BUSINESS EYE: A lasting impression

Greg Clark MP visits Westcott Venture Park to sign Growth Deal Agreement. Greg Clark MP, left, and Alex Pratt OBE, BTVLEP, signing. PNL-150901-135557009

Greg Clark MP visits Westcott Venture Park to sign Growth Deal Agreement. Greg Clark MP, left, and Alex Pratt OBE, BTVLEP, signing. PNL-150901-135557009

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We all experience others’ business efforts.

I can’t resist critiquing what they do. There is no greater praise than a fellow business gladiator recognising your efforts, realising how making it look easy is by no means easy, and understanding the thought and effort that has gone into the detail. In this vein, I must tell you of my recent experience of helping my teenage son buy his first car.

For all parents of teenagers it’s a bit of a moment, not just because of the fear of letting your young loved one loose with a potentially lethal weapon, nor because the insurance costs are more than the car these days, but because you have little recent experience on which to rely.

It started with web research and talking to friends.

We visited a large dealership hoping to be handheld through the process of exchanging cash for something cool enough for the driver, safe enough for the mother, and cheap enough for the father. We left with my wallet intact. I asked a friend who had recently conquered this challenge, who sang the praises of an outfit in Aston Clinton called Acar2go.

Herein lies the rub.

Creating raving fans, generates word of mouth and separates a great business from the trailing pack.

Everything about the experience built confidence.

There was a no pressure approach. It turns out Bucks Business Award winner Mark Duncan never employs from within the trade because it is hard to iron out bad habits. He employs on endearing qualities like likeability, honesty and integrity.

Every detail was deliberate. The company name was arrived at after brainstorming, imagining that customers would google “a car”.

All prices end £88 because they come up on search engines earlier than bog standard dealers that use £99 at the pricing. A three-month no quibble warranty, a no haggle pricing policy and really looking after you once they have your money all make for a pleasant buying experience which doesn’t feel like you are swimming with hungry sharks. A week after we had taken delivery, we needed a spare key. They came and collected the car, had the key cut, and returned the car charging us only their direct costs.

As a customer I never felt like a pound sign.

Good cars; a fair price; a buying experience that leaves a lasting impression…generates raving fans.