A close friend has been trying very hard this week to purchase a new BMW. However, whether it is her unlucky week or whether BMW have stopped providing sales training for their showroom staff I am not sure. Having researched the market for a car that can handle journeys in the snow, my decisive friend knew the exact make and model before she showed up at the showroom. From what she tells me, a car salesman greeted her nicely (textbook meet and greet), asked her a few standard questions to which she responded and then asked her if she had come looking for brochures.
My friend enthusiastically announced she had read all the brochures and write-ups on the vehicle, but she wanted to see some samples of the colours the car came in and what options there were for interiors. I would say this is firm evidence of strong buying signals. But no, the car salesman obviously didn’t see it that way or he wasn’t listening, as he proceeded to ask if she was thinking of buying a new one, as second hand cars in this model were like gold dust. Not to be deterred, she confirmed a new one was her heart’s desire, and enquired about the delivery date for new vehicles. Now, call me old fashioned but again I would see this as another solid buying signal. But our salesman either had another agenda or was on another planet.
After hearing mutterings about the state of the nation and delays in getting new vehicles, my deflated friend, with family in tow, left the showroom, slightly bemused by the experience and wondering where she had gone wrong. Whilst she is wondering whether to go back to Mercedes, perhaps BMW could check whether in their sales training programmes they are including some of the sales skills basics; listening, engaging, building rapport, summarising, confirming, keeping awake for buying signals and so forth. It seems a shame that a great brand like BMW has been let down by this particular salesman.
By Kasmin Cooney | Righttrack’s Managing Director