Guest Motors Group says that its decision not to display any vehicles on its stand at the Commercial Vehicle Show this year has worked well for the company.
Over the course of the three-day CV Show at Birmingham’s NEC, more than 500 trade visitors engaged with the Guest team, talking about the company’s Vehicle Lining Services brand, the all-makes Partscomm parts service and Sentinel, its any make fleet management service. Managing director at the IVECO and Fiat Professional dealer group Robert Spittle said: “Van and truck dealers very rarely sell any products at a show – they want to have conversations with customers and prospects to follow up.
“Usually, conversations begin by focussing on the shiny, impressive vehicles on the stand, but as a group, we have much more to talk about. It’s difficult to choose any one tangible thing to display that represents any of our other businesses.
“Sentinel fleet management is all about people, process and skills, Vehicle Lining Services is about very specific, individual specifications to transform vehicles and Partscomm is about spare parts for many different makes and associated consumable service parts. We chose to have people talking about those things to prospects and customers who were interested, rather than trying to make people interested by showing them items or images.
“It’s still too early to have sold anything after the show, our sales team have filled their calendars with appointments in the coming weeks, so we feel it’s a strategy that has worked.” Spittle says every year the dealer gets asked by suppliers and associates to provide vehicles to enhance their own exhibits, which it hasn’t always been able to do because it has displayed the vehicles on its own stand.
However this year garage equipment specialist Bradmac used a Guest IVECO Stralis to demonstrate its independent service lifting posts, hoisting the truck into the air for visitors to walk beneath.