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It's On My Heart: buying a new car
Just spent a few weeks working on buying a new vehicle. Spoiler alert! This article shares real car names,
details. Please just accept them as they
are, if you don't like the cars mentioned, that is OK. Not trying to sell you any of them, I am the
one who bought them. So here we go. My Subaru is coming off lease, needs tires,
seems to be a little smaller than when I bought it, all sorts of things going
on. So I went out to look at
vehicles. Took my young son Mike with
me, moral support and all that. We first
went to a Chevy dealer nearby, sort of a whim visit. We were just driving by, stopped in to
look. I did have an idea, wanted a Chevy
Equinox. They have made them for a
while, but this year is a re-design.
Consumer Reports gave it a great review, highest safety test results,
excellent mileage (32 MPG on the highway with 4 cylinder), it all looks good.
So
we talk to the sales guy. He asks me if
I need to have someone else involved in the decision. Good question, one that we should all ask,
politely. I say no, but we really were
just out on an errand, stopped by to look.
He said not a problem, showed me
a car that came in about an hour earlier.
Fresh produce, so to speak. So we
drive it, spent a good hour driving and working on a package. They actually did not have what I
wanted. My luck, these cars are very
popular, just don't see many on the lots.
Most are loaded up, lots of extras I am not wanting, and many are 6
cylinder, where you don't get that 30+ MPG.
He sees that my car is a lease, 3 payments to go. Now, I realize this is more information that
what you wanted, but it will be more important later on in this saga. So he says we could pay the three payments
now, end the lease, and take home the new Chevy today. Not gonna happen. He called the lease people, found out what
the payoff was, said I could pay it off, then take his car home, they would
give me about what the payoff was in trade.
Key word, "about". But I cannot
criticize, we were not taking the car home that day.
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So now we are excited about trading,
Amazing what you can justify when you are trying to get
something done. The human mind is
extremely powerful, it can convince you that you should do almost anything
using emotion, we justify it later with logic.
We go to two other Chevy lots in our area. One has the right color, just not the right
options. They tell me they have the car
coming in; it is exactly what I want.
Great, except it wasn't. Did not
have the options I wanted. We went to
two other lots, looked at some other vehicles, not even domestics, just to be sure. In fact, I stopped by the same store I had
bought my current vehicle from, they said I should come back when I am closer
to the lease termination. I never said I
wanted to buy today, that is just what they suggested. At another import store, we got
insulted. Realize that is a shock at a
car dealer, but it really did happen.
The young salesman actually did not tell me the truth, claimed we could
get over 20% discount on a new car, and more than my car was worth on a
trade. He was wrong. We left, rather fast.
Ended up a Chevy store in Fort Collins, not far from our
home. They also have the advantage of
being a Subaru store, all in same location.
We are members of Sam's Club, so we called, found out who to ask for to
get the Sam's Club discount. To be
clear, these are really popular, so there is not a lot of discount
available. The lady who I was directed
to, Wendy, asked me some questions about
what I wanted, what I had now. When I
told her I had a car coming off lease, and what the pay-off was, she said that
they would like to look at the car, there may be equity in it, they would
probably buy it out, not have to worry about putting tires on it, the $400
lease termination fee, over-miles charges, it would just go away. She asked me why I wanted the Chevy. I said I wanted a little more room, the
Subaru was just feeling too tight. She
said the new Subaru Outback was bigger, should at least look at it before
making a final decision. So I did, took
a drive in the new Outback. It was
bigger, and had most of what I wanted. They
had even located a Subaru with almost all the options I wanted, at a very good
price. Only problem, it was gone. That happened again with another dealer, they
said they had the right car, come on in and we'll write it up. They didn't have the car, Wendy called them,
they had already sold the car that met my specs. So when I would arrive, their job was to
switch me to a car they had in stock, not what I wanted.
Wendy worked up some numbers on the Chevy I really wanted,
with the options that I wanted. Price
was almost the same as the Outback, came down to the fact we had some GM rebate
money on a credit card, so that became our down payment. And the Chevy had everything we wanted. At least everything was available, they
didn't have it in stock. One was on
order, could change a couple of small items, will be here in 30 days. I asked if they could do any better on
trade-in, now that they had seen my car.
They said the sales manager would look at that the next day, would get
back to me. Turns out Wendy was the
sales manager, she was the one in charge.
So I left, went to credit union to arrange financing. She called the next day, added some money to
the trade, we agreed to the vehicle and terms.
They ordered it, that was on a Friday, got a thank-you letter on Sat
from the sales man I had met with.
Just
got a message from Wendy yesterday, my new car has shipped, it is on the
road. So I am happy and excited. Here is my application for our industry. My purchase was an emotional one, just as
about 85% are. 15% of the population
buys just on price, so about 85% buy based on something other than price. They buy emotionally. Wendy asked me a lot of questions, all over
the phone, even before I went in. So
asking questions is a good idea. She
also gave me some options, let me look at another car before making my final
decision. There is a chance that I could
get confused, so she made sure I had researched the Subaru completely before
introducing the Chevy. When the numbers
came out within a few hundred dollars, the GM earnings on the credit card made
a big difference, so it became easier.
Put that together with the fact we could get exactly what we wanted in
the Chevy, it was a no-brainer. Today
got an e-mail from Wendy and another letter from Buck, the Chevy
salesperson. She included the build
sheet on my new car, Buck sent me a thank you note and some additional
paperwork showing progress on the whole transaction. They are keeping me involved, engaged, and enthused
through the process. Because they
realize the deal is not done till it is done.
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Had a message from one of the other dealers this week as
well. He had a car that was the right
color, just missing one or two items to be perfect. He said in an e-mail, this is exactly what
you wanted, I'll beat any price! It was
not exactly what I wanted, I e-mailed him back, said it is not the right car,
we have made a decision to buy another vehicle.
So there are several lessons here.
Always tell the truth, even if it hurts.
Let me know if you have what I want and need, or don't have it. Ask questions to determine the best solution,
find out where I am in the buying process, see when the whole package can be
put together. Then work hard to do what
needs to be done. And, the big message:
make it easy! Take the initiative; see
if it can be done now, not 90 days away.
Handle the details, make sure the ductwork, grills and registers will
let the new equipment perform to its full potential. Let the customer know if there are other modifications
needed, better to know that on the front end rather than after they have
invested in a $8000 set of boxes that are not working properly.
Then, keep them involved in the process along the way. If it is several weeks before the system goes
in, keep them excited with news as the time gets closer to the install
date. Send them a personal thank you
note, preferably from the owner. Maybe a
set of testimonial letters, have the production manager go by to confirm,
almost any contact is better than none.
Speaking of testimonials, after a couple of weeks, Wendy
sent me an e-mail asking how the car is doing for me. I told her we loved it, had taken a couple of
short trips, it was quiet, efficient, and still moved along great. She thanked me, asked permission to put my
remarks on their website, I am the first testimonial on there today! Kind of an ego thing for me, a great free
marketing tool for Wendy.
So
there is my story on buying a car, more than you may want to read, but still
some great ideas on sales, what to do, not to do. Now, you have to excuse me, I have a new car
that gets over 30 MPG sitting in my garage, got to go out for a ride!
--------------------------------------------------------------- JIM HINSHAW  President Sales Improvement Professionals Inc. Phone: (602) 369-8097 Email: JimHinshaw@SipTraining.com Web: www.SipTraining.com
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