The family-run Suzuki car dealership has been open in Tunbridge Wells for 26 years. When they expanded the business and took on a newly built showroom in the North Farm industrial estate, it was deemed too large for cars alone. Therefore it was somewhat of a happy accident that after some wrangling with Suzuki's hierarchy it now deals in cars and bikes; the first Suzuki dealership of its kind in the country.
The showroom is clean, light and spacious. The cars are displayed on the left and the bikes occupy the right and are laid out in such a way as to make it easy to wander freely around the machines. Towards the back of the showroom is a small but well-stocked clothing department with all the major styles of bike gear represented. The ladies clothing does seem to be predominantly in pink but I am later assured that any colour can be ordered from the catalogue.
Heath Mummery is the principal bike salesman and once introduced, I sit down for a chat and to find out more about the company.
How many staff are there in the company?
Dean and I are the salesmen; there are 2 in the service reception and 5 in the workshop;
How long have you been in bike sales?
Since the dealership moved to the new premises in January 2007.
How many bikes do you have available for test rides?
We have all the main models available.
Do you recommend any particular training schemes?
We house the Tunbridge Wells branch of a well established training school so I would refer training questions to them. If a customer is coming back to biking after a long lay-off, I would definitely recommend they talk to the guys at BikeSmart.
Do you provide deals for new riders?
Absolutely. We include the bike, kit and accessories in a complete on the road finance deal.
Do you find most customers know exactly what they want?
If a customer walks in and says “I want to buy a GSXR750”, they've generally done their research. If they're not sure, I'll make them aware of all the options available for the use they'll be giving the bike.
Do you provide incentives to new riders and to ensure repeat custom?
I think the main thing that brings people back though is the atmosphere here. Being a family run company, it is very friendly and we talk to customers as we would want to be spoken to ourselves. What sets Tunbridge Wells Suzuki apart from other dealers? Customer Service. The customer has to come first.
Tunbridge Wells Suzuki is genuinely different from any motorcycle dealership I've been to before. I like its showroom feel, this is not a social club or a coffee shop or a meeting place, it is clearly a business where you come to look around and probably buy something you need. A female friend of mine has since bought a bike from Heath and loved the feeling of getting his undivided attention. In his friendly and intelligent manner, he explained everything clearly and without a hint of condescension which is also a common fault in the bike industry when talking to women.
Real customer service cannot be bought, a business either provides that quality of service and attention to detail naturally or it doesn't. When Heath says that what sets Tunbridge Wells Suzuki apart is its customer service, I believe him 100%.
I want to go faster, I want to go faster..
