Forgive the Rant, But There is a Lesson Here
November 14th, 2007 by Pat
Make it easy for people to buy from you.
Simple enough isn’t it? We are all in the business of selling things whether it be products or services.
The more we sell, the more profitable we become, the more we can invest in our companies and subsequently the level of success trends upward.
However, before anyone will buy from us, they have to traipse down the buying cycle…and develop trust. As business owners we MUST make it easy for people to buy from us or we are wasting our efforts and marketing dollars.
Below you will find an example of why some businesses fail. While this is an offline example, hopefully you will be able to draw parallels and learn from another companies mistakes.
I am in the market to buy a new vehicle. Why not? It is a buyers market, the incentives to buy are great and a shiny new truck would look great in my driveway.
Despite no vehicle sales experience, it would seem logical that “micro-conversions” in the vehicle buying process would include submitting a credit application (online), visiting the lot and asking to take a test drive. Each would indicate “buying signals” and should serve as notice to the dealer that a prospect is very interested.
My experience with a local hometown-dealer is baffling, to say the least.
To begin the process I submitted a credit application online, to have pre-approval before making any trip to the lot. You never know when impulse might strike!
In the process, I indicated that I would like a particular dealership to contact me with vehicles that might meet my self-described needs.
I am no genius, but if I were a car salesman, amidst tough market conditions and was provided with the name of a pre-approved prospect whom had requested prices on specific vehicle types….I would be VERY quick to move.
Nearly two weeks without contact from the dealership, and the contact made entailed the proverbial, “What would it take to put you in a vehicle today?”. Over the phone!
A trial-close given without providing any information about vehicles that might solve my “problems”.
In the past month I have ventured to the dealership 5 times to browse their selection. On each visit, no salesperson ventured out to see if I had any questions. Some may argue that as a tactic, as we all hate being swarmed upon walking on to some high-pressure lots. However, a simple “hello” (to initiate contact) and a, “Can I answer any questions?”, would have went a long way.
Yesterday I decided I would stop again, and take one for a test drive. Despite the dealers lack of effort, I was determined to buy!
I perused the selection, spending 20 minutes or more determining which I would like to take for a spin, without any contact from the sales staff.
Finally I ventured in, found someone and asked for a test drive. Initially, they couldn’t find the keys. So I went back outside to patiently wait.
Five minutes later, the salesman came out and said, “I found the keys…problem with this vehicle is, it has been promised to another dealer”.
My patience, and trust, had met it’s end. They were showcasing (and had a “Dealer Special”) on a vehicle they couldn’t sell to me. My determination to buy was rivaled only by the ineptness of this dealer and his staff.
I was prepared to buy. They were not prepared to sell.
Each buying signal I provided was greeted with another obstacle.
Take a look at your own buying cycle and ask yourself, “Am I making it easy for people to buy from me?”. If your are not, re-evaluate what you are doing and make changes or find something else to do.
If you are interested, I know a dealership that is for sale.
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