Why Customers Are So Defensive, from Dealer Elite.
During my training seminars all over North America, regardless of whether I am working with Salespeople, Managers or Dealers, one question usually comes up at some time during the program: Why are Customers so defensive?
Anyone in this business who has been working directly with Customers for more than a week probably takes for granted that it’s par for the course. The common public perception of our trade often lends itself to suspicion and mistrust on the part of Customers.
I’m not saying that we should accept this as the way it is and live with it. The truth is, it’s understandable for a potential customer to come to a Dealership with their defenses on high alert when they are looking for a new car. Since there are a lot of reasons for this, let’s take a look at some of them, learn what they are and find out what we can do about it.