Buying a car is one of the tasks in a lifetime I would rather do via mail order. Or instead, maybe hire someone to handle the transaction for me! Like many people, just thinking about dealing with car salesmen makes me shudder.
Recently, I approached a dealer in search of a car for my son. I told him as we shook hands, “Joe, I’m in the market to buy a second car because my son is about to get his license. I only have 30 minutes right now because I have to pick up my kids from school. I’m not going to buy today, but I do need to get my search started. I’ve been a longtime customer at your dealership. I’d prefer to give you my business if you have the right car for me. Can you show me around for the next half hour?”
So Joe took me around his lot and pointed out a few cars he thought would be ideal for a family with new teenage driver. We even went for a short test drive. As the half-hour window neared its close, I shook Joe’s hand, thanked him for his time and told him I’d be back to take a closer look. And then, with a sigh, a shrug and a sing-song voice, he said, “We-llllll, I hope this car is still here by the time you come ba-aaaack. I’m sure it’s the best one for your son. Yes, that’s his car! And it’ll go soon. I know it! You better not wait too lo-nnnnng.”
The instant Joe concluded his “time-sensitive” warning, our business ended—permanently.
I was clear when I introduced myself. I told Joe I had only 30 minutes to spare. I told him it was day one of my search. I told him I would not be buying that day but would like to give him my business if his inventory met my needs. Yet despite my clarity, delivered up front—giving him the option to engage or not—he ignored my comments and pressed, using the ol’ scarcity guilt tactic, a stunt I loathe.
I can think of only one salesman who made the process of buying a car tolerable. Why? Because he did what I asked. I told him, “I don’t want to negotiate. I don’t want to play the “let-me-talk-with-my-manager-and-see-what-we-can-do-for-you” game. But I do understand you need to make a fair profit. I just want to know the list price of the car and the lowest price you’ll offer.” He gave me two numbers. The end. Deal.
Imagine if buying a car was like going to the grocery store. The price of the item on the shelf is the price you pay. There is no microscopic print on the packaging that says the price is legit only if you’re a college grad or a military veteran. There are no extra ingredients or parts you have to purchase to make the product more enjoyable—which raises your bottom line significantly. And, there are no surprise fees and exorbitant taxes you discover only when the final bill is tallied. Yes, imagine!
Certainly, all car salesmen are not tricky. Many are straight shooters who provide excellent service. Yet even the good ones suffer the stereotype that all car salesmen are manipulative cheats. Unfortunately, the distasteful behavior of a few can affect the reputation of many.
The bad reputation syndrome is not exclusive to car salesmen. Other professionals, such as attorneys, insurance brokers and politicians, have acquired a bad rap, too. Typically, the greater the need of the customer, the more leverage certain professionals exercise—not always in good faith. In a sense, they gotcha!
If profit at the cost of integrity is your motive, then go ahead—close shady deals, chase ambulances, make empty promises. If friendly service and consistent satisfaction are your goals, then listen to your customers, adjust your style to their needs and deliver whatever you promise. The reputation that business owners and leaders choose to cultivate is at the mercy of the “messengers” they employ. The lesson: visualize the experience you want to create for your customers every time they engage. Then, hire a sales force who, by nature, will make that experience happen.
The impression you and your sales team make helps build your reputation, whether good or bad. Take control. Even if your industry is known for eyebrow-raising ethics, then stand tall among them and defy the trend. You will increase your chance for success exponentially.