Monday, November 23, 2020

Industry Players - Billy Koh, the MD of PROTON Dealership Lesydear Automobile Sdn Bhd Talks About Conducting Business During the MCO

Hello folks! This is something different again. We have an interview with Mr Billy Koh who is the Managing Director of  Lesydear Automobile Sdn Bhd, a Proton Dealership locatedin Puchong, Selangor. Lesydear is one of the Proton dealers who had embraced the change within PROTON and had taken up the offer to upgrade their existing dealership from a 1S (sales only) outlet to a full fledged 3S (sales, service & spares).


Lesydear's new Proton 3S outlet was launched early 2020 in February. It would have been memorable in a positive sense, but the launch happened right before the country went into the Movement Control Order or MCO, or a lockdown in order to curb the spread of the current coronavirus. It was memorable in another way, and now, here we are again in another CMCO situation. It was tough under MCO, though this time, there are more flexibility in doing business and coupled with the Malaysian government's SST tax removal until the end of the year, the picture seems brighter.

Anyway, we caught up with Billy, who is the MD of Lesydear, where he shared his thoughts as regards to business, challenges and his hopes for the future. Here is the gist of what was brought up. Quite interesting we must add especially the challenges faced during the initial MCO and thereafter. 

This was a period with no real sales remember....a good two months and a bit more must have hit them hard especially when the company had put a large investment into making their 1S centre into a 3S centre. So read on folks....


1. When the country went into lockdown in March, that is like a very short period right after your newly launched 3S outlet in Puchong – what were your thoughts then?

Like all businesses, we were similarly affected. 

We had to be content with overheads and accepted the fact that our operations had to shut down. It didn't seem bright, after just starting our 3S showroom a month before. Our immediate concern was that of the welfare of our staff during the lockdown. We assured them that we would continue to pay them during this lean time. They in turn were appreciative of our commitment to them.

Our second concern was our customers. 

Now it seemed that we would not be able to fulfill our commitment and delivery. They were pleased at our steadfast belief that we would deliver but we had to reschedule. They appreciated our predicament and we were able to reschedule without much ado. 

Thirdly, we had to handle our creditors. 

Fortunately, they too were agreeable to changes we had to make. Our landlord was accommodating and agreed to rental reductions for a three month period. This undoubtedly helped us to pull through.


2. Business re-opened in May for a few months, and with the uncertainty of the pandemic, we are in the midst of CMCO again. How challenging is it running a business during this period?

The CMCO in May was an unwelcome news. But then again we completely understood the critical concern for the health and wealth of the people in our country. Once again we had to do some so-called "alignment". Our challenge - how do we engage with our customers and prop up sales?

With practically limited road shows available for us to venture, we had to find other tools to communicate with PROTON owners and potential buyers. We had to come up with a plan to increase our sales and optimize our service centre capacity. We resorted to digital mode. 

We made full use of our Facebook pages as well as other social media platforms such as TikTok, Instagram, and Google My Business. Our sales team were proactive in contacting their leads who had showed interest to purchase PROTON cars prior to the pandemic. 

We listened to their woes, we empathised and could instantly relate as we were all under the CMCO. We then assured them that we would be able to readjust delivery dates as some had to be thrifty during the period and monies were best used for their welfare. 

We embarked on engaging auto financers for our potential customers so that some "easy financing" was available. It was inevitable that sales figures had to be reforecast post MCO. Numbers were down but we remained optimistic. With the launching of the new Proton X50 recently. we believe that numbers will rise.


3. How have customers responded – is the walk in rate the same? Or slower?

Not the same.

Walk in rate dropped more than 70% with some days even witnessed zero walk in. But there were still enquiries on our digital platforms and through phone calls occasionally. We started online posting and showing to our customer our daily sanitising routine, showing that we are taking care of the hygiene and our showroom are safe to walk in to. We begin getting more leads.


4. So, how is business? In terms of sales? Service?


With the introduction of sales tax exemption, our sales increase rapidly and the feedback from customers are also very positive. And with all this, so does our sales team spirit. 

Now more than ever, we can no longer rely on traditional marketing methods, thus we are going full throttle on digital ways with video content creations as well as up keeping our online presence, led by the marketing team. 

As for after-sales, the flow is continuous – as customers leverage on the opportunity to send in their cars for their interval checks which was previously deferred due to the stricter MCO imposition then.


5. How long have you been a Proton dealer? Over the course of running this business, has this been the most challenging period, or would you say, you have been through worse times?

We have been a Proton dealer since 2013 and indeed, 2020 has been the most difficult brought about by this tremendous effect of Covid19. 

But, as businessmen, we need to persevere and keep working. After all, this pandemic is unprecedented. 

We are also grateful that during this time, the government is finding a balance between health and economic needs i.e we are still allowed to operate our businesses, whilst ensuring that we observe the required SOPs of the new norms in going about our daily businesses.


6. What are the activities that are ongoing in the outlet to keep customers excited and engaged with the brand?

Currently our outlet is business as usual, with strict compliance to SOPs – ie no over- crowding, everyone must wear face mask, wash hands frequently. Also, since the pandemic, we have shifted a lot of our focus to digital platform. We perform, share, and cross post our FB live streaming events, brainstorm more Tik Tok videos and discuss about some ideas to include in short videos or capsules, namely, info sharing on our model lineup features and functions, tips and tricks, and so on.


7. What do you think customers really look for in a car? And what are their considerations when they decide to buy a car?

Personally, I would think that technology is what drive the appetite of customers in their choice of cars. This means a car not only need to be powerful, it also has to be safe when driven. So now, we can see more and more of our customers have safety concerns in their mind when it comes to buying a car. In fact, safety features are among other top selling points that our sales team emphasises to potential buyers.

Needless to say, Proton has established itself as a well-known brand for its reasonable price and worthiness, not to forget affordability. Throughout these years, Malaysians can see our own national cars to sit equally low and stand equally high (within the same variants) with the rest of the other established car marques. Customers are now being smart to think that they don't have to spend more money to get high tech features in imported cars when they can find them available in Proton cars.


8. How good/easy is selling Proton cars now?

There is no denying that, it is getting much easier to sell Proton cars now. The Proton car today is power packed with technology – exactly what customers are looking for. 


9. What is your formula for success? Meaning how do you navigate the team to achieve the sales target?

Determination is vital. Cliché but vital. Despite having strong principles that a person must hold on to, it is equally important to be adaptable and flexible. Recent situation when the world is hit by a global pandemic has taught everyone a valuable lesson. 

History can never put enough emphasis for us to be ready at all times and the importance of having a back-up plan in case of sudden happenings. As the saying goes, change is the only constant.


10. In the midst of everything in life, how do you motivate yourself to live your best?

I wake up each day and be grateful for everything I have. Having gratitude gives me peace in life.

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