Are BMW Client Advisers in trouble? BMW moving away from traditional sales
BMW is heading toward thinning the number of sales people (client advisors) and vehicles at their dealerships, in order to modernize and streamline the car buying process.
There has been more talk recently about BMW, as well as other auto manufacturers, moving their dealerships into the digital age. Gone will be the days of vehicle filled showrooms and salesmen pressuring you to buy a car. A new program from BMW would replace them with new technology and 'product geniuses.' The 'product geniuses' are employees who will utilize new technology, such as flat screen displays and iPads on which to show vehicles, options and other helpful information, much like how things work at an Apple Store. These employees would be there just to educate the customer, rather than trying to close a sale. A recent Wall Street Journal Article quoted BMW's sales and marketing chief Ian Robertson saying, these employees are "definitely, definitely not salesmen." This makes a lot of sense, since most are so used to online browsing. The customer would have that familiar feel, with someone there to explain the technical bits.
For test rides and for those who still like to touch and see a vehicle in person, there would still be some on hand, but not as many as we see in showrooms and lots today. 'BMW's overhaul aims to create regional fleets where customers can go to test drive cars, allowing stores to stock fewer cars, said Peter Miles, BMW North America's executive vice president of operations.'
The idea sound better and better each time I read about it. Less cramped showrooms, and less sales pressure from sales people. Now to work more on the dreaded paperwork part.
What do you think about a switch from salesmen to 'product geniuses'?
Source Wall Street Journal
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