The Ultimate Selling Machine

By Published on .

Ernie Schenck calls this salesmanship? Not quite. Schenck, looking to buy a new BMW, expected a certain degree of performance and class from the dealer. What he got instead was a cliched line of banter straight out of central casting.

Writes Schenck: "My question to BMW and any luxury brand, really, is: why? How can a company invest so much time and energy and so many marketing dollars into nurturing and cultivating a brand like BMW, only to see it unravel at the dealer level? ... Memo to my compadres at GSD&M: Consider impressing on the guys in Germany that brand experiences don't begin and end with TV commercials or virals or vodcasts. They carry down into the showroom as well."
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