What do consumers really want in a car buying experience?

[Mark Dubis (blog)]

WOW! This issue has a lot of passionate responses from a wide audience and judging by the length of the comments some folks seem to have too much time on their hands.

There are as many consumer types as their are car salesman types and that will probably never change. Some will always haggle and others won't mind paying retail for good service and a great experience. Consumers are starting to find out (if they haven't already) that any dealer can meet or beat any legitimate price. And if that is the case you will see more and more consumers do their price shopping and then look for a dealer who will "treat them right."

There is no accountability today and currently CSI scores are kept private by the OEM so they do not help the consumers. All that will be changing.

You gotta love this business. Here more in New Orleans at the Synergy Sessions Event. http://www.synergysessions.com

 

[Joey Stivick]

Please don't confuse a "Get Me Done" (GMD) with a "Regular" customer. All the GMD wants is to get into a decent car that they can drive for an extended time and a payment they can handle. They don't care about the rate. Because of their bad credit they are at the mercy of who they are getting the car from. There is no real buying experience for them except sweating the approval process. Unfortunately, this is were a lot of GMD's get abused. Inherently, secondary finance in a franchise store should be there to reestablish peoples credit. Very rarely does this happen. Independents typically hammer their GMD's and rip their heads off. I know I have seen too many coming back to us after they have been beheaded.

So, subprime is a whole different animal and doesn't count in the realm of the regular customer buying experience. That doesn't mean they should be abused or treated in a harsh manner.
However, its a one way conversation in most cases with the dealer telling them what they qualify for.

Ideally, in a fantasy world, they should be treated like everybody else. In reality they are looked at as "mutt financing". I don't necessarily agree with that mentality, but it is a reality in our industry. However, they are the ones who put themselves in a bad credit situation and they have to sleep in the bed that they made. Sorry.

 

[Shaun Raines]

Jeff,

I think Dubis should have to pay for the shameless plug for both Carfolks and DealerSynergy.

And... my new album "Dr. Phil Wannbe" drops on April 22nd.

 

[Jeff Kershner]

I'm with you Shaun and have removed. Can I get my copy of "Dr. Phil Wannbe" signed?

 

[Joe Pistell]

Shaun,
Just when you think you've got me pegged, check out this DR blog entry that addresses your topic, written by me:

http://www.dealerrefresh.com/my_weblog/2007/10/the-winds-of-ch.html

>>>... Let’s talk about auto retailers that are busting the mold and trying to offer the shopper a fresh new "shopping game". The game is still alive and well, consumers still need and want to smell, feel and touch but they are hungry for a “new way” to buy.

Who dares to be different?
Who among us is hard at work breaking the (perception) of the auto sales business model?...

 

[Shaun]

Hi Joe.

I'm not trying to peg you. While your electronic communication often comes across angry and sometimes combative, I honestly respect your view of our industry and hope you don't think I harbor any hard feelings or ill will toward you.

It should be clear to anyone that reads or contributes here at DR that you're an experienced, intelligent guy. I did read your "Winds of Change" article previously and agree that the businesses you highlighted are indeed "game changers." I consider myself a member of the "game changer" fan club and try to genuinely encourage more change.

It will not come as a surprise to anyone reading these comments that I believe in treating people the way you like to be treated yourself. Yes, it may seem simple and to some maybe even naive, but in the end all the arguments about the industry differences can be tied together based on very basic human interaction.

If someone treats me in a way I find offensive, condescending or manipulative, there's a good chance I will have trouble liking them. If I don't like them, I won't believe them, I won't care about their knowledge/confidence and I absolutely won't trust them. For me... no trust, no sale! Perhaps I'm the minority, but I doubt it.

Do you really think that we see things all that differently?

Respectfully,

Shaun

 

[Internet car shopper]

I've been shopping for an upscale European car (I won't say brand) and the experience has been the most unpleasant one of my 30 years of car buying (as a consumer). I don't want to be sold, I already know what I want, all I want is the best price--give me the price and be done with the games please. Some won't even deal with invoice pricing ("we don't understand invoice price" "we start from sticker, not invoice"). Others have been offended and won't even negotiate when I make an offer that gives a reasonable profit, but is aggressive, rather than using it as an opportunity to negotiate. One I had a deal with over the Internet which I accepted for the bottom-line price, and which I was told was approved. Next I asked about lease rates--immediately got shunted to another sales person. Quote was acceptable, I put in my credit app (I know no problem there, checked my credit and Fico is 770+), and then I got "waiting for sales manager to approve deal". OK...four days later still nothing, so I emailed and got told that he hasn't had a chance to review it yet because it's monthend and they're busy with "current customers". I walked.

I don't get it!!

 

[Chris K]

The Customer isn't always right, they are always the Customer. And customers want to feel they are being "HEARD"... and sometimes they have a funny way of telling us what they REALLY want, but I can sum it up in a few short phrases what I think is important to the online buyer/shopper:

Personalized emails, pictures, video.
Lowest prices on new cars - buy wholesale.
Good finance rates.
Options for down payment (200, 500, 1500, 0 down)
Highest Trade value - trade for retail.
Quick Sales process.
Clean car on delivery.
Great walk around on delivery.

One of the things I ask all my prospects is powerful and differentiates me from most others in my market:

"Mr. Customer, what is going to be the most important thing about the next vehicle you buy?"

Armed with his answer, he will tell me exactly what I need to know to sell him a vehicle.

Have a great day!

Chris
Nissan i-sales

 

[Internet car shopper]

Chris, if you asked me that question, I'd run like h*ll from you! Try a fair, honest, transparent deal with all incentives and trunk money on the table, loan rates/lease MF, residuals & fees clearly stated, calculations shown so they can be checked, and NO TRICKS. You aren't giving anything away--even a marginally savvy Internet shopper has access to all that information, and you'll save a lot of negotiating time and gain a lot of credibility besides by providing it!

Don't offer a deal unless you are prepared to honor it. Good communication at all times. The personalized emails, etc are utter BS and a waste of time, if not insulting--but pointing a customer to a legitimate INFORMATION source is a good thing.

Treat me with respect, offer me a GOOD deal that I can verify for myself (emailing me an Excel spreadsheet containing all numbers is a nice touch), follow through with promises (even a quick "I can't have those #'s till tomorrow" is fine and totally acceptable) and NO BS and I'll buy from you and send you my friends as well. BS me and instead of squeezing me for $100 more, you'll lose the sale entirely.

 

[Brian T in Etown]

@ICS
excel spreadsheet ....really, I would think that might confuse some folks. I had some folks complain about it in the past, i liked how easy the info was to format but I thought it was kind of "form"