Using customised conference trucks and multimedia presentation techniques, ‘Class Leaders on the Road’ was designed to bring about a significant mindset change in dealership management and staff. It opened with a glossy, ‘company propaganda’ film presentation that was immediately challenged during a brutally honest ‘telling it like it is’ intervention by a dealership technician (one of our Actor Consultants) planted in the audience.
Customers were then observed – in their bedroom –heatedly discussing a new car purchase. A true-to-life ‘warts and all’ visit to a re-created showroom followed.
All the action was interspersed with live interviews with Mercedes-Benz and dealership executives – and, of course, plenty of audience participation. Plans and improvements were presented and discussed. Audience views were listened to and acted upon.
These events reconnected with those attending, tapping into their fierce brand loyalty and winning support for the next part of the strategy, ‘Best In Class’ training events delivered by us to over 3,000 customer facing managers and staff throughout the UK. They were followed by specially adapted events for head office personnel and the development of ‘Class Leaders at Your Place’ short session training kits for delivery on-site by dealership managers.
As a result of the success of ‘Class Leaders on the Road’ and ‘Best in Class’, the strategy was extended to the Mercedes-Benz commercial vehicle network with the roll-out of ‘In the Spotlight’ roadshows and management training events. Specially adapted ‘Best in Class’ events have also been staged for dealership personnel from across Europe at the headquarters of parent company Daimler AG in Stuttgart.