Help me Oppo. I need your help!

by "BugEyedBimmer - back in the Saddle Dakota Leather" (bugeyedacura)
Published 08/16/2017 at 12:12

No Tags
STARS: 3

So I’ve kind of plateaued at my job. I’m selling enough cars and making enough money to support my family, but I’m doing it the hard way. I sell BMWs, and I hardly ever get to sell to enthusiasts. As enthusiasts, what would be the best way to attract you? I want to be the “Car Guy” that other “Car Guys” but from. My job would be so much more fun if I could tap that market and begin speaking to excited customers instead of just the people who want a BMW because of the brand cache. Ideas?

Replies (38)

"crowmolly" (crowmolly)
08/16/2017 at 12:15, STARS: 1

Any chance that your dealership could host a BMW show? Prizes, trophies, etc? That way you aren’t just “another dealership” and you’re making a statement about liking the cars vs. just making your sales numbers.

"Arrivederci" (arrividerci)
08/16/2017 at 12:16, STARS: 7

Talk to your manager and see if he/she’d be cool with you taking enthusiast-oriented stuff to Cars and Coffee, local BMWCCA meetings/events, local autocross, BMWCCA trackdays and so forth.

Build a rapport with the folks who participate in those things, show off your product and things should (hopefully) work themselves out! Good luck!

"BlueMazda2 - Blesses the rains down in Africa, Purveyor of BMW Individual Arctic Metallic, Merci Twingo" (bluemazda2)
08/16/2017 at 12:16, STARS: 4

It might just be me here, but try to have them drive sporty lower models to take them back to the basics. Instead of a fully equipped 340i M Sport with every single option, take them for a drive in a more basic model to remind them of why the 2/3/4-Series are true drivers’ cars.

I remember the salesperson I spoke with took me for a drive in a base 228i M Sport and a base 328i back in 2015 because, according to him, they capture the essence of what makes a BMW fun to drive better than any other regular model in their line up.

"BugEyedBimmer - back in the Saddle Dakota Leather" (bugeyedacura)
08/16/2017 at 12:17, STARS: 0

We do have a BMW C&C about once a quarter. Unfortunately it brings out a lot of guys with older cars that they’ll never trade for a new one.

"duurtlang" (duurtlang)
08/16/2017 at 12:20, STARS: 4

In the US? Have the right cars on your lot.

"Wrong Wheel Drive (41%)" (rduncan5678)
08/16/2017 at 12:20, STARS: 1

Having maintenance history would be the only way to influence me to even consider buying from a dealer. I ONLY shop private market because of the possibility of maintenance/ownership history. It seems that dealers just throw out those details and dont hold onto any of that information. Regardless of the car, having some sort of history is a major selling point as far as im concerned. It just makes the seller seem more trustworthy.

Also, just being a really honest person and not being deceptive is good too. Obviously you gotta push for the warranty packages and other junk but that can be done without being an asshole about it. The only sort of salespeople Ive ever bought things from dealt only in facts and gave me exactly what I wanted and nothing more.

"DucST3-Red-1Liter-Standing-By" (ducst3-red-1liter-standing-by)
08/16/2017 at 12:21, STARS: 0

hmm, thats a tough job to get at a beemer dealer. I don’t know if bmw will ever be able to get away from its band image and go back to what it was in the 80s and 90s. As much as I would hate to say, I think that would require a position at a different dealer, one that specializes in cool stuff. One not too far from me for example is these guys http://playtoysclassiccars.com , some cool guys work there, fun to talk with

"E90M3" (e90m3)
08/16/2017 at 12:21, STARS: 1

Manual loaner. Convince someone in service to get one. That way you can tempt people to try a new one with a stick.

"bmil128" (bmil128)
08/16/2017 at 12:22, STARS: 0

Also join local FB pages/groups and events for owners or drivers but obviously not in a blatant/blunt sales pitch; had a Ford rep join our local AX page only to push unsold Focus RSs

"Your boy, BJR" (jerseyshoreben)
08/16/2017 at 12:24, STARS: 0

Face it, you’re a vampire bro. No enthusiast likes dealerships because no dealerships like enthusiasts. Cars are “assets” or “units” there, and at the end of the day, all the dealership cares about is the bottom line. Your ideology and the enthusiast ideology are too far apart on this.

"DipodomysDeserti" (dipodomysdeserti)
08/16/2017 at 12:24, STARS: 1

That’s what BMW enthusiasts look like. You have to try to get them to buy new cars for their kids and spouses who aren’t quite enthusiasts but are tied to the brand.

"Bytemite" (bytemite)
08/16/2017 at 12:26, STARS: 0

Move to Mazda? Seriously had the best time ever at a Mazda dealership talking to a car guy salesman about car guy stuff and the Miatas.

