Customer first a winning strategy for Beechwood

Beechwood Mazda is a family-run retailer based in Derby. It was founded more than half a century ago, by Chairman Mike Wood. Today, his sons Robert and John run the business – with consistent success, after finishing in the top 10 Mazda Dealer League rankings for the past few years.

“No other retailer has finished number one as many times monthly as we have,” said Managing Director Rob. “But last year, we felt as a business we needed to step up again.” Those efforts have now been rewarded with Beechwood being named Mazda Dealer of the Year 2022, an award that is based on overall performance, customer loyalty and customer satisfaction. 

So how does a retailer already operating at an extremely high level take the next step to achieve such success? Simply, by being clinical, explained Rob. “Those small items that sometimes get overlooked are no longer ignored; everyone works hard to treat every customer that comes through the door as a guest in our own homes. We want them to leave feeling the experience they had is better than they expected, be it purchasing a £1 part or a £30,000 car.”

The ethic from the directors and management team is that the customer always comes first. “Every member of staff is empowered to believe that the business is their business. They look at the dealership both through the eyes of the customer and me as a business owner. If they see anything wouldn’t be acceptable for either of us, they sort the issue, rather than leaving it to someone else.”

Beechwood grows

Indeed, instead of contracting in recent years, Beechwood has actually increased its staff size, to give what Rob calls the “ultimate Beechwood service”. This is even helping with the unprecedented semiconductor situation, by enabling the business to “constantly update customers with any news that we have, and working to keep every individual happy and limiting any inconvenience.

“Without doubt, this is the most challenging time in the motor trade that I’ve experienced in my lifetime. But this can be overcome by excelling at what we are able to offer. We have become far more professional in our used car operation, and having more staff in the front of the house ensures all customers are quickly booked in for service work when they are due.

“It’s not something we can control with supply issues, but we strive to be the best in the areas that we can control.”

Beechwood now has a team of 35, with an average service length of 12 years. Some of the team have been with the business since it evolved into its current form in 1986. It has held the Mazda franchise in the Derby area since 2013.

Doing online differently

Online, says Rob, is an area where Beechwood is different to many other retailers. “During the Covid pandemic, there was a huge clamour to embrace online options, which we of course moved with.

“However, we still feel that the enthusiasm and service we give when customers come into the dealership cannot be replicated by a more sterile online purchase. We actively encourage customers to visit us – and if they can’t, we offer to take vehicles to their homes of place or work, so they can touch, feel and experience the buzz you get when purchasing a new car.

“We will always use the physical sales process wherever possible, as we think this is the one place in the car retail market that will always be the best option for both customer and retailer.”

This is why Beechwood will not be resting on its laurels, despite scooping the top dealer award from the brand’s 122-site UK network. “We are determined to ensure our standards are not only maintained, but increased, to ensure our customers remain happy with the service we provide.

“We also want Mazda UK to continue to be proud of Beechwood, so will be constantly evolving our systems, our work ethic – and our desire to remain as the number 1 Mazda dealer in the UK.”

Rob insists there’s no secret to Beechwood’s success. “We simply always put the customer first. My advice for other retailers is to ensure they always follow up customers to ensure they are happy, and ensure that directors personally deal with any issues customers may have, to prove that you take their concerns seriously.

“For your team, it’s good to offer a plan for the future of the business, one that’s shared with every member of staff, so everyone knows what your plans are for the future. Be sure to also praise your staff when they have excelled, ensure that all managers are fully empowered to run their own departments, and be sure to always show empathy to customers and staff at all times.”

EVs… and sports cars

Rob says Beechwood is ahead of the game when it comes to retailing and supporting electric cars. “We already have the facility to charge seven vehicles at any one time, including DC charge for faster speeds. We are fully embracing EVs, and feel it is only coming at an ever-faster pace due to the current global issues around oil and fuel.

“The development of new EVs is incredibly exciting and, as a business, we are looking forward to future developments in the sector.”

But Beechwood isn’t solely focusing on electric cars – as a longstanding Mazda retailer, it remains very loyal to the firm’s MX-5 sports car. “In the past, we have been one of Mazda UK’s biggest sellers of MX-5s as a proportion of our new car sales, due to the team really loving the car.

“It is always easier to sell any product that you truly believe in as great value and fun to drive. We certainly need the Mazda MX-5 in our future business plan.”

ABOUT THE COMPANY

• Location: Siddals Road, Derby
• Established in: May 1986
• Staff numbers: 35
• New cars sold in 2021: 203 (261 in pre-Covid 2019)
• Used cars sold in 2021: 339
• Turnover: £12m