Meet the Team: Mark Dale – Putting Customers First
With a career in the motor industry stretching back to 1989, Marc Dale brings a huge amount of experience to the team at Lightcliffe Škoda — but ask Marc what really matters in car sales and his answer is refreshingly simple: the customer comes first.
Marc actually began his career on the technical side, joining a Nissan dealership and completing his technician qualifications before making the move into sales. That grounding gave him an understanding of cars from both sides of the business, while more than a decade with Renault and seven years with Honda helped shape his approach to looking after customers.
Today, Marc believes the salesperson’s role has changed considerably. Customers often arrive at the dealership having already spent hours researching online, comparing specifications and narrowing down their options.
“What they’re looking for when they walk through the showroom doors is something the internet can’t quite provide: reassurance, personal advice and somebody they can trust” said Marc.
Explaining further, Marc explained “there comes a point when customers need to stop looking at pictures and actually sit in the car, experience the space and take it for a drive. That’s where building a genuine relationship becomes so important”
It’s an approach that has already produced some memorable results. Marc recently helped a customer from County Down who had been searching for a very specific Škoda Superb SportLine with the 265PS engine. After speaking with Marc, the customer travelled over from Northern Ireland to buy the car.
For Marc, the reason was simple: they had built a relationship, and he made the whole process as easy as possible. The customer is still enjoying the car today.
Perhaps that explains Marc’s advice to anyone beginning a career in automotive sales:
“Listen — and always ask why.”
And Marc has another reason to feel at home at Lightcliffe — he was already a Škoda customer before joining the team, choosing an Octavia Estate partly because he needed enough room for the family dogs!
Quick Fire with Marc
Tea or coffee? Tea
Early bird or night owl? Early bird
Manual or automatic? Automatic
Petrol or electric? Electric
Country roads or motorway? Country roads
Music or peace and quiet? Music
Favourite food? Chinese
Favourite UK escape? The Lake District
Dream car, money no object? A new Bugatti
Most fun vehicle you’ve owned? Mercedes Vito Sport Van
Favourite sport? Motorsport — although he enjoys watching them all
Perfect Sunday? Relaxing and spending time with family and friends
Who’s the boss among the dogs? Milo — and apparently, he’s the most vocal too!
Marc in three words? Kind. Professional. Funny.