Buying a new car taught me a lot about how the automobile industry is reacting to a changing marketplace. The experience gave me some good lessons that apply whether you are shopping for new wheels or just trying to keep your business rolling.
Your Process May Not Be Mine
I decided to have a very focused buying process, one that would not see me spending endless hours in a dealership. After researching cars online, I found some models I liked. I then went to dealerships to test drive them. During these visits, I politely declined to further discuss buying the cars, saying that my buying window was four to six weeks down the road.
I could see that this delay caused some sales people to get nervous. They have a very hard time, thinking about the future, as they are motivated to make a deal immediately. Their needs and my expressed needs did not match up.
When people have options, remember that you may not be one of them.
The Deal Doesn’t Begin in the Dealership
After I found the car I liked, I researched the price online. With that knowledge, I then emailed three nearby dealerships. I told them about the specific model I wanted, that I had already test driven it, how I would pay for the car, as well as information on the car that I planned to trade-in as part of the purchase.
I asked each dealer to give me the number I would need to write on the check, in order to buy the car. I encouraged them to give me any other supporting information that would explain their offer and/or any dealer fees. I also said, truthfully, that while I was eager to buy, my time was extremely limited. I was not interested in a long, drawn out negotiation.
Be open to customers who are educated about the marketplace.
Silence Says a Lot
The results were surprising. I heard back from one of the three dealers in about an hour. That salesperson gave me exactly what I requested.
The other two dealers seemed confused. Despite the fact that they advertised Internet Sales Departments, they seemed unable to process my request. Instead I received boilerplate emails that encouraged me to come in for a test drive.
I responded by resending my message stating where I was in the buying process and how I had already completed a test drive.
Again, I received generic comments back. It was obvious that the person on the other side of the computer did not have the ability to answer my request or quickly find someone who could.
When you ask people to contact you, be prepared for their message.
When Someone Says, “Fast,” They Mean It
About a week later, different people from the two slow-to-respond dealerships reached out to me. By then, I had already bought my new car from the dealership that responded first.
There’s a big difference between second place and first.
Don’t Hold Back
The winning dealer earned my business by accommodating my needs. I was pleased that its no-hassle promise extended to the actual purchase of the car. The transaction, from when I parked my old car to when I left in a new one, took just over two hours.
If you promise something, deliver on it.
Anything You Do Can Be Easily Shared
I’m not naming any of the dealers from this story. I’m not interested in shaming those that are clueless or using my blog as free advertising to the one I liked. I’m happy with the deal I received but I also realize that a lot of people read my blog.
I do believe that the one that met my needs understood that the transaction was about more than just the sale. I’ll be returning to get my car serviced there and will privately share my experience with friends and family. The long view is worth keeping in mind.
Earning a sale and gaining a customer are not always the same thing. Understand the difference.
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