BMW’s New Way of Selling Cars: It’s Genius
Filed under: BMW
BMW has started the national roll-out of a ‘BMW Genius’ programme at UK dealerships following a highly successful pilot
BMW has started the national roll-out of a ‘BMW Genius’ programme at UK dealerships following a highly successful pilot scheme in 2012. Each BMW Genius will be steeped in the increasingly sophisticated technologies and personalisation options available from BMW to help guide customers through every step of the ordering, buying, test drive and handover process, and will be on call to help with any subsequent queries or service updates.
Feedback from the pilot programme, conducted at 10 BMW dealerships who collectively employed 14 Geniuses, produced an extremely high level of customer satisfaction. Customers highly rated BMW Geniuses for their product knowledge, ability to explain the features and functionality of the model range and their willingness to meet individual needs.
The BMW Geniuses will initially work alongside existing sales executives and business managers.
New buying challenges prompted Genius concept
BMW pioneered the increasing personalisation of cars in recognition of the fact there is no longer any such thing as “one size fits all”. Some of the sophisticated technologies and options now offered on a BMW have multiple uses and the potentially hidden gems of these systems can really be brought to the fore with the help of BMW Geniuses. They can demonstrate and explain technologies such as EfficientDynamnics, alternative drive systems, ConnectedDrive, xDrive, mobile solutions and Head-up Display, either one-to-one or at workshops and customer events. The focus is always on the individuality of each customer. The BMW Genius programme also removes the “sales pressure” element from initial contact with customers.
The BMW Geniuses have a youthful and flexible attitude, are tech-savvy and able to communicate how things work and how customers can get the best from them. They are keen on cars, but not necessarily from a motor industry background. They can be identified by BMW Genius polo shirts, and will use modern communication tools such as Virtual Product Presentation – enabling customers to build the model they intend to buy in 3-D on a 47-inch screen – linked to an iPad app for configuring cars.
Kevin Davidson, Dealer Development Director, said: “The BMW Genius programme has proved that BMW offers its customers the most up-to-date, forward thinking way of engaging with them on a level they’ll feel comfortable with. Buying a new car is a huge decision for anyone so having highly knowledgeable people alongside our existing professional staff in increasing numbers of dealers across the country is a large positive step forward.”
Some 30 BMW dealers already have BMW Geniuses in place now with more than 100 dealers planning to have the highly trained staff in place by the end of 2013. Priority will go to those who will be involved at the start of the introduction of BMW i, the company’s alternative powertrain sub-brand. New starters are being sought on www.bmwretailjobs.co.uk