Holdcroft case study

Who are Holdcroft?

The Holdcroft Group are one of the UKs largest motor retail groups with multiple new and used car dealerships across Staffordshire and the northwest of England.

Terry Holdcroft started his family business in Stoke-on-Trent in 1966 with an emphasis on customer satisfaction and outstanding value for money.

A morning, afternoon and evening telemarketing campaign resulted in 375 test-drives and numerous new and used car sales.

Holdcroft and Confero

Holdcroft needed an outbound campaign to achieve increases in new and used car sales and chose Confero due to their expertise in the automotive sector as well as their industry standing in the call and contact centre market.

The outbound campaign was centred around Holdcroft’s own database of prospects in and around the Stoke-on-Trent area, targeting existing customers with cars more than two years old; MOT and service customers; previous customers as well as drivers of cars in similar classes, known in the industry as ‘conquest’ customers, all within profiled postcodes.

The Confero Solution

Confero’s specialist automotive telemarketing agents led with a series of offers to persuade customers to make appointments to come into the showrooms to take test drives, including discounts, attractive finance packages and part-exchange deals.

Outbound calls were made in the mornings, afternoons, evenings and weekends to achieve the highest contact rates and as bookings were made, clients received text messages detailing their appointments – time, date, contact name and number of the sales staff – and the Sales Managers at each dealership were informed of the bookings by email.

Results

Confero’s agents successfully booked a total of 375 test-drives across the entire Holdcroft range of car marques, including Honda, Mitsubishi, Renault, Mazda and Saab. The client was very pleased with the results which produced numerous new and used car sales.