School of Business drives performance

The School of Business is working with the Sytner Group on a new training and development programme to enhance their sales performance.

The Sytner Group represents some of the most desirable car manufacturers in over 140 dealerships across the UK including Jaguar Land Rover, Bentley, Mercedez Benz, Audi, BMW, Lexus, Lamborghini, Porsche and Mini. They are one of the UK's largest motor dealer, employing over 7,500 people and retailing over 135,000 cars per annum. The organisation has a growing presence in key European markets such as Germany, Italy and Spain.

With the company Head Office in Leicester, they contacted the School of Business and met James Fitchett, Professor of Marketing and Consumer Research, whose research has been published in the Journal of Consumer Behaviour, Brand Management and Marketing Management.

Through a collaborative partnership starting in 2014, Professor Fitchett designed and developed a workshop session for Sytner, underpinned with theories developed in his research, to facilitate and fuse together new ideas, new knowledge and best practice in customer insight and sales excellence. The workshop formed part of an innovation training programme for sales executives, introducing the latest theories and concepts for understanding consumers. This has supported professionals to deliver value and outstanding customer experience and led to an increase in sales performance and meeting the organisation’s customer expectation levels and create long term customer relationships.