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Return on Investment | Long term predictable sales growth

Our Clients - Honda (UK)

"Everything from the quality of their appointments through to the attitude and motivation of their staff is truly outstanding. ROI have been a significant factor in what is an incredibly successful initiative for Honda (UK). They are a partner and much more than just an agency."
Ashley Wheeler, National Dealer Corporate Operations Manager, Honda (UK)

The Client
Honda is the 18th largest global brand and the largest engine manufacturer in the world. Honda sell vehicles in the UK through their network of 200 franchised dealerships.

The Challenge
The UK business car market is a great opportunity for growth for automotive manufacturers and dealers. Many manufacturers have attempted to target this complex market and so far none have succeeded.

In 2005, Honda launched its major new initiative to target this market.

Ashley Wheeler, National Dealer Corporate Operations Manager, Honda (UK) commented, “There are many challenges in targeting this market. Most manufacturers have attempted various solutions that didn’t work and we decided it was time for Honda to make a serious investment in money, time and expertise to get it right and gain first mover advantage. We knew early on that one key to success would be the selection of the best lead generation partner.”

The Solution
Honda (UK) discarded traditional telemarketing options and instead turned to ROI to implement their long-term relationship building solution.

Ashley Wheeler continues, “ROI take a slower, disciplined approach to turning the market. Rather than going for the quick win today, their approach is to build relationships with potential customers over time so that trust and rapport are built prior to booking the first appointment. This drastically increases the quality of the appointments. We’re one year in now and we are seeing clear evidence that the market is turning in our favour."

The Results
ROI generate about 150 appointments a week for Honda (UK) and as of September the total number of appointments has just passed 4,000 for the project in total. In a recent survey of the dealer network, 96.6% of Honda Dealer Principals rated the service provided by ROI as Good or Excellent.

“What makes ROI stand out is their passion for quality and the high standard of appointments they create,” continues Ashley Wheeler.“To achieve 96.6% customer satisfaction from our dealers is outstanding. In just eight months ROI have generated an additional £5 million of sales revenue which is over 600% return on investment. The sales pipeline shows quite clearly that within the next couple of years Honda (UK) will have created a massive turnaround in this critical market."

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