One of our major UK clients is BMW (UK) Limited. Their initial brief was to successfully launch and deliver a range of certification courses for BMW and MINI sales executives, around 1500 people in total throughout the dealer network.


BMW wanted to improve selling skills to match their premium brand proposition and address some of the more complex issues of retail standards within the automotive industry. There was a requirement to assess as well as train 1,500 people with very different levels of experience and length of service.


The Sales Certification programme was run as a three or five day residential programme utilising one of the most powerful action learning approaches; the Coaching School Approach. Twenty-six participants and two senior trainers in conjunction with four actor coaches and reality based scenarios involving the cars… formed part of this high intensity, highly participative workshop.

The solution included:

  • Setting up and staffing a dedicated office
  • Dispatching 1500 sets of participant pre-course work
  • Pre-course on-line testing of participant knowledge
  • Complete resource management including booking and managing delivery teams, venues and participant attendance
  • Measuring and accrediting participant pass/fail certification
  • Monthly client MI
  • ROI measurement


Participant feedback was without exception very positive and an immediate improvement in sales results back in the dealerships made the programme very popular with the Sales Managers and Dealer Principals.

Lee Nicholls, project manager for BMW (UK) Ltd had this to say:

“I would like to thank you and your team for the way in which you have managed the Sales Certification project for BMW UK.

Your support, commitment and dedication to this project have been of the highest standards. You have taken care of every detail and eliminated any potential risks that normally arise when conducting a project of this magnitude.

We would not have achieved this phenomenal success without you.”

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