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Deena Anreise

Deena Anreise Director of Marketing

Exclusive Blog Posts

Choose the correct CRM for your dealership OR pay dearly

Choose the correct CRM for your dealership OR pay dearly

With all the CRMs on the market today, finding the right one for your dealership is becoming more challenging than ever. There have been massive changes in…

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

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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