The Good and the Bad of BMW Selling Techniques

May 15, 2014 11:41 pm

Over the last number of years I have encountered sales staff from BMW that has left me thinking that the societal ill feelings toward the current day car salesperson was justified – pushy, disinterested if they perceived you didn’t look the part, all about their commission and so on.
Having an early morning wander through one of their Brisbane car yards Paul Maddern (sales consultant) approached me. These were the things that impressed me about his sales approach that might be of help when you or your staff are talking to potential customers in your business:
  • his body language and vocal tone matched mine
  • his sales approach was in sync with my needs and wants, not the standard lineal approach encountered with other high pressure types
  • relaxed
  • interested in ME
  • didn’t try to sell me
  • when I told him I wasn’t ready to buy today he didn’t switch off, walk to the next customer, show disappointment or attempt to drag me over the line
  • didn’t hold back on fully answering my questions giving me quality information and value
  • relationship was more important than an immediate sale
All this built instant rapport making me trust him instantly. Subsequently he was the first car sales person from memory I have ever requested a business card from .
Given that BMW is my favourite vehicle, Paul will do very well from me over the coming years as well as the referrals (one immediate) I send his way. BMW would also do well from insisting that all their sales people emulate his approach.