ROI has been delighted to learn that we are one of only three finalists for ‘Best Innovation in Sales’, presented by Professional Sales Awards, for the work we have done with Honda to increase their fleet sales. These awards are for all sectors of business, not just automotive and other finalists include such brands as: SAP, London Victoria Insurance, Wickes and Hitachi.
Honda and ROI have a long history, partnering together for over nine years in a proven process to sell cars to the fleet marketplace, but a new strategy was required to improve fleet sales, engage a wider dealer network and increase customer touch-points and satisfaction. ROI and Honda developed a three-pronged approach:
The Platinum Demo programme has significantly increased the number of SME test drive vehicles available, by using an ROI designed web-based live booking system across the dealer network, rather than the traditional central logistics hub. This system is linked to the fleet CRM and gives Honda UK complete control and visibility of the programme.
Honda also has created a team of ‘Virtual Account Managers’ at ROI, who are office based but do much of the work conventional field team sales personnel do. This demonstrates an enormous trust in ROI to deliver this new methodology of complex relationship management including discount structures for sales agreements.
Lastly, targeted fleet-focused email marketing was introduced as part of the strategy. The database was segmented and fleet specific email campaigns and microsites were created to drive awareness and growth in specific sectors.
Jacqueline Rowe, Honda Fleet Engagement Manager said, “At the start of 2016, Honda recognised that a complete restructure of our fleet sales approach was needed. Honda and ROI worked in partnership from start to finish, sharing ideas and knowledge to disrupt the common approach to market and innovate a new fleet programme. As a result, customer contact has increased by over 300% and sales have improved by almost 50%.”