My cousin Jamie asks: How do you think being a car salesman has changed since your Grandpa ran Schanzmeyer Ford? Also, what would he say about you selling foreign made cars instead of American made cars?
My grandfather and his brothers owned 4 car dealerships before I was born. I don’t know the exact dates (I have them written down in a book), but it was in the 50s, 60s and the early 70s. Obviously the big changes are going to be the computer and the internet.
Research and education as a consumer is at an all time high. CarFax, AutoCheck and a few other websites help make the used car market that much “safer.” There are “buying guides” and lots of places out there that will tell you what to pay, how to negotiate and where to buy. Dealer reviews good and bad are all public. There are still lots of bad dealerships out there.
Believe it or not, selling cars is SUPER easy. However, everyday I’m usually up against 2-3 other stores and sales people. You have minimal time to build any sorts of rapport via Phone or E-mail. And of course there is always that guy that tells you everything you want to hear over the phone! (Perfect!) There are still lots of people that get so worn out buying a car, that even if they’re lied to….they still buy at that store, maybe from the same sales person. It’s pretty sad actually.
My job everyday is to find someone that wants to buy a car, that’s it. Just find someone and invite them to the store or start a dialogue. Then, my personal goal is to make them happy and keep all my customers happy. Because after 2-3 years, I will have so many happy customers that I won’t really have to find more!
My goal with every customer is to provide them with a service that they can’t find on a website and pay for. People buy things from someone they know, like and trust. And people buy because of style and price. And people don’t buy because of the man, the machine or the money. That’s it. Real simple.
No one really needs to go home and think about it. People don’t really just come to a car dealership to look around. They’re there to buy a car, they just haven’t met a salesperson yet. Think about it, we all want a new car, we just don’t want to pay for it. So then you sit down at a computer or table and think….how can I afford a new car? If you’re like me and ready to buy another car, I know that I need to eat out 4 times less per month to get a new car. And of course I have to get my spouse on board. But I’m a grown man, and I’m smart….so I budget. I think about how much oil changes cost, my current fuel economy, my needs, my wants and what color I want. Because COLOR is always the MOST important (Hint: It’s not, it never is).
People spend 8 to 11 hours looking and researching online for vehicles.
They visit 1.2 dealerships before making a purchase.
They will typical buy 12 vehicles in their lifetime.
And when they aren’t “just looking” they usually purchase in 72 hours.
Most people buy a new car every 3-5 years.
Most people finance vehicles for 6 years, with no money down.
Lots of people should lease. In Miami 80% of people lease, in Houston 3% of people do. Crazy.
Selling cars hasn’t changed. People still hate it, people still don’t like giving out their phone number and use fake names. People still shop separately than their spouse and try to get a better deal. It’s all the same. People are either buying….or dying. (Same quote used in 1958….as a meeting I had my first week of work in 2011). Buying cars has changed a little bit. But if you’re going to buy 12 cars in your lifetime, why not buy them from the same person, send your friends to the same person and break the cycle of awful car buying stories.
Something to think about. #StraightFromNate