Photo: Arnoldclark.com
BMW introduced its own Product Geniuses late last year, in select dealerships around Europe, in order to sell more i cars to the masses and explain their advantages better. The idea wasn’t original, as Apple was the first company to introduce the concept but BMW was the first car maker to use this approach.
And it’s paying off. According to Automotive News Europe, the dealers taking part in this program are getting a financial boost, sales growing between 10 and 15 percent on average.
BMW’s Future Retail endeavor (that aims to completely change the dealership experience of every customer out there) is scheduled to be employed in all of its 3,250 global dealerships worldwide this year.
At the same time, the number of Geniuses will grow to about 2,000 a great prospect for young, tech-savvy unemployed people around the world.
If, at first, dealers were concerned about the costs of this program, at the moment, everyone’s happy, profits growing over the last few months, according to Ian Robertson, BMW board member for sales and marketing.
“We were originally thinking of having one Product Genius per dealer, but some dealers now have four or five. One big dealer group recently told me that they want to completely rebalance their sales force: from the current four sales guys and one Genius, they are planning to move to three Geniuses and two sales guys,” said Mr. Robertson.
"The salesman has a complicated job, he has to understand product, he has to be trained and he has to understand financial services. And honestly, it has probably gotten a little too broad. One of the things we considered very carefully: Can we break the process up into bite-size chunks?" said Ian Robertson, BMW board member for sales and marketing.
BMW’s Future Retail endeavor (that aims to completely change the dealership experience of every customer out there) is scheduled to be employed in all of its 3,250 global dealerships worldwide this year.
At the same time, the number of Geniuses will grow to about 2,000 a great prospect for young, tech-savvy unemployed people around the world.
If, at first, dealers were concerned about the costs of this program, at the moment, everyone’s happy, profits growing over the last few months, according to Ian Robertson, BMW board member for sales and marketing.
“We were originally thinking of having one Product Genius per dealer, but some dealers now have four or five. One big dealer group recently told me that they want to completely rebalance their sales force: from the current four sales guys and one Genius, they are planning to move to three Geniuses and two sales guys,” said Mr. Robertson.
"The salesman has a complicated job, he has to understand product, he has to be trained and he has to understand financial services. And honestly, it has probably gotten a little too broad. One of the things we considered very carefully: Can we break the process up into bite-size chunks?" said Ian Robertson, BMW board member for sales and marketing.
Google News