You don’t get to be the top-selling BMW dealership in Canada without a sales team that’s right at the very top of their game. At Brian Jessel BMW right now, no less than six sales executives are holders of much-coveted BMW Sales Masters Awards four Golds and two Silver. Of course, it can easily be said that all the sales team members at Brian Jessel BMW are standouts in their chosen profession.
Selling luxury automobiles is a very demanding business which involves considerable marketing savvy, out standing person-to-person skills and a very high level of product knowledge. But among every group of achievers there are the super-achievers who got where they are by above-average dedication and talent. You can tell who they are by the BMW Sales Masters logos on their business cards, a privilege of membership in a very exclusive club.
The Sales Masters program is operated by BMW’s Richmond Hill, Ontario, head office to foster excellence among sales team members. It’s a very intensive program and demands a lot from BMW sales staff but ultimately, the main aim is customer satisfaction. When top sales people compete with one another for the accolade, it fosters an atmosphere of friendly rivalry and enhances customer satisfaction. For salespeople at the start of their careers, it provides a target that’s worth working towards and it stimulates more experienced members of the team too.
Three major components determine who gets to be a BMW Sales Master:
- Product knowledge and training with sales associates required to participate in BMW Group University courses and complete product knowledge quizzes throughout the year
- Customer satisfaction results.
- • Sales results, with both new and pre-owned sales eligible.
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Sales associates across Canada are then ranked into various retailer categories to ensure a level playing field among dealers of different sizes. The top sales associates in each category earn the title Gold Sales Master or Silver Sales Master. BMW rewards Sales Masters handsomely, with travel awards for two, pre-paid Visa cards, recognition certificates and, of course, those emblazoned business cards.
Current honour holders at Brian Jessel BMW include Valentino Almeida, New Car Gold Sales Master since 1996 and Pre-Owned Sales Master since 2007. He’s held this distinction for 19 years. Then you have “M” specialist Cary Lau, Sales Master since 2001 and B.C.’s No.1 Salesperson in 2004, 2010-2012. James Au has been a Gold Sales Master since 2003 and has, remarkably, been top BMW salesperson in Canada five times and No.1 Salesperson in Canada four times.
Calvin Lam, “M” Specialist and Sales Master since 2004. Khan Parveez, Gold Sales Master since 2012 and the No.1 Sales Consultant for BMW Pre-Owned. The newest name to the Masters list is Terry Chen who is also an “M’ Specialist. All masters are guided and work very closely with Senior Sales Manager, Raj Desor.
Current honour holders at Brian Jessel BMW include Valentino Almeida, New Car Gold Sales Master since 1996 and Pre-Owned Sales Master since 2007.
He’s held this distinction for 19 years. Then you have “M” specialist Cary Lau, Sales Master since 2001 and B.C.’s No.1 Salesperson in 2004, 2010-2012. James Au has been a Gold Sales Master since 2003 and has, remarkably, been top BMW salesperson in Canada five times and No.1 Salesperson in Canada four times. Calvin Lam, “M” Specialist and Sales Master since 2004. Khan Parveez, Gold Sales Master since 2012 and the No.1 Sales Consultant for BMW Pre-Owned. The newest name to the Masters list is Terry Chen who is also an “M’ Specialist. All masters are guided and work very closely with Senior Sales Manager, Raj Desor.
Ask the five Sales Masters at Brian Jessel BMW what they consider the key issues linked to sales success in the luxury vehicle field and it’s surprising how much agreement there is. And it’s worth bearing in mind that Brian Jessel BMW does business in a highly competitive market with four other major BMW dealers in the metro Vancouver area and, of course, numerous rivals selling other luxury nameplates.
Many rival luxury vehicle dealerships are in close proximity — it’s a business environment where only the very best can succeed. Today’s luxury cars and SUVs are incredibly complex and sophisticated pieces of equipment compared to vehicles of years ago and this involves significant challenges for the people who sell them. Even the most modestly priced BMW is a technological showpiece combining electronic, engineering and safety systems that are probably more technically complex than you’d find on some aircraft.
The performance, comfort and reliability that comes with every BMW is the result of an army of skilled engineers and designers using all their skills and creativity to meet every requirement a customer may have when he or she buys a new vehicle. To sell these technically advanced vehicles, a salesperson must have a thorough understanding of how everything works BMW product whether it’s an entry-level 2 Series or a top-of-the-line 7 Series.
The learning process has become even more challenging with the introduction of alternative powerplants like those used by the i3 and i8 EVs, the 3 and 5 Series ActiveHybrids and more advanced BMWs that will appear over the next few years and beyond. For the Sales Masters and their colleagues, this means a continual process of “further education” provided by BMW using specific internet training tools. Their product knowledge is thus updated on a constant and convenient basis. This is just as well because buyers nowadays are able to research products very effectively via the internet. The retail auto business has never dealt with more knowledgeable buyers than it does right now.
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Not surprisingly, many salespeople in other fields are anxious to get into the luxury car business, but BMW has very high standards and only the best succeed. There’s no easy route to the Sales Master level.
Those who do make it to the showroom need both sales experience and a love of the product — plus the capacity to absorb a bewildering amount of technical know-how. Selling BMWs calls for special skills and a sales person only equipped with run-of-the-mill car sales experience will find the transformation dramatic.
Brian Jessel BMW’s Sales Masters all agree that the key to success is experience and building relationships with customers and there’s no substitute for that.
Knowledge of BMW’s storied history is also a key sales tool. After all, buyers are not simply acquiring a vehicle. They’re buying into one of the auto industry’s most recognized and coveted nameplates and one that goes back many decades covering some remarkable achievements and landmarks.
One thing the Sales Masters have in common at Brian Jessel BMW is lengthy service, with many chalking up more than two decades with the company. They’ve seen many new products come and go and the experience they’ve amassed is beyond price. They really know BMWs.
One thing the Sales Masters emphasize is the need for developing customer relationships and building trust with buyers, often over many years. It’s vital to keep in touch with buyers and earn their confidence and, of course, they do just that and customers return repeatedly for their next BMW. A lot of business is gained by referrals from customers who’ve had a good Brian Jessel BMW buying experience and pass the word on to their relatives and friends. Referral business is very strong at Brian Jessel BMW thanks to a careful p[=’-rocess of building sound customer relationships. Leasing is very popular with buyers, mainly because so many of them want to change cars as new models and major upgrades become available.
For the average buyer at Brian Jessel BMW, a three-year lease is the way to keep upgrading and taking advantage of the ever-changing technology that characterizes the global automobile industry. About 70 per cent of customers follow this route and BMW brand loyalty plays a part too. Brian Jessel BMW’s status as Canada’s top dealer is even more remarkable when considering that close rivals in eastern Canada are drawing customers from far greater population bases.
At the heart of this success is a highly accomplished sales team led by salespeople with that prized BMW Sales Masters logo on their business cards. With leadership like that, customers can be sure that they’re not just buying a vehicle — they’re investing in a long-term relationship and assuring themselves of many years of driving satisfaction in a world-beating product.
Valentino Almeida
Cary Lau
James Au
Calvin Lam
Khan Parveez
Terry Chen
