SERVICE MUST FOLLOW LES TO ENSURE SUCCESS
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SUCCESSFULLY to operate a business in the marketing of new commercial vehicles is by no means as easy as it might appear to be at first thought. To commence with, it is advisable that it be divorced from the private-car side of sales. We. do not suggest that it is impossible, or even difficult, for one company to interest itself in both markets (the success of large and small organizations adopting this principle having been such that this point is proved), but they must certainly be treated as completely separate departments.
A good salesman of cars may make a very poor success of commercial vehicles, and, of course, the converse holds good, although in the latter case uot, perhaps, to the same extent.
The potential buyer of a business vehicle requires the attention of a man who can tell him how it will improve his transport facilities and reduce his operating costs. It may be necessary B14 for the salesman to give advice on the actual size of vehicle suitable for a certain job, whilst particular attention must be paid to seasonal requirements (a point to which we shall refer later), but the mere fact of selling a vehicle —satisfactory although this may be— is not sufficient if the future custom of the buyer is to be retained. Sales and service must go together. The buyer must feel that from the moment he takes over his purchase he will receive the unfailing attention of the " follow-up" and servicing departments. He must be given the impression that he is "one of the family," and not only be proud of his single vehicle or fleet of vehicles, but be in a position to tell other owners of the excellent attention which he obtains.
It is on such points as these that the success of Stewart and Ardern, Ltd., the sole London distributor of MorrisCommercial Vehicles, Morris House, The Vale, Acton, London, W.3, and Regional Depots, has been founded. This huge concern, which has handled Morris-Commercial vehicles since their inception in 1924, is to-day, the largest distributing organization dealing in one make of business motors.
In view of the great success of this company it will undoubtedly be of interest to give a few details as to how its business of selling is conducted. Usually the commercial-vehicle buyer falls into one of two categories—first, the operator who is in doubt as to his precise requirements, and, secondly the user who knows just what is required to carry his goods in the most economical manner. Stewart and Arderit, Ltd., has made a careful study of the needs of every trade, and is in an exceptionally good position to help the former.
When an inquiry is received, an analysis is made of the duties the vehicle is to perform, and a chassis is selected from the Morris-Commercial range as being suitable for the job. The next consideration is the best type of bodys%ork to afford, not only accommiJdation for the goods, but also attractive appearance to give the maximum publicity value.. if a standard body be not suitable, drawings and specifiations of a " special " are then prepared and suggestions for painting and writing in distinctive " Mobilicity " design submitted to the customer.
At this stage, such important details as part-exchange and hire-purchase terms irt, discussed, so that a firm quotation in full can be given.
The order having been secured, the progress department takes a hand, and its duties are to interpret the most exacting iequirernents of the customer and ensure that they are carried out to the letter. 'Mese include registration, insurance, Road and Rail Traffic Act licences, etc.. On completion of these formalities, the vehicle is inspected by the progress manager and delivered to its owner.
Many customers fall into the second category, and, knowing their requirements, these are kept posted with all the latest sales information, so that they can make their choice without delay.
It will be appreciated that the huge volume of business continually flowing through this organization, a large sales force is necessary, together with a comprehensive fleet of demonstration vehicles, many of which are operating daily under load.
A selective range of new MorrisCommercial vehicles is held ready for immediate delivery, not only at Acton, but also at the Regional Depots.
Immediately a new vehicle is delivered to its owner, full details are given to the Stewart and Ardern service department, which at once offers its facilities.
The service technical department deals with queries and claims' under guarantee, and arranges for calls to be made by service representatives. Apart from this, every purchaser of a commercial vehicle, immediately following its delivery, receives a letter from the Service Manager emphasizing the importance of returning the vehicle periodically to a Stewart and Ardern depot for a thorough examination, and informing him that the company Will be pleased to carry out, free of charge, adjustments and maintenance work, enumerated in a specified schedule, after the first 500 miles have been covered. Enclosed with this letter are three business-reply forms covering the free service referred to, and other schedules for 5,000 miles and 10,000 miles respectively, for which service is given at particularly reasonable rates.
Some Special S. and A. Facilities.
The scheme is not intended entirely to obviate the need for the periodic maintenance referred to in the maker's manual supplied with each vehicle, but rather to supplement this and give the benefit of expert advice at regular intervals, especially during the early life of the vehicle. The department is always prepared to give free advice and useful hints, no matter being too trivial or too involved for attention.
A small service appreciated by drivers is the issue of Morris-Commercial badges, whilst they are encouraged to join the Morris-Commercial Drivers' Association, which includes an insurance scheme. Another excellent feature of Stewart and Ardern service, which is very popular, is its long-established school of motoring, which has trained over 20,000 pupils, including many members of H.M. Forces, Metropolitan Police, etc. The instruction is comprehensive, including 11 free lectures of one hour each, tuition being assisted by explanations concerning part-sectioned components, whilst driving instruction is available.
• The upkeep of an adequate stock of spare parts and other stores is, of course, most important. The value of that kept at Acton, exclusive to commercial vehicles, runs into many thousands of pounds. Each depot, in addition, maintains its own stock for general regional consumption, this being augmented twice daily from the main Acton stores. To ensure adequate control of the movement of such enormous stocks, the most modern equipment is essential and has been installed. The importance of careful indexing cannot be exaggerated, considering that there are over 20,000 bins at Acton alone. To trace any part to its bin is the work of a few moments, this being achieved by the use of an index system, the vertically hinged panels of which carry slips describing every part and giving its number, together with the bin number, price, and other essential information.
For the convenience of operators there is kept in stock a number of units, reconditioned by the .manufacturer. These include engines, gearboxes and back axles, all of which carry a six months' guarantee.
"S. & A." service never stops! A facility which is greatly valued by operators provides for maintenance and the supply of spare parts during the night and week-end.
Not content with these excellent facilities, the company operates a fleet of vehicles which can be hired at moderate charges to operators who send their vehicles in for repair. The fleet includes vehicles of capacities ranging from 10 cwt. to 5 tons.
Free Inspection and Report.
In collaboration with Morris Commercial Cars, Ltd., Stewart and Ardern arranges "Utility Weeks," when operators' vehicles are inspected by the manufacturer's engineers and reported upon, free of charge. During the " Utility Weeks," qualified factory officials attend a "technical evening," and lecture to operators' staffs.
A valuable link with Stewart and Ardern, Ltd., is its associated company, The Cunard Commercial Body Building Co., founded in 1912, and for many years renowned for all types of commercial bodywork. This concern occupies an up-to-date and -wellequipped factory at Abbeydale Road, Wembley, London.