I don’t know about you, but I think there is a new generation of car buying — and most dealerships have yet to keep up. When I go to buy a car I have already done the research. I’ve looked at all the cars in my area online and narrowed it down to the two or three that are best priced in the best condition. When I walk into a dealership I know what the competition is offering, and I don’t need them to play games with me. Here is what I do need –
Someone who will listen
Listening is everything. I came to your dealership because I saw the car I wanted at a good price, and I’m not here for anything else. Don’t tell me what I really need or what the price is really going for, and don’t push me on extras I don’t want. Give me what I came for! If a dealership did this, you could be certain I would consider them again.
Someone who won’t make me ‘Sweat it out’
This is an old hat, if you are selling the car then chances are you know what the car can go for. Don’t go back to your manager fifty times to negotiate down the price. If you must go back more than two times and you still haven’t gotten the deal I came in for I’m leaving, and no amount of coaxing is going to make me stay.
Someone who knows what a good deal is
The last time I went in to buy a car the salesman offered us a free pair of wireless headphones, as if that alone was going to seal the deal. first of all, even though I like the DVD player, my three-year-old and one-year-old aren’t going to keep headphones on, it’s not really a primary concern. Second of all, I didn’t walk into your dealership thinking I’m going to get me some wireless headphones today! No, I came to get the car at a reasonable price and drive away feeling good about my purchase, something like headphones isn’t going to do that for me. I want someone who knows what a good deal is and is willing to help me achieve that.
Someone who knows how knowledgeable I am
These days car dealerships should know that their customers are doing boatloads of internet research for days in advance. When I walk into their establishment I want to be treated like I know what I’m doing. I don’t need my hand held. I may be a girl, but I’ve been here before and I’ve done the work ahead of time. Just treat me as if I am one of your associates and I will have no issues buying a car from you.
When it comes down to it, buying a car is a huge leap. It’s not like going to the store every week. It is a experience where I am looking for the best bang for my buck, and that includes how I’m treated in customer service. Treat me well, and I will think of your dealership again.