When the automobile market was down, Balaji Cars Pvt. Ltd. made significant changes in its strategies to make Tata Nano a success.
R Vijay Raghavan, Group General Manager (GGM), Balaji Cars Ltd. stated- “When Nano hit a bump in sales, the change in marketing strategy turned the tide in our favour. We went about changing the perception in customer's mind that the Nano is not in competition with two wheelers but stands on its own in the four wheeler segment. It is not a cheap car but an economical car with guaranteed quality assurance. We cashed in on Nano's strength that is its mileage and manoeuvrability. Thus we facilitated the dream child of Ratan Tata to recapture the market. Currently, we are number one in Nano sales in Mumbai and will consolidate our position in future.”
Starting as a minuscule Tata Auto Service Station in 1996, the company currently, is an authorised dealer of Tata, Ford and Force One. The company at present has many dealerships across the country.
When asked of the formula to his success, Raghavan, said, “We don't sell cars; We sell service. We ensure that journey of customers from buying to after sales service is as smooth as possible. A satisfied customer brings in an average of nine customers and a disgruntled one takes away 15 through word of mouth publicity.”
Raghavan further added, “Additionally we give incentives to our customers as well as for our sales force for leads that generates sales. We hire professionals and give equal emphasis on hiring women. Our staff undergoes frequent training to be in touch with ground realities.”
According to him, automobile industry does not always have the best brain. So training on regular basis is required to eliminate the difference. Raghavan is planning ahead to start his own training facility to develop professionals to serve the automobile retail industry.
Raghavan believes that a huge chunk of his success is the result of face to face interaction with the housing society and customer engagements.
All the events held by the company are publicised at the door step of the residents. It is during such events that the customers get first hand experience and feel of the car they desire and wish to purchase.
Raghavan stated that the core concern of the company has always been the service instead of sales. He said “Rather than have walk-in enquiries, we will give walk-in services. We can only facilitate the customer's choice.”
Looking at the horizon and gaining strength from their recent success in retail, Balaji Cars Pvt. Ltd. is planning to enter into bulk sales aiming at corporate sector. After achieving the milestone in Mumbai, they are now aspiring to be the leader in the sales of Tata Nano across the country. Maintaining their custom of excellence, they will keep on expanding their base.
