BMW is joining the conga line in retail in which the brick and mortar space is to engage prospects, not necessary close the sale. That reduces inventory for retailers which are embracing this model. And can increase total sales in an era when people hate to be sold to.
As The Wall Street Journal reports, BMW is adopting the Apple retail model of no pressure. Experts, not salesmen, will be available to explain the complex technology of the autos. Flat screens will transmit online videos providing more information, packaged to entertain. Here is that coverage (sub. req.)
This model could seep into how we market professional services, ranging from public relations to law. Those initially meeting with prospects would be a sort of a think tank to analyze the opportunities and pain points. There will be no attempt to close. The next step will be that of the prospects. They can contact the professional services managing partner for details about the terms and conditions of working together.
Intuitively, I have always known this was the way to go. The more I am in there on the prospect's side, enlightening but not selling directly, the more high-end business I get. During The Great Recession, when I went into a panic and pushed, I wound up bottom-fishing.