Last weekend I accompanied a friend to buy a car. She was looking for a convertible and was willing to consider different brands. We went to a BMW dealer first. She went for a couple of test drives and was impressed with the cars as well as the experience at the dealer. The salesperson was not pushy, he was attentive and knowledgeable. They spoke about value and pride of ownership. When we were done, the salesman asked if we wanted to see some numbers or if we wanted to have him send us some financials to review at our leisure.
Our second visit was to a Jeep and Chrysler dealership. The salesman was very nice, family guy with 5 kids, etc. We went on a couple of test rides and liked two of the cars. When we asked the pricing for each of the cars his response was . . “Well, which one do you like better?”. It depends on the price, we mentioned. He then said, “Well I can work up a better number if you tell me which car you prefer”. At that point, it became clearly apparent why I’ve given up on American cars.
We mentioned again, that we lilked both and wanted the best price on each. He asked us to sit down, then asked us to fill out a credit application before he went to the manager to ask for a price.
Why is it so hard to find out the best price on a car?
We were ready to walk out at that point, but felt bad for the salesperson who had spent quite a bit of time with us. The salesperson stayed in front of the manager for a total of 14 minutes, while we waited on the other side of the dealership. Finally, I got tired, went over to the manager’s desk and asked if there was anything wrong. The manager, who was wearing sunglasses indoors, pitched his head down and looked over the top of the glasses and said, “Well… I’m having trouble with the fact that you’re not committed to a car”. Sigh . . . . we left.
Why can’t the American Car dealerships see the obvious:
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Technology should be used to improve the product and the customer experience, not just to cut costs.
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Informational access has changed everything – I know your costs, I know your methods, I just want open and respectful treatment.
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Don’t manipulate the sales situation. Manipulate your offerings and my experience, I’ll do the rest.
Wake, up. You are not in the car business. You’re in the customer satisfaction business.
I supposed it would be best to have an American automobile industry. But I suspect its too much to ask.
March 29, 2008 at 7:44 pm |
[...] The Arab Aquarius wrote an interesting post today onHere’s a quick excerptManipulate your offerings and my experience, I’ll do the rest. Wake, up. You are not in the car business. You’re in the customer satisfaction business. I supposed it would be best to have an American automobile industry. … [...]
March 30, 2008 at 6:15 am |
If your experience were rare, that would be one thing. But American car dealers are caught in a culture that they created when they were in charge of the selling experience. Today, we — the customers — are in charge. But US auto dealers (or at least the ones I have visited) still think they are in charge. They play these silly games and we all know the game they are playing. They assume we are dumb as rocks but we walk into their showrooms armed with all the numbers we need to work our way through their defiant process of fake sincerity while they try to manipulate us. This is what on my blog (www.perfectcem.com), I would call a very IMPERFECT Customer Relationship. Thanks for sharing your story. If enough of us rant about this absurd way of treating customers, maybe they will wake up and realize why they are not selling enough cars to support their factories. No one wants to feel manipulated! — Dale Wolf
March 30, 2008 at 2:49 pm |
Dale, thanks for your comment.
I agree with you. It seems that US auto dealers are not accepting the shfted paradigm and are trying to force the old one back into the mainstream. Beyond the experience at dealer, the automobiles are equally dissapointing. not only in design, but in those little things that make us feel good about having spent our hard-earned funds. Yes, ranting long enough will make a difference as long as we are constructive in our critisism. Which brings me to your blog . .
I visited it today and was very impressed with its content and approach.
I will add it to my bloglist.
Thanks
March 31, 2008 at 9:41 pm |
Does the word “manipulative” come to mind here? “Trouble that you’re not committed to a car?” – He should be committed…
In my experience, some of the worst lines are, “so, what kind of payment are you looking for?!” (How about, $50 bucks? can you work that into your calcs?)
Other one liners I just love, “I would like to follow up next week, does
Tues or Wed work better for you?” –um, neither moron — and just how green do you think I am not to know what you’re doing?
as my brother used to say — you can’t con a con—
.. AND you can’t use canned sales lingo on sales people, and nowadays, that’s just about everyone – from “do you want fries with that?” to
“we have an extended warranty, it’s ONLY $1500!”
Ms. Auto Buyer –
(I’ve purchased 21 cars, and 3 motorcycles in my lifetime, due to a previous business – I’ve heard it all)
April 1, 2008 at 12:23 am |
Colleen,
Thank you for your comment. Actually, he did ask what we were willing to pay ! I guess I should have walked out at that point. He really was a nice guy, though. Which goes to show you, it wasn’t the salesperson, who clearly was as frustrated with the process as we were. He was clearly being told what and how to manage the process.
I would love/hate (not sure which) to be in the morning sales meeting in the dealership. I wonder what they say to drive and incentivize?
Scary thought.
April 2, 2008 at 11:29 pm |
The sad part is that the Sales person is taught this way, then ‘coached’ for poor sales achievement. Thank you for your additional comment.
May 30, 2008 at 3:46 pm |
Were you paying all cash for your vehicle? Because if you were not, and financing was required, you are – in fact – not in control of the deal anyway. You are able to buy a car based on your credit score, payment history, and more importantly, which lender will want to finance you. Depending on your credit history, this may mean you don’t get the BMW, but an American-made vehicle. You are going to drive what a lender determines you’re trusted to be able to pay for – NOT what you think it is your right to do. Keep in mind – the only “control” you really have is to control your credit so it is a very high score. That is the only way to really “control” this process. The fact that a salesman wanted to know which car you preferred perhaps had nothing to do with scamming you – it may have had everything to do with what he could get you into due to lenders guidelines and your credit score. Given that far too many of us are deadbeats and subprime buyers, we’re lucky that car salesmen are as courteous as they are to everyone, even after finding out you only rate a Kia.
June 1, 2008 at 9:44 pm |
IMHO – thanks for the comment.
Actually, It didn’t seem to matter whether I was paying cash or not. The salesman never asked. all he wanted to know was which car I prefered. The reality is, none of this matters if I didn’t understand it, as the customer. The result is I walked out. By the way, we ended up buying an Audi. The next day.
December 6, 2008 at 5:18 am |
I agree with you that the sales process is outdated and excruciating for customers.Have you ever went to a dealership and got attacked by one of the 8 salesman standing on the corner waiting for you? Do dealers really think that makes a good impression? You feel like the little pig waiting for the Big Bad Wolf to come and devour you.Oh, and have you ever tried to just look without being hassled? There is a new way called I’m A Looker that let’s you use a handheld PDA to shop for cars. The PDA has a girl named Lena who pops up and tells you all the information and features of any car n the lot, By the way she shows you what you want to see not what the salesman or the manager say you need to look at and she gives you true and accurate information.It is fun and informative.The system is new and it will be going to dealerships across the country.I do believe there are some dealers who do want to provide a good experienc to the customer and hopefully they wil get rid of some of those pushy salespeople and replace them with I’m A Looker,Next time you visit a dealership ask if they are an I’m A Looker dealer.www,imalooker.com
December 8, 2008 at 6:04 pm |
Chad,
thank you for your comment.
The new PDA-like device sounds great, although technilogy is hardly the problem. I am optimistic and hope changes will come as a result. I think the problem is in the mindset entitlement. The American Auto industry think they are immuned simply because they are American. Let me take my private Jet to Washington to ask them for $$, after I get a multimillion dollar bonus for loosing $$. Hope the PDA works.
Thanks again for contributing