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Jared Hamilton
From: Jared Hamilton
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Deena Anreise

Deena Anreise Director of Marketing

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Dealerships Must Reinvent the Car Showroom

“How can the average salesperson at a BMW dealership be expected to educate shoppers on an increasingly complex number of choices and facilitate sales transactions all day long? They can’t, and that’s why BMW is radically rethinking the entire customer experience.” – Carmine Gallo, Forbes Contributor

BMW is reinventing customer service and the customer experience in their dealerships. Its leaders realize that today’s customers experience products very differently than they did even five years ago. So they’ve introduced a new employee on the lot – the product genius. The BMW product genius is a non-commissioned expert who will spend as long as it takes to educate car shoppers about their choices.

But here’s the best part (if you’re a potential car buyer): The product genius is not a salesperson! They are there to explain the products and to help the customer understand the product in more detail. Amazing, right? Most incredible of all is that BMW’s strategy is working. In the pilot dealerships, customer satisfaction scores went up because customers did not feel pressured into a sale, and the salespeople could spend more time on what they did best – facilitating trade-ins, financing, and completing the transaction.

So what if your dealership can’t afford to (or doesn’t want to) add a person to the payroll who isn’t in a sales role? Well, there are ways that your dealership can improve your customer’s experience in the showroom, parts department, and waiting room without flexing serious financial muscle. Tablets are a great way to go, since they are inexpensive and provide mobile, real-time information that each of your departments can utilize on the go. 

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