WITH 38 BMW models which in turn equals 445 versions and with MINI’s four models and 32 versions, the BMW and MINI ranges are more complex than ever.
To help explain to SMEs their complicated range and the complex list of advanced technology on offer, BMW it seems has followed the lead of another successful world brand – Apple – with the introduction of specialist ‘Genius’ employees at its retailers.
BMW Geniuses are basically specialists trained in all the latest technology and personalisation options available on all BMW models. Visit a MINI showroom and there will be a MINI Genius doing the same.
the job of a BMW Genius is to explain every aspect of the car in the simplest possible terms, but not sell you the car
Not to be confused with a Salesman, although admittedly both are on hand at retailers to help customers, the job of a BMW Genius is to explain every aspect of the car in the simplest possible terms, but not sell you the car.
With technology such as BMW’s EfficientDynamics fuel saving technology and ConnectedDrive navigation and more, the Genius plays a more and more important role in any brokering of a potential sale. As well as helping support post sale enquiries once customers have familiarised themselves with the technology, and need further explanation or assistance.
Matt Bristow, BMW’s general manager of corporate sales, added further insight to the Genius Programme:
“Genius staff are there to help, advise and consult, without the pressure of sales negotiation.
“Ultimately, to them it doesn’t matter whether that customer will get their car from a leasing company or any other channel.
“Genius staff are simply there to help your drivers, from any small business or SME small fleet, find out what they need to know. This is without doubt a first for the motor industry, and a real step forward for customer service.”
