BMW

At a glance

• Client: BMW
• Industry: Automotive, premium
• Training format: Individual training, sales adviser
• Focus: Needs analysis and closing in the showroom
• Trainer: Graham Hulsebos, best sales trainer of the Netherlands 2025
• Method: 12 sales techniques and 11 scientific topics

My approach at BMW: Direction at the advisory table

With a premium brand like BMW, everything revolves around the experience, but ultimately, the contract still needs to be signed. I trained a BMW sales consultant to transition from a friendly conversation to a razor-sharp conclusion. In the automotive sector, I often see consultants focus too much on the technical details, while the sale is decided by psychology and direction.

During this intensive sales training, we immediately applied my 12 techniques in the showroom. We worked on taking control from the moment the customer steps through the door. How do you conduct a needs analysis that uncovers the true emotional buying motives? And how do you use the 11 scientific influencers to maximize goodwill?

The result of this sales training is an advisor who sits at the advisory table with much more authority. They don't wait, they guide. This sales training has demonstrably increased the conversion rate from test drive to order, simply by asking the right questions at the right time and confidently asking for the deal.

What this delivers

• For BMW: more conversations that end with a signature.
• For their customers: an adviser who first understands what they are looking for, and only then shows the car.
• For automotive: the sale is decided on psychology and control, not on technology.

Do you want this for your team too?

Do you want to take one adviser or a small team to a higher level? Then personal coaching is the fastest route to more closed deals. Who would not want every customer conversation to run deliberately and by system?

The approach at BMW fits the individual 1-on-1 coaching or classroom Sales Masterclass. I tailor every training to your market, your product and your customer.

Want to know where your team stands first? Take the free commercial intake test. Or see other clients and references.