People are not always really looking for the lowest price but the last place that they can feel empowered.

The auto industry has not risen to the same social-economic status with other retailing industries because some one has to be or made out to be the bad guy or diversion for other industries.

Let me tell you I have told friends and family time and time again that if they would focus, research and spend the same amount of time on many other purchases, the savings would be ten times greater.

Buying a home, jewelry, clothing, INVESTMENTS, IRA’s and MUTUAL FUNDS, even carpeting to name a few.

The margins and especially commissions on some far exceed the total profit made on an avg car deal.

It is ridiculous because a home sells for 1M in comparison to 350k that it makes any sense that the commission should be higher?
Bull to any realtors that it’s more work and for certain of the fact that they spent more money out of their own pocket to sell the higher priced one.

I bought a house for 500k and the realtor showed me 5 homes in one day. I bought the one I found by researching. They made and got half of a 30k commission and they sucked and had no clue of or even sincerely asked what my needs and what is important to me.

When a stock goes down or loses money it’s the markets fault but when a vehicle depreciates as it is supposed to do, “that no good salesperson or store that sold it to me” is at fault.

The fact is the auto industry as a whole have spent so much time competing with each other that of the 10B+ ad dollars spent yearly on loss leaders and gimmicks that by know that they would have finally come together to positively promote and betterment of the industry.

I had mentioned in this blog briefly about why there isn’t a retail automotive union and the same current mindset by dealer principles and manufacturer’s applies.

Enough ramble and all the best from the Windy City.
Pete

For those who don’t use or like excel, don’t offer. It should be evident from discussions how financially and/or computer savvy a buyer is–and if you aren’t sure, just ask!

Don’t offer a deal unless you are prepared to honor it. Good communication at all times. The personalized emails, etc are utter BS and a waste of time, if not insulting–but pointing a customer to a legitimate INFORMATION source is a good thing.

Treat me with respect, offer me a GOOD deal that I can verify for myself (emailing me an Excel spreadsheet containing all numbers is a nice touch), follow through with promises (even a quick “I can’t have those #’s till tomorrow” is fine and totally acceptable) and NO BS and I’ll buy from you and send you my friends as well. BS me and instead of squeezing me for $100 more, you’ll lose the sale entirely.

Personalized emails, pictures, video.
Lowest prices on new cars – buy wholesale.
Good finance rates.
Options for down payment (200, 500, 1500, 0 down)
Highest Trade value – trade for retail.
Quick Sales process.
Clean car on delivery.
Great walk around on delivery.

One of the things I ask all my prospects is powerful and differentiates me from most others in my market:

“Mr. Customer, what is going to be the most important thing about the next vehicle you buy?”

Armed with his answer, he will tell me exactly what I need to know to sell him a vehicle.

Have a great day!

Chris
Nissan i-sales

I don’t get it!!

I’m not trying to peg you. While your electronic communication often comes across angry and sometimes combative, I honestly respect your view of our industry and hope you don’t think I harbor any hard feelings or ill will toward you.

It should be clear to anyone that reads or contributes here at DR that you’re an experienced, intelligent guy. I did read your “Winds of Change” article previously and agree that the businesses you highlighted are indeed “game changers.” I consider myself a member of the “game changer” fan club and try to genuinely encourage more change.

It will not come as a surprise to anyone reading these comments that I believe in treating people the way you like to be treated yourself. Yes, it may seem simple and to some maybe even naive, but in the end all the arguments about the industry differences can be tied together based on very basic human interaction.

If someone treats me in a way I find offensive, condescending or manipulative, there’s a good chance I will have trouble liking them. If I don’t like them, I won’t believe them, I won’t care about their knowledge/confidence and I absolutely won’t trust them. For me… no trust, no sale! Perhaps I’m the minority, but I doubt it.

Do you really think that we see things all that differently?

Respectfully,

Shaun

http://www.dealerrefresh.com/my_weblog/2007/10/the-winds-of-ch.html

>>>… Let’s talk about auto retailers that are busting the mold and trying to offer the shopper a fresh new “shopping game”. The game is still alive and well, consumers still need and want to smell, feel and touch but they are hungry for a “new way” to buy.

Who dares to be different?
Who among us is hard at work breaking the (perception) of the auto sales business model?… <<<