Build Overall Dealer Competitiveness to Further Enhance Customer Satisfaction
BMW National Sales Competition of Excellence 2017 Concludes Successfully

(Shanghai) On November 1st, 2017, the BMW National Sales Competition of Excellence in 2017(hereafter as NSCE 2017) drew to a close with a big final round in Shanghai. Started in June, NSCE 2017 covered for the first time five core dealership positions across BMW’s network in China and was contested by a record more than 8,000 sales elites. NSCE is a top-level competition organized by BMW to build its sales talent pipeline and foster dealers’ sales talents, aiming at improving the professionalism of sales personnel for greater customer satisfaction, as well as promoting service in the entire automobile industry

The final round of NSCE 2017 was graced by the presence of Dr. Michael Liu, President of BMW (China) Automotive Trading Ltd, and Mr. Jochen Goller, Senior Vice President of Sales and Marketing at BMW Brilliance Automotive Ltd, who gave high praise to the participants for their excellent performance. “NSCE has been held for five sessions since 2009,” said Ms. Laura Wang, Vice President of BMW China Training Academy. “The competition, which assesses participants in reproduced real-world scenarios in flexible ways, is geared to improving dealers’ skills, strengthening customer-centric service, further increasing overall dealer’s competitiveness, and achieving higher customer satisfaction.”

Excellent Service Capability

NSCE 2017 was consisted of three stages, including qualifying, regional and final, focused on customer-facing and management positions. The three-day final competition produced the Top 15 Sales Consultants, Top 10 BMW 7 Series Sales Consultants, Top 10 Sales Managers, Top 10 Sales Trainers, Top 3 Sales Management Teams and, for the first time, Top 3 Used-Car Managers, respectively.

In order to better guide dealers’ work closely in align with customer needs, NSCE 2017 further played up customer orientation in all components of competition. In addition to the assessment of comprehensive knowledge, core business skills and case handling ability, NSCE 2017 integrated test items with key BMW models in a well-coordinated, progressive way and took into account both competition scores of participants and their performance in actual work, all geared, ultimately, to increasing customer satisfaction.

“This is a precious opportunity to me,” said Zhao Sicong, Champion of BMW 7 Series Sales Consultant. “I feel much honored to be able to compete on the same stage with other excellent participants. As members of BMW’s sales force nationwide, we should not only be effective sales people but also treat customers with sincerity. What we provide is not just cars but also service and professionalism.”

Speeding up Localization with Talent Cultivation

BMW’s training system, with its advanced philosophy, comprehensive network and professional training team, has always been a strong support of BMW’s leadership in the industry. BMW provides all-round training support for dealers in the four dimensions of talent assessment, training, development and retention. With the evolving needs of business development, BMW has put a greater emphasis on trainee conversion rate and the orientation to market demand, dealer's business needs and customers' actual needs and advocated learning from real cases and serving practical needs, all for the purpose of providing customers with professional top-quality service.

Currently, BMW has four training centers and 15 training bases in China. In 2017, BMW China Training Academy’s annual training capacity has reached 470,000 trainings. This massive scale has not only provided BMW dealers with a lot of high-quality talent but also solidified the foundation for accelerating BMW’s business localization.

Win-win Cooperation of BMW and Dealers

It is BMW’s commitment and effective measures to increase dealers’ competitiveness that has maintained its stable growth against the backdrop of the Chinese economy stepping into the “new normal” mode and the slowdown of China’s car market. Through the concerted efforts of BMW dealers nationwide, BMW Group delivered a total of 436,657 BMWs and MINIs in the first nine months of 2017 in China, up 15.2% y/y, reaching an all-time high for the same period.

Committed to win-win cooperation and continuously increasing customer satisfaction with high-quality service, BMW has always emphasized on an industry-leading sales force. Going forward, BMW will remain committed to the win-win cooperation with dealer partners with a focus on increasing their profitability and confidence, and ensuring that they are strongly positioned in market competition to support the sustainable development of BMW’s all business activities in China.