"Textured Soy Protein" (texturedsoyprotein)
08/16/2017 at 12:27, STARS: 2

Are you active on any BMW forums? Could post in the regional form of Bimmerpost, etc. But you’d have to build up a rep there in general and not just be like, “HEY GUYS I’M TOTALLY A CAR GUY AND WANT TO SELL TO OTHER CAR GUYS TOTES FOR REAL!”

"WRXforScience" (WRXforScience)
08/16/2017 at 12:29, STARS: 1

Enthusiasts already know what they want, but you could make yourself the guy to get it from.

Get involved with the local car clubs (BMWCCA and SCCA at a minimum), show up to a meeting, host events/meetings (we’ve got a dealership who hosts the start for a bunch of the road rallies which requires a couple of dozen parking spots for an hour, two tables, and a couple of dozen donuts).

Go to an autocross, bonus points if you run a car or take some people to lunch. Do cheap tire mounting. Start putting on tires for $30 and the local guys will stop by often and tell their friends that you are where to go for cars and service. You could sponsor the water for local events, bring a couple of cases and some ice to events with your info on the coolers and the organizers will thank you every time and you’ll become the go to guy for BMW’s.

It won’t take much money but you are looking at a decent time commitment.

"Bunty Brown" (buntybrown)
08/16/2017 at 12:29, STARS: 0

This is really biased towards me, but imho as a salesperson, you’re sort of hamstrung by BMW/BMWNA.

For example, my F31 lease is almost up and I want a new one. Now, I know people who know people, so I have an in to this, but I want full Individual leather, trim, and exterior paint (right now, Ferrari Red on Golden Brown is topping the list). Can’t be done? Yes it can, but only if you know the paint codes, and options codes by heart. And even then, I have to get someone to vouch for me with his/her dealer, then the process of ordering and delivery will take 6-9 months of going back and forth and then waiting.

You can’t even tell BMW to shut up and take your money.

But it’s even worse than that, even for enthusiasts with a modicum of ordering knowledge. Want this option with that trim? Nope. Want that paint color on this trim? Nope. Want a wagon with port installed M Performance parts? Nope.

Enthusiasts are still buying the F3x 3 and 4 series cars in decent numbers, but a lot of us (at least voiced on the forums), want options if we have the money. Let us pick and choose how we want to build the car. The forums are rife with threads about why we can’t get this option with that one. It’s infuriating.

1. Make the ordering process less confusing and more transparent

2. Educate salespeople - buyers are constantly sharing stories of how salespeople completely got things wrong about options or specifications

3. Encourage the mothership to offer more individualized options for buyers willing to pay more on the entire range of cars

4. Encourage dealerships to work closely with buyers who want to mod their cars. When I took delivery of the F31 (mine is a lease), he suggested a stage 1 tune, wheels, lowering springs, and some M Performance parts because he knew my dealership had a relatively lax attitude toward modded cars. He knew his stuff and he knew his customer. This went a long way in my book. And my dealership has been very good to me.

These are just some random thoughts, I’m sure others will have some great suggestions too. As you said, part of the problem is buyers who only want the Roundel (not that there’s anything wrong with that), so hopefully other enthusiasts will chime in here. Cheers!

"Tekamul" (tekamulburner)
08/16/2017 at 12:29, STARS: 1

Inventory would help.

My local beemer dealer has 46 vehicles on the lot. 0 manuals, 2 RWD (and those are i3s!) I wouldn’t touch that place with a 10 foot pole, because no one there would have any idea how to meet my needs.We wouldn’t be speaking the same language.

But I suspect inventory is mostly out of your control.

"Nick Has an Exocet" (nickallain)
08/16/2017 at 12:29, STARS: 2

What is the deal with BMW’s brand right now? It’s almost like they are annoyed with their enthusiast heritage.

Even the 340i M-Sport was a little bit soulless. Crackly exhaust is the new racing stripe.

"jvirgs drives a Subaru" (jvirgs)
08/16/2017 at 12:30, STARS: 1

One of the auto groups near me would occasionally bring some AMG products to C&C along with some of the owner’s personal collection.

"miadaman? yes please" (wanjoe)
08/16/2017 at 12:31, STARS: 0

Sponsor motorsports events? I know our local Mazda dealership got an order or 2 in after sponsoring a private autocross event for our Miata club.

"Arrivederci" (arrividerci)
08/16/2017 at 12:34, STARS: 0

We have a high-end dealer that always brings out Huracans and 488s - granted 99% of attendees can’t afford that stuff, but if nothing else it spurs conversation and name recognition.

