Utilize Your Salesman

When a prospect purchases a vehicle, they become a client.

This client then creates a relationship with the dealership from whom the vehicle was purchased... right?

Wrong.

In the minds of today's clients, they buy from the dealership that gives them the best deal. Price, payment, warranties, "throw in this and I'll shake your hand," etc. Gone are the days of clients returning because of dealerships taking care of the customer, or giving outstanding customer service. Case in point, I have heard several times from prospects of my own, and prospects across my desk state, "Oh, Outstanding Salesman. You were very kind and gave us all of the information that we are looking for! You are indeed a great salesman!"

They then buy from Competitive Dealer down the street. Why? Why state such nonsense when you go to the next salesman, who most likely doesn't know his product, who doesn't follow up with you,
and only cares about the commission?

Because they found a better deal down the street. Because they heard the right "buzz words" to tie them down. Or, maybe the dealership took them hostage and forced them to purchase a car, by holding their registration or keys. Or tired them out by long lapses of time to get to their price. Therefore, with today's clients, dealerships are forced to offer a better price, or a better "deal" in order to earn their business. And that's where most of the business ends.

Take my recent example--Customer calls in on a pre-owned 2011 Hyundai Sonata Limited. A vehicle that is not of the new car brand that I sell. Verifying that the car is still available, the prospect happily exclaims that she has been looking for such a great deal on that particular deal, and will be down to purchase.

Obviously, the deal is done and signed, and the client drives away. Not even two weeks later, the client has vehicle trouble. I hand my card to my clients and tell them every time before they drive away, "If you have any questions or concerns at all, please do not hesistate to call me."

And, without fail, the Customer calls me when all else fails.

Customer has car trouble, then takes the vehicle, without giving my card a second notice, to her nearest Hyundai dealership. They "reset" the vehicle's CPU and send her on her way. Two days later, on a Sunday, her vehicle shuts down again. There is no hope over at the Hyundai dealership, as their dealership's service department is closed. She calls a rental place. Again, closed on Sundays.

Then I get the irate and angry phone call after she has heard at least two times, "There is nothing we can do for you." She explains to me, highly upset that she has had car trouble for the past week, and now she is stranded. I ask her if she ever considered calling me before all of this had happened? I absolutely love her response.

"It would have been a major inconvienience to me."

Really? You have had at least two days (or more) of a non-operational vehicle because taking it back to the place where you bought it, because it was their original responsibility and find out what could be wrong with it, with no rental given, and it could have been an inconvienience? On top of that, we could have taken it to OUR nearest Hyundai dealership while offering a rental car for her (as it was our inventory) and a discount to her to help her. As it was originally our responsibility.

I explained her all this, and now, after another dealership has tampered with her vehicle and cannot fix it, it could have been an issue that they totally messed up on. And, from a repeat business standpoint, she isn't going to come back to us if we took care of her; she would just go to the nearest dealership that offered her the best deal. No one told her to take it to Hyundai. Granted, she had the right state of mind, I'll give her that. But... I told her to utilize me first. I would have taken care of her. And she decides to call me when all else fails, hoping that being the place that sold her the car would have all the answers when others did not.

I told her that there was nothing I could do. "So you're telling me that customers are shit out of luck when their car doesn't work on Sundays?" Typically, that is the case. People need days off too. "Can't you give me a rental or can I borrow a car for the day? You have tons of them!" Sorry, I don't loan out my inventory, and my rental company is closed for the day. If she could wait another twenty-four hours, I could see what I could have done for her, or better yet, call me a week before and she wouldn't be in the mess she was in.

Utilize your salesman when you buy a car. When you're about to leave with your new car, if he hasn't already done so, ask for his card. This shows him you genuinely believe that you did a great service for him, that you may send referrals to him, and above all, you will call upon him for any other service you need, like a discount in parts or service; a coupon that you can ask for if it's available, etc. Even though a salesman does his utmost to remain in your life from his end, maintain a relationship with him. He will be happy to see you later on (if you're not a total pain at the time of sale), and you have a representative, a go-to-guy, to help you when you need it for you car needs.