Why Didn't I Buy the Car?

A Consumer’s Perspective When Choosing a Business

What makes people want to buy from you? I wanted to touch on this topic because this can make or break a business. This past weekend I had a very bad experience when trying to buy a car. I have been wanting to purchase a white jeep for the past year. I woke up Saturday and told myself I am not coming home without one.

Saturday morning, my husband and I started shopping around. The first few dealerships didn’t have what we were looking for. Finally, we found one that had white jeeps all over the lot! I was so excited! As soon as we pulled in, I walked inside and grabbed the manager. I told him I was buying a white jeep that day and needed a salesperson. The salesperson was very eager to get started because I was an easy customer. I knew what I wanted, and our budget was easy to work with.

I had my eye on a few perfect options and my husband found a nice model that was way under budget. Just take note, my husband works for a dealership, so he knows the cons that are typically pulled. The first jeep I wanted to look at did not cost as much as the next jeep. The salesperson stated he grabbed the wrong key, so he had to show me the more expensive jeep. I drove the car and loved it! I was pretty much sold, but my husband wanted me to look at another jeep that was much less expensive. When the salesperson brought the car over to me, he said the brakes weren’t working and the car could no longer be sold. My husband told me this is a con used so you are forced to buy the more expensive one. I didn’t mind because the jeep I just drove was the one I wanted.

We told the salesperson what we wanted our monthly payment to be, and he agreed to get it there. I was willing to pay much more but I did not let him know that. My husband started to inspect the car because it was being sold as is with no warranty. During that time, the salesperson was whispering to me trying to coax me into buying. I did not trust him at all and knew what he was trying to do. Honestly, this was the first time he really acknowledged me at all. Prior to that he was on his phone having very little to say to us.

Regardless I wanted to buy a car that day and had found the perfect one. We went inside to discuss numbers. After a few minutes he came back with a quote given by the dealership manager. It was $150 dollars more than what we wanted to pay each month. My husband and I have very good credit, so we typically have an interest rate of 2-3% when we finance. The manager set the interest rate at 7.9% because this guaranteed approval and made their jobs easier. When he showed us the numbers, he said it’s a little above budget but it’s a great car so let’s get started on the paperwork. He did not offer to negotiate the interest and did not offer to work on the price. He did not care. He looked at us, crossed his hands and smirked. I did not buy a car that day and will not go back to that dealership.

I was willing to pay more, so why did I leave without buying the car? Was it because of the price? Was it because the salesperson was on his phone ignoring me when I spoke? Why did I suddenly have no interest in purchasing the car I wanted so badly?

I knew the answer. I did not trust the salesperson and I was not happy with the way we were being treated. They did not care about helping their customers and it showed.

If you want consumers to be drawn to your business, you must earn their trust. There are many car dealerships in the area. I did not have to buy my jeep at that dealership. In the end, I didn’t trust a word that came out of that man’s mouth, so I took my business elsewhere.

I have a friend who is a stylist at a very busy hair salon called Hair Loft Salon. They have been running for years and have loyal clients that will not go anywhere else. The salon thrives so much, they even stayed busy during Covid selling hair products. They do not offer anything out of the norm. Their services and products are what you can buy at any other salon, but they stay booked! They are one of the busiest salons in Michigan, so I asked her what separates them from the competition. She told me it was honesty, and they always listen to their customers.

First, she explained that they don’t lie to their clients to have them come more than needed. Apparently, most stylists say if you want to grow your hair long, you need to come back every 6 to 8 weeks for a trim. I have a been told this and thought it sounded odd, but what do I know?

Hair Loft Salon does not use any tricks to bring clients back into the salon. They tell their clients if they want to grow their hair out then, obviously, don’t cut your hair. Guess what? The clients will come back sooner just because they appreciate the honesty and personable environment.

Another characteristic that separates them from the competition is they listen to what their clients want. They do not suggest additional inches be cut to get rid of all the split ends or say a more expensive dye is better. They listen and give superb results. They created loyalty and earned the trust of the people in their community.

The other reason I didn’t buy the car was because I was not sold on the person selling it. When I first started writing, I put my samples together and wrote a bio on myself. I wanted my sister, who owns a coaching business and has a well-known YouTube channel, to look at the portfolio I put together and tell me what she thinks. She said I was a good writer, but my bio is super boring. I asked her to elaborate. She said I sounded like a robot in my bio, and she could barely get past the first sentence.

As someone who has taken courses in journalism, I know every part of an article is important and must pursue interest. Who would want me to write for them if they can’t even get past the bio? You’re not just selling your work you are also selling yourself. I took her advice seriously. Not only did I write to sell the services I was offering I also sold myself as a writer and a person.

We have all been contacted by someone wanting to sell us car insurance and we have all felt annoyed. A man in Florida that sells car insurance for a living was pulled over by a police officer for speeding. Instead of writing the man a ticket, the officer bought car insurance from the salesman. This is a true story. He sold this policeman a car insurance plan in 15 minutes.

?I asked what it was about him that makes him so good at selling car insurance. I was told he has a personality that shines. He is kind and cares about the needs of his customers. When he speaks to you, he engages in your interests and draws you in. He listens to what you are looking for in your plan, is genuine about what he has available, and doesn’t try to convince you to pay more. He is not only selling car insurance, but also himself and is earning your trust.

Are we sold on products or companies? I will tell you, if you are not listening to your consumer, then they will go somewhere else to be heard.

When I worked in primary care, I helped in the vitality department with procedures. Basically, the clinic offered Botox, filler, and heat treatment that made the skin look younger. Procedures can take anywhere from 30 minutes to 2 hours, so I engaged in conversation to help entertain the clients. Many times, I was asked my age because my skin looked like porcelain. I made them aware it was from Botox I received at that same clinic. I let them know how insecure I was about the wrinkles around my eyes and how I didn’t even want to smile because my eyes would squint. Once receiving Botox, my confidence was through the roof. I also added how nervous I was prior, but the physician listened to my concerns and answered all my questions honestly.

Without even trying I was selling this product just by sharing my passion for the services I received. This was very unintentional because my job was not to sell. How was I doing it? They heard the story from someone who used the product and how happy it made them. They listened to how this product changed how I felt about myself and that I am a returning customer. I connected with them on a personal level and eased any fears they had about trying something new. ?

Simon Sinek spoke about how Apple builds loyalty with their customers. Most companies sell by answering three questions. What do you do? How do you do it? Why or what is your mission?

?Apple starts with why they decided to make computers and what their mission is. They don’t start by talking about how great their products are or ask you to buy one of their awesome computers. They sell by explaining how their main priority is helping people, they just happen to make great products.

You have a product and so do your competitors. When you care about what you are doing, this changes the tone of your business as a whole and makes you stand out. People are not sold by the products; they are sold by the mission of the organization. Consumers are smart and do not want to feel like they are being scammed. Have a genuine passion to serve and build relationships. This will bring more clients that are happy with your services and continue to do business with you. In the end, our goal is to help people and make a difference.?