How Jaguar Land Rover Increased Its Sales in Poland by 153% in One Year

The Goal

The goal of Jaguar Land Rover (JLR) in Poland was to increase sales by enhancing customer satisfaction. Emphasis was placed on a practical approach.

Specific Objectives

Improve sales managers' skills in supervising their sales representatives.

Strengthen sales representatives’ ability to relate to customers.

The Approach:
Management by Individuality

The Reiss Motivation Profile® (RMP), a standardized test that assesses an individual’s basic desires, was administered to all members of each sales team throughout the entire JLR dealer network in Poland. This allowed the sales managers to individualize the way they approached their sales representatives based on an understanding of each representative’s unique needs and values. Using the RMP results, the managers learned how to inspire their employees by setting goals that were meaningful to each individual. The managers also learned how their own values can create blind spots that lead to misunderstandings and conflict.

The "on the job" training activities were specific and actionable, consisting mostly of practical exercises that were individually tailored for each team.

Workshops were organized for all levels of management, including dealership owners and managing directors, to ensure commitment to the new approach of "management by individuality."

The Results (from 2017-2018)

Customer satisfaction, as measured by mystery shopper surveys, increased by 15%.
As measured by first registrations of premium brands, Jaguar's sales increased by 153%, while Land Rover’s sales increased by almost 70%.
JLR significantly outperformed the entire market, thus becoming the clear leader in premium brands.

Source: PremiumMoto

Conclusions

Several factors can influence yearly fluctuations in car sales including, for example, the introduction of new models and the offer of incentives. Nevertheless, considerable evidence exists that the RMP program played an important role in helping JLR outperform other premium car brands in Poland during 2017 – 2018.

Compared to a 153% increase in Poland, sales of Jaguar showed an average increase of 23% in all European Union (EU) countries.
Compared to a 70% increase in Poland, sales of Land Rover declined by an average of 10.5% in all EU countries.
In recognition of the benefits of the RMP program, top management decided not only to continue the program of management by individuality, but also to expand it within the organization.

Employee Feedback about the RMP

"The RMP helped me to know the needs and personality of each representative. Now I know how to work with everyone, set goals, and communicate." -Sales Manager

"The RMP program made it easier for me to motivate. I learned about the development potential and strengths of the traders. Today I see a reflection in sales and confidence." -Sales Director

"[Reading the RMP] I can better recognize the needs of salespeople and know what factors inform their motivation." -Sales Director

Ewa Jochheim and Katarzyna Janas represent the Reiss Motivation Profile® in Poland. Click here to view more about their highly successful program using the RMP with Jaguar Land Rover.

About RMP Poland: http://www.reissprofile.pl