Paul Valentine says he doesn’t give charities his money and time earned by means of his Calgary dealerships as a approach to discover new clients. But in what he describes as “karma,” that’s precisely what occurs.
Valentine, supplier principal of Valentine Volvo, Volvo Vehicles Royal Oak and Jaguar-Land Rover Royal Oak, mentioned he has met plenty of executives who sit with him on the boards of Calgary charities. And people connections usually result in gross sales.
“I don’t purchase a automotive from you since you promote Volvos,” one govt advised Valentine. “I purchase a automotive from you since you’re working to make Calgary a greater place.”
Valentine is the third-generation proprietor of Valentine Volvo, based in 1967 by Bert, his grandfather. Valentine mentioned he discovered the worth of philanthropy from his father, Ted.
“My dad simply used the dealership as an agent for good,” Paul Valentine mentioned. “That rubbed off on me.”
Valentine Auto Group contributes 10 per cent of its annual earnings to charities that serve Calgarians in disaster. They embrace the Calgary Girls’s Emergency Shelter; CUPS, which helps folks affected by poverty and trauma; the Mustard Seed, a Christian-based charity serving to homeless folks; Feed the Hungry; Calgary Drop-In Centre; and Inn from the Chilly.
The contributions have led to quite a few honours for Valentine, together with profitable Volvo’s President’s Award 14 occasions over the previous 15 years and being named the 2022 Alberta Supplier of Excellence (Metro) by the Motor Sellers’ Affiliation of Alberta (MDA). His father obtained the identical award in 1984. This 12 months, Valentine mentioned, the group is on observe to promote about 800 new and 400 used automobiles, its largest 12 months ever.
GOOD FOR THE SOUL, AND SALES
“I assume it’s known as karma,” Valentine mentioned. However he emphasised that he’s motivated by a want to assist his neighborhood and by his Catholic religion.
“I imagine that the true measure of success is leaving the world higher than you discovered it. Our enterprise is a device to enhance the lives of everybody round us. … That’s why we’re in enterprise.”
Supporting charities and minor sports activities “pays off in the long term,” he mentioned. “It’s a win-win. It makes you’re feeling good, and it’s led to extra gross sales.”
Volvo’s annual excellence awards acknowledge sellers who’re leaders and position fashions in propelling the model’s development and enhancing the shopper expertise, mentioned Mark McDade, director of retailer growth for Volvo Automotive Canada.
“Valentine Volvo’s success might be traced again to its lengthy historical past as a household enterprise that focuses on customer support and satisfaction,” McDade mentioned. “Valentine Volvo has made neighborhood giving a necessary a part of its enterprise.”
‘THEY DON’T WANT TO BRAG’
Though many dealerships in Canada contribute to charities and help neighborhood sports activities organizations, the Canadian Car Sellers Affiliation (CADA) doesn’t hold statistics on complete contributions. As well as, sellers are sometimes silent in regards to the work they do, mentioned Jeff Glackin, chief of gross sales for the Supplier Authority advertising company close to Dayton, Ohio.
“Sellers are a few of the most beneficiant folks on the planet, however they don’t need to brag about it,” Glackin mentioned. “If they’ll present they’re not simply attempting to jam a automotive into someone’s storage, that’s good for his or her picture.”
Valentine was not in search of monetary achieve. However his generosity has delivered the identical enterprise advantages as a advertising strategy advocated by Supplier Authority, which advises sellers to think about “trigger advertising” — primarily boosting their model by aligning with social causes. It outlines three enterprise advantages from giving again to the neighborhood:
Elevated dealership loyalty:
Research present that when a enterprise improves a buyer’s life, that buyer will possible turn into an advocate for the enterprise.
Earn new clients:
When given a alternative between two dealerships, clients usually tend to help the one which advantages their neighborhood.
Promote extra vehicles:
When executed correctly, trigger advertising can enhance gross sales. Clients usually tend to buy from a dealership, even when it doesn’t essentially imply getting the most effective worth.
EXAMPLES OF EXCELLENCE
Valentine shares the MDA 2022 Supplier of Excellence honour with Todd Ducharme, basic supervisor of Westlock Motors in Westlock, Alta., who received within the nonmetro class.
The affiliation bases its award on enterprise acumen, neighborhood involvement, and affiliation and business involvement.
Valentine’s business contributions embrace 18 years as chair of the Volvo Canada Retailer Advisory Board and stints as president of the Calgary Motor Sellers Affiliation and Calgary Worldwide Auto and Truck Present. He has additionally been a member of the MDA board of administrators.
“It’s this peer recognition, from those that would usually be thought-about opponents, that makes this award so significant,” mentioned MDA President Gerald Wooden in a press release.