Growth doesn't happen by chance — it is built CHIEF'S LETTER
Nybergs Bil manages to create a service that stands out from the crowd
Interview with Robert Bloom, CEO of Nybergs Bil Ab
Emotions and experiences become Nyberg's strategy against price-based competition.
Nybergs Bil wanted to structure its sales work by creating a clearer common thread and working towards a common level of quality in customer dialogue during the spring. This was to succeed in creating a service that stood out from the crowd.
Mindit nominates the sales management CEO, Robert Bloom, and Sales Managers Milad Mohammadian, Mattias Geller, and Viktor Nyberg at Nybergs Bil as sales manager of the month. The motivation: "Through Nybergs Bil's will and drive, they have created an even stronger customer experience. We are impressed by how the sales management at Nybergs challenges themselves to look at the customer dialogue and their current situation with new eyes in order to constantly improve."
How Nybergs Bil turns challenges into opportunities
"We see that a lot is happening in our industry right now, the digital customer journey is taking hold. A contributing factor is that the product and price are becoming less influenceable for the sellers, but what we can influence instead is making a difference in the customer experience." – Robert
Nybergs Bil AB has been in existence since 1975 and is a privately owned car company in the second generation. They are authorized dealers and have original service for Volvo, Mazda, Renault and Dacia passenger cars as well as Renault, LEVC and Maxus vans.
Despite challenges in the passenger car industry, where new car sales to private individuals have decreased, Nybergs sees opportunities to develop its existing customer base and invest in used cars.
By understanding that they cannot compete on price alone, they realize that emotions and experiences become their greatest competitive advantage.
"Relatively good, thanks to the overall business. Car sales to private individuals are extremely limited today, which gives us the opportunity to work on the existing customer base. The future is bright and the company is strong and successful with several ongoing development projects. Times are tough in the car industry right now, and therefore a different level of proactivity and drive is required, especially towards private customers. Something that the work together with Mindit has paved the way for." – Robert
The future of automotive experience is taking shape here and now – the strategy lies in being locally strong
Nyberg's goals and vision go hand in hand. The main aim is to offer a world-class customer experience, have continuous growth and be strong locally.
Today, customers spend a large part of their purchasing journey at home, and may believe they have made the right choice there. This makes sales to needs even more important – the salesperson's job is to identify needs and help the customer find the right one.
At Nybergs you will be offered world-class service, and with the help of Mindit they have found the pieces of the puzzle to get there.
“More and more car suppliers are moving towards agency agreements with their dealers. At Nybergs Bil we want to strengthen our customer relationship – through, for example, service agreements and other subscription forms, and build relationships over time. The time is now – this is when we can make a difference.” – Robert
Insightful collaboration: Mindit highlights Nyberg's potential in customer service and sales
To realize their vision, Nybergs realized they needed to reevaluate their way of managing customer relationships.
After the development effort, they have gained new perspectives and a clearer structure to work with.
Developing customer relationships and meeting customers in sales is something they are now actively working on in their sales meetings.
“We have received confirmation that what we thought was actually right. Henrik, our trainer, is a fantastic coach and has highlighted things that are actually obvious but may have been forgotten. He has given us good reminders and many new insights. We have learned to be more present and attentive to the customer's needs, which has helped create a better experience.” – Robert
The challenge is accepted – Nybergs knows what it takes to successfully achieve their goals
Nybergs recognizes the importance of being proactive and constantly developing its working methods – something that is becoming increasingly important in a digitally changing world.
Salespeople need security in their role to be able to build strong customer relationships, which requires the right tools and the ability to do a good needs analysis.
“My feeling today is that it shouldn’t just be about pressing the button to make a purchase – you also want a good feeling and trust. A few years ago we started to realize that we had to work more customer-centrically and that relationships are always important. At Nybergs, we create a customer advantage and a customer experience. We have everything in our customer portfolio and by treating the customer as they deserve, we work towards our goal of helping the customer buy the right car according to their unique needs.” – Robert
The destination for a unique car buying experience - today's advisors in the automotive industry can be found at Nybergs Bil
Through a clearer sales standard and the fact that the salespeople are more involved in the planning, it has created increased commitment in the team.
"It feels good. There is now greater ownership among the salespeople to have a plan for their sales work for the day and week. We have set a sales culture – Nybergs Standard. It should be an experience to visit Nybergs that makes it worth the detour to do your car shopping there." – Robert
Robert's advice to others in leadership roles
– Find out where the company stands in terms of development: Are we keeping up with the change or is it just talk? Do a good job of monitoring the world around you and take action.
– Do a current situation analysis: That's when we can find the gaps and start working on what we can actually influence.
“With respect and humility – that we are also on our way. Transform while you present. We are in the eye of the needle – this is what is happening!” – Robert