Developing customer insight and sales excellence for Sytner UK

Case study: BMW Sytner

Professor James Fitchett from the University of Leicester School of Business presents the ‘Best Advice’ programme developed in partnership with Sytner BMW.

Professor James Fitchett and Dr Andrea Davies from the School of Business' Marketing Division are working on an on-going collaborative partnership with The Sytner Group, representing 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 the UK's largest motor dealer by revenue, employing over 7,500 people and retailing over 135,000 cars per annum.

  • Sales IGNITION and Sales PATHWAYS: An innovative training programme (over 2 years, and ongoing) for sales executives introducing the latest theories and concepts for understanding consumers
  • After Sales: Best Advice and for BMW and MINI: A series of 12 innovative seminars on customer value, service quality and service innovation
  • After Sales: Best Practice for Jaguar Land Rover: A series of six sessions on service innovation and customer service (ongoing)
  • From Cost Justification to Benefit Articulation: Collaborative Research Partnership with SYTNER Coventry (funded by Sytner)

"James has been a massive success with our Senior Management and Sales Executives. He is crucial to the start of our Sales Ignition, two-day workshops. His sessions challenge the thinking and open the minds of our teams in a way that only he can, using knowledge, data and questioning."

Sue Sansome, Head of Learning and Development