- Feb 9, 2012
- 92
- 81
- Awards
- 5
- First Name
- Todd
Yesterday I had an experience at a dealership that reminded me why so many consumers still approach the car-buying process with hesitation.
A good friend of mine was looking to lease a brand-new Ford F-150 for his 83-year-old father. His dad has never owned a new vehicle in his life — this was supposed to be a big, exciting milestone.
We did what most customers do today: submitted an online form. To the store’s credit, they followed up right away and set an appointment. So far, so good.
When we arrived, though, the experience quickly went downhill:
Before we left, a manager told us: “There aren’t many V8 F-150s around, I could sell this to someone else for more money.” And that was it. No relationship built, no empathy for a man about to buy his first new truck at 83 years old, no follow-up afterward.
Here’s the takeaway:
Every dealership talks about customer experience, but few deliver it consistently. Professionalism matters. Eye contact matters. Small details like an appointment board matter. Most importantly, language matters. Customers aren’t “victims” — they’re guests, they’re relationships, they’re the reason your business exists.
That store may eventually sell that truck, but they missed the chance to create a story that family would share for years to come.
In today’s market, products are commodities. The only real differentiator is the experience.
A good friend of mine was looking to lease a brand-new Ford F-150 for his 83-year-old father. His dad has never owned a new vehicle in his life — this was supposed to be a big, exciting milestone.
We did what most customers do today: submitted an online form. To the store’s credit, they followed up right away and set an appointment. So far, so good.
When we arrived, though, the experience quickly went downhill:
- Three salespeople were sitting outside the front door, heads down, staring at their phones. They offered a casual hello, but that was it.
- The salesperson we had the appointment with greeted us, but never removed his sunglasses when shaking our hands. It might seem small, but looking a customer in the eye matters.
- The truck we came to see wasn’t ready. It was “in the back” and “in transport mode” — which meant we couldn’t even drive it.
- Inside the showroom, there was a VIP appointment board. My friend’s name wasn’t on it. If you’re going to promote a VIP experience, make sure the customer actually feels like a VIP.
- In the salesperson’s office, I noticed his “salesman of the month” plaques on the wall. I complimented him, and his response was: “Those are my victims.” Imagine hearing that as a customer.
Before we left, a manager told us: “There aren’t many V8 F-150s around, I could sell this to someone else for more money.” And that was it. No relationship built, no empathy for a man about to buy his first new truck at 83 years old, no follow-up afterward.
Here’s the takeaway:
Every dealership talks about customer experience, but few deliver it consistently. Professionalism matters. Eye contact matters. Small details like an appointment board matter. Most importantly, language matters. Customers aren’t “victims” — they’re guests, they’re relationships, they’re the reason your business exists.
That store may eventually sell that truck, but they missed the chance to create a story that family would share for years to come.
In today’s market, products are commodities. The only real differentiator is the experience.
