BMW National Sales and Management Teams Competition 2020 successfully concluded

(Shanghai) The 6th BMW National Sales and Management Teams Competition 2020 (hereinafter referred to as “the Competition 2020”) has successfully concluded in Shanghai on Jan.13, 2021. Since its official launch in April, the Competition 2020 has facilitated the selection and coaching process online, and has gained extensive support from regions and active participation of dealer partners. Around 11,000 sales consultants, 95 sales managers and 91 sales management teams from more than 500 dealerships participated around 400 rounds in the competition. With a penetration rate of 92%, the scale of the competition hit an all-time high. The finalists competed for the championship with extraordinary professional skills and qualities. Their performances fully showcased BMW’s high-quality “Premium Customer Experience”, and optimized the overall sales services in the auto industry.

Mr. Steven Shao, President of BMW China Automotive Trading Ltd., said, “Despite challenges, BMW has achieved sustainable and high-quality development, thanks to continued and reliable support from our dealer partners. In the Competition 2020, we witnessed the excellent customer experience that’s created by our frontline sales colleagues. In the future, BMW will continue its ‘customer-centric’ service concept, and provide premium service experience to more customers.”

Showcase premium customer experience with customer centricity

The Competition 2020 consists of three stages, including qualification, regional competition and the finals. It mainly examines frontline sales, management staff and teamwork. After two days of the final rounds, awards including Top 5 sales consultant, The Best of Product Presentation, The Best of Test Drive Experience, Top 5 GKL+ Sales Consultants, Top 3 Sales In-House Trainers, Top 5 Sales Managers and the newly-added Top 5 Management Teams were announced.

Different from previous years, the Competition 2020 focuses more on customer perspectives, instead of merely based on business. The competition aims to expand “Ten Promises” to more customer touchpoints and explore better management mechanism for “Premium Customer Experience”. For the first time, the competition examined the ability of front-line sales in responding to customer needs. The juries judged from the view of customers, and the scores directly affected their advancement. In addition, the Competition 2020 added Management Team competition, which combines sales and after-sales associates for the first time, to assess the long-term management mechanism, promote cross-department collaborations and optimize dealers’ overall management capabilities.

Through the competition, BMW also demonstrated the results of cooperating with dealers and practicing in the "Premium Customer Experience", as well as its dedication to improve customer satisfaction. Nowadays, "customer-centric" brand culture is deeply rooted in people's hearts, and the excellent service spirit of front-line sales is passed on to each other, which largely upgraded customers' purchasing experience and defined the craftsmanship of BMW's front-line sales.

Accelerate talents cultivation through competition and deepen local development

The Competition 2020 as a specialty training project, is the top competition event organized by BMW China Training Academy. The aim of the Competition is to comprehensively improve the professionalism of sales staff through competition-driven mutual learning and quality-driven training, thus increases customer satisfaction. The competition facilitates the sense of belonging for sales talents to BMW brand and enhances their sense of responsibility. It also contributes to BMW in reserving and cultivating sales talents for its dealer network in China.

Given the special circumstance for the year 2020, BMW China Training Academy adopt online coaching and internal training methods to allocate resources more effectively. More online trainings were provided instead of face-to-face coaching, and dealers’ internal training were strengthened to provide special topics training catering to market needs.

In a complex market, BMW dealers also focus more on customer perspective instead of merely based on business. With this, “Premium Customer Experience” and “Ten Promises” were launched in 2019, and the year 2020 has witnessed the implementation of these initiatives. BMW adheres to "customer-centricity" service concept to bring premium customer services featuring "service quality" as the basis and "value, convenience and care" as the core. Meanwhile, BMW’s training also focus more on customer needs to advocate learning from the real-life scenarios, and then transform these skills into top-quality services to serve customer demands in the new normal.

The Competition 2020 not only provides a platform for sales and after-sales talents across the entire network to showcase their talents, but also creates an opportunity for their growth through mutual learning and in-depth exchanges. With the challenging transformation of China automotive industry, the BMW Group will continue to help partners turn challenges into business opportunities, improving the core competence of sales talents of dealers, hence contributing to the sustainable development of BMW and its dealer partners.