Just saw this article on Forbes. Interesting idea and it will hopefully cut down on the misinformation customers may receive when looking at cars and enhance the overall buying experience.
What do you guys think?
http://www.forbes.com/sites/carmineg...ng-experience/
Quote:
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Meet the geniuses. With an obvious nod to the Apple Store, BMW decided to create a new role in its dealerships—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. According to Robertson, “We have a sophisticated product and it’s complicated to explain. For example, we have a 3-series, 5-series, 7-series, and Roadsters. Then we added a range of X-products, 6-series, etc. The product genius is not a salesperson. The product genius is there to explain the products and to help the customer understand the product in more detail.”
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