There is no doubt that the industry has changed in recent years and by all accounts this new way of doing business is going to continue for a long time. So, it is a case of adapt to survive and thrive.
This is the according to Burrie Smit, owner of Yellowstone Auto and winner of the Absa Golden Partner Award for Non-Franchise dealers in the large category.
Burrie and his Yellowstone dealership with three branches are no newcomers to winning awards.
“We have won this accolade three times before, although in different class-size categories. The performance of all three our branches – Randfontein, Rustenburg and Randburg – is taken into account,” he tells Dealerfloor.
“We are proud of this, and it showcases dealerships that perform well on all levels to achieve this prestigious feat. We have an excellent relationship with Absa, and an award like this also indicates to prospective customers that we are serious about business and service.
“Getting good, pre-owned stock today remains a challenge for all the, by now, obvious reasons, and in our trade, you have to make sure what you buy. We have three branches, which help tremendously in the variety of stock we have. Furthermore, I have established a good network consisting of other friends in the motor industry and dealerships that we can count on when we’re looking for stock or a specific model.
“It is also of the utmost importance when you advertise a vehicle and have more than one enquiry to treat everyone interested as a customer. The rest of the people who enquired and did not get the opportunity to buy that car, are all potential customers. We go out of our way to retain them and find a vehicle for them,” Burrie tells us.
He says although certain models or body styles might be more popular, he believes in variety across the spectrum as customers are broad based when looking for a good, clean used vehicle.
Burrie told us that when the opportunity presented itself, he left the mining industry for the motor trade. In 1995, he bought premises and built a complex in which the first Yellowstone car dealership was housed. Later on, he expanded the business with branches in Randburg and Rustenburg.
Today he has three Dealer Principals, looking after each branch while he moves between the three Yellowstone dealerships. “Good, reliable staff are our secret to success, especially if you cannot be everywhere at once. Providing a good customer service is important to us as it ensures business growth with repeat business and establishing a solid reputation in the industry,” according to Burrie.
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