Greg Gannicott’s Blog

How Not to Sale a Car to Me

Posted in Personal by Greg Gannicott on May 14, 2009
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A few weeks back we bought a new (well, second hand) car. It was one of the more painful shopping experiences I’ve had, and its not because I have no interest in cars.

We went to a local dealer called Somerset Cars Sales. It was a painful, frustrating, demoralising experience for one reason: the cars were not priced up.

Instead we were given a printed price list which you can use to match up the make/number plate.

At a guess there were between 100-300 cars and it wasn’t easy finding the price.

As we were on a budget (as most people are), it was quite a demotivating process. We’d see a car we’d like, eventually find the price and then realise its too much. This happened again, and again, and again. Eventually we found three cars in our price range that we didn’t mind – but none of which we wanted to buy. There may have been many more in our price range – one of which we might have bought – but it was simply too much hassle. It wasn’t a pleasant shopping experience at all.

We then went to some other dealers who had prices shown. This was soooo much easier and enjoyable. Right from the start we could see what we could get and there was no disapointment.

Why would you want to encourage disapointment? I hope at the very least its a logistical reason (ie. To many prices to maintain) rather some kind of sales trick (ie. Before the customer realises it costs just a little too much, let them fall in love with it).

We eventually purchased are car from a dealer called Brian Plowright. He didn’t have a huge selection, but if he does have what you need then I highly recommend him.

He’s a great salesmen in that he’s very friendly, goes above and beyond what’s required to make a sale and doesn’t push the sale.

Certain people in mobile phone shops could learn a lot from him. None of this ‘as I’m you’re new best mate, and cause I like you (,and cause my boss says I have this much scope for discount to make a sale) I’m going to throw in this discount’ bullshit. No in your face, jump on you when you enter the store.

For example, the car we bought had a small dent in it. We asked whether we could either get a discount or have it fixed by him. He told us we’re getting a good deal anyway, so no. Fair enough really – he knew he’d made the sale. However, when we went to collect the car a week later he’d had it fixed at no extra cost.

That’s how to generate good word of mouth. Unlike Somerset Car Sales which I can’t put down enough.