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Smart Shopper Stories from the Sales Frontlines
48055 messages, Last post on Dec 03, 2009 at 7:51 PM
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Replying to: greanpea68 (Nov 28, 2008 10:05 am) 
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Replying to: alejandrom (Nov 28, 2008 9:45 am) There is nothing much you can do about a stupid customer - it really comes with territory. I'd dare to say your industry (automotive retail) groomed a special kind through decades of its practices - you know, those rampant fees, mop&glo, "sticker means nothing" approach, insulting screamer ads, etc. Those who don't have time and inclination to put some real time into learning the way of your business, take from this that "anything and everything is possible" - if so making $15K offer on $25K Sienna is not as outrageous in their mind, as you think (especially that I'm sure your Used Car Manager made some similar bids being on the other side, hasn't he?). Why is it they come to Best Buy and pick up that new iPod or Bluray never asking what is invoice on it, or what the markup is? Most don't question the price because they know it's a real one. It's printed in the paper, posted on the merchandise and when you go to register "beep" - yes you guessed, it's one on your receipt. You guys in the business chose to go different way - for hope of a "whale" home run customer, you decided it's better to approach every single transaction from top profit. In exchange you have to cope with those wild shots. They think "Sticker is $25K for that Sienna. Let me try $15K - last week Best Buy had 50% off on couple of TVs, so 20% off isn't probably big deal". Best Buy and Sears are their point of reference. Those more educated (but not thoroughly) may actually have read about the invoices. However, they also read about holdbacks, bonuses and what not, so they go and shoot for tripple net and expect you to take it, even if you just sold fifteen of those last month for five hundred under sticker. For them, you making one dollar profit is one dollar too much. Then you have a former domestic customer. Last deal he/she got five thousand cash back and zero percent loan. They don't understand concept of demand and price adjustment. All they know is before it was this and now you want that. The only way you can do is say "I believe my product is worth more and the market did not force us to make such deals - if you can't live with that go and buy that Impala again". One more thing - surveys show again and again that worst buying experience comes from stores like yours, i.e. large volume import superstores (Nissan, Toyota, Mitsubishi, Honda tend to be lowest customer satisfaction from purchasing process). The culprits must be the ones in charge - the owners and managers. You have superior product and lower margins, being surrounded by guys having exact opposite. That must be a toxic combination when it comes to creating customer experience. They want your product, but those other guys offer them "deals", so they want "deals" from you, too. You offer none (today it's more like you offer less), on top of which your owners tell you "we want more from each purchase". That must be a killer. Now, in worsening economy even you guys may have to watch it. Tables may turn, at least for short while, as it takes time to adjust production levels to lowered demands. If anything, you may experience even more spite, more people waiting "everything" from you and you may have to accept it more often than before. At least for now...
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Replying to: fezo (Nov 28, 2008 10:46 am) |
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Replying to: fezo (Nov 28, 2008 10:46 am) |
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Replying to: alejandrom (Nov 28, 2008 10:32 am) How dumb is that? That will gaurantee that I look for another place to get my car serviced. And from what I read hear, the service dept. is a big profit center for a dealer. And I withdraw my troll comment about you. You seem like a decent guy who is working at an old school dealership and is kind of down now. Follow the advice of other sales folks here that have been in your shoes, find a shop that fits your style. Also, you'll find that the folks here not in the biz like myself are more of the customers you'd like, educated about the process and price, courteous and professional. You wouldn't make a killing on the sale with us but we won't waste your time and you'd get a perfect CSI. |
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Replying to: dino001 (Nov 28, 2008 10:50 am) So true when I worked at Honda. The markups were tiny to begin with, so we had about $1200 to play with on a Civic. When we came back with first pencil, it was about $240 off. Wow Mr Customer, what a deal!! we yelled! Customers who were used to getting thousands off their domestics were almost insulted. Then there were those who were looking for huige 0% financing, and as somebody metnioned earlier, I'd say: "Are you buying a car or an interest rate? Cause if you want a deal I heard the Cavaliers were being blown out for chump change!!" The best one I heard from a customer when we did have 0%: Customer: Can you do any better than that? Me: ummm, what's better than 0%? You want me to pay you to finance the Honda? 
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Replying to: alejandrom (Nov 28, 2008 9:21 am) Everyone likes to think they are. Now when I was in sales I can attest to the fact that a lot of my fellow sales professionals were sadly lacking in product knowledge. Not most but a decent percentage of them were, I would presume not much has changed in that respect, I also do remembering the occasional customer whose knowledge of my product surpassed mine (and I studied my a** off on ours and our competitors product). That being said I know that there are times when the customers product knowledge outweighs the salesman. Now what I was saying is that Just because someone doesn't work at something doesn't me they don't know what goes on, I was also saying that for anyone it is important that they get feedback from people in order to grow. The same is true for any salesman, listen to what the customers are saying and you can learn something. |
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Replying to: boomchek (Nov 28, 2008 10:58 am) Customer: Can you do any better than that? ROTFLMAO......That one takes home the trophy. |
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Replying to: laurasdada (Nov 28, 2008 10:42 am)  . Their other saleguys were probably a bit more average, but they sell mostly those Foresters and Outbacks anyway, which are completely different kind of customer, too. Generally - Subaru being a niche itself, may also have a niche sales force. I must say all but one dealerships in my area were "nice guy-low pressure" types that I like buying from. To see the difference, it's enough to show up at one of those "other guys" places. Yuk... 
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How dumb is that? That will gaurantee that I look for another place to get my car serviced. I know I would. If I can't walk around the showroom floor without being bothered then I'm going somewhere else. But that's what they want us to do. If someone walks on the lot and god forbid they say..."we really aren't buying anything...we are just kicking tires" you have to go get a manger to talk to them. |
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