The glaring mistakes of a well-intentioned sales team.
I was excited about buying a nice new car, but like many of your clients, I was dreading the process. As a service advisor trainer who specializes in teaching the differences between selling to women vs. men, I’m in car dealerships all the time. However, since I have limited exposure to the sales departments, I can offer my story as a fresh, and hopefully helpful perspective.
It was raining and 59 degrees in Florida. That’s like a blizzard to you northerners, so this is an indicator that I meant serious business! My financing was prepared, and I was determined to leave the dealership with my shiny new car. I didn’t yet have the exact model picked out, but I had done the research to narrow my choices, and I carried a list of my “must have” features.
First mistake: I was not directed to the right person.
While doing my research, I had contacted several dealerships through their websites. Some of them followed up, but many did not. A nice young man I’ll call “Kevin” responded to my inquiry. I told Kevin what I had in mind, and that I would be coming in Saturday for a test drive. After hearing my list of “must haves,” he assured me he had two of the cars I was looking for on his lot.
Once I arrived at the store, I completely blanked on Kevin’s name. (Cut me some slack here, I’m over f..…never mind!) A salesman approached me, and I let him know I had spoken to someone in internet sales, but couldn’t remember his name. “It doesn’t matter,” he responded, “Those guys get enough leads!”
This new salesman (I’ll call him “Jim,”) made no effort to find out to whom I had spoken. So besides being slightly embarrassed, I was now inconvenienced because I was starting all over again. But still, I was determined to proceed.
Click below to read the full article:
Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.