Incredible Car Buying Experience (long read)
This is about an incredible car buying experience in which a customer, Dave, and a car salesman are totally open and honest with each other, revealing thoughts, motives, and methods that typically dont get revealed in real-life car-buying. Learn from Dave's experience ....
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(Dave enters the dealer's new-car lot and is soon spotted by one of a flock of eagerly waiting salespeople loitering near the front door [the "point"]. A saleman quickly approaches his potential new customer [an "up"] )
SALESMAN: Hi there. It appears you may be looking for a new car today. My names Benny and I would like to help you if I can. Sales have been slow this month and the dealership hasnt met its sales quota yet, so Im going to be very anxious to sell you a car today, any way I can. What are you interested in and are you a serious buyer? If youre not going to buy today, I would rather not waste my time on you. We prefer buyers to shoppers.
DAVE: Hi Benny, my names Dave. Im really interested in one of your new LX models with the V6 engine. I want to see what colors and features you have available. If I can find what I want, at the right price, I would buy it from you, today.
SALESMAN: Good Dave, we definitely have a number of the models youre interested in. Im sure we can find one that you like. Even if we don't have the exact model you're looking for, I'm sure I can convince you to buy another model that we have in stock. I'm a little short on my sales commissions this month and I need to sell something to somebody. I'm hoping you're that somebody.
DAVE: I just want to let you know that Im a little new to car buying and dont quite understand all the ins and outs of the process. So, if youll give me some guidance along the way, I would appreciate it very much. Since your dealership has a reputation for customer service, Ill trust you to give me information and advice that will be in my best interest.
SALESMAN: (This is too good to be true!) Great Dave. I appreciate you sharing that with me. Honestly, I had already detected that you were probably a little inexperienced in car buying. After a while, we learn to spot uninformed buyers from a mile away. Its something about your approach, the kinds of questions you ask, and your lack of confidence. Obviously, we have a better chance of swaying a deal our way with less knowledgeable customers, so I dont want you to get away today. The less experience you have, the better we like you. You look like a prime candidate.
DAVE: I understand. Ill tell you that one of my real concerns is that I not be cheated and get a good fair deal, even though Im not very experienced. I know that every customer that comes in here pays a different price, one way or the other, for that same car model, which doesn't seem very fair. I just want the best price you can give me without a lot of complicated negotiating, which Im not good at. Just show me respect, treat me fair, and no tricks or games, please.
SALESMAN: Well Dave, its true we sell the same cars at different prices to different customers, depending primarily on their experience, knowledge, and bargaining skills. Although we sometimes sell at very low prices, this is balanced by other higher priced sales to customers who are less knowledgeable or less discerning. Its amazing how many people willingly pay at or near full sticker price ["full pop"] without a whimper. Our goal is to make as much profit on each sale as possible, and make the customer feel good about the deal, whether it's a good deal or not.
DAVE: Well, OK, so how much for that beige LX over there on your lot? I really love that car. My friend has one just like it and thinks its the best car shes ever had. And I LOVE that new metallic paint. And the nice alloy wheels. Wow, what a nice car!
(Reflective pause)
DAVE: And one more thing you need to know. My old car broke down yesterday and cant be fixed. So, I NEED a car TODAY so that Ill have something to drive to work on Monday.
SALESMAN: OK Dave. I a
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