I have considered writing a blog and more about the car buying process
I have thought about it for a long time and realized there are many books, blogs and newscasts all with the same theme. "How to beat the dealer"
After several years and having customers come in with unrealistic numbers and requests I have thought where do they get this information. And when I say no; why do the customers become so upset. The reason is obvious they simply do not believe anything I am telling them because Edmunds, or any other news reporter or blog, hired some kid to work in a dealership for 2 weeks and he has told them how the whole process works.
My solution is start from the beginning. It is about teaching the buyer how to negotiate not beat the dealer. Lets face it the customer no matter how many books, magazines or internet blogs will ever learn enough to be able to get a better deal then the dealer is willing to offer. In fact I consider it a challenge to make more gross the more unreasonable they are. If a customer is reasonable from the beginning it goes faster and I am more open to offering discounts or items to be thrown into the deal.
But here is the question...what is a fair deal?
That is the idea and concept I have. While many have tried to address this I have yet to see anything that is so easy and so clear that a customer feels not only informed but feels the information is reliable.
I wish to expand on this but first....What are your thoughts...?
Replies to This Discussion
-
Permalink Reply by Steve Richards on
-
Robert, great topic. Often the confrontation that takes place during the sales process is prospect driven. I am often asked by my "civilian" friends the best way to buy a car; I give them the following advice.
1.Once they've determined or at least narrowed their vehicle choices attempt to find the best sales person at a dealership or dealerships that sells the model they want.
2.If they can't find a name (or I can't provide them a name) I tell them to ask the receptionist "who in her opinion," is the best sales person to purchase from; usually receptionists know.
3.I tell them to be totally TRUTHFUL with the sales person they meet; believing that truth begets truth.
4.I tell them to let the sales person know they will pay a profit; but they don't want to be "deal of the month."
5.I suggest they let the sales person know they will NOT be party to a "stupid" test; and such test will result in a no sale. (The stupid test is laying the MSRP + Addendum down and in order to test the waters, asking them to buy at that price.)
6.I coach the "civilian" to do their research so they have an idea of what a good price is; I further let them know I know most dealers sell their cars for about the same price.
7.I tell the "civilian" that most sales people are personable, honest, hard-working, smart, and underpaid and to treat them with respect - it quickens the process and makes it far more pleasant.
8.And finally, I tell anyone about to buy a car that the "villain" is the moronic sales process employed by most dealers; not the sales people they will engage.
-
Permalink Reply by Car Shop Mobile on
-
This is a great topic but one that will always remain unclear and will change often. You see what we fail to remember is that while you may be correct about Edmunds and other services the fact is that many times the customers offer is based on what they have seen or think they have seen in an ad or on TV minus a couple thousand :). I think most people who come in with an attitude are really just putting up a front thinking it will help them negotiate better. After all they are just like you and I, they just want a great deal. I think if your goal is to teach consumers how to get a better deal then you need to teach them how to shop. Negotiating can come in to play but shopping the deal, the whole deal, would be a good approach. Teach a customer that its not about the best price but about the whole deal. The service, atmosphere, people, reputation. People get so hung up on price that many times they buy the car from the wrong place. Remind them that if they arent shown proper treatment when they write a check for 30,000 then how well will they be treated when they come back and spend 30 for an oil change. I like everything that Steve posted and to add just one more please remind them not to forget who sponsors their hometown baseball teams, buys all the chicken plates from the local churches, and supports the town that they live in.
-
Permalink Reply by Mark Ragsdale on
-
Robert,
My book is all about explaining the biz to consumers. It is far too easy for policymakers: automakers, banks, the government, and unions to villify car dealers. It is part of our american culture in fact.
