We’ve all heard car buying horror stories and I’m sure you have a few of your own. Sadly, I decide I need a different car every 45 minutes. I also hate buying cars. I also need to mention that I was raised in the car business. It supported my dad growing up and it supported me. They were honest, hard working people and treated people with respect. Seriously. With all that personal baggage aside - what the hell is wrong with car dealers?
The car buying experience is not a good one. I can’t even say that it’s broken, because I don’t know that it ever worked. Sometimes it’s the salesperson who doesn’t know the product he’s selling, but acts like he does, sometimes it’s the high pressure ‘what’s it going to take to get you to buy this car today’, sometimes it’s the complete apathy, it’s always the insultingly low trade in value and it’s always unpleasant. What other industry can get away with this kind of behavior and customer dissatisfaction on a regular basis? Why do we tolerate it?
Oh yeah - if you want a car - you have to go to a dealer.
Here are a few recommendations to make the experience slightly better than going to the dentist:
1) Understand that this is a serious purchase. It’s not a new pair of pants. It’s $300/mo. until the end of time. If I’m not happy with my car - I’m not going to be happy with you for selling it to me. You can give me the facts and give me time to figure it out.
2) Interior design, anyone? Make the dealerships pleasant to be in. There are colors other than white. Salespeople need offices, not cubicles. Yummy snacks are good. Make me feel warm and fuzzy. Give the dealership a personality, a vibe of its own.
3) Be timely - If you have a website, update it! If you have email, read it and respond (preferably not in ALL CAPS and a month after it was sent). Follow up with me before and after the sale.