A Cautionary Tale for Sales Professionals….

Recently, I reversed my typical day to day in the buying/selling relationship to the buyer side. Well, kind of… 

The real buyer is my brother. He has been taking public transportation and using car apps for the last few years to get around. He is wanting to make a change by getting a car; however, he doesn’t know what car would be best for him. So, like most buyers, he turns to the internet. 

Over a few months, he researches different makes and models. Methodologically he combs over which car will meet his different wants and needs. What were the reviews online and how they compared to each other? In addition, he reaches out to his trusted network about their vehicles and gets their thoughts on what would work for him. 

He started to get an idea of what he wanted and to test his ideas we went to a couple of car dealers. He tested new and used different makes and models, and learned about different payment options (leasing and putting on a down payment). Over a month he narrows down what he wants to buy, from a tip from a former car sales rep he gets pre-approved, then on a random Friday afternoon, I receive a text…. 

I FOUND IT!! :) 

My brother set up an alert for used Toyota Tacoma with the Off-Road Package and most importantly it was red. It was an hour away and we booked time to see the car later that weekend.  

We arrive early at the dealership, the sales rep greats us a few minutes as we walk in and offer us a coffee. He pulled up the Tacoma next to where we were sitting and asked a few qualifying questions. My brother shares his current situation and why he is looking for a car. He expresses that this is the car he wants and wants to test drive it. The sales rep writes down his notes and quickly gets us into the car. 

During the test drive he asks about why my brother wants the car and how does it feel? My brother, shares that he likes it sets up high, heated seats, and the touch screen panel. The sales rep smiles and nods. 

Meanwhile, I am feeling the car shaking at lower speeds. Doing my part I request to go through a neighborhood to test it out. It continues. The sales rep, reassures me that the vehicle went through a 164 point check-in and they replaced the tires. Also, the battery needed to be replaced. Other than that it was clear. My brother then speaks up, “I don’t feel anything. I think it’s fine.” 

With the objection overcome we arrive back to the dealership and the sales rep asked how we would proceed. My brother expresses, “I want to run through the numbers. If it makes sense, I will get it today.” The sales rep calmly asks, “Absolutely, more coffee?” 

With a fresh cup of black coffee in my hand, I proceeded to have one of the worst buying experiences ever but the inspiration for this article. 

With a blank piece of paper, the sales rep asks, “So, what will you be trading in?” My brother smiled and said, “As I said earlier, I don’t have a car.” 

Rep, “That’s right, how much is going to be putting down today?” My brother, “Like I told you over the phone, I am pre-approved.”

Rep, “That’s right, how much are you wanting to get your payments down to?” My brother, “Around $350” Sales Rep, “If I can get it close to $350 will you buy today?” My brother says yes and hears, “Let me go talk to my manager and see what I can do.” 

The rep comes back with 3 options all way over what my brother said he can do. The rep proceeds to walk through the cost, taxes, and additional fees. As he goes through the additional fees the rep and brother have the following exchange: 

“This is if you lose your keys. We will replace them.”

.....“No thank you”

“Well then, we have an extended warranty option that includes the key protection.”

....”No thank you”

“Got it, well this final item is for glass recovery.” 

….”No, thank you. Were all these additional fees included in your estimate above?” 

The rep begins to nod and smiling “Yes, I share this with everyone. If I can get your payments closer to what you are looking for are you able to buy today?”

.... “Wait, you are showing me numbers that have increased the price by $3000? So, why did you show me this?”

The rep has not stopped nodding and smiling “Well like I said. I share this with everyone. If I can get your payments closer to what you are looking for are you able to buy today?”

….”Let’s see the real numbers and go from there.”

At that moment, he lost my brother’s trust. With all of the research and speaking with other dealers, this was not normal. 

The rep returned nodding without the smile this time. “We are getting closer to your number but not quite there. Would you be willing to increase your down payment?”

….” Wait, the only reason why we are getting closer is that you showed me the wrong numbers the first time.” 

“Right, I share those numbers with everyone.” 

….” Got it. I think that I will consider your offer and I will contact you.”

As we stand up to leave, the rep’s final hail mary, “If I take off $500 will you buy it?” 

….” Take off $2000 and we have a deal”

We walk out, shaking our heads back to my car. The Tacoma stayed behind.  

What can you as a sales professional learn from this cautionary tale? 

As a sales professional, I know it’s not an easy role and I wanted to help the car sales rep get paid. However, there are lessons we can take from this cautionary tale to make the professions better. Go back and reread the article and put yourself in my brother’s shoes. 

• How much time and effort did he put into the research of getting a car? 
• Who else was included in his research for getting a car? 
• How did my brother come to the conclusion about what car he wanted?

Now, knowing this. By the time my brother got to the sales rep. What was the experience like for my brother? 

• Did the sales rep provide perspective or insights? 
• Did the sales rep demonstrate how the car will solve my brother’s objectives? 
• Did the sales rep have good communication skills? 

Most importantly, how did the sales rep lose the sale? 

As a sales professional, you can substitute my brother for your buying persona and the car for your product. By the time a customer gets to you think about the experience they have gone through to get to a point where they are ready to speak to you. Think about how you can provide great insights and perspectives while solving their business objectives. Think about how you are communicating with them every step of the way and how you are earning their trust.

 By doing all of these things then your customers are walking with their “car”.

Did you have a take-away from this tale that will elevate the profession? If so, comment below.