An email from one of YOUR customers!

[Joe Pistell]

>>>>>"until management realizes that the pay plan is hurting the business's ability to survive, nothing will change. Can someone tell me how to build relationships with this tension? NOT EASY."

Brian's quote above Ithink is the key....

Brain? whaa? Hey! that's My quote!
Bow before this wordsmith and do homage to my tome.

damm, did I write that?
hahaha

 

[Brian T in Etown]

Air Traffic controller? Awesome! I guess the only thing I can really compare that with would be the movie Pushing Tin with Billy Bob Thorton. I always wondered how much G.M. paid Universal for them to drive a STS in that movie. (as your reference to Lexus proves no self respecting air traffic controller would drive one) I kid, I kid.

I like the idea of this:

"I would have pretty good prices right off the bat, No Haggling"

I think I will check with my friend that use to run a Saturn Dealership he always comes to mind when I consider that model myself.

 

[steve (blog)]

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www.edmunds.com

Here is a link to an Edmunds "expose" about selling cars in two different types of shops. One high pressure, the other seems to be a Saturn place.

Although the first is presented badly as a business model, the second does not get a stellar rating, with a comment near the end about how NOT busy they are.

If I was a Domestic badge, I would have a tough time trying to convince the owners that a no haggle model would work. But i DO think its the future, just a matter of when.

Check out Business Week, Oct 29.07 there is a small article about No haggle pricing. It specifically mentions Lithia Automotive Group, the 8th largest in US said that it will turn all 108 stores over the next 3 years.

One thing I do NOT understand.... every high pressure sales arena emphasizes "Who is selling whom...?" So, when a manufacturer "pushes" excess inventory.... is it mandatory for y'all to take it? Maybe get together and just say no might work? Time for a lawyer maybe, and an introduction into the obligations of franchisor as well as franchisee?

Not saying it would work, but from the outside it looks like if they truly could "force you" then they would be able to bankrupt each and every one of you.

Steve

 

[Steve (blog)]

Joe,

You're right, your quote, and right on. Sorry Brian, but it was late when I wrote it....

steve

 

[Wayne Anderson]

Steve, great comments...

One area that I'm fuzzy about is when you say you emailed ten dealerships ..."I asked about the car, gave my cell phone, and waited."

You just gave it up like that? You would be like a fish hopping into my boat. And that never happens to me.

I think most of us here are seeing customers like yourself remaining anonymous and walking-in or calling.

 

[steve (blog)]

Wayne,

I was thinking a cell phone number and my "Which" email only was as anonymous as was likely to get a reply. And some still never got back to me. No last name given. Plus I have free incoming minute, so not a big deal if they keep calling and calling...

Funny, Park PLace Plano Lexus initially sent me the 3 packages, and no personalized info at all. Just his email and number, so it was not like the service was great at that point. But when I emailed him back my plea, he said he then thought perhaps I was not a car sales guy "shopping him".

Of course had to check around to make sure the info on packages being "mandatory" was true, but Edmunds forum confirmed it for Toyota Southeast (?) sales region.

By the way , Wayne, I bought my last car, Infinity I-30 over the phone in ten minutes. Grubb's manager thought i was joking at first... lol.

steve

 

[Wayne Anderson]

Steve,

After you bought the Infinity I-30 and hung up the phone, did you wonder if you could get an even better deal?

Wayne

 

[Jason (blog)]

I hope we all can keep one thing clear here:

Steve does not represent anywhere near the vast majority of the people who come to our websites.

Of course it is wise to have a process in place to accomodate his type of shopper when they do cross our path... but don't lose perspective and forget about the other 98% PLUS.

I get anywhere from 100-300 people a day to our website. Half of them are probably going to be buying a car from SOMEONE - and there MIGHT be 1 steve in the bunch.

I personaly don't build my marketing strategy centered around catering to that 'persona'. I let the market tell me what it wants - and it tells me the vast majority:
1) do NOT have much more then a basic idea about what vehicle they want.
2) The experience they are trying to avoid is high pressure and feeling like they've been beat up and treated badly. They're not trying to avoid dealerships - they're trying to avoid a bad experience.

These are the people who I choose to build my internet strategy around. I certainly hope we accomodate the 'steve's' out there when they do contact us - but I don't devote the bulk of my time and energy trying to market to them. At least not until I have my target market well taken care of...

 

[steve (blog)]

Jason--

I totally agree with you! Marketing to me would be wasteful, I will find YOU when I buy, and I own my cars long enough that the last three were donated to The Salvation Army (too many problems to think it right to palm off on some poor family)

I also am on board with the avoidance vs knowledge debate. The only reason I ever found out about Edmunds was cause the previous experiences had been so bad. If the dealership can build enough trust I would be there in a heartbeat... In fact, after reading his book, Sewell's was the first place I went, and was not trying to really haggle.

steve

 

[Wayne Anderson]

Jason - I agree with everything you said.