Buyers often underestimate the importance a salesperson and dealership play in their long-term satisfaction. When shopping for a new vehicle it is easy to get caught up in price and financing, and fail to see the big picture. With the incredible amount of information available many people are able to do a lot of their car shopping ahead of time, yet give no thought to the actual dealership experience. Dealers and salespeople are not all the same.
Long-term satisfaction should be the number one objective. Sure one can probably save a few hundred dollars singling out the most aggressive dealer around, but will it be worth it long term? Asking questions such as: What happens if I have a problem? Will alternative transportation be available? Is the dealer close to my home or work? Do they have a shuttle service? Do they stock a good inventory of parts? Will I get the service I need? The customer who buys their car at a local dealership and is familiar with the staff will definitely receive better service than the person who buys at a cut-rate dealer.
The old adage about getting what you pay for holds true here. Take heart though. This doesnât mean paying too much to get both a great deal and long-term satisfaction. Have a plan and be prepared to be reasonable with the dealer of choice. It may be worthwhile to spend an extra six to ten dollars a month for the security of taking your car to a dealership where you are known. Here are some recommendations to follow for long-term satisfaction and a great deal.
Do Shop Locally.
Do Check The Newspaper.
If a large, aggressive dealer is advertising a price in the paper, there is a good chance that this is the best price. Bring ads and show them to the salesperson. Be careful to be reasonable -- expect your local dealer to match a price, but don't expect them to beat it.
Do Call Ahead.
Good salespeople are busy people. They work from referrals and appointments. Call first and ask to speak with the sales manager or the top salesperson. Consider asking if they have a female salesperson on staff.
Do Ask For Help.
If you do happen into a dealership without calling first, ask for help. Go to reception and find out who the top salesperson is or ask for the salesperson who has worked there longest. Ask to speak to the new or used car manager for a referral. Salespeople who are paid on commission would never ignore a potential customer, but Iâve often heard people say they walked onto a car lot and no one offered to help them or they were ignored. That great salesperson you would like to deal with is probably out on a test drive with an appointment that had been previously booked. Unfortunately, a good salesperson wonât necessarily be available by just walking onto a lot and having someone approach you.
Don't Assume The Salesperson Is The Enemy.
Keep in mind that if salespeople donât make sales, they donât make commissions. It is in a salesperson's best interest to offer a great deal so you will buy the car. Many dealers pay a "minimum" or "flat" commission on new cars. Salespeople, therefore, are not necessarily trying to get the most money. A good salesperson wants repeat customers, which wonât happen if you find out later you could have gotten a better price. Salespeople are not just working for their dealerships, they are working for you.
Once youâve done your homework on the car of your choice, spend some time considering where and from whom to buy it. Donât buy on price alone. If there is a problem after the purchase, it will be much more convenient to solve it close to home. Keep in mind that new car dealers pay the same amount for their cars. It should not be necessary to travel out of the area to get a better deal. Your local dealer would usually be happy to match any reasonable price.
Do Ask Questions About The Salesperson.
Cars cost upwards of $20,000, so it is important to have a pleasant relationship with the salesperson. Find out how long a salesperson has been at the dealership. Be wary of a veteran salesperson who has been at this dealership a short time, but who has worked for a lot of different dealers and manufacturers, also for short time periods. It may not seem important now, but a few years down the road at trade-in time, it is preferable to have a salesperson who sticks around.
Don't Run Around Town To A Dozen Dealers.
Itâs easy to get confused and frustrated and many cars are sold because people are just fed up with looking. A little bit of homework before going out looking can save a lot of time. Remember to use the computer, newspaper, phone book and telephone before going out. Use the resources available to help find not only what you need in a vehicle, but what you require in a salesperson and dealership as well.
Don't Be Rushed.
Give yourself proper time. For a successful shopping experience, make sure to leave enough time. A good salesperson will go through several steps to determine driving needs. Demanding to look at a vehicle without discussing needs and budget can waste a lot of time if you find out later the car you have been looking at is not available with what you need or not in your price range. Beware if a salesperson is trying to rush you at this stage; they may be at the dealership short term and just trying to make a fast buck. A good salesperson wants a satisfied customer who will return for their next car.
Do Demand Excellent Service.
Since there are hundreds of new car dealers and salespeople, if the service is unacceptable, simply take your business elsewhere. For a salesperson on commission there is no greater punishment. Insist on the best service, but donât go in with a confrontational attitude or expect excellent service while paying $200 over dealer cost. Spend the little bit of extra time looking for a great salesperson and youâll likely be very impressed with your sales experience.
Do Meet The Sales Manager.
Make a point of saying hello to the sales manager before leaving the showroom after buying your car. It is very helpful to have someone else who is acquainted with you should your salesperson is unavailable and you need to ask about your vehicle or sales transaction.
Don't run around town to a dozen dealers.
Itâs easy to get confused and frustrated and many cars are sold because people are just fed up with looking. A little bit of homework before going out looking can save a lot of time. Remember to use the computer, newspaper, phone book and telephone before going out. Use the resources available to help find not only what you need in a vehicle, but what you require in a salesperson and dealership as well.
Don't Be Rushed.
Give yourself proper time. For a successful shopping experience, make sure to leave enough time. A good salesperson will go through several steps to determine driving needs. Demanding to look at a vehicle without discussing needs and budget can waste a lot of time if you find out later the car you have been looking at is not available with what you need or not in your price range. Beware if a salesperson is trying to rush you at this stage; they may be at the dealership short term and just trying to make a fast buck. A good salesperson wants a satisfied customer who will return for their next car.
Do Demand Excellent Service.
Since there are hundreds of new car dealers and salespeople, if the service is unacceptable, simply take your business elsewhere. For a salesperson on commission there is no greater punishment. Insist on the best service, but donât go in with a confrontational attitude or expect excellent service while paying $200 over dealer cost. Spend the little bit of extra time looking for a great salesperson and youâll likely be very impressed with your sales experience.
Do Meet The Sales Manager.
Make a point of saying hello to the sales manager before leaving the showroom after buying your car. It is very helpful to have someone else who is acquainted with you should your salesperson is unavailable and you need to ask about your vehicle or sales transaction.