"PartyPooper2012" (PartyPooper2012)
08/16/2017 at 12:38, STARS: 0

or be able to get it. Nothing more annoying than baiting a customer into the lot and telling them how this Juke is what we actually want, not the car we came for

"jasmits" (jasmits)
08/16/2017 at 12:40, STARS: 3

Keep models with a stick in stock, even if it’s just a few to demo. An enthusiast will probably be willing to special order a stick car if you don’t have exactly what they want in stock but for me at least I would need to demo something similar with a stick before filling out the order form(IE: if I want a 340 with a stick I could live with demoing an auto 340 and a manual 320). Maybe I just haven’t looked hard enough but when I’ve been to my local BMW dealership for parts I’ve never seen a single model with a stick.

OH, this one might be a longer shot but when you see a 20ish-year-old covered in wrenching grime come in and make a beeline for the parts counter THAT is an enthusiast(me) who realized they need a part for their old E36 that Autozone won’t stock and they can’t wait to order. Sure they probably can’t afford a new one now but in a few years they’ll graduate college, start making adult money and maybe by then be tired if laying under their E36.

"jasmits" (jasmits)
08/16/2017 at 12:44, STARS: 1

They’ll never trade it for a new one but one day they might decide they want to keep some miles off the E24 and maybe a 320i might make a good daily driver.

"CaptDale - is secretly British" (captdale)
08/16/2017 at 12:45, STARS: 0

I don’t know dude, the “enthusiasts” I get at work are all duchy vape bros with stickered up stanced WRXs. They are the people I’d like to chat about cars with.

"bwp240" (bwp240)
08/16/2017 at 12:49, STARS: 0

Unfortunately, enthusiasts are a niche market. It is rarely sought out by dealers because for every 1 enthusiast, there is 10 Jones’s wanting to keep up with their neighbors. Our mindset is driven by inventory, we know how to find the exact trim, color, engines, etc. that we want and will go to the dealer that has it. Most of that inventory is one or two special cars that would be a high risk asset for 95% of dealers.

If this is to try and sell new BMWs, I am not sure how that will pay off as most won’t be able to afford one. Your dealer could start putting used 80s and 90s era BMWs on the lot. The goal being if you want to get an E30, go to X dealer. If you can price them reasonably a steady stream of enthusiasts will come in for those entry level (in BMW enthusiasm) cars. Then they may upgrade with your dealer along the way. However, that could be a huge financial risk (cars sitting, low margins).

I like the ideas posted about bringing some inventory to the local C&C, sponser them, put your name out there, and brings some of your cars. However, you need to bring some showstoppers like an M2 or something to stand out with the modded M3's and M5's.

Also these don’t hurt...

"Mini Guy- Now has a 4Runner" (gavinharter30)
08/16/2017 at 12:52, STARS: 0

Work for Porsche. They have a lot of enthusiast stuff there. After all, they are Porsche and make the 911

"arl" (arl1968)
08/16/2017 at 12:55, STARS: 0

Tell BMW to start making more stick shift cars, tell them to ditch the run flat tires and put a real spare back in, tell them to put an effort into making their electric steering match their old hydraulic system for steering feel, tell them to stop making customers buy in packages that cost 2 arms and 2 legs, tell them to start making The Ultimate Driving Machine again.

But...they won’t. You can’t sell what the company doesn’t make (or only makes in limited, very expensive quantities). Sorry, but BMW to me these days is just selling upscale badge machines. Hardly a driving machine in sight.

Good luck.

"yamahog" (yamahog)
08/16/2017 at 13:08, STARS: 0

Yep, Becky at one of the Michigan dealerships has built up this rep with Camaro and Corvette enthusiasts. She’s active on the forums and super helpful (tracks orders for people, knows all the options/deals, always at local events, etc).

"Under_Score" (tomtheatum)
08/16/2017 at 13:08, STARS: 0

The image is what matters, though. Carry yourself in a nice way: be polite, say sir/ma’am, and treat your buyers in a way that makes them want to stick with BMW forever and not resort to another brand. I don’t know how dealers are in providing employees cell phones, but nice accessories, such as an iPhone 7+, a decent watch, are good ways to draw customers in; you’re relatable to them. Enthusiast or not, a great image is most important in the end.

"R Saldana [|Oo|======|oO|] - BTC/ETH/LTC Prophet" (r-saldana)
08/16/2017 at 13:10, STARS: 0

The problem with youthful car enthusiasts:

!!! UNKNOWN CONTENT TYPE !!!

On the real though, I have a strong feeling the sub-prime lender bubble is going to burst next spring. Not saying that BMW uses that system, but it is likely to affect interest rates for even good credit holders.

