What Car Dealers Won't Tell You
you expect any less of a good salesperson? They know that they will make more money in the long run if they develop a list of very satisfied customers. These "professional salespeople" realize that every sales transaction must be a win/win. They know that their customers must leave feeling that they have received, and will continue to receive, good value for their money.
At the same time, professional salespeople conclude the sales transaction knowing that they have made a fair profit for the dealership, that they've earned a good commission for themselves, and that, most important, they have laid the groundwork for developing the kind of ongoing relationship with their customers that will generate new customer referrals and repeat sales.If you're fortunate enough to deal with one of these "professionals," here is what is likely to happen:
The Greeting
You walk into the dealership and u2thin moments a professionally dressed salesperson-meaning that both the men and the women look as if they work for IBM or Xerox-greets you with a smile and an extended hand:
"Welcom,e to Good Motors. My name is "
As you answer they might present you with their business card. From this point they will probably adjust their personalities and demeanor to match your personality. If you're a no-nonsense, let's get down to business type, they will be all business. If you're what car people classify as a "pipe smoker," i.e., someone who says little but wants to know all of the facts and generally gives the impression of a college professor-they will become your information resource. If you're outgoing, gregarious, and open and regard car shopping/buying as fun, they will be your alter ego.
Qualifying-understanding your needs
After making you feel welcome in the dealership-expect to be offered a cup of coffee or a soft drink-they will direct the conversation toward what you're looking for in a car, van, or pickup and try to determine your price range. While there are certain pieces of information that you, as a buyer, will choose not to reveal at this time (more on this later), you do want to tell them which model and features you're interested in.
An astute professional salesperson is not going to mention prices, deals, discounts, or trade-in allowances at this time. Even if you bring up the subject of price, professionals will make every effort to have
you focus on the car and its ability to satisfy your needs before they discuss price. Their first objective is-or at least should be-to understand your needs and to show you a car that addresses those needs
"Hot Buttoas"
During what salespeople call the "qualifying" stage, the salesperson may ask you to identify what is really important to you:
"What's your number one priority in any car you decide to buy?"
Often, this will be the first time you've ever given the question much thought. Is it safety, performance, reliability, durability, resale value, or maybe even prestige? These are what salespeople regard as the "hot buttons." The value and importance you place on these "hot buttons" will eventually be one of the primary reasons you'll decide to buy one make or model over another.
Once good salespeople discover your "hot button"-that is, what's really important to you-they will build their presentation to make sure that you fully appreciate why this car or that pickup addresses your needs. Smart salespeople always sell the value before they talk about price.
The Preseatation
For a professional salesperson to be able to show how their product addresses your needs, they have to know everything there is to know about each model they sell. If you want to know engine displacement, they'll be able to give you the figures. If you want axle ratios, they'll know. If you want to know about crumple zones and air bags, they will provide you with a complete explanation.If you're a female buyer, they will treat you with respect but never with condescension. Good salespeople are "gender blind," and they gear their presentations to your level of need and interest, not to your sex. To put it another way, they will treat you as you want to be treated.
The Demonstration Drive
Once the car has been presented and you've had a chance to sit behind the wheel and ask questions, the professional salesperson will always invite you to take a demo drive. If you're serious about buying the car, take the demo drive. You owe yourself time behind the wheel to see if the vehicle meets your expectations.
