Sponsor

Gold Sponsors

Societe Generale Equipment Finance

STIHL