Founder Fridays :Link To Brands

Buying a vehicle is supposed to end with the right car. But years spent on the sales floor taught Shane Mamile that getting there was not always that simple. The challenge was not just selling a vehicle, but understanding what the customer actually wanted and finding a way to deliver it.

That became clear during Shane’s 17 years in the motoring industry. Customers he had built relationships with would return when they were ready for another vehicle, but some were looking for brands and models outside the dealership where he worked. He had the relationship, but no way to provide what they wanted.

At the same time, changes to commission structures were making his income less predictable. As a husband and father, Shane began thinking about building something of his own. In 2017, he launched Link to Brands, creating a vehicle retail business built around giving customers more choice and a more personal buying experience.

Building a Different Kind of Vehicle Business

Shane wanted Link to Brands to move away from a sales process focused purely on completing a transaction.

His approach was influenced by what he had learned during his years in the industry: every customer should receive the same level of attention, regardless of whether they are buying an entry-level vehicle or a premium model.

The business also takes a different approach to stock. Instead of trying to sell customers what happens to be available, Link to Brands starts with what they want and then searches for it through its network of reputable dealerships.

“If you tell us what you want, we find what you want,” Shane says.

That means a customer looking for a specific make or model does not necessarily have to move from dealership to dealership. Link to Brands can search across its network to find the vehicle that fits the customer's requirements.

The Person Comes Before the Vehicle

For Shane, selling a vehicle starts with understanding the person who will drive it.

Customers can arrive with a specific model in mind, but the right vehicle also depends on their lifestyle, travel requirements and budget. Fuel consumption, tyres, insurance and maintenance all contribute to the real cost of ownership.

Shane believes these factors should form part of the conversation before the customer signs a finance agreement.

“We're trying to find out who you are before we sell you the car,” he says.

Finance is another area where he believes customers need more information. One of the mistakes he has seen during his career is buyers agreeing to balloon payments or residual structures because they lower monthly repayments without fully understanding what they will owe later.

He also warns against choosing a vehicle based on other people's opinions.

The business can provide advice and explain the options, but the final decision remains with the customer.

The Sale Is Not the End

One customer experience stands out for Shane as an example of what Link to Brands was created to do.

A customer had struggled to secure finance for a Land Rover through a dealership. After being referred to Link to Brands by an existing customer, Shane and his team were able to secure the finance and help complete the purchase.

For Shane, the experience confirmed that the business could bridge a gap between customers and the vehicles they wanted.

“That’s why this was built,” he says.

The relationship also does not end once the customer receives the keys.

Shane believes after-sales service is an area where the motoring industry can do more. Following up with customers, checking how they are finding their vehicles and remaining available after the purchase can build the trust that brings referrals and repeat business.

For him, the sale is the beginning of the relationship rather than the final step.

Adapting to the Digital Customer

The way people shop for vehicles has changed, and Shane has adapted Link to Brands accordingly.

Customers now research vehicles online, compare models and prices and watch reviews before speaking to a salesperson. That has made a strong digital presence increasingly important.

Link to Brands has built what Shane describes as a virtual showroom through its online and social media presence. The business can reach customers outside its immediate market and arrange vehicle deliveries to locations well beyond its physical base.

For Shane, the lesson is straightforward: businesses have to meet customers where they are.

He believes waiting for people to walk through a showroom door is no longer enough. Digital platforms can bring the customer into the business before they ever visit a physical location.

Learning to Keep Going

Running Link to Brands has taught Shane things about himself that working for someone else never could. Before starting the business, he had already prepared himself mentally for the difficulties that would come with entrepreneurship.

He says there is a perception that running your own business is all about the freedom, success and lifestyle, but the reality comes with difficult days as well. “When it’s good, it’s good. And when it’s bad, it gets bad,” Shane says.

For him, one of the biggest rewards has been the freedom that comes with running his own business. Being able to take time off for important moments with his children without having to apply for leave is something he values.

Finding that balance is still a work in progress. Sales are unpredictable, and a busy week can change family plans quickly. Shane tries to keep most of his work between Monday and Friday and dedicate his weekends to his family, with his phone put aside so he can give them his full attention.

The journey has also shown him that he had more resilience than he initially thought. Entrepreneurship forced him to grow, deal with uncertainty and keep moving through the difficult periods.

Advice for Future Entrepreneurs

When asked what advice he would give someone entering the automotive industry or considering entrepreneurship, Shane returns to one principle: learn how to deal with rejection.

Salespeople hear no from customers. Entrepreneurs hear no from investors, banks and potential business partners. Rejection, he believes, is part of the process rather than proof that the journey has failed.

His advice is not to wait for perfect conditions before starting.

“Start where you are, with what you have,” Shane says.

He believes too many people delay their ambitions while waiting for better equipment, more money or the ideal opportunity. Progress begins by using the resources already available and improving along the way. 

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