Our previous articles have been largely aimed at buyers, but we would also like to share some insight with all the dealers out there as well. Here are three things all car dealers should know about car buyers:
The media make a good living out of demonizing you.
During any given week, we (buyers) are sure to find several articles on Yahoo! news, CNN, or one of the other news sites that tells us how car dealers try to screw us over. And when we are actually in the car market, we are flooded with “how-to” articles detailing how to avoid your tricks.Have a look at Ottawa car buyer for more info on this.
The media isn’t just making these stories up, though. After all, according to the Better Business Bureau new car dealerships were the 4th most complaint ridden industry in 2009 while used car dealerships ranked 7th. But even still, it seems that whenever it is a slow day on the news desk pumping out another article describing dealers’ awfulness is an easy way to produce some content.
Buyers’ expectations when they walk into a dealership are that they will get pushed around by a salesman, they will endure time-consuming and uncomfortable negotiations, and that they will overpay for the car that they actually want. And that is just what buyers expect. Buyers are generally not surprised when the vehicle they came to see is no longer on the lot or that the advertised price was an amazing sales deal that just ended yesterday. This tends to cause a lot of unwanted stress and anxiety on the buyer’s part. In the car business, dealers call this “burn-out.” Nothing is worse for a dealer than a burned out buyer because that buyer will always feel as if they’ve been taken for a ride.
Although this seems bad for dealerships, I’m not so certain that it is. Because dealers have the ability to change many of the negative perceptions of the buying process, this is an easy way for any dealership to enhance its competitive advantage. Imagine a courteous dealership that genuinely tried to figure out its customers’ needs and recommended appropriate models and features. Imagine a dealership that understands that buyers have so many other priorities in life and that the car-buying process needs to be quick. Imagine a dealership that trades unpleasant negotiations for transparency. That is the dealership buyers want to patronize.