Nino Malka, National Sales Director
It’s all about the culture
Nino Malka, National Sales Director
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Culture is an important part of Serti’s business, and one of the main reasons the company continues to flourish in Canada.
The Quebec-based company, whose DMS system is geared towards automobile and heavy truck dealerships, has grown consistently for the past six to seven years with an average of 75-80 dealers. One year they picked up as many as 150-160 dealerships. When asked why auto retailers are embracing their products, the answer came back simply as: it’s the culture.
“Dealers are embracing our culture because of the way we deal with our customers — they are our partners,” said Nino Malka, National Sales Director at Serti Dealership System. “We want to grow with them. We want to provide them with what they need, and we want to listen to them. Support is very important — support for the customer experience. We think that makes a big difference.”
Malta said they make sure the transition of their products, including the installation, is smooth and that users embrace the system and culture. They make sure to deliver on client expectations. They also offer a bilingual product which is an advantage for any such provider in Canada.
As to why dealers are interested in changing providers now, Malta said the big providers were very comfortable with their market and market share, and now they are seeing companies like Serti making an impact on Canadian dealers. “We are coming up with new products and new ways of doing business with dealers,” said Malta.
“I think it’s the evolution of the products. If you compare our product to the other different products in the market, can we came up with new technology, new ways of doing things. And this is what the new users are expecting,” said Malta. “Companies like us came up with new applications and are also trying to come up with as many products to ensure we can offer dealers a one point service — one vendor to do everything.”
Serti is currently developing new solutions for its product lineup. Like many Canadian businesses that attended the NADA Show 2019, the company wants to enter the U.S. market.
“We are here first of all to represent Serti for heavy trucks,” said Malka. “We wanted to see all the competition and all the products in the market — but our first role is really to further penetrate the heavy truck market in the U.S.”
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