"jariten1781" (jariten1781)
08/16/2017 at 14:15, STARS: 2

My experience across car brands and decades is that the salesfolk who get ‘in’ with the enthusiast crowd are transparent communicators with a huge customer service tack. If an enthusiast is looking for a new vehicle they do not need to be sold to...ie they’ve done all the research and they know exactly what they want. What they need from the dealer rep is a completely transparent process: near-immediate responses to inquiries with best-price 100% of the time in the very first email (or other communication) exchange, willingness to do lot-lot trades for very specific options/color packages (ie never BS trying to get them to get something ‘close’ that’s on your lot), detailed oriented communication on ordered builds (ie communicate every step of the order-build-ship process even if that means you have to make daily calls or database inquiries to pull information rather than wait for an automated system to spit you data), never unsolicited advice but always educated honest (ie not upsell) answers when there are questions to include a willingness to say that a specific option/transmission/whatever has not been well received or probably isn’t necessary for them even if it would increase the commission for you, etc.

The ones that I’ve seen with successful forum presences will do those kind of things for people even if they didn’t or won’t purchase from them directly (ie if some dude is having trouble getting status of their order from their dealer they’ll go pull the info from the system and help them or they’ll do a nationwide search and find out what lot some particular package is sitting on when someone is having problems finding exactly what they want locally). They’ll also have a smooth process developed to do out-of-state sales to include airport pickup with documents ready to sign or shipping; and, since they start at their best available price rather than going through a negotiation rigmarole, it’ll often beat the offers they get locally even with shipping or airfare/gas included. After they’ve established that reputation (which takes years if we’re being honest) you’ll start seeing respected forum members saying stuff like ‘check with XXX at YYY BMW, he can get you exactly what you want dropped off at your door, it’s really easy’. Clint over at Heuberger Subaru had a crazy good reputation for doing those things for the STI/BRZ community before he disappeared for greener pastures a few years ago. Go search on ft86club back in 2013/2014 and you’ll see what I mean.

Other small things: make sure your prep guys never put dealer logos, stickers, whatever on cars going to your enthusiast customers (to include any front plate brackets that involve drilling the bumper without explicate permission first); don’t verbally even offer BS add-ons like fabric protectors, sealants, third party warranties, dealer add-on ‘executive’ packages, etc. (handing them info to peruse on their own is OK, but don’t mention it unless they initiate the conversation and be honest about what it really does if they do bring it up); make sure finance guys are on board with the best offer first with these customers (ie no back end padding, no games with terms and percent, absolutely never four-square, ensure all offers they’re eligible for are included and don’t up the sales price to recoup); be willing to go to bat against service if your customers are getting run-around with warranty work/scheduling/loaners (especially if it’s due to mods); meet or beat carmax trade in for first offer every single time; and always be willing to spend the minutes/hours to fix any of the above when your colleagues decide not to play by your rules. It’s really...really...easy to scare off these folks if you fail to live up to the small things. Details matter.

Finally, stay involved with cars clubs/shows locally and forums online even if the attendees/members aren’t likely immediate customers. Word of mouth travels and even if they aren’t purchasing, their opinion carries a ton of weight with their co-workers/sister/nephew or whomever.

So yeah, it’s not easy to build that reputation (enthusiasts are a picky and educated bunch), but it can be done.

"theloudmouth" (theloudmouth)
08/16/2017 at 15:58, STARS: 1

Sadly it’s product at this point and nothing you can do about that. I plan on keeping my E92 for a long time and I’m looking at a Giulia for my next daily. I’d love another BMW 3 for a daily but they’re dull and boring now. I’ve had a number of F-chassis loaners and they’re just depressing compared to any E-chassis 3/5/7. The one thing that will bring me in is the manual option(that’s the one thing that annoys me about the Alfa but... well it’s an Alfa Romeo), but knowing how poorly the G30 has been reviewed, and that the G20 is on the horizon in late 2018 nothing really pulls me as an enthusiast in at the moment besides an M2 and that’s no daily.

"B_dol" (bdolan40)
08/16/2017 at 16:32, STARS: 0

Where are you selling cars these days? Looking to hop into a new BMW possibly and my nearby dealers have not been very helpful.

"BugEyedBimmer - back in the Saddle Dakota Leather" (bugeyedacura)
08/16/2017 at 16:57, STARS: 0

I’m at BMW of Sterling in NoVa. You local?

"B_dol" (bdolan40)
08/16/2017 at 20:10, STARS: 0

Not even remotely, wish I could help ya!

"BugEyedBimmer - back in the Saddle Dakota Leather" (bugeyedacura)
08/16/2017 at 20:27, STARS: 0

We can ship! Where do you live and what do you want?

"B_dol" (bdolan40)
08/17/2017 at 00:02, STARS: 0

Do you have an email I can contact you at?

"BugEyedBimmer - back in the Saddle Dakota Leather" (bugeyedacura)
08/17/2017 at 14:06, STARS: 0

Email me at shawn.sampson@bmwofsterling.com.