I was reminded of a very common mistake we make as car salespeople. What is the mistake, we prejudge our ups. During a round robin in the sales meeting, a friend of mine Todd shared a story about the two people he sold cars to yesterday. He admitted to prejudging both of them and both surprised him with their backgrounds and professions.
The stoner – this guy came in (I remember him because I saw Todd working with these folks) that looked like a midlife crisis stoner, maybe late thirties to early forties with long hair, jeans and a button up shirt. He was accompanied by his wife, maybe four years his junior, jeans and a tee shirt. Turns out that the gentleman held a PhD and he and his wife were looking for a small vehicle that she could use to run around town. They had a horrible experience across the street at another dealership and came here upset and apprehensive. Todd pre-judged him by his appearance, but helped him anyway. Gave them outstanding service which is typical of what Todd does and sold them the car.
The kid – a young couple walks onto the lot and looks at the most expensive well equipped car we have on the lot. Again, Todd admits to pre-judging him and his wife, thinking these kids couldn’t afford a car like this or any other vehicle on the lot for that matter. I did too, because I saw them looking at the same car! Big mistake! Todd got into a conversation with him and found out the he is in his mid-twenties, makes a few million a year because he took over the family business a few years back. He shared with Todd about the terrible experience he had at three other highline stores with Todd being the only person to take him seriously. Needless to say, Todd sold that one too.
What’s the moral of the story? Don’t pre-judge anyone. Give them outstanding service no matter what and they just might surprise you.
Dan The Car Man
First month in the biz. I guy pulls up in a 3 year old F-250 covered in mud. He gets out wearing bib overalls and boots literally covered in sh&+.
All the "Pros" turned and ran. Since I didn't know any better, I waited on him. He bought a BRAND NEW F-250 PowerStroke for cash. He had just taken all his hogs to market!
Since then, every 3 years, he comes to see me and buys another brand new 3/4 ton. I have moved from Ford to Chevy and now Dodge (for the past 7 years) and he still comes to see me and buys what I recommend to him.
That's a 16-YEAR relationship with this customer! Simply because I did what I am supposed to do.