The story behind Long Eaton Motor Factors’ success
Welcome to Long Eaton Motor Factors, where expertise meets passion and customer satisfaction. In this exclusive Q&A with Sakandar Johal, its branch manager, we delve into the inner workings of the motor factor, uncovering its history, values, and strategies that have fuelled its growth and success.
Q. Tell us about Long Eaton Motor Factors’ history?
A. “Long Eaton Motor Factors (LEMF) has been operating since August 2019, serving local garages, car dealers and retail customers in Long Eaton, Nottingham. The owner saw an opportunity and went for it. We are located in an industrial estate with at least 10 busy garages within 100 metres. They were receiving deliveries from various factors and, in most cases, waiting at least an hour or two for parts, so the theory was, if we can get 50% of the business from these 10 garages we would breakeven, so it was a bit of a no brainer.
“It was a standing start – a blank canvas – and we had to experiment with our pricing and product portfolio, so when I took over, I added my experience and local knowledge to the table.
“Gradually, the business has grown over the years, becoming a significant player in the local market and supplying increasing numbers of customers, both retail and trade. We carry a broad stock profile, which has also developed over the years, and having started with just one van, we now have four vans out on the road.”
Q. What about your story?
A. “I’ve been with Long Eaton Motor Factors for just over three years, bringing with me a background of over 20 years in the motor factor industry. Prior to joining Long Eaton, I worked in a family-owned motor factor business, not too far away, that operated for several decades before closing its doors in 2021.
“When I parted ways with my old company, I was selective about where I wanted to go next. I am used to a family-run independent factor – it suits my style. I like to sell quality parts at the right price, and go the extra mile when required, so when I saw the opportunity to join LEMF, it ticked all my boxes. I originally joined as a part advisor, but my passion and dedication was quickly recognised, and I was put forward as branch manager when the position became available shortly into my tenure.”
Q. What makes Long Eaton Motor Factors stand out? What does Long Eaton Motor Factors do well?
A. “LEMF stands out for its competitive pricing, quality parts, and excellent customer service. We pride ourselves on offering OE brands alongside alternative options for customers seeking quality at a lower price point. Additionally, our fast delivery service and technical assistance make us an attractive proposition. With our wide range of stock and four vans, our customers will usually get their part within 20 minutes of ordering.
“We are fortunate in the fact that all our customers are local; we rarely travel more than two miles. We are lucky that there are so many garages within the two-mile radius that we have been kept extremely busy by just focussing on this locality, and our customers respect that.
“Knowing they will get the correct part, every time, customers are confident when they use us. We also have some additional services that bring in extra business, such as air con re-gassing and a spare key service.”
Q. Tell us about the range of products and services offered.
A. “We offer a wide range of automotive products and services, including car parts, paints, fillers, gloves, and more. Our services extend beyond just supplying parts; we also provide technical assistance, air conditioning re-gassing, fit and supply number plates, wipers, bulbs, and key cutting and programming.”
Q. What are some common challenges faced by motor factor businesses in today’s market, and how does Long Eaton Motor Factors address them?
A. “One common challenge is staying up-to-date with new part numbers and technologies, especially with the rise of EVs and ADAS systems. LEMF addresses this by maintaining open communication with suppliers and actively researching and stocking new products as demand arises.
“We regularly visit exhibitions and try to involve ourselves with various specialist associations. Over the last couple of years, we have seen some supply chain issues, but being fully independent, we have the ability to go outside of our usual channels very easily, which helps adapt to market fluctuations.”
Q. Does Long Eaton Motor Factors have plans for growth or expansion?
A. “Yes, we have ambitious plans for growth and expansion. We aim to attract new customers, increase our workforce, and potentially open an additional branch in a different area to better serve our growing customer base.
“An important factor in our growth plans is to upskill our existing workforce to better serve our customers and stay on point with new trends. Our next phase is to expand the radius of our territory, as we are getting recognised for our high service levels.”
Q. Finally, could you share any success stories or memorable experiences that highlight the strengths and values of Long Eaton Motor Factors?
A. “One of our greatest successes is the loyalty and satisfaction of our customers. We take pride in receiving positive feedback and seeing our customer base grow through word-of-mouth recommendations. We are also seeing a spike in communications via our social media channels, which, again, is translating to increased sales and footfall – particularly on the retail side. As the branch manager, I have enjoyed seeing our business go from strength to strength over the last few years, and this an achievement I am proud of.
“Our commitment to providing quality parts, excellent service, and technical expertise has earned us a reputation as a trusted partner in the automotive industry.”
