Cadillac will work with the Ritz-Carlton hotel chain to polish dealers’ skills

Cadillac dealers will be treated to a Ritz-Carlton program that will help them polish their skills in selling to luxury buyers.

The Ritz Carlton hotel chain, which is well-known for its excellent service, will conduct the program in a series of regional meetings this month and next, according to Kurt McNeil, Cadillac sales and service vice president. At the New York Auto Show, McNeil told reporters that the meetings will be “the beginning of a process” and that there will be follow-up sessions this fall. Don Butler, Cadillac marketing vice president, said that the program will focus on customer treatment instead of facilities.
Read Article

91z4me - 4/2/2010 4:48:38 PM

0 Boost

http://tommcmahon.typepad.com/photos/uncategorized/2007/12/19/ritz2b.jpg

thstone - 4/2/2010 5:18:50 PM

+1 Boost

I think that the Caddy dealers need to learn to sell the brand-promise from top to bottom. From the look of the dealership when you drive by to how you're treated on the showroom floor to how they handle a warranty repair in the service dept. That is what the RC people are all about.

Now, if Caddy could just define and communicate their brand promise, they might stand a chance. And no, the slogan "sell more of whatever sells" is not the right path.

topneuro - 4/2/2010 5:20:40 PM

+3 Boost

Forget Cadillac, BMW dealers need to be treated to a Ritz-Carlton program that will help them polish their skills in selling to luxury buyers.

Lexxxus - 4/2/2010 6:01:05 PM

+1 Boost

Probably true...but it doesn't seem like BMW needs professionalism to help sell their cars. I have noticed that Cadillac dealers in my area have stepped up their game a bit. I was present with friends when they walked out of two separate BMW dealerships due to, what they felt, were arrogance and down-talking on the part of the sales team. One went with Infiniti and one went with Audi. I must say, there is nothing quite like the allure of a brand-new BMW though. Unfortunately, I have yet to own one.