BMW dealers in Europe taking part in the automaker’s Product Genius program are getting a financial boost. The tech-savvy employees’ no-pressure explanation of the features available in BMW’s vehicles has boosted the purchase of high-margin options by 10 percent to 15 percent, the company said.

The Product Geniuses are part of a comprehensive new program called Future Retail that BMW started rolling out at all of its 3,250 dealerships worldwide this year. The total number of Product Geniuses will rise to 2,000 in early 2015 from about 1,000 now, Ian Robertson, BMW board member for sales and marketing told Automotive News Europe at the Geneva auto show last month.