Please have a look at my site. I would love to have you blog there!
www.markragsdale.com
Blessings,
Mark
-
Permalink Reply by Steve Richards on
-
Agreed, it's about the whole deal, price, right vehicle, correct finance terms, warranty, roadside assistance, dealer service "perks" (car wash, discounts, loaner cars, shuttle, wi-fi, refreshments, rewards programs, etc.). The problem is most dealers still use an archaic sales process that has elements from the 1950's. Sales people aren't taught how to sell the "big picture." Instead they are taught to administer the "stupid test" which is designed to ferret out that rare customer with an 800 FICO score and an 80 IQ. For every one of those "full gross" deals captured, we infuriate 50 prospective customers.
It's 2010. Customers still aren't great at buying, but they have come a long way in the last 30 years; the dealer sales process has not.
-
Permalink Reply by Robert Hildreth on
-
I have enjoyed the thoughts and time all of you have taken.
"Car shop mobile" you said something rather important. It goes to the root of my whole mindset. It is about the whole deal, but first to understand that, we have to help the average consumer first. #1 What is a good deal for any product anymore? Day 1 trainning with me starts with, "welcome to the car business. Before we begin I want you to understand working with me means you are not in the car business. You will be shown how to be a professioal sales person who happens to have autos as there product." With a puzzle look on there face I smile and say, "it will make sense as the days pass. For now I want you to forget anything you ever heard or read about typical auto dealers."
Mark, I read your bio and background. I am sure I will enjoy your thoughts as I go through your material. I am totally open to others thoughts and ideas. I will contribute to your site and hope to hear more from you. I have put off writing for years. English and writing have been my biggest struggles through school and in my professional life. However, speaking in groups and in front of crowds I love sharing my energy. I hope to get to know more about you and what you do.
Steve, twice I have been most impressed with your mindset and thoughts. In my current adventure I have once again met a group of good people who are stuck doing things the old way. While I am working on slowly changing the way the group does business I am taking it slow. Having to get the buy-in first is always a challenge.
My hopes are to change the current dealer so drastically it becomes well known Nationwide. (Yes I like lofty goals.) While getting my name better known professionally with peers at the same time building my name for the public.
Customer service has to be more then some tag line and a slogan.
-
Permalink Reply by Steve Richards on
-
Robert, keep your goals lofty! And I strongly suggest you read Mark's book. I bought it with low expectations, but learned more about the factory-dealer-government dynamics in a day than I had learned in 32 years of working inside our business. I had worked retail, invested in dealerships, and done work for five factories - I though I had a clue. Mark's book, well-written, and as objective as a dealer can be :) - was extremely educational. It is a good read and should be mandatory for anyone in our business.
Robert Hildreth said:I have enjoyed the thoughts and time all of you have taken.
"Car shop mobile" you said something rather important. It goes to the root of my whole mindset. It is about the whole deal, but first to understand that, we have to help the average consumer first. #1 What is a good deal for any product anymore? Day 1 trainning with me starts with, "welcome to the car business. Before we begin I want you to understand working with me means you are not in the car business. You will be shown how to be a professioal sales person who happens to have autos as there product." With a puzzle look on there face I smile and say, "it will make sense as the days pass. For now I want you to forget anything you ever heard or read about typical auto dealers."
Mark, I read your bio and background. I am sure I will enjoy your thoughts as I go through your material. I am totally open to others thoughts and ideas. I will contribute to your site and hope to hear more from you. I have put off writing for years. English and writing have been my biggest struggles through school and in my professional life. However, speaking in groups and in front of crowds I love sharing my energy. I hope to get to know more about you and what you do.
Steve, twice I have been most impressed with your mindset and thoughts. In my current adventure I have once again met a group of good people who are stuck doing things the old way. While I am working on slowly changing the way the group does business I am taking it slow. Having to get the buy-in first is always a challenge.
My hopes are to change the current dealer so drastically it becomes well known Nationwide. (Yes I like lofty goals.) While getting my name better known professionally with peers at the same time building my name for the public.
Customer service has to be more then some tag line and a slogan.
© 2024 Created by DealerELITE.
Powered by
