BMW in their eternal wisdom lifted a page out of Apples retail experience, BMW Geniuses are now a thing. Their duty is to educate and showcase high margin technological features to prospective clients during the shopping process. The story goes that Geniuses have boosted the purchase of high margin options by 10-15%.
As rosy as that sounds do consider anecdotal reports of Geniuses actually being relative dolts. One account has said genius not knowing the distinction between a 3 and a 5 series, and one brought in specifically to showcase the i3 knowing little outside of the name. As enthusiasts they are more likely to get in the way.
At the end of the day, shouldn't every salesman be able to handle this duty with thier eyes closed? I mean it kind of is their job and all
As rosy as that sounds do consider anecdotal reports of Geniuses actually being relative dolts. One account has said genius not knowing the distinction between a 3 and a 5 series, and one brought in specifically to showcase the i3 knowing little outside of the name. As enthusiasts they are more likely to get in the way.
At the end of the day, shouldn't every salesman be able to handle this duty with thier eyes closed? I mean it kind of is their job and all
